Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Putting users at the heart of your digital products | Digital conference | 27 October 2016

1,830 views

Published on

Catherine Togher, senior change manager, Citizens Advice

Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

Published in: Government & Nonprofit
  • Be the first to comment

  • Be the first to like this

Putting users at the heart of your digital products | Digital conference | 27 October 2016

  1. 1. Putting users at the heart of your digital products @catherinetogher
  2. 2. Make it easy for everyone to get (and give) great advice. Use what we learn to fix the underlying causes of problems.
  3. 3. 3 We provide support in 2,900 locations across England and Wales People sought our help with 6.2 million issues in the last year Last year we helped over 2.7 million people face to face, by phone, email or web chat Over 23,000 volunteers are involved with Citizens Advice People visit our website 36 million times a year to get advice
  4. 4. Our digital content from 2000 - 2013
  5. 5. Back to basics…. Who are our users and what do they need?
  6. 6. 8 We have 2 distinct users of our content Clients Advisers Content It also has 2 distinct uses... Self serve Refer to and advise
  7. 7. 9 Clients = Everyone Clients
  8. 8. 1. Google is the homepage 2. Content optimisation then brands 3. Content design is a craft not art 4. Practical, tactical and useful
  9. 9. 1. Google is the homepage 2. Content optimisation then brand
  10. 10. 2.1 million 2.1 million people per month come to Citizens Advice from Google
  11. 11. 2.1 million 2.1 million people come to Citizens Advice from Google CAS.org.uk citizensadvice.org.uk
  12. 12. 99% of search terms used on search engines relate to people’s problems
  13. 13. 99% of search terms used on search engines relate to people’s problems 0.8% are about Citizens Advice 0.2% are about adviceguide
  14. 14. People search for issues. They use brands to choose between options.
  15. 15. 3. Content design is an art, not a craft 18
  16. 16. 4. Practical, tactical and useful
  17. 17. Better content that replicates our face to face service
  18. 18. New consumer content
  19. 19. How do you find out what users want?
  20. 20. So what does this mean and what have we done? 29
  21. 21. Roadmap 30
  22. 22. 31
  23. 23. 23rd June 2016: Referendum 32
  24. 24. 33
  25. 25. Thank you. Questions? @catherinetogher
  26. 26. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
  27. 27. 27 October 2016 London #charitydigital Digital conference

×