Scottish Enterprise Desk Research

Research Questions

• Who are our customers for SE website
• What do they want (from SE)
• What do we think they need
• What do we provide that might meet these needs
• How do we want to provide it
• How do Customers want to consume it
• What is possible in this area
• What do we have experience of
• What is likely
• How does Language work for users
• Consider potential site structures and navigation
• Questions and Observations

Top 10 things we hear from Businesses

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
  
  • These 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.”
  

2. Keep it simple

• Customers tell us they like it when we keep things simple.
  
• We should avoid anything that gets in the way of them doing what they came to our website/service to do.
  
• When our websites and digital services look and act like other government sites that they’re familiar with, they perceive us as trustworthy.
  

Customer quotes:

• “It’s like HMRC, so it seems intuitive from that point of view.”
  
• “I like the clean layout.”
  
• “It looks nice and simple. I would make sure to keep it that way. No need to complicate it.”
  

3. Only ask me for information once

• Customers expect us to remember information that they have given us and not ask for it again.
  
• When we ask them for information that they think we should already have, they get irritated and lose trust in us.
  

Customer quotes:

• “You keep asking me for the same data. It is annoying and also erodes my trust in you.”
  
• “I’m copying and pasting content from one application to the next.”
  
• “I filled out the same application for three things.”
  

4. Tell me if I’m eligible

• Customers want to be able to easily see if they’re eligible for funding or support straight away.
  
• We need to be clear about what our eligibility criteria are, and what information and documents they will need to gather to apply.
  

Customer quotes:

• “'Is my business eligible’ should be first up – why waste my time?”
• “If you aren’t clear what you are being asked before you begin, it’s quite difficult to get your thoughts together.”
  
• “We got all the way through and then were told we weren’t suitable.”
  

5. Don’t take too long to make a decision

• Our customers are busy people with businesses to run.
  
• They don’t want to have to wait for ages for us to decide whether we can help them or not.
  
• They need to know who is dealing with their application and how long it will take to hear back from us.

Customer quotes:

• “Speed is of the essence in business.”
  
• “I can’t wait three months to fill in a form.”
  
• “The application process is slow, complicated and created added pressure on us. Not being able to start the project before the application has been approved.”
  

6. I want to talk to someone

• We can build great digital services, but there will always be people who just want to speak to someone.
  
• That’s understandable, given the complex issues that businesses can face.
  

• We need to make sure that we always give people the option to talk to a human being if they want to.
  
  

• People who have worked with us tell us how much they value the relationships that they have with SE staff, and how the conversations they have with us are helpful to their business.
  

• Having someone who they trust and can go to with questions is important.
  
  

• Businesses are increasingly telling us that they want to communicate with us via live chat, because they see it as a quick way to get an answer.
  

• As one business owner explained, live chat would allow him to talk to us while doing his work at the same time. Time-poor, remember?
  

Customer quotes:

• “Speaking to someone is still valid these days.”
  
• “I would probably just pick up the phone.”
  
• “It’s important to have a human on the end of the telephone.”
  

7. Give me a copy

• When businesses apply for something with us, they want to be able to access a copy of what they have sent, whether that’s through a link, a downloadable PDF/Word document, or an email.
  
• If our systems do this for them, they feel reassured.
  

Customer quotes:

• “I would be annoyed if I hadn’t downloaded the summary before I submitted it.”
  
• “I would have thought a copy of my application would be sent to my email.”
  
• “I like that you can download and review your application.”
  

8. Give me a template

• When we ask customers to share documents like project plans or business plans with us, some people would feel more comfortable if we provided a template so they could see the format that we were looking for.
  
• This helps them feel reassured that they’re giving us the information that we need in the right way.
  

Customer quotes:

• “It would be nice to see an example of a project plan or a template.”
  
• “A template that you could populate would help.”
  
• “A project plan template would be a big help to small businesses.”
  

9. I want money

• SE can offer businesses support with everything from market research and innovation to intellectual property and sustainability, but what do businesses want from us? Money.
  
• We know that when we do give them non-financial support they find it valuable – sometimes more valuable than a grant – but they’re not necessarily looking for it. Our analytics and user research show that funding is their top priority.
  

Customer quotes:

• “You give great advice, but let’s see some cash.”
  
• “I’m looking for words like ‘money, finance’ – I just really want some money.”
  
• “People just want to know how much money you can get.”
  

10. I need to be part of the gang

• Some businesses think that we only offer support to big companies, and that you have to be ‘part of the club’ in order to work with us.
  

Customer quotes:

• “People still need to speak Scottish Enterprise.”
  
• “If you were not used to SE form filling then it might be tricky. We know the right buzzwords.”
  
• “Trying to get in was difficult.”
  

Common themes

Don’t waste my time

People who run businesses are busy, and they may be doing multiple roles in their company.
They don’t want to waste time reading a lot of content, giving us information that we already have, trying to figure out whether they are eligible for something or not, or waiting for us to make decisions.

Don’t make me think

Our customers shouldn’t have to try to figure out what we’re offering or what we’re asking them to do.
We should make it easy for them.

Don’t stress me out

Applying for funding or support can be stressful, and the last thing we want to do is make it worse.
When don’t make things clear enough for our customers, we could be adding to their anxiety. And that’s not what we want.

2023: DENTSU

Files

• DENTSU

Summary

• Most people would recommend Scottish Enterprise
• Some would have reservations or might explain some of the pitfalls to peers
• SE is quite good and has lots of great and knowledgeable people
• Bureaucracy and Good Intentions sometimes make the benefit seem lessened by the effort required
• We can seem a bit inflexible at times
• We are seen as better than most but lagging behind London (Process and Service Levels)
• Our Values are guessed at rather than known

Our people are our strength

• People go to a wide variety of places for business support
  
  • Peer groups
    
  • Intermediaries/Accountants
    
  • Search Engines
    
  • Princes Trust
    
  • Business Gateway
    
  • Scottish Enterprise :-)
    
  • Banks
    
  • Local Authority / Councils
    
  • Agencies (PR, Marketing, Creative etc...)
    
  • We are not peoples First Stop.
    
  • Anything that gives people a negative view of us, pushes us further down the list.
    
  • The ecosystem is confused
    

Frustrations

• Forms, Beuracracy and needless Hoops to jump through
  
• Not being able to get through to a real person
  
• Slow responses and follow-up
  
• Feeling out of control and under informed
  
• SE changes too often to gain a clear understanding of what/how we deliver
  
• Too genric
• Too disjointed
• People want quick infor and answers
  
• We often make things so hard that they are not worth the effort
  
  This makes people fear getting involved with us
  
  
• People are confused about our actual role.
  

What people think we do

• Money
  
• Guidance
  
• Not really sure
  
• Here to help businesses
  
• Only for certain Sectors
  
• Interntional trips
• Grow businesses
  
• Networking
  
• Only help certain businesses
  
• Probibly Scottish Government relared...
  

How Customers would describe Scottish Enterprise

• Government Agency that's here to help businesses
  
• Have tools, networks and people
  
• Great ideas but poor execution
  
• Lots of Knwledge and Support
  
• Networks and Contacts
  
• They sometimes get in the way
  
• Have quite polarised views of us
  Insight
  
• Customers better understand that you are not there simply to help them but to help the economy overall
  
• One partner cited the value of SE compared to how it works in England.  (You don’t know how good SE is until it isn’t there)
  
• Customer perception is more aligned to BG objectives than SE’s, suggesting continued misappropriation of roles.
  

How NON Customers would describe Scottish Enterprise

• Money
  
• A starting point for younger Scottish businesses
  
• Information and Support
  
• There to help
  Insight (repeated)
  
• Customers better understand that you are not there simply to help them but to help the economy overall
  
• One partner cited the value of SE compared to how it works in England.  (You don’t know how good SE is until it isn’t there)
  
• Customer perception is more aligned to BG objectives than SE’s, suggesting continued misappropriation of roles.
  

Benefits to Scotland

Customers
- Improve entrapreneurialism
- Improve the economy
- Lower/Remove Barriers
- Helping Startup * Innovative businesses

Non-Customers
- Grow the economy
- Support (especially rural)
- Knowledge of funding
- Net Zero
- Growing Scotland
- There to help

Partners
- Support for Scotland that the rest of UK does not get
- Supporting Scaling companies
- Companies think that we are needed but could improve delivery of services Insights
- Customers better understand that you are not there simply to help them but to help the economy overall
- One partner cited the value of SE compared to how it works in England.  (You don’t know how good SE is until it isn’t there)
- Customer perception is more aligned to BG objectives than SE’s, suggesting continued misappropriation of roles.

Past Experience

Customers
- Variable (More positive than Non-Customers)
- Mostly for small companies
- They take you so far, and then dry up
- Tailored response :-)
- Good to talk to actual people

Non-Customers
- Poor response rate
- Not awesome
- Bureaucratic
- Complicated
- Poorly Executed
- Too bossy & time consuming (ROI)
Insights
- Mixed, largely negative,  response from initial engagement.
- Those non-customers that had an interaction with SE felt disappointed  because of low levels of service.
- Either it was deemed unhelpful or not relevant for their business, or it felt clinical, complicated and badly executed.
- A lot of this is driven by having funding requests denied.
- Or simply not meeting SE criteria and reacting to this badly.
- (Entitlement culture and,  frankly, laziness)

Relationship with SE

Customers
- Very good (mostly)
- They do a lot of things for/with us
- They can be a bit time consuming
- Some of their initiatives are good whilst some ar e bad
- Bureaucratic
- Good Relationships with AMs/Specialists
- Comms and Knowledge
- Invested in Sustainability & Net Zero
- Helpful

Non-Customers
- Personal relationships are good
- Possibly not that great for Start-Ups
- Partners
- Evolving
Insights
- Customer experience is very positive overall.
- The role of the AM is centrally and crucially  important in the relationship.
- However, some, who have been with SE for a long-time, complain about the inconsistency of AMs.
- Partners are broadly supportive and positive.

What people think our Values are

Customers
- Open & Transparent
- Agile (No description of what that means)
- Collaborative
- Invested in Equality, Inclusion, Sustainability and Diversity
- Your people go above and beyond
- Driving employment
- Selling Scotland

Partners
- Growth
- Inclusion & Equality
- Improving Scotland
- Supportive
- Sustainable Development
Insights
- No specific focus or sense of what your core values are
- For many it was a difficult question to answer and resorted to guesswork.
- Again, lack of speed coming through here from some partners.

How people feel about the Our Brand Purpose

Insights
- It's too long.
- And it's a little jargony, but that's understandable to people
- And it recognizes that it needs to speak to businesses about how their support can drive the economy.
- And it recognizes that it needs to sneak to businesses about how their support can drive the economy
- However some misunderstanding that SF are innovators rather than driving innovation as stated)
- Nevertheless, it's broadly in line with perceptions and seems appropriate

Does our Purpose resonate with you

Insight
- Alienating to smaller businesses
- It reflects but does not really connect with customers
- Lacks Emotion & Energy

Language

Insight
- There's a juxtaposition between the high-level language that's used in your purpose and the personal and accessible service that's offered by SE.
- Too jargony comes through strongly - even for Partners
- And to some extent also too corporate - for larger businesses
- It's not as clear as it could be about Calls to Action and business benefits
- Not from this but from the workshops there's just too much focus on SE rather than the customer.
- What's in it for me.

Language by other B2B

Customers
- Banks
- Consultancies (Deloittes, KPMG...)
- Revolut
- Slack
Non-Customers
- FSB Newsletters
- Chambers stuff :-)
- xxx
- xxx
Partners
- Codebase
- Techscaler
- AWS
- Google for Start Ups
Insight
- Non-customers relate more to networks and support organisations
- Customers have a more high-brow point of reference – eg Consultancies

SE Business Ambitions- What do you think?

Insight
- Quite cynical
- Most customers say this is reflective of their experience, EXPECT internationalization. Given rising costs and Brexit complexities, this makes internationalization difficult for businesses at the moment.

- Are SE these things or do they enable these things?  Watch out you don’t overclaim.  Your people are good at encouraging these things but the businesses themselves actually do it.

Do SE's ambitions resonate with you

Insight
- Depends on the business
- SE is not innovative. It is the facilitator of Innovation.

Is SE driving innovation

Insight
- There’s a theme emerging that SE shouldn’t be claiming that they are innovators and that it’s the companies they support that innovate.  There’s a risk that you sound like you are taking the credit for innovation or that it could at least be interpreted that way.
-Talk more clearly about being facilitators and enabling

Understanding the Ecosystem

Insight
- Good awareness among customers and general assumption that they are about international trading
- And SDI’s positioning is a lot clearer than SE’s.  Feels more focused and targeted.
- Generally positive attitudes to the SDI/SE relationship.
- But for those who do not work with SDI  it’s not clear where overlap stops.

SDI

Insight
- Good awareness among customers and general assumption that they are about international trading
- And SDI’s positioning is a lot clearer than SE’s.  Feels more focused and targeted.
- Generally positive attitudes to the SDI/SE relationship.
- But for those who do not work with SDI  it’s not clear where overlap stops.

Business Gateway

Insight
- This is area of most confusion.
- Many understand BG’s role as a portal into SE but many more confuse SE for BG in conversation, especially small or start up non-customers of SE.
- But people DO generally understand that BG is for start ups.  (It’s just that many think SE/BG are the same thing).
- Even during respondent recruitment there was confusion with Free Found SE customers ACTUALLY being BG customers.
- Seems to be a lot of misattribution to SE of services non-customers have experienced or more likely heard of that were actually provided by BG
- Several respondents see BG as a UK national (not Scottish) entity.
- BG advice and support seen as more off the shelf, not tailored like SE.

SMAS

Insight
- Very low awareness but relatively easy to guess their role. Not much real association with SE.
- Only a handful of respondents had worked with them,

CDS (co-operative development scotland)

Insight
- Virtually no awareness across all groups

Brand Scotland

Insight
- Low awareness
- If pushed, reasonably correct assumption that they promote Scotland.
- No link to SE really.

Digital Chanels - Website CUSTOMERS

Insight
- Quite a few have never used it at all
- Reliance is on Account Manager, rather than digital channels – much more important and clouds opinion
- Generally, slightly more negative than non-clients
- Again, several comments that it is fairly unremarkable – but that could be seen as inoffensive
- No spontaneous praise

Digital Chanels - Website NON-CUSTOMERS

Insight
- Very mixed point of view, but leaning towards negative
- No real issues with navigation
- Largely seen as clean, text based and factual
- Broadly seen as functional, and many find it easy to use – not especially engaging
- But for many it’s quite bland/unremarkable – a lot of comments about nothing standing out
- Several mentions of stock photography usage
- A bit wordy
- Over emphasis on net zero and green agenda

Digital Chanels - Website PARTNERS

Insight
- Possibly the most negative overall
- Acknowledgment of need to meet a wide variety of audiences which is difficult

Digital Chanels - Brand Identity

Insight
- Very widely recognized
- Some confusion with energy companies
- Perfectly fit for purpose, but a minority see it as quite dated
- It’s not exactly setting the heather on fire, but neither is it damaging the brand

Digital Chanels - Youtube

Insight
- Mixed opinions and quite strongly held.
- But largely an acknowledgement that video is a good medium, especially for case studies (although these also have detractors)
- ‘How to’ videos are also welcome, but content is outdated
- Low awareness of SE channel specifically
- Not inappropriate

Digital Chanels - LinkedIn

Insight
- The star performer – your natural home
- Very strongly endorsed
- Not many follow the SE page, and some follow their AM – but seen as positive to customers
- Great for communicating events and news/updates
- You are acknowledged as using the medium well.

Digital Chanels - Facebook

Insight
- An ambivalent response
- Seen as becoming quite outdated
- Respondents struggled to understand WHY SE would use Facebook

Digital Chanels - Twitter

Insight
- Its reputation has been tarnished for serious business users recently
- But it IS seen as a good business channel and an appropriate place for SE to communicate
- Jury is out long term

Digital Chanels - Email

Insight
- This is your strongest engagement channel
- But more for AM to customer engagement than marketing
- It’s seen as a communications rather than marketing channel – other than newsletter
- Looking for more tailored content that’s relevant to their circumstances
- Of course, some note that email is generally overused in business so there are pros and cons here

Digital Chanels - Other

Insight
- Significant mention of TikTok as up and coming as a channel - even for SE
- Instagram spontaneously mentioned as a useful channel for SE  but less enthusiastically

2021: SE Initial Research

Files

• SE.com-InitialResearch-Aug2021

Summary

Purpose - We are interested in where you would look on our site https://www.scottish-enterprise.com/    for information.

Results: Pass / Fail

Success:
- Only one user found the event Masterclass selling your business
- But
- 4 users did find the webpage about succession planning

Fail:
- One user made it to the learning zone but was unable to find the information
- One user made it to the funding and grants webpage and gave up
- One user made it to the contact us webpage after failing to find the information
- 4 users clicked on various bits on the homepage and gave up quickly
- 3 users used search and then gave up

Conclusions: - Events, podcasts and webinars are not obviously visible from the homepage
- Users are not explicitly searching for them
- Search doesn’t work as well as it should

Missing Things:

• I was hoping to find a page labeled "management buy out" or "selling your company". I would expect key searches for those words to yield accurate results
  
• I was hoping to find an article or guide that was explicit in giving information on how to sell my company.
  
• I was hoping to find a direct page/link to get this info
  
• A menu option that more clearly labelled for selling companies?
  
• Something at top of page that would lead me to both topics, sell company, support buyout.
  
• I was looking for words i understand, like 'selling my business' or 'management buyout'. I didn't know the phrase succession planning but did work it out, and once I knew that was what I was looking for, I found it.
  
• I was hoping to find an article that would provide me with information on the topic, which it did. However, I did not find this for the term selling your company. I would expect to see how SE can support in that process.
  
• I was hoping to find any information at all on how I would sell my business or join a management buyout. However, there was nothing that I could find that covered this on the website.
  

Suggested Changes:

• Seeing everything i saw on this website, everything is perfect to me.
  
• I would add a tag for the term 'selling your business'.... I am also aware that I did not use anything other than the search function. .. So let me try that now.... Found relatively easily using menu also. So can't complain.
  
• I would have probably put it underneath COVID19 as an option, as the current climate a lot of business they are selling their companies, so it would been a naturally search progression as a customer. Probably would have suggested it being under a different tab, instead of development as I felt it didn't fit with developing/growing a business.
  
• I would like to change the search results page. It is because it provides too many less relevant results after using the keywork - selling my company.
  
• I wouldn't associate selling of a business under business development, so I would maybe have a clearer or separate heading for that type of advice. I also don't automatically know the phrase 'succession planning' so maybe having another more widely understandable phrase as a heading would be better.
  
• Have the relevant information at top of page for both management buyout and selling a company. Even if they are unusual queries
  
• Making it easier to fiind.
  
• Improve the search feature to bring up pages with the title/description "management buy our" or "selling your company"
  

Tags

homepage, learning zone, events, webinars, podcasts

2020: FBS - Likes and Dislikes

Files

• FBS Likes and Dislikes

Summary

Purpose
- We explored the following things:
- Users likes and dislikes about the homepage of findbusinesssupport.gov.scot website
- If they felt there was anything missing
- Challenges and opportunities that the businesses are facing at present
- Their views about this website – what are their needs of this website, their frustrations, improvements / suggestions
- Feedback around search filters and how these can be improved

Findings
- Search needs to be improved
- Filters could be improved
- Navigation could be improved
- Context (Recent events, challenges and opportunities) needs to be reflected across the sites upper levels
- The site is a bit dull and could do with a few more pictures, graphs or graphics
- More Sector / Industry specific advice would be welcome
- More feedback mechanisms / channels could be added

Summary Observations

• Businesses are face the following challenges and opportunities at present:
  
• “loss of income because of the lockdown”
  
• “having to adapt to more home working is a challenge”
  
• “opportunity to replicate the business abroad”
  
• “more financial help is now on offer”
  
  
• Following general feedback and specific needs from the website is shared below:
• “Support available to businesses, help with financials, funding info, protecting workforce” were mentioned when asking for services most interested from this website
  
• “No industry menu, No social media links, lack of images, wordy website” were some of things mentioned as frustrations
  
• “Better navigation, more visuals, improved search, forum, case studies” were suggested as improvements to this website
  
• When asked how users expect to find this website they mentioned via google search, via gov.uk, online ad.
  
• TV, Radio, Gov.uk websites, newspapers community forums were mentioned as channels to advertise this website.
  
  Search filter feedback:
  
• “It’s easy to navigate, and once you tick you get the filtered result right away - no waiting around”
  
• “I expected to see a filter that also shows me support available to businesses depending of the sector and its size”
  
• Filter by sector, size of business, business type, org offering service were mentioned as being missing
  
  
  • Businesses are face the following challenges and opportunities at present:
    
  • “loss of income because of the lockdown”
    
  • “having to adapt to more home working is a challenge”
    
  • “opportunity to replicate the business abroad”
    
  • “more financial help is now on offer”
    
  • 
    
  • Following general feedback and specific needs from the website is shared below:
  • “Support available to businesses, help with financials, funding info, protecting workforce” were mentioned when asking for services most interested from this website
    
  • “No industry menu, No social media links, lack of images, wordy website” were some of things mentioned as frustrations
    
  • “Better navigation, more visuals, improved search, forum, case studies” were suggested as improvements to this website
    
  • When asked how users expect to find this website they mentioned via google search, via gov.uk, online ad.
    
  • TV, Radio, Gov.uk websites, newspapers community forums were mentioned as channels to advertise this website.
    
  • 
    
  • Search filter feedback:
    
  • “It’s easy to navigate, and once you tick you get the filtered result right away - no waiting around”
    
  • “I expected to see a filter that also shows me support available to businesses depending of the sector and its size”
    
  • Filter by sector, size of business, business type, org offering service were mentioned as being missing
    
  • Overall:
    
  • “The website has some excellent information on it, but it needs to be categorized better and filters need to reduce the options not increase”
    
  • “The site is very detailed. It’s presented in a friendly and very proactive manner that makes it easy to use”
    ![[]]Overall:
    
• “The website has some excellent information on it, but it needs to be categorized better and filters need to reduce the options not increase”
  
• “The site is very detailed. It’s presented in a friendly and very proactive manner that makes it easy to use”
  

Likes / Dislikes

• Like: Concise/Direct and to the point
  
• Like: Simple and easy to navigate
  
• Like: Lots of Information
  
• Like: Layout and Colours
  
• Like: Scottish Business focus
  
• Like: Credible and up front about who is behind it
  
• Dislike: Old fashioned and repetitive
  
• Dislike: Lacks pictures and looks a bit bland
  
• Dislike: Text heavy
  
• Dislike: No Social Media links
  
• Dislike: No Feedback mechanism
  
• Dislike: Partnerships were a bit hidden
  

Challenges

• Lockdown related losses
  
• Competition from big companies
  
• Brexit related Staff Issues
  
• Lack of demand
  
• Staff Retention
  
• Cash Flow
  
• Paying Bills / Suppliers
  
• Getting New Clients
  

Opportunities

• Replicate Business Internationally
  
• Business Support
  
• New sectors, markets and relationships
  
• Financial help available
  
• Gaining business by being operational during lockdown
  
• New ways of working
  
• Time to think
  
• Online business
  

Needs

• Find appropriate support
  
• Don't waste my time. (If it is No then tell me quickly)
  
• Context Sensitive Advice(Brexit, Covid, Post Lockdown...)
  
• Filters that make it easier to find appropriate support
  
• Search that makes it easier to find appropriate support
  
• Navigation that makes it easier to find appropriate support
  
• Have this site suggested on other platforms when it can be of use
  
• Make it easier to talk with you in my preferred way
  

Frustrations

• Unclear information
  
• Jumping off to other websites
  
• Bland colours
  
• Text Heavy
  
• Lack of Feedback Chanels (Chat etc...)
  
• Search is too basic
  
• Lack of differentiation between sections
  
• Lack of personality
  
• Lack of reviews and case studies
  
• Office hours only
  

Suggested Improvements

• Improve Navigation
  
• Chat Function
  
• Community Forum
  
• Look and Feel
  
• Improve Search
  
• Mailing Lists
  
• Industry Specific Info
  
• Less text where possible
  
• Case Studies
  

How people find the site

• Google
  
• Adverts (TV, Radio, Online, Social Media)
  
• HMRC site
  
• Scot Gov site
  
• Regional Business Hubs
  
• FSB Mailing List
  

Suggested advertising locations

• TV
  
• Radio
  
• Online (Scot Gov, Scottish Websites, Facebook, Other Social Mediagdl
  
• Bill Boards
  
• Forums
  
• Google Search
  

Filters

• Like: Fast
  
• Like: Shows major types of support
  
• Like: Switching between Events and Services
  
• Like: Placement
  
• Like: Checkboxes make sense (easy to tick)
  
• Like: It still has a Search Bar
  
• Dislike: Missing Sectors as an option
  
• Dislike: Returns too many unrelated results
  
• Dislike: No Sectors/Industries
  
• Dislike: No "Popular Searches"
  
• Dislike: No Sub Filters
  
• Dislike: No "Business Size" filter
  
• Dislike: No "Provider" filter
  
• Dislike: Overlapping Filter Results
  
• Dislike: Inappropriate use of "See More" when only returning one resulr
  

Post Covid Lockdown

• Advice on new rules/regimes/offerings etc...
  
• Employee Support info
  
• Advice on building back up to full capacity
  
• PPE Sourcing (Personal Protective Equipment such as Masks)
  
• Online Training courses
  
• Rates support
  
• Advice on keeping staff and customers safe
  
• Remote Working support/advice
  
• Local Council support
  

2019: Global Design Language (GDL)

Files

• Global Design Language:

Summary

• Users prefer the new designs using the GDL components compared to the original pages
• They are clearer, bolder and easier to read
• Users like the larger text, bullet points, and contrasting colour sections
• Users like that there is less text than the original
• The new designs are seen as more ‘modern’

Specifics

• People like some pictures but not too many
• Bold, easily scanned text is preferred
• Simple, Single Column layouts are easier for customers to read
• Bullet points (lists) work well for customers trying to scan the text
• Bold headings are easier for users to scan and thus prefered

Tags

homepage, GDL, design, templates

2018: SE.COM Discovery

Files

• SE.COM 2018: Discovery
• SE.COM 2018 Glenn Version
• SE.COM 2018 Discovery Again
• SE.COM 2018 V3

Summary

Purpose
- To improve our understanding of what people, with no recent contact,  think we do
- To perform usability testing on a Scottish Enterprise website wireframe prototype,  to validate thinking around possible future state layout/design.
- To inform the next design iteration

Feedback on Wireframes

• People are interested in Scottish Enterprise BUT only in what we can do for them
  
• The “How we can help” Diagnostic is very popular both in language and concept. Most people would have followed this approach.
  
• The current ”I Want To” menu is mostly ignored and sometimes viewed as part of the Search Bar
  
• The “Search Bar” was used as the preferred bailout method, after failing to find relevant  Call’s To Action
  
• Large and impressive Stats are popular
  
• The ”Fold” is still a very real barrier to some people seeing our actual CTA’s.
  Do not over do the lead in content.
  
• The menu options were quite well received when people actually opened the menu (usually prompted during these tests)
  

Details

• Guides Sections - needs to be higher up
  
• Eligibility for services made clear upfront, or signposting to other organisations who could help
  
• I want the homepage to be tailored to me
  
• Video – don’t want SE promotional video. Needs to be changed very regularly to show the website is keeping up to date, “videos of case studies more impact”.
  
• Sign in – business account with multiple logins preferred
  
• Language unclear and off putting, too much jargon
  
• The website needs to link to all other agencies offering businesses support and funding – what can we do? Who else can fill the gaps? A portal to all types of support
  
• Innovation important – could be upfront on site
  
• The categories for support look right
  
• Stats – impressive but not relevant to me
  
• Case studies – would prefer how to help companies achieve growth within the success stories. They need to be relevant to business age, stage of journey and industry
  
• Interactive – how can I feedback about the guides/drop downs if my industry isn’t listed? I want to add my knowledge.
  

General

• Customers confused where to go for the right information
  
• Customers often unsure of which organisation they are dealing with
  
• Customers unclear why they get grant/support rejected
  

Requesting Customer Details

• Don’t ask for too much information too early in the journey (eg high degree of surprise in asking for Companies House information)
  
• Belief that inputting details would result in “being marketed to”
  

Communication

• Majority of users preferred telephone number to call if they got stuck
  
• Live Chat mixed reviews
  
• Businesses are interested in help from organisations (such as SE) BUT only if it is relevant to them
  

Information

• Language needs to be clear
  
• The journey to get to relevant information should be simple and quick
  
• Large and impressive Stats are popular (but users questioned if they were real)
  
• Information ”Below the Fold” remains a very real barrier to some users seeing the actual CTA’s
  

Content

• Users expect most things to be clickable
  
• Users expect interaction to be quick so indicated time it takes seen as irrelevant
  
• The “Search Bar” was used as the preferred bailout method, when the user struggled to find what they were looking for
  
• Menu Options were well received (though sometimes missed initially)
  
• Too much content not well received (eg Learning/Development section showcase because not relevant to them at this time)
  
• Case Studies are good but need to be directed to me and my sector
  

Tags

homepage,

2018: Women's Focus Group

Files

• Women Focus Group 2018: Women Entrepreneurs Focus Group.pptx

Summary

Purpose - to explore experience of online channels - to discuss Business Support requirements - to examine the Role of Networks in Business

Conclusions

• Up for transacting all activity on line
  
• Scalability really important ie as their business grows they want what they can do online to match
  
• Need the ability to upload multiple docs from electronic devices
  
• Too many business organisations offering advice – they are unsure who to go to for what
  
• Want business orgs to be joined up and/or refer to right place (but not having to go round the loop again)
  
• Experts giving business support must be knowledgeable about their industry (big problem)
  
• Companies expect conditions to be attached to funding support but needs to be fit for purpose
  
• Targets attached to funding can be too restrictive
  
• Networking important to them and they would be up for being approached to share advice
  
• Need to trust those within the networks
  
• Very clued up on our pre-pipeline and BG-SE pipeline process!
  

Online Channels

• HMRC, Gov.uk, SAGEPay, Banks used
  
• Quickbooks “easy to use” (best website for uploading evidence, collating (mentioned in previous research)
  
• Nest Pensions Scheme and Workplace Pensions deemed not so good
  
• Transacting online for expenses, payrolls, buying, accounting, banking
  
• Appetite for everything mobile and online
  
• Wanted to electronically provide evidence
  
• Preference for cloud storage/dropbox
  
• Awareness of GDPR implications affecting elements of business such as payroll functions
  
• Scaleability most important
  

Top Tasks

Top Tasks Emerging:
- Funding and grants for businesses
- Help to develop new products and services
- Advice and support for businesses looking to export products and services
- Improve business processes with our support

New Cards Added:
- Legislation
- Employability and apprenticeships
- Webchat
- Search

Business Support

• Workforce development & employability information needed
  
• Council first port of call (local)
  
• Gov.UK – trusted and credible
  
• Gov.UK liked for - search bar/results, quick, fast, visibly updated
  
• Mixed response to amount of info to view – recommend overview with option for further information if needed
  
• Expectation that conditions will be attached to funding and services but conditions need to be tailored to the value of the support
  
• Value added to the business cannot be easily correlated to the support provided
  
• Effort and time to apply for funding and support often outweighs the value received
  
• Export Information expected from SDI site
  
• Expect accessible information for all and ability to apply online for support/services (for beta release)
  
• Need for one Business Information Portal
  
• Mentoring important “it would be nice to have online access to business mentors”
  
• Everything in one place – more alignment with other organisations
  
• SE site should have links to all other organisations offering support (mentioned in previous research)
  
• Contacts - “It’s about getting to know who you need to know to get about” (ref SE)
  
• Accessing business support is challenging– asking a question doesn’t get you the information you need:
  
• Advisors coming out to support businesses don’t have the industry expertise and experience necessary
  
• Advisors should be upskilled to keep abreast of changing industry environments (mentioned previously).
  

2018: Open Innovation

Files

• Open Innovation Names:

Purpose
Participants were given potential names to consider:
- OpenInnovationMarketplace
- ScotlandisOpen
- CanDoInnovation
- OpenInnovation
- Innovationchallenges
- InnovationOpportunities
- ResearchOpportunities

Summary

Observations

• Some of the names were deemed to be very long
  
• Feeling that the names don't tell you what the website is about
  
• Gave a sense of management speak
  
• “OpenInnovation” rated highest with participants (70% positive rating)
  

Alternate names for Open Innovation

• InnovationMarketplace
  
• Collaborative Scotland
  
• Innovate Scotland  Smart Scotland
  
• Innovation tools
  
• The Scottish Business Solutions Platform
  
• InnovativeChallenges
  
• Business Collaborations, Business Brainstorm,
  
• Scotlandinnovate
  
• Enterprisetools
  
• Scottish Innovation
  
• Innovation marketplace
  
• Innovation4bussiness
  
• Scottish Innovation. Sustainable Innovation.
  
• Innovation Scotland
  
• InnovationIsOurs, InnovateandRelate, ScotlandInnovate/Innovation
  
• Business Innovation  Business Research  Open Business Innovation 
  
• ScotlandSolutions
  
• InnovationResearch
  

Tags

homepage, innovation, open innovation

2018: Open Innovation Website

Files

• Open Innovation 2018:

Summary

• Overall purpose of the website was really clear
  
  • “it’s a cool idea for a website to be honest”
    
  • “you know why you are there and what you should be doing”
    
• Easy to move about
  
• Few difficulties understanding language
  

Key Findings

• Participants unable to post challenge – confused about being directed to contact details
  
• Purpose of the website is really clear
  
• Opinion divided on layout
  
• It was obvious to participants that they were being redirected to an external website
  
• Language used was clear and easy to understand
  
  • “if you were in the industry you would understand the language but its clear”
    
• Majority of users preferred clean layout
  

Quotes

• Its a weird website
  
• Not so much there so its easy to navigate
  
• Its a cool idea for a website to be honest
  
• No jargon most people would be able to understand it
  
• You know why you are there and what you should be doing
  

Tags

innovation,

2017: Financial Readiness - Sprint 1

Files

• FInReadiness Sprint 1:

Summary

Customer Stories: Financial Readiness

As a customer accessing FR help…
I need….a simple illustration summarising the steps I need to get funding
So that ... it makes it easy for me to understand the process

As a customer accessing the FR service…
I need.. you to stop giving me too much information
So that…I don’t need to wade through it to find the information relevant to me

As a customer accessing the FR service…
I need… information tailored to me and my situation
So that…so I can make an informed decision quickly

As a customer accessing and using the FR service…
I need… you to get back to me when you say you will
So that…I am not left feeling frustrated

As a customer accessing help from multiple organisations...
I need… the interaction between you and Business Gateway to be seamless
So that I get as joined up and smooth a customer experience as possible

As a customer thinking about how I can get financial help…
I need… you to help me create a business plan at an earlier stage in the process
So that… I get off on the right footing and have a better chance of success

As a… customer receiving help from FR service
I need.. feedback across the system/orgs
So that..I am kept up to date with what is happening

As  a… customer receiving help from FR service
I need to have a simple staged process
So that..I have an outline of what needs to be in my plan

As a… customer receiving help from FR service…
I need… you to listen and communicate with me throughout the whole process
So that...you understand my needs and I am kept fully informed of what’s happening

As a… customer accessing FR help
I need… you to provide my company with an overarching funding strategy
So that…I can successfully get my idea off the ground (is this right?)
3 I think this was also related to the fact that the customer could not access different funding types concurrently so help with the funding strategy would have outlined what he could do at what stages

As a…customer who is not sure what FR help I could get
I need…you to help me figure out what is available to me
So that…I apply for the right help and don’t miss out on opportunities

As a customer using the FR service
I would like…to be able to chat to you online
So that..I don’t always have to meet you in person

As a customer accessing the FR service
I need SLAs that we all work to
So that.. I fully understand what expected of me and what I well get back

As an SE customer… looking to grow my business
I need... a plan
So that… I get off on the right footing  and have a  better chance of success

As a SE customer… getting help from FR service
I need… a template for recording my fund raising journey
So that…(what was the reason for this need?) so that I can keep track of progress
with funders and to provide relevant updates for them

As a SE customer… seeking help from FR service
I need.. you to give me key critical advice early on in the process
So that I make the right decisions (EIS) is this our EIS - what is the relevance of EIS here?

As a…customer receiving help from FR service
I need... simple signposting
So that... I can link up with people / contacts

As an... inventor trying to get my idea off the ground
I need… you to help me help me network
So that… I can network with other like minded people (inventors) as I don’t know any

As a... customer not sure of what help I can get from SE/FR service
I need… you to help me get oversight of what is available to me by way of events etc
So that… I can take up other opportunities that might help me

As a… customer using the FR service
I need… another point of contact when my account manager is not available
So  that… I know who to go to for help and advice in her absence

As a… customer trying to contact you via your website
I need… you to respond quickly (within a couple of days)
So that...I  don’t have to resort going directly to my account manager because it’s quicker

As a… customer completing form for financial help
I need… to know what information I need to complete forms
So that... I have it to hand at the outset and don’t have to stop and start filling it in

As a… customer of SE
I would expect… you to make more use of what they know about existing companies
So that… (what was the users thinking here?) so that I don’t need to keep entering my information again and again for different applications

As a… customer trying to raise funding
I need… help from quality advisors when it comes to raising funding
So that… I understand the complexity involved

As a… customer potentially looking for funding
I expect… you to understand that I need to do all of my thinking first before I start my journey of raising funding, not the other way round
So that... I can access a grant at the right time

As a…customer applying for a grant
I need... to be able to access a grant in a less complex manner
So that… I fully understand the process I go through and what it means for me

As a… customer of SE
I need... you to tell me when my advisor changes
So that... I know whether my project is progressing

As a... customer of SE
I need... to understand why I cannot apply for 2 forms of funding at once
So that... I have a clearer idea what’s expected of me and of SE

As a... Customer of SE
I want... to be able to easily click through the information
So that... I don’t get bogged down with business speak/jargon

As a...customer of SE
I need... straight forward graphics
So that...  can easily process the information you provide

Quotes

• “2 meetings in 2 years – just make it happen”
  
• “crack demystifying the service”
  
• “man if you did all of this (business process) that would be great”
  
• “forms look for specific numbers on specific projects and I don’t always have all this information”
  
• FR defined in lots of different ways by advisors and the quality of information could actually inform how successful (or not) the company is – “I would be careful which  suppliers I would choose”
  
• progress bar on application useful
  
• a/c manager suggests suitable grants not on website
  
• companies want to grow but don’t know how
  
• downloads helpful
  
• Signposting extremely valuable
  

Tags

homepage,

2017: Account Manager Service Consumption

Files

• Account Manager Service Consumption:

Summary

• SE is driving towards establishing the minimum amount of support from us that a customer needs to go ahead with a project.
• AM’s can’t view their projects and the services supporting them in one place.
• AM’s are a challenging group to cater for as they all work in different ways. It appears most behaviour is driven by systems that don’t work.
• All evidence supports the model of presenting customers with a high level project supported by services.
• Currently systems do not support this model and force a disjointed approach to be adopted (and work arounds to be created).

Background

• Acc Manager and account team are responsible for identifying the pieces of a project.
• Currently these are then supported by our 54 products which are grouped into frameworks:
  • Strategy Development
  • Business Improvement (increase productivity)
  • Market Development (prioritising exporting)
  • Organisational Development (leadership improvement)
  • Investment & Innovation (high growth ventures)
    
    
• Projects are broken down:
  • CRM model is 1 application > 1 product > 1 appraisal
  • Capture metrics at a service level rather than a project level (to satisfy needs of different parts of the business)
  • Specialist create disconnected projects. The Account Manager(AM) does not always hear about them.
  • AM's have ways of getting things through but occasionally group against wrong products to simplify paperwork

Why breaking projects down can be bad

• It creates waste (admin etc...)
• It makes it harder to stop all project work when needed
• It hides lessons learned at too low a level to be shared well

Challenges

• Big Projects can be confusing to customers: who often think in more granular ways
• Big project does not really fit with CRM
• Non Service value add is hard to attribute (AM Advice etc...)
• Leads to Big Project internal metrics driving what the customer sees (which again can be contrary to their world view)
• How all this data flows through our systems is unclear

Customer Bahaviour

• DRM(Direct Resource Managed) use AM's well
• NRM (Non Relationship Managed) use the website
• We hide our Services/Products
• Some customers view us as partners
• Other Customers view us as individual Service/Grant Providers

Changes

• Move from Percentage limits to actual amounts. These are real.
• Customers think in £'s and not percentages
• Customers still work harder when they have some skin(money) in the game.

Tags

homepage, account managers

2017: MyBusinessID

Files

• MyBusinessID:

Summary

Background

My Business ID was initially intended to be a Scottish Government single sign on tool where basic data would be shared across HIE, SDS, SE, BG etc However at present, it’s only SE that uses MyBusinessID as an authorisation and registration tool to access the SE MY Account area and to sign up for newsletters, and BG for users registering for events.

At SE we’re trying to determine whether we need to offer a tool that enables users to also access other public sector business-related websites using one log in and password and via a main account area. In tandem at SE, we also need to know what level of verification will be required for different services offered by SE and what verification tools we need to put in place.

Terminology

Authorisation:
Act of confirming that a registered user is entitled to access a service prior to permitting that access.

Verification:
Way to prove your identify when using government services by using tools such as Experian, Post Office, Royal Mail.

Authentication:
Act of ensuring or checking that a user of a service or system is the owner of the identity they claim to be.

Other Orgs looking at Business Logins

Group 1 Scottish wide:
- HIE
- BG
- SDS

Group 2 Nationwide:
- HMRC
- ONS
- Innovate UK
- Office of the Public Guardian
- Scottish Government, Government Gateway

HMRC

• The driver for a verification process at HMRC is fraud reduction. No discovery took place to understand user needs as the business need was evident.
  
• They are designing a 2-step verification process (2SV) for business customers. The original focus was on small businesses (Ltd companies and sole traders) but they are now looking at larger businesses including agents
  
• 12 design sprints have taken place since May ’16. These included starting with telephone 2SV (in addition to Govt Gateway). They have tested personal or business verification and the use of commercial software apps (like Google Authenticator). In addition, they explored Verify and how it could link to an HMRC specific identity check for use in Tax Credits
  

Challenges

• Companies may have multiple people involved in an interaction
  
  • One person may start the application
    
  • Another may have the information to complete it (this might even be an intermediary such as an Accountant)
    
  • Another may have the authority to sign and submit it
    
• Managing who has what permissions within(or on behalf of) a company
  
• The verification that occurs Organically during Account Management (Face 2 Face) Interactions is harder to achieve digitally.
  
• Designing and Implementing 2 Stage Verification thats works for all customers
  

Routes in

• NRM (Business Gateway)
  
  • Business Gateway id expected to have completed Verification already for NRM companies
• DRM (Referral for Account Manager)
  
• Others: Chance meetings at events, conversations with specialists, segmentation referral, email or telephone etc...
  
• No mention of online in this report
  

Checks

• Fame Report
  
• Credit Check
  
• Companies House Check
  
• Full set of Company Accounts
  
• Disqualified Directors List
  
• Sanctions
  
• Address Flags
  
• Nexus Report
  

Gaps

• EFRS – Digital Vouchers – know credit check and due diligence carried out but what does this involve?
• Unclear what level (if any) of verification or due diligence is carried out by BG.
• Unclear if any SLA in place to ensure verification/due diligence is carried out by BG.
• No official SE policy on due diligence/verification – what is the unofficial line?
• Does the customer know what checks are taking place?
• Has the customer given permission?
• Are there different levels of verification depending on level of grant/support involved?
• Where are these documented?
• What, if any verification is taking place at the appraisal stage of an application.
• Is verification mentioned in the grant contracts?
• Contract management process – Companies house check – why does this take place, what is the purpose (is it to check address or something else.)

Tags

homepage, myBusinessID

2016: Civic Report

Files

• Civic Report

Summary

Purpose: Conduct user research of the grant and finance pages on the SE and HIE websites

Searching & Applying for grants

• All test participants selected for testing had previous experience searching and applying for business grants from SE and other agencies. Some had successfully been awarded a SMART Scotland grant, others were given a grant to improve their website and one had just recently received a 'Make it to Market' grant.
  
• When asked how they searched for grant opportunities, some test participants used their SE account manager who advised them on funding opportunities available, others had either heard of a specific grant opportunity from peers, including business gateway or word of mouth from active communities they were involved in, such as CodeBase. Two test participants indicated that they would make an initial Google search
  
• Although all test participants were successful in applying for their business grants, there was still a great dealof uncertainty regarding the range of grants on offer from SE and from the public sector as a whole. There was a perception that finding a grant opportunity was only simple if businesses knew exactly the kind of grant they were looking for. Finding a suitable grant for their specific funding gap was much more problematic.

SE Grant Application Process

• There was a perception from all test participants that the grant application process is confusing, frustrating, lengthy, and sometimes time-wasting, particularly when the eligibility criteria is not explained clearly and businesses invest a lot of time preparing an application, only to be refused a funding opportunity at the end of the process.
  

Experience and Expectations of SE Website

• Test participants who had previously visited the SE website when looking for funding opportunities felt that the range of grant opportunities were not easy to find, and/or clearly presented or explained. This is partly because there is no single page where all funding opportunities are presented and because it is difficult to identify relevant funding opportunities.
  
• Funding criteria varies from business to business and identifying opportunities to fit specific needs and circumstances can be extremely difficult.
  
• Another common barrier is the language and terminology used to describe grant opportunities and the eligibility criteria required to secure funding.
  

Encouraging Grant Applications

• During testing, we asked participants what SE could do in order to encourage more grant applications and a number of suggestions were offered, including the use of in-bound marketing via social media and SEO to raise
• Another common suggestion from all participants was the need to make it more obvious what funding opportunities SE offer, including a single section of the website called 'Funding' which is clearly visible from the homepage and/or primary navigation. Clicking on this would provide an overview of all the funding/grants SE offer.
  
• All test participants suggested including a means of filtering funding options that are relevant to individual businesses. They suggested a tool/form which would allow businesses to complete a series of questions.
  
• Once complete, they would be presented with all relevant funding opportunities that they are eligible for.
  
• One test participant suggested developing a universal search tool which would provide a list of all grant/funding opportunities available to businesses, from both SE and from other agencies.
  
• Another test participant suggested uploading an example of a successful application form, with comments from reviewers. It was felt that this would help businesses understand the application process and what is required from the application form.
  

Audience

• People are confused
  

Site Interaction

• Participants all had experience of searching public sector for support
• What is available to a business is confusing
  
• Peers, Word of Mouth, Search Engines, Other agencies and Account Managers were all used to find support
  
• Businesses feel that they have to know exactly what they need in order to find the right grant.
  
• Applying for Grants is confusing
  
• Applying for grants can seem like more bother than it is worth (Opportunity Cost)
  
• There is no clear route to information on Funding Opportunities for businesses
  
• The APPLICATION sections seem light in Calls to Action and a clear direction. "Make an Enquiry" does not sound like "Apply for this Grant"

Structure

• Have a nice simple FUNDING section
  
• Users welcome filtering of content to only show stuff that is relevant to them
  
• The way that grants are structured on the SE website does not support the users natural journey in finding grant opportunities
  
• Poor Search functionality & SEO hinders success when the Structure does not meet users mental model (expectations)
• Certain info is in the wrong sections of pages (as seen by users). Example: postcode checker not in the Eligibility section
  
• There is no clear route to information on Funding Opportunities for businesses
  

Content & Language

• Language of Descriptions was confusing
  
• Terminology and Acrontms are used too much
  
• Eligibility Criteria are hard to understand
  
• SE assumes a lot of knowledge from users that they might not have
  
• Wording needs to be simpler
  
• Headings need to be clerare and support the customers anticipated journey (Scent Trail for UX types)
• Language is bland enough to not Differentiate between grants well. They all seem to be described as pretty similar things.
• Eligibility criteria can be confusing/ambiguous
  
• Quote: similarly with the SE website, the HIE website uses language and messaging that is meaningless and unfamiliar to the user, making it difficult to find and understand the various grants on offer
  
• The language on the SE website is not clear and uses business jargon that is unfamiliar to the user.

User Needs

• Make things easy, simple & obvious
  
• Put Funding and Grants on an easily found page. Link to it from everywhere relevant
  
• Site search needs to work

Suggestions

IA
- Ensure that all grant and funding opportunities are displayed on one page titled 'Funding' or 'Grants and Funding'
- Provide an obvious route to the 'Funding' page from the homepage and primary navigation structure so that regardless of where the user is within the site structure, they can easily find information on grant and funding opportunities
- Provide clear links to the 'Funding' page from various other pages within the site IA, including 'Industry Support', industry pages and the 'Services' page
- Work needs to be done to improve the site search. We are aware that this is a project which is currently underway, although we would be happy to advise on effective search engines/experiences
- Consider introducing a 'super navigation', providing a drop down function of the information available within each section of the primary navigation
Marketing
- SEO & keyword analysis
- Use Social media
- Be clearer about what we do
- Use SEO aware copywriters
Content
- Use Plain English to call things what they are
- Use this Plain English in Filter options - Be clear up front - Remove unnecessary information - Where eligibility is complicated; give examples of how it can be use Applying
- Consider adopting a consistent application process across all grant opportunities, as expected by users
- Consider offering an online application form so that users can complete their application online
- A simple way to do this would be to create an online account. If this was available, businesses could easily apply for future grants, having entered much of their business information previously to the system
- Allow users to save, edit and return to their application form at a later date and display a visible progress bar of their application submission
- As users start the application process, enable a facility to ask questions either via the application process and/or an online chat facility
- Allow users to submit sections of their application form for review
- Allow account managers/SE staff to flag changes, make notes and provide online guidance as part of the online application process, all through a secure area of the website
- Include a visual progress indicator to show users where their application is in the process, with a timescale indication of when the application is likely to be complete

Tags

homepage, UX, Content, Structure, Language, Application

2015: NILE REPORT

Files

• Nile Report April 2015

Summary

• The current homepage design does not convey what SE does, and the businesses it helps.
• There is no clear user journey through the site for either the ‘confused’ or ‘convinced’ personas.
• The content of the site did not meet participants’ expectations. They expected some guide content and were surprised not to find any.
• The participants could not find an industry category that reflected their business accurately.
• Participants missed the filter in the “Knowledge Hub” but this functionality was important as this section is large and diverse.
• The clear user journey on the “Infinite Possibilities” site was really well received

Navigation

• If people understand the top level nav titles then all is good.
  If they don't then it is very bad
  
• Our language is often meaningless or confusing to our customers
  
• Knowledge Hub was not attractive to people
  
• More Filter options were required in the Knowledge Hub
  

Content

• People expect "Guide" style content that educates them on the topic. SE.COM merely sent them towards applications, events or contacts
  
• Confused Persona's expected more general explanatory content and did not like the streamlined Service Summary > Eligibility > Apply funnel
  
• Convinced Person's did appreciate the Service Summary > Eligibility > Apply funnel as they were already sold on the services.
  
• The Homepage is confusing for most people. It does not let companies know what we do and if they are the intended recipients
  
• People often don't fit (or believe they fit) into our Industry Categories
  
• Industry Pages were less engaging
  
• People liked the Trade Show support within Sevices or Case Studies
  
• MyBusinessID description was confused with other public sector login (Gov Gateway etc...)
  
• Companies were still not sure they were Seeing Themselves represented on the site
  

Case Studies

• They are great when they are quite specific and match the circumstances of the user.
  
• This means that people want to see Case Studies of companies like them, that have the same issues as them.
  
• Generic Case studies don't work as well.
  
• This suggests that Case Studies are used Deeper in the site once users have self selected who they are and what they need.
  
• They are better for Confused Personas and act as part of the decision making process.
  

Campaign Pages/Sites

• Campaign content tends to work better as they are more focussed. They represent the ideal situation where all the content is focussed on just one journey.
  
• On normal websites the content is trying to do everything at once.
  This shows the two extremes of lost itpeok vs Curated Journey Content
  

Search

• It's not hard...but we get it wrong anyway.
  
• Search needs to be prominent and not hidden behind fancy UX/UI
  
• Search needs to work
  
• Search needs to work how people expect it to.
  
• Read the Search and Filter section for more detail across all our testing
  

Registration and Login

• This is a minefield
  
• Only ask people to Register when it is very clear what the benefit will be for them
  
• Don't hide stuff behind a Login just to justify making them register. People will find this annoying and it erodes trust.
  
• Make your screens clearly delineate Registration vs Login.
  
• Don't get clever. It almost never works.
  
• Add Simplicity. You want people to be thinking as little as possible and just concentrating on One Thing when they register.
  
• Example: "I am giving you my details to creat an Account so that I can apply for this grant"
  
• Gradual engagement is great...as long as people understand that it is gradual engagement and not a trap.
  
• People are happy enough to use 3rd party signin such as Google, Facebook, LinkedIn as long as they are 100% certain what it is for and the limits of what info is used/shared/exposed
  
• It was not clear that the Sign In link was also the Register Link
  
• Using LinkedIn to sign in was notionaly welcome BUT users worried that they were not being told enough about how their info would be used etc...
  

Design

• Colours: People view Colours🎨 as having meaning. Use them wisely.
  
• Text Blocks: Large blocks of text are hard to read. Use Headings and Lists to create a scannable hierarchy of information
  
• Images: Different people interpret images in different ways. Test images extensively.
  
• The Tiles don't coney information well
  
• People felt that the deeper pages in the site were too text heavy
  
• Contacft Us was good but could have been better (guidance, channel options ....)

Actions

• Improve the visibility of the existing filter
  
• Make the search visible in the header area
  
• Simplify the login page
  
• Involve your target users in the design process to flesh out User Journies
  
• "Industry" needs to be improved. It is useful but can create artificial Silos
  

Tags

homepage, expectations, Industry, filter, journey

2008: IBP Focus Group

Files

• IBP Focus Group

Summary

• The information and tasks on the website broadly match the needs of Scottish Businesses
  

• The most important information businesses want is related to their sector, Scottish Enterprise contacts, support available from SE and funding available. Specifically the most important elements of the website from the interviewed businesses perception includes:
  

  • Networking opportunities with other businesses & organisations in my sector
    
  • The support SE can offer and what advice is available
    
  • Contact details to speak to someone at SE for advice
    
  • Up-to-date developments in my sector
    
  • Who to contact within SE about my sector
    
  • How to apply for funding
    
  • Research & background information about my sector
    
  • Funding and grants available for my business
    

• The participants report high use of the internet. They use it to research, gather news, look for funding, communicate and network.
  

• The consistent perceptions of good websites are that they are easy to use, navigate, have clear & simple content design & function. are user focused with jargon free language and up-to-date information.
  

• Participants in the research all knew of Scottish Enterprise and were aware of its role. They consider SE to be a trustworthy source of information and would be more likely to trust information from SE’s website than other internet sources.
  

• The information expected by participants to be included in the SE website includes a wide range of topics  under the following broad categories:
  

  • SE Support & Advice
    
  • SE Contacts
    
  • SE Work & history
    
  • Networking
    
  • Sector Specific information
    
  • Funding & Grants available
    
  • Legislation
    
  • Information links
    

• Participants suggested a wide range of services and expectations but the common strand amongst these are that the website contains:
  

  • What SE offers in terms of support and advice?
    
  • Who to contact about this?
    
  • Where to go for this?
    
  • How this can be accessed?
    

• Participants were asked their views on e-marketing:
  

  • They stated advantages and disadvantaged to e-marketing and traditional hard copy materials and whilst both are seen to have their place.
    
  • E-marketing is generally seen to be the most appealing. The key for those interviewed is that the direct marketing is not unsolicited.
    
  • E-marketing should be personalised, targeted and relevant i.e. no mass e-marketing.
    

Tags

homepage, navigation, awareness, e-marketing, marketing

2008 TASK BASED APPROACH

Files

• TBA_2008

Summary

The Task Based Approach was an initiative to Identify customers Top Tasks and prioritise delivery against them.

It lead to a very lean and focussed website, whilst it was adhered to.

Tasks: Industry

1) I want to find funding and grants for my sector businesses
2) I want to find partners and investors with expertise and experience in my sector
3) I want to know what initiatives SE is taking to support my sector
4) I want to find background information and research about the my sector
5) I want to know what SE's strategy is for my sector
6) I want to find networking opportunities with other businesses and organisations in my sector
7) I want to know who in SE to contact about the my sector
8) I want to keep up to date with developments in the my sector
9) I want to find details of Scottish companies operating in my sector
10) I want to know what laws and regulation are particularly important for my sector companies
11) I want to influence SE's policy for the my sector
12) I want to work in my sector

Tasks: About Us

1) I want to know what kind of work SE does, and the types of companies it works with
2) I want to find economic facts, evaluation & research
3) I want to find contract / tender opportunities for my business
4) I want to find out more about Scottish Enterprise's role
5) I want to know more about Scottish Enterprise
6) I want to find research material to help me prepare a briefing
7) I want to tell SE what I think about them
8) I want to know how to make this website easier to use
9) I want to know how SE will treat my personal information
10) I want to know the terms and conditions of use for this site
11) I want to know if I can re-use some of the content on this website
12) I want to know if the information I'm looking for has already been published or if I need to submit a Freedom of Information request to get it
13) I want to know what SE's policy is on equality
14) I want to know what standards SE has for its dealings with its customers
15) I want to know what projects SE has approved and how much money they are spending on them
16) I want to know what State Aid Notified Schemes are happening
17) I want to work for SE
18) I want to know what decisions have been made by SE's Board

Tasks: Grow your business

1) I want to find out what support SE can offer and what advice is available
2) I want to find business opportunities in Scotland
3) I want to know if there are any grants available to help my business innovate
4) I want to go to a workshop or other event to learn more about innovation
5) I want to know how to make my business more innovative
6) I want help to export my goods / services
7) I want to find the best country to do business in for my industry
8) I want to keep up to date with the latest thinking on innovation
9) I want to do business in other countries
10) I want to know who in SE to contact about importing / exporting
11) I want to keep up to date with developments in importing / exporting
12) I want to find potential partners and investors to help my business innovate
13) I want to know how to apply for innovation grants to increase my chances of success
14) I want to have my say about the innovation support SE offers and shape how they work in the future
15) I want help to import goods / services into Scotland
16) I want to find out more about my industry in a specific country
17) I want to find business opportunities in other countries

Tasks: Opportunities

1) I want to find contact details for investment companies who are likely to be interested in investing in my business
2) I want to know what funding and grants are available for my business
3) I want to know how to apply for funding
4) I want to find new investment opportunities
5) I want to know if I am eligible for funding
6) I want to find contact details to speak to someone at SE for advice
7) I want to know what sort of deals SE and its partners have made up to now
8) I want to keep up to date with new investment opportunities for my business

Tasks: News & Events

1) I want to keep up-to-date with what SE is doing

Tasks: Start a Business

1) I want to start a business

??? warning "Customer Prioritisation"

1) Scottish Growing Businesses<br>
2) Scottish Startups<br>
3) Industry Groups <br>
4) Foreign Investors<br>
5) Banks, Investors & Venture Capatalists<br>
6) Scottish Businesses<br>
7) Academics & Researchers<br>
8) Media<br>
9) Intermediaries & Business Analysts<br>
10) Individuals<br>

Task Prioritisation - Top 10

1) I want to find out what support SE can offer and what advice is available
2) I want to know what initiatives SE is taking to support my industry
3) I want to find contact details for investment companies who are likely to be interested in investing in my business
4) I want to find funding and grants for
5) I want to know what funding and grants are available for my business
6) I want to find background information and research about
7) I want to find networking opportunities with other businesses and organisation in
8) I want to find business opportunities in Scotland
9) I want to find new investment opportunities
10) I want to to know if there are any grants available to help my business innovate

Research Questions

Who are our customers for SE website

1) Scottish Growing Businesses
2) Scottish Startups
3) Industry Groups
4) Foreign Investors
5) Banks, Investors & Venture Capitalists
6) Scottish Businesses
7) Academics & Researchers
8) Media
9) Intermediaries & Business Analysts
10) Individuals

Probably not Account Managed or dealing with specialists yet

What do they want (from SE)

1) Find out what support SE can offer and what advice is available
2) Know what initiatives SE is taking to support my industry
3) Find contact details for investment companies who are likely to be interested in investing in my business
4) Find funding and grants for my industry
5) Know what funding and grants are available for my business
6) Find background information and research about my industry
7) Find networking opportunities with other businesses and organisation in my industry
8) Find business opportunities in Scotland
9) Find new investment opportunities
10) Know if there are any grants available to help my business innovate
11) Illustrate the steps to make it easy for me
12)

There are a lot statements that start with:
- Find
- Know

Should these be facilitated by FBS (FindBusinessSupport) website?

What do we think they need

• Advice before funding
  
• Online Transactions/Applications/Claims etc...
  
• For us to be joined up (Share info and insights for their benefit)
  
• Educated (To avoid wrong turns, and enable better planning
  
• 
  
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What do we provide that might meet these needs

• Consultancy
  
• Information
  
• Data
  
• Money
  
• Access to Networks
  
• Events
  

How do we want to provide it

• Minimise cost
  
• Get best value from our staff
  
• Automate the admin/simple tasks
  
• 
  
• 
  
• 
  

How do Customers want to consume it

However it suits them
There is no singular answer to this. as business people now cover a wider spectrum of Digital abilities than ever before.
The only area that is reducing, is Physically in Person, but people still want to talk over other mediums.

- F2F - P2P(Person to Person)
- Digital - P2P
- Digital - Remote (Non real time)
- Letter
- Phone

What is possible in this area

• F2F - P2P(Person to Person)

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• Digital - P2P
  

  • Covert Personalisation (Done automatically or by us)
    
  • Conscious Personalisation (Done by the customer)
    
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• Digital - Remote (Non real time)
  

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• Letter
  

  • Mail service to take Digital letter with addressing and sending physical mail.
    
  • Encode physical mail with info that makes it easier for customer to use Digital Technologies with (Such as QR Code to link to online account etc...)
    
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• Phone
  

  • IVR (Intelligent Voice Recognition)
    
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What do we have experience of

• Content Management Systems (CMS)
  
• Creating and managing Websites
  
• CRM Integration (A Bit???)
  
• Marketing Tools
  
• Analytics Tools
  
• Managing Tasks
  
• App Dev
  
• Content
  

What is likely

• In the short term, we have a lot of work to get disparate systems to talk to each other.
  
• After another systems LifeCycle, (circa 5 years), we should be looking at consolidating systems to make joined up user journeys easier
  
• 
  
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How does Language work for users

• They hate jargon and complicated speach
  
• Plain English works best
  
• Less is more
  
• Some Industries do expect to hear their own Terminology used
  
• Avoid "our" terminology
  
• Acknowledge "their" terminology
  
• The way we Name things really does not work well. We need to use customer language
• Things need to Say What They Do

Consider potential site structures and navigation

• People hate being bounced around sites
  
• People want each site to ONLY contain the stuff they are interested in
  
• This suggests a federated model such as BBC etc... where microsites are very focused but, fit within an umbrella structure
  
• Stop calling this "Hub and Spoke" :-o
  

Questions & Observations

• Question: "Our people are our strength". How do we leverage that on our websites
  
• Question: "Our people are our strength". How far down the list are we n(of support providers)
  
• Question: Why don't we have a universal Login/Account for businesses
  
• Question: How can all CHECKS be automated (Credit, Fame, Companies House, Sanctions etc...)
  
• Question: How do we increase efficiency with DIGITAL without losing the personal connection
  
• Question: Why are our models so complicated
  
  
• Observation: How we package(group) things does not always make sense to businesses
  
• Observation: Businesses do not always think at the scale we do. They are often quite granular whilst we think of entire Cradle to Grave journeys
  
• Observation: Attribution and Metrics make us do Sub-Optimal things
  
• Observation: Customer Data does not flow and collate well within our systems
  
• Observation: We need a model for how a Universal Account should work (High Level Model)
  
• Observation:
  
• Observation: