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Directgov Home and Community Franchise - Sheenagh Reynolds
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Directgov Home and Community Franchise - Sheenagh Reynolds

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  • How do users rate the Directgov Mobile and TV services? 69% of visitors to the TV rate 'ease of use' as very good/good (TV Customer Monitor, March 2010). How loyal are our customers on our TV site? 65% of visitors found a comprehensive range of services.  68% of visitors are definitely/probably recommend the site to others. (TV Customer Monitor, March 2010)
  • Q9 – Reasons for visiting
  • Q5a Repeat visitors (77%) more likely to be visiting for information on: Education and learning (82%) Money, tax and benefits (81%) Motoring (81%) Young people (83%) Whereas first time visitors (23%) were more likely to be visiting for information on: Crime, justice and the law (29%) Government, citizens and rights (30%) Britons living abroad (39%) Contacts (30%) Pensions and retirement planning (35%)
  • Q22 Repeat visitors are more likely use Directgov as the main source for accessing public and govt info/services (57% vs. 49%), as well as it being one of the few sites they use to access public and government info and services (28% vs. 23%)
  • Q17, Q16, QV4, QV3, QV1 NB: Q16 Security – use table with base All who gave a rating Very Good to Very Poor (exc. Don’t know and N/A) Who are advocates (52% overall) of the Directgov website: Visitors aged 35-54 (57%) are more likely to be advocates of the site, particularly when compared to those aged 16-24 (45%), and those aged 55+ (49%) This was also true of those visitors with children where 57% were advocates for the site, compared to 49% of those visitors without. Those who recalled seeing the latest TV ad campaign (64%) were more likely to be advocates of the site when compared to those who hadn’t (52%) Not surprisingly repeat visitors are more likely to be advocates of the site when compared to first time visitors (55% vs. 44%) Those visiting to find out about tax credits (65%), as well as those applying for car tax (64%) were more likely to be advocates And those who didn’t came to the site through the use of a search engine (55%) were more likely to be advocates of the site, when compared to those who did (49%) In terms of sections/franchises visited on the site, those who went to Money, tax and benefits (56%), Employment (57%), Environment and greener living (57%), Parents (61%), Caring for someone (64%) are more likely to be advocates of the site, than those who visited other sections/franchises Detractors (16% overall) more likely to be: Visitors to the Education and learning franchise (20%), as well as Contacts (24%), and Newsroom (24%), Aged 16-24 (19%), as well as 55+ (19%) In education (24%) With a disability (20%) Live in Scotland (24%) Not seen latest TV ad campaign (22%)

Directgov Home and Community Franchise - Sheenagh Reynolds Presentation Transcript

  • 1. Working with Directgov Sheenagh Reynolds – Directgov Home and Community Franchise
  • 2. Directgov – Public services all in one place
    • Second most visited UK government website (Hitwise – May 2010)
    • More visitors rate Directgov as 'up to date’ and 'a trusted source of information' than they rate eBay, Amazon, Tesco and Google (Brand Tracker, November 2009)
    • 26.2 million visits May 10
    • 8 out of 10 visitors would recommend the Directgov website to a friend and visitors rated it as being better than the BBC for providing official and accurate information (Brand Tracker, November 2009)
    • 79% rate as good/very good (Customer Monitor Jan 10)
    • Mobile and TV services
  • 3. Linking from Directgov to Local Authority service pages
  • 4. Local Directgov Programme
    • Work in background to align ‘supersites’ where possible to make it easier for Local Authorities (standards, consultation, etc.)
    • Look at how we can collaborate at a strategic level to ‘shape a deal’ which works for Local Authorities
      • Re-use of public assets
      • Making customer journeys work
      • Sharing knowledge, skills, ideas
    • Make people aware of the opportunities to work with Directgov now including use of widgets and syndication
  • 5. Directgov Innovate
    • Conceived in Jan 09
    • Innovate acts as a platform for Directgov, franchises and partners to design, develop and host apps online
    • There is a small agile team (design & development)
    • Aim to have all projects designed, built and delivered within a short timeframe.
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  • 11. Redundancy widget
  • 12. Maternity, pregnancy and paternity online advisor
  • 13. Terrorist reporting tool
  • 14. Browser extensions and tools
  • 15. Syndication pilot
  • 16. Directgov syndication pilot
    • All Directgov articles, news and contact us pages are available to partners and developers on a first-come-first-served basis
    • The content is available in a range of formats to determine what works best.
    • The feed includes main content (text only) from the body of the page. All the design elements, navigation and related links are stripped out.
    • Pilot partners are given access to a syndication platform where they can view all pages available for syndication and then use chosen content within their webpages.
    • An access key allows us to track what content is being taken by partners and developers
    • There is a requirement for accreditation of content to Directgov. At a minimum, this is a text accreditation.
    • Tools and transactions cannot be distributed via syndication, this requires different technology ; images and video are removed due to rights restrictions.
    • The pilot will run until the full service is operational, and will inform the development of that service.
  • 17. Benefits to Local Authorities
    • Taking the content from Directgov will save money and ensure a single accurate version that is maintained by franchises
    • Cost and time saving in not having to develop and maintain the content
    • Extending reach of local authority websites through expanding coverage
  • 18. Benefits for customers
    • Improved user journey – whichever starting point they use
    • Better integration between local and central sites
    • Greater consistency of user experience on public sector sites
  • 19. What users think Directgov customer monitor – Jan/Feb ’10
  • 20. Customer Monitor: Background & objectives
    • As part of the ongoing development of Directgov, customer satisfaction research has been carried out in the form of the ‘Web Customer Monitor’ since December 2004.
    • The Customer Monitor is currently run twice a year, interviewing approximately 4,000 users in each wave, with results feeding directly into Directgov’s Business Performance Management.
    • The latest wave of research was carried out between 27th January to the 12th February, 2010.
    • Customer data is provided for Directgov overall, individual Franchise areas, and a number of selected transaction websites that are branded under Directgov.
    • Data includes demographics, usage, reasons for visiting, opinions of the site (and transaction sites), finding information, drivers of satisfaction, and customer retention.
  • 21. Purpose of visit: Reasons for visiting were varied, with most popular single reasons focusing around checking eligibility Q9 - What were you hoping to do on the site today? Did it involve any of the following? (prompted list, Base: 4,826) Chart excludes reasons with less than 5 % incidence Avg. no. of reasons: 2.4 (2.1 July ’09) New code Similar code in Employment (4% Jul ‘09 and 3% Jan ‘10) Code shown to everyone in Jan ’10 not just those visiting specific franchises. This topic was also promoted on the homepage during the fieldwork period. New code Jan ‘10
  • 22. Future usage: Upward trend of the proportion of repeat visitors continues REPEAT VISITORS ( who have used site 2+ times) (Base: 5906) Q5a – How often on average do you visit the Directgov website? (Jan/Feb ’10) Q5 – How many times have you visited the Directgov website (including this time)? (Pre Jan/Feb ’10) From Jan 08 onwards data shown for personal users who spent 2 or more minutes on the site NB: Question design changed for Jan/Feb ’10 wave
  • 23. Website loyalty: High levels of loyalty to the site continue to increase along with frequency of access Q22 - And which of the following best describes how you will use the Directgov website in the future? (Base: 3890) From Jan 08 onwards data shown for personal users who spent 2 or more minutes on the site
  • 24. KPI: Decrease in accuracy of info on the site, as well as in proportion who found what they were looking for *Used to be ‘Rates accuracy/being up to date as very good/good’ – split in July 09 Significant differences between July 09 and Jan 10 highlighted in green and red 31% 82% 70% 79% 82% 75% 75% 74% 77% 64% 85% Jul 09 Base: 2493+ 71% Rate accuracy as Very good/Good* 28% 83% 69% 81% 82% 77% 75% 81% 68% 84% Mar 09 Base: 1983+ 27% 81% 65% 80% 82% 75% 74% 80% 69% 83% Oct 08 Base: 1022+ 36% NPI ( promoters minus detractors) Jan 10 Base: 2585+ 84% Definitely/Probably likely to recommend 64% Found all/most of what they wanted 79% Rates Directgov website as Very good / Good Satisfied with information and services provided by Directgov Satisfaction 83% Rates security of online services as Very good/good (excludes DK & NA) 73% Rates being up to date as Very good/Good* Trust information and services provided through Directgov Trust 73% Rate ease of finding info (and services) Very good/Good 78% Rate ease of use Very good/Good Can find what they are looking for easily Ease of use 66% Agree Directgov introduced them to new services/information 84% Agree brings together a comprehensive range of services Can access services ‘all in one place’ Convenience KPI Benefit Statement for Citizens Benefit Category
  • 25. Comment on this article (COTA)
  • 26. Comment on this article
  • 27. COTA results so far…
    • Went live 29 th March 2010 across Directgov
    • Weekly number of citizen ratings across Directgov - 42,000 and rising
    • Weekly number of comments 10,500 and rising
    • 25% of respondents who leave ratings also leave comments
    • Comments received on a range of subjects including
      • positive feedback
      • policy discussion
      • suggestions
      • non-web government services - eg phone
      • clarity
      • issues with web content and services
    • 46% of respondents rate Directgov content "very useful"
    • 68% of respondents rate Directgov content either ‘Very useful’ or ‘Quite useful’
  • 28. COTA – Home and Communities Suggestions ( 29th March 2010 to 11th April 2010) ‘ Need a Scale of what Stamp Duty is payable on Properties - from the low to the high prices - so individuals can cost their move’ ‘Include links to where the smoke alarms can be bought at a reasonable price’ ‘ Add a telephone number next to relevant council’ ‘Add a calculation facility so people may check if they are entitled to help with their council tax - this is a simple feature used by many sites’ ‘ Ability to print all the information in one section at once - Instead of having to click onto additional pages and print one section at a time’ ‘The information was useful but could you do this page in a printer friendly format? When I try to print half the page does not print’
  • 29. Get in touch…
    • Syndication queries:
    • Swee Whitehouse
    • Directgov Head of Strategy
    • [email_address]
    • Sheenagh Reynolds
    • Franchise Director
    • Directgov Home & Community Franchise
    • Communities and Local Government
    • 07787 400610
    • [email_address]