SlideShare a Scribd company logo
Creating better customer
experiences online
Brussels,
Brussels Dec 4 2013
4,
Gerry McGovern
y
gerry@customercarewords.com
www.customercarewords.com

@gerrymcgovern
A

B
Kreftforeningen jobber med å forbedre sitt tilbud på nett.

Tasks

Total Vote

% of T t l
f Total
Vote 22950

Cumulative
C
l ti
Vote

Cumulative
C
l ti
Tasks

1346
951
876
860
820

5.9%
4.1%
3.8%
3 8%
3.7%
3.6%

5.9%
10.0%
13.8%
13 8%

1.3%
2.5%
3.8%
3 8%

17.6%

5.1%

21.1%

6.3%

710
634
585
560
513
501
490
488
452
451

3.1%
2.8%
2 8%
2.5%
2.4%
2.2%
2.2%
2.1%
2 1%
2.1%
2.0%
2.0%

24.2%
27.0%
27 0%
29.6%
32.0%
34.2%
36.4%
38.5%
38 5%
40.7%
42.6%
44.6%

7.6%
8.9%
8 9%
10.1%
11.4%
12.7%
13.9%
15.2%
15 2%
16.5%
17.7%
19.0%

440
429
423

1.9%
1 9%
1.9%
1.8%

46.5%
46 5%

20.3%
20 3%

48.4%
50.2%

21.5%
22.8%

416

1.8%

52.0%

24.1%

398

1.7%

53.8%

25.3%

Treatment of Cancer (therapies , adverse effects , risks,
1 prognosis)
2 Symptoms of cancer

Preventing cancer - what can you do?
ti
h t
d ?
3 P
4 Cancer (symptoms, prognosis, treatment)
5 Research (latest results)

Top 25%

Choosing a hospital for cancer treatment (waiting times,
6 best deals)
7
8
9
10
11
12
13
14
15
16
17
18
19
20

Patients
P ti t - what rights do you have?
h t i ht d
h
?
Relatives - how to deal with it?
Waiting times (treatment, reconstruction, rehabilitation)
Nutrition and diet to prevent cancer
Examining yourself - this is how you do it
Ask professionals for advice (e mail phone chat)
(e-mail, phone,
Children and young people with cancer
Suspicion of cancer
Mass screenings (mammograms, prostate, cervix)
Life after cancer treatment (return to work and everyday
)
Diagnoses (various cancers)
Doctor Visit - what to think about and ask?
Norwegian Labour and Welfare Administration and
hospitals
Classes and groups for people with cancer and their
families

26-50%
26 50%

51-75%
Kreftforeningen jobber med å forbedre sitt tilbud på nett.
7.0%

6.0%

Vote

5.0%

4.0%
4 0%

3.0%

2.0%

1.0%

0.0%
1

6

11

16

21

26

31

36

41

Tasks

46

51

56

61

66

71

76
Kreftforeningen jobber med å forbedre sitt tilbud på nett.

Tasks
60 Volunteer
61 Give gift to the Cancer Society
62
63
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
79

The Varde center (opening hours, contact details,
quotations)
Local offices of the Cancer Society
Aids (prostheses, wigs)
Online shop (Pink Ribbon, Livestrong bands)
p(
,
g
)
Employees of the Cancer Society
Sexuality and cancer
Press releases
Vacancies
Donation in connection with funeral
Annual statement for tax return
Testament - help with writing will/testament
Businesses - how to support the Cancer Society?
Change / register information about the donor /
membership
Starting a collection
Annual report of the Cancer Society
Memory Gift ("In memory of ...")
Legacy gift (how to give )
Tax deductions for donations to the Cancer Society

Total Vote

% of Total
Vote 22950

Cumulative
Vote

Cumulative
Tasks

99
92

0.4%
0.4%

96.7%
97.1%

75.9%
77.2%

76
74
73
64
61
49
47
35
26
25
25
23

0.3%
0.3%
0.3%
0.3%
0.3%
0.2%
0.2%
0.2%
0.1%
0.1%
0.1%
0.1%

97.4%
97.8%
98.1%
98.3%
98.6%
98.8%
99.0%
99.2%
99.3%
99.4%
99.5%
99.6%

78.5%
79.7%
81.0%
82.3%
83.5%
84.8%
86.1%
87.3%
88.6%
89.9%
91.1%
92.4%

19
18
16
13
11
11

0.1%
0.1%
0.1%
0.1%
0.0%
0.0%

99.7%
99.8%
99.8%
99.9%
100.0%
100.0%

93.7%
94.9%
96.2%
97.5%
98.7%
100.0%


From 5,000 to 1,000 pages (80% decrease)



70% increase in one-time donations



88% increase in monthly donors registered



164% increase in members registered



348% increase in incoming links
g



80% increase in visitors
45 to 6
5,000 to 1,000
5 000 t 1 000
The World’s Very
First W b i
Fi Website (1992)

2013
2013 Best
Design of
g
the Year
£10 billion savings: 2012 / 2013

We focus on
user needs
needs.

O t s £10bn, G S as been
Of this £ 0b , GDS has bee
responsible for over £500m.

“What’s helped us achieve that? In
p
large part it’s because at GDS we
focus on user needs Relentlessly
needs. Relentlessly.
This might sound at odds with a drive
towards efficiency, but we have found
it to be the best way to reduce cost.”
cost
Mike Bracken, Digital Director, GDS
2011
2011
2013
✓Deleted 50% of all content
✓Use of the Loan calculator
increased by 236%

✓Traffic to the most important
product information and services
increased by 520%
“Just get rid of the crappy stuff
and focus on the good stuff ”
stuff.”
“We make progress by eliminating
We
things, by removing the superfluous.”
35
6 December 2013

© 2011 - Customer
Carewords Ltd
87%

Telenor –
reduction of pages





Total pages reduced from 4,000
p g
,
to 500
Conversion rate 100% up
C
i
t
Emails to customer service down
by 35% (key channel)
Customer satisfaction ratings up
36
37
6 December 2013

© 2011 - Customer
Carewords Ltd
49

Country surveys / 
reviews / reports
Compare country 
statistical data
Statistics on one 
particular topic
Browse a 
publication 
online for f…

11

6
Top 20 Tasks
Tasks
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20

Country surveys / reviews / reports
y
y
p
Compare country statistical data
Statistics on one particular topic
Browse a publication online for free
Working papers
Publication by topic
Basic facts, summaries and overviews
Statistics on one particular country
Statistical forecasts / projections
Access to raw data
International guidelines and standards (corporate
governance,
governance tax havens, etc )
havens etc.)
Statistical sources and methods
What's new (hot topics, recent publications, events)
OECD policy advice by topic, country
OECD Annual Report
Publication by country
y
y
Best practice in policy implementation
Publication by title
Simple, easy-to-understand tables and graphs
News releases

Total Vote

% of Total
Vote 31800

Cumulative
Vote

Cumulative
Carewords

2178
1960
1869
1610
1530
1478
1379
1285
1210
1051

7%
6%
6%
5%
5%
5%
4%
4%
4%
3%

7%
13%
19%

1%
3%
4%

24%

6%

29%
33%
38%
42%
46%
49%

7%
9%
10%
11%
13%
14%

1025
1019
1004
843
784
746
739
614
613
542

3%
3%
3%
3%
2%
2%
2%
2%
2%
2%

52%
55%
58%

16%
17%
19%

61%

20%

64%
66%
68%
70%
72%
74%

21%
23%
24%
26%
27%
29%

Top 25%

26-50%
26 50%

51 75%
51-75%
Bottom 20 Tasks
Total Vote

% of Total
Vote 31800

Find a local library with OECD publications
How OECD i t
H
interacts with non-member countries
t
ith
b
ti
Subscriptions to OECD services
Photos / images / videos
OECD Annual Forum / Ministerial Council Meeting
Have your say (public consultation and participation)
How OECD is funded (budget)
How peer review works
Find OECD officials (secretary-general, directors,
ambassadors)
Acronyms, abbreviations
Personalize the website (MyOECD)
Press conferences (calendar, accreditation)

92
92
90
80
73
71
70
60

0%
0%
0%
0%
0%
0%
0%
0%

97%
97%
97%
97%
98%
98%
98%
98%

73%
74%
76%
77%
79%
80%
81%
83%

59
57
56
56

0%
0%
0%
0%

99%
99%
99%
99%

84%
86%
87%
89%

Find a local bookshop / distributor for OECD publications
Publishing rights and permissions
What's involved in OECD membership
Secretary-General speeches and activities
S
t
G
l
h
d ti iti
Find OECD locations
Tours of the OECD
Hotels near OECD locations
Password problems

51
45
44
39
38
37
24
23

0%
0%
0%
0%
0%
0%
0%
0%

99%
99%
99%
100%
100%
100%
100%
100%

90%
91%
93%
94%
96%
97%
99%
100%

Tasks
51
52
2
53
54
55
56
57
58
59
60
61
62
63
64
65
66
67
68
69
70

Cumulative
Vote

Cumulative
Carewords
DELL POWEREDGE SERVERS ARE
‘From the start, our entire
From
g
business--from design to
manufacturing to sales--was
oriented around listening to the
customer, responding to the
customer, and delivering what
t
d d li i
h t
the customer wanted ’
wanted.
Michael Dell
“Streamline"
“St
li "
experience
Prevent
"distractions"
distractions
Meet the Google guys!

New Improved Search

Sergey B i
S
Brin

Google is delighted to announce
the launch of our new improved
search. It’s now even easier to
search on our website. Read More

Google News!
Google Primes for Mobile Search Surge
Google launches iGoogle Artist Themes
Google Lets AdWords Users Buy TV Ads
Google Ads Street View To Driving Directions
Google looking to map the abyss

WELCOME TO OUR
WEBSITE!!
Mary Meeker, 2010
Places
Pl

Populated
Area

FVCS

Large Metro
Area

Capital Cities
Of Canada
Useless
Links

Stuff
Infinity &
Beyond

Tools

FAQS

Content

Slow Links
TOP TASKS
IDENTIFICATION
Tasks Pie Chart

44

1

2

3

4
5
6
7
8

Top 25%

26-50%
26 50%

51 75%
51-75%

20

14
Shortlist
Possible complications of a
Check symptoms
y p
condition / disease
Basic facts about conditions / How is a condition
diseases
diagnosed?
Rate my hospital, GP,
Book an appointment online chemist, etc
Get advice from a doctor /
nurse (phone, website chat,
email)
Can I get this on the NHS?
What to do based on your
symptoms
s mptoms
Safe se / famil planning
sex family
Best place to go for help (GP,
A & E, clinic, walk-in centre, Description of operation /
pharmacist)
procedure
When to seek urgent medical Things to do to improve
attention
chances of recovery
Choose best place to get
treatment based on what
Get your medical records
other patients say
online
How a condition / disease
Health issues related to ageshould be treated
group
Compare hospitals on
convenience (location,
What d i
Wh to do in a medical
di l
parking, public transport,
ki
bli
emergency
visiting hours)

Get test results online
Opening times (GPs, clinics,
chemists)
Can I treat this myself?
Seriousness of a condition /
disease (prognosis)
Diet, food and nutrition
Compare hospitals based on
quality of care (infection
rates, MRSA, surgical errors,
death rates)
Contact details for hospitals,
GPs, gyms, etc
Treating common health
problems at home
Choose a GP that's right for
you
Tips for coping with a
condition / disease
Medicine / Drug guide (side
effects, interactions,
effects interactions pill
identifier, dosage)

How different treatments
work
Cost of treatment
Appointment reminders
Treatment success rate
Other illnesses with
symptoms like this

Compare treatment options
Drug-free treatments
(counseling, therapy, yoga)
Reduce your risk
Different types of a condition
/ disease
di
Find support groups,
helplines
Travel health (emergencies,
immunisation,
immunisation European
Health Insurance Card)
Talk to a health professional
(phone, website chat, email)

Shortlist

Get a second opinion
Further research (statistics
(statistics,
Order prescription medicines clinical trials, books,
online
websites)
Causes of a condition /
Feeling happier / overcoming
disease
sadness
Change your lifestyle (fitness, Body Mass Index (BMI)
weight, smoking, drinking)
calculator
Health check up
Look up a medical term
(medical dictionary)
Living with a condition /
disease
Avoiding and preventing
disease

Facts on alternative medicine
Effects on my family
Compare hospital waiting
times
Myths about conditions /
diseases

Find out how healthy you are Care and treatment at home
Is a condition / disease
Warning signs
infectious?
Other conditions / diseases
Screening, scans, testing
linked to a condition
Help with day-to-day
management of your
condition / disease
News about the NHS

Family history / genetic
predisposition
Check if a health story in the
Find specialists / consultants news is true
Support to lead a healthy
lifestyle
Vaccines
Find a hospital / clinic for a
particular operation or
Share stories / experiences
condition
with others in your situation
Medical equipment (devices,
First Aid guide
gadgets, aids)
Risks associated with
What to ask my Doctor
lifestyle
Get an information
Dealing with stress
prescription
Get
G t news updates (email,
d t (
il
Know your rights
text)
Support available (legal,
What services does my
benefits, costs, work, home
help)
chemist provide?
Latest health news (research,
expert articles, new
Learn how others changed
medicines)
their lifestyle
Risks / side effects
associated with a treatment
Longlist
Browse over a dozen
doctor written and
reviewed (yet easy to
read) medical
90 days with StayQuit
encyclopedias
A Guide for Healthy
Cable Television
Nutrition
Programs
A&E
Calculators
Access to healthcare
Calculators (Body mass
abroad
index, cost of smoking)
Calculators (Body mass,
heart attack risk calorie
risk,
Activity and Menu Planners burn)
Addictions
Caregiving
Adults
Case studies
Advice if you've had
unprotected sex or a
Check your symptoms and
contraception mishap
get personalised advice
Advocacy
Children
Aging
Children's Health

Alcohol
Al h l
Alcohol
All about medicines
All A-Z topics
All directories
All Live Well
g
Allergies
Alphabetic List of Specific
Diseases / Disorders
Answer Yes or No
Answers to hundreds of
your common health
questions
Answers t thousands of
A
to th
d f
your common health
questions
Appointments

Choosing a F il D t
Ch
i
Family Doctor
Chronic Diseases
Clinical Trials
Clinical Trials
Clinician, health
professional resources
Cold and flu advice
Commissioned services

Common health questions
Community

Community A-Z

Community Calendar
Community Health Center
Sources for Longlist
1. Organization strategy
2.
2 Stakeholder reviews
3. Existing website
4. Top search terms (annual)
5.
5 Most visited pages files (annual)
pages,
6. Competitor or peer websites
7. T di i
Traditional / social media
l
i l
di
8. Customer feedback / research
Shortlisting
RULES
NO BRANDS
NO GOALS
•
•
•
•
•

I'd like to be happier
I'd like to have more energy
I'd like to improve my family's health
I'd like to sleep better
Live well
NO ORG WORDS
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20

l
ta

m
al

To

3

Fe

2

Check symptoms
Basic facts about conditions / diseases
Book an appointment online
Get advice from a doctor / nurse (phone, website chat,
email)
What to do based on your symptoms
Best place to go for help (GP, A & E, clinic, walk-in
centre, pharmacist)
When to seek urgent medical attention
Get your medical records online
How a condition / disease should be treated
H
diti
di
h ld b t
t d
What to do in a medical emergency
Get test results online
Opening times (GPs, clinics, chemists)
Can I treat this myself?
Seriousness of a condition / disease (prognosis)
(p g
)
Diet, food and nutrition
Compare hospitals based on quality of care (infection
rates, MRSA, surgical errors, death rates)
Contact details for hospitals, GPs, gyms, etc
Treating common health problems at home
Choose a GP that s right for you
that's
Tips for coping with a condition / disease

3%
3%
4%

5%
4%
3%

5%
4%
4%

3%
2%

3%
3%

3%
3%

3%
2%
3%
2%
%
2%
2%
2%
2%
2%
1%

3%
2%
2%
2%
%
2%
2%
2%
2%
2%
2%

3%
2%
2%
2%
%
2%
2%
2%
2%
2%
2%

2%
2%
1%
2%
2%

2%
2%
2%
1%
2%

2%
2%
2%
2%
2%

M

Tasks
1

al
e

e

NO DEMOGRAPHICS
NO TOOLS / FORMATS
•
•
•
•
•
•
•
•

Calculators
Interactive Health Tutorials
Medical Podcasts
Personal Health Tools
Picture slideshows
Podcasts
Surgery Videos
Videos
NOT TOO HIGH
•
•
•
•
•
•
•
•

Facts and Figures
Conditions
C diti
Diseases
Find
Fi d services
i
Frequently asked health questions
Injury Prevention
I j
P
ti
Medical conditions
Mind, B d
Mi d Body, & S i it
Spirit
NOT TOO LOW
•
•
•
•
•
•

Emergency contraception
E
t
ti
Nonprofit Agencies
Poems and stories about h lth
P
d t i
b t health
Cancer
Diabetes
Di b t
Walk-in centres
DISEASES / CONDITIONS
•
•
•
•
•
•
•

Basic facts about conditions / diseases
Different types of a condition / disease
How is a condition diagnosed?
Is a condition / disease infectious?
Myths about conditions / diseases
Other conditions / diseases linked to a
condition
Seriousness of a condition / disease
(prognosis)
NO OVERLAPS
In researching a condition / disease what 5 factors are most important to you?

Tasks

Duplicate

Book your GP appointment
online

appointment

Let me book an appointment

appointment

Make an appointment
Remind me when it's time for
my appointment

appointment
appointment

Request an appointment

appointment

Class

Source

Find services /
experts
patients.co.uk
Find services /
experts
user goals doc
Find services /
experts
mayoclinic.com
Living With
user goals doc
Find services /
experts
netwellness

Internal
I t
l
Source
NO DEMOGRAPHICS
Tasks
Where can I find a diabetes
clinic?
Which Health Screenings Do
You Need?
Women
Women's health
Women's Health
Womens Health Information
Work gyms and performance
Workplace health
Your guide to the science in the
news

Duplicate Class

Source
user goals doc

Women
Women
Women
Women

Health.yahoo.com
familydoctor.org
bbc health
webmd.com
healthsites.co.uk
healthsites co uk
NHS Choices
NHS Choices
NHS Choices

Internal
Source
AVOID VERBS
AVOID REPETITION
•
•
•
•
•
•
•
•
•
•
•

Health bookshop
Health Calculators
Health check
Health Check Tools
Health directory
Health encyclopaedia
Health expert advice
Health Journals
Health Library
Health News
Health tools

Maximum 4
tasks that
begin with
the same
word
COMPLETE
Find a job
Find my nearest (school, library, etc)
Freedom of information, privacy
Grants, funds and awards
Housing
Leisure activities (parks, open spaces,
greenways)
Licences and permits
Markets (locations, times, types)
News
Parking (fines, car parks, park and ride,
residents, blue badges, ParkWise)
Planning (application, advice, building control,
development, permission)
Pollution control (air, land, water, substances)
Procurement, tenders, contracts
Records office (genealogy family history
(genealogy,
history,
census, archives, ancestry)

Find my local council
Forms
Funerals, burials, cremations and cemeteries
Hospitals, health authorities
Land and property (sales charges personal
(sales, charges,
search, register)
Libraries
Maps of Lancashire (MARIO)
Minorities support
Older people (residential care, day centres,
services)
Payments to council (bills, invoices)
Policies (equality and diversity, accessibility,
social inclusion, transport, safety)
Press releases (media enquiries)
Ranger services
Recycling centres (sites, times)
Top 20 Tasks
Tasks
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20

Total Vote

% of Total
Vote 16320

Cumulative
Vote

Cumulative
Carewords

Find a job
Hospitals, health authorities
Waste collection and management (household bins,
g
(
,
refuse, bulky, recycling)
Emergency services (fire, rescue, police, ambulance)
Teachers (recruitment, retention, training, courses)
Libraries
Roads and highways faults (flooding, potholes, street
lights, gritting)
Leisure activities (parks, open spaces, greenways)
Council tax
Culture (museums, galleries, heritage, historic buildings,
sites, monuments)
School opening (term, holiday other closure dates)
(term holiday,
Recycling centres (sites, times)
Tourism (attractions, photographs, areas of outstanding
natural beauty)
Anti-social behaviour (vandalism, ASBoB)
Timetables (public transport, journey planner,
(p
p ,j
yp
,
TravelWise)
Conservation (ecology, nature, forestry, woodlands)
Childcare (safeguarding, advocacy, family support)
Street cleaning (litter, graffiti, flyposting)
School admissions, places (primary, secondary)
Maps of Lancashire (MARIO)

1207
781

7%
5%

7%
12%

1%
2%

674
651
625
589

4%
4%
4%
4%

16%
20%

3%
4%

24%

5%

28%

7%

494
424
389

3%
3%
2%

31%
33%
36%

8%
9%
10%

378
378
324

2%
2%
2%

38%
40%
42%

11%
12%
13%

322
314

2%
2%

44%
46%

14%
15%

305
283
247
243
242
231

2%
2%
2%
1%
1%
1%

48%
50%
51%

16%
17%
18%

53%

20%

54%
56%

21%
22%

Top 25%

26-50%
26 50%

51 75%
51-75%
ONE TASK
•
•
•
•

Choose a Doctor, find a clinic
Drugs info, symptom checker
info
Nutrition and Fitness
News and events

• Avoid acronyms
y
• Max 7 words / 55 chars
Category Questions
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20

Check symptoms
Basic facts about conditions / diseases
Book an appointment online
Get advice from a doctor / nurse (phone, website chat,
email)
What to do based on your symptoms
Best place to go for help (GP A & E clinic walk-in
(GP,
E, clinic,
centre, pharmacist)
When to seek urgent medical attention
Get your medical records online
How a condition / disease should be treated
What d i
Wh to do in a medical emergency
di l
Get test results online
Opening times (GPs, clinics, chemists)
Can I treat this myself?
Seriousness of a condition / disease (prognosis)
(p g
)
Diet, food and nutrition
Compare hospitals based on quality of care (infection
rates, MRSA, surgical errors, death rates)
Contact details for hospitals, GPs, gyms, etc
Treating common health problems at home
Choose a GP that's right for you
Tips for coping with a condition / disease

Fe
m
al
e
To
ta
l

Tasks

M
al
e

Gender
3%
3%
4%

5%
4%
3%

5%
4%
4%

3%
2%

3%
3%

3%
3%

3%
2%
3%
2%
2%
2%
2%
2%
2%
1%

3%
2%
2%
2%
2%
2%
2%
2%
2%
2%

3%
2%
2%
2%
2%
2%
2%
2%
2%
2%

2%
2%
1%
2%
2%

2%
2%
2%
1%
2%

2%
2%
2%
2%
2%

Top 25%

26-50%
26 50%

51 75%
51-75%
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20

Check symptoms
Basic facts about conditions / diseases
Book an appointment online
Get advice from a doctor / nurse (phone, website chat,
email)
What to do based on your symptoms
Best place to go for help (GP, A & E, clinic, walk-in
centre, pharmacist)
When to seek urgent medical attention
Get your medical records online
How a condition / disease should be treated
What to do in a medical emergency
Get test results online
Opening times (GPs, clinics, chemists)
Can I treat this myself?
Seriousness of a condition / disease (prognosis)
Diet, food and nutrition
Compare hospitals based on quality of care (infection
rates, MRSA, surgical errors, death rates)
Contact details for hospitals, GPs, gyms, etc
Treating common health problems at home
Choose a GP that's right for you
Tips for coping with a condition / disease

es
t
rk
sh
ire
Ea
st
M
id
W
la
es
n
t M ds
id
Ea
la
st
nd
s
En of
gl
an
d
Lo
nd
on
So
ut
h
Ea
So
st
ut
h
W
To
es
t
ta
l

W

Yo

or
th
N

N

Tasks
1

or
th

Ea

st

Region
5%
4%
3%

4%
2%
4%

6%
4%
3%

5%
4%
2%

4%
4%
3%

3%
5%
3%

4%
3%
4%

5%
4%
4%

5%
4%
4%

5%
4%
4%

3%
3%

3%
4%

3%
4%

4%
4%

4%
3%

3%
4%

3%
3%

3%
3%

4%
3%

3%
3%

1%
3%
2%
2%
2%
1%
2%
2%
3%
1%

3%
3%
2%
2%
2%
3%
2%
3%
2%
2%

2%
2%
2%
2%
1%
2%
2%
2%
2%
1%

3%
3%
2%
2%
4%
2%
1%
2%
2%
3%

3%
2%
2%
2%
2%
2%
2%
2%
2%
2%

2%
2%
3%
2%
2%
2%
1%
2%
3%
2%

3%
2%
2%
2%
2%
2%
2%
2%
1%
2%

2%
2%
2%
3%
2%
2%
2%
2%
2%
1%

2%
2%
3%
2%
2%
3%
2%
1%
2%
2%

3%
2%
2%
2%
2%
2%
2%
2%
2%
2%

1%
2%
3%
1%
2%

3%
2%
2%
1%
2%

2%
1%
2%
2%
2%

2%
1%
1%
2%
2%

1%
2%
2%
2%
1%

1%
1%
2%
1%
2%

2%
3%
2%
2%
1%

1%
2%
2%
1%
2%

2%
1%
2%
2%
2%

2%
2%
2%
2%
2%

Top 25%

26-50%
26 50%

51 75%
51-75%
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20

Check
Ch k symptoms
t
Basic facts about conditions / diseases
Book an appointment online
Get advice from a doctor / nurse (phone, website chat,
email)
What to do based on your symptoms
Best place to go for help (GP, A & E, clinic, walk-in
centre, pharmacist)
When to seek urgent medical attention
Get your medical records online
How a condition / disease should be treated
What to do in a medical emergency
Get test results online
Opening times (GPs, clinics, chemists)
Can I treat this myself?
Seriousness of a condition / disease (prognosis)
Diet, food and nutrition
Compare hospitals based on quality of care (infection
rates, MRSA, surgical errors, death rates)
Contact details for hospitals, GPs, gyms, etc
Treating common health problems at home
Choose a GP that s right for you
that's
Tips for coping with a condition / disease

pe
rv
is
Sk
or
ill
y
ed
m
O
an
th
ua
er
l
m
an
N
ot
ua
in
l
w
or
To
k
ta
l

gm
t
Su

M

M
gm

te
r.

In

er
ig
h
H

H

Tasks
1

ea

lth

pr

of

t

Occupation
4%
3%
3%

5%
4%
5%

5%
5%
4%

5%
4%
4%

6%
4%
3%

4%
2%
4%

3%
3%
3%

5%
4%
4%

3%
3%

3%
4%

3%
4%

4%
3%

3%
3%

4%
3%

4%
2%

3%
3%

4%
2%
2%
2%
2%
2%
2%
2%
2%
1%

2%
2%
3%
3%
1%
3%
1%
2%
2%
2%

3%
2%
2%
2%
2%
2%
2%
2%
2%
2%

3%
2%
2%
2%
2%
2%
4%
1%
2%
2%

3%
3%
2%
2%
2%
2%
2%
3%
2%
2%

2%
2%
2%
2%
2%
2%
2%
2%
1%
2%

2%
2%
3%
2%
2%
3%
1%
1%
2%
2%

3%
2%
2%
2%
2%
2%
2%
2%
2%
2%

1%
2%
1%
1%
2%

3%
2%
2%
2%
1%

2%
2%
2%
2%
2%

2%
3%
1%
2%
1%

2%
1%
2%
1%
2%

2%
2%
1%
2%
1%

2%
1%
1%
2%
2%

2%
2%
2%
2%
2%

Top 25%

26-50%
26 50%

51 75%
51-75%
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20

Check symptoms
y p
Basic facts about conditions / diseases
Book an appointment online
Get advice from a doctor / nurse (phone, website chat,
email)
What to do based on your symptoms
y
y p
Best place to go for help (GP, A & E, clinic, walk-in
centre, pharmacist)
When to seek urgent medical attention
Get your medical records online
How a condition / disease should be treated
What to do in a medical emergency
Get test results online
Opening times (GPs, clinics, chemists)
Can I treat this myself?
Seriousness of a condition / disease (prognosis)
(p g
)
Diet, food and nutrition
Compare hospitals based on quality of care (infection
rates, MRSA, surgical errors, death rates)
Contact details for hospitals, GPs, gyms, etc
Treating common health problems at home
g
p
Choose a GP that's right for you
Tips for coping with a condition / disease

ta
l
To

or
o
65

55

-6

4

4
-5
45

35

-4

4

4
-3
25

18

Tasks
1

-2

4

ve
r

Age
5%
2%
3%

5%
4%
4%

4%
5%
4%

5%
3%
4%

2%
4%
4%

3%
3%
2%

5%
4%
4%

4%
3%

4%
3%

3%
4%
%

3%
3%

3%
3%

3%
1%
%

3%
3%

3%
1%
2%
2%
%
2%
2%
2%
3%
1%
2%

3%
2%
2%
2%
%
2%
2%
2%
2%
1%
2%

3%
2%
2%
2%
%
2%
2%
2%
2%
2%
2%

1%
3%
3%
3%
%
2%
2%
2%
2%
2%
1%

2%
2%
4%
2%
%
2%
3%
1%
1%
3%
1%

3%
4%
3%
2%
3%
2%
1%
2%
2%
1%

3%
2%
2%
%
2%
2%
2%
2%
2%
2%
2%

1%
2%
2%
2%
1%

2%
3%
2%
2%
1%

2%
1%
2%
2%
2%

1%
1%
1%
2%
2%

3%
1%
2%
2%
2%

2%
1%
1%
2%
2%

2%
2%
2%
2%
2%

Top 25%

26-50%
26 50%

51 75%
51-75%
During treatment for a
stomach ulcer, Deborah
t
h l
D b
h
Knifton was devastated to
find out that she had
stomach cancer At the age
cancer.
o 0, s e ad surgery
of 40, she had su ge y to
remove her stomach.
34%
TASK
PERFORMANCE
INDICATOR
Step 1: Determine Tasks

Determine 6
D t
i 612 f
frequently
tl
used tasks.
d
k
110
Task Question Checklist
1.

Based on top tasks
p

2.

Repeatable

3.

Representative & typical—fix it,
fix many
y

4.

Universal—everyone can do it

5.

One task, one unique answer

6.
6

Does not contain hidden clues

7.

Not Search Engine Optimized
g
p
111
Task Q
T k Question Checklist
ti Ch kli t
8.
8

Emotionally neutral

9.

Not confidential

10.

Clearly different from other tasks
y

11.

Independent from other tasks

12.

Immediately doable on website

13.

Short – 30 words or less

14.

No change within testing period

112
Tasks Pie Chart

49

Country surveys / 
reviews / reports
i
/
t
Compare country 
statistical data
Statistics on one 
Statistics on one
particular topic

Top 25%

Browse a 
publication 
publication
online for f…

26-50%
26 50%

51 75%
51-75%

11

6
Top 20 Tasks
Tasks
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20

Country surveys / reviews / reports
y
y
p
Compare country statistical data
Statistics on one particular topic
Browse a publication online for free
Working papers
Publication by topic
Basic facts, summaries and overviews
Statistics on one particular country
Statistical forecasts / projections
Access to raw data
International guidelines and standards (corporate
governance,
governance tax havens, etc )
havens etc.)
Statistical sources and methods
What's new (hot topics, recent publications, events)
OECD policy advice by topic, country
OECD Annual Report
Publication by country
y
y
Best practice in policy implementation
Publication by title
Simple, easy-to-understand tables and graphs
News releases

Total Vote

% of Total
Vote 31800

Cumulative
Vote

Cumulative
Carewords

2178
1960
1869
1610
1530
1478
1379
1285
1210
1051

7%
6%
6%
5%
5%
5%
4%
4%
4%
3%

7%
13%
19%

1%
3%
4%

24%

6%

29%
33%
38%
42%
46%
49%

7%
9%
10%
11%
13%
14%

1025
1019
1004
843
784
746
739
614
613
542

3%
3%
3%
3%
2%
2%
2%
2%
2%
2%

52%
55%
58%

16%
17%
19%

61%

20%

64%
66%
68%
70%
72%
74%

21%
23%
24%
26%
27%
29%

Top 25%

26-50%
26 50%

51 75%
51-75%
Task 1 1 Japan
What are the OECD’s latest recommendations
regarding Japan’s health-care system?
Japan s health care
Task 2 2 Vietnam
In 2008, was Vietnam on the list of countries that
received official development assistance?
i d ffi i l d
l
t
i t
?
Task 3 3 Heart
Did more males per capita die of heart attacks in
Canada than in France in 2004?
Task 4 4 Teacher
What i th l t t
Wh t is the latest average starting salary, in US
t ti
l
i
Dollars, of a primary school teacher across OECD
countries?
Task 5 5 Employ
What is the title of Box 1.2 on page 73 of OECD
Employment Outlook 2009?

116
Step 2: Recruit Participants

Recruit 5-18
R
it 5 18
representative
p
people
117
Remote Measurement Sessions
1. Record session
2. “We are not measuring you”
3. Measure time for each task.
4. Observe problems and successes.
5. No “think aloud”, no discussions
118
119
Task 5 – Box 1.2 Employment
What is the title of Box 1.2 on page 73 of OECD Employment Outlook
p g
p y
2009?

Task Performance

Task Performance
Indicator (TPI) 100 Max
Median time on task (sec) =

215

Optimal time on task (sec) =

81

9
Subscribers and readers at subscribing institutions
Government officials with accounts
Accredited journalists
Non-subscribers: browse online version for free
Non-subscribers: purchase a copy
Task 5 – Box 1.2 Employment
What is the title of Box 1.2 on page 73 of OECD Employment Outlook
p g
p y
2009?

Task Performance

Task Performance
Indicator (TPI) 100 Max
Median time on task (sec) =

215

Optimal time on task (sec) =

81

9
Task 5 performance =
k
f

Excellent (80‐100) 
(
)

TPI = 97

Browse free publication: What is the title of Figure 1.1 on page 17 of OECD 
Browse free publication: What is the title of Figure 1 1 on page 17 of OECD
Employment Outlook 2012?

Success/Failure Rates

Completion Time

Good

Minor Time Issue

Major Time Issue

Critical Time Issue

0‐2.25 x Target 

2.25‐3.25 x Target

3.25‐5.75 x Target

Above 5.75 x Target

* All Failure times treated as 300 seconds
133
134
135
Unpaid leave
Task 5 You’d like to take six months off work to
You d
travel the world (without resigning).
You've worked with HSBC for four years.
Do you qualify?
Completion rate 56%
Disaster rate 17%
Completion time 81 seconds
Optimal time 27 seconds
= 5+5+5+6+6 seconds
Home Page >
HR Procedures Manual Home Page >
“L” Index >
Leave - unpaid leave >
L
id l
Answer (Sabbatical Leave page)
Task Performance
20%
Indicator (TPI)
Frequency 17 per HSBC employee per year

136
137
138
139
140
141
TOP TASKS
@
Making downloading
software easier
Gerry McGovern
y
gerry@customercarewords.com
www.customercarewords.com

@gerrymcgovern
240m

4.2m

3m

3m

annual visits
to Cisco.com

social reach

mobile web
visitors

73m

2m

customer app
Downloads*
(6x YoY)

organic search
referrals

social media
mentions

1.3m

1.4m

paid search
click-throughs

social referrers
to Cisco.com

2%

55%

91%

341%

Cisco.com

Social Reach

Mobile Phones

Tablets

Source: Cisco SiteCatalyst & other internal metrics.
© 2010 Cisco and/or its affiliates. All rights reserved.

Cisco Confidential

143
© 2010 Cisco and/or its affiliates. All rights reserved.

Cisco Confidential

144
Continuous Improvement

Identify
Top
Tasks

Measure
Top
Tasks

Task
Based
Support
Tasks Voting Trends
Tasks
Download software, firmware, drivers, patches, updates
Configure / set up a product (tech guides, notes, how2 to's)
3 Troubleshooting (bug fixes, diagnostics, guides)

491
983
1474
1966
Voters Voters Voters Voters
8%

8%

9%

9%

9%
7%

8%
8%

8%
8%

8%
7%

Install / upgrade / migrate (tech guides, notes, examples)

6%

6%

6%

5%

Top 25%

Support (TAC) service requests (case creation, tracking)
Maintain / operate (tech guides, notes, examples)
Network design (tech guides, notes, examples)
8 Service, support options available for my product
Product and technical communities (troubleshooting,
9 developer, learning)

6%
4%
5%
3%

5%
4%
4%
4%

5%
4%
5%
3%

5%
4%
4%
4%

26-50%

3%

3%

3%

3%

Support alerts (new drivers, patches, software, security)
Networking certification requirements (CCIE, CCNP,
CCNA)
Talk / chat online with a support person
Compatibility / interoperability (software, hardware,
version)
Training (courses, calendar, locations)
Products by specific technical requirements (capacity,
bandwidth, dimensions)
Pre-purchase technical information (datasheets,
whitepapers, requirements)
Solutions to match business needs (work remotely,
improve productivity, secure my business)

2%

3%

3%

3%

2%
3%

2%
2%

2%
2%

3%
2%

2%
2%

2%
2%

2%
2%

2%
2%

2%

1%

2%

2%

1%

2%

2%

2%

2%

2%

1%

1%

1%
1%

1%
1%

1%
1%

1%
1%

1%

1%

1%

1%

1

4
5
6
7

10
11
12
13
14
15
16
17

Networking certification status, maintenance and renewal
Warranties
Configure a product or service for the purpose of
20 researching or ordering
18
19

51-75%
Tasks Pie Chart

43

Download
software,
software
firm…
Configure / set
up a pr…
Top 25%

Troubleshootin
g (bug fi…

26-50%

51-75%

15

6
2010
15 St
Steps
Downloading S ft
D
l di Software
for 7920
280 seconds approx
Path 1
1
Path 1

2
Path 1
3
2
4

5

6
Path 1

7

“I’m assuming that one of
these is the one I want.
want.”
Path 1

8
Path 1

9
Path 1

10
Path 1

11
Path 1

12
Path 1

13
Path 1

14
Path 1

15

“There are a lot of steps
before you get to download”
Task 1 performance =
k
f

Very Good

Download firmware: Obtain the latest firmware for your RV082 router 
Download firmware: Obtain the latest firmware for your RV082 router
compatible with Version 3 hardware.

Success Rate Comparisons

August 2011

February 2012

TPI = 75
Task 1 performance =
k
f

Very Good

Download firmware: Obtain the latest firmware for your RV082 router 
Download firmware: Obtain the latest firmware for your RV082 router
compatible with Version 3 hardware.

Completion Time Comparisons
C
l ti Ti
C
i

Good Minor Major Critical

TPI = 75
1

2

3

4
Copyright © Gerry McGovern: www.gerrymcgovern.com

165
Words Per Search

2007

2009

2012
Search Click
Result Through

20 million clicks
650,000 searchers

1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25

42%
12%
8%
6%
5%
4%
3%
3%
3%
3%
1%
1%
1%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%

Source: http://www.techcrunch.com/2006/08/06/aol-proudly-releases-massive-amounts-ofuser-search-data/
Copyright © Gerry McGovern: www.gerrymcgovern.com

167
First 2 Search Results
45

40

42%

40

35

35

34%

30

30

25

25
20
20
15

15
10

8%

12%

10

5

5

0

0
1

2

1

Source: Accurately Interpreting Clickthrough Data as Implicit
Feedback (2005)
http://www.cs.cornell.edu/People/tj/publications/joachims_etal_05a.pdf

2
1,500 intranet searches

25,000

20,000

5% of searches = 35% of volume
15,000

10,000

Long Neck
5,000
5 000

0
1

78

155 232 309 386 463 540 617 694 771 848 925 1002 1079 1156 1233 1310 1387 1464
Search Performance Indicator
Rank
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Business Case: Ozitem Groupe, where 80% of the company is working remotely. R...
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Digital Workplace Case Study: How the Municipality of Duffel successfully swi...
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Unleashing the Full Potential of People, Teams and SOLVAY, presented by Bruce...
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The Building Blocks of a Digital Workplace, presented by Sam Marshall at the ...
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Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks

  • 1. Creating better customer experiences online Brussels, Brussels Dec 4 2013 4, Gerry McGovern y gerry@customercarewords.com www.customercarewords.com @gerrymcgovern
  • 2.
  • 3.
  • 4. A B
  • 5.
  • 6. Kreftforeningen jobber med å forbedre sitt tilbud på nett. Tasks Total Vote % of T t l f Total Vote 22950 Cumulative C l ti Vote Cumulative C l ti Tasks 1346 951 876 860 820 5.9% 4.1% 3.8% 3 8% 3.7% 3.6% 5.9% 10.0% 13.8% 13 8% 1.3% 2.5% 3.8% 3 8% 17.6% 5.1% 21.1% 6.3% 710 634 585 560 513 501 490 488 452 451 3.1% 2.8% 2 8% 2.5% 2.4% 2.2% 2.2% 2.1% 2 1% 2.1% 2.0% 2.0% 24.2% 27.0% 27 0% 29.6% 32.0% 34.2% 36.4% 38.5% 38 5% 40.7% 42.6% 44.6% 7.6% 8.9% 8 9% 10.1% 11.4% 12.7% 13.9% 15.2% 15 2% 16.5% 17.7% 19.0% 440 429 423 1.9% 1 9% 1.9% 1.8% 46.5% 46 5% 20.3% 20 3% 48.4% 50.2% 21.5% 22.8% 416 1.8% 52.0% 24.1% 398 1.7% 53.8% 25.3% Treatment of Cancer (therapies , adverse effects , risks, 1 prognosis) 2 Symptoms of cancer Preventing cancer - what can you do? ti h t d ? 3 P 4 Cancer (symptoms, prognosis, treatment) 5 Research (latest results) Top 25% Choosing a hospital for cancer treatment (waiting times, 6 best deals) 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Patients P ti t - what rights do you have? h t i ht d h ? Relatives - how to deal with it? Waiting times (treatment, reconstruction, rehabilitation) Nutrition and diet to prevent cancer Examining yourself - this is how you do it Ask professionals for advice (e mail phone chat) (e-mail, phone, Children and young people with cancer Suspicion of cancer Mass screenings (mammograms, prostate, cervix) Life after cancer treatment (return to work and everyday ) Diagnoses (various cancers) Doctor Visit - what to think about and ask? Norwegian Labour and Welfare Administration and hospitals Classes and groups for people with cancer and their families 26-50% 26 50% 51-75%
  • 7. Kreftforeningen jobber med å forbedre sitt tilbud på nett. 7.0% 6.0% Vote 5.0% 4.0% 4 0% 3.0% 2.0% 1.0% 0.0% 1 6 11 16 21 26 31 36 41 Tasks 46 51 56 61 66 71 76
  • 8. Kreftforeningen jobber med å forbedre sitt tilbud på nett. Tasks 60 Volunteer 61 Give gift to the Cancer Society 62 63 64 65 66 67 68 69 70 71 72 73 74 75 76 77 78 79 The Varde center (opening hours, contact details, quotations) Local offices of the Cancer Society Aids (prostheses, wigs) Online shop (Pink Ribbon, Livestrong bands) p( , g ) Employees of the Cancer Society Sexuality and cancer Press releases Vacancies Donation in connection with funeral Annual statement for tax return Testament - help with writing will/testament Businesses - how to support the Cancer Society? Change / register information about the donor / membership Starting a collection Annual report of the Cancer Society Memory Gift ("In memory of ...") Legacy gift (how to give ) Tax deductions for donations to the Cancer Society Total Vote % of Total Vote 22950 Cumulative Vote Cumulative Tasks 99 92 0.4% 0.4% 96.7% 97.1% 75.9% 77.2% 76 74 73 64 61 49 47 35 26 25 25 23 0.3% 0.3% 0.3% 0.3% 0.3% 0.2% 0.2% 0.2% 0.1% 0.1% 0.1% 0.1% 97.4% 97.8% 98.1% 98.3% 98.6% 98.8% 99.0% 99.2% 99.3% 99.4% 99.5% 99.6% 78.5% 79.7% 81.0% 82.3% 83.5% 84.8% 86.1% 87.3% 88.6% 89.9% 91.1% 92.4% 19 18 16 13 11 11 0.1% 0.1% 0.1% 0.1% 0.0% 0.0% 99.7% 99.8% 99.8% 99.9% 100.0% 100.0% 93.7% 94.9% 96.2% 97.5% 98.7% 100.0%
  • 9.
  • 10.  From 5,000 to 1,000 pages (80% decrease)  70% increase in one-time donations  88% increase in monthly donors registered  164% increase in members registered  348% increase in incoming links g  80% increase in visitors
  • 11.
  • 12.
  • 13.
  • 14.
  • 15. 45 to 6 5,000 to 1,000 5 000 t 1 000
  • 16.
  • 17.
  • 18. The World’s Very First W b i Fi Website (1992) 2013
  • 19.
  • 21.
  • 22. £10 billion savings: 2012 / 2013 We focus on user needs needs. O t s £10bn, G S as been Of this £ 0b , GDS has bee responsible for over £500m. “What’s helped us achieve that? In p large part it’s because at GDS we focus on user needs Relentlessly needs. Relentlessly. This might sound at odds with a drive towards efficiency, but we have found it to be the best way to reduce cost.” cost Mike Bracken, Digital Director, GDS
  • 23.
  • 24. 2011
  • 25. 2011
  • 26. 2013
  • 27.
  • 28.
  • 29.
  • 30.
  • 31.
  • 32.
  • 33. ✓Deleted 50% of all content ✓Use of the Loan calculator increased by 236% ✓Traffic to the most important product information and services increased by 520%
  • 34. “Just get rid of the crappy stuff and focus on the good stuff ” stuff.” “We make progress by eliminating We things, by removing the superfluous.”
  • 35. 35 6 December 2013 © 2011 - Customer Carewords Ltd
  • 36. 87% Telenor – reduction of pages     Total pages reduced from 4,000 p g , to 500 Conversion rate 100% up C i t Emails to customer service down by 35% (key channel) Customer satisfaction ratings up 36
  • 37. 37 6 December 2013 © 2011 - Customer Carewords Ltd
  • 38.
  • 39.
  • 40.
  • 41.
  • 42.
  • 43.
  • 44.
  • 45.
  • 47. Top 20 Tasks Tasks 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Country surveys / reviews / reports y y p Compare country statistical data Statistics on one particular topic Browse a publication online for free Working papers Publication by topic Basic facts, summaries and overviews Statistics on one particular country Statistical forecasts / projections Access to raw data International guidelines and standards (corporate governance, governance tax havens, etc ) havens etc.) Statistical sources and methods What's new (hot topics, recent publications, events) OECD policy advice by topic, country OECD Annual Report Publication by country y y Best practice in policy implementation Publication by title Simple, easy-to-understand tables and graphs News releases Total Vote % of Total Vote 31800 Cumulative Vote Cumulative Carewords 2178 1960 1869 1610 1530 1478 1379 1285 1210 1051 7% 6% 6% 5% 5% 5% 4% 4% 4% 3% 7% 13% 19% 1% 3% 4% 24% 6% 29% 33% 38% 42% 46% 49% 7% 9% 10% 11% 13% 14% 1025 1019 1004 843 784 746 739 614 613 542 3% 3% 3% 3% 2% 2% 2% 2% 2% 2% 52% 55% 58% 16% 17% 19% 61% 20% 64% 66% 68% 70% 72% 74% 21% 23% 24% 26% 27% 29% Top 25% 26-50% 26 50% 51 75% 51-75%
  • 48. Bottom 20 Tasks Total Vote % of Total Vote 31800 Find a local library with OECD publications How OECD i t H interacts with non-member countries t ith b ti Subscriptions to OECD services Photos / images / videos OECD Annual Forum / Ministerial Council Meeting Have your say (public consultation and participation) How OECD is funded (budget) How peer review works Find OECD officials (secretary-general, directors, ambassadors) Acronyms, abbreviations Personalize the website (MyOECD) Press conferences (calendar, accreditation) 92 92 90 80 73 71 70 60 0% 0% 0% 0% 0% 0% 0% 0% 97% 97% 97% 97% 98% 98% 98% 98% 73% 74% 76% 77% 79% 80% 81% 83% 59 57 56 56 0% 0% 0% 0% 99% 99% 99% 99% 84% 86% 87% 89% Find a local bookshop / distributor for OECD publications Publishing rights and permissions What's involved in OECD membership Secretary-General speeches and activities S t G l h d ti iti Find OECD locations Tours of the OECD Hotels near OECD locations Password problems 51 45 44 39 38 37 24 23 0% 0% 0% 0% 0% 0% 0% 0% 99% 99% 99% 100% 100% 100% 100% 100% 90% 91% 93% 94% 96% 97% 99% 100% Tasks 51 52 2 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69 70 Cumulative Vote Cumulative Carewords
  • 49.
  • 50.
  • 51.
  • 52.
  • 54.
  • 55.
  • 56. ‘From the start, our entire From g business--from design to manufacturing to sales--was oriented around listening to the customer, responding to the customer, and delivering what t d d li i h t the customer wanted ’ wanted. Michael Dell
  • 57.
  • 59.
  • 60. Meet the Google guys! New Improved Search Sergey B i S Brin Google is delighted to announce the launch of our new improved search. It’s now even easier to search on our website. Read More Google News! Google Primes for Mobile Search Surge Google launches iGoogle Artist Themes Google Lets AdWords Users Buy TV Ads Google Ads Street View To Driving Directions Google looking to map the abyss WELCOME TO OUR WEBSITE!!
  • 62.
  • 66.
  • 67. Tasks Pie Chart 44 1 2 3 4 5 6 7 8 Top 25% 26-50% 26 50% 51 75% 51-75% 20 14
  • 68. Shortlist Possible complications of a Check symptoms y p condition / disease Basic facts about conditions / How is a condition diseases diagnosed? Rate my hospital, GP, Book an appointment online chemist, etc Get advice from a doctor / nurse (phone, website chat, email) Can I get this on the NHS? What to do based on your symptoms s mptoms Safe se / famil planning sex family Best place to go for help (GP, A & E, clinic, walk-in centre, Description of operation / pharmacist) procedure When to seek urgent medical Things to do to improve attention chances of recovery Choose best place to get treatment based on what Get your medical records other patients say online How a condition / disease Health issues related to ageshould be treated group Compare hospitals on convenience (location, What d i Wh to do in a medical di l parking, public transport, ki bli emergency visiting hours) Get test results online Opening times (GPs, clinics, chemists) Can I treat this myself? Seriousness of a condition / disease (prognosis) Diet, food and nutrition Compare hospitals based on quality of care (infection rates, MRSA, surgical errors, death rates) Contact details for hospitals, GPs, gyms, etc Treating common health problems at home Choose a GP that's right for you Tips for coping with a condition / disease Medicine / Drug guide (side effects, interactions, effects interactions pill identifier, dosage) How different treatments work Cost of treatment Appointment reminders Treatment success rate Other illnesses with symptoms like this Compare treatment options Drug-free treatments (counseling, therapy, yoga) Reduce your risk Different types of a condition / disease di Find support groups, helplines Travel health (emergencies, immunisation, immunisation European Health Insurance Card)
  • 69. Talk to a health professional (phone, website chat, email) Shortlist Get a second opinion Further research (statistics (statistics, Order prescription medicines clinical trials, books, online websites) Causes of a condition / Feeling happier / overcoming disease sadness Change your lifestyle (fitness, Body Mass Index (BMI) weight, smoking, drinking) calculator Health check up Look up a medical term (medical dictionary) Living with a condition / disease Avoiding and preventing disease Facts on alternative medicine Effects on my family Compare hospital waiting times Myths about conditions / diseases Find out how healthy you are Care and treatment at home Is a condition / disease Warning signs infectious? Other conditions / diseases Screening, scans, testing linked to a condition Help with day-to-day management of your condition / disease News about the NHS Family history / genetic predisposition Check if a health story in the Find specialists / consultants news is true Support to lead a healthy lifestyle Vaccines Find a hospital / clinic for a particular operation or Share stories / experiences condition with others in your situation Medical equipment (devices, First Aid guide gadgets, aids) Risks associated with What to ask my Doctor lifestyle Get an information Dealing with stress prescription Get G t news updates (email, d t ( il Know your rights text) Support available (legal, What services does my benefits, costs, work, home help) chemist provide? Latest health news (research, expert articles, new Learn how others changed medicines) their lifestyle Risks / side effects associated with a treatment
  • 70. Longlist Browse over a dozen doctor written and reviewed (yet easy to read) medical 90 days with StayQuit encyclopedias A Guide for Healthy Cable Television Nutrition Programs A&E Calculators Access to healthcare Calculators (Body mass abroad index, cost of smoking) Calculators (Body mass, heart attack risk calorie risk, Activity and Menu Planners burn) Addictions Caregiving Adults Case studies Advice if you've had unprotected sex or a Check your symptoms and contraception mishap get personalised advice Advocacy Children Aging Children's Health Alcohol Al h l Alcohol All about medicines All A-Z topics All directories All Live Well g Allergies Alphabetic List of Specific Diseases / Disorders Answer Yes or No Answers to hundreds of your common health questions Answers t thousands of A to th d f your common health questions Appointments Choosing a F il D t Ch i Family Doctor Chronic Diseases Clinical Trials Clinical Trials Clinician, health professional resources Cold and flu advice Commissioned services Common health questions Community Community A-Z Community Calendar Community Health Center
  • 71. Sources for Longlist 1. Organization strategy 2. 2 Stakeholder reviews 3. Existing website 4. Top search terms (annual) 5. 5 Most visited pages files (annual) pages, 6. Competitor or peer websites 7. T di i Traditional / social media l i l di 8. Customer feedback / research
  • 74. NO GOALS • • • • • I'd like to be happier I'd like to have more energy I'd like to improve my family's health I'd like to sleep better Live well
  • 76. 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 l ta m al To 3 Fe 2 Check symptoms Basic facts about conditions / diseases Book an appointment online Get advice from a doctor / nurse (phone, website chat, email) What to do based on your symptoms Best place to go for help (GP, A & E, clinic, walk-in centre, pharmacist) When to seek urgent medical attention Get your medical records online How a condition / disease should be treated H diti di h ld b t t d What to do in a medical emergency Get test results online Opening times (GPs, clinics, chemists) Can I treat this myself? Seriousness of a condition / disease (prognosis) (p g ) Diet, food and nutrition Compare hospitals based on quality of care (infection rates, MRSA, surgical errors, death rates) Contact details for hospitals, GPs, gyms, etc Treating common health problems at home Choose a GP that s right for you that's Tips for coping with a condition / disease 3% 3% 4% 5% 4% 3% 5% 4% 4% 3% 2% 3% 3% 3% 3% 3% 2% 3% 2% % 2% 2% 2% 2% 2% 1% 3% 2% 2% 2% % 2% 2% 2% 2% 2% 2% 3% 2% 2% 2% % 2% 2% 2% 2% 2% 2% 2% 2% 1% 2% 2% 2% 2% 2% 1% 2% 2% 2% 2% 2% 2% M Tasks 1 al e e NO DEMOGRAPHICS
  • 77. NO TOOLS / FORMATS • • • • • • • • Calculators Interactive Health Tutorials Medical Podcasts Personal Health Tools Picture slideshows Podcasts Surgery Videos Videos
  • 78. NOT TOO HIGH • • • • • • • • Facts and Figures Conditions C diti Diseases Find Fi d services i Frequently asked health questions Injury Prevention I j P ti Medical conditions Mind, B d Mi d Body, & S i it Spirit
  • 79. NOT TOO LOW • • • • • • Emergency contraception E t ti Nonprofit Agencies Poems and stories about h lth P d t i b t health Cancer Diabetes Di b t Walk-in centres
  • 80. DISEASES / CONDITIONS • • • • • • • Basic facts about conditions / diseases Different types of a condition / disease How is a condition diagnosed? Is a condition / disease infectious? Myths about conditions / diseases Other conditions / diseases linked to a condition Seriousness of a condition / disease (prognosis)
  • 81. NO OVERLAPS In researching a condition / disease what 5 factors are most important to you? Tasks Duplicate Book your GP appointment online appointment Let me book an appointment appointment Make an appointment Remind me when it's time for my appointment appointment appointment Request an appointment appointment Class Source Find services / experts patients.co.uk Find services / experts user goals doc Find services / experts mayoclinic.com Living With user goals doc Find services / experts netwellness Internal I t l Source
  • 82. NO DEMOGRAPHICS Tasks Where can I find a diabetes clinic? Which Health Screenings Do You Need? Women Women's health Women's Health Womens Health Information Work gyms and performance Workplace health Your guide to the science in the news Duplicate Class Source user goals doc Women Women Women Women Health.yahoo.com familydoctor.org bbc health webmd.com healthsites.co.uk healthsites co uk NHS Choices NHS Choices NHS Choices Internal Source
  • 84. AVOID REPETITION • • • • • • • • • • • Health bookshop Health Calculators Health check Health Check Tools Health directory Health encyclopaedia Health expert advice Health Journals Health Library Health News Health tools Maximum 4 tasks that begin with the same word
  • 85. COMPLETE Find a job Find my nearest (school, library, etc) Freedom of information, privacy Grants, funds and awards Housing Leisure activities (parks, open spaces, greenways) Licences and permits Markets (locations, times, types) News Parking (fines, car parks, park and ride, residents, blue badges, ParkWise) Planning (application, advice, building control, development, permission) Pollution control (air, land, water, substances) Procurement, tenders, contracts Records office (genealogy family history (genealogy, history, census, archives, ancestry) Find my local council Forms Funerals, burials, cremations and cemeteries Hospitals, health authorities Land and property (sales charges personal (sales, charges, search, register) Libraries Maps of Lancashire (MARIO) Minorities support Older people (residential care, day centres, services) Payments to council (bills, invoices) Policies (equality and diversity, accessibility, social inclusion, transport, safety) Press releases (media enquiries) Ranger services Recycling centres (sites, times)
  • 86.
  • 87. Top 20 Tasks Tasks 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Total Vote % of Total Vote 16320 Cumulative Vote Cumulative Carewords Find a job Hospitals, health authorities Waste collection and management (household bins, g ( , refuse, bulky, recycling) Emergency services (fire, rescue, police, ambulance) Teachers (recruitment, retention, training, courses) Libraries Roads and highways faults (flooding, potholes, street lights, gritting) Leisure activities (parks, open spaces, greenways) Council tax Culture (museums, galleries, heritage, historic buildings, sites, monuments) School opening (term, holiday other closure dates) (term holiday, Recycling centres (sites, times) Tourism (attractions, photographs, areas of outstanding natural beauty) Anti-social behaviour (vandalism, ASBoB) Timetables (public transport, journey planner, (p p ,j yp , TravelWise) Conservation (ecology, nature, forestry, woodlands) Childcare (safeguarding, advocacy, family support) Street cleaning (litter, graffiti, flyposting) School admissions, places (primary, secondary) Maps of Lancashire (MARIO) 1207 781 7% 5% 7% 12% 1% 2% 674 651 625 589 4% 4% 4% 4% 16% 20% 3% 4% 24% 5% 28% 7% 494 424 389 3% 3% 2% 31% 33% 36% 8% 9% 10% 378 378 324 2% 2% 2% 38% 40% 42% 11% 12% 13% 322 314 2% 2% 44% 46% 14% 15% 305 283 247 243 242 231 2% 2% 2% 1% 1% 1% 48% 50% 51% 16% 17% 18% 53% 20% 54% 56% 21% 22% Top 25% 26-50% 26 50% 51 75% 51-75%
  • 88.
  • 89. ONE TASK • • • • Choose a Doctor, find a clinic Drugs info, symptom checker info Nutrition and Fitness News and events • Avoid acronyms y • Max 7 words / 55 chars
  • 91. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Check symptoms Basic facts about conditions / diseases Book an appointment online Get advice from a doctor / nurse (phone, website chat, email) What to do based on your symptoms Best place to go for help (GP A & E clinic walk-in (GP, E, clinic, centre, pharmacist) When to seek urgent medical attention Get your medical records online How a condition / disease should be treated What d i Wh to do in a medical emergency di l Get test results online Opening times (GPs, clinics, chemists) Can I treat this myself? Seriousness of a condition / disease (prognosis) (p g ) Diet, food and nutrition Compare hospitals based on quality of care (infection rates, MRSA, surgical errors, death rates) Contact details for hospitals, GPs, gyms, etc Treating common health problems at home Choose a GP that's right for you Tips for coping with a condition / disease Fe m al e To ta l Tasks M al e Gender 3% 3% 4% 5% 4% 3% 5% 4% 4% 3% 2% 3% 3% 3% 3% 3% 2% 3% 2% 2% 2% 2% 2% 2% 1% 3% 2% 2% 2% 2% 2% 2% 2% 2% 2% 3% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 1% 2% 2% 2% 2% 2% 1% 2% 2% 2% 2% 2% 2% Top 25% 26-50% 26 50% 51 75% 51-75%
  • 92. 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Check symptoms Basic facts about conditions / diseases Book an appointment online Get advice from a doctor / nurse (phone, website chat, email) What to do based on your symptoms Best place to go for help (GP, A & E, clinic, walk-in centre, pharmacist) When to seek urgent medical attention Get your medical records online How a condition / disease should be treated What to do in a medical emergency Get test results online Opening times (GPs, clinics, chemists) Can I treat this myself? Seriousness of a condition / disease (prognosis) Diet, food and nutrition Compare hospitals based on quality of care (infection rates, MRSA, surgical errors, death rates) Contact details for hospitals, GPs, gyms, etc Treating common health problems at home Choose a GP that's right for you Tips for coping with a condition / disease es t rk sh ire Ea st M id W la es n t M ds id Ea la st nd s En of gl an d Lo nd on So ut h Ea So st ut h W To es t ta l W Yo or th N N Tasks 1 or th Ea st Region 5% 4% 3% 4% 2% 4% 6% 4% 3% 5% 4% 2% 4% 4% 3% 3% 5% 3% 4% 3% 4% 5% 4% 4% 5% 4% 4% 5% 4% 4% 3% 3% 3% 4% 3% 4% 4% 4% 4% 3% 3% 4% 3% 3% 3% 3% 4% 3% 3% 3% 1% 3% 2% 2% 2% 1% 2% 2% 3% 1% 3% 3% 2% 2% 2% 3% 2% 3% 2% 2% 2% 2% 2% 2% 1% 2% 2% 2% 2% 1% 3% 3% 2% 2% 4% 2% 1% 2% 2% 3% 3% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 3% 2% 2% 2% 1% 2% 3% 2% 3% 2% 2% 2% 2% 2% 2% 2% 1% 2% 2% 2% 2% 3% 2% 2% 2% 2% 2% 1% 2% 2% 3% 2% 2% 3% 2% 1% 2% 2% 3% 2% 2% 2% 2% 2% 2% 2% 2% 2% 1% 2% 3% 1% 2% 3% 2% 2% 1% 2% 2% 1% 2% 2% 2% 2% 1% 1% 2% 2% 1% 2% 2% 2% 1% 1% 1% 2% 1% 2% 2% 3% 2% 2% 1% 1% 2% 2% 1% 2% 2% 1% 2% 2% 2% 2% 2% 2% 2% 2% Top 25% 26-50% 26 50% 51 75% 51-75%
  • 93. 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Check Ch k symptoms t Basic facts about conditions / diseases Book an appointment online Get advice from a doctor / nurse (phone, website chat, email) What to do based on your symptoms Best place to go for help (GP, A & E, clinic, walk-in centre, pharmacist) When to seek urgent medical attention Get your medical records online How a condition / disease should be treated What to do in a medical emergency Get test results online Opening times (GPs, clinics, chemists) Can I treat this myself? Seriousness of a condition / disease (prognosis) Diet, food and nutrition Compare hospitals based on quality of care (infection rates, MRSA, surgical errors, death rates) Contact details for hospitals, GPs, gyms, etc Treating common health problems at home Choose a GP that s right for you that's Tips for coping with a condition / disease pe rv is Sk or ill y ed m O an th ua er l m an N ot ua in l w or To k ta l gm t Su M M gm te r. In er ig h H H Tasks 1 ea lth pr of t Occupation 4% 3% 3% 5% 4% 5% 5% 5% 4% 5% 4% 4% 6% 4% 3% 4% 2% 4% 3% 3% 3% 5% 4% 4% 3% 3% 3% 4% 3% 4% 4% 3% 3% 3% 4% 3% 4% 2% 3% 3% 4% 2% 2% 2% 2% 2% 2% 2% 2% 1% 2% 2% 3% 3% 1% 3% 1% 2% 2% 2% 3% 2% 2% 2% 2% 2% 2% 2% 2% 2% 3% 2% 2% 2% 2% 2% 4% 1% 2% 2% 3% 3% 2% 2% 2% 2% 2% 3% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 1% 2% 2% 2% 3% 2% 2% 3% 1% 1% 2% 2% 3% 2% 2% 2% 2% 2% 2% 2% 2% 2% 1% 2% 1% 1% 2% 3% 2% 2% 2% 1% 2% 2% 2% 2% 2% 2% 3% 1% 2% 1% 2% 1% 2% 1% 2% 2% 2% 1% 2% 1% 2% 1% 1% 2% 2% 2% 2% 2% 2% 2% Top 25% 26-50% 26 50% 51 75% 51-75%
  • 94. 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Check symptoms y p Basic facts about conditions / diseases Book an appointment online Get advice from a doctor / nurse (phone, website chat, email) What to do based on your symptoms y y p Best place to go for help (GP, A & E, clinic, walk-in centre, pharmacist) When to seek urgent medical attention Get your medical records online How a condition / disease should be treated What to do in a medical emergency Get test results online Opening times (GPs, clinics, chemists) Can I treat this myself? Seriousness of a condition / disease (prognosis) (p g ) Diet, food and nutrition Compare hospitals based on quality of care (infection rates, MRSA, surgical errors, death rates) Contact details for hospitals, GPs, gyms, etc Treating common health problems at home g p Choose a GP that's right for you Tips for coping with a condition / disease ta l To or o 65 55 -6 4 4 -5 45 35 -4 4 4 -3 25 18 Tasks 1 -2 4 ve r Age 5% 2% 3% 5% 4% 4% 4% 5% 4% 5% 3% 4% 2% 4% 4% 3% 3% 2% 5% 4% 4% 4% 3% 4% 3% 3% 4% % 3% 3% 3% 3% 3% 1% % 3% 3% 3% 1% 2% 2% % 2% 2% 2% 3% 1% 2% 3% 2% 2% 2% % 2% 2% 2% 2% 1% 2% 3% 2% 2% 2% % 2% 2% 2% 2% 2% 2% 1% 3% 3% 3% % 2% 2% 2% 2% 2% 1% 2% 2% 4% 2% % 2% 3% 1% 1% 3% 1% 3% 4% 3% 2% 3% 2% 1% 2% 2% 1% 3% 2% 2% % 2% 2% 2% 2% 2% 2% 2% 1% 2% 2% 2% 1% 2% 3% 2% 2% 1% 2% 1% 2% 2% 2% 1% 1% 1% 2% 2% 3% 1% 2% 2% 2% 2% 1% 1% 2% 2% 2% 2% 2% 2% 2% Top 25% 26-50% 26 50% 51 75% 51-75%
  • 95.
  • 96. During treatment for a stomach ulcer, Deborah t h l D b h Knifton was devastated to find out that she had stomach cancer At the age cancer. o 0, s e ad surgery of 40, she had su ge y to remove her stomach.
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  • 106. 34%
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  • 109.
  • 110. Step 1: Determine Tasks Determine 6 D t i 612 f frequently tl used tasks. d k 110
  • 111. Task Question Checklist 1. Based on top tasks p 2. Repeatable 3. Representative & typical—fix it, fix many y 4. Universal—everyone can do it 5. One task, one unique answer 6. 6 Does not contain hidden clues 7. Not Search Engine Optimized g p 111
  • 112. Task Q T k Question Checklist ti Ch kli t 8. 8 Emotionally neutral 9. Not confidential 10. Clearly different from other tasks y 11. Independent from other tasks 12. Immediately doable on website 13. Short – 30 words or less 14. No change within testing period 112
  • 113.
  • 114. Tasks Pie Chart 49 Country surveys /  reviews / reports i / t Compare country  statistical data Statistics on one  Statistics on one particular topic Top 25% Browse a  publication  publication online for f… 26-50% 26 50% 51 75% 51-75% 11 6
  • 115. Top 20 Tasks Tasks 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Country surveys / reviews / reports y y p Compare country statistical data Statistics on one particular topic Browse a publication online for free Working papers Publication by topic Basic facts, summaries and overviews Statistics on one particular country Statistical forecasts / projections Access to raw data International guidelines and standards (corporate governance, governance tax havens, etc ) havens etc.) Statistical sources and methods What's new (hot topics, recent publications, events) OECD policy advice by topic, country OECD Annual Report Publication by country y y Best practice in policy implementation Publication by title Simple, easy-to-understand tables and graphs News releases Total Vote % of Total Vote 31800 Cumulative Vote Cumulative Carewords 2178 1960 1869 1610 1530 1478 1379 1285 1210 1051 7% 6% 6% 5% 5% 5% 4% 4% 4% 3% 7% 13% 19% 1% 3% 4% 24% 6% 29% 33% 38% 42% 46% 49% 7% 9% 10% 11% 13% 14% 1025 1019 1004 843 784 746 739 614 613 542 3% 3% 3% 3% 2% 2% 2% 2% 2% 2% 52% 55% 58% 16% 17% 19% 61% 20% 64% 66% 68% 70% 72% 74% 21% 23% 24% 26% 27% 29% Top 25% 26-50% 26 50% 51 75% 51-75%
  • 116. Task 1 1 Japan What are the OECD’s latest recommendations regarding Japan’s health-care system? Japan s health care Task 2 2 Vietnam In 2008, was Vietnam on the list of countries that received official development assistance? i d ffi i l d l t i t ? Task 3 3 Heart Did more males per capita die of heart attacks in Canada than in France in 2004? Task 4 4 Teacher What i th l t t Wh t is the latest average starting salary, in US t ti l i Dollars, of a primary school teacher across OECD countries? Task 5 5 Employ What is the title of Box 1.2 on page 73 of OECD Employment Outlook 2009? 116
  • 117. Step 2: Recruit Participants Recruit 5-18 R it 5 18 representative p people 117
  • 118. Remote Measurement Sessions 1. Record session 2. “We are not measuring you” 3. Measure time for each task. 4. Observe problems and successes. 5. No “think aloud”, no discussions 118
  • 119. 119
  • 120. Task 5 – Box 1.2 Employment What is the title of Box 1.2 on page 73 of OECD Employment Outlook p g p y 2009? Task Performance Task Performance Indicator (TPI) 100 Max Median time on task (sec) = 215 Optimal time on task (sec) = 81 9
  • 121.
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  • 125. Subscribers and readers at subscribing institutions Government officials with accounts Accredited journalists Non-subscribers: browse online version for free Non-subscribers: purchase a copy
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  • 129.
  • 130. Task 5 – Box 1.2 Employment What is the title of Box 1.2 on page 73 of OECD Employment Outlook p g p y 2009? Task Performance Task Performance Indicator (TPI) 100 Max Median time on task (sec) = 215 Optimal time on task (sec) = 81 9
  • 131. Task 5 performance = k f Excellent (80‐100)  ( ) TPI = 97 Browse free publication: What is the title of Figure 1.1 on page 17 of OECD  Browse free publication: What is the title of Figure 1 1 on page 17 of OECD Employment Outlook 2012? Success/Failure Rates Completion Time Good Minor Time Issue Major Time Issue Critical Time Issue 0‐2.25 x Target  2.25‐3.25 x Target 3.25‐5.75 x Target Above 5.75 x Target * All Failure times treated as 300 seconds
  • 132.
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  • 136. Unpaid leave Task 5 You’d like to take six months off work to You d travel the world (without resigning). You've worked with HSBC for four years. Do you qualify? Completion rate 56% Disaster rate 17% Completion time 81 seconds Optimal time 27 seconds = 5+5+5+6+6 seconds Home Page > HR Procedures Manual Home Page > “L” Index > Leave - unpaid leave > L id l Answer (Sabbatical Leave page) Task Performance 20% Indicator (TPI) Frequency 17 per HSBC employee per year 136
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  • 142. TOP TASKS @ Making downloading software easier Gerry McGovern y gerry@customercarewords.com www.customercarewords.com @gerrymcgovern
  • 143. 240m 4.2m 3m 3m annual visits to Cisco.com social reach mobile web visitors 73m 2m customer app Downloads* (6x YoY) organic search referrals social media mentions 1.3m 1.4m paid search click-throughs social referrers to Cisco.com 2% 55% 91% 341% Cisco.com Social Reach Mobile Phones Tablets Source: Cisco SiteCatalyst & other internal metrics. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 143
  • 144. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 144
  • 146. Tasks Voting Trends Tasks Download software, firmware, drivers, patches, updates Configure / set up a product (tech guides, notes, how2 to's) 3 Troubleshooting (bug fixes, diagnostics, guides) 491 983 1474 1966 Voters Voters Voters Voters 8% 8% 9% 9% 9% 7% 8% 8% 8% 8% 8% 7% Install / upgrade / migrate (tech guides, notes, examples) 6% 6% 6% 5% Top 25% Support (TAC) service requests (case creation, tracking) Maintain / operate (tech guides, notes, examples) Network design (tech guides, notes, examples) 8 Service, support options available for my product Product and technical communities (troubleshooting, 9 developer, learning) 6% 4% 5% 3% 5% 4% 4% 4% 5% 4% 5% 3% 5% 4% 4% 4% 26-50% 3% 3% 3% 3% Support alerts (new drivers, patches, software, security) Networking certification requirements (CCIE, CCNP, CCNA) Talk / chat online with a support person Compatibility / interoperability (software, hardware, version) Training (courses, calendar, locations) Products by specific technical requirements (capacity, bandwidth, dimensions) Pre-purchase technical information (datasheets, whitepapers, requirements) Solutions to match business needs (work remotely, improve productivity, secure my business) 2% 3% 3% 3% 2% 3% 2% 2% 2% 2% 3% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2% 1% 2% 2% 1% 2% 2% 2% 2% 2% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1% 1 4 5 6 7 10 11 12 13 14 15 16 17 Networking certification status, maintenance and renewal Warranties Configure a product or service for the purpose of 20 researching or ordering 18 19 51-75%
  • 147. Tasks Pie Chart 43 Download software, software firm… Configure / set up a pr… Top 25% Troubleshootin g (bug fi… 26-50% 51-75% 15 6
  • 148. 2010 15 St Steps Downloading S ft D l di Software for 7920 280 seconds approx
  • 152. Path 1 7 “I’m assuming that one of these is the one I want. want.”
  • 160. Path 1 15 “There are a lot of steps before you get to download”
  • 161. Task 1 performance = k f Very Good Download firmware: Obtain the latest firmware for your RV082 router  Download firmware: Obtain the latest firmware for your RV082 router compatible with Version 3 hardware. Success Rate Comparisons August 2011 February 2012 TPI = 75
  • 162. Task 1 performance = k f Very Good Download firmware: Obtain the latest firmware for your RV082 router  Download firmware: Obtain the latest firmware for your RV082 router compatible with Version 3 hardware. Completion Time Comparisons C l ti Ti C i Good Minor Major Critical TPI = 75
  • 164.
  • 165. Copyright © Gerry McGovern: www.gerrymcgovern.com 165
  • 167. Search Click Result Through 20 million clicks 650,000 searchers 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 42% 12% 8% 6% 5% 4% 3% 3% 3% 3% 1% 1% 1% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% Source: http://www.techcrunch.com/2006/08/06/aol-proudly-releases-massive-amounts-ofuser-search-data/ Copyright © Gerry McGovern: www.gerrymcgovern.com 167
  • 168. First 2 Search Results 45 40 42% 40 35 35 34% 30 30 25 25 20 20 15 15 10 8% 12% 10 5 5 0 0 1 2 1 Source: Accurately Interpreting Clickthrough Data as Implicit Feedback (2005) http://www.cs.cornell.edu/People/tj/publications/joachims_etal_05a.pdf 2
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  • 171. 1,500 intranet searches 25,000 20,000 5% of searches = 35% of volume 15,000 10,000 Long Neck 5,000 5 000 0 1 78 155 232 309 386 463 540 617 694 771 848 925 1002 1079 1156 1233 1310 1387 1464
  • 172. Search Performance Indicator Rank R k 1) Top 100-500 search terms 2) “Correct page” for each term 3) Search with each term 4) Score Score S 1 2 3 4 5 6 7 8 9 10 11 + 100 36 26 16 14 12 9 9 7 8 0
  • 173. 25,000 Search Term 20,000 classical studies classical studies department classical latin classical greek classics courses classics department classical studies diploma l i l t di di l classical studies dept classical studies website classical studies webpage classical greece classical texts 15,000 10,000 5,000 5 000 Search Volume 81 12 8 7 7 6 5 3 3 2 1 1 0 1 78 155 232 309 386 463 540 617 694 771 848 925 1002 1079 1156 1233 1310 1387 1464
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  • 178. Copyright Eyetrack III 2004 Copyright © Gerry McGovern: www.gerrymcgovern.com 178
  • 179. “Most people just look at the first 3 4 words ” 3-4 words.” Eyetrack III 2004 Nielsen 2011 Copyright © Gerry McGovern: www.gerrymcgovern.com 179
  • 180. Copyright © Gerry McGovern: www.gerrymcgovern.com 180
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  • 184. Customer Satisfaction Survey Our mission statement is to provide employees with the very latest and most accurate marketing research so as to help them make better decisions. Headed by Martin … www.organizationcentric.com/ - 9k - Cached - Similar pages Customer Satisfaction Survey results y Our mission statement is to provide employees with the very latest and most accurate marketing research so as to help them make better decisions. Headed by Martin … www.organizationcentric.com/ - 9k - Cached - Similar pages Customer Satisfaction Survey: tools for researchers Our mission statement is to provide employees with the very latest and most accurate marketing research so as t help th k ti h to h l them make b tt d i i k better decisions. H d d b M ti … Headed by Martin www.organizationcentric.com/ - 9k - Cached - Similar pages Customer Satisfaction Survey introduction Our mission statement is to provide employees with the very latest and most accurate marketing research so as to help them make better decisions. Headed by Martin … www.organizationcentric.com/ www organizationcentric com/ - 9k - Cached - Similar pages Welcome to the Customer Satisfaction Survey results Our mission statement is to provide employees with the very latest and most accurate marketing research so as to help them make better decisions. Headed by Martin … www.organizationcentric.com/ - 9k - Cached - Similar pages Customer Satisfaction Survey: how to interpret the data Our mission statement is to provide employees with the very latest and most accurate marketing research so as to help them make better decisions. Headed by Martin … www.organizationcentric.com/ - 9k - Cached - Similar pages Customer Satisfaction Survey team: meet the team Our mission statement is to provide employees with the very latest and most accurate marketing research so as to help them make better decisions. Headed by Martin … www.organizationcentric.com/ - 9k - Cached - Similar pages Customer Satisfaction Survey Our mission statement is to provide employees with the very latest and most accurate marketing research so as to help them make better decisions Headed by Martin … decisions. www.organizationcentric.com/ - 9k - Cached - Similar pages Customer Satisfaction Survey Our mission statement is to provide employees with the very latest and most accurate marketing research so as to help them make better decisions. Headed by Martin … www.organizationcentric.com/ - 9k - Cached - Similar pages
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