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ConCon Manchester: content for services

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Session 2: content for services - what we've learned
Kaye Sweeney, Mike Duffield, Andy Keen and Jane Eastwood

Published in: Government & Nonprofit
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ConCon Manchester: content for services

  1. 1. Cabinet Office HMRC Content for services: what we’ve learned Mike, Kaye, Andy and Jane
  2. 2. * Mike, Kaye, Andy and Jane CATO (Company Accounts Tax Online)
  3. 3. * Mike, Kaye, Andy and Jane
  4. 4. * Mike, Kaye, Andy and Jane
  5. 5. * Mike, Kaye, Andy and Jane 150 screens
  6. 6. * Mike, Kaye, Andy and Jane Completion time 416 minutes 60 minutes
  7. 7. * Mike, Kaye, Andy and Jane PDF satisfaction rate 6%
  8. 8. * Mike, Kaye, Andy and Jane CATO satisfaction rate 70%
  9. 9. * Mike, Kaye, Andy and Jane We’ve seen a 15% reduction in users of the PDF... ...but the number of people using CATO has increased by more than that
  10. 10. * Mike, Kaye, Andy and Jane CATO’s content story
  11. 11. From: Mike, Kaye, Andy and Jane
  12. 12. To: Mike, Kaye, Andy and Jane
  13. 13. * Mike, Kaye, Andy and Jane Where it went wrong
  14. 14. * Mike, Kaye, Andy and Jane Discovery and alpha - What user needs? - SME
  15. 15. * Mike, Kaye, Andy and Jane “Recruit a full time content designer to work with the service team. This is a content-heavy service and users have complex tasks to complete. There is a high volume of content, instructional text and micro-copy. The content designer should be working alongside the team, getting involved in user research and feeding into the design and flow of the service.” - CATO’s alpha assessment (Cheers, GDS )
  16. 16. * Mike, Kaye, Andy and Jane
  17. 17. * Mike, Kaye, Andy and Jane
  18. 18. * “It’s legislation. We can’t change it.” Mike, Kaye, Andy and Jane
  19. 19. * Mike, Kaye, Andy and Jane
  20. 20. * Mike, Kaye, Andy and Jane How we rescued it
  21. 21. * Mike, Kaye, Andy and Jane User needs
  22. 22. * Mike, Kaye, Andy and Jane The UX Board of Joy
  23. 23. * Mike, Kaye, Andy and Jane WE ED S
  24. 24. * Mike, Kaye, Andy and Jane
  25. 25. * Mike, Kaye, Andy and Jane
  26. 26. * Mike, Kaye, Andy and Jane
  27. 27. * Mike, Kaye, Andy and Jane Where are we now?
  28. 28. * Mike, Kaye, Andy and Jane What next?

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