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@lisavation #GCDigital
Answers not Information
Using questions and
interaction to personalize
online services
Lisa Fast
Instructions: We are interested in whether you actually take
the time to read the directions. So, in order to demonstrate
...
Oppenheimer, Meyvis and Davidenko via https://www.linkedin.com/pulse/evidence-really-dont-read-instructions-lisa-fast
•Perception
What we see
Attention
What we focus on
People KNOW their
attention is limited – so they
spend it carefully.
Attention online appears
to be different than pape
Questions distill
personal meaning from
prose
not information
People are seeking
answers
Oppenheimer, Meyvis and Davidenko via https://www.linkedin.com/pulse/evidence-really-dont-read-instructions-lisa-fast
Intent was ‘Attention Filter’ – to filter out
Instead use interaction to funnel in
Design Patterns
for Answers not
Information
Use questions when there
is If – then – else…
Just one question or a full
wizard sequence
2013: IF applying in Canada THEN mail in or apply in person
ELSE IF applying from the US THEN mail in
First prototype tested
Final version
Use questions when:
there are exceptions to a
main path
Only 2 of 9 participants
succeeded at exception tasks
New video from usertesting
All participants succeeded
Use interaction for: any
math at all, or even
tables of numbers
2014
2017
Use radio buttons for: a
long list of policies by type
of person or activity
Work Permit 2014
14 /19 participants found right page
Only 10 derived the correct answer
Tricky: if you DO fit one of these
categories – you DON’T need a
work permit.
2016
All correctly selected “My job is not on
the list” but only 11/16 solved the task.
People didn’t see answer (perception!)
...
Created a prototype with
Survey Gizmo – embedded it on
Canada.ca page
Tested again
10/10 successfully found the answer
Answers not information
Tip: Use SurveyGizmo or other survey
software embedded on a page to
design, prototype and test.
Live page with WET
Field F...
This registration page
you used was
embedded
SurveyGizmo
Questions?
@lisavation
lisa@vation.ca
lisa.fast@tbs-sct.gc.ca
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People come to government web sites to do and find things. They seek answers to their specific tasks, not information. This presentation lays out the psychological underpinnings and design patterns for using questions and interaction to personalize online government services.

Videos have been removed but a video of the presentation, including videos, is available via Lisa's linked in profile.

Published in: Design
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Answers not Information

  1. 1. @lisavation #GCDigital Answers not Information Using questions and interaction to personalize online services Lisa Fast
  2. 2. Instructions: We are interested in whether you actually take the time to read the directions. So, in order to demonstrate that you have read the instructions, please ignore the question below. Instead, simply put your hand on your opposite shoulder. Thank you. Do you use or contribute to Canada.ca? Yes – put your hand up No
  3. 3. Oppenheimer, Meyvis and Davidenko via https://www.linkedin.com/pulse/evidence-really-dont-read-instructions-lisa-fast
  4. 4. •Perception What we see Attention What we focus on
  5. 5. People KNOW their attention is limited – so they spend it carefully.
  6. 6. Attention online appears to be different than pape
  7. 7. Questions distill personal meaning from prose
  8. 8. not information People are seeking answers
  9. 9. Oppenheimer, Meyvis and Davidenko via https://www.linkedin.com/pulse/evidence-really-dont-read-instructions-lisa-fast
  10. 10. Intent was ‘Attention Filter’ – to filter out Instead use interaction to funnel in
  11. 11. Design Patterns for Answers not Information
  12. 12. Use questions when there is If – then – else… Just one question or a full wizard sequence
  13. 13. 2013: IF applying in Canada THEN mail in or apply in person ELSE IF applying from the US THEN mail in
  14. 14. First prototype tested
  15. 15. Final version
  16. 16. Use questions when: there are exceptions to a main path
  17. 17. Only 2 of 9 participants succeeded at exception tasks
  18. 18. New video from usertesting All participants succeeded
  19. 19. Use interaction for: any math at all, or even tables of numbers
  20. 20. 2014
  21. 21. 2017
  22. 22. Use radio buttons for: a long list of policies by type of person or activity
  23. 23. Work Permit 2014 14 /19 participants found right page Only 10 derived the correct answer
  24. 24. Tricky: if you DO fit one of these categories – you DON’T need a work permit.
  25. 25. 2016
  26. 26. All correctly selected “My job is not on the list” but only 11/16 solved the task. People didn’t see answer (perception!) • team had missed prototyping step
  27. 27. Created a prototype with Survey Gizmo – embedded it on Canada.ca page Tested again
  28. 28. 10/10 successfully found the answer
  29. 29. Answers not information
  30. 30. Tip: Use SurveyGizmo or other survey software embedded on a page to design, prototype and test. Live page with WET Field Flow plug-in Surveygizmo prototype https://toufics.github.io/visit-demo/IRCC/visit/pre-find-en.htmlhttps://neoinsight.github.io/smartpages/sdingov/pg2.html
  31. 31. This registration page you used was embedded SurveyGizmo
  32. 32. Questions? @lisavation lisa@vation.ca lisa.fast@tbs-sct.gc.ca

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