Lessons Learned: The FDA.gov Redesign

Slide 1: Lessons Learned: FDA.gov Redesign Sanjay J. Koyani Director of Web Communications U.S. Food and Drug Administration Ma y 8, 2008 U.S. Food and Drug Administration Promoting and Protecting Public Health

Slide 2: Web Executive Seminars Putting Online Audiences First, Again and Again May 8, 2008 National Press Club Washington, DC U.S. Food and Drug Administration Learn more: www.forumone.com/wes Promoting and Protecting Public Health

Slide 3: Lessons Learned: FDA.gov Redesign Sanjay J. Koyani Director of Web Communications U.S. Food and Drug Administration Ma y 8, 2008 U.S. Food and Drug Administration Promoting and Protecting Public Health

Slide 4: Get Buy-In: Top Down June ’07 Co mmis s ione r Memo: “FDA We b Communic ations in the 21 s t Ce ntury” “Our goa l is to transform FDA.gov to a gold s tanda rd a mong fe de ral sites. By crea ting a s ingle online ide ntity tha t more fully s upports the a ge ncy miss ion, we will strengthe n a ll FDA Ce nter and Office sites. Togethe r we will crea te a n FDA Web prese nce that is: • P e rs on-ce ntric; • Informa tive ; • Empowe ring; a nd • Inte ra ctive .” U.S. Food and Drug Administration Promoting and Protecting Public Health

Slide 5: Get Buy-In: Bottom Up Commis s io ne d Audit of FDA We b Staffs • Web staffs wanted: • Ce ntra lize d We b gove rna nce • P olicie s , S ta nda rds , a nd coding guida nce • More uniform publis hing s ys te ms • Coordina te d We b communica tions to re duce ris k a nd e mba rra s s me nt to a ge ncy U.S. Food and Drug Administration Promoting and Protecting Public Health

Slide 6: Get Buy-In: External Support U.S. Food and Drug Administration Promoting and Protecting Public Health

Slide 7: Educate on FDA’s “Gold Standard” Approach to Web Design U.S. Food and Drug Administration Promoting and Protecting Public Health

Slide 8: Practice Research U.S. Food and Drug Administration Promoting and Protecting Public Health

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Slide 11: Increa se Web Site Cre dibility • A physical address is provided on the homepage and all major points of entry •Frequently ask questions are provided AND are useful U.S. Food and Drug Administration Promoting and Protecting Public Health

Slide 12: Increa se Web Site Cre dibility • Organization providing the information is highly visible • Site is arranged in a logical way • Provides phone numbers • Dates are provided up-front and are kept current U.S. Food and Drug Administration Promoting and Protecting Public Health

Slide 13: Plac e me nt o f Ins truc tio nal Te xt U.S. Food and Drug Administration Promoting and Protecting Public Health

Slide 14: Plac e me nt o f Ins truc tio nal Te xt • Us e rs ’ focus is pulle d a lmos t imme dia te ly to the Us e r Name fie ld (the y a re motiva te d to ta ke a n a ction) • J umping imme dia te ly to tha t fie ld ca us e s the us e r to le a pfrog ove r the ins tructiona l te xt • Once downs tre a m of the ins tructiona l te xt • Us e rs ’ a re unlike ly to go ba ck a nd re a d it, e ve n if uns ure of wha t the re quire me nts a re • Us e rs ma ke a be s t gue s s a nd move on, a ttra cte d by the ra dio buttons U.S. Food and Drug Administration Promoting and Protecting Public Health

Slide 15: Guide line s fo r Ins truc tio nal Te xt • Divide de ns e ins tructions up for individua l a ction obje cts • P ut the a ppropria te ins tructions in clos e proximity to the ir re s pe ctive a ction obje cts • P la ce the ins tructiona l te xt ne xt to the corre s ponding a ction obje ct, pre fe ra bly in the downs tre a m dire ction, to the right or jus t be low it • If the ins tructiona l te xt is too long a nd its re comme nde d pla ce me nt would dis rupt the la yout of the a ction obje cts , provide a link tha t dyna mica lly dis pla ys a pop-up whe n clicke d U.S. Food and Drug Administration Promoting and Protecting Public Health

Slide 16: Allow S imple S e a rche s 33 58 11 U.S. Food and Drug Administration Promoting and Protecting Public Health

Slide 17: User-Centered Design Process U.S. Food and Drug Administration Promoting and Protecting Public Health

Slide 18: Redesign Activities • Develope d We b Gove rnanc e Te am ta s ke d with guiding redes ign e ffort • Develope d S trategic plan and time line de tailing our e volutiona ry a pproa ch to Web • Determine d ag e nc y re s ource s , ne e d for contract s pe cialis ts , e tc. U.S. Food and Drug Administration Promoting and Protecting Public Health

Slide 19: Redesign Activities • As se s se d FDA.gov’s top tas ks , audie nc es , and ne e ds with the FIT • Conducted c o mpetitive analys is of top hea lth Web sites in industry a nd governme nt • Re vie wed pas t us ability te s t reports & e valuations conducted on FDA.gov U.S. Food and Drug Administration Promoting and Protecting Public Health

Slide 20: Redesign Activities • Pe rforme d card s o rting e xe rcise s with 130 us ers, including the public, he a lth profes s iona ls, and indus try • Deve loped s e ve ral FDA.gov homepage prototype s U.S. Food and Drug Administration Promoting and Protecting Public Health

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Slide 24: Redesign Activities • Us ability te s te d the FDA.gov prototype s via multiple us ability tests, both on site a t FDA, a nd remote ly with 58 me mbe rs of public, he a lth profe s sionals , and industry U.S. Food and Drug Administration Promoting and Protecting Public Health

Slide 25: What We Measured in Usability Testing U.S. Food and Drug Administration Promoting and Protecting Public Health

Slide 26: Rapid Reporting via Automated Usability Testing Tool U.S. Food and Drug Administration Promoting and Protecting Public Health

Slide 27: Rapid Reporting via Automated Usability Testing Tool U.S. Food and Drug Administration Promoting and Protecting Public Health

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Slide 30: Does Progressive Layering Improve Performance? U.S. Food and Drug Administration Promoting and Protecting Public Health

Slide 31: Fly-Out Example U.S. Food and Drug Administration Promoting and Protecting Public Health

Slide 32: Lessons Learned U.S. Food and Drug Administration Promoting and Protecting Public Health

Slide 33: What’s Next • Build-out templates and IA for all FDA.gov pages • Usability test template designs with users to ensure validity • Conduct content audit and expand Web writing skills • Migrate content and designs into an automated Web content management system • Continual site improvements planned around FDA top tasks U.S. Food and Drug Administration Promoting and Protecting Public Health

Slide 34: Resources/Tools • Us ability.g o v: www.usa bility.gov • Re s e arc h-Bas e d We b De s ign & Us ability Guide line s : http://www.us a bility.gov/pdfs/guide line s .html • We bc o nte nt.g o v: www.webcontent.gov • Auto mate d Us ability Te s ting Tool: http://www.mindd.com/Content.a s px?pid=UTES ta nda rd • NIST Co mmo n Indus try Format: http://zing.ncs l.nist.gov/ius r/docume nts/cifv1.1b.htm#_Toc4675 73702 U.S. Food and Drug Administration Promoting and Protecting Public Health

Slide 35: Questions CONTACT INFORMATION ? • Sanjay Koyani, U.S. Food and Drug Administration • Email: Sanjay.koyani@fda.hhs.gov • Phone: 301.827.7131 U.S. Food and Drug Administration Promoting and Protecting Public Health

Slide 36: Web Executive Seminars LEARN MORE: www.forumone.com/wes U.S. Food and Drug Administration Promoting and Protecting Public Health