1. Case Studies
Objective Digital Pty Ltd

2. Case Study: Asgard
Web design and product launch project
The task:
Asgard engaged Objective Digital on a project to create transaction pages for a new
Investment wrap solution, and help construct the launch strategy of the new service.
The approach:
A User Centred Design approach to create the Adviser managed website and launch
methodology:
• Phase 1 – Requirements Gathering and Interface Design
Following an expert review, competitive review and interface design workshop, the
information architecture and wireframes were developed for the site.
• Phase 2 – Prototype Build
Our web development partner built a functioning prototype in HTML.
• Phase 3 – Usability Testing
The prototype was tested to ensure user needs and expectations were met
• Phase 4 – Adviser Research and Launch Strategy
A series of interviews with Advisers were conducted, which helped plan the most
effective method to launch the service and train users on the new Investment
platform.
The outcome:
Objective Digital provided a complete guide to the new online investment
solution, from template design through to methods to launch the service and train
users. The website is currently being completed and due for release in June 2011.
Objective Digital Pty Ltd

3. Case Study: Perpetual Investments
Web redesign project
The task:
Perpetual engaged Objective Digital on a project to redesign its public facing website.
The approach:
A User Centred Design approach to redesign the public facing website:
• Phase 1 – Needs & requirements specification
This included an expert review, competitive review, stakeholder interviews, card sorting
exercises, and customer research consisting of focus groups and phone interviews.
• Phase 2 – Interface Design
Following an interface design workshop, the information architecture and wireframes
were developed for the site in a collaborative manner.
• Phase 3 – Prototype build
Our web development partner, Rage Communications, built a prototype in HTML.
• Phase 4 – Usability testing
The prototype was tested to ensure user needs and expectations were met. This
allowed the client production costs to be kept to a minimum as changes were made
prior to build.
The outcome:
Objective Digital worked together with the client to develop a user centric website. A
set of user tested wireframe templates were provided, so future additions to the site
are also largely covered. The website is currently being built, and they are now working
with Objective to adopt a User Centred Design approach across their other sites.
Objective Digital Pty Ltd

4. Case Study: TAL
Adviser Centre re-design project
The task:
TAL (ex Tower) engaged Objective Digital to assist with the re-design of it’s Adviser Centre Portal.
The approach:
A User Centred Design approach was used to inform recommendations for the redesign of their
portal and it’s IA.
• Phase 1 – Understanding the TAL offering & competitor landscape
This phase included a preliminary expert review, competitive analysis and stakeholder workshops
which were invaluable for the understanding of the TAL adviser centre offering.
• Phase 2 – User Research
Three types of research were undertaken with advisers and their staff during this phase:
1. contextual enquiry - in-depth interviews with advisers and their support staff
2. usability review - some preliminary wireframes and a proposed IA were reviewed by the users
3. co-design workshops - the users helped design their ideal system through collaborative wire-
framing giving further insights into their needs and how they utilise the system for their work.
These research insights were presented to the client and used to inform the design of a new concept
and IA for the site.
• Phase 3 – IA and concept (high-level wire-frames)
After distilling all the data from Phase 1 & 2 a comprehensive report of the research findings were
presented to the client including a proposed IA and a concept for the design of a new interface.
The outcome:
Objective Digital delivered a report of the research findings, recommendations, a new IA and some
high-level wireframes to TAL to assist them in their re-design and the mapping of future
developments for their adviser centre.
Objective Digital Pty Ltd

5. Case Study: Professional Advantage
Web strategy and re-design
The task:
Professional Advantage engaged Objective Digital to provide strategic support for the
redesign of their website. The site had over 1500 pages and reflected the business
structure rather than customer needs.
The approach:
The approach to develop the web strategy and design for the website:
• Phase 1 – Website charter
Objective Digital conducted an expert review of the existing website and reviewed
the competitor landscape. Findings and recommendations were presented in a
workshop with key decision makers. Outcomes of the workshop were developed into
a website charter which set the strategic direction for the website.
• Phase 2 – Template design
The information architecture for the site and wireframes for key page templates
were developed. These could be applied across the whole site.
• Phase 3 – Training
Following the design phase, website project staff were given training in usability and
user experience, and an understanding of how to apply the templates for the new
site.
The outcome:
Objective Digital worked with the client to develop a strategic solution suitable for all
parts of the business.
Objective Digital Pty Ltd

6. Case Study: AMP
User Research & Wireframe Review
The task:
Research was required to provide insight into the meaning and status of
superannuation for AMP members and to review new wireframes for MyPortfolio
within this context.
Objectives:
• Overall: to understand to what extent the MyPortfolio offering meets the overall
business objective of engaging AMP members to take control of the super future.
• Specifically:
• To understand members relationship with their super
• To identify which finance features they wished to use online
• To understand which functionality & content maximised member
engagement
• To ascertain to what extent the proposed wireframes delivered their ideal
Superannuation experience.
The approach:
11 workshops were conducted with current AMP members in Sydney, spanning 4 key
customer types and age groups (from 20-60 years). The methodology was primarily
qualitative with a short survey conducted at the conclusion of the discussion.
The outcome:
At the conclusion of this project the wireframes were updated and re-tested. The
interface has evolved to an even more engaging presentation. It continues to ‘talk’ and
demonstrate the superannuation story in an interesting way.
Objective Digital Pty Ltd

7. Case Study: Citibank
User-centred design of the mortgage and insurance application forms
The task:
Citibank engaged Objective Digital to design an online version of the mortgage and insurance
application forms to cater to the aspiring, affluent and globally-minded Citibank customers.
Objectives:
• Perform a competitor review to analyse opportunities and risks
• Design wireframes and high level interactive prototype
• Develop a low level prototype for user testing
The approach:
Objective Digital conducted brainstorming workshops with key Citibank stakeholders from
relevant departments to gather requirements. An initial set of wireframes was then designed
and tested using hallway testing sessions at Objective Digital and Citibank. An iterative
wireframe design process ensured that the wireframes were tested early and often and new
ideas were incorporated quickly and issues were eradicated without major cascading effects.
The outcome:
The resulting designs fulfilled all the user requirements and kept the workflow short and easy
to complete. The clever use of innovative form design meant that the user experience was
efficient and effective. A fully functional prototype is currently being designed and will be
tested for any remaining issues (if any) which need to be fixed before deployment.
Objective Digital Pty Ltd

8. Case Study: Mortgage Choice
Extranet redesign project
The task:
Mortgage Choice engaged Objective Digital on a project to redesign its extranet. Mortgage Choice
is a knowledge intensive business with 448 franchisees. Access to both structured and
unstructured information was critical to its business. OD undertook a consultative project
to review existing information and design a portal to meet business and franchisee needs.
The approach:
A User Centred Design approach to redesign the extranet:
• Phase 1 Stakeholder consultation and content analysis
Objective Digital undertook an extensive consultative process to understand stakeholder
needs, the use of existing information, platforms used and publication processes.
• Phase 2 – User consultation
In a series of workshops and visits to franchisees, OD developed a set of requirements based on
usage, user behaviours and level of experience. Card-sorting activities conducted in workshops
and in franchisees offices resulted in a draft knowledge architecture for later validation.
•Phase 3 – Website interface specification
After distilling all the data from Phase 1 & 2 an Information Architecture was proposed and
wireframes developed. As well as a comprehensive document to be used to brief a website
developer.
The outcome:
The outcome was an information plan, with recommendations for de-commissioning some
sources and an new Information Architecture for the chosen portal. The process of consultation
with franchisees assisted in socialising the solution.
Objective Digital Pty Ltd

9. Case Study: St John Ambulance NSW
Web redesign project
The task:
St John Ambulance NSW engaged Objective Digital to redevelop the current NSW online
shop, including course registration and payment, and online sales of merchandise. The objective was
to provide a simple, modern and easy to navigate interface that enabled visitors to learn about First
aid training course information, complete Training course bookings, purchase of First aid kits and
merchandise, as well as avail information about Volunteers.
The approach:
• Phase 1 – Strategy
Completion of a strategy workshop and St John Stakeholder interviews (requirements gathering).
• Phase 2 – Research
Focus groups (with defined user personas, card sorting and IA development), conducting Google
analytics research, a social media usage review and a review of St John long term media strategy.
• Phase 3 – Interface Architecture and Wireframe Design
A deliverables workshop to discuss technical requirements and constraints, development of
information architecture and wireframe templates then handed over to Blue Arc to build.
• Phase 4 – Usability Testing
Once the prototype was built, we conducted usability testing (hallway testing) to uncover any final
issues that needed to be rectified before sending the site live.
The outcome:
Objective Digital utilised best practice User Centred Design principles to develop a streamlined and
informational ecommerce site. Focus group testing and Stakeholder interviews uncovered key insights
information and site usage, which assisted in meeting the objectives of the whole site redesign.
Objective Digital Pty Ltd

10. Case Study: Westminster School (SA)
Web redesign project
The task:
Westminster School engaged Objective Digital on a project to redesign its public facing website.
The approach:
We undertook a User Centred Design approach to redesign the public facing website:
• Phase 1 – Business requirements specification
This included a preliminary expert review, competitive review and key stakeholder interviews and
workshops. This was invaluable to the client in revealing all priorities going forward.
• Phase 2 – User requirements gathering
This included a series of focus groups and in-depth interviews with a broad range of users (both
internal and external). This was supported by a range of online surveys and card sort survey.
Personas were also developed at this stage.
• Phase 3 – Website interface specification
After distilling all the data from Phase 1 & 2 an information architecture was proposed and
wireframes developed. As well as a comprehensive document to be used to brief a website
developer.
• Phase 4 – Website graphic design, build and test
With Phase 3 completed we were able to submit the requirements for technical development.
The outcome:
Objective Digital worked closely with the client to develop a user centric website. The user
centred design approach worked extremely well to reassure the Senior Leadership Team that all
recommendations were squarely grounded in reality and met the needs of current
staff, parents, students and prospective members of the Westminster community.
Objective Digital Pty Ltd

11. Case Study: Duke of Edinburgh’s Awards
User-centred design of the Online Record Book site
Background:
The Duke of Edinburgh’s Award empowers young people to explore their potential and
provides a framework of participation that engages young people. The organisation
launched the Online Record Book (ORB) in 2010 to enable participants, assessors and
coordinators to manage the awards online instead of the traditional paper-based records.
However, although positively received, the users found the system difficult to use.
Objectives:
• Evaluate the usability of the ORB
• Recommend solutions to existing usability problems
• Redesign the information architecture and the user interface of the entire system
The approach:
Objective Digital used eye-tracking technology to test the system with 8 representative
users from the three key user groups (4 participants, 2 co-ordinators and 2 assessors). We
held an initial workshop with the team after the tests to discuss the high-level findings and
their feasibility. Objective Digital redesigned the entire ORB site based on the
recommendations.
The outcome:
The resulting wireframes were presented to the Duke of Ed board of directors who were
very impressed by the study and the ensuing designs. A new prototype is currently being
developed and will be tested after completion to validate the design decisions and
enhancements.
Objective Digital Pty Ltd

12. Case Study: Asthma Foundation NSW
Web redesign project
The task:
Asthma Foundation NSW engaged Objective Digital to conduct a User Centred Design
approach to the redesign of their website. The objective was to provide evidence based
information via a more engaging, user friendly interface that is easy to navigate.
The approach:
• Phase 1 – Strategy
This included a strategy workshop, review of existing research, a competitive review and a
social media strategy (which we subsequently used to source participants for the research).
• Phase 2 - Research
We defined user descriptions, onducted offline research (via stakeholder interviews, card
sort and focus groups) and online research (via an online survey, cardsort and IA testing).
• Phase 3 – Interface Architecture and Wireframe Design
Following an interface design workshop, the IA and wireframes were developed for the site
in a collaborative manner. These were then handed over to a developer to be built.
• Phase 4 – Usability Testing
Once the prototype was built, we conducted usability testing, with eye tracking, to uncover
any final issues that needed to be rectified before sending the site live.
The outcome:
Objective Digital worked with the Asthma Foundation NSW to utilise best practice User
Centred Design principles to develop a well planned and highly usable website. Usability
Testing of the prototype uncovered very few usability issues, significantly reducing the cost
of the website build.
Objective Digital Pty Ltd

13. Case Study: Local-e local government
Web redesign and mentoring
The task:
Objective Digital were engaged to work closely with Local-e to conduct usability
research on the needs of local government website users, and develop a set of
‘user centred’ designs which would be used as website templates for over 30
local government sites.
The approach:
User Centred research including a competitive review, stakeholder interviews,
focus groups and card sorting exercises to determine the needs and
requirements of the local government website users.
The outcome:
Objective Digital developed a set of local government website wireframes which
represented the needs of the users. These wireframes were then graphically
treated and are now in the process of being built for a number of NSW councils.
“James and his team choose to work collaboratively with their clients to
ensure that their needs are being met. I have found James to be
professional, savvy, supportive and creative, and would recommend him
and his team to anyone.” Reem Abdelaty, Local-e
Objective Digital Pty Ltd

14. Case Study: Major Bank
Ongoing usability testing and prototyping across a multi million dollar transformation programme
The task:
Objective Digital is conducting ongoing usability testing and interactive prototyping across all
streams of a major transformation programme within one of Australia’s leading banks (secure
banking, online trading and product application streams)
Objectives:
• Conceptually, does the proposed navigation and interface work for end users?
• To understand the mental models that surround certain banking tasks and what kind of
change management would need to be in place to get users to a ‘future state’ thinking.
• To test the ease of performing all banking tasks, from core to more advanced features.
Preferred pathways, common pitfalls, any showstoppers, etc.
The approach:
Since July 2011, Objective Digital have been running rounds of one-on-one testing each month
with between 8 – 20 participants per round. More recently Objective Digital have created the
“Such a clear process to
interactive prototypes necessary for testing. Following each round, two detailed reports have
follow. The reports are
been delivered – one addressing business objectives and one addressing design and UX issues.
clear, without bias and
Over 80 stakeholders have been invited to each final report presentation. actionable.
Further, Objective have
The outcome: always been helpful &
Following each round of testing the screens have been updated and re-tested. With each accommodating when faced
iteration of testing, the interface evolves to a state that is more usable and provides for a with changing timelines. The
seamless user experience. Pathways, nomenclature and general navigation have been updated use of their eye tracking
following testing, in order to champion the voice of the end user and ultimately provide an technology has been a real
ideal banking experience. plus for us.”
‘Major Bank’ Stakeholder
Objective Digital Pty Ltd

15. Case Study: ABC For Kids
Usability testing on the ABC for Kids online portal
The task:
Objective Digital were engaged by ABC3 to conduct usability testing on the new
ABC For Kids online portal. The project was commissioned in order to provide
feedback to refine the website prior to the launch of the channel in January 2010.
The approach:
The ABC3 Portal is targeted towards 6-15 year old Australian children. Objective
Digital conducted testing on 12 kids, taking them through a set of tasks on the site
to uncover usability issues, and differences amongst the age groups. Heatmap showing
how the 6 – 7 year
old kids viewed the
The outcome: games links
Objective Digital analysed the results and wrote a comprehensive usability report
for ABC3. The outcome of the research provided recommendations designed to
optimise the new ABC For Kids website. The eye tracking data was particularly
powerful in demonstrating the effect of age and cognitive development on the
extent to which an individual interacted with the site. The eye tracker technology
was able clearly identify genuine points of attraction, comprehension and
confusion.
“Eye tracking technology is perfect to use with kids as they are less able to articulate
Heatmap showing
everything that is occurring when they are searching and exploring”. how the 13 -15
year old kids
viewed the links
Objective Digital Pty Ltd

16. Case Study: Department of Health and Ageing
Usability testing on the department’s intranet site
The task:
Objective Digital conducted usability testing on their newly designed wireframes for
the intranet site of the Department of Health and Ageing (DoHA).
Objectives:
• To test whether the DoHA staff members are able to find information quickly and
accurately on the new prototype
• To gather staff feedback on their level of interest in collaboration and social media
tools in the workplace
• To make recommendations to improve the usability and findability of the intranet
page.
The approach:
Objective Digital conducted one-on-one user testing with 6 staff members of DoHA (4
in Canberra and 2 in Sydney) and took them through 6 task-based scenarios in which
they were asked to perform some of the common tasks on the intranet. We also asked
them contextual questions to gather feedback on their interests and motivations.
The outcome:
The test sessions helped uncover several issues within the prototype in terms of the
information architecture, terminology, navigation and layout. The feedback received
from the staff members were incorporated into detailed recommendations and
presented to the client who implemented the changes into the wireframes.
Objective Digital Pty Ltd

17. Case Study: HSBC
Usability testing on HSBC’s mobile banking platform on the iPhone
The task:
The HSBC Bank engaged Objective Digital to conduct usability testing on their mobile
banking application on the iPhone in Sydney, as part of a worldwide research project.
Objectives:
• Validate the customer experience of the iPhone application and provide
recommendations for improvements
• Gather insights into customer experience and preferences relating to competitor
mobile banking and trading applications
• Understand customer needs and requirements around the development of a mobile
banking app for the future.
The approach:
Objective Digital conducted 12 x 90-minute interviews with different categories of HSBC
customers and took them through several task-based scenarios in which they were asked
to perform some of the common tasks on the intranet. We also asked them contextual
questions to gather their feedback on their interests and motivations.
The outcome:
Several contextual expectations related to mobile, banking and future technology were
discovered through the interviews. The task-based scenarios uncovered several usability
issues in the application which were reported and solutions to those issues were
recommended.
Objective Digital Pty Ltd

18. Case Study: Mitsubishi Motors
Usability audit and research project
The task:
Objective Digital reviewed the Mitsubishi website, conducting extensive user
research to ascertain how the current website serves a potential car buyer and
influences Mitsubishi brand values.
The approach:
A thorough analysis of the current site including extensive customer testing.
• Phase 1 – Initial Site Usability Research
This included an expert review, competitive review, and website analytics.
• Phase 2 – Customer Research
An extensive customer research program involved testing the Mitsubishi site across a
range of car purchase target audiences. Eye-tracking and website evaluation was
performed across 75 participants as part of the research program.
• Phase 3 – Usability Research and Statistical analysis
Statistical analysis of the customer research and brand values survey concluded the
research.
• Phase 4 – Website Audit report and recommendations
The audit report with recommendations was prepared and presented to Mitsubishi.
The outcome:
Objective Digital presented the findings of the website audit, including
recommendations on best practise website changes to meet web visitors
requirements and Mitsubishi brand values. Mitsubishi used the findings to redesign
key sections of their site throughout 2011.
Objective Digital Pty Ltd

19. Case Study: Cancer Council NSW
Expert usability review
The task:
Objective Digital were engaged to conduct an expert review of the NSW
Relay for Life site for the Cancer Council NSW.
The approach:
An expert review of the live Relay for Life NSW site was conducted,
focusing specifically on four different areas:
- Orientation
- Exploration
- Activities (such as find a team)
- Accessibility
The outcome:
We presented a detailed expert review report providing the Cancer
Council NSW with analysis and descriptions of the issues, actionable
recommendations and sufficient documentation to improve the site at “Cancer Council NSW would like to thank
the next redesign. Objective for the extremely helpful expert
review they did for Relay for Life website.
It was useful having recommendations as
to how weaknesses in design, usability
and functionality could be addressed and
we will be incorporating all the feedback
in our planned redesign.”
Emma Gibson, Cancer Council NSW
Objective Digital Pty Ltd

20. Contact details
Objective Digital Pty Ltd
ABN 71 153 297 066
Tel 02 8065 2438
Web ObjectiveDigital.com
Your key contact
James Breeze, CEO
0410 410 494
jbreeze@ObjectiveDigital.com
Office address
301, 15 Lime Street
King Street Wharf
Sydney NSW 2000
Objective Digital Pty Ltd