concon manchester: content for services
TRANSCRIPT
Cabinet Office
HMRC
Content for services:what we’ve learned
Mike, Kaye, Andy and Jane
*Mike, Kaye, Andy and Jane
CATO (Company Accounts Tax Online)
*Mike, Kaye, Andy and Jane
*Mike, Kaye, Andy and Jane
*Mike, Kaye, Andy and Jane
150 screens
*Mike, Kaye, Andy and Jane
Completion time
416 minutes
60 minutes
*Mike, Kaye, Andy and Jane
PDF satisfaction rate
6%
*Mike, Kaye, Andy and Jane
CATO satisfaction rate
70%
*Mike, Kaye, Andy and Jane
We’ve seen a 15% reduction in users of the PDF...
...but the number of people using CATO has increased by more than that
*Mike, Kaye, Andy and Jane
CATO’s content story
From:
Mike, Kaye, Andy and Jane
To:
Mike, Kaye, Andy and Jane
*Mike, Kaye, Andy and Jane
Where it went wrong
*Mike, Kaye, Andy and Jane
Discovery and alpha - What user needs? - SME
*Mike, Kaye, Andy and Jane
“Recruit a full time content designer to work with the service team. This is a content-heavy service and users have complex tasks to complete. There is a high volume of content, instructional text and micro-copy. The content designer should be working alongside the team, getting involved in user research and feeding into the design and flow of the service.”
- CATO’s alpha assessment
(Cheers, GDS )
*Mike, Kaye, Andy and Jane
*Mike, Kaye, Andy and Jane
*
“It’s legislation. We can’t change it.”
Mike, Kaye, Andy and Jane
*Mike, Kaye, Andy and Jane
*Mike, Kaye, Andy and Jane
How we rescued it
*Mike, Kaye, Andy and Jane
User needs
*Mike, Kaye, Andy and Jane
The UX Board of Joy
*Mike, Kaye, Andy and Jane
WEED
S
*Mike, Kaye, Andy and Jane
*Mike, Kaye, Andy and Jane
*Mike, Kaye, Andy and Jane
*Mike, Kaye, Andy and Jane
Where are we now?
*Mike, Kaye, Andy and Jane
What next?