Process

We delved into discovering the context and problems affecting citizens to ensure we created sustainable solutions for the City

Kickoff

Our clients assumed that streamlining the customer service experience would reduce the strain on staff and citizens

The city was interested in customer service software, but since they hadn't researched the topic and we had little evidence to rely on, we proposed validating the problem with users.

Research Insights

We discovered the requests wouldn't stop since the site would keep undermining users' confidence and motivation to search

Design Opportunity

Rather than fixing the help process, we proposed separating stakeholder content on the website to meet users' expectations

Reorganizing the resources could minimize users' frustration and improve their success of finding content, ultimately reducing staff's need to find and share resources.

Project Pivot

But our clients weren’t confident about a massive overhaul, so we created a new architecture to validate through testing

We considered other methods like click testing and tree testing, but conducted moderated think-alouds. With this method, we captured users' actions and perceptions of the new architecture and the existing interface.

Finding 1

Separating content aided users' search, but our approach of conservatively updating the homepage with Quick Links failed

Since our clients were interested in keeping the existing UI, we avoided overhauling the homepage and opted for a "Quick Links" section (below). But, users assumed it was another section or missed it entirely, reverting to using search habits with the global menu.

Finding 2

Lack of visual change delayed awareness of the reorganization and created mistrust

Since most page structures were inconsistent, we used the Services interface to embed the new menu and content. But, reusing this interface implied that nothing changed and users hesitantly parsed through content.

Research Insights

Since keeping the design confused users, our clients were interested in exploring new interfaces and co-creating design goals

Ideation

We started by gaining navigation inspiration from other information-heavy websites

My comparative analysis captured the strengths and weaknesses of other navigation structures. Examining these patterns enabled us to quickly move onto creating wireframes.

Iteration

After presenting 3 wireframes, our clients selected a design for us to continue refining

We presented 3 wireframes that weighed the city labor and financial resources with citizens' needs. Our conversations helped us identify a realistic, tactful design to continue refining.

Final Designs

The homepage retains critical content, but the design tweaks signal an update to minimize surprise and confusion

Based on user insights and traffic data, I retained key homepage sections and features to avoid disrupting users. This enabled me to improve components' legibility and accessibility.

Final Designs

Applying recognizable patterns create predicability and reduce cognitive load

We overhauled the rest of the website, applying consistent design elements and structures to help users to focus on content, not on learning page designs. They also help staff easily upload new content.

Outcome

Before the semester ended, we created a usability testing strategy for staff

The city's website contract ended in 2023, but we recommended a final usability test before then. So, we created a protocol and taught the marketing team how to test the prototype.

Reflection

My first time designing for a real product helped me strengthen my partnerships and design decisions