Exporting and international trade redesign
The service
Exporting support for Scottish companies
The problems
Businesses weren’t aware of the range of exporting services that Scottish Enterprise offers
We weren’t getting many exporting-related enquiries
We didn’t know if the content on our website helped exporters and potential exporters with what they need
The project:
Raise awareness of our exporting expertise and support
Create content that is relevant and useful to exporters and potential exporters
Get more enquiries for exporting services and events
Help users self-serve
Get more users taking advantage of market opportunities
What I did
Identified user needs
The Department of International Trade had done a lot of research into the user needs of exporters and had shared their findings with us. There was one problem - there were hundreds of needs.
I spent some time streamlining the user needs and categorised them by theme:
Motivation (Why I want to export)
Information and resources (I need information and resources to do x)
Skills (I need to ensure I have the skills to do x)
Logistics (I need to move stuff and people)
Compliance (I need to comply with the law)
Risk management (I want to know what to do if something goes wrong
Opportunities (I want to find new opportunities to do x)
Discovery
Impact
We were able to clearly understand the different types of user needs that exporters have.
Mapped needs against existing services
I mapped these needs against the support/services that Scottish Enterprise and our partners offered, alongside the project manager and exporting experts.
Discovery
Impact
We were able to understand where we were meeting the needs and where the gaps were.
Created company archetypes
I created some high-level company archetypes based upon our user research that showed:
Their needs
The barriers they faced
Their goals
Discovery
Impact
This helped us understand the needs and barriers that companies face at different stages.
Did a content review
I worked with a content designer to do a content review and match all content to user needs.
Alpha
Impact
We were able to see where there were needs that we weren’t currently meeting with our content and where existing content needed to be improved.
Ran ideation workshops
I ran ideation workshops with the exporting team using Mentimeter to explore how we could fill gaps in our exporting services, based on what we learned through the gap analysis and user research.
Alpha
Impact
We were able to come with ideas for how to improve our exporting services and prioritse them based on effort and impact.