Matt Houdyk | UX Designer | Melbourne, Victoria | 0401 260 685
The problem
Moonee Valley City Council had introduced new capabilities to accept online requests. However, uptake was lower than expected and inbound calls hadn't decreased.
With a large number of services offered, many stakeholders had an interest in the website - particularly with what appeared on the home page.
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Menu redevelopment
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Homepage redesign
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Stakeholder management
Project leadership
Under my leadership, our team conducted a comprehensive desktop data analysis to understand the types of service requests received online and over the phone.
We matched this data with quantitative research, including surveys, heat maps, and session recordings, to gain insights into user interactions with the website.
Our research revealed that users primarily sought ways to make reports and submit applications online, but they struggled to find the appropriate sections. Feedback indicated that the homepage was overly focused on Council meetings and news rather than the tasks users needed to complete.
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Qualitative and quantitative research
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Desktop data analysis
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Heat mapping, session recording analysis
The solution
The research highlighted that the website’s focus was misaligned with user needs, being too centered on Council-related content.
Using data-driven insights, I facilitated a shared understanding of user issues among internal stakeholders – including executive managers.
We developed two homepage concepts that balanced user needs with internal stakeholder needs. These concepts were A/B tested and iterated over a 30-day period before implementing the new design.
This approach ensured the redesigned homepage effectively addressed user needs while accommodating stakeholder interests.
Before
After
Outcomes
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Inbound calls for common request decreased, freeing up agents for complex queries
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Website page visits per session decreased, showing customer were easily navigating the site
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Online service requests increased, improving customer satisfaction.