Nashville.gov User Research

Summary

As part of the comprehensive redesign of Nashville.gov, our team provided in depth User Engagement services for Metro Nashville and its stakeholders. As one of America’s fastest growing cities, Nashville is home to more than 1.9 million people and 40,000 businesses. Over 15 million tourists visit Music City each year.

Goals

Metro Nashville is a leader in adopting new technologies that are both user-centric and accessible to all. Our top goals were to assess how people were using the existing website, identify where they were having problems, and make concrete, achievable recommendations to improve citizen interaction with Nashville.gov.

We engaged with stakeholders from 45 different zip codes to ensure the new website is built for everyone.

We reviewed all available analytics and metrics by department (page views, bounces, duration, error logs, top searches, etc.) to further understand what content and functionality was important to users.

What We Did

• Executive Presentations
• Focus Groups
• Site Analysis
• Surveys
• User Engagement Report
• User Experience Tests

Results

Net Tango engaged several different groups of Nashville.gov to gather a wide range of website use experiences. External user (citizens, businesses, interest groups, neighborhoods, etc.) experience and satisfaction were assessed with a combination of in-person focus groups, interviews and online surveys. Internal users (web editors, department staff, communications and IT staff, etc) were assessed via in-depth interviews and online surveys.

All this information was organized into a comprehensive report detailing areas of strength and weakness for Nashville.gov users with many different backgrounds, website needs, and experience levels. The User Engagement results and recommendations became the foundation for the information architecture and content strategies that underlie the rest of the Nashville.gov redesign.