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Summary
Over the last three years Southampton University in the UK has been doing a complete website redesign following an Agile process; user research and performance analytics have been an integral part of the Agile process from the very start. The website has a variety of products aimed at potential students and research collaborators. Performance analytics informed the business case and objectives and qualitative research in Discovery uncovered the user needs to improve the user experience. During alpha qualitative research informed the design of the early prototypes and in beta analytics and user research integrated qual and quant in a variety of metrics around performance and the user experience. The same metrics have been taken forward and enhanced in Live to ensure continuous improvement which sits alongside the new product roadmap. The presentation will outline the integration of qual and quant and give examples of what has been done, the metrics, and how they are informing the user experience and business objectives.
Key Insights
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The project emphasized a user-centered design approach to improve the University of Southampton's website.
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Analytics were crucial in establishing benchmarks and tracking performance before and after implementation.
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Integrating qualitative user research helped identify specific user needs and refine the user journey.
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The shift from a decentralized content strategy to a centralized approach streamlined information delivery and improved user experience.
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Collaboration between UX designers, content creators, and analysts was essential for creating a cohesive final product.
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Testing at scale with real users helped validate design decisions and ensure the website met user expectations.
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The project involved testing over 30 different user journeys to gather data on the most critical interactions.
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Utilizing heat maps and feedback tools like Microsoft Reaction Cards provided insights into user sentiment and engagement levels.
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The transformation process included transitioning from old analytics tools to new systems for better measurement and reporting.
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Continuous improvement is built into the design process, enabling ongoing adjustments based on user data and feedback.
Notable Quotes
"This is much more than a website redesign; it's about a complete change in how the University of Southampton does its digital presence."
"We realized we had to completely change our approach to the digital presence and focus on user-centered design principles."
"The data we're collecting is not just because we think it'll be cool data but is informing the user needs."
"We've had over 4,000 users volunteer to look at the beta of the new site, which helped us gather critical insights."
"The continuous improvement process is about not waiting for big issues to arise but monitoring data proactively."
"It's important to integrate qualitative insights with quantitative data to create a comprehensive picture of user needs."
"We had a lower dropout rate on the beta site, which is a strong indicator of improved user engagement."
"Our user journeys now reflect a better understanding of both student needs and academic content."
"Feedback from user testing confirmed that many were impressed with the ease of finding course information."
"If stakeholders can see the data in action, it helps validate the design decisions we're making."
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