Uncovering additional time-sensitive drivers adds further impetus to discovery
With the NSTA’s current content management system (CMS), which powers both the website and intranet, reaching the end of its life, there was added impetus to the project which applied a limited timeline to both discovery and implementation of its outcome. The Spindogs team adjusted their approach to inform both an MVP solution and subsequent phased implementation to ensure we could support the NSTA in upgrading to the latest Umbraco version, while meeting the challenges of the timeline.
From our initial discussions, it was clear that the technology and processes used weren’t providing the best user experience for NSTA’s editors and audiences. The version of Umbraco (7.15.7) was coming to the end of its life, which posed numerous technical risks, not to mention security vulnerabilities that came with the soon-to-be outdated site. As the team looked at upgrading to Umbraco 10 and the latest version of long-term support (LTS), rebuilding the website on a newer version of Umbraco would reduce these risks and provide a better user experience for all audiences, both internal and external, who engage with NSTA online.
The NSTA also had an intranet that was powered by the same Umbraco CMS front-end, causing complications and additional steps when it came to updating and uploading content. Our remit included a review of the intranet setup and researching alternative platforms to help provide a streamlined infrastructure and make it easier for editors and internal audiences to produce, manage and engage with the content.
Joining the dots on the NSTA’s digital landscape
At Spindogs, the majority of our work is based on evidence. We don’t like to make assumptions, which is why we take the time to research and gather data to inform our decision making and recommendations. The Insights stage of Discovery is designed to arm both us and our clients with an unbiased snapshot of the current digital status before progressing with defining the features and functionality of the new website.
The Insights stage combined all of our expertise to deliver a range of analyses and audits to help provide us with the information and data we needed to propel us into the subsequent interactive Exploration phase. As part of the Insights stage, our teams delivered in-depth UX, technical and accessibility analyses, as well as an audit of the existing analytics set up and a review of the visual brand, to assess and understand both current performance and identify gaps for improvement. We also conducted a competitor analysis to understand the competition and provide an unbiased view of the landscape, before we moved on to discussing the content, brand and functionality in the next stage of the project
Bespoke discovery options tailored around Unique requirements
During the Discovery process, we were fully aware of the importance of creating engaging visual content which showcased the NSTA’s work, while also meeting the required accessibility standards. We undertook a detailed accessibility audit, identifying inherent issues with underlying technology, layout design and content. Key to maintaining accessibility post-launch is regular content maintenance, and we provided clear guidance on where to be mindful and how to implement consistent accessibility practices.
In addition to relying on the subsequent Exploration sessions, we also took the opportunity during the Insights stage to directly interview key stakeholders in one-to-one sessions. This ensured that we not only built-up additional insight but maintained project momentum and buy-in from the NSTA’s stakeholders. While slightly out of the norm for most Discoveries, it’s crucial when working with organisations where many disparate voices will be heard to fully engage and take stakeholders on a journey of project ownership and inclusion.
Action-focused insights provide platform for stakeholder engagement
The NSTA immediately recognised the value of the Insights Report in painting a detailed picture of their digital landscape, quickly identifying deficiencies in technology and infrastructure and highlighting areas of focus for both site structure and content hierarchy. The NSTA singled out the stakeholder feedback as being extremely educational with clear scene setting for the next stage of the process.
Armed with the research and detailed understanding from our series of best practice reviews and audits, we were in a good position to move forward into the Exploration phase, which would provide us with opportunities to engage with key stakeholders at NSTA, challenge assumptions and define features and functionality for the new market-leading website and intranet.
The level of detail and insight Spindogs provided in the discovery phase laid solid foundations for the development and deployment of our vastly improved website. We were particularly impressed by the stakeholder feedback gleaned and the recommendations Spindogs came up with.
Identifying and defining website requirements
Drawing on our research and insights, we collaborated to deliver a series of Exploration sessions with key stakeholders across multiple departments. The aim of the Exploration stage was to identify NSTA’s user personas; the drivers behind their visits to the website, any frustrations felt across different departments and the features and functionality that would help provide a better experience for all audiences. We also held collaborative sessions to gather feedback on the existing intranet infrastructure and the benefits of using Umbraco vs Sharepoint as a resource hub.
The inclusion of experts drawn from our key areas – brand, technical and marketing – ensures that we can take a holistic view of activity. This enables us to include a team of specialists in each workshop, capture the most important information and ensure we’re providing a full-service to our clients. For example, our time spent discussing and identifying user personas and their journeys informed our sessions on website design and content hierarchy, giving us a better understanding of what users need, the functionality that supports them and how the page layouts will provide a better user experience for everyone.
Making virtual a reality
With the NSTA team located in Aberdeen and London, and Spindogs in Wales, the entire Exploration process had to be remote. Despite participants being geographically separate, we successfully held several virtual exploration sessions with the NSTA team. By using Microsoft Teams to host our exploration sessions and visual collaboration tools like Miro and LucidChart, we were able to collaborate, discuss and define the requirements for a market-ready website and intranet that serves the NSTA and their audiences.
By creating ‘drop-in’ style sessions, it enabled more of the NSTA’s team to join sessions, and to further improve engagement we halved the time we would typically allow for sessions to fit better into calendars and ensure attention throughout. From MoScoW -led interactive functionality workshops to the shared review of proposed sitemaps and wireframes, our sessions were engaging and productive.
Difficult conversations with impactful outcomes
Each Exploration session helped us to understand the challenges and frustrations different departments had when using the current website. These discussions informed our recommendations and made sure that we were aligned with internal processes and governance changes. While focused on a website and intranet-led outcome, the facilitated sessions identified challenges and underlying frustrations with internal processes. This has led to workflow adaptations and our final technical recommendations factored in Umbraco Workflow, a package designed to make authoring and content management more efficient
Throughout the discovery process, there were a lot of conversations around the importance of showcasing the three pillars of the NSTA’s work – energy security, emissions reduction and accelerating the transition incorporating the move to net zero on the website. Without facilitating these conversations in the Exploration sessions, the move to net zero wouldn’t have shaped the user journey and website designs, especially the content hierarchy in terms of the navigation and site content.
Crucially, with members from across the Spindogs team participating in each session, it ensured that both these insights were not only shared but experienced first-hand enabling us to challenge and adapt immediately. This enabled us to reassure the NSTA stakeholders and provide richer context to our recommendations.
Documenting a strategy for the future
Following the Exploration session, we provided a comprehensive briefing pack in the form of a Discovery Report that included technical and creative specifications and recommendations to inform the subsequent website and intranet projects. By gathering our findings and outcomes from our analyses and exploration sessions, we gave NSTA the tools and knowledge to bring their website plans to fruition.
As part of the Discovery Report, we defined the website requirements; the functionality and features that support users, the user personas and their journeys, as well as measurement strategies for the new website and an in-depth look at how the intranet is expected to work. In addition to our findings, the Discovery Report also included a creative brief and guidance on how to ensure consistency across the website from a brand perspective, including recommendations on how to use colours, typography, imagery and icon buttons.
It also included wireframes for key page types that align with the user journeys, suggestions on how to configure the website for analytics platforms and measure suggested KPIs, as well as a clear set of guidelines for content population, detailing what content can be migrated and an agreed hierarchy of messaging and information on key pages.
Most importantly, the NSTA team now has the insights, data and a clear set of briefs to successfully procure and bring their website project to life.
