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You’ve Got (Too Much) Mail: Encouraging Self-Service Through Improving Content


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Slides for ta workshop session on "You’ve Got (Too Much) Mail: Encouraging Self-Service Through Improving Content" facilitated by Lauren Tormey and Duncan MacGruer, University of Edinburgh on 12 July 2018 at the IWMW 2018 event.


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You’ve Got (Too Much) Mail: Encouraging Self-Service Through Improving Content

  1. 1. You’ve got (too much) mail: Encouraging self- service through improving content LaurenTormey & DuncanMacGruer University of EdinburghWebsite Programme
  2. 2. Want to tweet about our workshop? #IWMW18 #A3
  3. 3. Hands up if… …you’ve ever received an email that one of your webpages could have answered.
  4. 4. Today’s workshop -Presentation on continuous improvement process -Watch usability testing videos -Collaborative review of testing videos -Content design challenge -Presentation/demo on analytics/measurement methods
  5. 5. Iteratively improving IT help provision at the University of Edinburgh (A collaboration story)
  6. 6. Who are the collaborators? University of Edinburgh Information Services (IS) Group IS Helpline: The client University Website Programme: The consultants
  7. 7. The problem -IS Helpline deal with 7,000-10,000 support calls a month --includes emails on topics users can resolve on their own on by reading guidance pages -Initial round of usability testing on common IT issues in spring 2016 --students had trouble navigating the IS website structure and content --gave up on tasks in preference for sending an email
  8. 8. And those who don’t talk to their users write webpages for them… Image:
  9. 9. Goals of the collaboration -increase levels of student self-service on common IT issues -reduce the number of support calls Helpline deal with -reduce existing IT help web content and improve effectiveness of what remains -introduce new skills to staff responsible for IT help pages
  10. 10. Following a process of continuous improvement Usability testing Editorial improvements Analysis and analytics
  11. 11. Usability testing -Test a handful of students -Ask them to perform tasks related to common problem areas Your connection to the University wifi drops. You log on to an open access PC and check the University website to see if you can fix the issue. -Get stakeholders in a room to watch usability tests -Note and prioritise the top usability issues we see
  12. 12. Editorial changes -Pair writing sessions to fix issues we see About pair writing: writing
  13. 13. Analytics and analysis -Measure how effective our changes are --Do we see fewer support calls in areas we made improvements to?
  14. 14. Achievements -Enhanced website enquiry channelling -Redesigning the presentation of FAQ lists -Iterative improvements to high demand self-service guidance
  15. 15. Enhanced website enquiry channelling -Support form at uk/forms/ -Presents users with a series of popular support pages based on the topic they select -Captures technical information about a user’s device
  16. 16. Redesigning the presentation of FAQ lists -Students miss key info in long pages -Cut back number of Q&A pairs, each answer presented on its own page -Helpline can link users directly to correct guidance -Shorter, focused pages perform better in search
  17. 17. Iterative improvements to high demand self-service guidance -Issues with content design meant students could get to correct page but fail to resolve issue -Make pages clearer by removing excess content, restructuring with subheadings, giving prominence to keywords -eduroam connection issues turned into clear step-by-step guidance -By step 3 of 5, 60% of visitors have exited process
  18. 18. The collaboration today -Continuing the project over the summer focusing on student ID card pages -Working to embed this process into business as usual
  19. 19. Let’s demo the process of continuous improvement
  20. 20. Usability testing -Watch 3 students navigate getting your first student card webpages -Can they determine: --Need to log into MyEd (uni web portal) to upload photo --What an acceptable photo looks like (passport size, head and shoulders) --Need to pick up card in Library during Welcome Week -Take notes on the usability issues you see in each video -Note down the top 3 usability issues for each video (remember: issues, not solutions)
  21. 21. What would an acceptable photo look like?
  22. 22. Usability testing: collaborative review -Go through prioritised issues we witnessed -Work through flowchart to assess the criticality of the issue
  23. 23. Prioritising issues
  24. 24. Editorial changes: content design challenge -Pair up -Go to: -Open up designated pair number folder -Look at list of prioritised issues -Re-draft the page (on document ‘New card page’) --How can we address the issues seen? --Cab we address the most critical issues first? --Any quick wins? --Don’t worry about being factual- focus on the design of the content (maybe even just worry about subheadings and links and use lorem ipsum for the body text)
  25. 25. Analytics and analysis -Analytics and content structuring --Prioritise top content, ruthlessly --What is good for users is good for analytics and search --The myth of FAQs…. --How do users navigate? -Analysis beyond analytics --Self-service prioritisation using call analysis
  26. 26. Return on Investment -Changes to important content can pay huge dividends --Analytics (and call numbers) identified -Which areas Lauren and the team should work on -Trends of use – where did people not use self-service options -discrepancies: --High calls/low page views --Low calls/high page views Small site Top 15 pages Bottom 55 pages Big site Top 545 pages >1740 domains 242 searches 20% of all searches
  27. 27. Page analytics -Separate content into pages --good for users --good for analytics --good for search
  28. 28. Analytics and content structuring -Separate content into pages – good for users, analytics and search --The myth of FAQs….
  29. 29. Card page -What occurs to you about these results? --The landing page isn’t even the most popular page in the section… -Check entrances for the difference made in search -We can track usage on individual pages – is time on site, entrances, next page as we expect? In comparison:
  30. 30. Media Hopper page hopper-replay/frequently-asked-questions
  31. 31. Navigation summary -(Reusable) ‘call to actions’ to measure success --By having consistent contact routes, easier to analyse what is driving contact behaviour
  32. 32. Navigation summary environments/learn/help-support/frequently-asked-questions/courses/cant-see- courses-myed
  33. 33. Analysis beyond analytics -Find out what people are asking about for your services --We focus our efforts on our actually FAQs -split by whether they could/should be self-served
  34. 34. Analysis beyond analytics
  35. 35. Further reading Helpline collaboration blog posts Analytics blog Call management/management information Analytics reports used Pageviews Behaviour>Site Content>All Pages Filter for site section, if appropriate Searches Behaviour>Site Search>Search Terms Secondary dimension: ‘start page’ or ‘search destination page’ then filter for site section, if appropriate Navigation summary Behaviour>Site Content>All Pages Click on single result, then “navigation summary” from top of screen
  36. 36. Thanks for workshopping with us