Medway Council

Insight

Medway Council is responsible for the provision of all utility services in the Medway district, servicing the needs of individuals and businesses and working to achieve improvements to the area for the population of over 252,000

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Challenge

Launched in 2003 the previous Medway Council website wasn’t performing to the required level – the dated design was uninspiring and the limited functionality restricted how useful the website was for visitors.  The SOCITM Better Connected report downgraded the website to ‘standard’ against other local government websites as it had failed to keep pace with the developments seen on other council websites.  As well as addressing these issues, a key challenge was to ensure the new website appealed and functioned for a wide variety of audiences - from council members to local residents.

Solution

Our creative strategy for the Medway Council website was to focus on the design style to communicate key council values – the website needed to portray a trustworthy, clear and confident message, and above all, be a helpful resource for visitors.  We ran stakeholder workshops and conducted usability studies with analytics and heat map tracking, user tasks observation and focus groups for feedback. Combined with best practice accessibility and SEO techniques, and consideration for the technical platform implemented by Medway Council, we produced design concepts that were visually compelling and worked for all audiences. 

Results

In 2013 the Medway Council website was awarded four stars in the annual SOCITM UK council website audit. The highest possible rating bestowed by the Society of Information Technology Management, the website is just one of five English unitary council websites to achieve the highest rating. 

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+44 (0)20 3745 6400

info@avenuedigital.co.uk

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