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Self service content principles: Gerry McGovern @ ConfabEU 2014

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Gerry McGovern at Confab Europe 2014. Keynote on how to create great content for online self-service

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Self service content principles: Gerry McGovern @ ConfabEU 2014

  1. 1. Self-Service Content Barcelona, Oct 1, 2014 Gerry McGovern gerry@customercarewords.com www.customercarewords.com @gerrymcgovern
  2. 2. • Cross-functional collaboration • Quality, not quantity • Design first for core / top tasks • Pair writing / collaboration • Start with strategy, not tool • Process for content
  3. 3. • Cohesive digital strategy • Cross-functional collaboration • Content & UX collaboration • Test quickly, test often • Findability • Structured content
  4. 4. • Structure / metadata • Internet of things & people
  5. 5. 5 million visits NO TIME TO UPDATE © Customer Carewords Ltd. customercarewords.com 6
  6. 6. In a year, how many pages can Susan professionally manage? 100?
  7. 7. 200?
  8. 8. 300?
  9. 9. 500?
  10. 10. 700?
  11. 11. 1,000?
  12. 12. Self-Service? Speed & Repetition Perfect for Self-Service Best Over The Phone A Mix of Channels Face-to-Face Most Suitable SLOW TO DO FAST TO DO HIGH REPETITION LOW REPETITION
  13. 13. Self-Service? Control vs Complexity Perfect for Self-Service Best Over The Phone A Mix of Channels Face-to-Face Most Suitable HIGH COMPLEXITY LOW COMPLEXITY HIGH DEMAND FOR CONTROL LOW DEMAND FOR CONTROL
  14. 14. Self-Service? Implications & Vulnerability Perfect for Self-Service Best Over The Phone A Mix of Channels Face-to-Face Most Suitable HIGH IMPLICATIONS LOW IMPLICATIONS ENABLED CUSTOMERS VULNERABLE CUSTOMERS
  15. 15. Self-Service? Service vs Self-Service Costs Perfect for Self-Service Best Over The Phone A Mix of Channels Face-to-Face Most Suitable LOW SERVICE STAFF COSTS HIGH SERVICE STAFF COSTS LOW SELF-SERVICE COSTS HIGH SELF-SERVICE COSTS
  16. 16. Planning permission LOW ONLINE DEMAND HIGH ONLINE DEMAND HIGH SELF-SERVICE COSTS LOW SELF-SERVICE COSTS Sweet Spot for Web Self-Service Self-service Sweet Spot Face-to-Face Sweet Spot Phone Sweet Spot Divorce Standard contract questions
  17. 17. Task 5 – Cloning Does Microsoft support producing multiple copies of a Windows Embedded POSReady 2009 image, using cloning? Task Performance Critical Issues TPI = 0 Median time on task (sec) = 162 Target time on task (sec) = 30
  18. 18. And the answer is .... YES
  19. 19. Online self-service principles 1.Simplicity 2.Convenience 3.Control 4.Speed 5.Price 6.Continuous improvement
  20. 20. SIMPLICITY
  21. 21. “Streamline" experience Prevent "distractions"
  22. 22. Whatever……
  23. 23. Content Publishing activity TINY TASKS TOP TASKS
  24. 24. CONVENIENCE
  25. 25. “dublin sunrise”
  26. 26. CONTROL
  27. 27. SPEED
  28. 28. Time Clicks Time to Click Revenue 50 ms None None None 200 ms -0.30% 500 ms None 500 ms -1% 1.2 sec -1.20% 1 sec -2% 2 sec -2.80% 2 sec -4.40% 3 sec -4.30% 2009 2 second delay 4% reduction in ad revenue
  29. 29. 2009 7 Seconds of Orientation
  30. 30. PRICE
  31. 31. CONTINIOUS IMPROVEMENT
  32. 32. We focus on user needs. RELENT LESSLY
  33. 33. Password recovery = Minor Issues (50-59) TPI = 59 November 2012 : Pretend you have forgotten the password for the Cisco account and take whatever actions are required to log in. 46 Success/Failure Rates Completion Time
  34. 34. 47
  35. 35. 48
  36. 36. Password Recovery = Fair (60-69) TPI = 68 Critical Time Issue Above 5.75 x Target 49 May 2013: Pretend you have forgotten the password for the Cisco account and take whatever actions are required to log in. Success/Failure Rates Completion Time Good 0-2.25 x Target Minor Time Issue 2.25-3.25 x Target Major Time Issue 3.25-5.75 x Target * All Failure times treated as 300 seconds
  37. 37. 50 “Implementing the improvements required coordinated effort from multiple IT teams, usability and experience design people, and even content editors.” AND EVEN CONTENT EDITORS!!! Martin Hardee, Director for Cisco.com
  38. 38. gerry@customercarewords.com +353 87 238 6136 @gerrymcgovern Thank you © Customer Carewords Ltd. customercarewords.com 51

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