E.CEM.2220 - Australian Good Meat website - UX (User Experience) testing FY22
| Project start date: | 03 April 2022 |
| Project end date: | 02 December 2022 |
| Publication date: | 02 May 2024 |
| Project status: | Completed |
| Livestock species: | Grain-fed Cattle, Grass-fed Cattle, Sheep, Goat, Lamb |
| Relevant regions: | National |
Summary
The Australian Good Meat website was re-launched in November 2021. Feedback and performance results were positive, but user engagement across the site seemed to be underperforming. User testing was carried out to gain insight into how to optimize the design, structure and content of the website to increase traffic and drive deeper engagement and retention.
Objectives
- To identify key research patterns and trends in relation to ‘red meat reducers’ (key tasks, pain-points, attitudes, drivers, etc).
- To provide qualitative data that can be used to better define the target audience needs and mindsets.
- To provide MLA with actionable opportunities for improving engagement with the target audience.
- Provide a significant evidence base for prioritising future design/development effort.
More information
| Project manager: | Heidi Brunker |
| Contact email: | reports@mla.com.au |
