GDS Story of GOVUK User Needs
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Presentation on GOV.UK by Louise Russell at Really Useful Day Oxford on 23 July 2014. The talk covered the following topics: Brief history of GDS & GOV.UK Starting with user needs Evidence & data Creating content User journeys Continuous improvement
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GDS Story of GOVUK User Needs
- 1. (ex)GDS* Putting users first The story of GOV.UK
- 2. GDS**Sarah What I’ll cover: - Brief history of GDS & GOV.UK - Starting with user needs - Evidence & data - Creating content - User journeys - Continuous improvement (ex)GDS
- 6. GDS* PaulSarah (ex)GDS Simpler, clearer, faster
- 9. Sarah
- 10. Sarah
- 12. GDS* Paul *Sarah It’s won things… Design of the Year 2013 D&Ad Awards 2013 (ex)GDS
- 13. GDS* Paul *Sarah £42 million It’s saved some money… In 2012/13 (ex)GDS
- 14. GDS**Sarah It’s all down to understanding user needs (ex)GDS
- 16. GDS* Paul *Sarah What are real people looking for? How can you best meet that need? Efficient for them… and for you (ex)GDS
- 17. GDS* Paul *Sarah Post: £6.62 Phone: £4.11 Online: £0.22 (ex)GDS
- 18. GDS* Paul *Sarah (ex)GDS Data is your friend
- 19. GDS* Paul *Sarah Data from existing sites Data from Google & other online tools Data from your call centre & other channels (ex)GDS
- 20. Sets your priorities Pic by @LisaScott
- 22. GDS**Sarah (ex)GDS Tells you the language to use
- 26. GDS* Paul *Sarah (ex)GDS User stories
- 27. GDS**Sarah Who’s the audience? What’s the action? Why do they want to do it? (ex)GDS
- 28. GDS**Sarah “As a _______ I want to ________ so that I can ________” (ex)GDS
- 29. GDS**Sarah “As a self-employed person I want to file my tax return so that I can avoid nasty fines.” (ex)GDS
- 31. GDS* Paul *Sarah (ex)GDS Designing content
- 38. GDS* Paul *Sarah Content should be as short, simple and specific as possible (ex)GDS
- 39. GDS**Sarah Content should define the audience It should be ordered around what people need to know when (ex)GDS
- 40. GDS**Sarah It should include enough information so the user can make a decision or take an action If it’s not essential, leave it out (ex)GDS
- 41. GDS*Sarah Front-load sentences Break it up. Use - short sentences and paragraphs - subheadings - lists (ex)GDS
- 42. GDS* PaulSarah Use the active voice Use plain English (ex)GDS
- 43. GDS* Paul *Sarah “But it has to be complicated for legal/policy reasons” Not very often (ex)GDS
- 44. GDS* Paul *Sarah Write in the language used by real people While taking account of language used by government (ex)GDS
- 48. GDS**Sarah Where is your user starting from? What is their immediate need? What are the previous/next steps they might need to take? (ex)GDS
- 50. GDS* Paul *Sarah (ex)GDS Continuous improvement
- 52. GDS**Sarah Steps through pension calculator (ex)GDS
- 54. GDS* Paul *Sarah Start with user needs based on evidence & data design specific, simple content signpost likely next steps continuously monitor & improve (ex)GDS
- 55. What does this mean for local government?
- 56. There are 135 journeys from GOV.UK to local government
- 60. We need your help to make those journeys as good as possible
- 61. GDS* Paul *Sarah Useful links Google Trends GOV.UK Style Guide GDS Design Principles GDS Blog (ex)GDS
Editor's Notes
- October 2010 Directgov 2010 and beyond: revolution not evolution’
- GOV.UK = publishing Replaced DirectGov & BL
- Replaced 24 depts, others in progress
- D&Ad (D and A D) - Writing for Design / Writing for Websites & Digital Design
- £42m saved in 2012/13 by bringing Directgov and BusinessLink websites onto GOV.UK. It cost £7.9m to run Directgov and BusinessLink in 2012/13 before the content was moved to GOV.UK. (Government Digital Strategy Quarterly Progress Report July 2013)
- 20x cheaper than phone 30x cheaper than post 50x cheaper than face-to-face
- What were the most visited pages on old sites What were the most searched for things on those sites… and on Google What were the most referred terms from Google?
- Fighting battles!
- What language should you be using
- £40 per month Google Adwords
- You’ve identified your priority needs, now you need to write good user stories
- You’ve identified your priority needs, now you need to write good user stories
- This is the piece of content on GOV.UK which meets that specific need. Note – it’s not meeting the need “I need to find out if I have to do a tax return” or “I need to set myself up to do a tax return” or “I need to know the deadline…” etc This is a focused piece of content to meet a specific need. Other related bits of content that meet some of those other needs are linked to on the right. Come back to this later when we talk about journeys?
- Actually “content design” – more than just writing. Content designers not editors
- We had the luxury of being able to develop new content formats for GOV.UK, Which format is right for this need?
- People don’t come to your site to read your content, they come do complete a task, get out, and get on with the rest of their day. - This is from Nielsen Norman Group research, it shows how vital it is to provide key info up front.
- What language should you be using
- Every page is a landing page Don’t assume the user is familiar with the layout/navigation of your site
- Orientation at the top
- Bounce rate good to look at