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 ...

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

    • www.socitm.net/insight   Be#er  by  Digital:   Website  Improvement  Project  Update   John  Fox,     Interim  Digital  Channels  Strategy  Manager  &  Socitm  Consultant   29  October  2013  
    • 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%
    • 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
    • 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%
    • 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%
    • 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!  
    • 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.  
    • 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.  
    • 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.  
    • 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  Available  >  Support  at  Home    
    • Home  >  Health  and  Social  Care  >  Adults  and  Older  People  >  Apply  to  receive  care  at  home  
    • Sheffield  2018   Help  Yourself   Don  Valley  Stadium  MarkeMng   Sheff  Kids   Sheffield  Homes   Sheffield  First  Partnership  
    • 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)  
    • 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