2. INTRODUCTION AND BACKGROUND
What is redesigned?
This presentation outlines the redesign of Lambeth Council’s website based on the findings
and recommendations of the Evaluation Report. This evaluated the usability and user
experience of the website via a standard CIF format and a benchmarking method against the
(user-centered) Government Digital Service’s (GDS) design principles.
www.lambeth.gov.uk
Benchmark site GOV.UK
The GDS’ principals
3. INTRODUCTION AND BACKGROUND
Why?
Lambeth Council is initiating a paperless, self-service culture by cutting posted communication
and offline touch points – and instead the community is directed towards Lambeth’s website to
carry out tasks. It is therefore imperative that this channel is designed to be accessible to the
entire community: providing intuitive ease-of-use similar to the former offline channels.
Post and face-to-face
channels reduced
www.lambeth.gov.uk
is now the main touch
point
The primary user groups are people with a connection to the London Borough of Lambeth.
User research indicated that the biggest factor influencing users’ service needs, interactions
and behaviour was their connection to Lambeth. These distinct groups defined 3 personas:
Visitor, Worker and Resident.
The three designed personas, from left to right: Visitor, Worker and Resident
4. INTRODUCTION AND BACKGROUND
Design concerns
Lambeth Council website has an extensive number of pages and information which will
be difficult to analyse and model in full and the following is representation of the top level
navigation. Some content may not be not have been included in this process.
5. AIMS
To what end?
The projects scope is to redesign and prototype Lambeth Council’s website.
The design aims reflect the Evaluation Report’s recommendations, which are listed in the
following table.
Users’ Pain Points
Redesign
Deliverables
Poor distinction of links resulting in
Consistent link style, in strong
Style guide to define redesigned
inefficient navigation.
contrast with the body content.
aesthetic and interactive link rules.
Create clear, legible paragraph
styles similar to the GOV.UK format.
Poor homepage hierarchy and
It was suggested that key (resident)
Wireframe and prototype
extraneous content leading to slow
tasks like ‘council task’ should
redesigned homepage.
navigation.
precede council communications
or business needs. Redesign
the information architecture to
streamline content to focus on the
users’ information needs.
Language and category headings
Aim the tone of voice at the user
were difficult to understand.
Updated copy for category labels.
with simple, plain English. Category
headings should be labeled as the
user would describe the nested
content or task, not thematic,
industry (Council) language.
Consistent deviation from the
Provide consistent and clear
Task analysis and user journeys
optimal path.
navigation and signposting to
to show navigation, including
improve the task efficiency and
interaction destinations and error /
experience.
content messages.
Poor retention and learnability score
Provide a consistent and intuitive
Redesigned site architecture
– demanding a high cognitive load.
site-wide design language so
and navigation with consistent
it is quick to learn and easy to
interactions.
remember upon returning to reduce
cognitive load and create a more
positive overall experience.
Non-responsive design restricts on-
Create a mobile-first design, built
the-go access.
Design a responsive layout.
with a responsive framework so a
consistent layout can adapt to the
device or media query.
The recommendations and deliverables can be simplified
in the following aims
1
SIMPLE COPY WHICH SPEAKS TO THE USER
2
TASK-CENTRIC HOMEPAGE AND NAVIGATION, DESIGNED WITH USERS’
REQUIREMENTS FIRST, LEADING THE PAGE HIERARCHY
3
IMPROVE PROMINENCE OF LINKS
4
RESPONSIVE DESIGN
The presentation will aim to explain how the aims are achieved in the user interface and
wireframe designs, explaining the thought and rationale behind the decisions.
7. ISSUES
Card sorting to guide the language and site architecture
Optimal Sort
A group of participants took part in a card sorting exercise to :
A / Reduce the site content into essential needs and simplify the language, and
B / Divide the services into their chosen headings using the online sorting tool
(www.apps.optimalworkshop.com).
Optimal Workshop is an
online card sorting tool
A screen shot of
one participant’s
card sorting results.
They chose top
level headings of:
Unsorted, Visitor,
Residents, All and
Businesses.
In the first task participants were asked to rename the categories to simplify the language
as they saw fit, and place them in an order of importance. The categories were taken from
the website’s content list (sitemap) which is used as a navigation tool. Page hierarchy was
not indicated. The subcategory Council Tax repeatedly came above Benefits where this is
currently nested. The results helped to create a new collection of page names and site-wide
vocabulary based on the terms’ frequency of use or an average of results.
With the new page terms, participants were asked to group them under appropriate headings.
The results were varied, and it was difficult to find common patterns. However, one revealing
result grouped the pages by user type. This closely mirrors the personas generated through
the user research: Resident, Visitor & Worker (which is ‘Business’ in the card sort). In the
exercise, participants were unable to duplicate the services and place them under more than
one heading. However, in reality there might be a crossover. For example, both Business’ and
Residents would need information on refuse collections.
8. ISSUES
Organising the site map by
users’ service needs
Following the card sorting exercise, the top level navigation divides the task flow by users’
personas. The site map has been organised by the personas’ needs, and some services have
been repeated where their use is shared by multiple personas. The persona ‘Worker’ has been
renamed to reflect the card sorting definition of ‘Business’.
Business
Resident
Power User
Needs
Users
Visitor
Marriages
Planning Permission
Council Tax
Planning Permission
Waste
Housing Benefits
Schools
Business Rates
Elections
Parking
Parking
Schools
Jobs
Parking
Jobs
Libraries
Waste
Healthcare
Planning Permission
Marriages
Power User would need fast access to the full site map
Persona 4: The Power User
An additional persona was designed for the Power user (hunter) who is defined by the need
for fast access to content and not their relationship to Lambeth. This persona knows exactly
what he/she is looking for, and requires it on-the-go and quickly. Accessible links for key
services and device-responsive content is their priority.
Non-service categories have been grouped separately on the sitemap. These are:
News, Logo, Popular links, Social media links, What’s on, Get involved, Accessibility and
Contact us. None of these would be considered user needs – but necessary for all users.
10. ISSUES
‘I’M STRUGGLING TO FIND ANYTHING
ABOUT BINS... THERE’S QUITE A LOT OF
LINKS HERE!”
PARTICIPANT 1, TASK 1
11. ISSUES
User testing: pain points
The media clip shows Participant 1, a Lambeth Visitor, on the first task. She scans the homepage for more than a minute before finding the
correct link. In a natural scenario the participant might have abandoned the task before completing her end-goal.
12. ISSUES
Reduce extraneous homepage content
Participants’ found it difficult to navigate through the first interface.
On average, it took one minute to locate the desired link on the homepage. Thereafter, the user
journey sped up at each subsequent page . No participants followed the optimum path.
13. ISSUES
Existing sitemap model
In order to redesign the navigation and homepage content, it is important to analyse the
information layers within the existing model. Due to the large scale and CMS-driven nature of
the site, a spreadsheet sitemap was the best way to account for all the content of Lambeth
Council’s existing model. This is arranged in a tree structure. The Target Persona column is
a colour key to indicate which persona the information targets. At a glance you can see that
Residents have a much larger range of information needs than Visitors - and the user research
suggested that their frequency of use is higher. Client (Lambeth Council) focused information
is highlighted in pink. This content will be nested below the users’ content in the user-centric
category hierarchy.
Level 1
Level 2
Level 3
Level 2.1
Client need?
Target
persona
Need priority
Home
Search
All
5
Cookies and privacy
All
Lambeth by local area
All
1
Maps of Lambeth
All
Resident
1
1
Services
About Lambeth
Moving home
1
Our campaigns
All
1
Publications
All
1
Tourist attractions
Travel
What’s on
Advice and benefits
Benefits
Participant 1:
“This should
be a link on the
homepage”
1
1
Visitor / Resident
1
5
Council Tax
5
Money advice
3
Thinking about work and training?
2
Business rates
5
Business support and development
3
Commercial property
2
Licensing and street trading
2
Markets
2
Tenders and contracts
2
Trading standards
Business
2
Business
Community and living
Births
Visitor / Resident
Civil partnerships, nationality checking and civil
Visitor / Resident
2
Community groups, centers and facilities
Visitor / Resident
2
Crime prevention
Visitor / Resident
2
Deaths, funerals and cremations
Visitor / Resident
2
Emergencies
Visitor / Resident
4
Equality and diversity
Visitor / Resident
3
Faith in Lambeth
Information for care providers
2
Visitor
2
All
3
Marriages
Visitor / Resident
3
Volunteering
Visitor / Resident
3
Comments and complaints
All
1
Consultations
All
1
Councilors, MPs and MEPs and Mayor of Lambeth
All
1
Data Protection and Freedom of Information
All
1
Democracy and elections
All
1
Lambeth First
All
1
Making a difference - our aims and priorities
All
1
Scrutiny
All
1
Statistics and census information
All
1
Youth council
All
1
Council and democracy
Education and learning
14 to 19 learning
5
Adult education
5
Education Estates and Capital Projects
3
Looked after children’s education achievement
4
Parental support
4
Schools
5
Under fives
5
Youth courses and activities
5
Animal welfare
3
Cleaner Streets
4
Environmental crime
4
Environmental health
3
Food safety
3
Get involved to improve your neighbourhood
3
Parks and green spaces
3
Pollution
3
Recycling, rubbish and waste
5
Regeneration
2
Environment
Health and social care
Accessible transport
Business / Residents
4
Carers
Visitor / Resident
4
Children, young people and families
Visitor / Resident
3
Healthcare
5
How to get social care support
5
Missing persons
3
Self Directed Support
2
Services for adults
2
Support groups and boards
2
Housing and planning
Building control
All
5
Council housing
5
Council leaseholders and freeholders
3
Estate regeneration programme
2
Homeless support and advice
5
Housing options
5
Land and premises
All
3
Planning
All
5
Private housing
All
3
Save energy in your home
All
3
Supported and sheltered housing
5
Jobs and careers
Adults’ and Community Services careers
Benefits of working for Lambeth Council
5
All
5
Careers and educational advice
3
Children and Young People’s Social Care careers
3
How to apply
3
Lambeth working
Visitor / Resident
2
More jobs
Visitor / Resident
2
Arts
Visitor / Resident
2
Leisure and culture
Libraries
4
Local and family history
3
Sports and recreation
4
Transport and streets
Cycling and walking
5
Nuisance vehicles
All
1
Parking
All
5
Road Danger Reduction
All
3
Roads, highways and pavements
All
2
Street care and cleaning
All
2
Transport design consultations
All
2
Transport events and campaigns
All
2
Transport projects
All
1
Transport strategy
All
1
Get involved
Be part of the cooperative council
1
Businesses can get involved
1
Funding opportunities
1
Influence decisions
1
Lambeth champions award
1
Local volunteering opportunities
2
Get involved in crime prevention
2
Snow wardens
1
Contact information
The Lambeth account login moves
throughout the user journey. This
should be a consistent feature in
the page template. Suggest top
right corner.
4
Get involved could be
nested within the tertiary layer. It is unessential
content.
Contact us
Participant 1:
“This could be
more useful”
Search this site
5
Accessibility
Ease of use
5
My Lambeth account
Account login
5
Account details
5
Register
Top story
5
All
A-Z
1
4
At the moment the social icons
Popular pages
only appear on the homepage.
Latest News
These could be consistent navigaWhat’s on
tion icons throughout the pages.
All
1
All
1
All
1
All
1
e Newsletters
Sign-up (form field)
Follow us Online
*
1
The Need priority scores and the Target Persona results were based on participant
feedback and user research questionnaires, however, this was generated from a small
research sample and therefore, the validity of this information would be improved with a larger
research sample.
14. ISSUES
Anatomy of the existing homepage
The site’s top level elements are shown in boxed-out, colour coded sections. All but the central
content-well are navigation elements. The positioning and labeling of these elements is not
consistent from page to page.
In user testing, participants’ missed
the optimum journey when links were
nested in the right sidebar which lead to
confused and inefficient user journeys.
It was a blind spot and should not contain
important information in the redesigned
layout.
The content-well contains local news items. Participants saw this as a PR
strategy, satisfying clients’ (Lambeth Council) needs over theirs. This would be
considered high value ‘retail space’ as it is a sizable and central content area,
which would gain a large number of fixations.
This is where links to the users’ task-needs should be consistently located to
provide the most efficient user journey.
Categories and subcategories
Header
Top nav
Content-well
Sidebar
Left nav
•
•
•
•
•
•
•
•
•
•
•
• Top story
• A-Z
• Popular pages
•
•
•
•
• Services
• About Lambeth
• Advice and
benefits
• Business
• Community and
living
• Council and
democracy
• Education and
learning
• Environment
• Health and social
care
• Housing and
planning
• Jobs and careers
• Leisure and
culture
• Transport and
streets
(consistent)
Site search
Cookies and privacy
Date
Logo / home
(interchangeable field)
Home
A to z
Do it Online
Get involved
Contact us
Search this site
Accessibility
(Interchangeable field)
(interchangeable field)
Latest News
What’s on
e Newsletters
Follow us Online
(consistent)
(Inconsistent)
• My Lambeth
account
15. ISSUES
Anatomy of the new (desktop) homepage
Separating client needs and user needs
In addition to filtering the content by persona, the site will separate client content from users’
needs. User needs (services and popular links) will head every page and client content (PR,
news) will follow. The client content will be attractive with media, event and news imagery with
balanced prominence within the page hierarchy, but not disrupting the user journey.
User Content:
The header will be clean and sparse comprising of a consistent: logo, persona profile icon and
login form. The nav bar will contain standard unfiltered links which access to the full site map.
This comprises: Services, News, Get involved and What’s on and a large, intelligent search bar.
This will consolidate three existing a-z search functions. Via cookies and popular searches,
the search bar will predict results from the first letter entered in the form field. It will auto-correct
spelling errors and pull thematic results. For example, typing in ‘benefits’ would pull up council
tax exemption results if that was a common connection.
The content-well will contain the filtered content. The personas’ common tasks will populate
the Services and Popular results sections.
Client Information:
This separates content that is of less value to the user but necessary for the client to include.
User content
Filtered content
Client content
User content
Client content
Header
Top nav
Content-well
Client needs
• Logo / home
• Profile selection
• Login (My Lambeth
Account - existing
format)
•
•
•
•
•
•
• Services
• Popular Links
• Lambeth account
• News
• Get Involved
• What’s on
Home
Search
Get involved
What’s on
Social network links
Search field
Library book search
Wireframes
1!
2!
Homepage
3!
4!
5!
1
Intelligent search bar. Primary navigation for
the Power User
2
Intelligent content search. This is not navigational it is
information seeking.
3
Client section with large attractive image / media boxes
4
Filtered services
5
Profile selection to filter content
16. ISSUES
The new persona-driven site map with dynamic content
The figure below shows the primary and secondary layers of the site architecture.
The information is tailored to each personas’ needs to create dynamic and meaningful content
based on personas’ search patterns. It will create intelligent user profiling; populating a profile’s
page with only the content they need. No extraneous content. This will be achieved through the
content management system. By default the user will adopt the Power User persona which is
anonymous and have full access to the site map. Although the content is unfiltered they would
tend to navigate directly to the relevant areas via the search bar.
Alternatively, to filter the content, the user has the option to select their appropriate user profile,
i.e. choose Visitor, Resident or Business? The homepage will repopulate with information
specific to that users’ category needs.
The results for News, Service and Popular pages will be filtered according to that profiles’
statistical need. Profile activity and user journeys will be recorded to feedback into the way
the tailored results are filtered. Therefore, the more the website is accessed, the more refined
the profile filters will become and in time, the content selection will be a perfect match for that
profiles’ task needs. On page load, the optimum result will reside top right of the content well
and the user will unconsciously click through to the subcategory pages. This will reduce both
the cognitive load and the pause time on the homepage where previously participants’ spent
an average of one minute before locating their first link in user testing.
This is where the user will select the user profile
(persona) that fits their relationship with Lambeth
Home
Social
media links
1.4
Business
1.1.1
00
News
2.1
Login
Resident
1.1.2
Services
2.2
Visitor
Popular
Pages
1.0
Change
User
1.1
Follow
2.4
Get
Involved
These pages will filter content specific to the users selected profile. If they
choose no profile, the Power User, they will access the full site map. This
will mean there is more extraneous content on the page but this persona
however is expected to use the search function over click-through navigation
as their interaction pattern is to retrieve specific content at speed.
What’s on
1.3
This content is
consistent and non
specific to profile type
1.1.2
2.3
1.2
Search
e Newsletter
2.7
Cookies /
Policy
2.5
Contact us
2.8
2.6
17. Hi, tell us who you are
Lambeth Council: A cooperative Council
Services
News
Log in
Get Involved
Visitor, Resident
or Business
What’s on
Search Lambeth Council’s website
Services
Council tax
Benefits
Transport
Libraries
Waste
Parking
Healthcare
Schools & education
Marriages, births & deaths
Planning
Jobs
Popular links
Council tax
Waste collection days
Pay a parking fine
Get Involved
News
Nelson Mandela visits
Lambeth
What’s on
Abor Day in Brockwell Park
Make you voice heard
<read more >
<read more >
<read more >
Accessibility
Sitemap
eNewsletter
Contact us
22. ISSUES
Improving task flow and cognitive load with intelligent
content management systems
Existing task flow
“OH –THERE’S NO WHERE TO
PUT MY POSTCODE IN”
PARTICIPANT 3, TASK 1: FIND YOUR BIN COLLECTION DAY
The participant expected to locate the day of his rubbish collection via a postcode entry field.
With an intelligent CMS system that could cross reference residential addresses with the
borough’s rubbish collection routes, the task could be resolved immediately. Instead, the user
journey involved cross referencing these online PDF spreadsheet of these details yourself. A
slow and inefficient process demanding a high cognitive load. I
Improving the task flow and modes of interaction
The task journey occurs with one category page and no click-throughs. New (requested)
content populates beneath the interaction (click) and the page will continuously grow, and
expand vertically. This interaction pattern is to scroll for information which will be repeated
through the site to for consistent and fast navigation.
Improved task flow
was wireframed with
Omnigraffle.
Screen shot of a recorded wireframe interaction sequence using Silverback
23. ISSUES
User testing: pain points
The media clip shows Participant 3 on a information seeking exercise (task 1) to find details on his local bin collection day. He found this the
most difficult task. The user must “deep-dive” through multiple layers and pop-up windows and cross reference the disparate content.
24. ISSUES
Redesigning Task 1 with scrolling navigation
The media clip demonstrates the redesign principle of scrolling navigation where key user journeys exist within one category page. As the user clicks
though the content, it populates below their interaction, essentially growing downwards. This addresses the pain point participants experienced with multiple
pages and and windows on this task.
31. ISSUES
“IS THIS A LINK... OH YES, IT IS. THEY ALL
LOOK DIFFERENT!”
PARTICIPANT 3, TASK 3
32. Hi, tell us who you are
Log in
rative Council
News
Log in
Get Involved
Visitor, Resident
or Business
ISSUES
What’s on
Visitor, Resident or
A style guide to the redesigned link scheme
Business
Search Lambeth Council
g in
The
A
h Council’s website redesign has created a consistent site-wide link scheme.us simple and recognisable
Hi, tell
who you are
scheme will improve learnability and memorability, as well task efficiency.
volved
What’s on
s
Log in
What’s on
Lambeth Council: A cooperative Council
e
Benefits
Services
iMac
Services
iPad
Get Involved
Transport
What’s on
iPhone
Ser vices
Search Lambeth Council’s website
Jobs
Council Tax
Services
Libraries
Services
Council tax
Council tax
Benefits
Healthcare
Visitor, Resident or
Business
Log in
What’s
Links styles on
What’s on
across the
Search Lambeth Council’s website
Services
Get involved
Waste
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Popular Links
Services
family
Schools
Services
Marriages, births & deaths
Schools & education
Visitor, Resident
or Business
Search Lambeth Council
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ion days
Log in
Get involved
Lambeth Council: A cooperative Council
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Get Involved
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Drop down links are consistent interaction pattern across the responsive family. The fill colour
Libraries
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reflects the link background colour.Abor dayPark
For example, a header link drop down would be navy blue on
heard
Brockwell
navy blue.
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34. ISSUES
“THIS REALLY SHOULD BE MORE MOBILE
FRIENDLY... I CAN ONLY LOOK AT THE SITE
PROPERLY AT HOME OR IN THE OFFICE”
PARTICIPANT 3, TASK 3
35. ISSUES
The responsive grid layout for mobile and tablet
When a media query is run, the 12 column desktop layout will flex to a 4 column grid
system on both tablet and mobile devices. Some content is reduced in the tablet version
to create white space around user services. The client content is pushed to the left side
bar. This was a blind spot in user testing so we would avoid user placing user content here.
The mobile version is designed for the on-the-go Power User and the search field is
the primary navigation function for direct task seeking. This framework holds 50% less
content than the desktop version to maintain white space around Services.
4 column grid
iPad
A fixed scroll tab. This
is above the main
content and can be
removed with a slide
and swipe gesture off
the canvas / screen
iPad
A more modular
format than the
desktop version
iPhone
A larger reduction in content.
The mobile version is designed
for the Power User – retrieving
information fast. The search bar
is much larger it is central to the
mobile version’s interactions
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As this interaction
is designed for the
Waste
power user, it is not
expected that they
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will select a profile.
The picture icon
Educationadditional
remain but
information has been
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removed.
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or Business
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iOS
Responsive
family
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Services
Final homepage UI
layouts for desktop,
iPad (tablet), and
Nokia Lumia (mobile)
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Business
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Abor Day in Brockwell Park
Make you voice heard
<read more >
<read more >
Pay a parking fine
Parking
<More results>
Marriages, births & deaths
Waste
<Mee more results>
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Make your voice
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36. DISCUSSION
Limitations
The aims lack statistical validity
The user research and summative (site) evaluation, on which the scoped aims are based,
were collected from a very small number of participants and therefore lack validity. A next step
would be to collect a much larger sample, and with repeated user testing to either support or
rule out the aims and redesign. If the aims were validated, the next phase would be to create a
testing plan to user test the redesigned prototype.
Beta user testing necessary
The functionality of streamlining extraneous page content for profile users is based on user
research data on task popularity. This suffices for ideation prototyping – but it does lack
accuracy and would not be fit for commercial use.
The live product would be able to collect the same data based on real user interactions. The
intelligent profiling would be achieved through a CMS (content management system) to create
dynamic content personalization based on users’ search patterns. As usage and interactions
increase, the more advanced and accurate the intelligent profiling system will become. To move
forward with project, extensive user testing of an iterative beta is necessary. A rich set of profiles’
pattern data would lead to improved efficiency, satisfaction and delight! Volunteers welcome!
Thank you for your time.
Susanna Willis
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