Electrical and Communications

NECA – National Electrical Contractors Association

USER TESTING - EXISTING WEBSITE / DESIGN PROTOTYPE / STAGING
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Stage One

Existing website testing

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Stage Two

Design Testing

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Stage Three

Staging Testing

About the Company

The National Electrical Contractors Association (NECA) is the peak industry body representing the interests of Australia’s electrical and communications contracting industry.

Objectives

  • Gauge industry interest in a potential NECA portal.
  • Identify features most valued by different member groups.
  • Assess whether the investment would deliver sufficient value.
  • Support strategic decision-making around portal development.

Results

  • Identified a core requirement: the portal must be created by and for electrical professionals, with key content restricted to verified members of the trade.
  • Uncovered an opportunity to build a community space for industry conversations, including comments on news and how-to guides.
  • This community focus creates emotional satisfaction by fostering a sense of belonging and providing a platform for members to be heard.
  • Insights helped NECA understand the design challenges and investment needed to make the portal successful.
  • Enabled NECA to make informed, realistic decisions about where to invest in developing the industry.

Discovery & Research

  • Collaborated with the client to design a ground research program tailored to their objectives.
  • Conducted semi-structured interviews with participants across different segments of the industry.
  • Followed each interview with a post-interview survey to gather additional insights.
  • Aimed to understand the values, priorities, and concerns of each participant group.
  • Used these insights to assess the potential value of a portal for each user type
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Discovery & Research

  • Collaborated with the client to design a ground research program tailored to their objectives.
  • Conducted semi-structured interviews with participants across different segments of the industry.
  • Followed each interview with a post-interview survey to gather additional insights.
  • Aimed to understand the values, priorities, and concerns of each participant group.
  • Used these insights to assess the potential value of a portal for each user type
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Testing and Analysis

  • Conducted exploratory, generative research with potential users of an electrical industry website.
  • Collected two types of data:
    • Semi-structured interviews with a diverse mix of industry participants.
    • Post-interview surveys to gather additional insights from the same participants.
  • Recruited and interviewed a broad cross-section of the industry, including:
    • Electrical inspectors
    • Company administrators
    • Small business owners
    • On-the-tools electricians
    • Apprentices
    • Senior industry figures
    • Trade school teachers
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Findings

  • Interviews and qualitative analysis effectively identified the core values and practical considerations influencing electrical industry professionals’ willingness to engage with an industry website.
  • The research revealed how different roles within the industry, such as apprentices versus business owners, face unique constraints and priorities.
  • Delivered key outputs to the client, including:
    • Design proposals illustrating ways to address user motivations and needs uncovered in the research.
    • Personas capturing role-specific characteristics and behaviours within the industry.
    • Selected quotes that highlight major themes emerging from the data.
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