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Customer Centric Point Of View


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Presentation at 2010 TAIRS Conference -- provides a basic introduction to personas, defining top tasks, and usability testing for I&R resource specialists.

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Customer Centric Point Of View

  1. 1. Taking A Customer Centric Point of View of Your Online Database David Smith, CRS 2010 TAIRS Conference Copies of this presentation will be made available at following the conference.
  2. 2. AIRS Standards <ul><li>Service Delivery Standard 6 : Additional Channels for Access </li></ul><ul><ul><li>You must place all or part of your database online. </li></ul></ul><ul><ul><li>It must meet certain criteria for search features. </li></ul></ul><ul><ul><li>Records have to be displayed in such a way that the inquirer can make an informed choice. </li></ul></ul>
  3. 3. AIRS Standards <ul><li>Quality Indicator #5 </li></ul><ul><ul><li>The main role of technology is to enhance or strengthen person-to-person contact, not to reduce or discourage such contact or make it more difficult. </li></ul></ul><ul><ul><li>The I&R service develops strategies and procedures to ensure that all inquirers receive comparable benefit, either directly or indirectly, from the use of technology. It evaluates the pros and cons of a particular piece of technology prior to implementation to assure that one group of inquirers does not benefit while the needs of other groups are ignored. </li></ul></ul>
  4. 4. Six Non-Negotiable Standards for High-Quality Information Online <ul><li>&quot;When the American people need government information and services online, they should be able to: </li></ul><ul><li>Easily find relevant, accurate, and up-to-date information; </li></ul><ul><li>Understand information the first time they read it; </li></ul><ul><li>Complete common tasks efficiently; </li></ul><ul><li>Get the same answer whether they use the web, phone, email, live chat, read a brochure, or visit in-person; </li></ul><ul><li>Provide feedback and ideas and hear what the government will do with them; </li></ul><ul><li>Access critical information if they have a disability or aren’t proficient in English.&quot; </li></ul>Source: 2008 White Paper, Putting Citizens First : Transforming Online Government, by the Federal Web Manager’s Council.
  5. 5. Basic Questions <ul><li>Who is looking at your website? </li></ul><ul><li>What do they want? </li></ul><ul><li>How are you doing? </li></ul>
  6. 6. Basic Techniques <ul><li>Who is looking at your website? </li></ul><ul><ul><li>User Personas </li></ul></ul><ul><li>What do they want? </li></ul><ul><ul><li>Complete Top Tasks </li></ul></ul><ul><li>How are you doing? </li></ul><ul><ul><li>Usability Testing </li></ul></ul>
  7. 7. Personas
  8. 8. What Is A Persona? <ul><li>A persona is a fictional person who represents a major user group for your site. </li></ul><ul><li>Personas help you identify major user groups of your Web site. You select the characteristics that are most representative of those groups and turn them into a persona. </li></ul>
  9. 9. Review Persona Handouts <ul><li>Policy Gatekeeper </li></ul><ul><ul><li> </li></ul></ul><ul><li>Low-Income Families and Individuals </li></ul><ul><ul><li> </li></ul></ul>
  10. 10. Essential Elements Of A Persona <ul><li>A name (a real name like Greg or Madeline, etc.) </li></ul><ul><li>Age </li></ul><ul><li>A photo </li></ul><ul><li>Personal information, including family and home life </li></ul><ul><li>Work environment (the tools used and the conditions worked under, rather than a job description) </li></ul><ul><li>Computer proficiency and comfort level with using the Web </li></ul><ul><li>Pet peeves and technical frustrations </li></ul><ul><li>Attitudes </li></ul><ul><li>Motivation or &quot;trigger&quot; for using a high-tech product (not just tasks, but end results) </li></ul><ul><li>Information-seeking habits and favorite resources </li></ul><ul><li>Personal and professional goals </li></ul><ul><li>Candid quotes </li></ul>
  11. 11. Team Exercise
  12. 12. Task Analysis
  13. 13. What Is A Top Task? <ul><li>A top task is a task that many of customers/staff need to regularly complete on your public website </li></ul>
  14. 14. Managing the Long Neck Source : Gerry McGovern
  15. 15. The Long Neck
  16. 16. Source: Top Caller Requests
  17. 17. Group Exercise : What Are the Top Tasks for a Typical I&R Website?
  18. 18. Usability Testing
  19. 19. Basic Approach <ul><ul><li>Get hold of some representative users. </li></ul></ul><ul><ul><li>Ask the users to perform representative tasks with the design. </li></ul></ul><ul><ul><li>Observe what the users do, where they succeed, and where they have difficulties with the user interface. </li></ul></ul><ul><ul><li>Shut up and let the users do the talking. </li></ul></ul>Source: Usability 101
  20. 20. Volunteer
  21. 21. How Many Testers?
  22. 22. Define A Scenario <ul><li>A scenario is a short story about a specific user with a specific goal at your site. </li></ul><ul><li>Example : </li></ul><ul><ul><li>I’m the outreach specialist for a teen hotline. How can I check to see if my program is listed in the 2-1-1 database? If not, what do I need to do? </li></ul></ul>
  23. 23. Define Success <ul><li>User successfully completes task. </li></ul><ul><li>User successfully completes task within [X] search word attempts or [Y] minutes </li></ul>
  24. 24. Define Failure <ul><li>User gives up. </li></ul><ul><li>User fails to complete task within [X] minutes. </li></ul><ul><li>Technical problems prevent the user from completing the task. </li></ul>
  25. 25. Don’t Ignore the Disaster <ul><li>User completes task, but the result was wrong. </li></ul>
  26. 26. Individual Exercise <ul><li>Create A Testing Scenario for Your Own Website </li></ul><ul><li>Pick A Persona </li></ul><ul><li>Pick A Task </li></ul><ul><li>Develop A Scenario </li></ul><ul><li>Define Successful and Other Outcomes </li></ul>
  27. 27. Recap <ul><li>Know Your Customers </li></ul><ul><li>Know What They Want </li></ul><ul><li>Test Whether Your Website Delivers What They Want </li></ul><ul><li>Make Changes Based Upon Test Results </li></ul><ul><li>Repeat Cycle Forever </li></ul>
  28. 28. Bonus Content
  29. 29. Strategies Other I&Rs Are Using To Bridge the KSA Gap <ul><li>2-1-1 Connecticut E-Library </li></ul><ul><li>Custom “Browse By Taxonomy” Categories </li></ul>
  30. 30. Resources <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>Visit these websites, join their newsletters, read their books
  31. 31. And Then Let’s Talk About What’s Next <ul><li>David Smith </li></ul><ul><li>[email_address] </li></ul><ul><li>713-685-2824 </li></ul><ul><li> </li></ul>