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Usa.gov Platform PSU Web Conference Presentation
1. A perfect storm: implementing
an adaptive content model at
USA.gov
Joanne McGovern
Lead Editor, USA.gov Platform
2. USA.gov offers a full suite of bilingual
products, functioning independently.
1-800-USA-GOV1 Responsive
Websites
Additional
Contact Center
Services
Publications Social Media
3. Siloed teams are inefficient.
content creation,
content mgmt, marketing,
performance mgmt
content creation,
content mgmt, marketing,
performance mgmt
content creation,
content mgmt, marketing,
performance mgmt
content creation,
content mgmt, marketing,
performance mgmt
USA.gov
1-800-USA-GOV1Publications
Blog
Social Media
4. Our customer experience isn’t all it could be.
▪Disjointed customer experience
▪Internal inefficiencies
▪Unnecessary costs
▪Competing or duplicative content across channels
▪Multiple Content Mgmt Systems, support contracts, licensing costs
▪Inconsistent standards and conflicting goals
▪Incongruent APIs
14. Functional Teams cross product lines.
Operations
Content &
Editorial Board
CM & P PM
Topic
Managers
Editors
UX & Visual
Design
Accessibility Labs
15. We’ll have a better customer experience and
work more efficiently.
▪ Consistent, high-quality customer experience across channels
▪ Fewer redundancies, cost savings, cost avoidance
▪ Higher customer satisfaction and task completion
▪ Positioning for growth/participation government wide
▪ More collaborative, efficient teams
16. Thank You
▪ joanne.mcgovern@gsa.gov
▪ @joannemcg
▪ Watch this: a great presentation on adaptive content and
multi-channel publishing by Karen McGrane:
Adapting Ourselves to Adaptive Content
Editor's Notes
- We offer a suite of bilingual products and services which include a toll free phone number, desktop and mobile websites, a contact center that answers emails and chats from the general public, and publication distribution services for other agencies.
- In most ways, this is awesome.
- But in some ways, it’s a challenge b/c these services were created at different times, staffed and supported in different ways, and currently operate under different processes.
The teams are centered around products, not expertise or function.
We’re building redundant processes and capabilities.
Should be distributing talent, knowledge and skills across product lines
Disjointed customer experience – very real risk that someone who calls us will have a different experience from someone who goes to the website
Internal inefficiencies – redundant work
Unnecessary costs
Competing or duplicative content across channels
Multiple Content Mgmt Systems, support contracts, licensing costs
Inconsistent standards and conflicting goals
Incongruent APIs – APIs are an afterthought, and if they happen they’re incongruent
Here is a page on USA.gov about Unclaimed Money – note the title and the really specific page design elements.
The web visitor gets related content about benefits and grants, information about help after the death of a relative, etc.
Here’s an FAQ about Unclaimed Money – same basic information but tone, title, format, and design are different. And, of course, it lives on a different url.
This is more succinct and to-the-point, but it’s a different experience for the customer.
Finally, here’s a blog entry about Unclaimed Money. Note the drastically different format. Again, it lives on a different url and is a drastically different experience for the customer.
We did an assessment of our content across all channels – web, contact center, and publications -- and found that over 90% of our visitors were interested in the same 20% of our content.
So we knew that something needed to change.
We need to stop the duplication, Unify our processes and standards
Create a single source of structured content that can live beyond today’s channels.
Change the origin of our content: no longer write for the web, or write for the contact center console, or write for the blog: write for the API and then publish to different channels as appropriate
Separate content from display. Write good, structured content and let technology take care of presentation.
Create Once, Publish Anywhere
Centralize content creation - reduce duplication across channels, unify editorial and style guides, create a single USA.gov voice and brand.
Focus on most popular requests. Use other channels for the long tail (API, search, social media, contact center).
Create an amazing structured content API, generate websites from there.
Position USA.gov Platform for automated content contribution from across government
Content & Editorial Board: define style guidelines, content types, and content strategy
Topic Managers:
group of writers who are focused around core topics. Each team includes English and Spanish topic managers for even tighter integration.
subject matter experts who write about a particular topic, not for a particular destination
maintain partnerships with other agencies
Editors: help ensure consistency and catch duplication before content is published
Accessibility : support all teams to ensure all products are accessible
UX: institutionalizes a user-centric culture, tests products, works with all teams to continuously improve products
PM: centralizes metrics, provides cross-channel perspective of content performance
Content Marketing & Partnerships: promotes our products, establishes partnerships with government and media
Operations: support technical operations, contracting, account management, billing, Quality Assurance, Interactive voice recording, print warehousing and
distribution
Consistent, high-quality customer experience across channels
Fewer redundancies, more efficient teams
Distributed growth & brand recognition
Higher customer satisfaction and task completion
Positioning for growth/participation government wide
