U1 Group Credentials 2015

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Devoted to defining experiences

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There are so many products and services for consumers to choose from every day.

Organisations need to be certain they have the right insight and strategy to move forward with success.

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Clarity and understanding, one step at a time. U1 is an independently owned Australian company that offers unbiased insight, driven by expert research.

For more than 15 years, U1 Group has tried and tested thousands of experiences and been fortunate enough to work with a diverse range of clients, all of whom face unique business challenges.

Our devoted team of professionals analyse both our clients’ and target audiences’ needs to ensure they enjoy their experience, every time.

What clients get is a definitive roadmap to long‑term success, not just a quick fix.

Organisations who work with us walk away with recommendations and advice – aligned with goals and resources – that resonate with audiences like never before. Now we think that’s an outcome worth working towards.

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U1 offers a range of tools and techniques to help clients create and tune their user experience.

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At U1, our extensive expertise spans four practice areas: Discovery & Design Experience Research Strategy Analytics & Insight

As a client, you benefit from our experience across each of these fields. Trust us to identify the root of your problem, then draw upon our knowledge in these areas - and collaborate with each other - to deliver exactly what you need. Let’s find out more…

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Discovery & Design

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Exploration. Discovery. Direction. Understand experience through research like never before.

DISCOVERY & DESIGN

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THE DETAILS

This practice area is about exploring intent. Goals are open‑ended and answers are unknown. It is perfect for clients who are interested in attracting a new market or initiating a new product idea and unsure of potential customers’ needs.

We work to new audiences, develop tools clients might need to enhance their current customers’ experiences, and define a path moving forward. Our team is likely to recommend going through this process as a first step if clients have the eventual goal of creating a new website or digital strategy.

DISCOVERY & DESIGN

The Discovery & Design practice helps clients in the early stages of a project, ideally before a solution has been fully realised. Beginning with a tough problem or question(s), we use workshops and other methods to gain a thorough understanding of both the business and its intended audiences to determine appropriate next steps towards a solution.

THE DELIVERABLES

Research methods may include observation, workshops, contextual interviews, mobile ethnography or diary studies. Results of this exploratory work will produce findings that lead to:

– insights to be further explored or validated with quantitative methods

– a prototype of a new product or service or a decision on what to design, define or build

– an engagement plan for how to incorporate customer feedback on a regular basis

– the initiation of a strategy or roadmap.

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Experience Research

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Unbiased analysis. Crystal clear certainty. Optimise your products and services by finding the X that marks the spot.

EXPERIENCE RESEARCH

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THE DETAILS

Our team has the ability to draw upon a broad range of research approaches (depending on what agreed project outputs are) during concept, design, pre‑launch or post‑launch phases.

We answer many questions in a structured, comprehensive, and meaningful way by identifying clear research questions, tailoring suitable project approaches to clients’ needs. This enables us to deliver product and service insights, and to provide actionable recommendations to help meet the most discerning customer and user expectations. Senior consultants also advise client on how to develop and implement evaluation frameworks that measure customer advocacy of products and services.

The Experience Research practice works with client creative, technology, marketing and strategy teams to create and instil great product usability and service experiences. We do this by leading projects through end-to-end analysis and focusing on user-centric design. The end result is meaningful insight and recommendations that can be shared and incorporated product and service development or reviews.

THE DELIVERABLES

Depending on the problems or questions clients would like us to solve, we provide the following:

– concept/design testing

– reports for usability testing, interviews, online user tests and surveys

– end‑to‑end product and service walkthroughs

– information architecture (IA) development and content models

– eye tracking, accessibility reviews and UX training services

– implementation of customer centric products and service metrics.

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Strategy

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Turn guesswork into good decisions. Drive your business forward with a roadmap destined for success.

STRATEGY

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THE DETAILS

Once we have the insights to identify where channels are working well and where to focus more attention, we create a clear roadmap of action for the short, medium and long term that allows the client to focus their efforts in the right places.

Having a clear strategy enables a client to demonstrate the value of their channels to the wider business. With a clear goal to work towards and an understanding of what steps to take, clients are able to identify the resources and processes likely to be required along the way to ensure success.

The Strategy practice helps clients who manage their customer-facing or staff-facing channels make them as effective as they can be, by taking a planned and considered approach that supports the overall business strategy. We work through a process of business discovery and user research to explore both the needs of the business and the needs of users.

THE DELIVERABLES

Depending on a client’s needs, they will receive detailed reporting on the research, plus recommendations and roadmap actions that may cover the following areas:

– product and service innovation/development

– content model and strategy

– social media approach

– device strategy

– governance, resourcing and delivery

– measurement and scorecard frameworks

– accessibility.

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Analytics & Insights

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Remove subjectivity and redefine the possibilities. Measure – and let insight lead the way.

ANALYTICS & INSIGHTS

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THE DETAILS

Our quantitative researchers are highly qualified professionals with the ability to analyse information, interpret it in a commercial environment, and make practical actionable recommendations. They have strong technical skills and can apply multiple analysis techniques to better understand data including inferential statistics, predictive modelling, segmentation, and text analytics to name a few.

We work as a team to ensure research is holistic in its approach, and that clients receive the best of both qualitative and quantitative research.

The Analytics & Insights practice helps clients make informed data-driven decisions at both strategic and tactical levels to achieve organisational goals. Overall objectives include reaching definitive conclusions and recommendations – and, where applicable, projecting future outcomes – based on quantitative data analysis and statistical measurement and testing.

THE DELIVERABLES

Clients can expect from this area:

– prioritisation of key qualitative findings, a greater understanding of broader target populations, and the making of future predictions

– analysis of multiple internal/external data sources

– monitoring of performance, pre‑ and post‑launch of a product, service or initiative

– rigorous reviewing of websites and intranets for usability issues and content gaps

– devising of a customer experience driver framework – identifying, measuring and tracking the end‑to‑end customer experience, including pain points.

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What we have done for others

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The Bureau of Meteorology Advertising vs usability kicking up an award-winning storm

The Australian Bureau of Meteorology came to U1 Group looking to find out whether the presence of paid advertising on its site hindered visitors from accessing weather information.

To explore how it affected users, U1 carried out lab‑based user testing and online usability studies. Participants were asked how they felt about advertising on the site. At the same time, U1 measured whether the ads interfered with the user’s ability to complete certain tasks. Both strategies allowed U1 to get a statistical assessment of each design that could not have been achieved with lab‑based testing alone.

EXPERIENCE RESEARCH


THE BUREAU OF METEOROLOGY

OUTPUTS OF FACE-TO-FACE MODERATED LAB-BASED TESTING

TASK RESULTS (EXAMPLE ONLY)

Participants 1 2 3 4 5 6Task

1a Initial Application

1b Personal Details

1c Employment Details

1d Financial Details

1e Credit Limits

1f Review Application

1g Submit & Finish

For the Bureau, we implemented moderated user testing. The images below show what this approach usually involves.

1) This table summarises what tasks participants were able to successfully complete during research and testing. (It is sample data only.)

2) Moderated user testing often involves discussing and writing down feedback with participants.

3) In addition to testing the usability of websites on desktop computers, we also test on mobile devices.

2) 3)

1)



OUTPUTS OF ONLINE USABILITY TESTING

As part of our research for the Bureau, we also carried out online usability testing. These images demonstrate the types of interactions we measure and the results we are able to gather via our proprietary online testing tool, Loop11. Note: The figures shown are not related to the Bureau of Meteorology project – the images comprise sample data only.

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Most common success page

Most common fail page

Time to complete tasks (secs)

Overall task completion rate

Task description to participants

Number of participants

User interactions

WHAT WE HAVE DONE FOR OTHERS


Participant path analysisClickstream and heatwave

analysis



Project results & highlights

Using definitive data from in‑depth quantitative and qualitative research, U1 could confidently advise and suggest improvements. Overall, no negative effects on usability were found from the inclusion of advertising, however, participants did voice concerns over the types of ad content that would be shown.

The Bureau of Meteorology was able to take this feedback into consideration before going live. Excitingly, after launch, the website won a 2014 Australian Mobile and AppDesign Award in Sydney.

The final award‑winning homepage design.


Bush Heritage Australia How to rally donations and convert supporters into lifelong fans

Garnering financial support is a challenge that all not-for-profit organisations experience. Resources are limited; not knowing what makes supporters tick can often lead to the ineffective use of precious funds.

Bush Heritage Australia came to U1 Group asking how it could best allocate its resources to inspire potential supporters to take action – and motivate one‑off donators to become long‑term fans.

To understand attitudes, behaviours and needs, U1 Group ran focus groups with a total of 34 participants comprising both existing and potential supporters. Staff and stakeholders were also quizzed so their point of view could be considered.

A fantastic set of five personas representing each audience group was delivered, along with detailed customer journey maps that highlight each supporter’s engagement patterns.

EXPERIENCE RESEARCH DISCOVERY & DESIGN


BUSH HERITAGE AUSTRALIA

EXAMPLE OUTPUT OF A CUSTOMER JOURNEY MAP



EXAMPLE OUTPUT OF A PERSONA




After completing the research, our findings determined the following strategies would help generate (and sustain) donations from supporters:

– Sharing the impact of contributions via visually engaging stories

– Posting regular updates via social media channels

– Investing in SEO to rank for keywords related to its cause

– Providing educational materials free of charge to those interested

– Pairing tax receipts with feel‑good updates on how funds are being put to use

– Asking supporters how they prefer to receive communication

– Getting involved with grassroots conservation groups

– Offering non‑financial ways to contribute, such as volunteer opportunities

– Ensuring supporters are greeted with a personal experience each time

– Acknowledging long‑term supporters as ‘part of the team’

– Articulating long‑term goals.

Of course, there is no one‑size‑fits‑all approach. For Bush Heritage Australia, we identified which methods would work best for different audience groups compared to others.

Bush Heritage Australia was invited to view the focus groups and interviews, up close and personal, in U1 Group’s professional UX testing facilities. This experience was a great eye‑opener. Staff members were able to uncover thoughts of participants firsthand, and validate internally what was working and what wasn’t.


Department of Economic Development, Jobs, Transport, and Resources Rethinking the goal to achieve definitive success

U1 was approached by the team responsible for “SwitchOn”, a website designed to help Victorian consumers become more efficient energy users. They were experiencing issues with an offer comparison tool they’d developed.

After employing an innovative co‑design process to define the problem, U1 discovered it was not the usability of the tool that was causing users to abandon the site; it was the information it conveyed.

Through multiple workshops and rounds of testing, U1 was able to revise the team’s wireframes in line with users’ needs.



DEPARTMENT OF ECONOMIC DEVELOPMENT,

JOBS, TRANSPORT, AND RESOURCES

EXAMPLE OF FOCUS GROUP AND AN IN-DEPTH INTERVIEW

Effective problem solving can result from the running of focus groups, workshops and interviews at early stages of a project – with both participants and stakeholders.




EXAMPLE OUTPUT OF WIREFRAMING

After going through the ‘discovery’ phase, we assisted “SwitchOn” with its ‘design’ phase. This involved coming up with wireframes that would suit the needs of the organisation and its users. As shown here, using South East Water as an example, wireframes we create and deliver can range from black and white drawings through to design‑ready high‑fidelity interactive templates.

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The benefit of co‑design – an incredibly powerful approach to problem solving – is that it interrogates problems at the core. It increases the depth of understanding and consequently yields far greater ROI.





WorkSafe Creating web accessible content for users of all abilities

All government agency websites in Australia are required to comply with ‘A’ level Website Content Accessibility Guidelines (WCAG 2.0), and all Federal government sites in Australia must be compliant with ‘AA’ guidelines.

WorkSafe is just one of many clients that have come to U1 for an accessibility audit to adhere to these rules. Unlike other providers, audits involve a bulletproof combination of both manual and automated testing, and come with practical and actionable recommendations.

Accessibility audits are not just for the government sector. They lend themselves to better user experience and are best practice regardless of industry.

Other organisations we have completed audits for include Zoos Victoria, Victoria University, Telstra, RealEstate.com.au and the Department of Veteran Affairs.

EXPERIENCE RESEARCH DISCOVERY & DESIGN STRATEGY


WORKSAFE

ACCESSIBILITY REVIEW OUTPUTS

Expert review and manual inspection of homepage and high‑level index pages code using a variety of web developer tools and page sources.

Review search forms and search results (successful and unsuccessful queries).

Navigational elements of the site.

Online media such as interactive or audio‑visual content.

PDF reviews are executed with

Adobe Acrobat X Pro.

Test legislative compliance with WCAG (2.0) Level AA standards.

Manual inspection coupled with automated technology ensures every potential user can access the website/interface, including those with physical, sensory and cognitive impairments or disabilities.

Forms/ Complete processes and user task flows.

The example graphic below shows some of the criteria we examine when determining compliance.

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ANZ Understanding consumer behaviour online through eye tracking

Eye tracking uses advanced infrared technology to study what users are looking at when interacting with websites. The method monitors eye movements across the screen while users execute tasks, and determines what elements people are drawn to (and how they interact with them) on a page.

ANZ came to U1 Group to figure out how it could best promote certain products within a particular section of its website. Eye tracking served as the perfect way to analyse general behaviours, preferences and motivations. It was combined with a ‘think out loud’ approach, encouraging participants to verbalise thoughts and actions – meaning ANZ could clearly understand overall impressions of the experience, and how it could best optimise its website to meet user needs.



ANZ

EYE TRACKING TECHNOLOGY

The following images show the set up we use when conducting eye tracking as a research exercise. A moderator watches what a participant looks at on screen using Tobii technology (for both desktop and mobile) while interacting with a site/prototype. You can also see the outputs, which include maps that indicate a user’s gaze. Note: The websites shown are not ANZ products.


ANZ

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The U1 Toolkit

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ACCESSIBILITY AUDITS

Online experiences should be inclusive for all. That’s why adherence to Web Content Accessibility Guidelines (WCAG) is an important Australian regulatory requirement. Accessibility audits provide you with a report that outlines your compliance, with actionable recommendations for addressing non‑compliance points.

BENCHMARKING AND TRACKING

Benchmarking and tracking allows easy comparison and identification of aspects of your web presence and/or service that are performing well and areas that are in need of improvement. You get the insight you need to develop plans and target specific areas for improvement, and track your improvement.

BUSINESS DISCOVERY

Before starting any project, you can rest assured we get to know you, your intended audience and what you understand about your project (or problem). This means we meet with you and your team to solidify information, fill in knowledge gaps and collaboratively determine key goals.

CONTENT AUDIT

A content audit helps you identify the areas of your site content that are most in need of attention. It can form part of a content strategy, or work as a stand‑alone activity that enables you to focus on creating high‑value content that supports the goals of your site visitors.

CONTENT STRATEGY

A content strategy helps you create useful, usable content that your users need, and that supports your overall business goals. We run several activities to create specific recommendations for the short, medium and long term and ensure you have governance guidelines to maintain the improvements.

CX DRIVER FRAMEWORK

A customer experience (CX) framework is an asset we create for you in conjunction with key stakeholders when studying new or existing products/services. It focuses on identifying what drives successful interactions and experiences for customers, end‑to‑end, and how/what can be improved.

DATA ANALYTICS

Receive a comprehensive review of internal/external data to assist with project discovery, support research findings and make better business decisions.

DEPTH INTERVIEWS

Depth interviews are conducted one‑on‑one rather than in a group environment to dig a little deeper. Findings contribute to the development of wireframes, design concepts, personas, customer journey maps or a digital strategy.

DIGITAL STRATEGY

A digital strategy will help you think long‑term the about content, governance, and resourcing needed to ensure your digital channels are effective. We create a strategy and roadmap to give you direction and focus on the needs of your users.

THE U1 TOOLKIT

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EXPERT REVIEW

Our consultants will draw on our combined experience observing thousands of users’ interactions with live interfaces, along with a set of established user experience principles, to identify issues with your digital assets (e.g. websites and mobile applications). We also provide recommendations on how to successfully address any concerns.

GLOBAL FUNCTIONAL REVIEW

Best practice reviews provide examples of best practice principles relating to design, content and functionality associated with key objectives you may have in mind for your website or application.

GOVERNANCE

When you’ve made an investment in creating a better experience for those who use your digital channels, you want to make sure your improvements ‘stick’. A governance framework ensures these improvements – including content, information architecture and search integrity – are sustained over time, preventing priorities and developments heading off track.

MOBILE ETHNOGRAPHY

Mobile ethnography involves participants providing us with insight into their lives via an app downloaded to their smartphone. Findings then facilitate empathetic design and drive product/service development that is suited to customer segments.

MODERATED CARD SORTING

Card sorting helps you explore and produce the most effective information architecture (IA) possible. This technique enables us to understand how users classify content and what terminology they might use to describe this content.

MODERATED IA VALIDATION

Moderated IA validation research explores the effectiveness of an existing or draft site structure in a face‑to‑face environment. Feedback and results from participants highlight what is working well within your IA and what’s not – and what opportunities there are for improvement, along with recommendations for changes.

MODERATED USER TESTING

This research method helps you gain insight into how well your digital (e.g. website, mobile application) and non‑digital (e.g. paper based forms, bills) assets meet user needs and expectations via one‑on‑one task‑based interviews with users. You walk away with actionable recommendations. Depending on your needs, we can conduct one‑off testing or incorporate an ongoing lean, agile process.

ONLINE IA VALIDATION

This technique involves giving participants an online survey to assess the effectiveness of an existing or draft information architecture (IA), also commonly referred to as site structure.

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ONLINE USER TESTING

Online user testing is a task‑based activity that provides insight into how well your digital (e.g. website, mobile application) and non‑digital (e.g. paper based forms, bills) assets meet user needs and expectations. It delivers greater geographical scope and facilitates bigger participants numbers as users complete the testing online; they can respond in their own time and in their own environment.

OUTSOURCING RESEARCH

Outsourcing a research capability into your organisation allows you to meet the needs of consumers and stay ahead of the competition – with minimal disruptions and overheads. We can provide you with this robust solution by integrating our research team with your company. The approach is lean; it’s productive, low in cost and quick to implement.

PERSONA DEVELOPMENT

Essential in developing successful digital experiences, personas allow you to recognise who your users are – and ensure you offer products/services clearly aligned with their needs. We consolidate research findings to create a set of personas that provide a reference point for your users’ core behaviours, motivations and expectations.

QUANTITATIVE SURVEYS

Quantitative surveys give you access and insight to customers’ opinions. Statistics from research can be used to assist business decisions, test specific hypotheses, analyse relationships between information, and identify (or validate) key sub‑groups of customers.

SERVICE WALKTHROUGH

In a service walkthrough we simulate the customer experience of a service or product from end‑to‑end. This technique provides invaluable insights into how the customer experience is influenced by many different areas across an organisation, and where it can be improved.

TRUE INTENT ONLINE STUDY

Achieve a greater understanding of who is visiting your website, and what their perceptions are. We intercept live visitors upon arriving at your site and invite them to provide feedback on their experience. The data can influence a web redesign or rebuild, or assess the impact of changes after a new site is launched.

USER JOURNEY MAPS

Gain a visual illustration of the different touchpoints users experience when interacting with an organisation or service. The ‘journey’ depicted tells an engaging story based on the customer’s experience, and sometimes includes their emotional state. Journey maps can reflect either the ‘current state’ experience or a ‘future state’ vision.

UX TRAINING

If your organisation is seeking private UX training, we can offer bespoke face‑to‑face day courses on a range of topics that can be customised to your needs, hosted at your premises. We also offer several online UX courses you can undertake in your own time, and present at events and guests lectures upon request.

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WEB ANALYTICS

Web analytics can also be used to assess and improve the effectiveness of a, website. The data can be used for benchmarking and tracking.

WIREFRAMES

Having invested in user research, it is important your research findings translate into an improved user experience. We can provide high‑quality wireframes that provide a blueprint for delivering the best possible design solutions. If required, they can be matured into a clickable prototype for the purposes of user testing.

WORKSHOPS

Gain an excellent understanding of how your users (and potential users) operate in the world. Understand their current experiences and articulate pain points and identify opportunities for improvement. You can also ask for their help in creating new solutions.

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“U1’s support was invaluable on our project; it was very helpful to have their impartial view and expert opinion. The research conducted was excellent, it really gave us a good sense of what our users really need and want.”

KELLEY JOHNSON WEB MANAGER, AUSTRALIAN SCHOOL OF BUSINESS (UNSW)

“We engaged U1 to help us improve the overall user experience of our new website. They really immersed themselves in our business to understand both the system and its key components. They then helped us implement the research findings so as to enable an elegant new solution which follows best practice in every possible manner.”

ROB HARRIS FINANCIAL SERVICES MANAGER, NAB WEALTH

What our clients say about us

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“RMIT’s web community and project team worked extremely hard to transform this large and complex website. U1’s early involvement in the project, producing the requirements documentation and conducting lab testing, was a contributing factor to achieving this recognition.”

RODNEY ZANDBERGS SENIOR MANAGER OF USER EXPERIENCE, RMIT (2015 WEBBY AWARD HONOREE)

“The UX team was really good to work with. They made themselves available, they were great with feedback and helping us understand how to best apply the sentiments captured by the users. We found the team where creative in applying alternative perspectives – which in our case included drawing on experiences in different sectors.”

AMANDA SHEEHAN SENIOR POLICY ANALYST, DEPARTMENT OF ECONOMIC DEVELOPMENT, JOBS, TRANSPORT AND RESOURCES

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Make every moment count

119 Ferrars St South Melbourne Vic 3205 + 613 9684 3470

Level 1, 26‑28 Wentworth Ave Surry Hills NSW 2010 + 612 9261 4624

[email protected] www.u1group.com

U1 Group Credentials 2015

Services

Transcript of U1 Group Credentials 2015