When working with our clients on website re-development projects, it’s imperative to consider the user experience from the outset – especially as we’re always looking at ways to increase conversion and customer satisfaction.
At Tapestry we look to create an intuitive and engaging user-experience.
There are a series of steps that we go through in order to deliver the optimum user experience. In many instances we’re able to justify and re-affirm the site architecture, however, there are occasions where we have to challenge the architecture and make suggestions and recommendations before moving forward.
We commence all projects with an initial requirements capture session, where we’re able to address corporate KPI’s, analyse competitors, define the top level target audiences and conduct cursory stakeholder sessions.
The UX department will review the existing website solution and analyse how the current site meets the objectives established in the requirements capture session. At this point, the team are able to ascertain any usability issues and if the solution requires change.
The Tapestry team will look to develop a revised framework for discussion with key stakeholders. We use exercises such as Card Sorting with key audiences to re-affirm the architecture of the website. The amended site structure, if required, will identify all sections, subsections and contact pages required.
We would also recommend Usability Testing on the solution. Tapestry assist with the recruitment of participants for testing and offer selection criteria, assist with screening questions and write scripts for the testing sessions. The duration of these sessions are often dependent on the number of participants being tested, and any deadlines specified by the client. We collate all data throughout the sessions and have the capability to report on any issues raised.
Off the back of the Usability sessions, Tapestry develop Persona’s. Persona’s are a representation of the website’s intended users, which are used as a reference throughout the re-development of the website. Tapestry often reaffirm the persona’s developed through existing analytics running on the website.
The architecture of the website is then developed through Axure wireframes. We create templates based on the findings from the activities carried out above. Tapestry develop these templates with the view to create cues to educate and navigate existing and new users to core content on the website. At this point, consideration is also given to different devises to ensure mobile compatibility.
Tapestry recommend Prototype testing on the finalised wireframes to reaffirm the new improved architecture. This also gives the team the opportunity to address any teething issues with the templates.
Once the architecture and templates have been ratified and signed off from the internal stakeholders, the team begins the creative treatment of the templates and the project progresses in earnest.
It’s becoming more and more important – when re-developing websites – to cater for the various personas, user types interacting with the solution and the device types. It’s also imperative to serve up the correct content when the user expects it, so considerations have to be made for the various content and channels too.
Tapestry has a proven methodology to provide our clients with the most appropriate architecture and user experience for their customers. Saying this, exercises such as Card Sorting and Usability Testing require client buy-in at the outset. Allocated time and budget is necessary to ensure each activity is carried out appropriately and that the results are as accurate as possible.
To hear more about Tapestry’s latest website redevelopment projects or enquire about User Testing please contact Tom at