User interviews
Goals
Interview users at the passport application office to:
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find out how they were using gov.il's passport application page
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ask them what worked well and what didn't
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hear in their words what they are looking for to identify good microcopy
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pinpoint crucial user pains that can be alleviated with better content
Assumptions
We assumed that users are looking for the following information:
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Who can apply
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What you need
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How to apply
Who can apply, What you need, and How to apply is clear and simple language that directs the user to the information they need, and are looking for.
Reality check
When I interviewed users at the passport office, they told me that they went online to schedule an appointment to get a passport.
They'd heard that you can't get a passport without an appointment (quite a recent change) and this was stressing them out - it was creating a major user pain.
Although most users did find the information they needed, many told me that they'd had to work too hard, and some just gave up when they didn't immediately see the specific words they were looking for.
They weren't searching for "How to apply" and didn't think about getting a passport in those terms.
They wanted to schedule an appointment to get a passport.
Talking in the users' language
I rewrote the microcopy on the passport application page using my users' words.
Now it's exactly what they're looking for, and gives the gist of the process at the same time.
This small content change alleviates this user pain, creating a better experience.
