case studies
Guide Dogs
[ Website redevelopment research and consultancy ]
Requirement
To develop and report on a unified direction for Guide Dogs corporate website based on stakeholder and user consultation. The redevelopment coincides with a renewed focus on the web (including Web 2.0 technology) as a primary channel for the charity.
Approach
A three-strand research approach was taken to consult Guide Dogs' main stakeholder groups. Half day workshops were conducted with the five key internal departments to explore user needs and priority functions and goals of the newly developed website.
In addition to the user personae employed during these sessions, an online survey was designed and hosted on Guide Dogs site to capture website user data. A series of twenty telephone interviews were conducted with supporters to test hypotheses and explore findings in greater depth.
Value
The resulting report outlines not only a strategic vision for the new Guide Dogs website, but also prioritised content and functionality to inform a phased build. The user-centred consultancy approach will be instrumental in delivering a product that will support organisational objectives through meeting users' needs. The broad consultation base and significant survey response rate in excess of 630 responses has contributed to a robust evidence base for the recommendations put forward.
At this time of organisation brand review, the consultancy plays a role in shaping the first major initiative for delivering the evolved Guide Dogs brand, serving to spearhead this change and to unify internal departments behind it.