Powerpoint slides from Fredy D. Oré's presentation at the 2006 Euro IA Summit in Berlin https://web.archive.org/web/20061007153435/http://www.euroia.org/sessions/digital_uk_re_engineering_the_content_architecture_to_communicate_the_uk_s_move_to_digital_tv.html Saturday, 30 September 2006 Digital UK is the independent, non-profit organisation leading the UK’s move to digital television. The digital switchover, starting in 2008 and going through to 2012, represents the most significant development in broadcasting since the move from black and white to colour television. This paper/case study focuses on our challenge to connect content with every household in the UK and of creating a website that is not only accessible, simple, addresses the needs of Welsh and English users, but communicates a message for action. Communicating this message for switching from analogue to digital television introduced a number of challenges within Information Architecture, Navigation, Content structure and Language. Target user segments included the elderly through to the tech savvy, whose decision-making choices involves assumed knowledge, credibility, trust, patience and led direction through task-driven actions such as a Switchover Assistant. The challenges of an existing CMS legacy system, accessibility guidelines, richness in design and developing a structure that adds to television campaigns, and introduced a digital switching character called “Digit Al”, led to adopting & creating a process centred around the final end user. Understanding users, for example the different ways bilingual features are used online, led to interface and language decisions involving common navigation models, such as hierarchical drilldown, persistent, sequential and augmented navigation (breadcrumbs). Geographical timing of digital TV switchover in the UK posed interesting content organisation issues, such as exact groupings (alphabetical, chronological & geographical), but also categorical groupings based on task, audience & topic. The combination of revised design and Information Architecture, developed for the site re-launch, has resulted in a significant measurable improvement in the user experience. In particular the average page views per visit has increased by 240 % rising from just over 2 to 4.8 page views. Speaker(s) Fredy Ore, Grand Union UK Harvey Turner, Grand Union UK

1. Digital UK Re-engineering the content architecture to communicate the UK’s move to digital television 30 September 2006 - 1 October 2006 A presentation for the 2nd European IA Summit, Berlin 2006 - Fredy D. Or é - Harvey Turner

3. Digital UK website redevelopment The Digital UK website – www.digitaluk.co.uk The English version The Welsh version

6. Digital UK website redevelopment About the Digital TV Switchover Starts in 2008 through to 2012 … … and will affect every household in the UK 2013 Channel Islands* 2012 Meridian, London, Tyne Tees, Ulster 2011 Central, Yorkshire, Anglia 2010 West, Grampian, Scottish 2009 West Country, Wales, Granada 2008 Border

7. Digital UK website redevelopment Adoption statistics Current position of technologies on the adoption curve. Source: Ofcom “ 63% are now aware of digital switchover. But the fact that viewers are generally informed about switchover does not mean they have a specific and accurate understanding of the implications of switchover for their household .” Source: Ofcom/Digital UK tracker April-May 2006

15. User-centered design, Experience & IA An example of “change language” used online Choose country (and consequently change language) Toggle between links to change language 1. An example of single & multi-lingual use 2. An example of bilingual use

17. User-centered design, Experience & IA Navigation examples Hierarchical drilldown Augmented (breadcrumbs) Top level navigation Task driven Change language Organisation schemes included: Hierarchical, Task-based, Spacial (geography) & Categorical

18. User-centered design, Experience & IA Navigation examples (sequential) Step 1 Step 2 Step 3 Step 4 Step 5 Step 6

19. User-centered design, Experience & IA Navigation examples (sequential) How we mapped each of the steps within the Switchover Assistant This was later paper prototyped and user tested

20. User-centered design, Experience & IA Hierarchy of needs Misunderstanding and lack of knowledge. Overcoming barriers and changing attitude. Turning attitude into behaviour. Lack of evidence of positive change. I am aware the digital Switchover is approaching for my region. I know the switchover is happening, but do I need to change? There are some great benefits to Digital TV, maybe I should switch I have switched. Are my family, friends, grandparents, etc. aware of the change and benefits also? Change Behaviour Attitude Awareness & Education The issue What we want people to think/do?

23. Conclusion & questions Summary The combination of revised design and Information Architecture, developed for the site re-launch, has resulted in a significant measurable improvement in the user experience, based on user testing & research. Average page views per visit has increased by 240 % rising from just over 2 to 4.8 page views. The website is currently undergoing changes/updates based on recent user testing. The results from the user-tests will be introduced in a series of phases over the next few months.