Top Tasks beyond the homepage

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How liverpool.gov.uk was rebuilt around the customer.

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Top Tasks beyond the homepage

  1. 1. Top Tasks beyond the homepage (and the site)<br />how liverpool.gov.ukwas rebuilt<br />
  2. 2. Conor Moody / Kevin Jump Liverpool Direct LimitedLiverpool City Council<br />
  3. 3. Background<br />
  4. 4. About us<br />Liverpool Direct is <br />A Joint Venture<br />A Limited Company<br />The council’s web team<br />Based on our research<br />Liverpool is Liverpool <br />Your results may differ<br />
  5. 5. Great big massive planNo action…….Focus and evidence‘the web can save you money’‘go on then’ (6 months)<br />
  6. 6. How do we win?<br />
  7. 7. Achieve accreditation / rank? <br />
  8. 8. Engage / be open / be seen to be?<br />
  9. 9. Guidelines and standards?<br />
  10. 10. Prove we can use ajax / jquery / Web 2.0 ‘rounded corners’ ?<br />
  11. 11. Save the world?<br />
  12. 12. Happy politicians?<br />
  13. 13. Improve the brand?<br />
  14. 14. No.What then?<br />
  15. 15. Make things easier for most customers<br />= save money<br />
  16. 16. How?<br />It’s easy to say this stuff but….<br />
  17. 17. LookLearnDo<br />
  18. 18. Look<br />Inside and out<br />
  19. 19. 85%<br />200 pages<br />of our 4000 page site accounted for<br />of traffic<br />
  20. 20. Ourcms users<br />Customers want:<br /><ul><li> 260 trained
  21. 21. 20 performed 70% of all activity
  22. 22. 160 did something
  23. 23. Activity not related to Top Tasks </li></li></ul><li>Just a comms tool ?<br />2% of site traffic is for news<br />10 news items account for 64%<br />The top 10 where all service alerts<br />
  24. 24. Organisation v customer<br />Homepage space allocation (%)<br />If pure demand was followed (%)<br />News<br />Jobs<br />Brand<br />Do-it online<br />Popular Links<br />Leisure<br />Rubbish<br />Planning<br />Images<br />Search<br />Contact<br />Benefits<br />My Neighbourhood<br />Promo<br />Contact<br />Benefits<br />The Council<br />Site Elements (Navigation, Whitespace, etc)<br />Libraries<br />News<br />Business<br />Transport<br />Education<br />The Rest<br />
  25. 25. Whatever……<br />content on navigation pages<br />
  26. 26. 4,500<br />Policies, plans, strategies, SLA docs<br />0<br />in top 20 tasks / top 300 downloaded docs<br />
  27. 27. Get out of my way !<br />90%<br />Whatever……<br />
  28. 28. Information Transactions<br />
  29. 29. Staff are not customers<br />Twice as likely to use a-z<br />96% of site searches for “Google” came from staff<br />
  30. 30. Gerry McGovern did:<br />Methodology <br />Data gathering<br />Rationalisation<br />Survey<br />High level list of Top Tasks<br />
  31. 31. and we…<br /><ul><li> Broke down tasks
  32. 32. Drafted IA
  33. 33. Tested 40 tasks against old and draft</li></li></ul><li>and we<br />Brought it all together<br />Top tasks<br />User behaviour (stats)<br />Usability research / Testing<br />Business objectives <br />Focused everything on improving the customer journey. <br />
  34. 34. Learn<br />We concluded…<br />
  35. 35. No demand for shinyshiny<br />people ‘do’ and leave<br />
  36. 36. We must fix the basics in order to give customers what they want<br />
  37. 37. The content model is part of the problem<br />
  38. 38.
  39. 39. Or<br /><ul><li>Tasks – not fluff
  40. 40. Devolving does not work (for us)
  41. 41. No service ? = No content
  42. 42. Prioritise what most people want
  43. 43. Don’t blend service with policy
  44. 44. Make it simpler</li></li></ul><li>Make it simpler<br />
  45. 45. Do<br />
  46. 46. The usual stuff*<br />GVL<br />Page Priority<br />Wireframes<br />HTML5 / CSS3 / JQuery<br />CMS templates<br />Testing (load, user, QA etc)<br />Delivered on the day / zero downtime switch<br />*We care - our customers don’t<br />
  47. 47. The method<br />We did agile<br />We got stuff working in code as quickly as possible<br />We did the important things first<br />We built on others' work (UX Research, JQuery, boilerplate, mega menus)<br />We didn’t add bells and whistles until it was done<br />Web drove the process<br />We presumed, did and then asked<br />Design was UX not PR led<br />
  48. 48. The results<br />So far<br />
  49. 49.
  50. 50.
  51. 51.
  52. 52. Measuring contact<br />This is dummy data, but these metrics are measured<br />
  53. 53. Results?<br /><ul><li>Lowest monthly call volumes*
  54. 54. Need 6 months to be sure
  55. 55. Online reporting up 400%
  56. 56. 4 complaints (customers)
  57. 57. Lots of complaints (staff)
  58. 58. We can measure what matters
  59. 59. Build evidence for phase 2</li></ul>* If we don’t count Christmas, which we don’t,<br />
  60. 60. We have a ‘why’<br />
  61. 61. tips<br />If you want to do this<br />
  62. 62. Ask questionsno assumptions<br />
  63. 63. Ask yourself questions<br /><ul><li>Do customers need 15,000 pages?
  64. 64. Do we need a CMS ?
  65. 65. Do we need enterprise CMS?
  66. 66. Is our supplier adding value?
  67. 67. Do we have experts? Can they own this?
  68. 68. Can we get evidence?
  69. 69. Will anyone listen?
  70. 70. How do we deliver the message?</li></li></ul><li>Get evidence<br />
  71. 71. Have a clear message<br />
  72. 72. Don’t chase badgesDo chase customers<br />
  73. 73. Acceptyou will fail <br />a bit<br />
  74. 74. Be prepared to fight<br />a lot<br />
  75. 75. Know your limits<br />you can’t do everything at once<br />
  76. 76. Build agile<br />Let the experts get on with it<br />
  77. 77. Get us to help<br />If you need it*<br />*we are a LTD Company<br />
  78. 78. Take Top Tasks beyond the homepage (and the site)<br />
  79. 79. Thanks<br />www.ldlwebservices.co.uk<br />@kevinjump<br />@conormoody<br />

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