Project Summary
Aberdeenshire Council's corporate web site is an increasingly important communication channel for the organisation. The current design was developed in-house and released in April 2002. Since that time use of the site has grown considerably, as has the breadth of content and, to a lesser extent, services available. A number of issues have been identified with the current design, both in visual and technical terms. The redesign project aims to address these by creating a new structure, look-and-feel and technical infrastructure for the site. The particular goals and measures for success are detailed in the key goals.
Target Audience
Due to it's nature the site attracts a wide audience. The more important groups of users include our residents, local businesses and tourists as well as those who may be thinking of moving or visiting the area. The user personas give more details of a cross-section of the user base.
Perception/Tone/Guidelines
- Professional; informative; friendly; simple; attractive
- Clean and modern graphic design with better use of colour and pictures
- Sell Aberdeenshire as an area to live, work and holiday
- Change traditional negative perception of the Council
- Consistent site-wide corporate branding
- Task-oriented intuitive navigation
Competitve Positioning
While the Council is not, strictly speaking, competing with others we are judged, both formally and informally, alongside other public sector sites. Aberdeenshire Council would wish to be considered as a leading site, particularly when rated against our peer group of Scottish local authorities. Professional image, clarity of navigation, breadth of information and number of online services will all improve the site's success in the eyes of our customers and peer group professionals.
Single-Minded Message
Professional information and service delivery
