Managing top tasksMichele Ide-Smith, Web Strategy ManagerMatthew Godfrey, User Experience ArchitectCambridgeshire County CouncilJuly 2011Help! Where do I begin? You want to take a top task approach But how do you get started? How do you find out what customers’ top tasks are? And how do you make top tasks easy for customers to find and use?
It’s an iterative processStep 1 – Analyse data Google Analytics unique page views search terms Crazy Egg – heat map of user clicks Transactions (eforms, payments) Calls to the Contact Centre* Face to face contacts** We’re working on how we map these to web contacts
Council staff are not customers!So filter out Council traffic This page was set as the home page on all PCs in Libraries
Track impact of marketing and promotional activitiesAnnotations in Google Analytics
Look at search statistics for users’ search terms
Find out where customersclick (using Crazy Egg or Google Analytics)
Tracking customer journeysacross multiple domains can be tricky
Categorise and log customer contact consistently across all contact channelsContact Centre calls (April) Web top tasks (April)Contact Centre libraries statsCategories are too broad How do we map the data? No consistency between categories!
Step 2 – Define top tasks Find bus timetables Find or renew library book Find info on park and ride Find info on busway Find info on jobs Find info on bus routes Find library opening times/details Find school term dates Contact us Find info on person centred approach Find school details Find info on parking tickets Plan a journey Find info on ticket types Find info on registry offices Find realtime bus information Pay parking fine Buy BMD certificates Apply for school admissions 0 5000 10000 15000 20000 25000 Unique Page Views and Search TermsTop tasks
Step 3 – Evaluate (existing) Evaluate usability and effectiveness of the top tasks using different methods Analyse customer comments / feedback If you use Google Analytics – set up goals to track conversion rates Collect baseline data!User Experience: TechniquesUser Experience: Method Cards Author: Matthew Godfrey Published: 25/10/2010Techniques Overview Research Analytics Analytics Task Analysis/Flow Task Analysis/Flow Competitor Analysis Competitor Analysis Surveys/Questionnaires Surveys/Questionnaires Design Card Sort Card Sort Paper prototyping Paper prototyping Wireframing Wireframing Personas Personas User Flows/Journey Map User Flows/Journey Map HTML Prototyping HTML Prototyping Mock-ups Mock-ups Sketching Sketching Evaluation Expert Review Expert Review Remote testing Remote testing Face-To-Face Testing Face-To-Face Testing Heuristic Review Heuristic Review
Page level ratingsCustomer view CMS author view Web team view We send reports with comment to CMS authors Socitm take-up survey “Seems that once the library “I need to know if computer system shuts down recycling centre takes after hours, then looking up the microwaves - will ring” catalogue or renewing is only for the brave & persistent!!” "It would like to be able to search for bus information by “I still dont know when street name. It is difficult to find to apply for school for which buses go to which roads, my child.” important to find out re how to get to schools etc. "
Remote user testingRemote testing Remote testing tells you there is a problem, but not why there’s a problem
Moderated user testing Moderated testing reveals why users are having problemsStep 4 - Improve Change site templates and content to improve usability and SEO Create a seasonal top task calendar Optimise task flow for top tasks Revise site IA to align with top tasks Audit and streamline content pages Change content governance
55 % of visits from search engines9% of visits include the home pageOur new home page?
Use landing pages which link to top tasks and use terminology that matches users’ search terms
Improve and test task usability Users struggled with the search by road number The town/street drop downs are large and hard to navigate
Road number and name are now combined in an auto- suggest AJAX searchStep 5 - evaluate again! Improvements to the Blue Badge application process: Decreased proportion of users starting an application but failing to complete it, from 45% down to 26% Decreased average time on task from 6 to 4 minutes
Track channel usage Pothole Reporting Requests - Jan/Feb 2011 Number of customer contacts 800 700 600 Dec-11 500 400 Jan-11 300 Feb-11 200 100 0 Fixmystreet.co.uk Potholes.co.uk Fillthathole.org Direct from Direct from Highw ays Highw ays customer email customer Reporting Reporting telephone call Application w ith Accessible eForm map Where request cam e from Measure channel shift trends Channel usage350,000300,000250,000 Non telephone Contacts to Contact Centre200,000 Telephone calls to Contact Centre Website visits150,000 Website enquiries (online forms)100,000 50,000 0 08 09 10 08 8 09 09 0 10 8 9 0 1 09 10 11 8 9 0 -1 r- 0 -0 -1 -1 -0 -0 -0 -1 n- n- n- g- g- c- c- b- b- b- ec ug pr pr pr ct ct ct Ap Ju Ju Ju Au Au De De Fe Fe Fe O O O A A A D A
What we’ve learnt It can be resource intensive to analyse and interpret the data, but it’s essential We spend too much time training and supporting content authors and persuading them to make changes that improve customer experience Some tasks are not within our immediate control (3rd party supplier systems)Our next steps Audit content and authoring process Streamline content - quality not quantity Revise content authoring model Improve IA and review navigation Get better info from the Contact Centre Consistent measurement of customer contact across all channels
Some useful links http://www.loop11.com http://www.crazyegg.com http://silverbackapp.com/ http://www.google.com/support/analytics/ http://www.usability.gov http://undercoverux.com/For more informationMichele Ide-Smith, Web Strategy ManagerCambridgeshire County CouncilPhone: 01223 699710Twitter: @micheleidesmithEmail: firstname.lastname@example.orgI sometimes blog about this stuff: http://www.ide-smith.co.uk