0
www.socitm.net/insight	
  

Be#er	
  by	
  Digital:	
  

Website	
  Improvement	
  Project	
  Update	
  
John	
  Fox,	
  	...
Please	
  choose	
  and	
  score	
  the	
  TOP	
  FIVE	
  tasks	
  that	
  are	
  most	
  important	
  to	
  you	
  
in	
 ...
Please	
  choose	
  and	
  score	
  the	
  TOP	
  FIVE	
  tasks	
  that	
  are	
  most	
  important	
  to	
  you	
  
in	
 ...
VoMng	
  spread	
  
Negative votes
15%
Up-to-date
Accurate
Complete
Language
Contact
Participation
Open
Recommendations
Se...
Customer	
  Centric	
  Index	
  
Factor
Up-to-date
Accurate
Complete
Language
Contact
Participation
Open
Recommendations
S...
Sheffield	
  –	
  pay	
  your	
  council	
  tax	
  
Sheffield’s	
  pay	
  council	
  tax	
  page	
  promotes	
  mulMple	
  way...
East	
  Riding	
  of	
  Yorkshire	
  

East	
  Riding’s	
  council	
  tax	
  payment	
  page	
  incorporates	
  a	
  clear...
Liverpool	
  –	
  pay	
  your	
  council	
  tax	
  
Liverpool’s	
  equivalent	
  page	
  has	
  removed	
  all	
  extraneo...
Sheffield	
  –	
  pay	
  your	
  council	
  tax	
  

On	
  our	
  new	
  website	
  we	
  will	
  deploy	
  strategically	
 ...
High	
  level	
  landing	
  page	
  	
  
for	
  Housing	
  
Subject-­‐specific	
  service	
  landing	
  page	
  
InformaMon	
  architecture	
  
Sheffield	
  
Salford	
  
Home	
  >	
  Health	
  and	
  Social	
  Care	
  >	
  Help	
  at	
  Home	
  >	
  Adult	
  Social	
  Care	
  >	
  Support	
 ...
Home	
  >	
  Health	
  and	
  Social	
  Care	
  >	
  Adults	
  and	
  Older	
  People	
  >	
  Apply	
  to	
  receive	
  ca...
Sheffield	
  2018	
  
Help	
  Yourself	
  
Don	
  Valley	
  Stadium	
  MarkeMng	
  

Sheff	
  Kids	
  
Sheffield	
  Homes	
  
S...
Review	
  of	
  session	
  
• 
• 
• 
• 

Customer	
  opinions	
  (task	
  idenMficaMon)	
  
InformaMon	
  architecture	
  
...
www.socitm.net/insight	
  

Be#er	
  by	
  Digital:	
  

Website	
  Improvement	
  Project	
  Update	
  
John	
  Fox,	
  	...
Sheffield 'Better by Digital' website improvement project update - 29 October 2013
Sheffield 'Better by Digital' website improvement project update - 29 October 2013
Sheffield 'Better by Digital' website improvement project update - 29 October 2013
Sheffield 'Better by Digital' website improvement project update - 29 October 2013
Sheffield 'Better by Digital' website improvement project update - 29 October 2013
Sheffield 'Better by Digital' website improvement project update - 29 October 2013
Sheffield 'Better by Digital' website improvement project update - 29 October 2013
Sheffield 'Better by Digital' website improvement project update - 29 October 2013
Sheffield 'Better by Digital' website improvement project update - 29 October 2013
Sheffield 'Better by Digital' website improvement project update - 29 October 2013
Sheffield 'Better by Digital' website improvement project update - 29 October 2013
Sheffield 'Better by Digital' website improvement project update - 29 October 2013
Sheffield 'Better by Digital' website improvement project update - 29 October 2013
Sheffield 'Better by Digital' website improvement project update - 29 October 2013
Sheffield 'Better by Digital' website improvement project update - 29 October 2013
Sheffield 'Better by Digital' website improvement project update - 29 October 2013
Sheffield 'Better by Digital' website improvement project update - 29 October 2013
Sheffield 'Better by Digital' website improvement project update - 29 October 2013
Sheffield 'Better by Digital' website improvement project update - 29 October 2013
Sheffield 'Better by Digital' website improvement project update - 29 October 2013
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Sheffield 'Better by Digital' website improvement project update - 29 October 2013

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I have lately completed a seven month interim role at Sheffield City Council overseeing the advocacy and day to day management of the council's transition to 'digital by default' customer service delivery. Creating a new website information architecture based on evidence of customer demand and usage of council services, introducing new governance arrangements and the launch of a customer access channel via Twitter, and acting as mentor to existing web manager. This presentation summarised for the council's executive management team the outputs at the end of my engagement.

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Transcript of "Sheffield 'Better by Digital' website improvement project update - 29 October 2013"

  1. 1. www.socitm.net/insight   Be#er  by  Digital:   Website  Improvement  Project  Update   John  Fox,     Interim  Digital  Channels  Strategy  Manager  &  Socitm  Consultant   29  October  2013  
  2. 2. Please  choose  and  score  the  TOP  FIVE  tasks  that  are  most  important  to  you   in  dealing  with  your  local  council.   Tasks 1 Bins (rubbish, waste, bulky, garden waste, compost) 2 3 4 5 6 Parks (gardens, open spaces, country parks, woodlands) Libraries Jobs (careers, teaching, training, volunteers, work permits) Roads and highways faults Schools and Colleges (admissions, finance, closures, terms) 7 Roadworks (traffic management, signals, improvements) Total Vote % of Total Vote 6645 Cumulative Vote Cumulative Tasks 382 5.7% 5.7% 1.2% 314 267 4.7% 4.0% 10.5% 14.5% 2.4% 3.5% 258 250 3.9% 3.8% 18.4% 4.7% 22.1% 5.9% 242 3.6% 25.8% 7.1% 230 3.5% 29.2% 8.2% 222 215 215 209 204 3.3% 3.2% 3.2% 3.1% 3.1% 32.6% 35.8% 39.1% 42.2% 45.3% 9.4% 10.6% 11.8% 12.9% 14.1% 192 172 169 153 135 132 110 109 2.9% 2.6% 2.5% 2.3% 2.0% 2.0% 1.7% 1.6% 48.2% 50.7% 53.3% 55.6% 15.3% 16.5% 17.6% 18.8% 57.6% 20.0% 59.6% 61.3% 62.9% 21.2% 22.4% 23.5% Top 25% 26-50% Leisure (cycle, walk, sport, swim, clubs, tourism, 8 allotments) 9 Crime and disorder 10 Hospitals (health authorities) 11 Recycling (household, tips, bottle banks) 12 Council tax (billing, discounts, payments, moving) 13 Planning (advice, applications, green belt, conservation) 14 Contact Council 15 Public transport (tickets, timetables, journey planner) 16 Street cleaning 17 Culture (heritage, museums, theatres) 18 Schools and Colleges (OFSTED) 19 Parking (blue badge, fines, permits, car parks) 20 Transport plans and policy (local transport plan) 51-75%
  3. 3. Please  choose  and  score  the  TOP  FIVE  tasks  that  are  most  important  to  you   in  dealing  with  your  local  council.   8.0% 7.0% Percent  of  vote 6.0% 5.0% 4.0% %  Vote Average 3.0% 2.0% 1.0% 0.0% 1 3 5 7 9 11131517192123252729313335373941434547495153555759616365676971737577798183 Tasks
  4. 4. VoMng  spread   Negative votes 15% Up-to-date Accurate Complete Language Contact Participation Open Recommendations Search Menus and Links Layout Visual appeal Speed 10% Positive votes 5% 0% 5% 10%
  5. 5. Customer  Centric  Index   Factor Up-to-date Accurate Complete Language Contact Participation Open Recommendations Search Menus and Links Layout Visual appeal Speed Customer Centric Index Positive Negative 4.8% 4.3% 5.8% 1.5% 1.5% 3.4% 5.0% 1.2% 1.8% 6.4% 1.8% 2.4% 4.3% 1.2% 0.1% 1.3% 4.0% 9.6% 3.7% 11.8% 6.6% 4.7% 2.3% 4.7% 1.2% 4.8% 43% 57% Take Action 7% 1% 6% 1% 12% 4% 1% 3% 18% 22% 7% 9% 9% 100%
  6. 6. Sheffield  –  pay  your  council  tax   Sheffield’s  pay  council  tax  page  promotes  mulMple  ways  of  paying  your  council  tax,  encouraging   customers  to  set  up  a  direct  debit.  Whilst  the  white  panel  Is  relaMvely  uncluRered,  the   customer  sMll  has  to  read  all  the  text  to  be  sure  they  know  all  the  possible  permutaMons!  
  7. 7. East  Riding  of  Yorkshire   East  Riding’s  council  tax  payment  page  incorporates  a  clear  call  to  acMon  to  pay  my  council  tax  online,  but  the   page  is  cluRered  up  with  lots  of  extraneous  informaMon  that  isn’t  really  relevant  in  the  context  of  the  task  I   have  come  to  the  website  to  perform.  As  such,  this  informaMon  may  act,  inadvertently,  as  a  barrier  to  my   compleMon  of  the  task.  
  8. 8. Liverpool  –  pay  your  council  tax   Liverpool’s  equivalent  page  has  removed  all  extraneous  informaMon  to  focus  enMrely  on  the   customer  compleMng  their  task.  This  council  is  keen  to  promote  paying  online  whereas  other   councils  prefer  to  promote  direct  debit  as  the  primary  payment  method.  If  we  were  to  scroll   down  this  page  we  would  find  a  link  to  other  payment  methods  available.  
  9. 9. Sheffield  –  pay  your  council  tax   On  our  new  website  we  will  deploy  strategically  placed  ‘Call  to  acMon’  (CTA)  buRons  to  encourage  site  users  to  take  the  acMon   that  we  would  like  them  to  takee.  The  arresMng  colour  of  the  magenta  buRon  makes  it  really  difficult  for  the  user  to  miss   seeing  the  pay  it  online  prompt,  but  we’ve  also  deployed  a  secondary,  ‘Sheffield  steel’,  CTA  for  an  alternaMve  payment   method.  Finally  there  is  a  ‘related  pages’  link  to  another  page  that  would  list  alternaMve  payment  methods  available.  
  10. 10. High  level  landing  page     for  Housing  
  11. 11. Subject-­‐specific  service  landing  page  
  12. 12. InformaMon  architecture  
  13. 13. Sheffield  
  14. 14. Salford  
  15. 15. Home  >  Health  and  Social  Care  >  Help  at  Home  >  Adult  Social  Care  >  Support  Available  >  Support  at  Home    
  16. 16. Home  >  Health  and  Social  Care  >  Adults  and  Older  People  >  Apply  to  receive  care  at  home  
  17. 17. Sheffield  2018   Help  Yourself   Don  Valley  Stadium  MarkeMng   Sheff  Kids   Sheffield  Homes   Sheffield  First  Partnership  
  18. 18. Review  of  session   •  •  •  •  Customer  opinions  (task  idenMficaMon)   InformaMon  architecture   Website  design   Strategic  governance   –  RaMonalisaMon  of  web  estate   –  Strategic  management  and  channel  shia   –  OperaMonal  management  (future  operaMng  model)  
  19. 19. www.socitm.net/insight   Be#er  by  Digital:   Website  Improvement  Project  Update   John  Fox,     Interim  Digital  Channels  Strategy  Manager  &  Socitm  Consultant     john.fox@socitm.net   29  October  2013  
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