introduction to gov.uk and user needs
DESCRIPTION
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.TRANSCRIPT
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How did we get here?
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In 2004 the government web went from a loosely coordinated collection of websites...
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to something a bit simpler...
Directgov
Business Link
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A tremendous achievement, which brought enormous benefits, but it’s time to move on again
Directgov
Business Link
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The web is now mainstream
Users expect high quality service experiences
And businesses know how to deliver them
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Revolution not
evolution
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They went from this...
directgov
businesslink
Directgov
Business Link
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...to a single domain
Mainstream Users & Needs
Specialist Users & Needs
GOV.UK
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Focused on user needs,
not government needs
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Simpler
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Clearer
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Faster
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SimplerClearerFaster…….
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SimplerClearerFaster…….
…..and loads cheaper
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It’s saved money..
£42 million(2012/2013)
by replacing Directgov, BusinessLink, departmental sites and related
organisation sites with GOV.UK
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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
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It does less
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It does less
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It’s focussed on tasks - getting to the “quick do”
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It optimises for the common case but doesn’t ignore the edge case
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GOV.UK is big…
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It’s won awards
Design of the Year2013
D&Ad Awards2013
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What does this mean for local government?
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There are 134 journeys from GOV.UK to local government
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Let’s talk technical
But not for long!
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Small teams of world-class developers, designers and managers
Tight control of experience design
Iterative, agile, user-focused product development
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They’re building GOV.UK the way Google build Google and Amazon build Amazon
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They’re using open source and making that source freely available
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GOV.UK is being extensively and continuously tested and improved so it works better for users
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GOV.UK –
putting user needs at the heart of content design
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What is auser need?
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Who’s the audience?
What’s the action?
Why do they want to do it?
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Defining the user need
“As a _______ I want to ________so that I can ________”
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Defining the user need
“As a self-employed person I want to file my tax returnso that I can avoid nasty fines.”
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“As a self-employed person I want to file my tax return
so that I can avoid nasty fines.”
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Designing Content
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Content should be as short, simple and specific as possible
Users won’t read your content - so don’t make them!
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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