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Case Studies


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  • 1. Objective Digital case studies
    March 2010
  • 2. Case Study: Leading financial institution
    Web redesign project
    The task: A leading financial institution engaged Objective Digital on a project to redesign its public facing website.
    The approach:
    AUser Centred Design approach to redesign the public facing website:
    • Phase 1 – Needs & requirements specification
    This included an expert review, competitive review, stakeholder interviews, card sorting exercises, and customer research consisting of focus groups and phone interviews.
    • Phase 2 – Interface Design
    Following an interface design workshop, the information architecture and wireframes were developed for the site in a collaborative manner.
    • Phase 3 – Prototype build
    Our web development partner, Rage Communications, built a prototype in HTML.
    • Phase 4 – Usability testing
    The prototype was tested to ensure user needs and expectations were met. This allowed the client production costs to be kept to a minimum as changes were made prior to build.
    The outcome:
    Objective Digital worked together with the client to develop a user centric website. A set of user tested wireframe templates were provided, so future additions to the site are also largely covered. The website is currently being built, and they are now working with Objective to adopt a User Centred Design approach across their other sites.
  • 3. Case Study: Asthma Foundation NSW
    Web redesign project
    The task:
    Asthma Foundation NSW engaged Objective Digital to conduct a User Centred Design approach to the redesign of their website. The objective was to provide evidence based information via a more engaging, user friendly interface that is easy to navigate.
    The approach:
    • Phase 1 – Strategy
    This included a strategy workshop, review of existing research, a competitive review and a social media strategy (which we subsequently used to source participants for the research).
    • Phase 2 - Research
    We defined user descriptions, onducted offline research (via stakeholder interviews, card sort and focus groups) and online research (via an online survey, cardsort and IA testing).
    • Phase 3 – Interface Architecture and Wireframe Design
    Following an interface design workshop, the information architecture and wireframes were developed for the site in a collaborative manner. These were then handed over to a developer.
    • Phase 4 – Usability Testing
    Once the prototype was built, we conducted usability testing, with eye tracking, to uncover any final issues that needed to be rectified before sending the site live.
    The outcome:
    Objective Digital worked with the Asthma Foundation NSW to utilise best practice User Centred Design principles to develop a well planned and highly usable website. Usability Testing of the prototype uncovered very few usability issues, significantly reducing the cost of the website build.
  • 4. Case Study: Local-e local government
    Web redesign project
    The task: Objective Digital were engaged to work closely with ReemAbdelaty at Local-e to conduct usability research on the needs of local government website users, and develop a set of ‘user centred’ designs which would be used as website templates for over 30 local government sites.
    The approach:
    User Centred research including a competitive review, stakeholder interviews, focus groups and card sorting exercises to determine the needs and requirements of the local government website users.
    The outcome:
    Objective Digital developed a set of local government website wireframes which represented the needs of the users. These wireframes were then graphically treated and are now in the process of being built for a number of NSW councils.
    “James and his team choose to work collaboratively with their clients to ensure that their needs are being met. I have found James to be professional, savvy, supportive and creative, and would recommend him and his team to anyone.”ReemAbdelaty, Local-e
  • 5. Case Study: Cancer Council NSW
    Expert usability review
    The task: Objective Digital were engaged to conduct an expert review of the NSW Relay for Life site for the Cancer Council NSW.
    The approach:
    An expert review of the live Relay for Life NSW site was conducted, focusing specifically on four different areas:
    • Orientation
    • 6. Exploration
    - Activities (such as find a team)
    - Accessibility
    The outcome:
    We presented a detailed expert review report providing the Cancer Council NSW with analysis and descriptions of the issues, actionable recommendations and sufficient documentation to improve the site at the next redesign.
    “Cancer Council NSW would like to thanks Objective for the extremely helpful expert review they did for Relay for Life website in February 09. The report was very thorough and identified both strengths and weaknesses of the current website in plain English. It was also useful having recommendations as to how weaknesses in design, usability and functionality could be addressed and we will be incorporating all the feedback in our planned redesign.”
    Emma Gibson, Cancer Council NSW
  • 7. Case Study: News Digital Media
    Eye tracker rental for usability testing on
    The task: News Digital Media rented a HD wide-screen Tobii T60XL Eye Tracker from Objective Digital, and conducted a series of usability tests on the Carsguide website. Carsguide used eye tracking to evaluate user’s experience of cross promos in print to online as well as user’s experience of online story pages.
    The approach:
    At the CEBIT Expo, 40 participants were tested to see how they interacted with print cross promos to online. A second session tested external participants to see how they interacted with online story pages. The participants were given a set of tasks, and their actions were recorded using the Tobii eye tracker.
    Tobii studio was used to generate heatmaps and gazeplots for further analysis. The aggregated heatmaps easily identified the areas of the page layouts that received the most attention from participants. Gazeplots were utilized to understand the common patterns associated with order of fixation across the layouts. The HD wide-screen Eye tracker was effective for testing both larger format full display print pages as well as long scrolling story pages online.
    The outcome:
    Results from the print cross promos to online test, and the online story test, indicated which layouts attracted the most attention from participants. Individual gazeplots were useful for comparing the patterns of reading behaviour down the page, elements that attracted attention and those that were revisited.
    “Using eye tracking helped our user experience team to conduct usability testing across print and online products with a multidimensional perspective. Understanding the patterns of behavior related to consuming our content is key to our business. Adding eye tracking to our testing methodology enabled us to present engaging data back to our business teams in order to make design decisions.” Scott Bryant, News Digital Media
  • 8. Our Testimonials
    “The eye tracking systems allowed us to deliver a top notch web design that meets the needs of our customers. To cap it off his knowledge and skill made the process very easy to manage. Highly recommended.” James Watts, Macquarie Bank
    “I have used Objective Digital for both IA and usability testing on several occasions, on large scale projects for companies such as Macquarie Bank and YUM! James and his staff are knowledgeable and collaborative and I would recommend them to any company or agency looking for IA or usability testing services.” Stuart Edwards, Head of Strategy, Profero
    “I've worked with James, through his company Objective Digital, on a number of projects that Deepend has been involved with. James and his team, in my opinion, are at the top of their game and offer a suite of specialised services that few other experience architects can offer. I would not hesitate to recommend them for help in that area and look forward to working with them again personally. Regards, Matt.“ Matt Griffin, Managing Director, Deepend
    “As the User Experience Engineer at Vignette I engaged James and Objective Digital to provide user testing services. James and his team provided a first class result at a competitive rate. Their analysis and recommendations were instrumental in helping us take action to improve the usability of Vignette's products. I would definitely use their services again in future.” Tym Lawrence, Vignette
    “I have now worked with James for almost two years and in that time have found him to be extremely creative, original and thorough, as well as being very supportive. He has become a mentor and a valuable resource I can call on to provide clarity when it's required.” ReemAbdelaty, Local-e
    “I have known James and worked closely with him for the last 5 years. James is a highly skilled and motivated individual. One of James many skills which always stands out to me, is his ability to develop relationships on all levels” Anthony Banek, Group General Manager, Blue Central and
  • 9. Contact details
    Objective Digital Pty Ltd
    ABN 98 123 747 188
    Tel 1300 85 80 15
    Your key contact
    James Breeze
    Chief Experience Officer
    Mob 0410 410 494
    Office address
    Level 3, 50 York Street
    Sydney NSW 2000
    EyeTrackLab address
    Level 11, 60 York Street
    Sydney NSW 2000