Summary
Obviously the design of a web site and issues such as public perception and corporate branding are somewhat subjective and, not surprisingly, we had a wide spread of opinions about both the current site and the future direction we should be taking. Having said that a number of common themes can be identified and we have summarised a view which most could agree with to some extent.
The overall perception of the current site is a positive one however there are a number of areas which can be improved. Here is a summary of the main points which have been identified from the survey:
- Most successful areas are those which are interactive and time-dependent (eg job vacancies, library catalogue and bus timetables)
- Content gaps should be filled and more interactive services introduced (eg online payments)
- Visually the site should be more appealing with a more modern and professional graphic design, including better use of colour and pictures
- Navigation should be simplified and the content structured more intuitively (eg tab names and content found under them)
- An improved search facility should be a top priority
- The site should be professional, informative, friendly, simple and attractive
Current User Experience
Most (about 80%) felt that the current site promotes a favourable user experience. The main reasons for this were the consistent design and the clear and easy navigation. Interestingly, despite the positive overall view, many more comments related to improvements. An improved and more visible search facility and a simplified and more intuitive navigation structure were the most common changes requested. Also mentioned here were the long lists of information on some pages, the scrolling front page and the long download time.
Successful Areas
Some general site-wide issues were identified, in particular the A to Z Site Index, consistent layout and design and the home page, especially the quick links. Specific site sections which were mentioned were dominated by our current online services: job vacancies and the library catalogue. Other content which is seen as successful included bus timetables, archaeology (including the Sites and Monuments Record) and planning (in particular the Local Plan).
Shortcomings
Many were identified across all aspects of the site and few were mentioned by more than one or two respondents however some common themes did emerge. There is a clear need for more interactive sections, for example online payments. A number of sections are presented under a misleading tab and a move to a different categorisation was suggested. It was noted that the text on the tabs and the left-hand navigation appears fuzzy and can be difficult to read. Generally more use of colour in the graphic design was felt to be beneficial. Some specific site features which could be added included weather forecasts and webcams.
Perception
Adjectives which were mentioned by a number of respondents (in order of popularity) were professional, informative, simple, friendly, intuitive, colourful, attractive, usable, reliable, local, searchable, accessible and open. Others that were suggested included, inviting, welcoming, clear, lively, logical, helpful, relevant, truthful, fast, comprehensive, sleek and alluring.
In general, the current site was thought to be well regarded. It was suggested that this may be quite different to the current offline perception of the Council.
Other Sites
Two sites dominated, namely the BBC and Google. The BBC site was held up as an outstanding example of a huge site which is still easy to use and Google for it's excellent search results. Other sites were mentioned for their inventive use of corporate branding, clean and simple look and feel and good content structure.
Branding
There was a fairly consistent view that some use corporate branding (logo and colours) was required and that it should be obvious to the user that they were on the Council site at all times. Within this it was felt that the use of branding should be flexible enough to allow for improved usability etc. and that there was no need to be tied closely to either the current design or the current visual identity guidelines.
Promotion
A number of current methods of promotion were identified including stationery, council vehicles, leaflets, posters and email footers. A couple of areas were mentioned which could be better used in the future were the internal promotion of the address to our own staff and making the address obvious at public reception points in council offices.
Other Specific Points
Detailed below are a number of other, more specific points, which should be considered as part of the process. By their nature these may well disagree with both the general summaries provided in previous sections and each other.
Site design and functions
- Highlight search term on pages found
- Site "tools" should be more prominent
- Add cross-linking between related sections, for example local events from job vacancies
- Provide features such as weather forecasts and webcams
- Use interactive opinion gathering and consultation
- Clickable triangles used on current site are difficult to use and unintuitive
- Remove Did You Know feature from home page to free up space
Site content
- Recognise that many visit our site for visitor and tourist information and broaden content in this area, for example Cairngorms National Park, Formartine Way etc.
- Sell Aberdeenshire as an area to live, work and holiday
- Concentrate on content only the Council provides
- Increase the number and scope of images in the photo gallery
- Include links to schools websites
- Refer to 8 Services not 9 Departments
- Improve planning information
- Provide a bus journey planner and timetables in .html format
- More shortcuts to contacts information
