Making Government User-Centered Managing UCD projects to promote change Suzanne Boyd and Emma Rose UPA Conference 2008

Two scenarios about the way that UCD can take hold in organizations Petunia - annual Peony - perennial Peony by flickr user: Mandana Mexican Petunia by flickr user: Scilit

As UCD experts in government you make things usable . . . Rules Web sites & applications Letters

But often changes to the products are fleeting

To make change stick we need more than UCD methods Culture Processes People

How can we create lasting change? Peony by flickr user: Mandana Mexican Petunia by flickr user: Scilit Inspired by the work of John Kotter

Case Study WA Department of Licensing

WA Department of Licensing Licenses each year: 4.8 million drivers 6.4 million vehicles 280,000 vessels 210,000 professionals E-government – since 1996 Brick-and-mortar offices

Licenses each year:

4.8 million drivers

6.4 million vehicles

280,000 vessels

210,000 professionals

Integrated Based on “Usability Maturity Model: Human Centredness Scale by J. Earthy. 1998 Level Organizational Indicators Before UCD Usability maturity Unrecognized We don’t have a problem with usability. Recognized We understand the business benefits of improving usability. Considered We consider user needs and are training staff in UCD techniques. Implemented We involve users throughout all stages of the development process. We integrate UCD into an iterative development process. Institutionalized UCD is fully embedded in our culture and processes.

Before UCD People, process, culture Lack of user data No web strategy Decisions about the site based on shifting, internal priorities Siloed web authoring Organic web site growth

Lack of user data

No web strategy

Decisions about the site based on shifting, internal priorities

Siloed web authoring

Organic web site growth

Before UCD E-government Online services Separation of applications from content does not make sense for users. News News was prominent. Content is important to agency, but not to users. Org chart information architecture Structure of the site mimics org chart.

After UCD E-government

After UCD People, process, culture Central UCD team, equipment, tools Web and usability standards UCD redesign of applications Integration of UCD into development process Agency strategic goal Provide quality customer services Increase the usability of our web site so users can quickly find the information they need. Develop a web strategy to improve online services

Central UCD team, equipment, tools

Web and usability standards

UCD redesign of applications

Integration of UCD into development process

Based on “Usability Maturity Model: Human Centredness Scale by J. Earthy. 1998 Level Organizational Indicators Usability maturity Recognized We understand the business benefits of improving usability. Considered We consider user needs and are training staff in UCD techniques. Implemented We involve users throughout all stages of the development process. Integrated We integrate UCD into an iterative development process. Institutionalized UCD is fully embedded in our culture and processes. Fast forward 2 years Unrecognized We don’t have a problem with usability.

The Journey

Overview Assess readiness Develop and communicate a vision Establish a sense of urgency Change the web site Sustain and produce more change

Assess readiness

Develop and communicate a vision

Establish a sense of urgency

Change the web site

Sustain and produce more change

Assess Readiness Backlit by flickr user: quas

Department of Licensing Is there executive support? Is there an influential UCD champion? How can UCD align with organizational goals? What is the current knowledge about UCD? Is the organization motivated to change? Are there capable and available staff? Is there adequate budget? Is the timing right? Not ready Ready low high Actions taken to mitigate risks and manage expectations  Buy-in & influence Alignment of UCD Resources & timing    

Is there executive support?

Is there an influential UCD champion?

How can UCD align with organizational goals?

What is the current knowledge about UCD?

Is the organization motivated to change?

Are there capable and available staff?

Is there adequate budget?

Is the timing right?

Develop and communicate a vision There is a fissure in my vision by flickr user: LunaDiRimmell

Develop and communicate a vision Imaginable: What will it look like? Desirable: Why should we do this? Feasible: Is it possible? Focused: How will we do it? Flexible: Will it work for us? Communicable: How will we talk about it?

Create a project plan Creates expectations of Duration Intensity Deliverables Build in milestones to show progress Addresses gaps identified when you assessed readiness Define a manageable scope

Creates expectations of

Duration

Intensity

Deliverables

Build in milestones to show progress

Addresses gaps identified when you assessed readiness

Define a manageable scope

Communicate the plan Show the scope & phases Phase 1 Phase 2 Publishing system/workflow Web applications Additional sub sites/section: User and task analysis Information architecture for sub-site/section Content development Iterative tests of sub-sites with relevant user types Redesign: Home page Information architecture Navigation design Layout & interaction design Graphic design Content rewrite and migration DOL Home

Publishing system/workflow

Web applications

Additional sub sites/section:

User and task analysis

Information architecture for sub-site/section

Content development

Iterative tests of sub-sites with relevant user types

Redesign:

Home page

Information architecture

Navigation design

Layout & interaction design

Graphic design

Content rewrite and migration

Communicate the plan Develop a memorable visual Show where you are

Align user and business goals Users www.dol.wa.gov DOL’s Goal Users’ needs and goals Positive user experience Accomplish business goals Provide quality customer service Improve public safety Strengthen fiscal and business effectiveness Build a strong workforce together   Oh look! I can renew my tabs online. My car’s registration is about to expire. I’ll have to take a day off work and drive downtown to get it renewed. I’ll check the web site first.

Provide quality customer service

Improve public safety

Strengthen fiscal and business effectiveness

Build a strong workforce together

Research and align goals Business goals Improve customer service Reduce administrative costs Improve the efficiency of web authoring process Increase staff knowledge of UCD

Research and align goals User goals Business & business professionals General public Government Legislature State agencies DOL employees People who have a driver’s license People who own a vehicle Consumers People getting their first license Job seekers Troubled drivers (DUI, speeding) Researchers, Media, Students Lawyers Moving in/ out of state People starting a business Banks & financial institutions Professionals licensed by DOL Businesses that do things with vehicles Small businesses < 25 employees

Establish a sense of urgency © Arne Naevra (Norway)

Perform a benchmark study Acts as a wake up call Collects baseline data for future comparisons Educates about UCD Communicate results in a variety of rhetorical ways

Acts as a wake up call

Collects baseline data for future comparisons

Educates about UCD

Communicate results in a variety of rhetorical ways

Communicating benchmark results Analytical Emotional Risk averse Peer-pressure Use hard data: Success rate: 41% Usability score (SUS): 55 Highlight the users’ voice: Video clips, anecdotes, stories Highlight consequences: Extrapolate time, failure, or dissatisfaction to entire population Compare to other agencies: Data from other agencies or similar organizations

Analytical

Emotional

Risk averse

Peer-pressure

Change the web site Flickr user: sei won’t pay for censorship

Share understanding of users You can do this formally and informally… Profiles/Personas Product concept Brown bags/hallway conversations Stakeholder meetings Continue to promote the agreement of who you chose to design for Small Business General Public

You can do this formally and informally…

Profiles/Personas

Product concept

Brown bags/hallway conversations

Stakeholder meetings

Continue to promote the agreement of who you chose to design for

Iterative design Evaluate Design

Card sort & information architecture

Phone usability study Test information architecture

High fidelity HTML prototype

Branding and visual design

Branding and visual design Each design was evaluated by management Feedback was specific and focused just on branding We analyzed feedback for themes and communicated changes to the designer

Essential activity for success of the redesign Organizational commitment to Plain Talk Opportunity to Create and strengthen relationships Instill a sense of collective ownership Educate about UCD Meanwhile…. Content development & migration Examine content migration list Choose a page to work on Review context of the page on the prototype Locate existing content Evaluate existing content Edit the content Review page Publish page to prototype (optional) Reworking a page for the new web site

Essential activity for success of the redesign

Organizational commitment to Plain Talk

Opportunity to

Create and strengthen relationships

Instill a sense of collective ownership

Educate about UCD

Examine content migration list

Choose a page to work on

Review context of the page on the prototype

Locate existing content

Evaluate existing content

Edit the content

Review page

Publish page to prototype (optional)

Tracking content development

Pre-launch usability study Preparing for a successful launch Share the prototype Turn concerns into usability issues Conduct a pre-launch study

Share the prototype

Turn concerns into usability issues

Conduct a pre-launch study

Sustain and produce more change Rainers Pilze by flickr user: public_oberberg

Celebrate Visibly recognize and reward the team Build team energy Tie success to team work and UCD

Visibly recognize and reward the team

Build team energy

Tie success to team work and UCD

Don’t declare victory too soon! Victory by flickr user: sgatto

Measure and communicate success Provide proof for supporters that their commitment was worth it Head off cynics and resisters Turn people who are neutral into supporters Tie success to UCD, not personalities

Provide proof for supporters that their commitment was worth it

Head off cynics and resisters

Turn people who are neutral into supporters

Tie success to UCD, not personalities

Analytical Usability metrics Cost savings Support costs 30% Emotional 27.1 82.5 55.4 System usability score 37 Difference 78% 41% Average success rate New site Old site Measure

Analytical Emotional &quot;Outstanding Job, talk about ease of access. We are truly getting to the place of being a transparent agency.&quot; Staff quotes Awards In fact, the Department of Licensing recently unveiled a new website designed around a common sense, easy to navigate approach, making it easier for businesses to find the information they need, when they need it. Governor’s 2006 Workforce and Economic Development Conference (As Written) Personal endorsements “ easy,” “informative,” “useful,” “logical,” “easy to navigate,” “ user-friendly,” “simple” User voices & video clips

Formalize systems and tools that help sustain change Formalize Policy Tools Processes Web Style Guide Communicate standards. Maintain consistency. Improve publishing efficiency. Web Metrics Software Research usage. Assess site changes. In-house usability lab Conduct studies. Demonstrate ongoing commitment in usability.

Formalize

Policy

Tools

Processes

Invest in team and training Hire more team members 1 staff member -> 4 First “UI designer” in IS Provide training Conferences Classes Writing for the web Plain talk Team building Webinars Webinars Introduce new UCD techniques in a low-risk manner. Encourage exploration. Conferences Expand knowledge. Connect with others. Share stories. Training Get practical, hands-on training that people can apply to the web site right away.

Hire more team members

1 staff member -> 4

First “UI designer” in IS

Provide training

Conferences

Classes

Writing for the web

Plain talk

Team building

Webinars

Nurture relationships & build new relationships Internally & externally At all levels Leadership team Customer support Programs Information Systems Other agencies

Internally & externally

At all levels

Leadership team

Customer support

Programs

Information Systems

Other agencies

Set new targets, repeat UCD cycle Renew your tabs online Renew your driver license 2009 UCD target Redesign 14 flagship applications using UCD Develop web application user interface standards Cement relationship with IS Formalize blended UCD and web application development process Deepen organizational commitment to UCD

2009 UCD target

Redesign 14 flagship applications using UCD

Develop web application user interface standards

Cement relationship with IS

Formalize blended UCD and web application development process

Deepen organizational commitment to UCD

Government can become User-Centered! Assess readiness Establish and communicate a vision Create a sense of urgency Change the web site Sustain and produce more change We have to sow the seeds of change from the moment we start the first UCD project .

Assess readiness

Establish and communicate a vision

Create a sense of urgency

Change the web site

Sustain and produce more change

Questions & comments Suzanne Boyd [email_address] Emma Rose [email_address]

Suzanne Boyd

[email_address]

Emma Rose

[email_address]

Additional readings Anderson, R. (2007). Moving UX into a position of corporate influence: Accessible at: http://riander.blogspot.com/2007/04/moving-ux-into-position-of-corporate.html Jones, C. (2007). When ROI isn’t enough: Making persuasive cases for user-centered design. Accessible at: http://www.uxmatters.com/MT/archives/000189.php King, C. (2007). Effective Communication Practices During Organizational Transformation : A Benchmarking Study of the U.S. Auto Industry and U.S. Naval Aviation. Accessible at: http://www.nps.navy.mil/gsbpp/CDMR/publications.htm Kotter, J. (1996). Leading change. Boston, MA: Harvard University Press. Lientz, B. P. & Rea, K. P. (2004). Breakthrough IT change management: How to get enduring change results . Burlington, MA: Elsevier, Butterworth, Heinman. Nielsen, J. (2006). Corporate usability maturity. Accessible at: http://www.useit.com/alertbox/maturity.html Earthy, J. (1998) Usability maturity Model: Human Centredness Scale. INUSE. Project deliverable D5.1.4(s). Version 1.2. London, Lloyd’s Register of shipping.

Anderson, R. (2007). Moving UX into a position of corporate influence: Accessible at: http://riander.blogspot.com/2007/04/moving-ux-into-position-of-corporate.html

Jones, C. (2007). When ROI isn’t enough: Making persuasive cases for user-centered design. Accessible at: http://www.uxmatters.com/MT/archives/000189.php

King, C. (2007). Effective Communication Practices During Organizational Transformation : A Benchmarking Study of the U.S. Auto Industry and U.S. Naval Aviation. Accessible at: http://www.nps.navy.mil/gsbpp/CDMR/publications.htm

Kotter, J. (1996). Leading change. Boston, MA: Harvard University Press.

Lientz, B. P. & Rea, K. P. (2004). Breakthrough IT change management: How to get enduring change results . Burlington, MA: Elsevier, Butterworth, Heinman.

Nielsen, J. (2006). Corporate usability maturity. Accessible at: http://www.useit.com/alertbox/maturity.html

Earthy, J. (1998) Usability maturity Model: Human Centredness Scale. INUSE. Project deliverable D5.1.4(s). Version 1.2. London, Lloyd’s Register of shipping.