The Challenge
The Town of Newmarket, a progressive municipality committed to delivering exceptional services to its citizens and employees, identified the need to enhance its digital portals and services. The primary challenge faced by the town was to gather in-depth insights from both its internal employees and external citizens through focused user research sessions.
While internal stakeholders were readily available for participation, the town encountered difficulties in attracting external citizens to participate in these sessions. Considering this challenge, the Town of Newmarket sought the expertise of Idea Theorem™, a renowned user experience (UX) research and design agency, to conduct comprehensive user research and formulate a well-informed plan for improving their portals and services.
Furthermore, Idea Theorem™ offered specialized user testing services to validate design decisions and ensure that the revamped digital portals meet the diverse needs and expectations of both internal and external users.
Our Approach
Thorough Requirement Gatherings
Developed a comprehensive approach to address the Town of Newmarket’s requirements and gather insights from internal and external user groups.
In-Depth Focus Group Sessions
Initiated ten in-depth focus group sessions involving various town departments to foster a comprehensive understanding of internal dynamics and user needs.
Qualitative Feedback and Data Synthesis
Candid discussions in both internal and external focus group sessions provided qualitative feedback, revealing user experiences and expectations. Rigorous data synthesis and analysis produced meaningful insights, utilizing qualitative and quantitative techniques and cutting-edge analytical tools.
Collaborative Alignment with Stakeholders
Collaboratively aligned the research plan with strategic goals, utilizing online surveys to capture a wider range of perspectives and ensuring data relevance and reliability through qualification screening criteria.
The Outcome
Comprehensive User Research Report
Idea Theorem™ delivered a detailed report, blending insights from internal stakeholders and external citizens. This comprehensive document provided the Town of Newmarket with a thorough understanding of user needs, pain points, and expectations.
Executive Summary Slide Deck
In addition to the exhaustive report, Idea Theorem™ crafted an executive summary slide deck. This visually engaging summary condensed key findings, empowering decision-makers in the town to swiftly grasp crucial insights and identify opportunities for improvement.
Guiding Decision-Making for Digital Portals
The executive summary served as a strategic reference point for prioritizing and implementing changes to digital portals and services. It provided decision-makers with actionable insights, facilitating informed decision-making and enhancing user experiences effectively.
Streamlined Communication for Impactful Change
By delivering both a comprehensive report and an executive summary slide deck, Idea Theorem™ ensured streamlined communication of research findings. This approach enabled the Town of Newmarket to efficiently leverage insights to drive impactful changes, ultimately enhancing digital services for its citizens.
