Powerpoint slides from Fredy D. Oré's presentation at the 2006 Euro IA Summit in Berlin
Saturday, 30 September 2006
Digital UK is the independent, non-profit organisation leading the UK’s move to digital television. The digital switchover, starting in 2008 and going through to 2012, represents the most significant development in broadcasting since the move from black and white to colour television.
This paper/case study focuses on our challenge to connect content with every household in the UK and of creating a website that is not only accessible, simple, addresses the needs of Welsh and English users, but communicates a message for action. Communicating this message for switching from analogue to digital television introduced a number of challenges within Information Architecture, Navigation, Content structure and Language. Target user segments included the elderly through to the tech savvy, whose decision-making choices involves assumed knowledge, credibility, trust, patience and led direction through task-driven actions such as a Switchover Assistant.
The challenges of an existing CMS legacy system, accessibility guidelines, richness in design and developing a structure that adds to television campaigns, and introduced a digital switching character called “Digit Al”, led to adopting & creating a process centred around the final end user.
Understanding users, for example the different ways bilingual features are used online, led to interface and language decisions involving common navigation models, such as hierarchical drilldown, persistent, sequential and augmented navigation (breadcrumbs).
Geographical timing of digital TV switchover in the UK posed interesting content organisation issues, such as exact groupings (alphabetical, chronological & geographical), but also categorical groupings based on task, audience & topic.
The combination of revised design and Information Architecture, developed for the site re-launch, has resulted in a significant measurable improvement in the user experience. In particular the average page views per visit has increased by 240 % rising from just over 2 to 4.8 page views.
Fredy Ore, Grand Union UK
Harvey Turner, Grand Union UK