Creating better customer
experiences online
Brussels,
Brussels Dec 4 2013
4,
Gerry McGovern
y
gerry@customercarewords.com
...
A

B
Kreftforeningen jobber med å forbedre sitt tilbud på nett.

Tasks

Total Vote

% of T t l
f Total
Vote 22950

Cumulative
C...
Kreftforeningen jobber med å forbedre sitt tilbud på nett.
7.0%

6.0%

Vote

5.0%

4.0%
4 0%

3.0%

2.0%

1.0%

0.0%
1

6
...
Kreftforeningen jobber med å forbedre sitt tilbud på nett.

Tasks
60 Volunteer
61 Give gift to the Cancer Society
62
63
64...


From 5,000 to 1,000 pages (80% decrease)



70% increase in one-time donations



88% increase in monthly donors regi...
45 to 6
5,000 to 1,000
5 000 t 1 000
The World’s Very
First W b i
Fi Website (1992)

2013
2013 Best
Design of
g
the Year
£10 billion savings: 2012 / 2013

We focus on
user needs
needs.

O t s £10bn, G S as been
Of this £ 0b , GDS has bee
respo...
2011
2011
2013
✓Deleted 50% of all content
✓Use of the Loan calculator
increased by 236%

✓Traffic to the most important
product informat...
“Just get rid of the crappy stuff
and focus on the good stuff ”
stuff.”
“We make progress by eliminating
We
things, by rem...
35
6 December 2013

© 2011 - Customer
Carewords Ltd
87%

Telenor –
reduction of pages





Total pages reduced from 4,000
p g
,
to 500
Conversion rate 100% up
C
i
t
Email...
37
6 December 2013

© 2011 - Customer
Carewords Ltd
49

Country surveys / 
reviews / reports
Compare country 
statistical data
Statistics on one 
particular topic
Browse a 
p...
Top 20 Tasks
Tasks
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20

Country surveys / reviews / reports
y
y
p
Compare c...
Bottom 20 Tasks
Total Vote

% of Total
Vote 31800

Find a local library with OECD publications
How OECD i t
H
interacts wi...
DELL POWEREDGE SERVERS ARE
‘From the start, our entire
From
g
business--from design to
manufacturing to sales--was
oriented around listening to the
c...
“Streamline"
“St
li "
experience
Prevent
"distractions"
distractions
Meet the Google guys!

New Improved Search

Sergey B i
S
Brin

Google is delighted to announce
the launch of our new impro...
Mary Meeker, 2010
Places
Pl

Populated
Area

FVCS

Large Metro
Area

Capital Cities
Of Canada
Useless
Links

Stuff
Infinity &
Beyond

Tools

FAQS

Content

Slow Links
TOP TASKS
IDENTIFICATION
Tasks Pie Chart

44

1

2

3

4
5
6
7
8

Top 25%

26-50%
26 50%

51 75%
51-75%

20

14
Shortlist
Possible complications of a
Check symptoms
y p
condition / disease
Basic facts about conditions / How is a condi...
Talk to a health professional
(phone, website chat, email)

Shortlist

Get a second opinion
Further research (statistics
(...
Longlist
Browse over a dozen
doctor written and
reviewed (yet easy to
read) medical
90 days with StayQuit
encyclopedias
A ...
Sources for Longlist
1. Organization strategy
2.
2 Stakeholder reviews
3. Existing website
4. Top search terms (annual)
5....
Shortlisting
RULES
NO BRANDS
NO GOALS
•
•
•
•
•

I'd like to be happier
I'd like to have more energy
I'd like to improve my family's health
I'd like to...
NO ORG WORDS
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20

l
ta

m
al

To

3

Fe

2

Check symptoms
Basic facts about conditions / dise...
NO TOOLS / FORMATS
•
•
•
•
•
•
•
•

Calculators
Interactive Health Tutorials
Medical Podcasts
Personal Health Tools
Pictur...
NOT TOO HIGH
•
•
•
•
•
•
•
•

Facts and Figures
Conditions
C diti
Diseases
Find
Fi d services
i
Frequently asked health qu...
NOT TOO LOW
•
•
•
•
•
•

Emergency contraception
E
t
ti
Nonprofit Agencies
Poems and stories about h lth
P
d t i
b t healt...
DISEASES / CONDITIONS
•
•
•
•
•
•
•

Basic facts about conditions / diseases
Different types of a condition / disease
How ...
NO OVERLAPS
In researching a condition / disease what 5 factors are most important to you?

Tasks

Duplicate

Book your GP...
NO DEMOGRAPHICS
Tasks
Where can I find a diabetes
clinic?
Which Health Screenings Do
You Need?
Women
Women's health
Women'...
AVOID VERBS
AVOID REPETITION
•
•
•
•
•
•
•
•
•
•
•

Health bookshop
Health Calculators
Health check
Health Check Tools
Health director...
COMPLETE
Find a job
Find my nearest (school, library, etc)
Freedom of information, privacy
Grants, funds and awards
Housin...
Top 20 Tasks
Tasks
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20

Total Vote

% of Total
Vote 16320

Cumulative
Vote
...
ONE TASK
•
•
•
•

Choose a Doctor, find a clinic
Drugs info, symptom checker
info
Nutrition and Fitness
News and events

•...
Category Questions
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20

Check symptoms
Basic facts about conditions / diseases
Book an appoint...
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20

Check symptoms
Basic facts about conditions / diseases
Book an appointme...
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20

Check
Ch k symptoms
t
Basic facts about conditions / diseases
Book an ap...
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20

Check symptoms
y p
Basic facts about conditions / diseases
Book an appoi...
During treatment for a
stomach ulcer, Deborah
t
h l
D b
h
Knifton was devastated to
find out that she had
stomach cancer A...
34%
TASK
PERFORMANCE
INDICATOR
Step 1: Determine Tasks

Determine 6
D t
i 612 f
frequently
tl
used tasks.
d
k
110
Task Question Checklist
1.

Based on top tasks
p

2.

Repeatable

3.

Representative & typical—fix it,
fix many
y

4.

Uni...
Task Q
T k Question Checklist
ti Ch kli t
8.
8

Emotionally neutral

9.

Not confidential

10.

Clearly different from oth...
Tasks Pie Chart

49

Country surveys / 
reviews / reports
i
/
t
Compare country 
statistical data
Statistics on one 
Stati...
Top 20 Tasks
Tasks
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20

Country surveys / reviews / reports
y
y
p
Compare c...
Task 1 1 Japan
What are the OECD’s latest recommendations
regarding Japan’s health-care system?
Japan s health care
Task 2...
Step 2: Recruit Participants

Recruit 5-18
R
it 5 18
representative
p
people
117
Remote Measurement Sessions
1. Record session
2. “We are not measuring you”
3. Measure time for each task.
4. Observe prob...
119
Task 5 – Box 1.2 Employment
What is the title of Box 1.2 on page 73 of OECD Employment Outlook
p g
p y
2009?

Task Perform...
Subscribers and readers at subscribing institutions
Government officials with accounts
Accredited journalists
Non-subscrib...
Task 5 – Box 1.2 Employment
What is the title of Box 1.2 on page 73 of OECD Employment Outlook
p g
p y
2009?

Task Perform...
Task 5 performance =
k
f

Excellent (80‐100) 
(
)

TPI = 97

Browse free publication: What is the title of Figure 1.1 on p...
133
134
135
Unpaid leave
Task 5 You’d like to take six months off work to
You d
travel the world (without resigning).
You've worked wi...
137
138
139
140
141
TOP TASKS
@
Making downloading
software easier
Gerry McGovern
y
gerry@customercarewords.com
www.customercarewords.com

@ge...
240m

4.2m

3m

3m

annual visits
to Cisco.com

social reach

mobile web
visitors

73m

2m

customer app
Downloads*
(6x Yo...
© 2010 Cisco and/or its affiliates. All rights reserved.

Cisco Confidential

144
Continuous Improvement

Identify
Top
Tasks

Measure
Top
Tasks

Task
Based
Support
Tasks Voting Trends
Tasks
Download software, firmware, drivers, patches, updates
Configure / set up a product (tech guides...
Tasks Pie Chart

43

Download
software,
software
firm…
Configure / set
up a pr…
Top 25%

Troubleshootin
g (bug fi…

26-50%...
2010
15 St
Steps
Downloading S ft
D
l di Software
for 7920
280 seconds approx
Path 1
1
Path 1

2
Path 1
3
2
4

5

6
Path 1

7

“I’m assuming that one of
these is the one I want.
want.”
Path 1

8
Path 1

9
Path 1

10
Path 1

11
Path 1

12
Path 1

13
Path 1

14
Path 1

15

“There are a lot of steps
before you get to download”
Task 1 performance =
k
f

Very Good

Download firmware: Obtain the latest firmware for your RV082 router 
Download firmwar...
Task 1 performance =
k
f

Very Good

Download firmware: Obtain the latest firmware for your RV082 router 
Download firmwar...
1

2

3

4
Copyright © Gerry McGovern: www.gerrymcgovern.com

165
Words Per Search

2007

2009

2012
Search Click
Result Through

20 million clicks
650,000 searchers

1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22...
First 2 Search Results
45

40

42%

40

35

35

34%

30

30

25

25
20
20
15

15
10

8%

12%

10

5

5

0

0
1

2

1

Sour...
1,500 intranet searches

25,000

20,000

5% of searches = 35% of volume
15,000

10,000

Long Neck
5,000
5 000

0
1

78

15...
Search Performance Indicator
Rank
R k
1) Top 100-500 search terms

2) “Correct page” for each term
3) Search with each ter...
25,000

Search Term

20,000

classical studies
classical studies department
classical latin
classical greek
classics cours...
Copyright Eyetrack III 2004
Copyright © Gerry McGovern: www.gerrymcgovern.com 178
“Most people
just look at the
first 3 4 words ”
3-4 words.”
Eyetrack III 2004
Nielsen 2011

Copyright © Gerry McGovern: ww...
Copyright © Gerry McGovern: www.gerrymcgovern.com 180
Customer Satisfaction Survey
Our mission statement is to provide employees with the very latest and most accurate
marketin...
10 words or less

Specific

General
Copyright © Gerry McGovern: www.gerrymcgovern.com 186
(the search engine)
188
@gerrymcgovern
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks
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Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks

  1. 1. Creating better customer experiences online Brussels, Brussels Dec 4 2013 4, Gerry McGovern y gerry@customercarewords.com www.customercarewords.com @gerrymcgovern
  2. 2. A B
  3. 3. Kreftforeningen jobber med å forbedre sitt tilbud på nett. Tasks Total Vote % of T t l f Total Vote 22950 Cumulative C l ti Vote Cumulative C l ti Tasks 1346 951 876 860 820 5.9% 4.1% 3.8% 3 8% 3.7% 3.6% 5.9% 10.0% 13.8% 13 8% 1.3% 2.5% 3.8% 3 8% 17.6% 5.1% 21.1% 6.3% 710 634 585 560 513 501 490 488 452 451 3.1% 2.8% 2 8% 2.5% 2.4% 2.2% 2.2% 2.1% 2 1% 2.1% 2.0% 2.0% 24.2% 27.0% 27 0% 29.6% 32.0% 34.2% 36.4% 38.5% 38 5% 40.7% 42.6% 44.6% 7.6% 8.9% 8 9% 10.1% 11.4% 12.7% 13.9% 15.2% 15 2% 16.5% 17.7% 19.0% 440 429 423 1.9% 1 9% 1.9% 1.8% 46.5% 46 5% 20.3% 20 3% 48.4% 50.2% 21.5% 22.8% 416 1.8% 52.0% 24.1% 398 1.7% 53.8% 25.3% Treatment of Cancer (therapies , adverse effects , risks, 1 prognosis) 2 Symptoms of cancer Preventing cancer - what can you do? ti h t d ? 3 P 4 Cancer (symptoms, prognosis, treatment) 5 Research (latest results) Top 25% Choosing a hospital for cancer treatment (waiting times, 6 best deals) 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Patients P ti t - what rights do you have? h t i ht d h ? Relatives - how to deal with it? Waiting times (treatment, reconstruction, rehabilitation) Nutrition and diet to prevent cancer Examining yourself - this is how you do it Ask professionals for advice (e mail phone chat) (e-mail, phone, Children and young people with cancer Suspicion of cancer Mass screenings (mammograms, prostate, cervix) Life after cancer treatment (return to work and everyday ) Diagnoses (various cancers) Doctor Visit - what to think about and ask? Norwegian Labour and Welfare Administration and hospitals Classes and groups for people with cancer and their families 26-50% 26 50% 51-75%
  4. 4. Kreftforeningen jobber med å forbedre sitt tilbud på nett. 7.0% 6.0% Vote 5.0% 4.0% 4 0% 3.0% 2.0% 1.0% 0.0% 1 6 11 16 21 26 31 36 41 Tasks 46 51 56 61 66 71 76
  5. 5. Kreftforeningen jobber med å forbedre sitt tilbud på nett. Tasks 60 Volunteer 61 Give gift to the Cancer Society 62 63 64 65 66 67 68 69 70 71 72 73 74 75 76 77 78 79 The Varde center (opening hours, contact details, quotations) Local offices of the Cancer Society Aids (prostheses, wigs) Online shop (Pink Ribbon, Livestrong bands) p( , g ) Employees of the Cancer Society Sexuality and cancer Press releases Vacancies Donation in connection with funeral Annual statement for tax return Testament - help with writing will/testament Businesses - how to support the Cancer Society? Change / register information about the donor / membership Starting a collection Annual report of the Cancer Society Memory Gift ("In memory of ...") Legacy gift (how to give ) Tax deductions for donations to the Cancer Society Total Vote % of Total Vote 22950 Cumulative Vote Cumulative Tasks 99 92 0.4% 0.4% 96.7% 97.1% 75.9% 77.2% 76 74 73 64 61 49 47 35 26 25 25 23 0.3% 0.3% 0.3% 0.3% 0.3% 0.2% 0.2% 0.2% 0.1% 0.1% 0.1% 0.1% 97.4% 97.8% 98.1% 98.3% 98.6% 98.8% 99.0% 99.2% 99.3% 99.4% 99.5% 99.6% 78.5% 79.7% 81.0% 82.3% 83.5% 84.8% 86.1% 87.3% 88.6% 89.9% 91.1% 92.4% 19 18 16 13 11 11 0.1% 0.1% 0.1% 0.1% 0.0% 0.0% 99.7% 99.8% 99.8% 99.9% 100.0% 100.0% 93.7% 94.9% 96.2% 97.5% 98.7% 100.0%
  6. 6.  From 5,000 to 1,000 pages (80% decrease)  70% increase in one-time donations  88% increase in monthly donors registered  164% increase in members registered  348% increase in incoming links g  80% increase in visitors
  7. 7. 45 to 6 5,000 to 1,000 5 000 t 1 000
  8. 8. The World’s Very First W b i Fi Website (1992) 2013
  9. 9. 2013 Best Design of g the Year
  10. 10. £10 billion savings: 2012 / 2013 We focus on user needs needs. O t s £10bn, G S as been Of this £ 0b , GDS has bee responsible for over £500m. “What’s helped us achieve that? In p large part it’s because at GDS we focus on user needs Relentlessly needs. Relentlessly. This might sound at odds with a drive towards efficiency, but we have found it to be the best way to reduce cost.” cost Mike Bracken, Digital Director, GDS
  11. 11. 2011
  12. 12. 2011
  13. 13. 2013
  14. 14. ✓Deleted 50% of all content ✓Use of the Loan calculator increased by 236% ✓Traffic to the most important product information and services increased by 520%
  15. 15. “Just get rid of the crappy stuff and focus on the good stuff ” stuff.” “We make progress by eliminating We things, by removing the superfluous.”
  16. 16. 35 6 December 2013 © 2011 - Customer Carewords Ltd
  17. 17. 87% Telenor – reduction of pages     Total pages reduced from 4,000 p g , to 500 Conversion rate 100% up C i t Emails to customer service down by 35% (key channel) Customer satisfaction ratings up 36
  18. 18. 37 6 December 2013 © 2011 - Customer Carewords Ltd
  19. 19. 49 Country surveys /  reviews / reports Compare country  statistical data Statistics on one  particular topic Browse a  publication  online for f… 11 6
  20. 20. Top 20 Tasks Tasks 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Country surveys / reviews / reports y y p Compare country statistical data Statistics on one particular topic Browse a publication online for free Working papers Publication by topic Basic facts, summaries and overviews Statistics on one particular country Statistical forecasts / projections Access to raw data International guidelines and standards (corporate governance, governance tax havens, etc ) havens etc.) Statistical sources and methods What's new (hot topics, recent publications, events) OECD policy advice by topic, country OECD Annual Report Publication by country y y Best practice in policy implementation Publication by title Simple, easy-to-understand tables and graphs News releases Total Vote % of Total Vote 31800 Cumulative Vote Cumulative Carewords 2178 1960 1869 1610 1530 1478 1379 1285 1210 1051 7% 6% 6% 5% 5% 5% 4% 4% 4% 3% 7% 13% 19% 1% 3% 4% 24% 6% 29% 33% 38% 42% 46% 49% 7% 9% 10% 11% 13% 14% 1025 1019 1004 843 784 746 739 614 613 542 3% 3% 3% 3% 2% 2% 2% 2% 2% 2% 52% 55% 58% 16% 17% 19% 61% 20% 64% 66% 68% 70% 72% 74% 21% 23% 24% 26% 27% 29% Top 25% 26-50% 26 50% 51 75% 51-75%
  21. 21. Bottom 20 Tasks Total Vote % of Total Vote 31800 Find a local library with OECD publications How OECD i t H interacts with non-member countries t ith b ti Subscriptions to OECD services Photos / images / videos OECD Annual Forum / Ministerial Council Meeting Have your say (public consultation and participation) How OECD is funded (budget) How peer review works Find OECD officials (secretary-general, directors, ambassadors) Acronyms, abbreviations Personalize the website (MyOECD) Press conferences (calendar, accreditation) 92 92 90 80 73 71 70 60 0% 0% 0% 0% 0% 0% 0% 0% 97% 97% 97% 97% 98% 98% 98% 98% 73% 74% 76% 77% 79% 80% 81% 83% 59 57 56 56 0% 0% 0% 0% 99% 99% 99% 99% 84% 86% 87% 89% Find a local bookshop / distributor for OECD publications Publishing rights and permissions What's involved in OECD membership Secretary-General speeches and activities S t G l h d ti iti Find OECD locations Tours of the OECD Hotels near OECD locations Password problems 51 45 44 39 38 37 24 23 0% 0% 0% 0% 0% 0% 0% 0% 99% 99% 99% 100% 100% 100% 100% 100% 90% 91% 93% 94% 96% 97% 99% 100% Tasks 51 52 2 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 Cumulative Vote Cumulative Carewords
  22. 22. DELL POWEREDGE SERVERS ARE
  23. 23. ‘From the start, our entire From g business--from design to manufacturing to sales--was oriented around listening to the customer, responding to the customer, and delivering what t d d li i h t the customer wanted ’ wanted. Michael Dell
  24. 24. “Streamline" “St li " experience Prevent "distractions" distractions
  25. 25. Meet the Google guys! New Improved Search Sergey B i S Brin Google is delighted to announce the launch of our new improved search. It’s now even easier to search on our website. Read More Google News! Google Primes for Mobile Search Surge Google launches iGoogle Artist Themes Google Lets AdWords Users Buy TV Ads Google Ads Street View To Driving Directions Google looking to map the abyss WELCOME TO OUR WEBSITE!!
  26. 26. Mary Meeker, 2010
  27. 27. Places Pl Populated Area FVCS Large Metro Area Capital Cities Of Canada
  28. 28. Useless Links Stuff Infinity & Beyond Tools FAQS Content Slow Links
  29. 29. TOP TASKS IDENTIFICATION
  30. 30. Tasks Pie Chart 44 1 2 3 4 5 6 7 8 Top 25% 26-50% 26 50% 51 75% 51-75% 20 14
  31. 31. Shortlist Possible complications of a Check symptoms y p condition / disease Basic facts about conditions / How is a condition diseases diagnosed? Rate my hospital, GP, Book an appointment online chemist, etc Get advice from a doctor / nurse (phone, website chat, email) Can I get this on the NHS? What to do based on your symptoms s mptoms Safe se / famil planning sex family Best place to go for help (GP, A & E, clinic, walk-in centre, Description of operation / pharmacist) procedure When to seek urgent medical Things to do to improve attention chances of recovery Choose best place to get treatment based on what Get your medical records other patients say online How a condition / disease Health issues related to ageshould be treated group Compare hospitals on convenience (location, What d i Wh to do in a medical di l parking, public transport, ki bli emergency visiting hours) Get test results online Opening times (GPs, clinics, chemists) Can I treat this myself? Seriousness of a condition / disease (prognosis) Diet, food and nutrition Compare hospitals based on quality of care (infection rates, MRSA, surgical errors, death rates) Contact details for hospitals, GPs, gyms, etc Treating common health problems at home Choose a GP that's right for you Tips for coping with a condition / disease Medicine / Drug guide (side effects, interactions, effects interactions pill identifier, dosage) How different treatments work Cost of treatment Appointment reminders Treatment success rate Other illnesses with symptoms like this Compare treatment options Drug-free treatments (counseling, therapy, yoga) Reduce your risk Different types of a condition / disease di Find support groups, helplines Travel health (emergencies, immunisation, immunisation European Health Insurance Card)
  32. 32. Talk to a health professional (phone, website chat, email) Shortlist Get a second opinion Further research (statistics (statistics, Order prescription medicines clinical trials, books, online websites) Causes of a condition / Feeling happier / overcoming disease sadness Change your lifestyle (fitness, Body Mass Index (BMI) weight, smoking, drinking) calculator Health check up Look up a medical term (medical dictionary) Living with a condition / disease Avoiding and preventing disease Facts on alternative medicine Effects on my family Compare hospital waiting times Myths about conditions / diseases Find out how healthy you are Care and treatment at home Is a condition / disease Warning signs infectious? Other conditions / diseases Screening, scans, testing linked to a condition Help with day-to-day management of your condition / disease News about the NHS Family history / genetic predisposition Check if a health story in the Find specialists / consultants news is true Support to lead a healthy lifestyle Vaccines Find a hospital / clinic for a particular operation or Share stories / experiences condition with others in your situation Medical equipment (devices, First Aid guide gadgets, aids) Risks associated with What to ask my Doctor lifestyle Get an information Dealing with stress prescription Get G t news updates (email, d t ( il Know your rights text) Support available (legal, What services does my benefits, costs, work, home help) chemist provide? Latest health news (research, expert articles, new Learn how others changed medicines) their lifestyle Risks / side effects associated with a treatment
  33. 33. Longlist Browse over a dozen doctor written and reviewed (yet easy to read) medical 90 days with StayQuit encyclopedias A Guide for Healthy Cable Television Nutrition Programs A&E Calculators Access to healthcare Calculators (Body mass abroad index, cost of smoking) Calculators (Body mass, heart attack risk calorie risk, Activity and Menu Planners burn) Addictions Caregiving Adults Case studies Advice if you've had unprotected sex or a Check your symptoms and contraception mishap get personalised advice Advocacy Children Aging Children's Health Alcohol Al h l Alcohol All about medicines All A-Z topics All directories All Live Well g Allergies Alphabetic List of Specific Diseases / Disorders Answer Yes or No Answers to hundreds of your common health questions Answers t thousands of A to th d f your common health questions Appointments Choosing a F il D t Ch i Family Doctor Chronic Diseases Clinical Trials Clinical Trials Clinician, health professional resources Cold and flu advice Commissioned services Common health questions Community Community A-Z Community Calendar Community Health Center
  34. 34. Sources for Longlist 1. Organization strategy 2. 2 Stakeholder reviews 3. Existing website 4. Top search terms (annual) 5. 5 Most visited pages files (annual) pages, 6. Competitor or peer websites 7. T di i Traditional / social media l i l di 8. Customer feedback / research
  35. 35. Shortlisting RULES
  36. 36. NO BRANDS
  37. 37. NO GOALS • • • • • I'd like to be happier I'd like to have more energy I'd like to improve my family's health I'd like to sleep better Live well
  38. 38. NO ORG WORDS
  39. 39. 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 l ta m al To 3 Fe 2 Check symptoms Basic facts about conditions / diseases Book an appointment online Get advice from a doctor / nurse (phone, website chat, email) What to do based on your symptoms Best place to go for help (GP, A & E, clinic, walk-in centre, pharmacist) When to seek urgent medical attention Get your medical records online How a condition / disease should be treated H diti di h ld b t t d What to do in a medical emergency Get test results online Opening times (GPs, clinics, chemists) Can I treat this myself? Seriousness of a condition / disease (prognosis) (p g ) Diet, food and nutrition Compare hospitals based on quality of care (infection rates, MRSA, surgical errors, death rates) Contact details for hospitals, GPs, gyms, etc Treating common health problems at home Choose a GP that s right for you that's Tips for coping with a condition / disease 3% 3% 4% 5% 4% 3% 5% 4% 4% 3% 2% 3% 3% 3% 3% 3% 2% 3% 2% % 2% 2% 2% 2% 2% 1% 3% 2% 2% 2% % 2% 2% 2% 2% 2% 2% 3% 2% 2% 2% % 2% 2% 2% 2% 2% 2% 2% 2% 1% 2% 2% 2% 2% 2% 1% 2% 2% 2% 2% 2% 2% M Tasks 1 al e e NO DEMOGRAPHICS
  40. 40. NO TOOLS / FORMATS • • • • • • • • Calculators Interactive Health Tutorials Medical Podcasts Personal Health Tools Picture slideshows Podcasts Surgery Videos Videos
  41. 41. NOT TOO HIGH • • • • • • • • Facts and Figures Conditions C diti Diseases Find Fi d services i Frequently asked health questions Injury Prevention I j P ti Medical conditions Mind, B d Mi d Body, & S i it Spirit
  42. 42. NOT TOO LOW • • • • • • Emergency contraception E t ti Nonprofit Agencies Poems and stories about h lth P d t i b t health Cancer Diabetes Di b t Walk-in centres
  43. 43. DISEASES / CONDITIONS • • • • • • • Basic facts about conditions / diseases Different types of a condition / disease How is a condition diagnosed? Is a condition / disease infectious? Myths about conditions / diseases Other conditions / diseases linked to a condition Seriousness of a condition / disease (prognosis)
  44. 44. NO OVERLAPS In researching a condition / disease what 5 factors are most important to you? Tasks Duplicate Book your GP appointment online appointment Let me book an appointment appointment Make an appointment Remind me when it's time for my appointment appointment appointment Request an appointment appointment Class Source Find services / experts patients.co.uk Find services / experts user goals doc Find services / experts mayoclinic.com Living With user goals doc Find services / experts netwellness Internal I t l Source
  45. 45. NO DEMOGRAPHICS Tasks Where can I find a diabetes clinic? Which Health Screenings Do You Need? Women Women's health Women's Health Womens Health Information Work gyms and performance Workplace health Your guide to the science in the news Duplicate Class Source user goals doc Women Women Women Women Health.yahoo.com familydoctor.org bbc health webmd.com healthsites.co.uk healthsites co uk NHS Choices NHS Choices NHS Choices Internal Source
  46. 46. AVOID VERBS
  47. 47. AVOID REPETITION • • • • • • • • • • • Health bookshop Health Calculators Health check Health Check Tools Health directory Health encyclopaedia Health expert advice Health Journals Health Library Health News Health tools Maximum 4 tasks that begin with the same word
  48. 48. COMPLETE Find a job Find my nearest (school, library, etc) Freedom of information, privacy Grants, funds and awards Housing Leisure activities (parks, open spaces, greenways) Licences and permits Markets (locations, times, types) News Parking (fines, car parks, park and ride, residents, blue badges, ParkWise) Planning (application, advice, building control, development, permission) Pollution control (air, land, water, substances) Procurement, tenders, contracts Records office (genealogy family history (genealogy, history, census, archives, ancestry) Find my local council Forms Funerals, burials, cremations and cemeteries Hospitals, health authorities Land and property (sales charges personal (sales, charges, search, register) Libraries Maps of Lancashire (MARIO) Minorities support Older people (residential care, day centres, services) Payments to council (bills, invoices) Policies (equality and diversity, accessibility, social inclusion, transport, safety) Press releases (media enquiries) Ranger services Recycling centres (sites, times)
  49. 49. Top 20 Tasks Tasks 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Total Vote % of Total Vote 16320 Cumulative Vote Cumulative Carewords Find a job Hospitals, health authorities Waste collection and management (household bins, g ( , refuse, bulky, recycling) Emergency services (fire, rescue, police, ambulance) Teachers (recruitment, retention, training, courses) Libraries Roads and highways faults (flooding, potholes, street lights, gritting) Leisure activities (parks, open spaces, greenways) Council tax Culture (museums, galleries, heritage, historic buildings, sites, monuments) School opening (term, holiday other closure dates) (term holiday, Recycling centres (sites, times) Tourism (attractions, photographs, areas of outstanding natural beauty) Anti-social behaviour (vandalism, ASBoB) Timetables (public transport, journey planner, (p p ,j yp , TravelWise) Conservation (ecology, nature, forestry, woodlands) Childcare (safeguarding, advocacy, family support) Street cleaning (litter, graffiti, flyposting) School admissions, places (primary, secondary) Maps of Lancashire (MARIO) 1207 781 7% 5% 7% 12% 1% 2% 674 651 625 589 4% 4% 4% 4% 16% 20% 3% 4% 24% 5% 28% 7% 494 424 389 3% 3% 2% 31% 33% 36% 8% 9% 10% 378 378 324 2% 2% 2% 38% 40% 42% 11% 12% 13% 322 314 2% 2% 44% 46% 14% 15% 305 283 247 243 242 231 2% 2% 2% 1% 1% 1% 48% 50% 51% 16% 17% 18% 53% 20% 54% 56% 21% 22% Top 25% 26-50% 26 50% 51 75% 51-75%
  50. 50. ONE TASK • • • • Choose a Doctor, find a clinic Drugs info, symptom checker info Nutrition and Fitness News and events • Avoid acronyms y • Max 7 words / 55 chars
  51. 51. Category Questions
  52. 52. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Check symptoms Basic facts about conditions / diseases Book an appointment online Get advice from a doctor / nurse (phone, website chat, email) What to do based on your symptoms Best place to go for help (GP A & E clinic walk-in (GP, E, clinic, centre, pharmacist) When to seek urgent medical attention Get your medical records online How a condition / disease should be treated What d i Wh to do in a medical emergency di l Get test results online Opening times (GPs, clinics, chemists) Can I treat this myself? Seriousness of a condition / disease (prognosis) (p g ) Diet, food and nutrition Compare hospitals based on quality of care (infection rates, MRSA, surgical errors, death rates) Contact details for hospitals, GPs, gyms, etc Treating common health problems at home Choose a GP that's right for you Tips for coping with a condition / disease Fe m al e To ta l Tasks M al e Gender 3% 3% 4% 5% 4% 3% 5% 4% 4% 3% 2% 3% 3% 3% 3% 3% 2% 3% 2% 2% 2% 2% 2% 2% 1% 3% 2% 2% 2% 2% 2% 2% 2% 2% 2% 3% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 1% 2% 2% 2% 2% 2% 1% 2% 2% 2% 2% 2% 2% Top 25% 26-50% 26 50% 51 75% 51-75%
  53. 53. 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Check symptoms Basic facts about conditions / diseases Book an appointment online Get advice from a doctor / nurse (phone, website chat, email) What to do based on your symptoms Best place to go for help (GP, A & E, clinic, walk-in centre, pharmacist) When to seek urgent medical attention Get your medical records online How a condition / disease should be treated What to do in a medical emergency Get test results online Opening times (GPs, clinics, chemists) Can I treat this myself? Seriousness of a condition / disease (prognosis) Diet, food and nutrition Compare hospitals based on quality of care (infection rates, MRSA, surgical errors, death rates) Contact details for hospitals, GPs, gyms, etc Treating common health problems at home Choose a GP that's right for you Tips for coping with a condition / disease es t rk sh ire Ea st M id W la es n t M ds id Ea la st nd s En of gl an d Lo nd on So ut h Ea So st ut h W To es t ta l W Yo or th N N Tasks 1 or th Ea st Region 5% 4% 3% 4% 2% 4% 6% 4% 3% 5% 4% 2% 4% 4% 3% 3% 5% 3% 4% 3% 4% 5% 4% 4% 5% 4% 4% 5% 4% 4% 3% 3% 3% 4% 3% 4% 4% 4% 4% 3% 3% 4% 3% 3% 3% 3% 4% 3% 3% 3% 1% 3% 2% 2% 2% 1% 2% 2% 3% 1% 3% 3% 2% 2% 2% 3% 2% 3% 2% 2% 2% 2% 2% 2% 1% 2% 2% 2% 2% 1% 3% 3% 2% 2% 4% 2% 1% 2% 2% 3% 3% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 3% 2% 2% 2% 1% 2% 3% 2% 3% 2% 2% 2% 2% 2% 2% 2% 1% 2% 2% 2% 2% 3% 2% 2% 2% 2% 2% 1% 2% 2% 3% 2% 2% 3% 2% 1% 2% 2% 3% 2% 2% 2% 2% 2% 2% 2% 2% 2% 1% 2% 3% 1% 2% 3% 2% 2% 1% 2% 2% 1% 2% 2% 2% 2% 1% 1% 2% 2% 1% 2% 2% 2% 1% 1% 1% 2% 1% 2% 2% 3% 2% 2% 1% 1% 2% 2% 1% 2% 2% 1% 2% 2% 2% 2% 2% 2% 2% 2% Top 25% 26-50% 26 50% 51 75% 51-75%
  54. 54. 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Check Ch k symptoms t Basic facts about conditions / diseases Book an appointment online Get advice from a doctor / nurse (phone, website chat, email) What to do based on your symptoms Best place to go for help (GP, A & E, clinic, walk-in centre, pharmacist) When to seek urgent medical attention Get your medical records online How a condition / disease should be treated What to do in a medical emergency Get test results online Opening times (GPs, clinics, chemists) Can I treat this myself? Seriousness of a condition / disease (prognosis) Diet, food and nutrition Compare hospitals based on quality of care (infection rates, MRSA, surgical errors, death rates) Contact details for hospitals, GPs, gyms, etc Treating common health problems at home Choose a GP that s right for you that's Tips for coping with a condition / disease pe rv is Sk or ill y ed m O an th ua er l m an N ot ua in l w or To k ta l gm t Su M M gm te r. In er ig h H H Tasks 1 ea lth pr of t Occupation 4% 3% 3% 5% 4% 5% 5% 5% 4% 5% 4% 4% 6% 4% 3% 4% 2% 4% 3% 3% 3% 5% 4% 4% 3% 3% 3% 4% 3% 4% 4% 3% 3% 3% 4% 3% 4% 2% 3% 3% 4% 2% 2% 2% 2% 2% 2% 2% 2% 1% 2% 2% 3% 3% 1% 3% 1% 2% 2% 2% 3% 2% 2% 2% 2% 2% 2% 2% 2% 2% 3% 2% 2% 2% 2% 2% 4% 1% 2% 2% 3% 3% 2% 2% 2% 2% 2% 3% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 1% 2% 2% 2% 3% 2% 2% 3% 1% 1% 2% 2% 3% 2% 2% 2% 2% 2% 2% 2% 2% 2% 1% 2% 1% 1% 2% 3% 2% 2% 2% 1% 2% 2% 2% 2% 2% 2% 3% 1% 2% 1% 2% 1% 2% 1% 2% 2% 2% 1% 2% 1% 2% 1% 1% 2% 2% 2% 2% 2% 2% 2% Top 25% 26-50% 26 50% 51 75% 51-75%
  55. 55. 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Check symptoms y p Basic facts about conditions / diseases Book an appointment online Get advice from a doctor / nurse (phone, website chat, email) What to do based on your symptoms y y p Best place to go for help (GP, A & E, clinic, walk-in centre, pharmacist) When to seek urgent medical attention Get your medical records online How a condition / disease should be treated What to do in a medical emergency Get test results online Opening times (GPs, clinics, chemists) Can I treat this myself? Seriousness of a condition / disease (prognosis) (p g ) Diet, food and nutrition Compare hospitals based on quality of care (infection rates, MRSA, surgical errors, death rates) Contact details for hospitals, GPs, gyms, etc Treating common health problems at home g p Choose a GP that's right for you Tips for coping with a condition / disease ta l To or o 65 55 -6 4 4 -5 45 35 -4 4 4 -3 25 18 Tasks 1 -2 4 ve r Age 5% 2% 3% 5% 4% 4% 4% 5% 4% 5% 3% 4% 2% 4% 4% 3% 3% 2% 5% 4% 4% 4% 3% 4% 3% 3% 4% % 3% 3% 3% 3% 3% 1% % 3% 3% 3% 1% 2% 2% % 2% 2% 2% 3% 1% 2% 3% 2% 2% 2% % 2% 2% 2% 2% 1% 2% 3% 2% 2% 2% % 2% 2% 2% 2% 2% 2% 1% 3% 3% 3% % 2% 2% 2% 2% 2% 1% 2% 2% 4% 2% % 2% 3% 1% 1% 3% 1% 3% 4% 3% 2% 3% 2% 1% 2% 2% 1% 3% 2% 2% % 2% 2% 2% 2% 2% 2% 2% 1% 2% 2% 2% 1% 2% 3% 2% 2% 1% 2% 1% 2% 2% 2% 1% 1% 1% 2% 2% 3% 1% 2% 2% 2% 2% 1% 1% 2% 2% 2% 2% 2% 2% 2% Top 25% 26-50% 26 50% 51 75% 51-75%
  56. 56. During treatment for a stomach ulcer, Deborah t h l D b h Knifton was devastated to find out that she had stomach cancer At the age cancer. o 0, s e ad surgery of 40, she had su ge y to remove her stomach.
  57. 57. 34%
  58. 58. TASK PERFORMANCE INDICATOR
  59. 59. Step 1: Determine Tasks Determine 6 D t i 612 f frequently tl used tasks. d k 110
  60. 60. Task Question Checklist 1. Based on top tasks p 2. Repeatable 3. Representative & typical—fix it, fix many y 4. Universal—everyone can do it 5. One task, one unique answer 6. 6 Does not contain hidden clues 7. Not Search Engine Optimized g p 111
  61. 61. Task Q T k Question Checklist ti Ch kli t 8. 8 Emotionally neutral 9. Not confidential 10. Clearly different from other tasks y 11. Independent from other tasks 12. Immediately doable on website 13. Short – 30 words or less 14. No change within testing period 112
  62. 62. Tasks Pie Chart 49 Country surveys /  reviews / reports i / t Compare country  statistical data Statistics on one  Statistics on one particular topic Top 25% Browse a  publication  publication online for f… 26-50% 26 50% 51 75% 51-75% 11 6
  63. 63. Top 20 Tasks Tasks 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Country surveys / reviews / reports y y p Compare country statistical data Statistics on one particular topic Browse a publication online for free Working papers Publication by topic Basic facts, summaries and overviews Statistics on one particular country Statistical forecasts / projections Access to raw data International guidelines and standards (corporate governance, governance tax havens, etc ) havens etc.) Statistical sources and methods What's new (hot topics, recent publications, events) OECD policy advice by topic, country OECD Annual Report Publication by country y y Best practice in policy implementation Publication by title Simple, easy-to-understand tables and graphs News releases Total Vote % of Total Vote 31800 Cumulative Vote Cumulative Carewords 2178 1960 1869 1610 1530 1478 1379 1285 1210 1051 7% 6% 6% 5% 5% 5% 4% 4% 4% 3% 7% 13% 19% 1% 3% 4% 24% 6% 29% 33% 38% 42% 46% 49% 7% 9% 10% 11% 13% 14% 1025 1019 1004 843 784 746 739 614 613 542 3% 3% 3% 3% 2% 2% 2% 2% 2% 2% 52% 55% 58% 16% 17% 19% 61% 20% 64% 66% 68% 70% 72% 74% 21% 23% 24% 26% 27% 29% Top 25% 26-50% 26 50% 51 75% 51-75%
  64. 64. Task 1 1 Japan What are the OECD’s latest recommendations regarding Japan’s health-care system? Japan s health care Task 2 2 Vietnam In 2008, was Vietnam on the list of countries that received official development assistance? i d ffi i l d l t i t ? Task 3 3 Heart Did more males per capita die of heart attacks in Canada than in France in 2004? Task 4 4 Teacher What i th l t t Wh t is the latest average starting salary, in US t ti l i Dollars, of a primary school teacher across OECD countries? Task 5 5 Employ What is the title of Box 1.2 on page 73 of OECD Employment Outlook 2009? 116
  65. 65. Step 2: Recruit Participants Recruit 5-18 R it 5 18 representative p people 117
  66. 66. Remote Measurement Sessions 1. Record session 2. “We are not measuring you” 3. Measure time for each task. 4. Observe problems and successes. 5. No “think aloud”, no discussions 118
  67. 67. 119
  68. 68. Task 5 – Box 1.2 Employment What is the title of Box 1.2 on page 73 of OECD Employment Outlook p g p y 2009? Task Performance Task Performance Indicator (TPI) 100 Max Median time on task (sec) = 215 Optimal time on task (sec) = 81 9
  69. 69. Subscribers and readers at subscribing institutions Government officials with accounts Accredited journalists Non-subscribers: browse online version for free Non-subscribers: purchase a copy
  70. 70. Task 5 – Box 1.2 Employment What is the title of Box 1.2 on page 73 of OECD Employment Outlook p g p y 2009? Task Performance Task Performance Indicator (TPI) 100 Max Median time on task (sec) = 215 Optimal time on task (sec) = 81 9
  71. 71. Task 5 performance = k f Excellent (80‐100)  ( ) TPI = 97 Browse free publication: What is the title of Figure 1.1 on page 17 of OECD  Browse free publication: What is the title of Figure 1 1 on page 17 of OECD Employment Outlook 2012? Success/Failure Rates Completion Time Good Minor Time Issue Major Time Issue Critical Time Issue 0‐2.25 x Target  2.25‐3.25 x Target 3.25‐5.75 x Target Above 5.75 x Target * All Failure times treated as 300 seconds
  72. 72. 133
  73. 73. 134
  74. 74. 135
  75. 75. Unpaid leave Task 5 You’d like to take six months off work to You d travel the world (without resigning). You've worked with HSBC for four years. Do you qualify? Completion rate 56% Disaster rate 17% Completion time 81 seconds Optimal time 27 seconds = 5+5+5+6+6 seconds Home Page > HR Procedures Manual Home Page > “L” Index > Leave - unpaid leave > L id l Answer (Sabbatical Leave page) Task Performance 20% Indicator (TPI) Frequency 17 per HSBC employee per year 136
  76. 76. 137
  77. 77. 138
  78. 78. 139
  79. 79. 140
  80. 80. 141
  81. 81. TOP TASKS @ Making downloading software easier Gerry McGovern y gerry@customercarewords.com www.customercarewords.com @gerrymcgovern
  82. 82. 240m 4.2m 3m 3m annual visits to Cisco.com social reach mobile web visitors 73m 2m customer app Downloads* (6x YoY) organic search referrals social media mentions 1.3m 1.4m paid search click-throughs social referrers to Cisco.com 2% 55% 91% 341% Cisco.com Social Reach Mobile Phones Tablets Source: Cisco SiteCatalyst & other internal metrics. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 143
  83. 83. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 144
  84. 84. Continuous Improvement Identify Top Tasks Measure Top Tasks Task Based Support
  85. 85. Tasks Voting Trends Tasks Download software, firmware, drivers, patches, updates Configure / set up a product (tech guides, notes, how2 to's) 3 Troubleshooting (bug fixes, diagnostics, guides) 491 983 1474 1966 Voters Voters Voters Voters 8% 8% 9% 9% 9% 7% 8% 8% 8% 8% 8% 7% Install / upgrade / migrate (tech guides, notes, examples) 6% 6% 6% 5% Top 25% Support (TAC) service requests (case creation, tracking) Maintain / operate (tech guides, notes, examples) Network design (tech guides, notes, examples) 8 Service, support options available for my product Product and technical communities (troubleshooting, 9 developer, learning) 6% 4% 5% 3% 5% 4% 4% 4% 5% 4% 5% 3% 5% 4% 4% 4% 26-50% 3% 3% 3% 3% Support alerts (new drivers, patches, software, security) Networking certification requirements (CCIE, CCNP, CCNA) Talk / chat online with a support person Compatibility / interoperability (software, hardware, version) Training (courses, calendar, locations) Products by specific technical requirements (capacity, bandwidth, dimensions) Pre-purchase technical information (datasheets, whitepapers, requirements) Solutions to match business needs (work remotely, improve productivity, secure my business) 2% 3% 3% 3% 2% 3% 2% 2% 2% 2% 3% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 1% 2% 2% 1% 2% 2% 2% 2% 2% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1 4 5 6 7 10 11 12 13 14 15 16 17 Networking certification status, maintenance and renewal Warranties Configure a product or service for the purpose of 20 researching or ordering 18 19 51-75%
  86. 86. Tasks Pie Chart 43 Download software, software firm… Configure / set up a pr… Top 25% Troubleshootin g (bug fi… 26-50% 51-75% 15 6
  87. 87. 2010 15 St Steps Downloading S ft D l di Software for 7920 280 seconds approx
  88. 88. Path 1 1
  89. 89. Path 1 2
  90. 90. Path 1 3 2 4 5 6
  91. 91. Path 1 7 “I’m assuming that one of these is the one I want. want.”
  92. 92. Path 1 8
  93. 93. Path 1 9
  94. 94. Path 1 10
  95. 95. Path 1 11
  96. 96. Path 1 12
  97. 97. Path 1 13
  98. 98. Path 1 14
  99. 99. Path 1 15 “There are a lot of steps before you get to download”
  100. 100. Task 1 performance = k f Very Good Download firmware: Obtain the latest firmware for your RV082 router  Download firmware: Obtain the latest firmware for your RV082 router compatible with Version 3 hardware. Success Rate Comparisons August 2011 February 2012 TPI = 75
  101. 101. Task 1 performance = k f Very Good Download firmware: Obtain the latest firmware for your RV082 router  Download firmware: Obtain the latest firmware for your RV082 router compatible with Version 3 hardware. Completion Time Comparisons C l ti Ti C i Good Minor Major Critical TPI = 75
  102. 102. 1 2 3 4
  103. 103. Copyright © Gerry McGovern: www.gerrymcgovern.com 165
  104. 104. Words Per Search 2007 2009 2012
  105. 105. Search Click Result Through 20 million clicks 650,000 searchers 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 42% 12% 8% 6% 5% 4% 3% 3% 3% 3% 1% 1% 1% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% Source: http://www.techcrunch.com/2006/08/06/aol-proudly-releases-massive-amounts-ofuser-search-data/ Copyright © Gerry McGovern: www.gerrymcgovern.com 167
  106. 106. First 2 Search Results 45 40 42% 40 35 35 34% 30 30 25 25 20 20 15 15 10 8% 12% 10 5 5 0 0 1 2 1 Source: Accurately Interpreting Clickthrough Data as Implicit Feedback (2005) http://www.cs.cornell.edu/People/tj/publications/joachims_etal_05a.pdf 2
  107. 107. 1,500 intranet searches 25,000 20,000 5% of searches = 35% of volume 15,000 10,000 Long Neck 5,000 5 000 0 1 78 155 232 309 386 463 540 617 694 771 848 925 1002 1079 1156 1233 1310 1387 1464
  108. 108. Search Performance Indicator Rank R k 1) Top 100-500 search terms 2) “Correct page” for each term 3) Search with each term 4) Score Score S 1 2 3 4 5 6 7 8 9 10 11 + 100 36 26 16 14 12 9 9 7 8 0
  109. 109. 25,000 Search Term 20,000 classical studies classical studies department classical latin classical greek classics courses classics department classical studies diploma l i l t di di l classical studies dept classical studies website classical studies webpage classical greece classical texts 15,000 10,000 5,000 5 000 Search Volume 81 12 8 7 7 6 5 3 3 2 1 1 0 1 78 155 232 309 386 463 540 617 694 771 848 925 1002 1079 1156 1233 1310 1387 1464
  110. 110. Copyright Eyetrack III 2004 Copyright © Gerry McGovern: www.gerrymcgovern.com 178
  111. 111. “Most people just look at the first 3 4 words ” 3-4 words.” Eyetrack III 2004 Nielsen 2011 Copyright © Gerry McGovern: www.gerrymcgovern.com 179
  112. 112. Copyright © Gerry McGovern: www.gerrymcgovern.com 180
  113. 113. Customer Satisfaction Survey Our mission statement is to provide employees with the very latest and most accurate marketing research so as to help them make better decisions. Headed by Martin … www.organizationcentric.com/ - 9k - Cached - Similar pages Customer Satisfaction Survey results y Our mission statement is to provide employees with the very latest and most accurate marketing research so as to help them make better decisions. Headed by Martin … www.organizationcentric.com/ - 9k - Cached - Similar pages Customer Satisfaction Survey: tools for researchers Our mission statement is to provide employees with the very latest and most accurate marketing research so as t help th k ti h to h l them make b tt d i i k better decisions. H d d b M ti … Headed by Martin www.organizationcentric.com/ - 9k - Cached - Similar pages Customer Satisfaction Survey introduction Our mission statement is to provide employees with the very latest and most accurate marketing research so as to help them make better decisions. Headed by Martin … www.organizationcentric.com/ www organizationcentric com/ - 9k - Cached - Similar pages Welcome to the Customer Satisfaction Survey results Our mission statement is to provide employees with the very latest and most accurate marketing research so as to help them make better decisions. Headed by Martin … www.organizationcentric.com/ - 9k - Cached - Similar pages Customer Satisfaction Survey: how to interpret the data Our mission statement is to provide employees with the very latest and most accurate marketing research so as to help them make better decisions. Headed by Martin … www.organizationcentric.com/ - 9k - Cached - Similar pages Customer Satisfaction Survey team: meet the team Our mission statement is to provide employees with the very latest and most accurate marketing research so as to help them make better decisions. Headed by Martin … www.organizationcentric.com/ - 9k - Cached - Similar pages Customer Satisfaction Survey Our mission statement is to provide employees with the very latest and most accurate marketing research so as to help them make better decisions Headed by Martin … decisions. www.organizationcentric.com/ - 9k - Cached - Similar pages Customer Satisfaction Survey Our mission statement is to provide employees with the very latest and most accurate marketing research so as to help them make better decisions. Headed by Martin … www.organizationcentric.com/ - 9k - Cached - Similar pages
  114. 114. 10 words or less Specific General Copyright © Gerry McGovern: www.gerrymcgovern.com 186
  115. 115. (the search engine)
  116. 116. 188
  117. 117. @gerrymcgovern

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