Building a UX Strategy for Europe: a case study for UXSTRAT Europe 2015

BUILDING A UX STRATEGYFOR EUROPE

A case study of the Digital Transformation programme of the

European Commission.

Annie Stewart | annie.stewart@internetarchitects.be | @AnnieStewart

CHALLENGE

1.

THE BRUSSELS BUBBLE

Challenge…

A POLITICAL INSTITUTION

Challenge…

DECENTRALISED AND SILOD

Challenge…

CONTENT CHAOS

Challenge…

BRIEF

2.

THE DIGITAL TRANSFORMATION TEAM

We are here.

Brief…

9

Brief

A digital platform for the Commission

› Relevant to users› Coherent› Cost-efficient

STRATEGY…

3.

HOW WE WORK

3.

Strategy: “An adaptation that serves an

important function in achieving evolutionary success.”

BOTTOM-UP AND TOP-DOWN

How we work…

METHODICAL AND AGILE

How we work…

BROAD AND NARROW SCOPE

How we work…

16

How we work

ENTIRE COMMISSION

17

How we work

Product, service, UX Governance, process Vision, culture

ENTIRE COMMISSION

18

How we work

Product, service, UX Governance, process Vision, culture

ENTIRE COMMISSION

5 Digital is at the heart of policy and strategy. Services are digital by default. Digital culture is strong: agile, user-centred, innovative, responsive.

4 Senior management have made significant progress in delivering the vision and plan, implementing new capability and trialling it successfully by re-engineering a range of services to be digital by default.

3 Senior management in place with a remit to set targets, develop over-arching vision and plan, and develop necessary capability and culture. Digital is seen as a key transformation and advocacy is strong at key parts of the organisation.

2 Some digital services, but often of limited quality. Digital teams in place but tend to be siloed in business units or service/programme teams and have limited budget and remit. Senior (board level) digital management not in place.

1 No awareness of digital capability, no resources allocated, no digital strategy, plan or metrics, no understanding of best practice, no digital services.

APPROACH

4.

USER TASKS AND BUSINESS GOALS

Approach…

22

Approach

Rank the user tasks

23

Approach

Structure the content

Top tasks methodologyTeaching the Commission to let users lead

Education

News, Publications,

Events

EU Regional & Urban

Investment

Research & Innovation

About the EU

Food & Farming

Funding & Tenders

Business, economy

Jobs at the European

Commission

Strategy

Live, Work, Travel in EU

Statistics

Law Environment

Aid, Human Rights

24

Approach

Content strategy: tasks + goals

USER TASKS

BUSINESSGOALS

DEMONSTRATE AND EDUCATE

Approach…

26

Approach

Commissioner pages

27

Approach

Public beta

28

Approach

Own the success metrics

› Don’t compete with existing metrics, make your own

› Make sucess a publishing criteria

STRATEGY

5.

3030

Strategy

The relationship between the Commission and its users

› This is our audience› This is what they want› This is how the Commission needs to see

themselves

CITIZENS

Assumed online audience…

PROFESSIONALS

Actual online audience…

3333

What the users want

Assumed and actual user needs

EC EMPLOYEES

Funding, grants, subsidies

Working in an EU country

Jobs, traineeships

Complaints

About the EC

3434

What the users want

Assumed and actual user needs

EC EMPLOYEES USERS

Funding, grants, subsidies EU Law

Working in an EU country Research and innovation

Jobs, traineeships Funding, grants, subsidies

Complaints Education and training

About the EC Strategy, political priorities

SERVICE PROVIDERS

Position…

3636

Strategy

Set the programme strategy

› Focus on architecture and audience, then on services

› Create governance around user tasks› Align vision and culture around correct audience

and positioning

3737

Strategy

From information to services

Content transition

User research

Service design

Digital maturity 1 2 3 4 5

If you want to build a strategy, don’t start with strategy.