The RMF group sought to improve the online availability of their core business offerings and make services more accessible to internal and external clients.
Heuristic assessment of TASB RMF site. Performed user research to inform a mental model to more intuitively align with users needs and expectations of what services the business provides. Team pitch to client to secure design contract.
I joined a team comprised of a Sr. Project Manager, Sr. Information Architect, Sr. UX Specialist, Director of Design of Online Communications, Web Designers and the RMF Management team.
The information architecture fails to support the mental model visitors have of service locality within the domain.
The legacy site developed in Flash, hampers accessibility, performance, maintenance and SEO.
Navigation model confusing, complicated. Visitors abandon page exploration for the immediate feedback of the telephony channel.
I met with managers, Customer Service Representatives (CSRs) & budget influencers to hear directly from them what would make their jobs easier and listened to how fulfilling their customers needs brought joy into their own lives. These people care about the organization’s purpose and their clients, all of whom are committed to the public education of children in Texas.
The most common complaint is that customers repeatedly indicated they tried to accomplish tasks online but grew frustrated with the website, gave up and would simply call or email in their questions and requests.
Visually highlights problems such as Blocking Points, Task Abandonment and successes like Task completions.
Icons used to indicate gesturing, mouse movement and nuanced behavioral indicators in the recordings where video of the sessions was not available.
Identified issues by frequency, category and task
Analyzing the sessions produced a data set validating many of the teams hypothesis about what was wrong with the legacy site.
High Task Abandonment on primary business flows
No online help, not readily discoverable
“I have a relationship with the staff, I will just call.”
Non-intuitive unique interaction elements
Interaction touch points lack consistency of behaviors
Unique Flash elements especially jarring. Elements behave in unexpected ways from UI generally found online.
Navigation is not intuitve
Lack of wayfinding
Lack of information chunking
Inconsistent use of content
Labeling not in-line with the users mental model of the services
Competitors sites assessed for functionality, content, visual style, tone and structure.
Bisected study into two tiers, direct competitors and players in the vertical
Evaluated service delivery outside of risk management for advantageous design and content delivery
There is a lot of opportunity to leverage web based service delivery to become a leader in this space
Competitors with the budget to implement a fully realized online presence and offer fully functional online shopping, marketing and customer service experiences did just that.
The team presented the findings to RMF leadership showing that the current site was a clear hindrance to customers ability to complete tasks.
The Online Communications Design Team was awarded the internal contract to re-design the RMF site.
I had opportunity to contribute to the early exploration of solutions on the RMF project.
The RMF group agreed to contract with us and move forward. Online Communications could work with them to create a vastly improved online presence & service delivery portal. I was able to collaborate on the reimagined IA as a deliverable.
User Research showed that the navigation and site architecture are critical blocking points to users.
We undertook a current content inventory accounting for public pages, secured services, and the knowledge-base library.
Card sorting exercises and affinity maps provided insight how to realign the site with users’ expectations and improve discoverability.
We produced IA artifacts of the current and future content states to communicate the content strategy vision.