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Customer Centric Point Of View

Customer Centric Point Of View



Presentation at 2010 TAIRS Conference -- provides a basic introduction to personas, defining top tasks, and usability testing for I&R resource specialists.

Presentation at 2010 TAIRS Conference -- provides a basic introduction to personas, defining top tasks, and usability testing for I&R resource specialists.



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  • Source: 2008 White Paper, Putting Citizens First : Transforming Online Government, by the Federal Web Manager’s Council.
  • Stop to ask : is there anyone in the room with a professional software or product development background.
  • Source: Personas: Setting the Stage for Building Usable Information Sites : http://www.infotoday.com/online/jul03/head.shtml Source: Alan Cooper, The Inmates Are Running the Asylum: Why High-Tech Products Drive Us Crazy and How to Restore the Sanity , Indianapolis: Sams, 1999, Chapter Nine. (Wording condensed and modified.)
  • Create a persona.
  • 5% of your website delivers at least 25% of its value - (in this customers case it was 34%) - That's your Long Neck! The Long Neck is where the business case of your websites lies. It is the small set of top tasks that your customers really come to your website for, it is the essence of your value, the essential core of your offer. We help you identify and better manage your Long Neck. [NEXT SLIDE]
  • Source: Usability 101, http://www.useit.com/alertbox/20030825.html
  • Source: Why You Only Need to Test with 5 Users, Jakob Nielsen, http://www.useit.com/alertbox/20000319.html Note: This curve applies to the qualitative design phase. When developing quantitative metrics, i.e., how long does it take to complete a top task, the number is 20 users.
  • For I&R purposes, I recommend that scenarios should be as simple as possible, and only tackle the smallest reasonable top task.
  • Pop Up Blockers!
  • AIRS database standards help reduce the likelihood of disasters through requiring a formal update on an annual basis; on keep
  • The KSA gap refers to the fact that most I&R specialists have a college degree, receive 80+ hours of start-up training in health and human services, receive ongoing training throughout the tenure, and that every other user group does not have this level of knowledge, skills, and abilities. If you are only thinking about your I&R specialists point of view, you are not likely to meet the quality indicator for the AIRS standard.

Customer Centric Point Of View Customer Centric Point Of View Presentation Transcript

  • Taking A Customer Centric Point of View of Your Online Database David Smith, CRS 2010 TAIRS Conference Copies of this presentation will be made available at http://www.linkedin.com/in/david211 following the conference.
  • AIRS Standards
    • Service Delivery Standard 6 : Additional Channels for Access
      • You must place all or part of your database online.
      • It must meet certain criteria for search features.
      • Records have to be displayed in such a way that the inquirer can make an informed choice.
  • AIRS Standards
    • Quality Indicator #5
      • The main role of technology is to enhance or strengthen person-to-person contact, not to reduce or discourage such contact or make it more difficult.
      • The I&R service develops strategies and procedures to ensure that all inquirers receive comparable benefit, either directly or indirectly, from the use of technology. It evaluates the pros and cons of a particular piece of technology prior to implementation to assure that one group of inquirers does not benefit while the needs of other groups are ignored.
  • Six Non-Negotiable Standards for High-Quality Information Online
    • "When the American people need government information and services online, they should be able to:
    • Easily find relevant, accurate, and up-to-date information;
    • Understand information the first time they read it;
    • Complete common tasks efficiently;
    • Get the same answer whether they use the web, phone, email, live chat, read a brochure, or visit in-person;
    • Provide feedback and ideas and hear what the government will do with them;
    • Access critical information if they have a disability or aren’t proficient in English."
    Source: 2008 White Paper, Putting Citizens First : Transforming Online Government, by the Federal Web Manager’s Council.
  • Basic Questions
    • Who is looking at your website?
    • What do they want?
    • How are you doing?
  • Basic Techniques
    • Who is looking at your website?
      • User Personas
    • What do they want?
      • Complete Top Tasks
    • How are you doing?
      • Usability Testing
  • Personas
  • What Is A Persona?
    • A persona is a fictional person who represents a major user group for your site.
    • Personas help you identify major user groups of your Web site. You select the characteristics that are most representative of those groups and turn them into a persona.
  • Review Persona Handouts
    • Policy Gatekeeper
      • http://www.ers.usda.gov/AboutERS/oursite/Personas/PolicyGatekeepers.pdf
    • Low-Income Families and Individuals
      • http://www.usa.gov/webcontent/documents/USDA_Audience_Analysis.pdf
  • Essential Elements Of A Persona
    • A name (a real name like Greg or Madeline, etc.)
    • Age
    • A photo
    • Personal information, including family and home life
    • Work environment (the tools used and the conditions worked under, rather than a job description)
    • Computer proficiency and comfort level with using the Web
    • Pet peeves and technical frustrations
    • Attitudes
    • Motivation or "trigger" for using a high-tech product (not just tasks, but end results)
    • Information-seeking habits and favorite resources
    • Personal and professional goals
    • Candid quotes
  • Team Exercise
  • Task Analysis
  • What Is A Top Task?
    • A top task is a task that many of customers/staff need to regularly complete on your public website
  • Managing the Long Neck Source : Gerry McGovern Customercarewords.com
  • The Long Neck
  • Source: Top Caller Requests
  • Group Exercise : What Are the Top Tasks for a Typical I&R Website?
  • Usability Testing
  • Basic Approach
      • Get hold of some representative users.
      • Ask the users to perform representative tasks with the design.
      • Observe what the users do, where they succeed, and where they have difficulties with the user interface.
      • Shut up and let the users do the talking.
    Source: Usability 101 http://www.useit.com/alertbox/20030825.html
  • Volunteer
  • How Many Testers?
  • Define A Scenario
    • A scenario is a short story about a specific user with a specific goal at your site.
    • Example :
      • I’m the outreach specialist for a teen hotline. How can I check to see if my program is listed in the 2-1-1 database? If not, what do I need to do?
  • Define Success
    • User successfully completes task.
    • User successfully completes task within [X] search word attempts or [Y] minutes
  • Define Failure
    • User gives up.
    • User fails to complete task within [X] minutes.
    • Technical problems prevent the user from completing the task.
  • Don’t Ignore the Disaster
    • User completes task, but the result was wrong.
  • Individual Exercise
    • Create A Testing Scenario for Your Own Website
    • Pick A Persona
    • Pick A Task
    • Develop A Scenario
    • Define Successful and Other Outcomes
  • Recap
    • Know Your Customers
    • Know What They Want
    • Test Whether Your Website Delivers What They Want
    • Make Changes Based Upon Test Results
    • Repeat Cycle Forever
  • Bonus Content
  • Strategies Other I&Rs Are Using To Bridge the KSA Gap
    • 2-1-1 Connecticut E-Library
    • Custom “Browse By Taxonomy” Categories
  • Resources
    • Webcontent.gov
    • Usability.gov
    • Useit.com
    • Customercarewords.com
    Visit these websites, join their newsletters, read their books
  • And Then Let’s Talk About What’s Next
    • David Smith
    • [email_address]
    • 713-685-2824
    • http://www.linkedin.com/in/david211