The document discusses Hertfordshire County Council's plans for a next generation website that will: (1) allow customers to self-serve and complete transactions online; (2) provide a simple, guided customer experience; and (3) deliver personalized service that anticipates customer needs. The new website will be designed to meet modern usability and accessibility standards and shift from an anonymous experience to one that is more personalized. It will enable greater self-service, transactions, and access to information through features like guided content, search predictions, and integrated local directories. The website is currently in beta testing on beta.hertsdirect.org.

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NEXT GENERATION WEBSITE
THE FUTURE OF OUR DIGITAL SERVICES
BUT HOW CAN IT HELP ME?
NAME: MARTIN CHANEY
DATE: 30TH MARCH 2016

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1) Allow customers to self-serve and transact completely
online
2) Provide customers with an experience that is simple and
guided
3) Delight our customers with a personalised service that
anticipates their needs
HertfordshireCountyCouncil–NextGenerationWebsite

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 Designed in a way that means it works for both our citizens and our services
 Adopting modern features and styling, meeting our customers growing expectations
 Usable by all, including those with disabilities
 Moving away from an anonymous website where one size fits does not fit all to a more personal website
 Enable greater self service
 Solve customer queries by being more helpful and better designed
 Guide people to make informed choices
 Enable transactions, helping customers know where to start and what to do
 Give customers access to everything we do and help them find information and services provided by others
 The platform and capability to support our future website needs
HertfordshireCountyCouncil–NextGenerationWebsite

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HertfordshireCountyCouncil–NextGenerationWebsite
DESKTOP AND MOBILE FRIENDLY
LIVE NOW ON BETA.HERTSDIRECT.ORG

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HertfordshireCountyCouncil–NextGenerationWebsite
PHOTOGRAPHY LED DESIGN LANGUAGE
Save favourite pages
Animated infographics
to engage users
Clear calls to action
(at the top of the page)
Clear
explanations
Straight to answers
LIVE NOW ON BETA.HERTSDIRECT.ORG

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HertfordshireCountyCouncil–NextGenerationWebsite
Real customers
sharing experience
Real-time recommendations
LIVE NOW ON BETA.HERTSDIRECT.ORG

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HertfordshireCountyCouncil–NextGenerationWebsite
Using location to personalise
the customer experience
Quick Answers - giving customers the
answers they need as simply as possible
LIVE NOW ON BETA.HERTSDIRECT.ORG

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HertfordshireCountyCouncil–NextGenerationWebsite
BRANDED CONTENT & MICROSITES
Reinforcing brand identity
Unique colours
and images

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HertfordshireCountyCouncil–NextGenerationWebsite
 Identify what they need from us
 Determine where we put information on the
website
 Help decide what we should call things
 Work out how well it works for them
462 members of the public on our testing
panel
2,800 customers have already told us what
they need from our new website
500 users have already helped us structure
the new website
800 users have already given us feedback on
the look and feel on the new website
3,000+ individual pieces of feedback and
insight from our customers

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HertfordshireCountyCouncil–NextGenerationWebsite
WHERE OUR TESTERS LIVE WHICH PERSONA DO THEY REPRESENT?

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HertfordshireCountyCouncil–NextGenerationWebsite
% population of
Hertfordshire
% of active website
testing panellists*
Prosperous Positions 35% 48%
Comfortable Families 18% 19%
Striving Singles 14.3% 7%
Comfortable Seniors 9% 11%
Struggling Families 7.2% 6%
Dependent Seniors 5.3% 2%
Modest Heritage 4.9% 4%
Metro Community 4.4% 2%
Social Renters 1.6% 1%
* customers who have completed an online study within the last 5 months
WHICH PERSONAS DO OUR PANELLISTS REPRESENT?

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HertfordshireCountyCouncil–NextGenerationWebsite
SOME ASSUMPTIONS ABOUT OUR PANEL
Around 25% of active panellists are likely to go
through schools admissions process online
70% are likely to regularly recycle and are
conscious about their environmental impact
15% of panellists are likely to be at greater risk of
crime than the average
80% of panellists are likely to self serve with us
Estimated – based on corporate persona data

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HertfordshireCountyCouncil–NextGenerationWebsite
POSTCODE PERSONA PERSONALISED CONTENT
Different customers can see
different content
• Business objectives and success
measures determine who sees what
• This example is promoting events to
specific audiences but any part of
the page can be personalised

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HertfordshireCountyCouncil–NextGenerationWebsite
SCHOOL ADMISSIONS ‘SCRAPBOOK’
Helping customers keep
track during longer
transactions
• Applying to school can be like a
research project
• Customers will be able to save
useful pages in one place for easy
reference

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HertfordshireCountyCouncil–NextGenerationWebsite
FILTER TOOLS – TO HELP CHOICES
Unique interface for mobile
Filter a long list into a selection
that meets your specific needs
Used for Money Advice Unit, Reference Library, Events,
What can I recycle?, Safety cameras and more

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HertfordshireCountyCouncil–NextGenerationWebsite
HERTFORDSHIRE DIRECTORY INTEGRATION
Take entries from our directory Turn them into widgets
Make them local
Display local services where
they’re most useful

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HertfordshireCountyCouncil–NextGenerationWebsite
SEARCH
Predicts your search term
Gives you the answer, without
needing to click any further

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HertfordshireCountyCouncil–NextGenerationWebsite
GUIDED CONTENT
Process decision tree
Translated into simple, friendly questions
Suggest things to try
Offer alternatives

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HertfordshireCountyCouncil–NextGenerationWebsite
MARKETING CAMPAIGNS
‘Product’ pages to market services
Clear ‘calls to action’
Promotional images and branding

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HertfordshireCountyCouncil–NextGenerationWebsite
WEBCHAT
‘Convert’ more leads Keep people online

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HertfordshireCountyCouncil–NextGenerationWebsite
 A customer channel that works for both you and your
customers
 Meeting customers growing expectations with modern features
and styling
 Solve customer queries using helpful tools
 Help customers make informed choices
 More online transactions
 A more personal and targeted website experience
 The platform and capability to support your future website
needs