This project involved designing an m.dot site for RBS.com. As the lead UX consultant on the project my remit entailed requirements engineering, employing UCD methods (personas, goal and task analysis), information architecture (creating a content audit and defining the site structure) and producing a prototype and functional specification.
<strong>Project objectives</strong>
RBS.com required a mobile-friendly version of RBS.com, their corporate website. The business case for creating a mobile optimised version of RBS.com arose when it was discovered that 10 – 15% of rbs.com traffic is from mobile devices.
It was also discovered that there was a high bounce rate from the homepage, suggesting users aborted their journey after failing to achieve their goals. The business objectives for the project were as follows:
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<li>Improve RBS.com brand reputation and positive perception;</li>
<li>Drive traffic to news articles and encourage users to comment.</li>
<li>Enable faster access to contact information;</li>
<li>Increase email / social media sign-ups and sharing.</li>
<li><strong>Project process</strong>
<strong>Phase 1: Kick off workshop:</strong>
I ran a kick off workshop with the client where I elicited the business and project objectives and clarified the assumptions and constraints for the project. The m.dot site needed to emulate the look and feel of the desktop site, and reside within the existing CMS. It was also a requirement that the m.dot site would only contain a proportion of the desktop site content, that which had been identified as regularly accessed via a mobile device based on the client’s existing analytics data.
<strong>Phase 2: Goal & task analysis</strong>
Unfortunately user research and testing were out of scope for the project however the target audience group were well understood by the client and they were able to supply me with up-to-date analytics and market research data which enabled me to construct personas and user stories. The key end users for the tool defined by the client were customers, investors, journalists and job seekers. This helped me to define the type of tasks the different end users might conduct on a mobile device. I constructed a framework for the type of tasks typically carried out on a mobile device. These formed the basis for the use cases for m.rbs.com end users which included:
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<strong>Phase 3: Requirements engineering: </strong>
I compiled a detailed requirements catalogue based on the information elicited in phase 1 & 2. The requirements were categorised and prioritised using MOSCOW.
<strong>Phase 4: Site structure: </strong>
Next step was to create a content inventory based on the existing site map and then define which sections and pages would display on the mobile site, which I did in conjunction with the client. We agreed that based on the analysis of target user groups and tasks only to include News, Worldwide locations, Contact centre information, Share price and Social media links. All other sections (e.g. Sustainability and About us) were to remain desktop only.
<img src=”http://useux.co.uk/wp-content/uploads/2017/02/20120727-RBS-sitemap-v0.3-2.png” alt=”RBS.com sitemap” />
Phase 5: Prototype and functional specification
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