Worthing Council puts user insight first
In summary
Adur & Worthing Council wanted to better understand user needs and improve the experience of their digital services.
We carried out user research to identify key behaviours, needs and pain points across the website.
This lead to clear, actionable insights and recommendations to improve user journeys and service delivery.
Challenge
Adur & Worthing Council wanted to improve the usability of their website to better support residents accessing support and services.
As they were in the process of redesigning their website, there was a need to understand how users interacted with the site, where friction existed and how well the current experience met user expectations.
The council required clear, evidence-based insights to inform improvements and ensure their digital services aligned with user needs.
Approach
We tested the most popular user journeys on the website, based on their analytics and knowledge of their users.
User research included:
One round of six user tests to gauge reaction to the current website.
A follow-up round of testing on a new design prototype for comparison purposes.
BERT (Bipolar Emotional Response Testing) was used as part of the second phase of research to collate and measure feedback on the look and feel of the new design.
The user tests involved interviews with residents from the Adur & Worthing area to learn more about their recent experiences dealing with the council, using the website and other online services. The feedback helped us better understand user needs and areas of frustration.
We collated all the findings and presented them back to the web team at the council for them to update their proposed designs accordingly.
Outcome
The research provided Adur & Worthing Council with a clear understanding of user needs, behaviours and frustrations when using the website.
This enabled the team to prioritise improvements and make informed decisions to enhance the usability and effectiveness of their digital services.
The council now has a stronger, evidence-based foundation to improve user experience and better support residents accessing services online.
User needs identified
Uncovered key behaviours, needs and pain points across the website.
User journeys tested
Evaluated popular user journeys to identify areas of friction and improvement.
Design decisions validated
User testing and BERT analysis helped refine and strengthen the new website design.
Simon Millier
Digital Development Manager
Adur & Worthing Council
