10 things that businesses consistently tell us

Reading Time: 5 minutes

When we do user research with businesses, we often hear the same things over and over again, regardless of which design, platform or web page we’re testing.  

Here are a few things that our customers consistently tell us: 

1. Get to the point 

Business owners are time-poor. They don’t want to waste time reading through a lot of content. We need to get to the point quickly or we’ll lose them. 

They like clear, simple language and bullet points. They hate long paragraphs and jargon. 

When it comes to our digital services, we tend to focus a lot of how things work technically and what they look like – which are both important – but so much of the feedback we get from customers is about the words that we use. Words matter. We need to choose them carefully. 

Customer quotes 

  • “There are a lot of words there and my time is really precious.”  
  • “I don’t have the time to read the whole page.”  
  • “I’m dyslexic – that wall of words is off putting. I’d prefer to see it broken down a wee bit.” 
Continue reading “10 things that businesses consistently tell us”

About Katie Dickerson

I'm a service designer with a background in content design and a passion for taking hard things and making them simple.

When users tell you that you’re focusing on the wrong thing – listen to them

Reading Time: 2 minutes

Part of me wonders if I should say this, but…I love it when user research goes wrong. 

Sometimes you go into user research with a hypothesis and the research validates it. That’s great. That’s easy. But what I really love is when you go in with a hypothesis and the research totally flips it on its head. That’s when you learn the most.  

I recently did some user research on a document that we’re using to support our new approach to helping companies. It outlines what their project is, what support Scottish Enterprise and our partners can offer them, and how we plan to measure outcomes. We went in wanting to know what companies thought about the format of the document and if there was anything about it that didn’t work for them. We hypothesized that: 

  • Some of the language wasn’t customer-focused enough, and people would be put off by it 
  • The second page of the document that lists the support that we offer would be the section that businesses would refer to the most 
  • They would prefer a digital version of the document over a paper version 
Continue reading “When users tell you that you’re focusing on the wrong thing – listen to them”

About Katie Dickerson

I'm a service designer with a background in content design and a passion for taking hard things and making them simple.

How providing tech support helped me understand our customers better

Reading Time: 3 minutes
'Funding for green jobs' page on the Scottish Enterprise website

As part of the recent Green Jobs funding call, the project team asked if the service design team could help with level two system support. This meant helping with technical issues that customers were having if the enquiry team couldn’t resolve them. 

I didn’t want to do it at first. I’m not really that technical, and I was afraid that I wouldn’t know how to help. Even though our service adoption team gave us training and a knowledge bank that we could use, I still didn’t feel confident on my first shift. 

To my surprise, it was actually an interesting – and eye-opening – experience. Here’s what I learned: 

Continue reading “How providing tech support helped me understand our customers better”

About Katie Dickerson

I'm a service designer with a background in content design and a passion for taking hard things and making them simple.

What businesses think about Fair Work and Net Zero

Reading Time: 4 minutes

The way that we support businesses is changing. As part of these changes, we’re putting a bigger emphasis on ensuring that the companies that we support meet, or are working towards, Fair Work and Net Zero principles.  

What are Fair Work and Net Zero? 

Fair Work logo

Fair Work

Fair work is work that offers all individuals an effective voice, opportunity, security, fulfilment and respect: 

  • Effective voice: employers create a safe environment where dialogue and challenges are dealt with constructively, and where employee views are sought out, listened to and can make a difference 
  • Opportunity: fair opportunity allows people to access and progress in work and employment 
  • Security: people have reasonable security and stability of employment, income and work 
  • Fulfilment: people have access to fulfilling work 
  • Respect: people are treated respectfully, whatever their role and status 

Businesses that commit to Fair Work must sign up to these principles: 

  • Appropriate channels for effective voice and employee engagement, such as trade union recognition 
  • Investment in workforce development 
  • Actions to tackle the gender pay gap and create a more diverse and inclusive workplace 
  • No inappropriate use of zero-hours contracts 
  • Paying the Real Living Wage (currently £9.50 in Scotland) 
Continue reading “What businesses think about Fair Work and Net Zero”

About Katie Dickerson

I'm a service designer with a background in content design and a passion for taking hard things and making them simple.

From service designer to user researcher

Reading Time: 3 minutes

I started my career at Scottish Enterprise as a content designer. Actually, we were called ‘web content developers’ back then, before we really embraced the idea that there is more to content than just words on a web page. Then I joined the service design team as a service designer, and over the past few months, I’ve been doing a dual role as a service designer and user researcher.  

Continue reading “From service designer to user researcher”

About Katie Dickerson

I'm a service designer with a background in content design and a passion for taking hard things and making them simple.

How we made it easier for businesses to find coronavirus funding

Reading Time: 4 minutes

The problem

The FindBusinessSupport.gov.scot (FBS) website had to adapt quickly when the coronavirus (Covid-19) pandemic hit to ensure that businesses could access up-to-date information about what they needed to do and what support they could get.

Because new funds were constantly being offered, and guidance kept changing as we moved in and out of lockdown, we just added new content when changes were announced by the Scottish Government. We never had time to step back and think about the complete customer journey, and the coronavirus advice page had become very long and complex.

The challenge

The Scottish Government asked us to make it easier for businesses to access information about coronavirus funding and support on the FBS website, and they gave us two weeks to do it.

screenshots of heat maps for the desktop and mobile version of the coronavirus advice page
Heat maps are one of the tools we use to research how people use our website
Continue reading “How we made it easier for businesses to find coronavirus funding”

About Katie Dickerson

I'm a service designer with a background in content design and a passion for taking hard things and making them simple.