Insight and discovery

Before you do anything to change an existing service or create a new one you need to put some time into discovery and insight.

Understanding existing products and services

Find out as much as you can about how successful the existing products or service is for users. Use the following to inform you:

• Google Analytics data
• Online feedback
• Phone call volumes and anecdotal insight from the advisors
• User testing

Analysing multiple sources of data means that you have a rounded view of behaviour. It’s only when you do this that you start to see the whole picture which may be lost by just looking at web stats.

For example: You can identify services which have high call volumes for general information queries which would suggest that we need to do some work to promote or improve our online services.