MarketScape offers design and testing of online media from concept development to testing and digital service optimisation. Online or digital media includes websites, web and mobile applications, software, systems and programs. We help clients develop usable and accessible online delivery tools by balancing usability and accessibility requirements to produce optimal media. We apply user-centered design (UCD) agile principles by involving users at each key stage of the development process.

User needs and expectations analysis, persona and key segment development

  • Methods: Desk research, in-depth interviews and focus groups.
  • Outcomes: Detailed user requirements and persona definition report, with an Executive Summary.

Business requirements gathering and analysis including functional, technical, non-technical, and system requirements. Services also include establishment of consultative frameworks and testing mechanisms in development and design of services, processes and systems to deliver an end-to-end integration through rigourous testing and implementation.

Iterative testing and improvement is conducted through an established KPI measurement process – from benchmarking through to tracking and on-going improvement of performance.

  • Methods: Desk research, internal stakeholder in-depth interviews and workshops, surveys and consultative feedback mechanisms.
  • Outcomes: Detailed business requirements specifications report.

– Expert review

  • Method: Rapidly assessing website or application against best-practice usability standards and set of heuristics. Conducted by two experts independently to identify key functionality, usability and accessibility issues.
  • Outcomes: Ready to implement recommendations for website / application improvement.

– Idea generation, concept development and testing

  • Methods: Iterative approach involving sets of focus groups to generate ideas for concept creation, exploration of ideas and concepts, development and testing of concept prototypes, validation and optimisation of concepts. Internal stakeholder workshops are conducted to facilitate organisational implementation.
  • Outcomes: Market-driven concepts ready for communication/ product/ service development.

– Information architecture development, interaction design prototyping and testing

  • Methods: Iterative development approach involving static prototype design, interaction design, and validation. Achieved through conduct of series of qualitative workshops and/ or interviews with target market and internal stakeholders. Internal stakeholder workshops are also conducted to facilitate organisational implementation.
  • Outcomes: Market-driven information architecture with full functionality specifications and interactive prototype ready for implementation by development team.

Visual design development and testing

  • Methods: Iterative approach involving development of initial design options, testing of options, and development of final optimal design. Achieved through qualitative workshops and / or interviews with target market and internal stakeholders (at each development stage). Internal stakeholder workshops are also conducted to facilitate organisational implementation.
  • Outcomes: Market-driven visual design ready for implementation by development team.

– Content development and testing

  • Methods: Copywriting for websites and other communications and media, including webpages, videos, print, and other types of media. Content evaluation, including user testing to assess the level of engagement with and relevance of content.
  • Outcomes: User accepted content, ready for implementation.

– User experience/ usability research

  • Methods: User testing of the usability, accessibility, navigation, findability, content, design, and marketing (including branding). Conducted through user workshops and in-depth interviews and structured surveys. Involves completion of individual tasks and group discussions. Individual interviews and screen activities are fully video recorded, with clips incorporated in usability report.
  • Outcomes: Ready to implement recommendations for improvement of website / application’s usability and accessibility. Provided as visual output with relevant images to web developers.

– Measurement and ongoing improvement

  • Methods: including web analytics review, web assets audit, user feedback surveys (including KPI ratings), and focus groups or in-depth interviews to provide the ‘why’ behind numbers.
  • Outcomes: Continuous improvement of website / application performance with actionable recommendations to developers and business areas.

– E-commerce/ online transaction optimisation

  • Methods: Qualitative focus groups with target market to identify barriers or blockages with users’ shopping experience. Involves in-depth evaluation of workflow and processes to assess effectiveness and identify key efficiencies.
  • Outcomes: Recommendations for improvement of transaction experience, increased loyalty and repeat visitation / purchase.