The Problem
Challenge
The City of Westminster needed a complete rebuild on their website and a migration from drupal 7 to drupal
9, with the rebuild also comes the necessity to completely redesign using updated Gov.uk Design guidelines.
A few UX pain points were highlighted.
- Lack of proper news and events portal for its citizens
- Lack of data visualization for real state developments
- Unclear Information architecture
Older iteration of the City of Westminster Website.
The Solution
Discovery
The first part of the project was the discovery process which was mostly run between research and
stakeholders, further identifying user needs and defining goals for UX.
User personas
Four user personas were mapped to be used by the project team on user research further on
the project, where their frustrations, goals & needs were analyzed.
The four main personas that use the website frequently
The Solution
User Research Session 1
A user testing sessions with similar city council website was done before the first design iteration to test some features and the information architecture of similar websites.
User Testing Questions
Imagine you want to pay your Council Tax online. Where on the website would you go to pay your tax?
Imagine you have just had a baby. Where on the website would you go to find out more about registering the birth?
Imagine you’re in financial difficulty and need support paying for Council Tax. Where on the website would you go to apply for Council Tax?
Imagine you have just moved house. Where would you go to update your details so that the council knows your new address?
Imagine you have discovery fly-tipping. Where on the website would you go to report it to the council?Imagine you have a child in a local Westminster school. Where on the website would you go to find out more information on school term times? .
The websites for the City of Birmingham and Brighton were used during the initial user testing section due to them already following gov.uk design and service standards
The Solution
Key findings
The pages performed well for a first round Alpha
Users understood what was being asked and where to find information
Calls to action were very intuitive and met user expectations
Search performed well, with all users finding the correct item for them in the top 3 results
Search is a required feature by some users and critical to others, is not just a backup for failed journeys
Actions to take forward
How to handle hand-off to external sites
Content from Westminster County Council and planning for governance and content style guides
Test end to end transactions in forms
Design Phase
First Iteration
In our website’s initial design iteration, we introduced fresh new visuals and conducted user research with 7 participants. Their feedback was overwhelmingly positive, as they praised the ease of use, intuitive navigation, and engaging interactions. Most users preferred using the search function to find what they needed, highlighting its efficiency.
As we moved forward, we focused on exploring events and cultivating a “community feel” to foster a sense of belonging and inclusivity. Additionally, we optimized contact touchpoints, strategically placing telephone contacts versus web-based communication for enhanced user convenience. Throughout the development process, we remained committed to adhering to the GOV.UK design system, ensuring consistent and accessible content governance. These actions helped us refine and expand the website, creating a more immersive and user-centric platform that catered to diverse needs while promoting meaningful user engagement.
Design Phase
Final Iteration
In the final iteration of the design, we took a different approach by making significant improvements to enhance accessibility and reflect the diverse community of Westminster. To prioritize accessibility, we decided to ditch icons and opted for clear and concise text labels, ensuring that users of all abilities can easily navigate and comprehend the website’s content.
To create a more inclusive and relatable user experience, we incorporated a variety of images featuring people from different backgrounds, cultures, and demographics, representing the vibrant tapestry of Westminster’s residents. By showcasing real people from the community, we aimed to foster a stronger sense of connection and belonging among users.
Throughout this iteration, we remained mindful of the user feedback received during previous rounds of research. The website now reflects a more human-centered design, enabling users to engage seamlessly with the platform and find the information they need, while fostering a deeper appreciation for the rich diversity that characterizes the city of Westminster.
Outcomes
The City of Westminster Redesign brought a significant page bounce decrease and a huge increase on the usage of the city digital services.