website governance nirvana in 7 steps

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The other end users, 7 steps to governance Nirvana Emma Knight

Digital Arts Network (Shift)

I work in an agency. This is what I see.

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Organisation

Operations / Corp Comms

IT

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Marketing / Comms

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TV, Banners, Radio, websites

Speed and reliability of

service

Call centres, shops, support

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Person (Customer/client

/user/visitor)

TV, Banners, Radio, websites

Speed and reliability of

service

Call centres, shops, support

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Person (Customer/client

/user/visitor)

Agency

Principle 1 We have to know why….

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Principle 2We’re guided by users.

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Organisation

Person (Customer/client

/user/visitor)

Engaging your users…

1. Qualitative surveys and one on one interviews

2. Watching them in their natural environment

3. Usability testing

4. Co-design sessions with them to help define requirements and get ideas for how to develop products/channels

5. Creating personas and user stories

6. Defining key usage scenarios based on how people actually use systems

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Organisation

Person (Customer/client

/user/visitor)

The other end users…

The people who operate, support and add content to the self service channels you create…

A real life example……

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• 5yrs organic growth

• 20 autonomous people

Imagine a 7000 page website

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• No structure

• No direction

• No owner

• No support

Not like facebook, linkedin or twitter

20 people who know nothing about building, building a house, together.

In their spare time Doing as little as possible

Not talking to each other

The Cabin in the Woods (2012) PlayStation Lemming (2012)

http://www.arngren.net / (2013)

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Lots of content + lots of people = Madness Fact

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Governance

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Governance?

Giving people the tools to do a great job and make the right decisions.

http://www.arngren.net / (2013)

Kowloon Walled Cityhttp://www.dailymail.co.uk/news/article-2139914/A-rare-insight-Kowloon-Walled-City.html (2013)

“That sounds really expensive.”

Really?

Other expensive things:

• A total redesign every three years.

Other expensive things:

• A total redesign every three years.

• Lost clients and sales leads.

Other expensive things:

• A total redesign every three years.

• Lost clients and sales leads.

• Requiring a call center to field general enquiries.

Other expensive things:

• A total redesign every three years.

• Lost clients and sales leads.

• Requiring a call center to field general enquiries.

• Damage to the perception & trust of a brand.

Good governance is hard to find….

It’s just a bit hard.

• It means people have to change the way they do things.

• People don’t really like change.

• Unfortunately - a tool’s just not going to fix it.

Use people, policies (what happens

when?) and standardised processes (how do I?)

To smash unnecessarily ambiguity out of the park.

March forward toward shared goals.

Fix conflict.

From one of these, to a team of these

Lemming Doozers

Kowloon Walled City

From this to this

Copenhagen

Kowloon Walled City Copenhagen 46

From this to this

From this to this From this to this

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How?

What's the process

There’s seven steps….

Governance model

Decide what will work with the organisation to make sure the new tools, the project, and the people who will look after them have the support they will need.

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Create THE gang

Gather a group of interested people who represent those who use the tools, and create the content.

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http://projects.vrac.iastate.edu/REU2011/2011/08/03/stick-people-are-better-than-papers/ (2011)

Vision & Success

Establish a vision, and what success looks like, figure out how to measure it.

“Search

The performance and ease of searching for all content on the new Intranet is vastly improved compared to our

existing Intranet.”

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Metric (What) Measures (Why) Tool (How)

Ownership & Escalation

Define who owns the whole experience and who owns the integrity of the content.

(Hint: they’re different people)

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KPIs & Accountability Give people the time and incentive to keep the tools up to date.

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Harvard Business Review (2004 г)

Measure & Iterate

What people use and meet regularly to figure out how to do it better.

Six

https://www.kissmetrics.com/

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Feed the machine

You’ve created the machine, now train and guide people on how to add digital to their content processes.

Seven

Talk to digital manager about

how to incorporate into online channels

An Author's Guide to Scholarly Publishing (1996)

The 7 Step Process

1.Decide on a governance model/approach for your new tools

2.Create your steering group

3.Establish a vision and what success looks like, figure out how to measure it.

4.Define who owns the whole experience and who owns the integrity of the content.

5. Give people the time and incentive to keep the tools up to date.

6. Measure and meet regularly to figure out how to do it better.

7. Add digital to the process, and guide people on how to do it

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But….

What about design by committee?

• Appoint an owner of the site experience,

• Empower them to make decisions.

• Use research and you business goals to focus decisions. (say no to opinionitis)

Doozers

But what about? We can’t spare the resource!

• Create less content.

• Invest in more effective content that needs to be updated less often.

But what about? Distributed publishing • If you don’t have the

resource to TRAIN, QA and GOVERN a team of people publishing their own content.

• You don’t have enough resource for distributed publishing.

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From here..

Get Governing! It’s fun and saves you money in the long run**not actually proven.. but remember those expensive things I mentioned.

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Agree on where your going, measure as you go and check if that’s the still the right direction.

Whose role is it enforce the

‘compliance’ or staff behavior to codes of

conduct?

Create order and alignment internally so you’re easier to work with

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Person (Customer/client

/user/visitor)

Create tools with & around your people, empower them to look after them

Engaged staff =Engagement with your usersMANTRA

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“Start where you are, use what you have, do what you can”

Arthur Ashe

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What shopping experience would you prefer?

Kowloon Walled City Copenhagen

Text

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Thanks!Emma.knight@dan.co.nz