Understanding user needs

All good web content starts with understanding user needs. It helps give our content purpose and ensures we meet our objectives.

User research gives us the insights we need to:

• define the problem we want to solve
• propose solutions
• test and refine
• measure success.

We don’t always get the time to conduct deep-dive user research. But there are simple, fast steps we can take to make sure our content meets user needs.

Start with what we know

Web users are task oriented. They want to quickly do something and get on with their lives.

They need fast, simple services.

• 94% of Australians access the internet from a mobile device (ACMA 2022, How we use the internet).
• Over 50% of people access our website from a mobile or tablet (Google Analytics data).
• 17.7% of Australians (4.4 million) are living with a disability (ABS 2018, Disability, Ageing and Carers, Australia).
• More than 50% of our users arrive on our website from search engines such as Google (Google Analytics data).

Think about how this affects their needs and interactions with our service. How can we help them achieve their goal?

Ask the right questions

Before you create or edit web content, ask why. Make sure you understand the user need and our objective.

User:

• Who will use this content?
• What do we know about them? How do they access information? Do they interact with us already?

Task:

• Why are they here? What is the action the user can take?
• Where does this task fit into the overall workflow for the user? What happens before and after? Find the exceptions and limits — 'What will they do if…'
• Is this a new task, requirement or service? What do they do now and how will things change?
• If it’s an existing task, what are the pain points or obstacles?

Objective:

• Why are we publishing this information?
• What do you want users to do? What is the problem you are trying to fix?

Often business areas have these insights already and just don’t recognise it as user research.

Look at the context

Our website

Look at our website. Is there information on this topic already? Or on a related topic?

Think about the most logical location for the content, from the user’s perspective. Tap into places you know those users are already going. Google Analytics can help identify this.

• How will the user work through related tasks or content to find this page?
• What might distract them from easily finding the content?

Make sure the proposed changes don’t duplicate current information. And that we are using clear and distinct labels to set it apart from related topics.

Other websites

Expand this to other existing online services the user may interact with.

Do a comparative analysis of similar government and private sector websites. Look at what works and what doesn’t. The private sector is at the forefront of web usability. Use what they are doing, if relevant.

Check that the information actually needs to be on our website. If someone else is responsible and they have content, we should link to it instead.

Make valuable improvements

Use the insights you have gained to:

• define a clear purpose for the content — for the user and for our website as a service designed to help users achieve their goal
• develop content that meets user needs — current, findable, relevant
• make an evidence-based argument to support your proposed changes.

Make sure you define a lifespan for the content. It needs regular updates to remain current and relevant.

Don’t forget to make it inclusive to all users! This includes readability and consistent use of website styles.

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