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Answers not Information


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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 Yes – put your hand up No
  3. 3. Oppenheimer, Meyvis and Davidenko via
  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
  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 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
  31. 31. This registration page you used was embedded SurveyGizmo
  32. 32. Questions? @lisavation