1
The other end users,
7 steps to governance
Nirvana
Emma Knight
Digital Arts Network (Shift)
I work in an agency.
This is what I see.
3
Organisation
Operations /
Corp Comms
IT
4
Marketing / Comms
5
TV, Banners, Rad
io, websites
Speed and
reliability of
service
Call centres,
shops, support
6
Person
(Customer/client
/user/visitor)
TV, Banners,
Radio, websites
Speed and
reliability of
service
Call
centres, shops...
7
Person
(Customer/client
/user/visitor)
Agency
Principle 1
We have to know why….
9
Principle 2
We’re guided by users.
11
Organisation
Person
(Customer/client
/user/visitor)
Engaging your users…
1. Qualitative surveys and one on one
interviews
2. Watching them in their natural
environment
3. Usa...
17
Organisation
Person
(Customer/client
/user/visitor)
The other end users…
The people who operate, support
and add content to the self
service channels you create…
A real life example……
21
• 5yrs organic growth
• 20 autonomous
people
Imagine a
7000 page
website
22
• No structure
• No direction
• No owner
• No support
Not like
facebook,
linkedin
or twitter
20 people who know nothing about
building, building a house,
together.
In their spare time Doing as little
as possible
Not...
The Cabin in the Woods (2012) PlayStation Lemming (2012)
http://www.arngren.net / (2013)
26
Lots of content
+ lots of people
= Madness
Fact
27
28
29
30
31
Governance
32
Governance?
Giving people the tools to
do a great job and make the
right decisions.
http://www.arngren.net / (2013)
Kowloon Walled City
http://www.dailymail.co.uk/news/article-2139914/A-rare-insight-Kowloon-Walled-City.html (2013)
“That sounds
really expensive.”
Really?
Other expensive things:
• A total redesign every three years.
Other expensive things:
• A total redesign every three years.
• Lost clients and sales leads.
Other expensive things:
• A total redesign every three years.
• Lost clients and sales leads.
• Requiring a call center to...
Other expensive things:
• A total redesign every three years.
• Lost clients and sales leads.
• Requiring a call center to...
Good
governance is
hard to find….
It’s just a bit hard.
• It means people have to change the
way they do things.
• People don’t really like change.
• Unfort...
Use people, policies (what happens when?)
and standardised processes (how do I?)
To smash unnecessarily
ambiguity out of t...
From one of these, to a team of these
Lemming Doozers
Kowloon Walled City
From this
to this
Copenhagen
Kowloon Walled City Copenhagen 46
From this
to this
From this to thisFrom this
to this
48
How?
What's the process
There’s seven steps….
Governance model
Decide what will work with
the organisation to make
sure the new tools, the
project, and the people
who w...
Create THE gang
Gather a group of
interested people who
represent those who use
the tools, and create the
content.
Two
htt...
Vision & Success
Establish a vision, and
what success looks
like, figure out how to
measure it.
“Search
The performance an...
Metric (What) Measures (Why) Tool (How)
Ownership & Escalation
Define who owns the
whole experience and
who owns the integrity of
the content.
(Hint: they’re diff...
55
56
KPIs & Accountability
Give people the time and
incentive to keep the
tools up to date.
Five
Harvard Business Review (2004 ...
Measure & Iterate
What people use and
meet regularly to
figure out how to do
it better.
Six
https://www.kissmetrics.com/
59
Feed the machine
You’ve created the
machine, now train and
guide people on how to
add digital to their
content processe...
The 7 Step Process
1.Decide on a governance
model/approach for your new tools
2.Create your steering group
3.Establish a v...
61
But….
What about design
by committee?
• Appoint an owner of the site
experience,
• Empower them to make
decisions.
• Use researc...
But what about?
We can’t spare the
resource!
• Create less content.
• Invest in more effective
content that needs to be
up...
But what about?
Distributed
publishing
• If you don’t have the
resource to TRAIN, QA and
GOVERN a team of people
publishin...
65
From here..
Get Governing!
It’s fun and saves you
money in the long run*
*not actually proven.. but remember those
expensive things I ...
Agree on where your going,
measure as you go and check if
that’s the still the right direction.
Whose role is it
enforce the
‘compliance’ or staff
behavior to codes of
conduct?
Create order and
alignment internally
so you’re easier to
work with 
70
Person
(Customer/client
/user/visitor)
Create tools with & around
your people, empower them
to look after them 
Engaged staff =
Engagement with your
users
MANTRA
7272
“Start where you are, use what
you have, do what you can”
Arthur Ashe
73
74
What shopping
experience would you
prefer?
Kowloon Walled City Copenhagen
Text
Thanks!
Emma.knight@dan.co.nz
75
Website Governance Nirvana in 7 steps.
Website Governance Nirvana in 7 steps.
Website Governance Nirvana in 7 steps.
Website Governance Nirvana in 7 steps.
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Website Governance Nirvana in 7 steps.

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  • Because I specialize in redesigns and reducing and refocusing very large sites.
  • It’s something I’ve only recently discovered and embraced.. I use to work for a technology company and goverence meant the sharepoint user roles and approval flows we had to create.. I’ve since found it to be a bit wider reaching than that.. i.e. it involves working with people not just delivering technical platforms.
  • Yep governce can be cool and awesome.
  • Don’t try and push the proverbial up hill find people who can see the oppertunites and are excited
  • Design for analysis formulate the questions and design for the answers.
  • You need to have someone with the mandate and authority to tell people no they can’t publish that or to enforce standards.
  • Guidelines that go into the Governance document
  • This is a screen shot of a single customers journey using the tool kiss metrics..
  • And it means that when run these types of workshops they’re super short because you already have all the answers!
  • A small completely improvement project that is perfectly formed and finished beats a mega over designed monster that hits the world half baked – b/c you ran out of money during build
  • Website Governance Nirvana in 7 steps.

    1. 1. 1 The other end users, 7 steps to governance Nirvana Emma Knight Digital Arts Network (Shift)
    2. 2. I work in an agency. This is what I see.
    3. 3. 3 Organisation
    4. 4. Operations / Corp Comms IT 4 Marketing / Comms
    5. 5. 5 TV, Banners, Rad io, websites Speed and reliability of service Call centres, shops, support
    6. 6. 6 Person (Customer/client /user/visitor) TV, Banners, Radio, websites Speed and reliability of service Call centres, shops, s upport
    7. 7. 7 Person (Customer/client /user/visitor) Agency
    8. 8. Principle 1 We have to know why….
    9. 9. 9
    10. 10. Principle 2 We’re guided by users.
    11. 11. 11 Organisation Person (Customer/client /user/visitor)
    12. 12. Engaging your users… 1. Qualitative surveys and one on one interviews 2. Watching them in their natural environment 3. Usability testing 4. Co-design sessions with them to help define requirements and get ideas for how to develop products/channels 5. Creating personas and user stories 6. Defining key usage scenarios based on how people actually use systems
    13. 13. 17 Organisation Person (Customer/client /user/visitor)
    14. 14. The other end users…
    15. 15. The people who operate, support and add content to the self service channels you create…
    16. 16. A real life example……
    17. 17. 21 • 5yrs organic growth • 20 autonomous people Imagine a 7000 page website
    18. 18. 22 • No structure • No direction • No owner • No support Not like facebook, linkedin or twitter
    19. 19. 20 people who know nothing about building, building a house, together. In their spare time Doing as little as possible Not talking to each other
    20. 20. The Cabin in the Woods (2012) PlayStation Lemming (2012)
    21. 21. http://www.arngren.net / (2013)
    22. 22. 26 Lots of content + lots of people = Madness Fact
    23. 23. 27
    24. 24. 28
    25. 25. 29
    26. 26. 30
    27. 27. 31 Governance
    28. 28. 32 Governance? Giving people the tools to do a great job and make the right decisions.
    29. 29. http://www.arngren.net / (2013)
    30. 30. Kowloon Walled City http://www.dailymail.co.uk/news/article-2139914/A-rare-insight-Kowloon-Walled-City.html (2013)
    31. 31. “That sounds really expensive.”
    32. 32. Really?
    33. 33. Other expensive things: • A total redesign every three years.
    34. 34. Other expensive things: • A total redesign every three years. • Lost clients and sales leads.
    35. 35. Other expensive things: • A total redesign every three years. • Lost clients and sales leads. • Requiring a call center to field general enquiries.
    36. 36. Other expensive things: • A total redesign every three years. • Lost clients and sales leads. • Requiring a call center to field general enquiries. • Damage to the perception & trust of a brand.
    37. 37. Good governance is hard to find….
    38. 38. It’s just a bit hard. • It means people have to change the way they do things. • People don’t really like change. • Unfortunately - a tool’s just not going to fix it.
    39. 39. Use people, policies (what happens when?) and standardised processes (how do I?) To smash unnecessarily ambiguity out of the park. March forward toward shared goals. Fix conflict.
    40. 40. From one of these, to a team of these Lemming Doozers
    41. 41. Kowloon Walled City From this to this Copenhagen
    42. 42. Kowloon Walled City Copenhagen 46 From this to this
    43. 43. From this to thisFrom this to this
    44. 44. 48 How?
    45. 45. What's the process There’s seven steps….
    46. 46. Governance model Decide what will work with the organisation to make sure the new tools, the project, and the people who will look after them have the support they will need. One
    47. 47. Create THE gang Gather a group of interested people who represent those who use the tools, and create the content. Two http://projects.vrac.iastate.edu/REU2011/2011/08/03/stick-people-are-better-than-papers/ (2011)
    48. 48. Vision & Success Establish a vision, and what success looks like, figure out how to measure it. “Search The performance and ease of searching for all content on the new Intranet is vastly improved compared to our existing Intranet.” Three
    49. 49. Metric (What) Measures (Why) Tool (How)
    50. 50. Ownership & Escalation Define who owns the whole experience and who owns the integrity of the content. (Hint: they’re different people) Four
    51. 51. 55
    52. 52. 56
    53. 53. KPIs & Accountability Give people the time and incentive to keep the tools up to date. Five Harvard Business Review (2004 г)
    54. 54. Measure & Iterate What people use and meet regularly to figure out how to do it better. Six https://www.kissmetrics.com/
    55. 55. 59 Feed the machine You’ve created the machine, now train and guide people on how to add digital to their content processes. Seven Talk to digital manager about how to incorporate into online channels An Author's Guide to Scholarly Publishing (1996)
    56. 56. The 7 Step Process 1.Decide on a governance model/approach for your new tools 2.Create your steering group 3.Establish a vision and what success looks like, figure out how to measure it. 4.Define who owns the whole experience and who owns the integrity of the content. 5. Give people the time and incentive to keep the tools up to date. 6. Measure and meet regularly to figure out how to do it better. 5. Add digital to the process, and guide people on how to do it
    57. 57. 61 But….
    58. 58. What about design by committee? • Appoint an owner of the site experience, • Empower them to make decisions. • Use research and you business goals to focus decisions. (say no to opinionitis) Doozers
    59. 59. But what about? We can’t spare the resource! • Create less content. • Invest in more effective content that needs to be updated less often.
    60. 60. But what about? Distributed publishing • If you don’t have the resource to TRAIN, QA and GOVERN a team of people publishing their own content. • You don’t have enough resource for distributed publishing.
    61. 61. 65 From here..
    62. 62. Get Governing! It’s fun and saves you money in the long run* *not actually proven.. but remember those expensive things I mentioned. 6666
    63. 63. Agree on where your going, measure as you go and check if that’s the still the right direction.
    64. 64. Whose role is it enforce the ‘compliance’ or staff behavior to codes of conduct?
    65. 65. Create order and alignment internally so you’re easier to work with 
    66. 66. 70 Person (Customer/client /user/visitor)
    67. 67. Create tools with & around your people, empower them to look after them 
    68. 68. Engaged staff = Engagement with your users MANTRA 7272
    69. 69. “Start where you are, use what you have, do what you can” Arthur Ashe 73
    70. 70. 74 What shopping experience would you prefer? Kowloon Walled City Copenhagen Text
    71. 71. Thanks! Emma.knight@dan.co.nz 75

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