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Identifying and improving top tasks


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Updated slides from a presentation I did for the Socitm Top Tasks event in September 2011.

Published in: Technology, Design
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Identifying and improving top tasks

  1. 1. Identifying (& improving) top tasks Michele Ide-Smith, Web Strategy Manager Cambridgeshire County Council September 2011
  2. 2. Help! Where do I begin? <ul><li>You want to take a top task approach </li></ul><ul><li>But how do you get started? </li></ul><ul><li>How do you find out what customers’ top tasks are? </li></ul><ul><li>And how do you make top tasks easy for customers to find and use? </li></ul>
  3. 3. It’s an iterative process
  4. 4. Step 1 – Research & Analysis
  5. 5. Analyse existing data <ul><li>Google Analytics for page views and search terms </li></ul><ul><li>Crazy Egg for heat maps of user clicks </li></ul><ul><li>Transactions (eforms, payments) </li></ul><ul><li>Calls and emails to the Contact Centre </li></ul><ul><li>Face to face contact e.g. libraries, receptions </li></ul>
  6. 6. Remember - Council staff are not customers!
  7. 7. So filter out Council traffic This page was set as the home page on all PCs in Libraries
  8. 8. Look at search statistics for users’ search terms
  9. 10. Find out where customers click (using Crazy Egg or Google Analytics)
  10. 12. Tracking customer journeys across multiple domains can be tricky
  11. 14. Categorise and log customer contact consistently across all contact channels
  12. 15. How do we map the data? No consistency between categories! Categories are too broad Contact Centre calls (April) Contact Centre libraries stats Web top tasks (April)
  13. 16. Step 2 – Define top tasks
  14. 17. Make a list!
  15. 18. Top tasks
  16. 19. Update your list regularly!
  17. 21. August 2011 top tasks
  18. 22. Step 3 – Evaluate (existing)
  19. 23. Evaluating top tasks <ul><li>Evaluate usability and effectiveness of the top tasks with your customers </li></ul><ul><li>Analyse customer comments / feedback </li></ul><ul><li>If you use Google Analytics – set up goals to track conversion rates </li></ul><ul><li>Always collect baseline data so you can compare before and after! </li></ul>
  20. 24. User Experience: Method Cards User Experience: Techniques Author: Matthew Godfrey Published: 25/10/2010 Techniques Overview Research Design Evaluation Analytics Competitor Analysis Surveys/Questionnaires Personas Task Analysis/Flow Sketching Wireframing Mock-ups Paper prototyping HTML Prototyping Card Sort Expert Review Heuristic Review Face-To-Face Testing Remote testing User Flows/Journey Map
  21. 25. Expert reviews by the team
  22. 26. Walkthrough example
  23. 27. Page level ratings Customer view CMS author view Web team view We send reports with comment to CMS authors
  24. 28. Socitm take-up survey “ Seems that once the library computer system shuts down after hours, then looking up the catalogue or renewing is only for the brave & persistent!!” “ I still don't know when to apply for school for my child.” “ I need to know if recycling centre takes microwaves - will ring” &quot;It would like to be able to search for bus information by street name.  It is difficult to find which buses go to which roads, important to find out re how to get to schools etc. &quot;
  25. 29. Remote user testing
  26. 30. Remote testing Remote testing tells you there’s a problem, but not why there’s a problem
  27. 31. Moderated user testing Moderated testing reveals why users are having problems
  28. 32. Step 4 - Improve
  29. 33. Our improvement plan <ul><li>Change site template design to highlight top tasks and improve SEO </li></ul><ul><li>Create a seasonal top task calendar </li></ul><ul><li>Optimise task flow for top tasks </li></ul><ul><li>Revise site IA to focus on top tasks </li></ul><ul><li>Audit and streamline web content </li></ul><ul><li>Change content governance </li></ul>
  30. 34. 55 % of visits from search engines 9% of visits include the home page
  31. 35. Our new home page?
  32. 36. Use landing pages which link to top tasks and use terminology that matches users’ search terms
  33. 38. Improve and test task usability
  34. 39. Users struggled with the search by road number The town/street drop downs are large and hard to navigate
  35. 40. Road number and name are now combined in an auto-suggest AJAX search
  36. 41. Remove unnecessary web content – it doesn’t help customers
  37. 42. Content audits are useful
  38. 43. Step 5 - evaluate again!
  39. 44. Optimise task efficiency <ul><li>Improvements to the Blue Badge application process: </li></ul><ul><ul><li>Decreased proportion of users starting an application but failing to complete it, from 45% down to 26% </li></ul></ul><ul><ul><li>Decreased average time on task from 6 to 4 minutes </li></ul></ul>
  40. 45. Track channel usage
  41. 46. What we’ve learnt <ul><li>Data analysis and customer research is resource intensive, but essential </li></ul><ul><li>Devolved web publishing isn’t working – we’ve lost control of our content, which doesn’t help customers carry out top tasks </li></ul><ul><li>Some tasks are not within our immediate control (3 rd party supplier systems) </li></ul><ul><li>Our Contact Centre call handlers need to access information to answer infrequent customer queries, without impacting top tasks </li></ul>
  42. 47. Our next steps <ul><li>Audit content and authoring process </li></ul><ul><ul><li>Streamline content - quality not quantity </li></ul></ul><ul><ul><li>Aim for centralised content publishing </li></ul></ul><ul><li>Update site information architecture and navigation </li></ul><ul><li>Improve search results (on site and in Google) </li></ul><ul><li>Get better information from the Contact Centre </li></ul><ul><li>Do low cost usability testing more often </li></ul><ul><li>Measure customer contact consistently across all our channels </li></ul>
  43. 48. Some useful links <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>
  44. 49. Recommended books <ul><li>The Stranger’s Long Neck, Gerry McGovern </li></ul><ul><li>Rocket Surgery Made Easy, Steve Krug </li></ul><ul><li>Undercover User Experience Design, Cennydd Bowles and James Box </li></ul><ul><li>Search Analytics For Your Site, Louis Rosenfeld </li></ul>
  45. 50. For more information <ul><li>Michele Ide-Smith, Web Strategy Manager </li></ul><ul><li>Cambridgeshire County Council </li></ul><ul><li>Phone: 01223 699710 </li></ul><ul><li>Twitter: @micheleidesmith </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>I sometimes blog about this stuff: </li></ul>