Brief: Farm Business Registration

This project was a product redesign of a registration and renewal application for a government agency.

On this project, I was the lead designer, negotiating with various business stakeholders to ensure that business requirements met requirements to complete business tasks, working with business analysts to ensure that requirements were captured and writing the interaction parts of the business requirement documents and was responsible for the implementation of the visual design. Goals of this project included:

Reflecting corporate goal of making it easier to do business with us
Reducing programme administration costs by increasing online use, with a goal of 90% of registrations using the online channel in 4 years

Design exploration

Identified ways that the form could be simplified, number of fields reduced and minimised impact of stakeholder required optional fields
Implemented a progressive disclosure design, using an accordion-style layout, allowing users to easily understand their progression through the process
To help first-time users a similar journey was created through the new registration process
Developers constrained by requirement to use out-of-box functionality where possible
Designed and implemented a visual design consistent with corporate brand implemented, creating a visual design guide to be used for this and future projects

Process and approach

Conducted workshops with business stakeholders, developers and business analysts develop a common understanding of business requirements and ideate around problematic areas of the product to develop solutions to business needs
Research had suggested that in order to increase online use a decrease in the quality of the call centre would be required as users enjoyed talking to the agency's call centre staff
Through discussions with stakeholders, i determined that information which could be passed over should be grouped towards the end of the user's workflow
Identified what information needed to be collected and what option could be optionally updated
An evaluation of the use and performance of other government forms was completed to ensure that actions could be easily recognised by users
Research has shown that the more complex a form is, the lower the completion rate so, our goal was to present information in a way that did not discourage conversions
Heuristic analysis and consultation with HCi experts were used as a substitute to user testing
Time and budget for user research on this project were limited

Final design

The update saw an almost 150% increase in traffic to the product and saw a 112% increase in conversions