The Data61 developed tool, LATTE, is a software that reveals patterns in how people interact with a website and highlights any usability issues based on their total usage across a site, instead of analysing it on a page-by-page basis.
Sitback won a global three-year exclusive agreement to implement the LATTE technology after a tender involving management and digital consultancies.
The technology in LATTE was originally developed to help improve the federal government Department of Human Services website, and is now being used to optimise other federal government online profiles.
Dunstall says LATTE can also detect not only when, but what elements of a page users might be struggling with, such as vocabulary choice, page hierarchy and other contextual elements.
“A good website enhances an organisation's reputation for delivering information and services that are customer-centric and fit-for-purpose. While aesthetics are important, it is even more crucial to ensure that the required functionality of a website — which can include delivering complex advice and supporting key customer interactions — is properly aligned with the needs of customers, and that frustrating user experiences become a thing of the past.
“LATTE helps identify areas where a user has become disoriented, misdirected or disengaged, so that information and site structure can be updated to avoid website cold spots. The software combats migrations of customers away from an organisation's online channels, or even worse, to competitors and inferior products and services.”
According to Sitback founding partner, Paul Armstrong, more than three quarters of Australians prefer to access services online, but frustrating experiences with a website can drive them away.
Armstrong says Sitback will target organisations that have transitional websites such as government departments, universities, banking and insurance sites and corporate intranets, where users have a specific task to complete.
“With a high percentage of Australians using websites for transactional purposes, it’s vital that the user experience is effortless. LATTE enables organisations to ensure this by analysing a user’s entire journey on a session by session basis and optimise that experience where necessary,” Armstrong said.
“The technology Data61 have developed is world-leading and Sitback is delighted to have been selected by CSIRO to bring it to market. Our teams of UX and developers will continue to enhance LATTE as we put it to work in optimising user journeys.”