My Role
Product strategy · UX Research · UX Design · Prototyping
Project type
A website for the city of Haifa
Tools
Figma
Client
The Ministry of Haifa
OVERVIEW
City of Haifa had an old-fashioned website built with outdated technology. The user experience was cumbersome and frustrating. We built a new website from scratch with streamlined user experience and state of the art technology.
THE CHALLENGES
Duplicate content
Departments within city hall developed alternative standalone websites which created information duplication and confusion.
Unfriendly CMS
Unfriendly content management system resulted in infrequent website updates and outdated content.
Unresponsive site
Old-fashioned look-and-feel and not adaptable to user’s screen size (unresponsive).
Wrong site structure
Site was built based on the city's hall organizational chart and did not reflect residents’ needs.
Flawed information search
Great difficulty in finding information, search does not show relevant results, information architecture was not user-oriented.
DATA ANALYSIS
Old site
New site
Contact Us
3
City tax (‘arnona’)
2
Payments
1
Most viewed pages
COMPARATIVE REVIEW
City of Tel-Aviv
The website is segmented based on 3 main types of target audiences: residents, businesses, and events’ attendees. Each segment shows the most popular actions or services as well as magazine-like content or news that fit the target audience.
City of Tel-Aviv
City of Jerusalem
The homepage presents 5 primary topics, a primary navigation menu that includes 6 options and a search bar. The service (“I want to…”) and chat buttons are placed prominently. The service button gives quick access to frequent actions (e.g, payments), or popular content. Every content page contains clear navigation buttons. The desktop site also shows a side menu with sub-topics.
City of Jerusalem
City of Rishon lezion
Homepage presents 5 primary sections and a clean and minimalist navigation menu.
The services section has a good layout. The service button (“How can I help?”) leads to a basic automated service.
The content pages do not have a good and clear layout.
City of Rishon lezion
INSIGHTS
All information should be concentrated and clearly laid out in one place. Search should present relevant results.
2
All services should be accessible at the homepage.
1
Content management should be easy and intuitive with a minimum learning curve.
4
The website should advertise city hall’s initiatives that benefit residents (such as events).
3
KPIS
Increasing the transparency of the city’s administrations.
Positioning Haifa as an innovative and digital-first city.
Increase in the percent of residents that pay city taxes.
Increase number of service actions (payments, registrations)
Reduce storage and maintenance costs
PERSONAS
Rony visits the city’s website mostly when she needs to pay the city tax or a parking ticket.
Pain point:
Wastes time searching for the relevant page, needs to go through outdated information to find the link to the payments system.
Motivation:
Reducing the time spent on the site and making payments quickly.
Rony Avitzur
41 | Architect | Married + 3
Maor is starting a new catering business. To access information regarding a business permit, he is redirected to another site with partial information. It is unclear to him if this site is operated by the city.
Pain point:
Confusion as he redirected to another site, getting partial and outdated information
Motivation:
Getting all the needed information clearly in one place.
Maor Nismboim
32 | Entrepreneur and a restaurant owner | Married + 1
Shiran works in the city’s spokesperson department. She manages the content of the city’s website. Shiran is technology-oriented, however she has a hard time with the site’s CMS. She is frustrated by the system’s frequent malfunctions and she is reluctant to work with it.
Pain point:
Difficulty in working with the CMS due to bugs, unfriendly user experience, and general sluggishness
Motivation:
Quickly entering new content to the site.
Shiran Sahar
42 | City employee | Married + 2
FINAL CONCLUSION
Developing a brand new city website that is smart, updated that has a great user experience which unifies all of the city’s websites
THE SOLUTION
2
The Core – future project
- Revamping the operational systems with the site’s new look-and-feel and user experience.
- Upgrades will be prioritized based on the system’s usage, while emphasizing cost saving for the city.
1
The Envelope
- Redesign of the homepage and content pages.
- Refreshing of the site’s look-and-feel and user experience.
- Upgrade of the CMS and training knowledge managers in various branches.
INFORMATION ARCHITECTURE
EXPLORING UX CONCEPT
FINAL RESULT
