Quick-and-Easy Customer Profile
Spend 1-2 hours with a colleague completing this questionnaire. The results will help you identify your
website’s top customers and their top tasks.
Webpage name and URL: www.justice.gov
What are your website goals? (Your agency’s business goals—e.g., have visitors use the
web instead of the phone, and your website customer’s goals—e.g., complete an online
form as painlessly as possible)
Communicate with the public and be a public face for the department of justice
Direct public to Justice bureaus and components
What sources will you use to measure your goals? (e.g., productivity reports)
Foresee survey (ACSI)
Google analytics - top search terms, most visited links
Webpage statistics for January 2010:
Number of website visitors: 7.1 million
Top visited pages:
DEA home - jobs
USMS home - jobs
USMS 404 error page
Civil Rights Division – ADA
National Drug Information Center crack cocaine fact sheet
DEA Most Wanted List
USMS Most Wanted
USDOJ Careers Page
US Trustees – Bankruptcies
USMS Seized Asset Sales
DEA Drugs of Concern
Top search terms (internal and external):
External – DEA, Dept. of Justice, various drugs, U.S Marshalls, FOIA, USMS jobs,
Map of US(?), identity theft, attorney general, Executive Office of Immigration Review, DEA
jobs, Foreign Corrupt Practices Act, Interpol, FARA, Limited English Proficiency (Civil
Rights), immigration issues,
Internal – US Attorneys Offices (USAO), ADA, Attorney jobs DC, FL, CA, NY, TX, Criminal
(?), UST, CRT – Civil Rights Division, OIP (FOIA), fraud, OARM, OPA (Office of Public Affairs)
& PR, cybercrime, USAO MOW (?)
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Who are your top customer types?
a) Job Seekers
b) Press - journalists
c) Legal community – bankruptcy attorneys, ada attorneys, immigration attorneys
d) Law Enforcement (?)
e) Parents (?)
f) Students (?)
g) Health professionals (?)
h) fugitive followers (?)
i) foia specialists - (check other months, maybe high b/c of open government?)
j) seized asset shoppers
k) business owners – comply with ADA
l) victims of identity theft (?)
Estimate the number of visitors of each customer type, and compute the
percentage of the total visitors:
a) Job Seekers – 30% 2.1 million visits per month
b) ADA – 20%
c) Attorneys – 20%
d) Journalists – 5%
e) FOIA – 10%
f) Shoppers – 5%
g) Fugitive followers – 5%
What are their primary tasks:
a) Find a job
b) ADA – consult with content manager
c) Research information about agency-specific FOIA requests and find government-wide
d) Look for legal guidance and source documents related to cases, and other matters
e) Gather information for news stories on federal cases, terrorism, convictions, etc.
Which is your primary customer types?
(Estimated numbers of customers x task complexity x task frequency)
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Do you meet with this customer regularly at meetings, conferences, etc.? No.
List where (you would meet):
Recruitment efforts and job fairs
Bar Association Conferences
Specialized Legal Conferences
Income group/Education level/Staff level/GS grade/:
Law enforcement job seekers – Entry level GS-9?
Attorneys – Entry level GS-12?
Typical job titles:
Agents, Deputy Marshall
Assistant US Attorney, Prosecutor, Litigator
Observations and recommendations
Look again at your website. Does it address your primary customer and tasks?
Careers – plan to revamp the page, include profiles of current employees, get content up
higher on page. Collaborate with content managers of bureau job sites so that we provide a
more direct path to jobs.
Business and Grants traffic not included in our web analytics b/c on different server. Take a
look at current stats across servers. Also look at terminology – is it clear to users?
Sequencing – is the order of tabs as it should be?
Nothing specific on the site that consolidates information for attorneys looking for legal
Action Center – Locate an inmate – does this correspond to “map of us” in web analytics?
Jobs, Asset Sales, Fugitives are all here. Make sure sequence is right. Not a good
placement on home page for top tasks. Talk to Public Affairs – bring metrics.
En Espanol link - move to top right.
Look at what DHS has with top tasks – potential compromise with Public Affairs.
Nothing on home page about drugs – primary search term.
Which websites “compete” with your website? (Government, nonprofit, or
FBI.gov, DEA.gov, Marshals.gov,
Wikipedia – what are they providing on the same drug subjects?
Drugabuse.gov – NIH site. Look at their top tasks. Look at page titles – DEA Acronym
appears first. Look at presentation of information, make SEO tweaks.
OVW – look at competitor sites.
What can you learn from their top tasks?
Look at SEO. Make small tweaks to bring information to the top of search results.
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Name/Title: Joe DEA Agent-Applicant; Joanne, DOJ Attorney (Law School Recent
Photo: (Choose a name, go to a search engine images page, select an image with that
name, adjust name query as needed; don’t spend more than 5 minutes on this!)
Drives what type of car:
Joe: Blue 1998 Ford F150 pick-up truck
Joanne: Silver 2005 Toyota Prius
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