Digital Services - Content Design / Re-design

While lots of our strategy work focuses heavily on digital services - offering users the ability to pay, book, apply and request online - web content remains an important aspect of digital service.

“Give information” is an important digital service pattern - that municipalities need to get better at. The more we can have users self-serve on the web, the more they don’t have to contact the municipality to ask simple, easily answered questions - freeing up staff time for the more involved and complex questions.

So, we have built a new capability within our team to help municipalities with content design and content operations - in support of their digital objectives.

Redesigned Thunder Bay web content to support the launch of Digital Planning and Permitting

We recently worked with the City of Thunder Bay as they launched their new planning and permitting digital services to redesign their content, using user research and google analytics data to inform the redesign.

We helped redesign navigation and menus, worked with teams to rewrite content and collated metadata to improve fundability and Search Engine Optimization (SEO).

The new approach is more action oriented, less department and team oriented, and puts the information that users need at their fingertips. We’ve also equipped the team with the training, playbooks and tools (wireframes, Google Analytics report) that allow them to actively manage content operations in a more data-centric manner going forward.