After having been in charge of the redesign of a series of Camden council applications (e.g. Parking Permit and Housing repairs), I was commissioned with the UX redesign of the heart of online services, the Resident Account.
My task was to evolve the Resident Account into a unified and connected experience as part of camden.gov.uk. In more detail, I was asked to:
- Design end-to end experiences for existing and new services of the Camden resident account
- Re-design the account navigation to optimise key user journeys
- Simplify user journeys and redesign parking and housing repair services to achieve higher conversion rates.
- Redesign the Resident Account registration page, log-in and account landing page.
- Review wording and labels to remove jargon and simplify copy.
- Make designs work for small to large viewports and meet AAA accessibility standards.
- User-test new journeys and pages in regular intervals and iterate upon feedback.
I started off with a heuristic evaluation of all pages involved to flag potential issues and quick wins. In a series of workshops with business stakeholders and other UX designers I identified key journeys, the purpose of each page, design intentions and technical constraints.
I then prototyped the main templates i.e. the login/register pages, the RA overview page, and I defined the style for all the form pages, top navigation, including mobile views.
The final deliverables were annotated wireframes and high-fidelity mockups produced in IIlustrator.
Here is a review example of the account login page. This is the login to the Business Account. The Resident Account had a similar login page before the redesign.
- ‘Login’ useless link, it just reloads the page, it is confusing. Also heading ‘Contact Camden – Business’ what is that? Is it the section? Is it title of the page? Not clear!
- ‘Login’ title: It doesn’t tell us where we are going to login. Confusing
- I am on a login page and the first thing you tell me is to register to use the service, but you haven’t told me the service yet. This is unnecessary copy, confusing and in the wrong space. Do I need to read the register copy every time I want to login to the account? Why should I register and to what? Register for a Business Account would be better. The button 'please register first' is unclear
- ‘Login to Contact Camden – Business’: Finally! Email and password input fields and then the link ‘Forgot your password?’ why do you assume I forgot my password? Let me login! Show me the login button straight away, if I forgot my password then I can click the link.
Above is a screenshot of the redesigned account.
There is a clear title for the page, ‘Log in to your resident account’. Followed by a link ‘what is the resident account?’ in case users don’t know what is the account. Followed by the login details and straight away a primary button ‘Login’. Below that there is the link ‘Forgot your password?’ in case the user has forgotten the password. And below that there is the section to register for an account with a secondary button with that action. I am an advocate of clear labels in the buttons, good signposting, so you know what will happen once you click on the button.
The Resident Account has gone live and received good feedback. On the back of this work I was asked to produce responsive wireframe templates that have become an integral part of the design toolkit at Camden Council, used today mainly by business analysts and UX designers.
In 2015, Camden scooped the Digital Engagement of the Year award at SOCITM, and took the Digital City Award at the Municipal Journal Awards.