Redesigning the user experience
Step 1
Conduct product discovery and research
Step 2
Define the product journeys and content
Step 3
Develop strategy, backlog, and roadmap
Step 4
Iteratively design and prototype user experiences
Step 5
Continuously test and measure
Challenge: Websites and applications that are difficult to use lead to low customer satisfaction and high abandonment rates. Many government websites fall far behind in terms of mobile accessibility, intuitive and discoverable content, and automated forms. These and other factors all impact the ability of government agencies to interact with both citizens and the workforce alike, leading to inefficiencies and frustration.
What’s at stake: These and other factors all impact the ability of government agencies to interact with both citizens and the workforce alike, leading to inefficiencies and frustration.
Solution: To address these challenges, Ibis uses its total experience framework to redesign user interfaces, information architecture, and content so that users can discover and engage with government services. We begin with qualitative and quantitative user research to understand user behaviors and their desired touchpoints, tasks, and journeys. We also perform heuristic evaluations and testing of both content and website use. With this data, we use methods such as LeanUX and user centered design to rapidly prototype visual design systems and information architectures. In parallel, we transform the content and site taxonomy and then iteratively build the new front-end experience, integrating AI-driven workflows where possible. At every phase, extensive user testing and continuous feedback provides
Capabilities: Qualitative and Quantitative Research: Conducing user research User Segmentation: Defining customer archetypes and behaviors Customer Experience Strategy: Defining user journeys, task flows, touchpoints Roadmap Development: Developing the Minimum Viable Product and features Experience Design: Using LeanUX, user centered design, and design methods to iteratively prototype and build accessible visual design and experience Content Management: Transforming and developing content and content strategy Performance Measurement: Continuous measurement and testing of the user experience
Methodologies: Customer Experience Strategy, Experience Design, Qualitative and Quantitative Research, Content Management
Case Highlight: Chief Digital and Artificial Intelligence Office, Advana UI/UX Solutions. The CDAO Advana program provides the Department of Defense with advanced data and analytics technologies and the capability to use AI/ML to build advanced data products. The program serves over 100,000 users and provides the capability to create dashboards, data models, and data-driven applications. For Advana, Isobar conducted extensive qualitative and quantitative research to define the main user groups (personas) and understand user needs, pain points, and behaviors regarding the web experience at Advana. Using the outcomes from research, we rearchitected the information architecture and content for Advana websites, developed the future state user requirements, strategy, and roadmap, and created a new visual design and content model. Using the outcomes from research, we rearchitected the information architecture and content for Advana websites, developed the future state user requirements, strategy, and roadmap, and a new visual design and content model. U.S. Army Military Academy at West Point, Website Redesign. The U.S. Army Military Academy at West Point required a modern digital experience for a range of users, including prospective cadets, families, academics, and others. Ibis began the modernization by performing strategic user research and assessing site content and performance. Using this data, we created user journeys and a revised site taxonomy and information architecture. With this foundational information, we developed a revised, modern visual design and site navigation and then produced prototypes that were then tested with users. This data-driven approach empowered the USMA team to make informed decisions and continually improve the user experience. U.S. Department of State, Global Public Affairs Analytics Platform Redesign. The Department of State (DOS) Bureau of Global Public Affairs (GPA) Research and Analytics team created an analytics platform to handle media monitoring, social media evaluations, and analyst-created report content for users worldwide. Their vision was to create a visually appealing and easy-to-use interface that highlighted important news stories and allowed users to quickly find information. Ibis conducted extensive user research and performed a heuristic study on the platform to define pain points. We then produced customer archetypes, future state journeys, and a product roadmap. With this input, our team redesigned the visual interface, producing wireframes and high-fidelity mockups, and a theme UI kit for the platform, resulting in an improved user experience.