Understanding and attracting users

To complete these objectives we:

• Conducted senior stakeholder workshops and interviews to fully understand Southbank Centre’s organisational objectives and aims for the site
• Carried out expert evaluations of the website and best features reviews of other sites within the industry, in order to quickly assess the sites against recognised user experience best practice
• Completed several rounds of usability testing (both in-lab and on-site) as well as an online survey to support our learning with quantitative data from existing and potential users
• Proposed a new site Information architecture and provided advice to improve the taxonomy with results and insights from a card sorting exercise
• Generated personas portraying audience goals, behaviours and motivations when interacting with the site in order to help prioritise the design and implementation of features and functions. We used mental models to identify key points of influence and persuasion throughout the different user journeys
• Mocked-up wireframes based on customer insight and usability testing for a revised homepage and events page including how they would linearize for the Southbank’s responsive design