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

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

    • 1. GOV.UK Putting user needs at the heart of content design Padma Gillen GDS
    • 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. The story of GOV.UK Padma Gillen GDS
    • 4. Once upon a time there were loads of government websites Padma Gillen GDS
    • 5. 2004 Padma Gillen directgov businesslink GDS
    • 6. GOV.UK 2012 Mainstream Users & Needs 2013 Specialist Users & Needs Padma Gillen GDS
    • 7. Why? Padma Gillen GDS
    • 8. Padma Gillen GDS
    • 9. Simpler Clearer Faster Padma Gillen GDS
    • 10. Padma Gillen GDS
    • 11. Padma Gillen GDS
    • 12. (And it’s loads cheaper) Padma Gillen GDS
    • 13. £42 million Padma Gillen GDS
    • 14. Digital by default 20x cheaper than phone 30x cheaper than post 50x cheaper than face-to-face Padma Gillen GDS
    • 15. Digital by default Post: £6.62 Phone: £4.11 Online: £0.22 Padma Gillen GDS
    • 16. Design of the Year 2013 Padma Gillen GDS
    • 17. D&Ad Awards 2013 Padma Gillen GDS
    • 18. How did we do it? Padma Gillen GDS
    • 19. User needs Padma Gillen GDS
    • 20. Defining the user need “As a _______ I want to ________ so that I can ________” Padma Gillen GDS
    • 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. Who’s the audience? What’s the action? Why do they want to do it? Padma Gillen GDS
    • 23. “As a self-employed person I want to file my tax return so that I can avoid nasty fines.” Padma Gillen GDS
    • 24. We put user needs first Padma Gillen GDS
    • 25. What’s the evidence of need? Padma Gillen GDS
    • 26. Holiday entitlement Annual leave Padma Gillen GDS
    • 27. Padma Gillen Lana Gibson GDS
    • 28. Holiday entitlement search Padma Gillen GDS
    • 29. Padma Gillen GDS
    • 30. Should we duplicate content to cater for different audiences? Student finance Part-time students Padma Gillen GDS
    • 31. Padma Gillen Lana Gibson GDS
    • 32. User journeys should be: short, simple and specific users won’t read your content so don’t make them! Padma Gillen GDS
    • 33. F-shape reading pattern Padma Gillen GDS
    • 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. 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. Padma Gillen GDS
    • 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. Padma Gillen Lana Gibson GDS
    • 39. Steps through pension calculator Padma Gillen GDS
    • 40. User journeys should: •be written in language used by real people •while taking account of language used by government Padma Gillen GDS
    • 41. Padma Gillen GDS
    • 42. User journeys should: Take the stress out of living in the UK! Padma Gillen GDS
    • 43. Padma Gillen GDS