GOV.UK
Putting user needs
at the heart of content design
Padma Gillen

GDS
1. The story of GOV.UK
2.What’s a ‘user need’ and where do I get one?
3. User needs and content design

Padma Gillen

GDS
The story of GOV.UK

Padma Gillen

GDS
Once upon a time
there were loads
of government
websites

Padma Gillen

GDS
2004

Padma Gillen

directgov

businesslink

GDS
GOV.UK

2012

Mainstream
Users &
Needs

2013

Specialist
Users &
Needs

Padma Gillen

GDS
Why?
Padma Gillen

GDS
Padma Gillen

GDS
Simpler
Clearer
Faster
Padma Gillen

GDS
Padma Gillen

GDS
Padma Gillen

GDS
(And it’s loads cheaper)

Padma Gillen

GDS
£42 million
Padma Gillen

GDS
Digital by default
20x cheaper than phone
30x cheaper than post
50x cheaper than face-to-face
Padma Gillen

GDS
Digital by default
Post:

£6.62

Phone:

£4.11

Online:

£0.22

Padma Gillen

GDS
Design of the Year 2013

Padma Gillen

GDS
D&Ad Awards 2013

Padma Gillen

GDS
How did we do it?

Padma Gillen

GDS
User needs
Padma Gillen

GDS
Defining the user need
“As a _______
I want to ________
so that I can ________”

Padma Gillen

GDS
Defining the user need
“As a self-employed person
I want to file my tax return
so that I can avoid nasty fines.”

Padma Gi...
Who’s the audience?
What’s the action?
Why do they want to do it?

Padma Gillen

GDS
“As a self-employed person
I want to file my tax return
so that I can avoid nasty fines.”

Padma Gillen

GDS
We put
user needs
first
Padma Gillen

GDS
What’s the evidence of need?

Padma Gillen

GDS
Holiday entitlement
Annual leave
Padma Gillen

GDS
Padma Gillen
Lana Gibson

GDS
Holiday entitlement search

Padma Gillen

GDS
Padma Gillen

GDS
Should we duplicate content to cater
for different audiences?

Student finance
Part-time students
Padma Gillen

GDS
Padma Gillen
Lana Gibson

GDS
User journeys should be:
short, simple and specific
users won’t read your content so don’t make them!
Padma Gillen

GDS
F-shape reading pattern

Padma Gillen

GDS
•

Front-load sentences with the
important stuff

•

If it’s not essential, leave it out

•

Break it up - use:
- short se...
User journeys should:
•define the audience
•be ordered around what people need to
know when

•include enough information s...
Padma Gillen

GDS
User journeys should:
•be based on evidence of how users
actually behave

•not how you think they behave
•and definitely n...
Padma Gillen
Lana Gibson

GDS
Steps through pension calculator

Padma Gillen

GDS
User journeys should:
•be written in language used by real
people

•while taking account of language used by
government

P...
Padma Gillen

GDS
User journeys should:

Take the stress out
of living in the UK!

Padma Gillen

GDS
Padma Gillen

GDS
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RUday Manchester | GOV.UK and user needs at the heart of content design | GDS

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Padma Gillen, a content designer at the Government Digital Service (GDS), gave this presentation at our Really Useful Day: GOV.UK & User Journeys, 20 November 2013, in Manchester.

The presentation looked at the creation of GOV.UK and how to put user needs at the heart of content design.

Published in: Technology, Business
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  • booking a driving test costs £6.62 by post, £4.11 by telephone, but just £0.22 online.
  • booking a driving test costs £6.62 by post, £4.11 by telephone, but just £0.22 online.
  • F-shape reading
  • F-shape reading
  • F-shape reading
  • Transcript of "RUday Manchester | GOV.UK and user needs at the heart of content design | GDS"

    1. 1. GOV.UK Putting user needs at the heart of content design Padma Gillen GDS
    2. 2. 1. The story of GOV.UK 2.What’s a ‘user need’ and where do I get one? 3. User needs and content design Padma Gillen GDS
    3. 3. The story of GOV.UK Padma Gillen GDS
    4. 4. Once upon a time there were loads of government websites Padma Gillen GDS
    5. 5. 2004 Padma Gillen directgov businesslink GDS
    6. 6. GOV.UK 2012 Mainstream Users & Needs 2013 Specialist Users & Needs Padma Gillen GDS
    7. 7. Why? Padma Gillen GDS
    8. 8. Padma Gillen GDS
    9. 9. Simpler Clearer Faster Padma Gillen GDS
    10. 10. Padma Gillen GDS
    11. 11. Padma Gillen GDS
    12. 12. (And it’s loads cheaper) Padma Gillen GDS
    13. 13. £42 million Padma Gillen GDS
    14. 14. Digital by default 20x cheaper than phone 30x cheaper than post 50x cheaper than face-to-face Padma Gillen GDS
    15. 15. Digital by default Post: £6.62 Phone: £4.11 Online: £0.22 Padma Gillen GDS
    16. 16. Design of the Year 2013 Padma Gillen GDS
    17. 17. D&Ad Awards 2013 Padma Gillen GDS
    18. 18. How did we do it? Padma Gillen GDS
    19. 19. User needs Padma Gillen GDS
    20. 20. Defining the user need “As a _______ I want to ________ so that I can ________” Padma Gillen GDS
    21. 21. Defining the user need “As a self-employed person I want to file my tax return so that I can avoid nasty fines.” Padma Gillen GDS
    22. 22. Who’s the audience? What’s the action? Why do they want to do it? Padma Gillen GDS
    23. 23. “As a self-employed person I want to file my tax return so that I can avoid nasty fines.” Padma Gillen GDS
    24. 24. We put user needs first Padma Gillen GDS
    25. 25. What’s the evidence of need? Padma Gillen GDS
    26. 26. Holiday entitlement Annual leave Padma Gillen GDS
    27. 27. Padma Gillen Lana Gibson GDS
    28. 28. Holiday entitlement search Padma Gillen GDS
    29. 29. Padma Gillen GDS
    30. 30. Should we duplicate content to cater for different audiences? Student finance Part-time students Padma Gillen GDS
    31. 31. Padma Gillen Lana Gibson GDS
    32. 32. User journeys should be: short, simple and specific users won’t read your content so don’t make them! Padma Gillen GDS
    33. 33. F-shape reading pattern Padma Gillen GDS
    34. 34. • Front-load sentences with the important stuff • If it’s not essential, leave it out • Break it up - use: - short sentences and paragraphs - subheads - lists - active voice Padma Gillen GDS
    35. 35. User journeys should: •define the audience •be ordered around what people need to know when •include enough information so the user can make a decision or take an action Padma Gillen GDS
    36. 36. Padma Gillen GDS
    37. 37. User journeys should: •be based on evidence of how users actually behave •not how you think they behave •and definitely not on what you want to tell them Padma Gillen GDS
    38. 38. Padma Gillen Lana Gibson GDS
    39. 39. Steps through pension calculator Padma Gillen GDS
    40. 40. User journeys should: •be written in language used by real people •while taking account of language used by government Padma Gillen GDS
    41. 41. Padma Gillen GDS
    42. 42. User journeys should: Take the stress out of living in the UK! Padma Gillen GDS
    43. 43. Padma Gillen GDS
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