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Digital UK Re-engineering the content architecture to communicate the UK’s move to digital television 30 September 2006 - 1 October 2006 A presentation for the 2nd European IA Summit, Berlin 2006 - Fredy D. Or é - Harvey Turner
Presentation overview ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Digital UK website redevelopment The Digital UK website –  www.digitaluk.co.uk The English version The Welsh version
Digital UK website redevelopment About our client, Digital UK Is the independent, non-profit organisation leading the UK’s move to digital television. ,[object Object],[object Object],[object Object],The digital tick logo (for consumers)
Digital UK website redevelopment About the Digital TV Switchover ,[object Object],[object Object],[object Object]
Digital UK website redevelopment About the Digital TV Switchover Starts in  2008  through to  2012   … …  and will affect  every household in the UK 2013 Channel Islands* 2012 Meridian, London, Tyne Tees, Ulster  2011 Central, Yorkshire, Anglia 2010 West, Grampian, Scottish 2009 West Country, Wales, Granada 2008 Border
Digital UK website redevelopment Adoption statistics Current position of technologies on the adoption curve.   Source: Ofcom “ 63%  are now aware of digital switchover. But the fact that viewers are generally informed about switchover  does not mean  they have a specific and accurate understanding of  the implications of switchover for their household .”  Source: Ofcom/Digital UK tracker April-May 2006
Project objectives About the project ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Project objectives About the project Communicating this message  for switching from analogue to digital television introduced a number of challenges within: ,[object Object],[object Object],[object Object],[object Object],[object Object]
Project objectives About the project The challenges of: ,[object Object],[object Object],[object Object],[object Object],[object Object],…  led to adopting & creating a process  centered around the final end user . Digit Al The face of the digital TV switchover
Our practice in a buoyant market This process led to: ,[object Object],[object Object],[object Object],[object Object],[object Object],The development process we followed as a whole & within individual phases
Our practice in a buoyant market We started with research (on language & law) ,[object Object],[object Object],[object Object],Population of the UK (since mid 2005) 100 60,209,500 United Kingdom 2.9 1,724,400 Northern Ireland 4.9 2,958,600 Wales 8.5 5,094,800 Scotland 83.8 50,431,700 England % Population Part
User-centered design, Experience & IA Research on target user groups (our audience) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
User-centered design, Experience & IA ,[object Object],[object Object],Research on navigation & organisation schemes 1. Single/Multiple language websites Select once and stay within that language for entire journey 2. Bilingual language websites Select & change repeatedly when user requires or encounters difficulty
User-centered design, Experience & IA An example of “change language” used online Choose country (and consequently change language) Toggle between links to change language 1. An example of single & multi-lingual use 2. An example of bilingual use
User-centered design, Experience & IA ,[object Object],[object Object],Research on navigation & organisation schemes Hierarchical drilldown Persistent Sequential  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Augmented Nav ,[object Object],[object Object],[object Object],[object Object],[object Object]
User-centered design, Experience & IA Navigation examples Hierarchical drilldown Augmented (breadcrumbs) Top level navigation Task driven Change language Organisation schemes included: Hierarchical, Task-based, Spacial (geography) & Categorical
User-centered design, Experience & IA Navigation examples (sequential) Step 1 Step 2 Step 3 Step 4 Step 5 Step 6
User-centered design, Experience & IA Navigation examples (sequential) How we mapped each of the steps within the Switchover Assistant This was later paper prototyped and user tested
User-centered design, Experience & IA Hierarchy of needs Misunderstanding and lack of knowledge. Overcoming barriers  and changing attitude. Turning attitude  into behaviour. Lack of evidence of  positive change. I am aware the digital Switchover is approaching  for my region. I know the switchover is  happening, but do I need  to change? There are some great benefits to Digital TV, maybe I should switch I have switched. Are my family, friends, grandparents, etc. aware of the change and benefits also? Change Behaviour Attitude Awareness & Education The issue What we want people to think/do?
User-centered design, Experience & IA Problem solving & IA challenges ,[object Object],[object Object],[object Object],[object Object],The English version of the FAQ’s page The Welsh version of the FAQ’s page
Implementation challenges Multiple languages ,[object Object],[object Object],[object Object],Ensuring validation & accessibility across a CMS managed website ,[object Object],[object Object],Other considerations
Conclusion & questions Summary 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, based on user testing & research.  Average page views per visit has increased by 240 % rising from just over 2 to 4.8 page views. The website is currently undergoing changes/updates based on recent user testing. The results from the user-tests will be introduced in a series of phases over the next few months.
Conclusion & questions References Questions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Fredy Ore - Digital UK Euro IA 2006 Presentation, Berlin

  • 1. Digital UK Re-engineering the content architecture to communicate the UK’s move to digital television 30 September 2006 - 1 October 2006 A presentation for the 2nd European IA Summit, Berlin 2006 - Fredy D. Or é - Harvey Turner
  • 2.
  • 3. Digital UK website redevelopment The Digital UK website – www.digitaluk.co.uk The English version The Welsh version
  • 4.
  • 5.
  • 6. Digital UK website redevelopment About the Digital TV Switchover Starts in 2008 through to 2012 … … and will affect every household in the UK 2013 Channel Islands* 2012 Meridian, London, Tyne Tees, Ulster 2011 Central, Yorkshire, Anglia 2010 West, Grampian, Scottish 2009 West Country, Wales, Granada 2008 Border
  • 7. Digital UK website redevelopment Adoption statistics Current position of technologies on the adoption curve. Source: Ofcom “ 63% are now aware of digital switchover. But the fact that viewers are generally informed about switchover does not mean they have a specific and accurate understanding of the implications of switchover for their household .” Source: Ofcom/Digital UK tracker April-May 2006
  • 8.
  • 9.
  • 10.
  • 11.
  • 12.
  • 13.
  • 14.
  • 15. User-centered design, Experience & IA An example of “change language” used online Choose country (and consequently change language) Toggle between links to change language 1. An example of single & multi-lingual use 2. An example of bilingual use
  • 16.
  • 17. User-centered design, Experience & IA Navigation examples Hierarchical drilldown Augmented (breadcrumbs) Top level navigation Task driven Change language Organisation schemes included: Hierarchical, Task-based, Spacial (geography) & Categorical
  • 18. User-centered design, Experience & IA Navigation examples (sequential) Step 1 Step 2 Step 3 Step 4 Step 5 Step 6
  • 19. User-centered design, Experience & IA Navigation examples (sequential) How we mapped each of the steps within the Switchover Assistant This was later paper prototyped and user tested
  • 20. User-centered design, Experience & IA Hierarchy of needs Misunderstanding and lack of knowledge. Overcoming barriers and changing attitude. Turning attitude into behaviour. Lack of evidence of positive change. I am aware the digital Switchover is approaching for my region. I know the switchover is happening, but do I need to change? There are some great benefits to Digital TV, maybe I should switch I have switched. Are my family, friends, grandparents, etc. aware of the change and benefits also? Change Behaviour Attitude Awareness & Education The issue What we want people to think/do?
  • 21.
  • 22.
  • 23. Conclusion & questions Summary 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, based on user testing & research. Average page views per visit has increased by 240 % rising from just over 2 to 4.8 page views. The website is currently undergoing changes/updates based on recent user testing. The results from the user-tests will be introduced in a series of phases over the next few months.
  • 24.