top tasks one hour workshop
DESCRIPTION
TITEL How to identify your customers’ top tasks LOKALE Richard Mortensen OPLÆGSHOLDER Gerry McGovern TID Tirsdag 10.10 - 11.20 SPROG Engelsk SYNOPSIS In every Web environment there are a small set of tasks that are of huge importance to customers. These are the top tasks. (Top tasks are even more relevant on mobile.) This workshop will show you unique and highly successful methods to identify and measure the top tasks of your customers.TRANSCRIPT
Top Tasks Management
Aarhus, January 21, 2004
Gerry McGovern
www.customercarewords.com
@gerrymcgovern
About the University (achievements,
organization, history, location) Academic advisors to help select classes
Academic calendar Academic departments / faculties
Accommodation / housing Add, drop or change courses
Admission (application deadline, decision date,
application status) Admission criteria / entrance requirements
Alumni benefits / privileges Alumni events (dates, activities, registration)
Alumni profiles Book a room (projectors, audio visual)
Bookstore Campus location, maps, directions, parking
Campus visits, tours (dates, events, registration) Career advice / support
Career paths for a program Career planning for students
Change degrees / program Class diversity (industry, experience)
Class notes (read, send new notes) Class schedules (online, on-campus, both)
Commute / transport Companies seeking our graduates
Comparison to other universities Complaints, disputes, policies (Ombudsman)
Contact admissions officer / enrollment advisor Contact the University
Co-op programs and work experience Corporate and business partnerships
Country surveys / reviews / reports
Compare country statistical data
Statistics on one particular topic
Browse a publication
online for f…
611
49
Top 20 Tasks
Tasks Total Vote
% of Total
Vote 31800
Cumulative
Vote
Cumulative
Carewords1 Country surveys / reviews / reports 2178 7% 7% 1%
2 Compare country statistical data 1960 6% 13% 3%
3 Statistics on one particular topic 1869 6% 19% 4%
4 Browse a publication online for free 1610 5% 24% 6%
5 Working papers 1530 5% 29% 7%
6 Publication by topic 1478 5% 33% 9%
7 Basic facts, summaries and overviews 1379 4% 38% 10%
8 Statistics on one particular country 1285 4% 42% 11%
9 Statistical forecasts / projections 1210 4% 46% 13%
10 Access to raw data 1051 3% 49% 14%
11
International guidelines and standards (corporate
governance, tax havens, etc.) 1025 3% 52% 16%
12 Statistical sources and methods 1019 3% 55% 17%
13 What's new (hot topics, recent publications, events) 1004 3% 58% 19%
14 OECD policy advice by topic, country 843 3% 61% 20%
15 OECD Annual Report 784 2% 64% 21%
16 Publication by country 746 2% 66% 23%
17 Best practice in policy implementation 739 2% 68% 24%
18 Publication by title 614 2% 70% 26%
19 Simple, easy-to-understand tables and graphs 613 2% 72% 27%
20 News releases 542 2% 74% 29%
Top 25%
26-50%
51-75%
Bottom 20 Tasks
Tasks Total Vote
% of Total
Vote 31800
Cumulative
Vote
Cumulative
Carewords51 Find a local library with OECD publications 92 0% 97% 73%
52 How OECD interacts with non-member countries 92 0% 97% 74%
53 Subscriptions to OECD services 90 0% 97% 76%
54 Photos / images / videos 80 0% 97% 77%
55 OECD Annual Forum / Ministerial Council Meeting 73 0% 98% 79%
56 Have your say (public consultation and participation) 71 0% 98% 80%
57 How OECD is funded (budget) 70 0% 98% 81%
58 How peer review works 60 0% 98% 83%
59
Find OECD officials (secretary-general, directors,
ambassadors) 59 0% 99% 84%
60 Acronyms, abbreviations 57 0% 99% 86%
61 Personalize the website (MyOECD) 56 0% 99% 87%
62 Press conferences (calendar, accreditation) 56 0% 99% 89%
63 Find a local bookshop / distributor for OECD publications 51 0% 99% 90%
64 Publishing rights and permissions 45 0% 99% 91%
65 What's involved in OECD membership 44 0% 99% 93%
66 Secretary-General speeches and activities 39 0% 100% 94%
67 Find OECD locations 38 0% 100% 96%
68 Tours of the OECD 37 0% 100% 97%
69 Hotels near OECD locations 24 0% 100% 99%
70 Password problems 23 0% 100% 100%
Sources for Longlist
1. Organization strategy
2. Stakeholder reviews
3. Existing website
4. Top search terms (annual)
5. Most visited pages, files (annual)
6. Competitor or peer websites
7. Traditional / social media
8. Customer feedback / research
Category Questions
Gender
Tasks Mal
e
Femal
e
Total
1 Check symptoms 3% 5% 5%
2 Basic facts about conditions / diseases 3% 4% 4%
3 Book an appointment online 4% 3% 4%
4
Get advice from a doctor / nurse (phone, website chat,
email) 3% 3% 3%
5 What to do based on your symptoms 2% 3% 3%
6
Best place to go for help (GP, A & E, clinic, walk-in
centre, pharmacist) 3% 3% 3%
7 When to seek urgent medical attention 2% 2% 2%
8 Get your medical records online 3% 2% 2%
9 How a condition / disease should be treated 2% 2% 2%
10 What to do in a medical emergency 2% 2% 2%
11 Get test results online 2% 2% 2%
12 Opening times (GPs, clinics, chemists) 2% 2% 2%
13 Can I treat this myself? 2% 2% 2%
14 Seriousness of a condition / disease (prognosis) 2% 2% 2%
15 Diet, food and nutrition 1% 2% 2%
16
Compare hospitals based on quality of care (infection
rates, MRSA, surgical errors, death rates) 2% 2% 2%
17 Contact details for hospitals, GPs, gyms, etc 2% 2% 2%
18 Treating common health problems at home 1% 2% 2%
19 Choose a GP that's right for you 2% 1% 2%
20 Tips for coping with a condition / disease 2% 2% 2%
Top 25%
26-50%
51-75%
TASK PERFORMANCE
INDICATOR
During treatment for a
stomach ulcer, Deborah
Knifton was devastated to
find out that she had
stomach cancer. At the age
of 40, she had surgery to
remove her stomach.
14
Task Question Checklist 1. Based on top tasks
2. Representative & typical—fix it, fix many
3. One task, one unique answer
4. Does not contain hidden clues
5. Clearly different from other tasks
6. Independent from other tasks
7. Short – 30 words or less
OECD Top 20 Tasks
Tasks Total Vote
% of Total
Vote 31800
Cumulative
Vote
Cumulative
Carewords1 Country surveys / reviews / reports 2178 7% 7% 1%
2 Compare country statistical data 1960 6% 13% 3%
3 Statistics on one particular topic 1869 6% 19% 4%
4 Browse a publication online for free 1610 5% 24% 6%
5 Working papers 1530 5% 29% 7%
6 Publication by topic 1478 5% 33% 9%
7 Basic facts, summaries and overviews 1379 4% 38% 10%
8 Statistics on one particular country 1285 4% 42% 11%
9 Statistical forecasts / projections 1210 4% 46% 13%
10 Access to raw data 1051 3% 49% 14%
11
International guidelines and standards (corporate
governance, tax havens, etc.) 1025 3% 52% 16%
12 Statistical sources and methods 1019 3% 55% 17%
13 What's new (hot topics, recent publications, events) 1004 3% 58% 19%
14 OECD policy advice by topic, country 843 3% 61% 20%
15 OECD Annual Report 784 2% 64% 21%
16 Publication by country 746 2% 66% 23%
17 Best practice in policy implementation 739 2% 68% 24%
18 Publication by title 614 2% 70% 26%
19 Simple, easy-to-understand tables and graphs 613 2% 72% 27%
20 News releases 542 2% 74% 29%
Top 25%
26-50%
51-75%
16
Task 1 1 Japan What are the OECD’s latest recommendations
regarding Japan’s health-care system? Task 2 2 Vietnam
In 2008, was Vietnam on the list of countries that
received official development assistance? Task 3 3 Heart
Did more males per capita die of heart attacks in
Canada than in France in 2004? Task 4 4 Teacher
What is the latest average starting salary, in US
Dollars, of a primary school teacher across OECD
countries? Task 5 5 Employ
What is the title of Box 1.2 on page 73 of OECD
Employment Outlook 2009?
Task 5 – Box 1.2 Employment
What is the title of Box 1.2 on page 73 of OECD Employment Outlook
2009?
Median time on task (sec) = 215
Optimal time on task (sec) = 81
Task Performance
Indicator (TPI) 100 Max
9
Task Performance
Subscribers and readers at subscribing institutions
Government officials with accounts
Accredited journalists
Non-subscribers: browse online version for free
Non-subscribers: purchase a copy
Task 5 – Box 1.2 Employment
What is the title of Box 1.2 on page 73 of OECD Employment Outlook
2009?
Median time on task (sec) = 215
Optimal time on task (sec) = 81
Task Performance
Indicator (TPI) 100 Max
9
Task Performance
Browse free publication: What is the title of Figure 1.1 on page 17 of OECD Employment Outlook 2012?
Success/Failure Rates Completion Time
Task 5 performance = Excellent (80-100) TPI = 97
Good 0-2.25 x Target
* All Failure times treated as 300 seconds
Minor Time Issue 2.25-3.25 x Target
Major Time Issue 3.25-5.75 x Target
Critical Time Issue Above 5.75 x Target
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 29
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Downloads*
(6x YoY)
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to Cisco.com
Cisco.com Social Reach Mobile Phones Tablets
Source: Cisco SiteCatalyst & other internal metrics.
2% 55% 91% 341%
Tasks Pie Chart Download software,
firm…
Configure / set up a pr…
Troubleshooting (bug fi…
615
43
Top 25%
26-50%
51-75%
2010
15 Steps
Downloading Software
for 7920
280 seconds approx
Download firmware: Obtain the latest firmware for your RV082 router compatible with Version 3 hardware.
Very Good TPI = 75 Task 1 performance =
Success Rate Comparisons
August 2011 February 2012
Completion Time Comparisons
Download firmware: Obtain the latest firmware for your RV082 router compatible with Version 3 hardware.
Very Good TPI = 75 Task 1 performance =
Good Minor Major Critical
1
2
3
4
35
@gerrymcgovern