Redesigning in Terms of the User

Sherine Ghoneim, Economic Research Foundation (ERF)
May 2001

A Web site redesign process needs to take users' requirements and expectations into consideration. This is particularly challenging, as the very nature of Web presence does not cater to the requirements of particular user sub-groups. However, in the case of CSOs, more often than not the user community of interest should be defined within the overall institutional focus.

Expanding on the overall management re-engineering strategies, a "user-oriented value-added" orientation should guide the redesign process. In other words, the redesign process should focus on distinguished value-added services to the user.

As such, the user orientation approach entails the following:

• Define the main user groups of the Web site. It is true that Web sites cater to a larger community than typically anticipated, but for every institution there are particular communities or user groups who represent their primary target groups.
• Solicit input from these groups in the early stages of planning the redesign process to ensure that their requirements are met.
• Identify the institutional core competencies, most valued products and services, and best means of their dissemination at the early stages of Web site restructuring.
• Ensure that the institutional mission and focus is well reflected in the Web site character and functionality.

It is very useful to adopt a consultative approach engaging both users and management when undergoing a redesign process. In practical terms, this implies adopting an analytical methodological approach based on the following:

Undertake a limited survey of user needs. This should reflect on content and structure of the existing and planned Web site. For example, you may ask respondents to prioritize their preference of the proposed online services and or publications, or to comment on structure of the Web site indicating which of the existing publications/ products should be made more easily accessible, or to provide feedback on the perception of the institutional online identity, etc. This process may be formally conducted with randomly selected community members, or informally conducted through the use of online feedback forms or user discussions.

[Caution: Often times when conducting user surveys, respondents confuse requirements with a wish list. Webmasters are then faced with the challenge of not only prioritizing requirements within institutional resources, but also in judging the viability of these requirements. For example, a user survey might indicate that adding a discussion board is essential. In practice, when resources are in place for such services, the extent of use and value may be questionable.]

Undertake a survey of organizational needs. This should be an internal participatory exercise that allows for synthesizing institutional knowledge and prioritizing which new Web services and products can be added during the planning process for the new reengineered Web site. This process can be carried out through workgroups, a dedicated steering committee, or soliciting input from various internal user groups using project feedback forms.

Survey comparable sites. Taking into consideration developments in comparable Web sites is recommended. An understanding of the evolution of such sites both with respect to content and functionality can provide new insights in the redesign process. By way of illustration, a number of CSO Web sites were initially confined to increasing institutional awareness. They then provided an information base to specific relevant areas of interest and expertise. Developments then witnessed an increased use of databases for knowledge management and classification. Typically it was a one-way institutional communication. However, it is increasingly evident that there is a need for more collaborative interactive workplaces, and a number of institutions are now considering various means of continuously adding value to their member communities by considering such participative platforms.

Review the Web structure with the end user in mind. Having identified user requirements it should be reflected in design, structure and content. For example, Web site redesign typically results in: a more sophisticated up-to-date use of graphics and color schemes; a flatter, more-user friendly navigation structure; and richer, better classified content to allow for more efficient user-friendly accessibility.

Manage expectations

A greater level of intra-organizational coordination is inherent in the process of Web site redesign to meet user expectations.

It is therefore important to institutionalize an internal coordination and communication process to emphasize the importance of:

Web site profile: For all parties engaged in the process of Web site development, maintenance and access, there should be a clear vision of what the institutional objectives are of its online presence. Typically, users expectations extend beyond an organizational briefing to full access to the CSO publications and resources, and/or to providing a mechanism for online networking and collaboration. In this sense, different sets of technical capacities should be employed.

Users and management expectations: Both management and users will have a preset expectation with regards to Web site content and maintenance, such as with the extent of detail provided online or with respect to the frequency of updates. Web managers should be fully aware of the requirements of both groups and put in place mechanisms to ensure expectations are well managed and catered for. It is also useful to have different members of the management team accountable for the content and testing of the prototype to ensure that users expectations are met with regards to their respective scope of responsibility. For example, the publications officer would be responsible for ensuring all the respective publications are set out in line with his users' expectations, as well as the content provided in a timely manner to ensure efficient sustainability.

Monitoring and evaluation: During the planning and implementation of the redesign process, it is advisable to have an internal reporting mechanism to not only monitor updates on developments, but also to ensure that each member of the team is keeping pace with the progress. This will also act as means of project progress evaluation.