Customer journey mapping, website content and navigation redesign
Tender ID: 486540
Tender Details
Tender Description
This Tender is invited by the Issuer.
To better reach and connect Australians to the Library’s collections, we need to transform the way in which we create and curate information.
To transform the way in which we curate information we need to understand the journey our various users take. Understanding the user journey will empower content creators across the library to develop, structure and present information in ways that meet the user need.
The Library wants to understand what their audience expects when they visit nla.gov.au, including:
• the information they seek,
• the transactional steps they intend to complete,
• their goals when visiting and using the site, and
• the pain points experienced throughout their journey.
This project will identify user behaviours and opportunities for website navigation and content improvements, apply research outcomes and concepts in user testing, inform website and content governance, and educate content owners and content champions.
In 2021, the Library conducted research into audience segment groups and identified 5 segments, with a total of 17 user personas within these segments. An accessibility audit conducted by Vision Australia in late 2021 also identified areas for improvement in relation to brand application and navigation.
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