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Managing Top Tasks


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This was a presentation given at the 'Building Perfect Cou

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Managing Top Tasks

  1. 1. Managing top tasks Michele Ide-Smith, Web Strategy Manager Matthew Godfrey, User Experience Architect Cambridgeshire County Council July 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 – Analyse data <ul><li>Google Analytics </li></ul><ul><ul><li>unique page views </li></ul></ul><ul><ul><li>search terms </li></ul></ul><ul><li>Crazy Egg – heat map of user clicks </li></ul><ul><li>Transactions (eforms, payments) </li></ul><ul><li>Calls to the Contact Centre* </li></ul><ul><li>Face to face contacts* </li></ul><ul><li>* We’re working on how we map these to web contacts </li></ul>
  5. 5. Council staff are not customers!
  6. 6. So filter out Council traffic This page was set as the home page on all PCs in Libraries
  7. 7. Track impact of marketing and promotional activities
  8. 8. Annotations in Google Analytics
  9. 9. Look at search statistics for users’ search terms
  10. 11. Find out where customers click (using Crazy Egg or Google Analytics)
  11. 13. Tracking customer journeys across multiple domains can be tricky
  12. 15. Categorise and log customer contact consistently across all contact channels
  13. 16. 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)
  14. 17. Step 2 – Define top tasks
  15. 18. Top tasks
  16. 19. Step 3 – Evaluate (existing) <ul><li>Evaluate usability and effectiveness of the top tasks using different methods </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>Collect baseline data! </li></ul>
  17. 20. 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
  18. 21. Expert reviews by the team
  19. 22. Walkthrough example
  20. 23. Page level ratings Customer view CMS author view Web team view We send reports with comment to CMS authors
  21. 24. 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;
  22. 25. Remote user testing
  23. 26. Remote testing Remote testing tells you there is a problem, but not why there’s a problem
  24. 27. Moderated user testing Moderated testing reveals why users are having problems
  25. 28. Step 4 - Improve <ul><li>Change site templates and content to improve usability and 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 align with top tasks </li></ul><ul><li>Audit and streamline content pages </li></ul><ul><li>Change content governance </li></ul>
  26. 29. 55 % of visits from search engines 9% of visits include the home page
  27. 30. Our new home page?
  28. 31. Use landing pages which link to top tasks and use terminology that matches users’ search terms
  29. 33. Improve and test task usability
  30. 34. Users struggled with the search by road number The town/street drop downs are large and hard to navigate
  31. 35. Road number and name are now combined in an auto-suggest AJAX search
  32. 36. Step 5 - evaluate again! <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>
  33. 37. Track channel usage
  34. 38. Measure channel shift trends
  35. 39. What we’ve learnt <ul><li>It can be resource intensive to analyse and interpret the data, but it’s essential </li></ul><ul><li>We spend too much time training and supporting content authors and persuading them to make changes that improve customer experience </li></ul><ul><li>Some tasks are not within our immediate control (3 rd party supplier systems) </li></ul>
  36. 40. 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>Revise content authoring model </li></ul></ul><ul><li>Improve IA and review navigation </li></ul><ul><li>Get better info from the Contact Centre </li></ul><ul><li>Consistent measurement of customer contact across all channels </li></ul>
  37. 41. 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>
  38. 42. 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>