Orange Sky

Website UX Research & Design
Challenge
Orange Sky delivers a simple yet powerful service to the growing number of people experiencing homelessness and hardship in Australia and New Zealand. Their website needs to connect with a range of vastly different users, each with differing goals and information requirements. The organisation sought to better understand how their website presence was connecting with their audiences, and how they could improve upon this to deliver a first-class experience.
Our Approach
  • Map out key user journeys for each persona 
  • Recruit and conduct benchmark usability testing on the existing website with each persona group.
  • Thematically analyse insights and calculate quantitative results 
  • Design prototype based on insights and results 
  • Test our prototype with the target personas
  • Measure prototype against the benchmark results
  • Refine further based on insights  
  • Hand over to KND for development

Why Orange Sky exists

No home icon
122k+
People experiencing homelessness in Australia
Broken piggy bank
44%
Aussies experiencing financial hardship
Aboriginal Flag
60%
First Nations people live in overcrowded residences
Storm cloud with lightning
70%
Aussies impacted by natural disasters
BENCHMARK RESEARCH

Key Pain Points

Below are some key themes from benchmark usability testing on the website prior to our design.
Red thumbs down
The service offering was unclear to every persona group
Red thumbs down
Poor and confusing information architecture (IA)
Red thumbs down
Language did not connect well with each audience
Red thumbs down
The location tool was not intuitive, slow and not responsive
Red thumbs down
People that use the service were the least served by the website

Our Prototype

We crafted an interactive prototype based on research insights in mobile and desktop views.
Our main focus was on distilling our design and info architecture down to clear pathways to information written in language that connects with each persona.
Two mobile phone mockups of key pages
QUANTITATIVE SURVEY

The Results

In our quantitative user experience survey, our prototype scores were mostly excellent overall which was a vast improvement from the benchmark. Friends (people experiencing homelessness and hardship) in particular scored our prototype with a significant improvement in all key usability metrics.

These results helped us then focus on introducing novelty in the content development and build phase.

Statistics indicating significant increase in Efficiency and attractiveness
Statistics indicating significant increase in Perspicuity and dependability
UEQ Chart showing mostly excellent results
QUALITATIVE RESULTS

Key Themes

Below are some key themes from usability testing with our prototype.
Green Thumbs Up
The service offering was unanimously clear
Green Thumbs Up
Content we crafted connected strongly with each persona
Green Thumbs Up
The map tool tested significantly better
Green Thumbs Up
We kicked goals with people experiencing homelessness and hardship
Green Thumbs Up
The IA was improved. Insights informed further refinement

NEXT PROJECT

Education assistance for displaced Ukrainian kids