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Fathom

Helping the PSNI to become leaders in digital strategy

Police Service of Northern Ireland (PSNI) wanted to have the leading digital strategy of any police service in the UK and Ireland. To achieve this, they needed a new best-in-class website to form the foundation of their strategy. Their new website, which launched in February 2016, made that vision a reality.

Learn how we helped PSNI

PSNI

"The site has only been live for six months and already has met or exceeded all of its identified KPIs. Fathom’s role in helping us to fully understand customer and user needs, and working alongside our various partners was central in achieving this."


Liz Young, Head of Corporate Communications

Who are PSNI?

Police Service of Northern Ireland (PSNI) wanted to have the leading digital strategy of any police service in the UK and Ireland. To achieve this, they needed a new best–in–class website to form the foundation of their strategy.

Their new website, which launched in February 2016, made that vision a reality.

 

What Fathom did

Fathom assumed responsibility for design strategy, helping PSNI map their organisational objectives with the website specification.

The task

The PSNI wanted the website to:

• Be centred around the needs of the users


Desk research

• Stakeholder engagement (community and policing)

• Site analytics review

• Secondary desk research

• Comparative analysis of other police services/forces

Customer research

• Usability tests and consultations

• Usability surveys

• ‘Top Task’ analysis (to determine findability and efficiency)

• Card Sorting

• Tree Testing

UX Planning

• Persona development and definition (key due to diversity of audience)

• User stories and use cases

• User journey planning

• Inbound digital marketing integration

• Information architecture mapping

Design

• Usability tests and consultations

• Usability surveys

• Form design

• Design review workshops

• Responsive creative design for myriad of devices

• Production of HTML/CSS/JS

The task

Fathom’s customer research and UX planning relied on insights gained from 2,987 people.

Fathom developed the site structure and before the full site launch, they conducted a second round of usability testing with the public on the development site. This second round of testing resulted in further improvements to content, calls to action, report a crime user help and navigation. Innovative solutions on the site which came about as the result of user research included a Domestic Violence page with a ‘Quick Exit’ button which left a minimal trace in the user’s browser history.

Since the launch of the site, there has been a constant mindset of analysis, iteration and monitoring in response to PSNI content needs and campaigns, user feedback and quantitative insight.

 

Fathom’s supported the award–winning website with work on:

• Microsites

• Social Media Strategy

• The creation and governance of content [enlarged text/graphic] for PSNI’s digital communications

645%

Increase in online reporting for 37 per month to 239 per month

466%

Increase in average daily sessions from 1200 to 5600

1,712,780

Page views in one year

What the PSNI’s site users said

What the PSNI’s site users said

I was looking at the Police website at the weekend and love what you’ve done with it.

@Andrew Walker - Twitter
Twitter
Andrew McCrea

Andrew McCrea

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