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BUILDING A UX STRATEGY
FOR EUROPE
A case study of the Digital Transformation
programme of the European Commission.
Annie Stewart | annie.stewart@internetarchitects.be | @AnnieStewart
CHALLENGE
1.
THE BRUSSELS BUBBLE
Challenge…
A POLITICAL INSTITUTION
Challenge…
DECENTRALISED AND SILOD
Challenge…
CONTENT CHAOS
Challenge…
BRIEF
2.
THE DIGITAL TRANSFORMATION
TEAM
We	
  are	
  here.	
  
Brief…
9
Brief
A digital platform for the Commission
›  Relevant to users
›  Coherent
›  Cost-efficient
STRATEGY…
3.
HOW WE WORK
3.
Strategy:
“An adaptation that serves an
important function in achieving
evolutionary success.”
BOTTOM-UP AND TOP-DOWN
How we work…
METHODICAL AND AGILE
How we work…
BROAD AND NARROW SCOPE
How we work…
16
How we work
ENTIRE	
  COMMISSION	
  
17
How we work
Product,	
  service,	
  UX	
   Governance,	
  process	
   Vision,	
  culture	
  
ENTIRE	
  COMMISSION	
  
18
How we work
Product,	
  service,	
  UX	
   Governance,	
  process	
   Vision,	
  culture	
  
ENTIRE	
  COMMISSION	
  
5	
  
	
  
Digital	
  is	
  at	
  the	
  heart	
  of	
  policy	
  and	
  strategy.	
  Services	
  are	
  digital	
  by	
  default.	
  Digital	
  culture	
  is	
  strong:	
  agile,	
  user-­‐centred,	
  innovaIve,	
  responsive.	
  
	
  
4	
  
	
  
Senior	
  management	
  have	
  made	
  significant	
  progress	
  in	
  delivering	
  the	
  vision	
  and	
  plan,	
  implemenIng	
  new	
  capability	
  and	
  trialling	
  it	
  successfully	
  by	
  re-­‐engineering	
  a	
  
range	
  of	
  services	
  to	
  be	
  digital	
  by	
  default.	
  
	
  
3	
  
	
  
Senior	
  management	
  in	
  place	
  with	
  a	
  remit	
  to	
  set	
  targets,	
  develop	
  over-­‐arching	
  vision	
  and	
  plan,	
  and	
  develop	
  necessary	
  capability	
  and	
  culture.	
  Digital	
  is	
  seen	
  as	
  a	
  key	
  
transformaIon	
  and	
  advocacy	
  is	
  strong	
  at	
  key	
  parts	
  of	
  the	
  organisaIon.	
  
	
  
2	
  
	
  
Some	
  digital	
  services,	
  but	
  o6en	
  of	
  limited	
  quality.	
  Digital	
  teams	
  in	
  place	
  but	
  tend	
  to	
  be	
  siloed	
  in	
  business	
  units	
  or	
  service/programme	
  teams	
  and	
  have	
  limited	
  
budget	
  and	
  remit.	
  Senior	
  (board	
  level)	
  digital	
  management	
  not	
  in	
  place.	
  
	
  
1	
  
	
  
No	
  awareness	
  of	
  digital	
  capability,	
  no	
  resources	
  allocated,	
  no	
  digital	
  strategy,	
  plan	
  or	
  metrics,	
  no	
  understanding	
  of	
  best	
  pracIce,	
  no	
  digital	
  services.	
  
	
  
APPROACH
4.
USER TASKS AND BUSINESS GOALS
Approach…
22
Approach
Rank the user tasks
23
Approach
Structure the content
Top tasks methodology
Teaching the Commission to let users lead
EducaIon	
  
News,	
  
PublicaIons,	
  
Events	
  
EU	
  Regional	
  &	
  
Urban	
  
Investment	
  
Research	
  &	
  
InnovaIon	
  
About	
  the	
  EU	
  
Food	
  &	
  
Farming	
  
	
  Funding	
  &	
  
Tenders	
  
Business,	
  
economy	
  
Jobs	
  at	
  the	
  
European	
  
Commission	
  
Strategy	
  
Live,	
  Work,	
  
Travel	
  in	
  EU	
  
StaIsIcs	
  
Law	
   Environment	
  
Aid,	
  Human	
  
Rights	
  
24
Approach
Content strategy: tasks + goals
USER	
  	
  
TASKS	
  
BUSINESS	
  
GOALS	
  
DEMONSTRATE AND EDUCATE
Approach…
26
Approach
Commissioner pages
27
Approach
Public beta
28
Approach
Own the success metrics
›  Don’t compete with existing metrics, make your own
›  Make sucess a publishing criteria
STRATEGY
5.
3030
Strategy
The relationship between the
Commission and its users
›  This is our audience
›  This is what they want
›  This is how the Commission needs to see themselves
CITIZENS
Assumed online audience…
PROFESSIONALS
Actual online audience…
3333
What the users want
Assumed and actual user needs
EC EMPLOYEES
Funding, grants, subsidies
Working in an EU country
Jobs, traineeships
Complaints
About the EC
3434
What the users want
Assumed and actual user needs
EC EMPLOYEES USERS
Funding, grants, subsidies EU Law
Working in an EU country Research and innovation
Jobs, traineeships Funding, grants, subsidies
Complaints Education and training
About the EC Strategy, political priorities
SERVICE PROVIDERS
Position…
3636
Strategy
Set the programme strategy
›  Focus on architecture and audience, then on services
›  Create governance around user tasks
›  Align vision and culture around correct audience and
positioning
3737
Strategy
From information to services
Content	
  transiIon	
  
User	
  research	
  
Service	
  design	
  
Digital	
  maturity	
   1	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  2	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  3	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  4	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  5	
  
If you want to build a strategy,
don’t start with strategy.

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UX STRAT Europe, Annie Stewart: Building a UX Strategy for Europe

  • 1. BUILDING A UX STRATEGY FOR EUROPE A case study of the Digital Transformation programme of the European Commission. Annie Stewart | annie.stewart@internetarchitects.be | @AnnieStewart
  • 8. THE DIGITAL TRANSFORMATION TEAM We  are  here.   Brief…
  • 9. 9 Brief A digital platform for the Commission ›  Relevant to users ›  Coherent ›  Cost-efficient
  • 12. Strategy: “An adaptation that serves an important function in achieving evolutionary success.”
  • 15. BROAD AND NARROW SCOPE How we work…
  • 16. 16 How we work ENTIRE  COMMISSION  
  • 17. 17 How we work Product,  service,  UX   Governance,  process   Vision,  culture   ENTIRE  COMMISSION  
  • 18. 18 How we work Product,  service,  UX   Governance,  process   Vision,  culture   ENTIRE  COMMISSION   5     Digital  is  at  the  heart  of  policy  and  strategy.  Services  are  digital  by  default.  Digital  culture  is  strong:  agile,  user-­‐centred,  innovaIve,  responsive.     4     Senior  management  have  made  significant  progress  in  delivering  the  vision  and  plan,  implemenIng  new  capability  and  trialling  it  successfully  by  re-­‐engineering  a   range  of  services  to  be  digital  by  default.     3     Senior  management  in  place  with  a  remit  to  set  targets,  develop  over-­‐arching  vision  and  plan,  and  develop  necessary  capability  and  culture.  Digital  is  seen  as  a  key   transformaIon  and  advocacy  is  strong  at  key  parts  of  the  organisaIon.     2     Some  digital  services,  but  o6en  of  limited  quality.  Digital  teams  in  place  but  tend  to  be  siloed  in  business  units  or  service/programme  teams  and  have  limited   budget  and  remit.  Senior  (board  level)  digital  management  not  in  place.     1     No  awareness  of  digital  capability,  no  resources  allocated,  no  digital  strategy,  plan  or  metrics,  no  understanding  of  best  pracIce,  no  digital  services.    
  • 20. USER TASKS AND BUSINESS GOALS Approach…
  • 21.
  • 23. 23 Approach Structure the content Top tasks methodology Teaching the Commission to let users lead EducaIon   News,   PublicaIons,   Events   EU  Regional  &   Urban   Investment   Research  &   InnovaIon   About  the  EU   Food  &   Farming    Funding  &   Tenders   Business,   economy   Jobs  at  the   European   Commission   Strategy   Live,  Work,   Travel  in  EU   StaIsIcs   Law   Environment   Aid,  Human   Rights  
  • 24. 24 Approach Content strategy: tasks + goals USER     TASKS   BUSINESS   GOALS  
  • 28. 28 Approach Own the success metrics ›  Don’t compete with existing metrics, make your own ›  Make sucess a publishing criteria
  • 30. 3030 Strategy The relationship between the Commission and its users ›  This is our audience ›  This is what they want ›  This is how the Commission needs to see themselves
  • 33. 3333 What the users want Assumed and actual user needs EC EMPLOYEES Funding, grants, subsidies Working in an EU country Jobs, traineeships Complaints About the EC
  • 34. 3434 What the users want Assumed and actual user needs EC EMPLOYEES USERS Funding, grants, subsidies EU Law Working in an EU country Research and innovation Jobs, traineeships Funding, grants, subsidies Complaints Education and training About the EC Strategy, political priorities
  • 36. 3636 Strategy Set the programme strategy ›  Focus on architecture and audience, then on services ›  Create governance around user tasks ›  Align vision and culture around correct audience and positioning
  • 37. 3737 Strategy From information to services Content  transiIon   User  research   Service  design   Digital  maturity   1                                        2                                        3                                        4                                        5  
  • 38. If you want to build a strategy, don’t start with strategy.