Driving Public Sector Success through 
User Research

View Newmarket
“Idea Theorem has created a visually appealing, user-friendly product that is designed specifically for our unique needs. As we use the system and discover tweaks that are needed, Idea Theorem is fast to reply and adjust the program as needed.
Rebecca Keenan
IBM Director of Human Resources
Service

Customer Research & ​Experience Design

Platforms

iOS, Android

Industry

Finance

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

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

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

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

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

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

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

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

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.

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