This document summarizes how Liverpool.gov.uk was rebuilt by focusing on top tasks beyond the homepage. Key points: - An analysis of user behavior found that 85% of traffic was to 200 pages out of 4000 total, and most users just wanted to perform tasks like paying bills rather than reading policies. - A new information architecture was developed based on identifying top tasks and testing 40 of the most important against old and new structures. - The redesign focused everything on improving the customer experience for these tasks by simplifying content and prioritizing what most people actually use. - Early results showed a reduction in call volumes and a 400% increase in online reporting, indicating the redesign is achieving

1. Top Tasks beyond the homepage (and the site) how liverpool.gov.ukwas rebuilt

2. Conor Moody / Kevin Jump Liverpool Direct LimitedLiverpool City Council

3. Background

4. About us Liverpool Direct is A Joint Venture A Limited Company The council’s web team Based on our research Liverpool is Liverpool Your results may differ

5. Great big massive planNo action…….Focus and evidence‘the web can save you money’‘go on then’ (6 months)

6. How do we win?

7. Achieve accreditation / rank?

8. Engage / be open / be seen to be?

9. Guidelines and standards?

10. Prove we can use ajax / jquery / Web 2.0 ‘rounded corners’ ?

11. Save the world?

12. Happy politicians?

13. Improve the brand?

14. No.What then?

15. Make things easier for most customers = save money

16. How? It’s easy to say this stuff but….

17. LookLearnDo

18. Look Inside and out

19. 85% 200 pages of our 4000 page site accounted for of traffic

21. 20 performed 70% of all activity

22. 160 did something

24. Organisation v customer Homepage space allocation (%) If pure demand was followed (%) News Jobs Brand Do-it online Popular Links Leisure Rubbish Planning Images Search Contact Benefits My Neighbourhood Promo Contact Benefits The Council Site Elements (Navigation, Whitespace, etc) Libraries News Business Transport Education The Rest

25. Whatever…… content on navigation pages

26. 4,500 Policies, plans, strategies, SLA docs 0 in top 20 tasks / top 300 downloaded docs

27. Get out of my way ! 90% Whatever……

28. Information Transactions

29. Staff are not customers Twice as likely to use a-z 96% of site searches for “Google” came from staff

30. Gerry McGovern did: Methodology Data gathering Rationalisation Survey High level list of Top Tasks

32. Drafted IA

34. Learn We concluded…

35. No demand for shinyshiny people ‘do’ and leave

36. We must fix the basics in order to give customers what they want

37. The content model is part of the problem

40. Devolving does not work (for us)

41. No service ? = No content

42. Prioritise what most people want

43. Don’t blend service with policy

45. Do

46. The usual stuff* GVL Page Priority Wireframes HTML5 / CSS3 / JQuery CMS templates Testing (load, user, QA etc) Delivered on the day / zero downtime switch *We care - our customers don’t

47. The method We did agile We got stuff working in code as quickly as possible We did the important things first We built on others' work (UX Research, JQuery, boilerplate, mega menus) We didn’t add bells and whistles until it was done Web drove the process We presumed, did and then asked Design was UX not PR led

48. The results So far

52. Measuring contact This is dummy data, but these metrics are measured

54. Need 6 months to be sure

55. Online reporting up 400%

56. 4 complaints (customers)

57. Lots of complaints (staff)

58. We can measure what matters

59. Build evidence for phase 2* If we don’t count Christmas, which we don’t,

60. We have a ‘why’

61. tips If you want to do this

62. Ask questionsno assumptions

64. Do we need a CMS ?

65. Do we need enterprise CMS?

66. Is our supplier adding value?

67. Do we have experts? Can they own this?

68. Can we get evidence?

69. Will anyone listen?

71. Have a clear message

72. Don’t chase badgesDo chase customers

73. Acceptyou will fail a bit

74. Be prepared to fight a lot

75. Know your limits you can’t do everything at once

76. Build agile Let the experts get on with it

77. Get us to help If you need it* *we are a LTD Company

78. Take Top Tasks beyond the homepage (and the site)

79. Thanks www.ldlwebservices.co.uk @kevinjump @conormoody