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Introduction to GOV.UK and user needs

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A presentation by Louise Russell and Abby Rudland from Local Direct. The presentation covers how GOV.UK was developed and how it puts user needs at the heart of content design.

Published in: Internet, Technology
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Introduction to GOV.UK and user needs

  1. 1. How did we get here?
  2. 2. In 2004 the government web went from a loosely coordinated collection of websites...
  3. 3. to something a bit simpler... Directgov Business Link
  4. 4. A tremendous achievement, which brought enormous benefits, but it’s time to move on again Directgov Business Link
  5. 5. The web is now mainstream Users expect high quality service experiences And businesses know how to deliver them
  6. 6. Revolution not evolution
  7. 7. They went from this... directgov businesslink Directgov Business Link
  8. 8. ...to a single domain Mainstream Users & Needs Specialist Users & Needs GOV.UK
  9. 9. Focused on user needs, not government needs
  10. 10. Simpler
  11. 11. Clearer
  12. 12. Faster
  13. 13. Simpler Clearer Faster…….
  14. 14. Simpler Clearer Faster……. …..and loads cheaper
  15. 15. It’s saved money.. £42 million (2012/2013) by replacing Directgov, BusinessLink, departmental sites and related organisation sites with GOV.UK
  16. 16. E.g. Online: 22p Phone: £4.11 Post: £6.62 Digital by default 20 x cheaper than phone, 30 x cheaper than post 50 x cheaper than face-to-face
  17. 17. It does less
  18. 18. It does less
  19. 19. It’s focussed on tasks - getting to the “quick do”
  20. 20. It optimises for the common case but doesn’t ignore the edge case
  21. 21. GOV.UK is big…
  22. 22. It’s won awards Design of the Year 2013 D&Ad Awards 2013
  23. 23. What does this mean for local government?
  24. 24. There are 134 journeys from GOV.UK to local government
  25. 25. Let’s talk technical But not for long!
  26. 26. Small teams of world-class developers, designers and managers Tight control of experience design Iterative, agile, user-focused product development
  27. 27. They’re building GOV.UK the way Google build Google and Amazon build Amazon
  28. 28. They’re using open source and making that source freely available
  29. 29. GOV.UK is being extensively and continuously tested and improved so it works better for users
  30. 30. GOV.UK – putting user needs at the heart of content design
  31. 31. What is a user need?
  32. 32. Who’s the audience? What’s the action? Why do they want to do it?
  33. 33. Defining the user need “As a _______ I want to ________ so that I can ________”
  34. 34. Defining the user need “As a self-employed person I want to file my tax return so that I can avoid nasty fines.”
  35. 35. “As a self-employed person I want to file my tax return so that I can avoid nasty fines.”
  36. 36. Designing Content
  37. 37. Content should be as short, simple and specific as possible Users won’t read your content - so don’t make them!
  38. 38. Front-load sentences with the important stuff If it’s not essential, leave it out Break it up. Use - short sentences and paragraphs - subheads - lists - active voice

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