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Objective Digital Case Studies 2012

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  • 1. Case Studies Objective Digital Pty Ltd
  • 2. Case Study: AsgardWeb design and product launch projectThe task:Asgard engaged Objective Digital on a project to create transaction pages for a newInvestment wrap solution, and help construct the launch strategy of the new service.The approach:A User Centred Design approach to create the Adviser managed website and launchmethodology:• Phase 1 – Requirements Gathering and Interface DesignFollowing an expert review, competitive review and interface design workshop, theinformation architecture and wireframes were developed for the site.• Phase 2 – Prototype BuildOur web development partner built a functioning prototype in HTML.• Phase 3 – Usability TestingThe prototype was tested to ensure user needs and expectations were met• Phase 4 – Adviser Research and Launch StrategyA series of interviews with Advisers were conducted, which helped plan the mosteffective method to launch the service and train users on the new Investmentplatform.The outcome:Objective Digital provided a complete guide to the new online investmentsolution, from template design through to methods to launch the service and trainusers. The website is currently being completed and due for release in June 2011. Objective Digital Pty Ltd
  • 3. Case Study: Perpetual InvestmentsWeb redesign projectThe task:Perpetual engaged Objective Digital on a project to redesign its public facing website.The approach:A User Centred Design approach to redesign the public facing website:• Phase 1 – Needs & requirements specificationThis included an expert review, competitive review, stakeholder interviews, card sortingexercises, and customer research consisting of focus groups and phone interviews.• Phase 2 – Interface DesignFollowing an interface design workshop, the information architecture and wireframeswere developed for the site in a collaborative manner.• Phase 3 – Prototype buildOur web development partner, Rage Communications, built a prototype in HTML.• Phase 4 – Usability testingThe prototype was tested to ensure user needs and expectations were met. Thisallowed the client production costs to be kept to a minimum as changes were madeprior to build.The outcome:Objective Digital worked together with the client to develop a user centric website. Aset of user tested wireframe templates were provided, so future additions to the siteare also largely covered. The website is currently being built, and they are now workingwith Objective to adopt a User Centred Design approach across their other sites. Objective Digital Pty Ltd
  • 4. Case Study: TALAdviser Centre re-design projectThe task:TAL (ex Tower) engaged Objective Digital to assist with the re-design of it’s Adviser Centre Portal.The approach:A User Centred Design approach was used to inform recommendations for the redesign of theirportal and it’s IA.• Phase 1 – Understanding the TAL offering & competitor landscapeThis phase included a preliminary expert review, competitive analysis and stakeholder workshopswhich were invaluable for the understanding of the TAL adviser centre offering.• Phase 2 – User ResearchThree types of research were undertaken with advisers and their staff during this phase:1. contextual enquiry - in-depth interviews with advisers and their support staff2. usability review - some preliminary wireframes and a proposed IA were reviewed by the users3. co-design workshops - the users helped design their ideal system through collaborative wire- framing giving further insights into their needs and how they utilise the system for their work.These research insights were presented to the client and used to inform the design of a new conceptand IA for the site.• Phase 3 – IA and concept (high-level wire-frames)After distilling all the data from Phase 1 & 2 a comprehensive report of the research findings werepresented to the client including a proposed IA and a concept for the design of a new interface.The outcome:Objective Digital delivered a report of the research findings, recommendations, a new IA and somehigh-level wireframes to TAL to assist them in their re-design and the mapping of futuredevelopments for their adviser centre. Objective Digital Pty Ltd
  • 5. Case Study: Professional AdvantageWeb strategy and re-designThe task:Professional Advantage engaged Objective Digital to provide strategic support for theredesign of their website. The site had over 1500 pages and reflected the businessstructure rather than customer needs.The approach:The approach to develop the web strategy and design for the website:• Phase 1 – Website charterObjective Digital conducted an expert review of the existing website and reviewedthe competitor landscape. Findings and recommendations were presented in aworkshop with key decision makers. Outcomes of the workshop were developed intoa website charter which set the strategic direction for the website.• Phase 2 – Template designThe information architecture for the site and wireframes for key page templateswere developed. These could be applied across the whole site.• Phase 3 – TrainingFollowing the design phase, website project staff were given training in usability anduser experience, and an understanding of how to apply the templates for the newsite.The outcome:Objective Digital worked with the client to develop a strategic solution suitable for allparts of the business. Objective Digital Pty Ltd
  • 6. Case Study: AMPUser Research & Wireframe ReviewThe task:Research was required to provide insight into the meaning and status ofsuperannuation for AMP members and to review new wireframes for MyPortfoliowithin this context.Objectives:• Overall: to understand to what extent the MyPortfolio offering meets the overall business objective of engaging AMP members to take control of the super future.• Specifically: • To understand members relationship with their super • To identify which finance features they wished to use online • To understand which functionality & content maximised member engagement • To ascertain to what extent the proposed wireframes delivered their ideal Superannuation experience.The approach:11 workshops were conducted with current AMP members in Sydney, spanning 4 keycustomer types and age groups (from 20-60 years). The methodology was primarilyqualitative with a short survey conducted at the conclusion of the discussion.The outcome:At the conclusion of this project the wireframes were updated and re-tested. Theinterface has evolved to an even more engaging presentation. It continues to ‘talk’ anddemonstrate the superannuation story in an interesting way. Objective Digital Pty Ltd
  • 7. Case Study: CitibankUser-centred design of the mortgage and insurance application formsThe task:Citibank engaged Objective Digital to design an online version of the mortgage and insuranceapplication forms to cater to the aspiring, affluent and globally-minded Citibank customers.Objectives:• Perform a competitor review to analyse opportunities and risks• Design wireframes and high level interactive prototype• Develop a low level prototype for user testingThe approach:Objective Digital conducted brainstorming workshops with key Citibank stakeholders fromrelevant departments to gather requirements. An initial set of wireframes was then designedand tested using hallway testing sessions at Objective Digital and Citibank. An iterativewireframe design process ensured that the wireframes were tested early and often and newideas were incorporated quickly and issues were eradicated without major cascading effects.The outcome:The resulting designs fulfilled all the user requirements and kept the workflow short and easyto complete. The clever use of innovative form design meant that the user experience wasefficient and effective. A fully functional prototype is currently being designed and will betested for any remaining issues (if any) which need to be fixed before deployment. Objective Digital Pty Ltd
  • 8. Case Study: Mortgage ChoiceExtranet redesign projectThe task:Mortgage Choice engaged Objective Digital on a project to redesign its extranet. Mortgage Choiceis a knowledge intensive business with 448 franchisees. Access to both structured andunstructured information was critical to its business. OD undertook a consultative projectto review existing information and design a portal to meet business and franchisee needs.The approach:A User Centred Design approach to redesign the extranet:• Phase 1 Stakeholder consultation and content analysisObjective Digital undertook an extensive consultative process to understand stakeholderneeds, the use of existing information, platforms used and publication processes.• Phase 2 – User consultationIn a series of workshops and visits to franchisees, OD developed a set of requirements based onusage, user behaviours and level of experience. Card-sorting activities conducted in workshopsand in franchisees offices resulted in a draft knowledge architecture for later validation.•Phase 3 – Website interface specificationAfter distilling all the data from Phase 1 & 2 an Information Architecture was proposed andwireframes developed. As well as a comprehensive document to be used to brief a websitedeveloper.The outcome:The outcome was an information plan, with recommendations for de-commissioning somesources and an new Information Architecture for the chosen portal. The process of consultationwith franchisees assisted in socialising the solution. Objective Digital Pty Ltd
  • 9. Case Study: St John Ambulance NSWWeb redesign projectThe task:St John Ambulance NSW engaged Objective Digital to redevelop the current NSW onlineshop, including course registration and payment, and online sales of merchandise. The objective wasto provide a simple, modern and easy to navigate interface that enabled visitors to learn about Firstaid training course information, complete Training course bookings, purchase of First aid kits andmerchandise, as well as avail information about Volunteers.The approach:• Phase 1 – StrategyCompletion of a strategy workshop and St John Stakeholder interviews (requirements gathering).• Phase 2 – ResearchFocus groups (with defined user personas, card sorting and IA development), conducting Googleanalytics research, a social media usage review and a review of St John long term media strategy.• Phase 3 – Interface Architecture and Wireframe DesignA deliverables workshop to discuss technical requirements and constraints, development ofinformation architecture and wireframe templates then handed over to Blue Arc to build.• Phase 4 – Usability TestingOnce the prototype was built, we conducted usability testing (hallway testing) to uncover any finalissues that needed to be rectified before sending the site live.The outcome:Objective Digital utilised best practice User Centred Design principles to develop a streamlined andinformational ecommerce site. Focus group testing and Stakeholder interviews uncovered key insightsinformation and site usage, which assisted in meeting the objectives of the whole site redesign. Objective Digital Pty Ltd
  • 10. Case Study: Westminster School (SA)Web redesign projectThe task:Westminster School engaged Objective Digital on a project to redesign its public facing website.The approach:We undertook a User Centred Design approach to redesign the public facing website:• Phase 1 – Business requirements specificationThis included a preliminary expert review, competitive review and key stakeholder interviews andworkshops. This was invaluable to the client in revealing all priorities going forward.• Phase 2 – User requirements gatheringThis included a series of focus groups and in-depth interviews with a broad range of users (bothinternal and external). This was supported by a range of online surveys and card sort survey.Personas were also developed at this stage.• Phase 3 – Website interface specificationAfter distilling all the data from Phase 1 & 2 an information architecture was proposed andwireframes developed. As well as a comprehensive document to be used to brief a websitedeveloper.• Phase 4 – Website graphic design, build and testWith Phase 3 completed we were able to submit the requirements for technical development.The outcome:Objective Digital worked closely with the client to develop a user centric website. The usercentred design approach worked extremely well to reassure the Senior Leadership Team that allrecommendations were squarely grounded in reality and met the needs of currentstaff, parents, students and prospective members of the Westminster community. Objective Digital Pty Ltd
  • 11. Case Study: Duke of Edinburgh’s AwardsUser-centred design of the Online Record Book siteBackground:The Duke of Edinburgh’s Award empowers young people to explore their potential andprovides a framework of participation that engages young people. The organisationlaunched the Online Record Book (ORB) in 2010 to enable participants, assessors andcoordinators to manage the awards online instead of the traditional paper-based records.However, although positively received, the users found the system difficult to use.Objectives:• Evaluate the usability of the ORB• Recommend solutions to existing usability problems• Redesign the information architecture and the user interface of the entire systemThe approach:Objective Digital used eye-tracking technology to test the system with 8 representativeusers from the three key user groups (4 participants, 2 co-ordinators and 2 assessors). Weheld an initial workshop with the team after the tests to discuss the high-level findings andtheir feasibility. Objective Digital redesigned the entire ORB site based on therecommendations.The outcome:The resulting wireframes were presented to the Duke of Ed board of directors who werevery impressed by the study and the ensuing designs. A new prototype is currently beingdeveloped and will be tested after completion to validate the design decisions andenhancements. Objective Digital Pty Ltd
  • 12. Case Study: Asthma Foundation NSWWeb redesign projectThe task:Asthma Foundation NSW engaged Objective Digital to conduct a User Centred Designapproach to the redesign of their website. The objective was to provide evidence basedinformation via a more engaging, user friendly interface that is easy to navigate.The approach:• Phase 1 – StrategyThis included a strategy workshop, review of existing research, a competitive review and asocial media strategy (which we subsequently used to source participants for the research).• Phase 2 - ResearchWe defined user descriptions, onducted offline research (via stakeholder interviews, cardsort and focus groups) and online research (via an online survey, cardsort and IA testing).• Phase 3 – Interface Architecture and Wireframe DesignFollowing an interface design workshop, the IA and wireframes were developed for the sitein a collaborative manner. These were then handed over to a developer to be built.• Phase 4 – Usability TestingOnce the prototype was built, we conducted usability testing, with eye tracking, to uncoverany 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 UserCentred Design principles to develop a well planned and highly usable website. UsabilityTesting of the prototype uncovered very few usability issues, significantly reducing the costof the website build. Objective Digital Pty Ltd
  • 13. Case Study: Local-e local governmentWeb redesign and mentoringThe task:Objective Digital were engaged to work closely with Local-e to conduct usabilityresearch 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 30local government sites.The approach:User Centred research including a competitive review, stakeholder interviews,focus groups and card sorting exercises to determine the needs andrequirements of the local government website users.The outcome:Objective Digital developed a set of local government website wireframes whichrepresented the needs of the users. These wireframes were then graphicallytreated 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 toensure that their needs are being met. I have found James to beprofessional, savvy, supportive and creative, and would recommend himand his team to anyone.” Reem Abdelaty, Local-e Objective Digital Pty Ltd
  • 14. Case Study: Major BankOngoing usability testing and prototyping across a multi million dollar transformation programmeThe task:Objective Digital is conducting ongoing usability testing and interactive prototyping across allstreams of a major transformation programme within one of Australia’s leading banks (securebanking, online trading and product application streams)Objectives:• Conceptually, does the proposed navigation and interface work for end users?• To understand the mental models that surround certain banking tasks and what kind of change management would need to be in place to get users to a ‘future state’ thinking.• To test the ease of performing all banking tasks, from core to more advanced features. Preferred pathways, common pitfalls, any showstoppers, etc.The approach:Since July 2011, Objective Digital have been running rounds of one-on-one testing each monthwith between 8 – 20 participants per round. More recently Objective Digital have created the “Such a clear process tointeractive prototypes necessary for testing. Following each round, two detailed reports have follow. The reports arebeen delivered – one addressing business objectives and one addressing design and UX issues. clear, without bias andOver 80 stakeholders have been invited to each final report presentation. actionable. Further, Objective haveThe outcome: always been helpful &Following each round of testing the screens have been updated and re-tested. With each accommodating when facediteration of testing, the interface evolves to a state that is more usable and provides for a with changing timelines. Theseamless user experience. Pathways, nomenclature and general navigation have been updated use of their eye trackingfollowing testing, in order to champion the voice of the end user and ultimately provide an technology has been a realideal banking experience. plus for us.” ‘Major Bank’ Stakeholder Objective Digital Pty Ltd
  • 15. Case Study: ABC For KidsUsability testing on the ABC for Kids online portalThe task:Objective Digital were engaged by ABC3 to conduct usability testing on the newABC For Kids online portal. The project was commissioned in order to providefeedback to refine the website prior to the launch of the channel in January 2010.The approach:The ABC3 Portal is targeted towards 6-15 year old Australian children. ObjectiveDigital conducted testing on 12 kids, taking them through a set of tasks on the siteto uncover usability issues, and differences amongst the age groups. Heatmap showing how the 6 – 7 year old kids viewed theThe outcome: games linksObjective Digital analysed the results and wrote a comprehensive usability reportfor ABC3. The outcome of the research provided recommendations designed tooptimise the new ABC For Kids website. The eye tracking data was particularlypowerful in demonstrating the effect of age and cognitive development on theextent to which an individual interacted with the site. The eye tracker technologywas able clearly identify genuine points of attraction, comprehension andconfusion.“Eye tracking technology is perfect to use with kids as they are less able to articulate Heatmap showingeverything that is occurring when they are searching and exploring”. how the 13 -15 year old kids viewed the links Objective Digital Pty Ltd
  • 16. Case Study: Department of Health and AgeingUsability testing on the department’s intranet siteThe task:Objective Digital conducted usability testing on their newly designed wireframes forthe intranet site of the Department of Health and Ageing (DoHA).Objectives:• To test whether the DoHA staff members are able to find information quickly and accurately on the new prototype• To gather staff feedback on their level of interest in collaboration and social media tools in the workplace• To make recommendations to improve the usability and findability of the intranet page.The approach:Objective Digital conducted one-on-one user testing with 6 staff members of DoHA (4in Canberra and 2 in Sydney) and took them through 6 task-based scenarios in whichthey were asked to perform some of the common tasks on the intranet. We also askedthem contextual questions to gather feedback on their interests and motivations.The outcome:The test sessions helped uncover several issues within the prototype in terms of theinformation architecture, terminology, navigation and layout. The feedback receivedfrom the staff members were incorporated into detailed recommendations andpresented to the client who implemented the changes into the wireframes. Objective Digital Pty Ltd
  • 17. Case Study: HSBCUsability testing on HSBC’s mobile banking platform on the iPhoneThe task:The HSBC Bank engaged Objective Digital to conduct usability testing on their mobilebanking application on the iPhone in Sydney, as part of a worldwide research project.Objectives:• Validate the customer experience of the iPhone application and provide recommendations for improvements• Gather insights into customer experience and preferences relating to competitor mobile banking and trading applications• Understand customer needs and requirements around the development of a mobile banking app for the future.The approach:Objective Digital conducted 12 x 90-minute interviews with different categories of HSBCcustomers and took them through several task-based scenarios in which they were askedto perform some of the common tasks on the intranet. We also asked them contextualquestions to gather their feedback on their interests and motivations.The outcome:Several contextual expectations related to mobile, banking and future technology werediscovered through the interviews. The task-based scenarios uncovered several usabilityissues in the application which were reported and solutions to those issues wererecommended. Objective Digital Pty Ltd
  • 18. Case Study: Mitsubishi MotorsUsability audit and research projectThe task:Objective Digital reviewed the Mitsubishi website, conducting extensive userresearch to ascertain how the current website serves a potential car buyer andinfluences Mitsubishi brand values.The approach:A thorough analysis of the current site including extensive customer testing.• Phase 1 – Initial Site Usability ResearchThis included an expert review, competitive review, and website analytics.• Phase 2 – Customer ResearchAn extensive customer research program involved testing the Mitsubishi site across arange of car purchase target audiences. Eye-tracking and website evaluation wasperformed across 75 participants as part of the research program.• Phase 3 – Usability Research and Statistical analysisStatistical analysis of the customer research and brand values survey concluded theresearch.• Phase 4 – Website Audit report and recommendationsThe audit report with recommendations was prepared and presented to Mitsubishi.The outcome:Objective Digital presented the findings of the website audit, includingrecommendations on best practise website changes to meet web visitorsrequirements and Mitsubishi brand values. Mitsubishi used the findings to redesignkey sections of their site throughout 2011. Objective Digital Pty Ltd
  • 19. Case Study: Cancer Council NSWExpert usability reviewThe task:Objective Digital were engaged to conduct an expert review of the NSWRelay 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- Exploration- Activities (such as find a team)- AccessibilityThe outcome:We presented a detailed expert review report providing the CancerCouncil NSW with analysis and descriptions of the issues, actionablerecommendations and sufficient documentation to improve the site at “Cancer Council NSW would like to thankthe next redesign. Objective for the extremely helpful expert review they did for Relay for Life website. It was 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 Objective Digital Pty Ltd
  • 20. Contact detailsObjective Digital Pty LtdABN 71 153 297 066Tel 02 8065 2438Web ObjectiveDigital.comYour key contactJames Breeze, CEO0410 410 494jbreeze@ObjectiveDigital.comOffice address301, 15 Lime StreetKing Street WharfSydney NSW 2000 Objective Digital Pty Ltd