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Expert Usability and Competitor Review

Client: Museum of London Archaeology
The Museum of London Archaeology (MOLA) website is a hub for archaeological information for three key audiences: commercial customers, researchers and academics and the general public. However, as the site has grown organically over recent years, messaging and content has become confusing and MOLA’s target audiences struggle to find the information they require. Specifically, existing and potential visitors may be sourcing archaeological expertise from elsewhere. MOLA has established great credibility and trust with their brand and wanted to build upon this to increase the number of new business enquiries to the website from their existing and potential customers. MOLA also wanted to provide an intuitive user experience that exceeds that of its competitors. To achieve this, a clear definition between commercial and public audiences was needed so that each could be supported and targeted more efficiently.

Brief: Nomensa was chosen with the confidence that they would provide MOLA with a strategy for becoming best-in-class. A competitor review was conducted to identify how they fared in terms of their competitors. Nomensa benchmarked MOLA against its competitors in a league table assessed by key usability principles. Taking on board key findings from the competitor review, Nomensa conducted an expert usability review using 100 established usability principles that Nomensa have tailored for the private sector where over 100 usability checkpoints are used. Following the expert usability review a prioritised list of ‘quick win’, short term recommendations that MOLA would be able to implement immediately was provided. Additionally, a series of more extensive recommendations were also provided to help MOLA develop a long-term website development strategy.

Response: A final report ranked all usability issues found on the MOLA website by severity and priority, and provided a recommended solution for fixing each issue found. The competitor review allowed Nomensa and MOLA to identify industry best practice and understand areas where the MOLA website needs improvement. It also provided an understanding of where they currently exceed their competitors. A de-brief workshop ensured that the MOLA team understood and benefited from Nomensa’s expert knowledge transfer. This knowledge transfer has given the MOLA in-house team the resources to improve the user-experience of the site themselves to ensure user goals are achieved and the confidence that they are on the right tracks in developing a best in class experience. Moving forwards, Nomensa’s report highlighted issues that can be incorporated into a longer term website development strategy to improve their online user experience and in turn increase the number of new business enquiries generated.

Testimonial: "We are very pleased with the work which Nomensa did for us. The report we received from them showed they had paid close attention to our brief, and made a real effort to understand our area of business. We now have a clear set of next steps for improving our website by putting our users first. Nomensa's customer service and attentiveness throughout the project were excellent." - Meredith Jones, Museum of London Archaeology

Website: http://www.museumoflondonarchaeology.org.uk/

Tags: competitorreview, accessibility, usability,

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