Catherine Togher, senior change manager, Citizens Advice Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

1. Putting users at the heart of
your digital products
@catherinetogher

2. Make it easy for everyone to get
(and give) great advice.
Use what we learn to fix
the underlying causes of problems.

3. 3
We provide
support in 2,900
locations across
England and
Wales
People sought
our help with
6.2 million
issues in the
last year
Last year we
helped over 2.7
million people
face to face, by
phone, email or
web chat
Over 23,000
volunteers are
involved with
Citizens Advice
People visit our website 36 million times a year to get
advice

6. Our digital content from 2000 - 2013

7. Back to basics….
Who are our users and what do
they need?

8. 8
We have 2 distinct users of our content
Clients
Advisers
Content
It also has 2 distinct uses...
Self
serve
Refer to and advise

9. 9
Clients = Everyone
Clients

10. 1. Google is the homepage
2. Content optimisation then brands
3. Content design is a craft not art
4. Practical, tactical and useful

11. 1. Google is the homepage
2. Content optimisation then brand

12. 2.1 million
2.1 million people per month come to Citizens Advice from Google

13. 2.1 million
2.1 million people come to Citizens Advice from Google
CAS.org.uk
citizensadvice.org.uk

14. 99% of search terms used on search engines relate to people’s problems

15. 99% of search terms used on search engines relate to people’s problems
0.8% are about Citizens Advice
0.2% are about adviceguide

16. People search for
issues.
They use brands to
choose between
options.

18. 3. Content design is an art, not a craft
18

21. 4. Practical, tactical and useful

24. Better content that replicates our face to face service

26. New consumer content

27. How do you find out what users want?

29. So what does this mean and what have we
done?
29

30. Roadmap
30

31. 31

32. 23rd June 2016: Referendum
32

33. 33

35. Thank you.
Questions?
@catherinetogher

36. Visit the CharityComms website to
view slides from past events, see
what events we have coming up
and to check out what else we do:
www.charitycomms.org.uk

37. 27 October 2016
London
#charitydigital
Digital
conference