Top-Task Analysis - Workshop Slides - Gerry McGovern

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@gerrymcgovern

Top Tasks Workshop
December16, 2014
Gerry McGovern
gerry@customercarewords.com
www.customercarewords.com
@gerrymcgovern

WHAT IS A
TASK?

5 million visits
NO TIME TO
UPDATE

31 OCT 2014
2 APRIL 2014
1 APRIL 2014
4 AUG 2014
22 APR 2014

45 to 6
5,000 to 1,000

Countrysurveys /
reviews/ reports
Compare country
statistical data
Statistics on one
particular topic
Browse a
publication
online for f…
6
11
49

Top 20 Tasks
Tasks Total Vote
% of Total
Vote 31800
Cumulative
Vote
Cumulative
Carewords
1 Country surveys / reviews / reports 2178 7% 7% 1%
2 Compare country statistical data 1960 6% 13% 3%
3 Statistics on one particular topic 1869 6% 19% 4%
4 Browse a publication online for free 1610 5% 24% 6%
5 Working papers 1530 5% 29% 7%
6 Publication by topic 1478 5% 33% 9%
7 Basic facts, summaries and overviews 1379 4% 38% 10%
8 Statistics on one particular country 1285 4% 42% 11%
9 Statistical forecasts / projections 1210 4% 46% 13%
10 Access to raw data 1051 3% 49% 14%
11
International guidelines and standards (corporate
governance, tax havens, etc.) 1025 3% 52% 16%
12 Statistical sources and methods 1019 3% 55% 17%
13 What's new (hot topics, recent publications, events) 1004 3% 58% 19%
14 OECD policy advice by topic, country 843 3% 61% 20%
15 OECD Annual Report 784 2% 64% 21%
16 Publication by country 746 2% 66% 23%
17 Best practice in policy implementation 739 2% 68% 24%
18 Publication by title 614 2% 70% 26%
19 Simple, easy-to-understand tables and graphs 613 2% 72% 27%
20 News releases 542 2% 74% 29%
Top 25%
26-50%
51-75%

Bottom 20 Tasks
Tasks Total Vote
% of Total
Vote 31800
Cumulative
Vote
Cumulative
Carewords
51 Find a local library with OECD publications 92 0% 97% 73%
52 How OECD interacts with non-member countries 92 0% 97% 74%
53 Subscriptions to OECD services 90 0% 97% 76%
54 Photos / images / videos 80 0% 97% 77%
55 OECD Annual Forum / Ministerial Council Meeting 73 0% 98% 79%
56 Have your say (public consultation and participation) 71 0% 98% 80%
57 How OECD is funded (budget) 70 0% 98% 81%
58 How peer review works 60 0% 98% 83%
59
Find OECD officials (secretary-general, directors,
ambassadors) 59 0% 99% 84%
60 Acronyms, abbreviations 57 0% 99% 86%
61 Personalize the website (MyOECD) 56 0% 99% 87%
62 Press conferences (calendar, accreditation) 56 0% 99% 89%
63 Find a local bookshop / distributor for OECD publications 51 0% 99% 90%
64 Publishing rights and permissions 45 0% 99% 91%
65 What's involved in OECD membership 44 0% 99% 93%
66 Secretary-General speeches and activities 39 0% 100% 94%
67 Find OECD locations 38 0% 100% 96%
68 Tours of the OECD 37 0% 100% 97%
69 Hotels near OECD locations 24 0% 100% 99%
70 Password problems 23 0% 100% 100%

WHY DOES IT
WORK?

Top tasks for the
European
Commission

WHAT’S THE
BEST WAY TO
GET PEOPLE TO
VOTE?

HOW MANY?
Target: 400 voters
50 for subcategory
(minimum 25)

HOW SHOULD YOU
INTRODUCE THE
TASK VOTING
QUESTION?

Task Voting Question
• Please look at the following list and choose the
top FIVE most important things to you in deciding
to buy a new car.
• In dealing with your health, what 5 factors are
most important to you?
• Select the FIVE words or phrases from the
following list that reflect the most important
things to you in relation to a satellite navigation
system.

The main task question
Select the 5 reasons that are
MOST IMPORTANT to you
when interacting with the
European Commission
RANDOMIZE!

1
2
3
4
5
6
12
19
40 6 Top Tasks
1. EU law, rules, treaties, judgments
2. Research and innovation
3. Funding, grants, subsidies
4. Education and training in EU
5. EU strategy, political priorities
6. Environmental protection
MediumSmall
Tiny Top
77 tasks – 107,000 voters

0%
1%
2%
3%
4%
5%
6%
7%
1067
4271
7475
10679
13882
17086
20290
23494
26698
29901
33105
36309
39513
42716
45920
49124
52328
55531
58735
61939
65143
68346
71550
74754
77958
81161
84365
87569
90773
93976
97180
100384
103588
106792
EU law, rules, treaties, judgments (57690, 3:1)
Research and innovation (57690, 800:1)
Funding, grants, subsidies (43844, INF:1)
Education and training in EU (9230, INF:1)
EU strategy, political priorities (11538, 4:1)
Environmental protection (78458, INF:1)
Jobs, traineeships at the European Commission
(119995, 1.3E+6:1)
Find a job in another EU country (216915, 8:1)
EU news, announcements, press releases (216915,
69:1)
Human rights, fundamental rights (173070, 3:1)
Working in an EU country (rights, permits, benefits)
(177685, 31:1)
Order, download an EU publication (186916, 3:1)
Track policy and law making process, updates
(186916, 6:1)
Statistics and forecasts (154609, 1.1E+11:1)
Another view - stability of results

External poll - top 20 tasks
• 106,792 participants cast 1,601,880 votes
106792 Tasks Total Vote
% of Total
Vote 1601880
Cumulative
Vote
Cumulative
Tasks
1 EU law, rules, treaties, judgments 83931 5.2% 5.2% 1.3%
2 Research and innovation 83306 5.2% 10.4% 2.6%
3 Funding, grants, subsidies 79414 5.0% 15.4% 3.9%
4 Education and training in EU 59623 3.7% 19.1% 5.2%
5 EU strategy, political priorities 45331 2.8% 21.9% 6.5%
6 Environmental protection 44921 2.8% 24.8% 7.8%
7 Jobs, traineeships at the European Commission 40358 2.5% 27.3% 9.1%
8 Find a job in another EU country 37657 2.4% 29.6% 10.4%
9 EU news, announcements, press releases 36809 2.3% 31.9% 11.7%
10 Human rights, fundamental rights 35274 2.2% 34.1% 13.0%
11 Working in an EU country (rights, permits, benefits) 34986 2.2% 36.3% 14.3%
12 Order, download an EU publication 33794 2.1% 38.4% 15.6%
13 Track policy and law making process, updates 33558 2.1% 40.5% 16.9%
14 Statistics and forecasts 32983 2.1% 42.6% 18.2%
15 About the European Union (role, structure, how it works, origin) 30065 1.9% 44.4% 19.5%
16 Food and farming (production and safety) 27703 1.7% 46.2% 20.8%
17 Climate change, global warming 26932 1.7% 47.9% 22.1%
18 Regional, rural and urban development 25764 1.6% 49.5% 23.4%
19 Freedom of information (transparency, access to documents) 25157 1.6% 51.0% 24.7%
20 About the European Commission (role, structure, how it works) 24866 1.6% 52.6% 26.0%
Top 25%
26-50%
51-75%

External poll - bottom 20 tasks
106792 Tasks Total Vote
% of Total
Vote 1601880
Cumulative
Vote
Cumulative
Tasks
58 Chemicals (approval) 9910 0.6% 92.1% 75.3%
59 Volunteering opportunities 9692 0.6% 92.7% 76.6%
60 Corporate social responsibility for business 9455 0.6% 93.3% 77.9%
61 E-government 9448 0.6% 93.9% 79.2%
62 Taxation, excise (not VAT) 8767 0.5% 94.4% 80.5%
63 Accession of new countries to the EU, enlargement 8678 0.5% 94.9% 81.8%
64 VAT (Value Added Tax) 8098 0.5% 95.5% 83.1%
65
Judicial cooperation between EU countries, recognition of
judgments 7549 0.5% 95.9% 84.4%
66 Pensions, retirement in another EU country 7433 0.5% 96.4% 85.7%
67 Transport safety (air, road, banned airlines) 7256 0.5% 96.8% 87.0%
68 Complaints to the European Commission 6673 0.4% 97.3% 88.3%
69 Resource security (oil, gas, raw materials) 6556 0.4% 97.7% 89.6%
70 Family (marriage, divorce, partnerships, adoption) 6378 0.4% 98.1% 90.9%
71 Emergencies, disasters, civil protection 5944 0.4% 98.4% 92.2%
72 Visit EU institutions, guided tours 5530 0.3% 98.8% 93.5%
73 European Commissioner profiles 5157 0.3% 99.1% 94.8%
74
Goods allowed when crossing borders (alcohol, cigarettes, cash,
pets) 4097 0.3% 99.4% 96.1%
75 Driving licence validity in EU countries 3732 0.2% 99.6% 97.4%
76 Vehicles (buying, selling, registration, taxes, insurance) 3473 0.2% 99.8% 98.7%
77 President of the Commission (profile, agenda) 3042 0.2% 100.0% 100.0%

GET THE STAKEHOLDERS
TO VOTE AS WELL …
“What do you think your
customers want?”

Tasks
%
Customer
Vote
(106792)
% Team
Vote (668) Empathy
EU law, rules, treaties, judgments 5.2% 3.2% 60%
Research and innovation 5.2% 0.9% 17%
Funding, grants, subsidies 5.0% 7.4% 148%
Education and training in EU 3.7% 3.1% 84%
EU strategy, political priorities 2.8% 1.7% 59%
Environmental protection 2.8% 1.3% 47%
Jobs, traineeships at the European Commission 2.5% 5.0% 196%
Find a job in another EU country 2.4% 2.9% 124%
EU news, announcements, press releases 2.3% 2.4% 103%
Human rights, fundamental rights 2.2% 1.6% 73%
Working in an EU country (rights, permits, benefits) 2.2% 5.7% 261%
Order, download an EU publication 2.1% 1.3% 61%
Track policy and law making process, updates 2.1% 0.7% 34%
Statistics and forecasts 2.1% 1.0% 48%
About the European Union (role, structure, how it
works, origin) 1.9% 3.7% 196%
Food and farming (production and safety) 1.7% 1.0% 57%
Climate change, global warming 1.7% 0.5% 33%
Regional, rural and urban development 1.6% 0.9% 54%
Top tasks - assumptions versus facts

Getting the right mix of voters

CATEGORY
DEMOGRAPHIC
QUESTIONS
(5-8)

Tasks
Em
ployedSelf-em
ployed
Unem
ployed
StudentRetiredOther
Overall
EU law, rules, treaties, judgments 6% 5% 2% 5% 4% 4% 5%
Research and innovation 6% 5% 3% 3% 3% 4% 5%
Funding, grants, subsidies 6% 6% 3% 2% 2% 5% 5%
Education and training in EU 4% 3% 4% 5% 3% 4% 4%
EU strategy, political priorities 3% 3% 1% 3% 3% 2% 3%
Environmental protection 3% 3% 2% 3% 3% 3% 3%
Jobs, traineeships at the European Commission 2% 2% 6% 5% 1% 2% 3%
Find a job in another EU country 2% 2% 9% 3% 1% 2% 2%
EU news, announcements, press releases 3% 2% 1% 2% 2% 2% 2%
Human rights, fundamental rights 2% 2% 3% 3% 4% 4% 2%
Working in an EU country (rights, permits, benefits) 2% 2% 7% 3% 1% 2% 2%
Order, download an EU publication 2% 2% 1% 1% 2% 1% 2%
Track policy and law making process, updates 2% 2% 1% 2% 2% 2% 2%
Statistics and forecasts 2% 2% 1% 2% 2% 1% 2%
About the European Union (role, structure, how it works, origin) 2% 1% 1% 3% 3% 2% 2%
Food and farming (production and safety) 2% 2% 1% 1% 2% 2% 2%
Climate change, global warming 2% 2% 1% 2% 2% 2% 2%
Regional, rural and urban development 2% 2% 1% 1% 2% 2% 2%
Consistency across ‘employment status’

Consistency across ‘workplace’
Tasks Nationalgovernm
ent
Local,regionalauthority
EU
institutions
Otherinternational
organisations(non-EU)
Non-profitand
NGO
(non-
governm
ental
organisations)
Privatesector:start-up
Privatesector:sm
all
com
panies(<50
em
ployees)
Privatesector:m
edium
-
sized
com
panies(50-249
em
ployees)
Privatesector:large
com
panies(>250
em
ployees)
Other
Overall
Research and innovation 7% 5% 4% 7% 8% 6% 5% 5% 4% 8% 6%
EU law, rules, treaties, judgments 6% 5% 5% 4% 3% 4% 5% 7% 8% 5% 6%
Funding, grants, subsidies 5% 7% 3% 6% 11% 7% 6% 4% 2% 7% 6%
Education and training in EU 4% 5% 3% 4% 4% 3% 2% 2% 2% 5% 3%
EU strategy, political priorities 4% 4% 4% 4% 4% 2% 2% 2% 2% 3% 3%
Environmental protection 3% 3% 2% 3% 3% 2% 3% 2% 2% 3% 3%
EU news, announcements, press releases 3% 2% 4% 3% 2% 1% 2% 3% 3% 2% 2%
Order, download an EU publication 2% 3% 2% 2% 2% 2% 2% 3% 3% 2% 2%
Track policy and law making process, updates 3% 2% 2% 2% 2% 1% 2% 2% 3% 2% 2%
Statistics and forecasts 3% 2% 2% 2% 2% 2% 2% 2% 2% 2% 2%
Jobs, traineeships at the European Commission 2% 2% 4% 3% 2% 2% 2% 2% 2% 2% 2%
Human rights, fundamental rights 2% 2% 2% 2% 3% 2% 2% 2% 1% 2% 2%
Product safety, conformity, certification 1% 1% 1% 1% 1% 2% 2% 4% 3% 1% 2%
Food and farming (production and safety) 2% 2% 2% 1% 1% 2% 2% 2% 2% 2% 2%
Working in an EU country (rights, permits, benefits) 2% 2% 2% 2% 1% 2% 2% 2% 2% 2% 2%
Find a job in another EU country 2% 2% 2% 1% 1% 2% 2% 2% 2% 2% 2%
Regional, rural and urban development 2% 4% 1% 2% 2% 2% 2% 1% 1% 2% 2%

Consistency across ‘private/professionals’
Tasks
Privateindividual
Professional
Overall
EU law, rules, treaties, judgments 3% 6% 5%
Research and innovation 3% 6% 5%
Funding, grants, subsidies 3% 6% 5%
Education and training in EU 4% 3% 4%
EU strategy, political priorities 2% 3% 3%
Environmental protection 3% 3% 3%
Jobs, traineeships at the European Commission 4% 2% 3%
Find a job in another EU country 4% 1% 2%
EU news, announcements, press releases 2% 3% 2%
Working in an EU country (rights, permits, benefits) 4% 1% 2%
Human rights, fundamental rights 3% 2% 2%
Order, download an EU publication 1% 3% 2%
Track policy and law making process, updates 1% 2% 2%
Statistics and forecasts 2% 2% 2%

Consistency across ‘occupation’ (excl. ‘other’ 50%)

Tasks
<
18
18
-24
25
-34
35
-44
45
-54
55
-64
65
+
Overall
EU law, rules, treaties, judgments 3% 4% 5% 6% 6% 5% 4% 5%
Research and innovation 3% 3% 5% 6% 6% 6% 5% 5%
Funding, grants, subsidies 1% 2% 5% 6% 6% 5% 3% 5%
Education and training in EU 6% 5% 4% 3% 4% 3% 3% 4%
EU strategy, political priorities 2% 2% 3% 3% 3% 3% 3% 3%
Environmental protection 3% 2% 3% 3% 3% 3% 3% 3%
Jobs, traineeships at the European Commission 2% 5% 4% 2% 2% 1% 0% 3%
Find a job in another EU country 2% 4% 4% 2% 2% 1% 0% 2%
EU news, announcements, press releases 2% 2% 2% 2% 2% 2% 2% 2%
Human rights, fundamental rights 4% 3% 2% 2% 2% 2% 3% 2%
Working in an EU country (rights, permits, benefits) 2% 3% 3% 2% 2% 1% 1% 2%
Order, download an EU publication 0% 1% 2% 2% 3% 3% 2% 2%
Track policy and law making process, updates 1% 2% 2% 2% 2% 2% 2% 2%
Statistics and forecasts 1% 2% 2% 2% 2% 2% 2% 2%
About the European Union (role, structure, how it works, origin) 3% 3% 2% 2% 2% 2% 2% 2%
Food and farming (production and safety) 1% 1% 1% 2% 2% 2% 2% 2%
Climate change, global warming 2% 2% 2% 1% 2% 2% 2% 2%
Regional, rural and urban development 1% 1% 1% 2% 2% 2% 2% 2%
Consistency across ‘age’

Consistency across ‘site visit frequency’
Tasks
Daily
W
eeklyM
onthlyInfrequently
Firsttim
eTotal
EU law, rules, treaties, judgments 8% 7% 5% 4% 3% 5%
Research and innovation 5% 6% 6% 5% 3% 5%
Funding, grants, subsidies 5% 5% 5% 5% 4% 5%
Education and training in EU 2% 3% 4% 4% 4% 4%
EU strategy, political priorities 4% 4% 3% 2% 2% 3%
Environmental protection 2% 3% 3% 3% 3% 3%
Jobs, traineeships at the European Commission 2% 3% 3% 2% 3% 3%
Find a job in another EU country 2% 2% 2% 2% 4% 2%
EU news, announcements, press releases 4% 3% 2% 2% 1% 2%
Human rights, fundamental rights 1% 2% 2% 3% 3% 2%
Working in an EU country (rights, permits, benefits) 1% 2% 2% 2% 3% 2%
Order, download an EU publication 2% 3% 3% 2% 1% 2%
Track policy and law making process, updates 3% 3% 2% 2% 1% 2%
Statistics and forecasts 2% 2% 3% 2% 1% 2%
About the European Union (role, structure, how it works, origin) 2% 2% 2% 2% 2% 2%
Food and farming (production and safety) 2% 2% 2% 2% 2% 2%
Climate change, global warming 1% 2% 2% 2% 2% 2%
Regional, rural and urban development 2% 2% 2% 1% 1% 2%

Consistency across ‘country of residence’

SUPPORT IS THE
NEW SALES

Potential versus Current Customer
Top 25%
26-50%
51-75%
Tasks
Potential
custom
erC
urrent
custom
erS
tudentJob
seeker
Total
1 Download software, firmware, drivers, patches, updates 7% 10% 5% 2% 9%
2
Configure / set up a product (tech guides, notes, how-
to's) 5% 9% 5% 4% 8%
3 Troubleshooting (bug fixes, diagnostics, guides) 4% 9% 4% 3% 7%
4 Network design (tech guides, notes, examples) 4% 4% 5% 6% 4%
5 Install / upgrade / migrate (tech guides, notes, examples) 4% 6% 4% 4% 5%
6 Pricing for an individual product or service 3% 1% 0% 1% 1%
7 Warranties 3% 1% 1% 0% 1%
8 Service, support options available for my product 3% 4% 1% 1% 4%
9
Solutions to match business needs (work remotely,
improve productivity, secure my business) 3% 1% 2% 5% 1%
10
Compatibility / interoperability (software, hardware,
version) 2% 2% 2% 0% 2%
11
Pre-purchase technical information (datasheets,
whitepapers, requirements) 2% 2% 0% 1% 2%
Product, service overviews and benefits (brochures,

SOMETIMES YOU
CAN’T DELIVER ON
A TOP TASK

Top 20 Tasks
Tasks Total Vote
% of Total
Vote 29745
Cumulative
Vote
Cumulative
Carewords
1 Find a job 2472 8% 8% 1%
2 Leisure activities (centres, gyms, swimming, prices, fees) 1362 5% 13% 2%
3
Waste, refuse, rubbish (collection, management,
commercial, bulky items (e.g. Bulky Bobs)) 968 3% 16% 4%
4 Museums, galleries, theatres 952 3% 19% 5%
5 Libraries 950 3% 23% 6%
6 Bins - dates (green, blue, purple) 912 3% 26% 7%
7 Entertainment and events 879 3% 29% 8%
8
School information (admission policy, term times, contact
details) 809 3% 31% 10%
9
Anti-social behaviour (discrimination, harassment,
nuisance) 703 2% 34% 11%
10 Citysafe (crime and disorder) 696 2% 36% 12%
11 Hospitals, health authorities 691 2% 38% 13%
12 Adult education (further, higher, classes) 646 2% 40% 14%
13 Job training and development (eg JET) 645 2% 43% 15%
14 Recycling (collection, centres, tips) 633 2% 45% 17%
15 Parks (gardens, open spaces, country parks, rangers) 596 2% 47% 18%
16 Transport (timetables, fares) 590 2% 49% 19%
17 Council tax payment (billing, enforcement) 541 2% 51% 20%
18 Emergency services (police, fire, ambulance) 522 2% 52% 21%
19
Street cleaning (fly tipping, passage dumping, litter,
graffiti) 511 2% 54% 23%
20 Tourist information 480 2% 56% 24%
Top 25%
26-50%
51-75%

TOP TASKS
NAVIGATION IS
FOR EVERYTHING

NAVIGATION
FRAGMENTATION

TOP TASKS IS
ABOUT
SIMPLICATION

Liverpool:
4,000 PAGES to 700
Norwegian Cancer Society:
5,000 pages to 1,000

Tasks Pie Chart
Find a job Hospitals,
health
authorities
Waste
collection and
management
(…
Emergency
services (fire,
rescue,…
Teachers
(recruitment,
retention,…
1121
55
Top 25%
26-50%
51-75%

60

UK National Health Service: Tasks Voting Trends
Tasks
504
Voters
1008
Voters
1512
Voters
2017
Voters
1 Check symptoms 4% 5% 5% 5%
2 Basic facts about conditions / diseases 4% 3% 3% 4%
3 Book an appointment online 4% 3% 4% 4%
4
Get advice from a doctor / nurse (phone, website chat,
email) 3% 3% 3% 3%
5 What to do based on your symptoms 3% 3% 3% 3%
6
Best place to go for help (GP, A & E, clinic, walk-in
centre, pharmacist) 3% 3% 3% 3%
7 When to seek urgent medical attention 2% 3% 2% 2%
8 Get your medical records online 2% 2% 2% 2%
9 How a condition / disease should be treated 2% 2% 2% 2%
10 What to do in a medical emergency 2% 2% 2% 2%
11 Get test results online 2% 2% 2% 2%
12 Opening times (GPs, clinics, chemists) 2% 2% 2% 2%
13 Can I treat this myself? 2% 2% 2% 2%
14 Seriousness of a condition / disease (prognosis) 2% 2% 2% 2%
15 Diet, food and nutrition 2% 2% 2% 2%
16
Compare hospitals based on quality of care (infection
rates, MRSA, surgical errors, death rates) 2% 2% 2% 2%
17 Contact details for hospitals, GPs, gyms, etc 2% 2% 2% 2%
18 Treating common health problems at home 2% 2% 2% 2%
19 Choose a GP that's right for you 1% 2% 2% 2%
20 Tips for coping with a condition / disease 2% 2% 1% 2%
Top 25%
26-50%
51-75%
Check Symptoms

Norwegian Hospitals: Top 20 tasks
Tasks Total Vote
% of Total
Vote 19395
Cumulative
Vote
Cumulative
Tasks
1 What happens before, during and after treatment? 1115 5.7% 5.7% 1.5%
2 Contact information (phone, email, social media, etc.) 906 4.7% 10.4% 3.0%
3
Disorders (symptoms, investigations, diagnosis, prognoses,
treatment) 881 4.5% 15.0% 4.5%
4 Hospitals, clinics, departments 734 3.8% 18.7% 6.1%
5 Waiting times at the hospital / treatment site 702 3.6% 22.4% 7.6%
6
My health information (journal, visit history, prescriptions,
vaccinations, etc.) 667 3.4% 25.8% 9.1%
7 Opening hours, visitor and visit times 654 3.4% 29.2% 10.6%
8 Access to my journal 622 3.2% 32.4% 12.1%
9 My rights as a patient 610 3.1% 35.5% 13.6%
10 Find treatment center for a particular treatment 554 2.9% 38.4% 15.2%
11
Find and compare treatment center with the shortest latency
and best treatment 544 2.8% 41.2% 16.7%
12 Contact the acute illness / accident 505 2.6% 43.8% 18.2%
13 Help to cope with illness - (training courses) 495 2.6% 46.3% 19.7%
14 Locating the hospital / treatment center (indoor) 475 2.4% 48.8% 21.2%
15 Preparations for the hospital / treatment stay 470 2.4% 51.2% 22.7%
16 Advice, guidance, rights, practical information to relatives 467 2.4% 53.6% 24.2%
17 Recent research on my disease 461 2.4% 56.0% 25.8%
18 My contact at the treatment site 460 2.4% 58.4% 27.3%
19 Medical advice by phone, email or chat 451 2.3% 60.7% 28.8%
20
Locating A hospital / treatment site (directions, public
transport, etc.) 449 2.3% 63.0% 30.3%
Top 25%
26-50%
51-75%
Treatment

Customer and scope
 Customer definition
 Current customers?
 Potential customers?
 Scope
 Just the website?
 Everything online?
 Offline as well?
18 December 2014

Sources for Longlist
1. Organization strategy
2. Existing website (A-Z)
3. Top 50 search (annual: internal, external)
4. Top 50 most visited pages, files (annual)
5. Competitor, peer websites (Level 1 & 2)
6. Traditional / social media
7. Customer feedback, research
8. Stakeholder reviews (internal, external)

Project team
18 December 2014
1. Project manager
2. 3-5 people ideally
3. Genuine experienced people who truly
understand customer needs
4. From Support, Marketing, Products, Web, IT, HR,
Communications
5. The same group throughout the shortlisting
process
6. Will be expected to attend 4-8 shortlisting
meetings, lasting approximately 2 hours each

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 TOOLS / FORMATS
• Calculators
• Interactive Health Tutorials
• Medical Podcasts
• Personal Health Tools
• Picture slideshows
• Podcasts
• Surgery Videos
• Videos

NOT TOO HIGH
• Facts and Figures
• Conditions
• Diseases
• Find services
• Frequently asked health questions
• Injury Prevention
• Medical conditions
• Mind, Body, & Spirit

NOT TOO LOW
• Emergency contraception
• Nonprofit Agencies
• Poems and stories about health
• Cancer
• Diabetes
• 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
Tasks Duplicate Class Source
Internal
Source
Book your GP appointment
online appointment
Find services /
experts patients.co.uk
Let me book an appointment appointment
Find services /
experts user goals doc
Make an appointment appointment
Find services /
experts mayoclinic.com
Remind me when it's time for
my appointment appointment Living With user goals doc
Request an appointment appointment
Find services /
experts netwellness
In researching a condition / disease what 5 factors are most important to you?

NO DEMOGRAPHICS
Tasks M
ale
Fem
ale
Total
1 Check symptoms 3% 5% 5%
2 Basic facts about conditions / diseases 3% 4% 4%
3 Book an appointment online 4% 3% 4%
4
Get advice from a doctor / nurse (phone, website chat,
email) 3% 3% 3%
5 What to do based on your symptoms 2% 3% 3%
6
Best place to go for help (GP, A & E, clinic, walk-in
centre, pharmacist) 3% 3% 3%
7 When to seek urgent medical attention 2% 2% 2%
8 Get your medical records online 3% 2% 2%
9 How a condition / disease should be treated 2% 2% 2%
10 What to do in a medical emergency 2% 2% 2%
11 Get test results online 2% 2% 2%
12 Opening times (GPs, clinics, chemists) 2% 2% 2%
13 Can I treat this myself? 2% 2% 2%
14 Seriousness of a condition / disease (prognosis) 2% 2% 2%
15 Diet, food and nutrition 1% 2% 2%
16
Compare hospitals based on quality of care (infection
rates, MRSA, surgical errors, death rates) 2% 2% 2%
17 Contact details for hospitals, GPs, gyms, etc 2% 2% 2%
18 Treating common health problems at home 1% 2% 2%
19 Choose a GP that's right for you 2% 1% 2%
20 Tips for coping with a condition / disease 2% 2% 2%

Tasks Duplicate Class Source
Internal
Source
Where can I find a diabetes
clinic? user goals doc
Which Health Screenings Do
You Need? Health.yahoo.com
Women Women familydoctor.org
Women's health Women bbc health
Women's Health Women webmd.com
Womens Health Information Women healthsites.co.uk
Work gyms and performance NHS Choices
Workplace health NHS Choices
Your guide to the science in the
news NHS Choices
NO DEMOGRAPHICS

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

Energy efficiency (conservation, climate change) Environment (grants, health, projects)
Events and exhibitions
Family information service (children and parent
centres, child minding)
Find a job Find my local council
Find my nearest (school, library, etc) Forms
Freedom of information, privacy Funerals, burials, cremations and cemeteries
Grants, funds and awards Hospitals, health authorities
Housing
Land and property (sales, charges, personal
search, register)
Leisure activities (parks, open spaces,
greenways) Libraries
Licences and permits Maps of Lancashire (MARIO)
Markets (locations, times, types) Minorities support
News
Older people (residential care, day centres,
services)
Parking (fines, car parks, park and ride,
residents, blue badges, ParkWise) Payments to council (bills, invoices)
Planning (application, advice, building control,
development, permission)
Policies (equality and diversity, accessibility,
social inclusion, transport, safety)
Pollution control (air, land, water, substances) Press releases (media enquiries)
Procurement, tenders, contracts Ranger services
Records office (genealogy, family history,
census, archives, ancestry) Recycling centres (sites, times)
COMPLETE

Top 20 Tasks
Tasks Total Vote
% of Total
Vote 16320
Cumulative
Vote
Cumulative
Carewords
1 Find a job 1207 7% 7% 1%
2 Hospitals, health authorities 781 5% 12% 2%
3
Waste collection and management (household bins,
refuse, bulky, recycling) 674 4% 16% 3%
4 Emergency services (fire, rescue, police, ambulance) 651 4% 20% 4%
5 Teachers (recruitment, retention, training, courses) 625 4% 24% 5%
6 Libraries 589 4% 28% 7%
7
Roads and highways faults (flooding, potholes, street
lights, gritting) 494 3% 31% 8%
8 Leisure activities (parks, open spaces, greenways) 424 3% 33% 9%
9 Council tax 389 2% 36% 10%
10
Culture (museums, galleries, heritage, historic buildings,
sites, monuments) 378 2% 38% 11%
11 School opening (term, holiday, other closure dates) 378 2% 40% 12%
12 Recycling centres (sites, times) 324 2% 42% 13%
13
Tourism (attractions, photographs, areas of outstanding
natural beauty) 322 2% 44% 14%
14 Anti-social behaviour (vandalism, ASBoB) 314 2% 46% 15%
15
Timetables (public transport, journey planner,
TravelWise) 305 2% 48% 16%
16 Conservation (ecology, nature, forestry, woodlands) 283 2% 50% 17%
17 Childcare (safeguarding, advocacy, family support) 247 2% 51% 18%
18 Street cleaning (litter, graffiti, flyposting) 243 1% 53% 20%
19 School admissions, places (primary, secondary) 242 1% 54% 21%
20 Maps of Lancashire (MARIO) 231 1% 56% 22%
Top 25%
26-50%
51-75%

ONE TASK
• Choose a Doctor, find a clinic
• Drugs info, symptom checker
• Nutrition and Fitness
• News and events
• Avoid acronyms
• Max 7 words / 55 chars

85 Task Performance Indicator

Task 5 – Cloning
Does Microsoft support producing multiple copies of a Windows
Embedded POSReady 2009 image, using cloning?
Task Performance
Critical Issues
TPI = 0
Median time on task (sec) = 162
Target time on task (sec) = 30

5 Cloning
Does Microsoft support producing multiple copies
of a Windows Embedded POSReady 2009 image,
using cloning?
Navigation path:
1. http://www.windowsembedded.com
2. Mouse over “Develop” tab and click “POSReady & WEPOS”
3. Click “Windows Embedded POSReady 2009”
4. Click “TechNet Library”
5. Click “Technical Articles”
6. Click “POSReady 2009 Deployment Planning Guide”
7. Click “Using FBReseal”
8. Landing Page: http://technet.microsoft.com/en-us/library/dd936220.aspx
9. ANSWER: No. FBReseal does not support cloning an image more than once

And the answer is ....
YES

Determine 6-
12 top tasks.

Task Question Checklist
1. Based on top tasks
2. Repeatable
3. Representative & typical—fix it, fix
many
4. Universal—everyone can do it
5. One task, one unique answer
6. Does not contain clues – Anti-SEO
7. Emotionally neutral

Task Question Checklist
8. Not confidential
9. Independent from other tasks
10. Clearly different from other tasks
11. Immediately doable on website
12. Short – 30 words or less
13. Doable within 2 minutes maximum
14. No change within testing period

OECD Top 20 Tasks
Tasks Total Vote
% of Total
Vote 31800
Cumulative
Vote
Cumulative
Carewords
1 Country surveys / reviews / reports 2178 7% 7% 1%
2 Compare country statistical data 1960 6% 13% 3%
3 Statistics on one particular topic 1869 6% 19% 4%
4 Browse a publication online for free 1610 5% 24% 6%
5 Working papers 1530 5% 29% 7%
6 Publication by topic 1478 5% 33% 9%
7 Basic facts, summaries and overviews 1379 4% 38% 10%
8 Statistics on one particular country 1285 4% 42% 11%
9 Statistical forecasts / projections 1210 4% 46% 13%
10 Access to raw data 1051 3% 49% 14%
11
International guidelines and standards (corporate
governance, tax havens, etc.) 1025 3% 52% 16%
12 Statistical sources and methods 1019 3% 55% 17%
13 What's new (hot topics, recent publications, events) 1004 3% 58% 19%
14 OECD policy advice by topic, country 843 3% 61% 20%
15 OECD Annual Report 784 2% 64% 21%
16 Publication by country 746 2% 66% 23%
17 Best practice in policy implementation 739 2% 68% 24%
18 Publication by title 614 2% 70% 26%
19 Simple, easy-to-understand tables and graphs 613 2% 72% 27%
20 News releases 542 2% 74% 29%
Top 25%
26-50%
51-75%

Task 1 1 Japan
What are the OECD’s latest recommendations
regarding Japan’s health-care system?
Task 2 2 Vietnam
In 2008, was Vietnam on the list of countries that
received official development assistance?
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 is the latest average starting salary, in US
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?

1. Training and education
2. Pre-sales technical information
3. Technical support
4. Certification and specialization status,
maintenance and renewal
5. Incentive and rebate programs
Cisco Partner top tasks

1. Find the registration page for advanced routing and
switching specialization training targeted at account
managers.
2. Find a short description on how to sell Application
Support multiyear service agreements.
3. Find the download page for the latest IOS software
release for the 3825 NOVPN Router.
4. Find a validated design guide to help you deploy
networks with 250 – 1,000 endpoints.
5. Your customer is saying that their 12008 router is
performing very slowly. Find the guide for running
diagnostics.
Cisco Partner task questions

Top Tasks UK Business
Tasks Total Vote
% of Total
Vote 25065
Cumulative
Vote
Cumulative
Tasks
1 Cashflow, invoicing, payment management 1543 6% 6% 1%
2 Productivity / profitability 1279 5% 11% 2%
3 Marketing 1257 5% 16% 3%
4 Managing people 862 3% 20% 5%
5 Funding / finance sources 827 3% 23% 6%
6 Accounting, financial management 812 3% 26% 7%
7 Selling (legal, e-commerce, pricing) 709 3% 29% 8%
8 Grants, benefits, entitlements from government 681 3% 32% 9%
9 Health and safety at work 667 3% 34% 10%
10 Create business plan, budget 664 3% 37% 12%
11 Training and development 597 2% 39% 13%
12 Website design, management, optimisation 590 2% 42% 14%
13 New ideas (products, services, green) 576 2% 44% 15%
14 Tax returns (complete, amend) 526 2% 46% 16%
15 Public sector contracts, tenders 470 2% 48% 17%
16 Standards (quality, safety, environment) 448 2% 50% 19%
17 Paying, payroll, taxing staff 409 2% 52% 20%
18 Suppliers, outsourcing, partnering 386 2% 53% 21%
19 Debt recovery, late payments 378 2% 55% 22%
20 Pay taxes, duties 359 1% 56% 23%
Top 25%
26-50%
51-75%

1 Debt
You have a debt owed to you of £2000. It became overdue
on the 1st of June 2011. You have no contract with the
debtor. You can charge interest. How much?
2 Profitability
What are the four key areas that all businesses can
consider when looking to increase profitability?
3 Marketing
When doing market research what is the recommended
minimum number of people you need to interview in
order for the research to be valid?

4 People
What’s the minimum wage for an apprentice who is under
18?
5 Funding
You need to raise £5,000 in funding. Is this an appropriate
amount of money to approach a private individual
investor for?
6 Accounting
How many months after formation must a private
company submit accounts to Companies House?
7 Sales
When selling goods online how many days does the
consumer have to return them if they’ve changed their
mind?

8 Grants
You are a new employer in Manchester. For how many
employees can you get a National Insurance break?
9 Safety
What is the minimum temperature recommended for an
office?
10 Budget
What are the first three things to consider when creating
a budget as part of a business plan?

WHO TO MEASURE
HOW MANY?

A torch in a dark room
The beginning of a process …

Recruit 15-18
representative
people

Use the Top Tasks Identification survey

PARTICIPENT EMAIL
Title: Help us improve the [COMPANY ABC] website and earn a
$75 Amazon Gift Card.
Dear [FIRST NAME]
You expressed your willingness to help us improve the [CLIENT]
website in a recent survey. We’re eager to improve the tasks
you’ve indicated are important and appreciate your help. The
requirements are simple:
Give us one hour of your time from [DATE] to [DATE] (inclusive)
via A GoToMeeting session.
Complete a series of pre-defined tasks from your home or office
– don’t worry, it’s the website we’re testing, not you.

CONTINUED …
Scheduling is flexible, we understand you’re busy. If
you’re interested, respond to this email with preferred
dates and times (including time zone), and include your
business phone number.
Please note testing is conducted by XXX and, though
sessions are recorded, they are never made public. Your
[INCENTIVE] gift card will be sent via email.
We look forward to your response.
Kind regards,
[FULL NAME]
[SIGNATURE]

WHY REMOTE?

FASTER
CHEAPER
BETTER

CARRYING OUT A
TEST

WHAT SHOULD
YOU SAY TO
PERSON BEFORE
STARTING?

Facilitator script
1. Introduce yourself
2. Start the recording
3. Request permission to continue recording (Explain
how recordings will be used)
4. “Before sharing your screen, please close or
minimize anything of a personal nature.”
5. “The whole session should take about an hour.
The testing is strictly voluntary.”
6. Tell them they’ll be carrying out X number on
tasks on the website / mobile device

Facilitator script
7. Emphasize that it is the website that is being
tested, NOT them.
8. “If while doing any task you have the desire to
quit, please do. Do not feel compelled to continue
because you think I want you to. You’re actually
helping me much more if you quit, because then I
will know that there is a serious problem with the
website design.”
9. Tell them you will start each task at a certain point
(homepage, blank tab) and then ask them to go
there.

Facilitator script
10. “For each task, you will start each task from
[Website Name] homepage. You can complete the
task in any way you wish. If you would normally
use an external search engine such as Google or
Bing, you can do so.”
11. No bookmarks
12. No copy ‘n’ paste of task question
13. Test they can see chat window
14. Paste in first question
15. Read it out twice

Facilitator script
16. Ready to start: “Starting now”
17. “When you feel you have completed the task,
please indicate so by giving me the answer to the
task. I need to know these things because I need
to time the task.”
18. Avoid ‘think aloud’
19. Any questions
20. Explain time limit only if they go over it.
21. Confidence rating at the end of each task.
22. After last task, get feedback on experience with
site

Share Screen
Paste Text

WHAT TO
MEASURE

1. Time
2. Success
3. Disaster
4. Confidence
WHAT TO MEASURE

UK Business Overall Task Performance Indicator
Major Issues
TPI = 38
Average Median time on task (sec) = 130
Average Target time on task (sec) = 56

TIME
1. How long should a typical task be?
2. How long should the time limit be?
3. For those who go over the time limit, how should they be
dealt with in relation to calculating Average Median Time?
4. Should Target Time be calculated based on:
a) The shortest navigational path based on the current
environment?
b) The typical time it should take to complete a task like this
under best practice conditions?

Task Performance Indicator

IDENTIFY KEY
OVERALL CAUSES
OF FAILURE

IDENTIFY CAUSES
OF FAILURE FOR
INDIVIDUAL TASKS

USE
VIDEO

125 Task Performance Examples

Task 5 – Box 1.2 Employment
What is the title of Box 1.2 on page 73 of OECD Employment Outlook
2009?
Median time on task (sec) = 215
Optimal time on task (sec) = 81
Task Performance
Indicator (TPI) 100 Max
9
Task Performance

Subscribers and readers at subscribing institutions
Government officials with accounts
Accredited journalists
Non-subscribers: browse online version for free
Non-subscribers: purchase a copy

Browse free publication: What is the title of Figure 1.1 on page 17 of OECD
Employment Outlook 2012?
Success/Failure Rates Completion Time
Task 5 performance = Excellent (80-100) TPI = 97
Good
0-2.25 x Target
* All Failure times treated as 300 seconds
Minor Time Issue
2.25-3.25 x Target
Major Time Issue
3.25-5.75 x Target
Critical Time Issue
Above 5.75 x Target

+353 87 238 6136
@gerrymcgovern
gerry@customercarewords.com
Thank you
customercarewords.comWWW.

Top-Task Analysis - Workshop Slides - Gerry McGovern

Top-Task Analysis - Workshop Slides - Gerry McGovern

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