BETA timeline
KEY
Accessibility
Other
Lab research
Online research
Partners collaboration - co-design
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Audience
- 10 business owners/senior decision makers based in Scotland
- Unmoderated testing on UserZoom
We we tested
- The design and content in the new export delivery and documentation section
Focus
- Is the content useful and easy to understand?
- Is there anything on the page that doesn’t make sense?
- Is there anything missing?
- What would users do next after reading this information?
Results
- Overall, the feedback on the page content and design was very positive with most participants finding it easy to navigate and understand
- few comments were made about the lack of reference to Brexit and information specific to EU and non-EU shipping
- Only one participant (slide 5) commented that they thought there were too many external links on the page, suggesting it’s not an issue for the majority
Files
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Audience
- Internal testing with 7 staff members
What we tested
- Updated version of the Export Compass tool
Results
- Most people found this new version easier to use
- It’s a powerful analytical tool, but people aren’t sure how they would use it in their jobs
- Information in the tool is too high-level to be useful
- Clear training guidance is needed
Recommendations
- Add HS6 codes and additional SITC codes to allow users to drill down deeper into the trade data
- Add guidance that explains how users can drill down deeper into the CRM data
- Add a sector filter to the CRM section
- Activate the ‘Export to Excel’ functionality
- Add guidance about how to create bookmarks so users can come back to searches/markets that they use frequently
- Set up ideation sessions with trade specialists to better understand what data they need access to in order to do their jobs better and see if this tool can deliver that
Files
- Export Compass v1.3 (PDF)
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Audience
- Unmoderated research with 6 participants on UserZoom
Hypotheses
- The Bloom LMS will be easy to use
- The course will be reviewed as worthwhile
- The components of the course will be viewed as worthwhile
Results
Hypothesis 1: Partially supported
- The overall package is easy enough to use
- Certain UI elements confused users. Large Blue Arrows were viewed as obvious calls to action.
- The inclusion of a ‘News’ section also added to the complexity of using the system.
Hypothesis 2: Supported
- Everyone understood the intention of the course
- Everyone understood the need for the course
Hypothesis 3: Not supported
- The initial “Welcome to Prepare to Export” video was fast, musical and confusing to everyone. It removed “Choice” from users about pacing and learning style.
- The levels of hierarchy in the course menu confused users
- The lack of a clear call to action of the course was also noted by all
Recommendations
- Think about learning styles (audio, visual, written)
- Ensure that nothing“removes that personal choices
- Use this to support accessibility measures
- Ensure that videos are captioned or transcribed.
- Design courses on paper and test them before creating online versions. It is easier to change at this point.
- Avoid adding elements such as News
- Keep it simple
Files
- Bloom LMS Playback (PDF)
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Audience
- 10 business owners/senior decision makers based in Scotland
- Unmoderated testing on UserZoom
We were focusing on
- The design of the new export sector opportunities section (two options)
Focus
- Is the content useful and easy to understand?
- Does the layout make sense?
- Which option to users prefer?
Results
- It was a 50/50 split between options 1 and 2, but the users who said they liked design 2 as their preference actually said they liked both, so this pushes it in favour of design 1
Files
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Audience
- Internal testing with 7 staff members
We were focusing on
- First version of the Export Compass tool
Hypotheses
- It will make people’s jobs easier
- It will make accessing data easier
- The layout will make sense to people
Results
Hypothesis 1: Partially supported
- The fundamental components have the potential to make jobs easier for people BUT
- The current Page Layout makes that too confusing unless you use it daily
Hypothesis 2: Supported
- The individual components are fantastic, and when understood, were routinely praised for their potential to make data easier to access, without having to go into a number of other systems
- It does make accessing data easier
- It does make accessing data faster
Hypothesis 3: Not supported
- The page layouts made sense until they were used, and then the complication of what cross filters with what, quickly made them too confusing to be useful
- Page filter was also confused with cross filtering. This would be evident on a simplified page but with the current layout it just added to the confusion.
Recommendations
- Use the current components in simplified layouts
Files
- Export Compass Playback (PDF)
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Audience
- 30 users on UserZoom
We we tested
- We conducted an open card sort test, asking users to group the existing content into categories that made sense to them to understand if the current IA of the site was working well
- We grouped the results into themes which gave us 5 key sections
- We then ran a follow-up closed card sort to validate the 5 sections and check users were easily able to sort the content using these new section
Files
- Export Card Sort Results (PDF)
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Audience
- 11 companies (a mix of non-exporters, early-stage exporters and SME existing exporters)
We were focusing on
- Understanding businesses’ experiences and challenges of exporting
Focus
- How companies feel about exporting
- What do they need to help them export?
- What exporting areas are most important to them?
- What information about exporting is missing that they need?
Summary of insights
- Top priorities are route to market, seeking buyers, logistics, customs, TTQIs and competitor intelligence
- Businesses need help with the technical side of exporting, particularly relating to Brexit
- User needs depend upon what exporting stage they’re at:
- Uncertainty
- Noise
- Not sure who to talk to
- Time Poor
- The information is not sector specific enough
- 5 main types of customer / need
- A. I started exporting due to an international request and had to learn very quickly
- B. I am looking for tarrifs and customs info
- C. I am looking for opportunities
- D. I am looking for intermediary info (distributors etc…). “I got stung in the past”
- Z. Doing fine alone
Files
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Phase
- Discovery
Audience
- Exporters
- Potential Exporters
- Intermediaries
- Trade Bodies
- Government Agencies
We were focusing on
- Brexit
- Trade
What we discovered
- People are pretty tired of Brexit and don’t trust many resources
- There is a Wait and See that is becoming prevalent