Optimise engagement user journeys for Talk London members

01 / Summary

What was delivered and how

Services

  • Behavioural insight

  • Recruitment strategy

  • Remote user testing

  • Wireframing

Deliverables

  • 3 design iterations & options to A/B test

  • User-testing report

  • User-interface designs

  • Component library

Outcome

I leveraged insights from usability sessions to pinpoint crucial areas for enhancement and identified potential obstacles related to commenting on forum threads.

Delivered a component library, featuring new and improved components, seamlessly integrable into their design system

02 / The hypothesis

The objective was to streamline the user journey for these users, making it easier to complete surveys, post comments, and engage with the community.The following team's concerns:

Is the engagement journey intuitive?

Uncertain if users found the journey seamless from email to survey to discussion forum, lacking clear initiative or sufficient context.

Is the site easy to navigate?

The site's navigation had multi entry points but no visual clues to inform hierarchy for members to discover related topics, forums, and engagement opportunities. 

Discussion forum easy to filter?

Uncertainty regarding the understanding and value of the upvote and care functionality among Talk London members. Assessing the effectiveness of the search and filter feature in refining comment threads.

Is the page layout a barrier?

The page structure contained extensive policy information, raising concerns about its impact on members' ability to share perspectives in the discussion forum.

03 / The solution

Methodology & session outline

We conducted 11 usability testing sessions, 5 mobile, and 6 desktop.


The goal was to optimise the engagement user journey for Talk London members via email to discussion forum and find ways to increase engagement. 

We employed the 'Think-aloud' usability testing protocol, where participants verbalise their thoughts while using the live Talk London Website owned by Greater London Authority.


Tests were moderated to guide users through a structured process, including:


  • Introductory & warm-up questions 

  • Scenario task & feedback questions

Articulating analysis & research findings:

Articulating analysis & research findings:

Overview of task success rate

Analysing success rates for desktop and mobile to categorise outcomes as success, failure, or partial success rates to get a comprehensive usability overview.

Positive & Improvement Breakdown

Features are evaluated from members' perspectives, with identified positives and areas for improvement.

Systematic usability highlighting

Analyze and prioritize findings using a ranking system to assist product owners in drafting Jira tickets.

04 / Outcomes:

Examples key problems solved:

Deliverable 1 / Updating site structure and incorporating breadcrumbs

Usability sessions revealed navigational challenges due to duplicated pages, leading to dead-end user journeys. Addressed by creating a site map and incorporating breadcrumbs for enhanced site structure.

Visualised breadcrumb levels and utilised existing code from the London Mayor website

Deliverable 2 / Remove or reduce the effort required to post a comment

Deliverable 3 / Enhanced page structure to foster a welcoming and informative environment

Updated page structure:

Develop a discussion layout that promotes inclusivity and provides essential information without overwhelming members by applying accordions to policy information and members comments.

Comments thread:

Some members found the comment thread list difficult to follow, prompting the initial phase of improvements. Enhanced visibility by highlighting the number of corresponding comments and adding labels. Limited replies to three for clarity.

Client review:

“Increase in the conversion rates for members, from clicking on emails to participating onsite by taking surveys, using micro-interactions, and adding comments and ideas.


The team was calm, diligent, and very can-do. We really appreciated that they delivered what they said they would and there was never any drama. It was really nice to work with an agency who were so helpful, collaborative and competent.


Some design recommendations already build and making a difference and new features in the pipeline and will be A/B tested.” -


From Selina Holliday Head of Digital Engagement of Greater London Authority

01 / Summary

What was delivered and how

Services

  • Behavioural insight

  • Recruitment strategy

  • Remote user testing

  • Wireframing

Deliverables

  • 3 design iterations & options to A/B test

  • User-testing report

  • User-interface designs

  • Component library

Outcome

I leveraged insights from usability sessions to pinpoint crucial areas for enhancement and identified potential obstacles related to commenting on forum threads.

Delivered a component library, featuring new and improved components, seamlessly integrable into their design system

Optimise engagement user journeys for Talk London members for the GLA

01 / The problem

The objective was to streamline the user journey for these users, making it easier to complete surveys, post comments, and engage with the community.The following team's concerns:

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Zohrane ⏤ 2024

04 / Outcomes

Examples key problems solved:

Deliverable 1 / Updating site structure and incorporating breadcrumbs

Usability sessions revealed navigational challenges due to duplicated pages, leading to dead-end user journeys.


Addressed by creating a site map and incorporating breadcrumbs for enhanced site structure.

Visualised breadcrumb levels and utilised existing code from the London Mayor website.

Deliverable 2 / Remove or reduce the effort required to post a comment

Deliverable 3 / Enhanced page structure to foster a welcoming and informative environment

Updated page structure:

Develop a discussion layout that promotes inclusivity and provides essential information without overwhelming members by applying accordions to policy information and members comments.

Comments thread:

Some members found the comment thread list difficult to follow, prompting the initial phase of improvements. Enhanced visibility by highlighting the number of corresponding comments and adding labels. Limited replies to three for clarity.

03 / The solution

Articulating analysis & research findings:

Overview of task success rate

Analysing success rates for desktop and mobile to categorise outcomes as success, failure, or partial success rates to get a comprehensive usability overview.

Positive & Improvement Breakdown

Features are evaluated from members' perspectives, with identified positives and areas for improvement.

Systematic usability highlighting

Analyze and prioritize findings using a ranking system to assist product owners in drafting Jira tickets.

Methodology & session outline

We conducted 11 usability testing sessions, 5 mobile, and 6 desktop.


The goal was to optimise the engagement user journey for Talk London members via email to discussion forum and find ways to increase engagement. 


We employed the 'Think-aloud' usability testing protocol, where participants verbalise their thoughts while using the live Talk London Website owned by Greater London Authority.


Tests were moderated to guide users through a structured process, including:


Introductory & warm-up questions 

Scenario task & feedback questions

“Increase in the conversion rates for members, from clicking on emails to participating onsite by taking surveys, using micro-interactions, and adding comments and ideas.


The team was calm, diligent, and very can-do. We really appreciated that they delivered what they said they would and there was never any drama. It was really nice to work with an agency who were so helpful, collaborative and competent.

Some design recommendations already build and making a difference and new features in the pipeline and will be A/B tested.” -


From Selina Holliday Head of Digital Engagement of Greater London Authority

Client review:

Zohrane ⏤ 2024

Instagram

Linkedin