Challenge
Our client was The City of London Corporation.
The project was redesigning the section o council website so that it will be easier to use and their residents can have a better online experience.
Approach
Our team decided to focus mainly on improving the alcohol licensing section of the website. So it will be beneficial for more number of user of the website as there is a huge no of bars and restaurants in this council and new business owners need to apply for licences online
We approached to this project in 4 steps:
Discoveries
While synthesising the insights from users we found out that the Users are new business owners, entrepreneurs and lawyers and solicitors.
Users want clear information about licensing process, guidance while applying for the license. They want to know which license exactly they need to apply for and they don't want to hop website to website to find right information.
We found out that current online process of applying for a license is overwhelming, the language of the online forms is difficult to understand. New business owners sometimes unwillingly need to involve a third party lawyers or solicitors while applying for the license.
Solution
In the process of finding solution, we studied user journeys, their pain points and built some concepts to solve the problem.
The concepts like
What licensing quiz - Instead of users deciding what kind of license they need website will tell them what kind of license they need by asking them some questions.
Live Interaction - If users feel stuck at any point of time then they can chat online to the council person to ask question.
Peer Guidance - Creating a forum of the users who already have applied for the license and new license
Outcome
Based on our concepts we built wireframes and clickable prototype which solves the users problem.
We made the online licensing form simpler, intuitive and made applying for the multiple license at one go by avoiding repetitive questions possible
User testing
We tested our prototype with business owners who’d taken part in our user research.
We gave Users tasks to complete and observed their facial expressions while they complete their task and where they are feeling happy of annoyed and asked for the feedback after they finished.
We iterated on the designs, based on the feedback.
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