website governance nirvana in 7 steps
TRANSCRIPT
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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.
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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.
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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
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