How Government Websites Evolved to Better Serve Users
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A presentation by Louise Russell and Abby Rudland from Local Direct. The presentation covers how GOV.UK was developed and how it puts user needs at the heart of content design.
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How Government Websites Evolved to Better Serve Users
- 2. How did we get here?
- 3. In 2004 the government web went from a loosely coordinated collection of websites...
- 4. to something a bit simpler... Directgov Business Link
- 5. A tremendous achievement, which brought enormous benefits, but it’s time to move on again Directgov Business Link
- 6. The web is now mainstream Users expect high quality service experiences And businesses know how to deliver them
- 9. They went from this... directgov businesslink Directgov Business Link
- 10. ...to a single domain Mainstream Users & Needs Specialist Users & Needs GOV.UK
- 11. Focused on user needs, not government needs
- 12. Simpler
- 15. Clearer
- 18. Faster
- 23. It’s saved money.. £42 million (2012/2013) by replacing Directgov, BusinessLink, departmental sites and related organisation sites with GOV.UK
- 24. E.g. Online: 22p Phone: £4.11 Post: £6.62 Digital by default 20 x cheaper than phone, 30 x cheaper than post 50 x cheaper than face-to-face
- 25. It does less
- 26. It does less
- 27. It’s focussed on tasks - getting to the “quick do”
- 28. It optimises for the common case but doesn’t ignore the edge case
- 29. GOV.UK is big…
- 30. It’s won awards Design of the Year 2013 D&Ad Awards 2013
- 31. What does this mean for local government?
- 32. There are 134 journeys from GOV.UK to local government
- 36. Let’s talk technical But not for long!
- 37. Small teams of world-class developers, designers and managers Tight control of experience design Iterative, agile, user-focused product development
- 38. They’re building GOV.UK the way Google build Google and Amazon build Amazon
- 39. They’re using open source and making that source freely available
- 40. GOV.UK is being extensively and continuously tested and improved so it works better for users
- 41. GOV.UK – putting user needs at the heart of content design
- 42. What is a user need?
- 43. Who’s the audience? What’s the action? Why do they want to do it?
- 44. Defining the user need “As a _______ I want to ________ so that I can ________”
- 45. Defining the user need “As a self-employed person I want to file my tax return so that I can avoid nasty fines.”
- 46. “As a self-employed person I want to file my tax return so that I can avoid nasty fines.”
- 48. Content should be as short, simple and specific as possible Users won’t read your content - so don’t make them!
- 50. Front-load sentences with the important stuff If it’s not essential, leave it out Break it up. Use - short sentences and paragraphs - subheads - lists - active voice
Notes de l'éditeur
- more than 30 million visits a month
- beta – task completion from c60% to c70%
- DirectGov - c 120 seconds GOV.UK - c 80 seconds 100,000 days a year
- But what is a user need? And how do you work out what the needs of your users are?
- These 3 simple lines help you think about 1 who the user is 2 what the action is 3 why the user wants to do the action
- GOV.UK uses a simple formula. As a blank, I want to blank so that I can blank.
- So for example, “As a self-employed person, I want to file my tax return so that I can avoid nasty fines.”
- Here’s a reason why you should keep things short and simple: Most people read webpages in an F-shape pattern. Ie they read the top few lines, then scan down, looking at the beginnings of lines and subheadings By halfway down the page, they’ve stopped reading!
- To deal with this style of reading… (see slide)