A user-led approach to web content | Carla Scott | March 2015

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Department for Communities and Local Government Local Digital Campaign

Presentation on a user-led approach to web content based on the principles of simple, clearer, faster. Presented by Carla Scott, Project Manager – ASC & Public Health at East Sussex County Council, at the Adult Social Care Signposting Discovery Day held on 2 March 2015 in London.

Government & Nonprofit

A user-led approach to web
content
Carla Scott
Project Manager – ASC & Public Health

Local government tendency to want users to understand
everything they might possibly need to know in case
something goes wrong.
But evidence shows our minds withdraw when confronted
with reams of words.
“Do you actually need to know that at this point?”
Write less, say more

The order
• Split up web sections and ranked the 10 sections in the
order of access - this formed the order (subject to Care
Act priorities)

The evidence (1)
• Google analytics to understand user journeys

• Search terms
• Key words in search engines

The evidence (2)
• Data from our social care call centre

The evidence (3)
• User testing to understand user experience

Web content workshop
• ½ day sessions to re-write and sign off new web content – from a
blank sheet
• Delegates are internal service managers and web authors
• Central digital team facilitating
• Share analytics and user testing
• Guided through a process to:
o Define core services / info
o Define users, “I am xxx, I need to xxx, so I can xxx”
o Consider current access routes and what the task is
o Rewrite and sign off new content in new design templates

Define the users of services
and their needs
I am xxx, and I need to xxx so that I can xxx

Some findings
• Most people will start at Google
• Only publish services we deliver
• People are task focussed, not process/department
focussed. They won’t browse.
• Design a simpler, clearer and faster experience for
the majority. Provide contact details for the
minority who need more.

Carla Scott
Project Manager – ASC & Health web content
01273 336 833
carla.scott@eastsussex.gov.uk
@CarlaScott03

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