NHS Test & Trace
Live website updates and a full service redesign whilst accounting for ever-changing guidance during the COVID-19 pandemic.
St Andrews Links Golf
The Digital Remodel
The existing St Andrews Links Trust's (SALT) website had become dated and reflective of their internal business model and silos within the organisation, making it difficult to create a holistic view of the customer. Booking systems, user journeys and the whole digital landscape lacked a fan-centric, experience-led experience.
Understanding the problem
During the early stages of discovery, I ran multiple design thinking sessions with the client, unearthing and taking a deep drive into their current and desired customer base. 15 personas were identified during these sessions. I ran prioritisation sessions to refine down to a core base of 4 priority personas. These personas represented their customer base and desired future engagement with the golf club.
Persona & as-is journey mapping
I mapped the as-is engagement journeys for each persona, exposing pain points and engagement channels at each stage. Myself and the team ran interviews with internal St Andrews Links stakeholders, external golfers and non-golfers, and released a survey to better understand what golfers wanted in situations such as booking a tee time, viewing golf content, engaging with a club.
I created personas to illustrate our prioritised users. With these users in-mind, we could then map their as-is journeys.
To-be journey mapping
Mapping the future state experience
For each persona, we mapped a to-be journey pulling all the insights and big ideas we’d gathered. I bought to life various touch-points within these future-state journeys by designing wireframes to better convey ideas and our vision to the client. The future-state journeys included an e2e booking platform, shared itineraries, personalised experiences, virtual engagement and subscription memberships.
Information Architecture
Data-driven design through analytics analysis
I started by conducting a top-down site analysis of St Andrews’ Google Analytics, reviewing top hit pages, key drop-off points and understanding the as-is site needs. I could use this data to get a better understanding of the pages users were viewing.
I conducted competitor benchmarking and analysed how other golf organisations structured content. I pulled insights from best-in-class examples, from in and out-of-industry examples, to help formulate the proposed IA.
Defining and testing the new information architecture
The as-is IA was siloed and there was as lack of cross-pollination of content. I ran open card sorting sessions with client stakeholders and external golfer and non-golfers to help cluster content areas that avoided the siloed business model.
Taxonomy testing: Tree testing and label strength testing
After ideating the IA, I tested page labels to ensure terminology was intuitive. I created a basic interactive prototype to assist with tree testing, which was scenario-based. The testing consisted of:
- Label strength testing: Looking at the page labels in isolation and asking the user what they'd expect to find within that page
- Tree testing: User completing a scenario using the prototype, where I'd give them a confidence score based on completion accuracy
Design & delivery
Establishing sprint cadence to ensure agile project delivery
Our team was based in London, Scotland, and Romania. Therefore, we adopted a remote-first delivery plan. This consisted of 2 hands-on Enterprise Design Thinking collaboration sessions a week to overcome challenges and solve problems, 2 design-tech alignments and various agile ceremonies. This Way of Working was brand new to St Andrews Links, so we up-skilled their team in agile project management which benefited their internal business, as well as the delivery of the project.
Hosted on CMS, the site harnessed design and development accelerators, such as IBM Carbon Design System and IBM Experience Orchestrator, to design and deliver at pace.
View the interactive prototype of the map functionality above on web here.
I created 8 templates for CMS, and some 80+ wireframes for handover to visual. I generated a repository of common components to ensure consistency across the site pages and to reduce design and development time. This was also to ensure St Andrews Links' content authors could build pages off a set of pre-built components.
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I ran client collaboration sessions to ensure early exposure to ideas and content within wireframes, ensuring blockers were eliminated early sprint. I played-back the designs to client stakeholders, collaborating to overcome challenges. These weekly meetings enabled successful client communication and sign-off efficiency.
I produced design guidelines for St Andrews Links' content authors to align to, post-IBM engagement. This was to ensure non-designers could carry on creating pages which didn't break our design rules. They recommended the best components to use, fixed and dynamic sections, and 'do's' and 'don'ts' of each page template.
Learnings & Results
Leading the experience from discovery through to delivery
- I owned the UX of the full St Andrews Links redesign which is now a live site! View it here: https://standrews.com/homepage/
- Led discovery activities such as client workshopping, future-state roadmapping, project scoping, delivery, and requirement gathering
- Leveraged the Carbon Design System on the EXO as an accelerator for design, which had previously only been used for B2B products
- Project renewal accounting for $1M+ pipeline of creating a new E-commerce store to create a cohesive site experience
- 2M page views and 2.77 seconds average time per session suggests users are finding content quickly and easily
- £51k direct revenue generated from website sales - the best ever online sales figures
- 11k organic entries to the CRM due to success in sign-up feature
OTHER WORK
