Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks

Creating better customer experiences online

Brussels Dec 4 2013Brussels, Dec 4, 2013

Gerry McGovernygerry@customercarewords.comwww.customercarewords.com@gerrymcgovern

A BA B

Kreftforeningen jobber med å forbedre sitt tilbud på nett.Kreftforeningen jobber med å forbedre sitt tilbud på nett.

% f T t l C l ti C l tiTasks Total Vote

% of Total Vote 22950

Cumulative Vote

Cumulative Tasks

1Treatment of Cancer (therapies , adverse effects , risks, prognosis) 1346 5.9% 5.9% 1.3%

2 Symptoms of cancer 951 4.1% 10.0% 2.5%P ti h t d ? 876 3 8% 13 8% 3 8%3 Preventing cancer - what can you do? 876 3.8% 13.8% 3.8%

4 Cancer (symptoms, prognosis, treatment) 860 3.7% 17.6% 5.1%5 Research (latest results) 820 3.6% 21.1% 6.3%

6Choosing a hospital for cancer treatment (waiting times, best deals) 710 3.1% 24.2% 7.6%P ti t h t i ht d h ? 634 2 8% 27 0% 8 9%

Top 25%

26 50%7 Patients - what rights do you have? 634 2.8% 27.0% 8.9%8 Relatives - how to deal with it? 585 2.5% 29.6% 10.1%9 Waiting times (treatment, reconstruction, rehabilitation) 560 2.4% 32.0% 11.4%

10 Nutrition and diet to prevent cancer 513 2.2% 34.2% 12.7%11 Examining yourself - this is how you do it 501 2.2% 36.4% 13.9%12 Ask professionals for advice (e mail phone chat) 490 2 1% 38 5% 15 2%

26-50%

51-75%12 Ask professionals for advice (e-mail, phone, chat) 490 2.1% 38.5% 15.2%13 Children and young people with cancer 488 2.1% 40.7% 16.5%14 Suspicion of cancer 452 2.0% 42.6% 17.7%15 Mass screenings (mammograms, prostate, cervix) 451 2.0% 44.6% 19.0%

16Life after cancer treatment (return to work and everyday ) 440 1 9% 46 5% 20 3%16 ) 440 1.9% 46.5% 20.3%

17 Diagnoses (various cancers) 429 1.9% 48.4% 21.5%18 Doctor Visit - what to think about and ask? 423 1.8% 50.2% 22.8%

19Norwegian Labour and Welfare Administration and hospitals 416 1.8% 52.0% 24.1%Classes and groups for people with cancer and their

20Classes and groups for people with cancer and their families 398 1.7% 53.8% 25.3%

Kreftforeningen jobber med å forbedre sitt tilbud på nett.Kreftforeningen jobber med å forbedre sitt tilbud på nett.

6.0%

7.0%

4 0%

5.0%

3.0%

4.0%

Vote

1.0%

2.0%

0.0%1 6 11 16 21 26 31 36 41 46 51 56 61 66 71 76

TasksTasks

Kreftforeningen jobber med å forbedre sitt tilbud på nett.Kreftforeningen jobber med å forbedre sitt tilbud på nett.

Tasks Total Vote% of Total Vote 22950

Cumulative Vote

Cumulative Tasks

60 Volunteer 99 0.4% 96.7% 75.9%61 Give gift to the Cancer Society 92 0.4% 97.1% 77.2%61 Give gift to the Cancer Society 92 0.4% 97.1% 77.2%

62The Varde center (opening hours, contact details, quotations) 76 0.3% 97.4% 78.5%

63 Local offices of the Cancer Society 74 0.3% 97.8% 79.7%64 Aids (prostheses, wigs) 73 0.3% 98.1% 81.0%65 Online shop (Pink Ribbon, Livestrong bands) 64 0.3% 98.3% 82.3%p ( , g )66 Employees of the Cancer Society 61 0.3% 98.6% 83.5%67 Sexuality and cancer 49 0.2% 98.8% 84.8%68 Press releases 47 0.2% 99.0% 86.1%69 Vacancies 35 0.2% 99.2% 87.3%70 Donation in connection with funeral 26 0.1% 99.3% 88.6%71 Annual statement for tax return 25 0.1% 99.4% 89.9%72 Testament - help with writing will/testament 25 0.1% 99.5% 91.1%73 Businesses - how to support the Cancer Society? 23 0.1% 99.6% 92.4%

74Change / register information about the donor / membership 19 0.1% 99.7% 93.7%

75 Starting a collection 18 0.1% 99.8% 94.9%76 Annual report of the Cancer Society 16 0.1% 99.8% 96.2%77 Memory Gift ("In memory of ...") 13 0.1% 99.9% 97.5%78 Legacy gift (how to give ) 11 0.0% 100.0% 98.7%79 Tax deductions for donations to the Cancer Society 11 0.0% 100.0% 100.0%

From 5,000 to 1,000 pages (80% decrease)

70% increase in one-time donations

88% increase in monthly donors registered

164% increase in members registered

348% increase in incoming linksg

80% increase in visitors80% increase in visitors

45 to 645 to 65 000 t 1 0005,000 to 1,0005,000 to 1,000

The World’s Very Fi W b iFirst Website (1992)

20132013

2013 Best2013 Best Design of gthe Year

£10 billion savings: 2012 / 2013We focus onOf this £10bn, GDS has been We focus on

O t s £ 0b , G S as beeresponsible for over £500m.user needs“What’s helped us achieve that? In user needs.

plarge part it’s because at GDS we focus on user needs Relentlesslyfocus on user needs. Relentlessly. This might sound at odds with a drive towards efficiency, but we have found it to be the best way to reduce cost ”it to be the best way to reduce cost.

Mike Bracken, Digital Director, GDS

2011

2011

20132013

✓Deleted 50% of all content✓Deleted 50% of all content✓Use of the Loan calculator✓Use of the Loan calculator increased by 236%✓Traffic to the most important product information and services increased by 520%increased by 520%

“Just get rid of the crappy stuff and focus on the good stuff ”and focus on the good stuff.”“We make progress by eliminatingWe make progress by eliminating things, by removing the superfluous.”

© 2011 - Customer Carewords Ltd6 December 2013

35

Telenor – 87%Telenor 87%reduction of pagesreduction of pages

Total pages reduced from 4,000 p g ,to 500C i t 100% Conversion rate 100% up

Emails to customer service down Emails to customer service down by 35% (key channel)

Customer satisfaction ratings up36

© 2011 - Customer Carewords Ltd6 December 2013

37

Country surveys / reviews / reports

Compare country 49statistical data

Statistics on one particular topic

Browse a publication online for f…

61111

Top 20 Tasks

Tasks Total Vote% of Total Vote 31800

Cumulative Vote

Cumulative Carewords

1 Country surveys / reviews / reports 2178 7% 7% 1%y y p2 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%

Top 25%

26 50%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%

11International guidelines and standards (corporate governance tax havens etc ) 1025 3% 52% 16%

26-50%

51-75%11 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%

51 75%

16 y y 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%

Bottom 20 Tasks

Tasks Total Vote% of Total Vote 31800

Cumulative Vote

Cumulative Carewords

51 Find a local library with OECD publications 92 0% 97% 73%2 H OECD i t t ith b t i 92 0% 97% 74%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%57 How OECD is funded (budget) 70 0% 98% 81%58 How peer review works 60 0% 98% 83%

59Find 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%

S t G l h d ti iti 39 0% 100% 94%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%

DELL POWEREDGE SERVERS ARE

‘From the start, our entireFrom the start, our entire business--from design to gmanufacturing to sales--was oriented around listening to the customer, responding to the

t d d li i h tcustomer, and delivering what the customer wanted ’the customer wanted.

Michael DellMichael Dell

“St li "“Streamline" experienceexperiencePreventPrevent "distractions"distractions

Meet the Google guys!WELCOME TO OUR

Meet the Google guys! WEBSITE!!

S B i

New Improved SearchGoogle is delighted to announce the launch of our new improved

Google News!

Sergey Brin the launch of our new improved search. It’s now even easier to search on our website. Read More

Google Primes for Mobile Search SurgeGoogle launches iGoogle Artist ThemesGoogle Lets AdWords Users Buy TV AdsGoogle Ads Street View To Driving DirectionsGoogle looking to map the abyss

Mary Meeker, 2010

PlPlaces

Large MetroAreaFVCSPopulated

Area

Capital Cities Of CanadaOf Canada

UselessUseless Links

ContentToolsStuff

Slow LinksFAQSInfinity &Beyond

TOP TASKSTOP TASKS IDENTIFICATION

Tasks Pie Chart1 244 1 2

34

44

567

Top 25%

26 50%78

26-50%

51-75%51 75%

1420

ShortlistShortlistCheck symptoms

Possible complications of a condition / disease Get test results online

How different treatments worky p

Basic facts about conditions / diseases

How is a condition diagnosed?

Book an appointment onlineRate my hospital, GP, chemist, etc

Get test results online workOpening times (GPs, clinics, chemists) Cost of treatmentCan I treat this myself? Appointment remindersSeriousness of a condition /

Get advice from a doctor / nurse (phone, website chat, email) Can I get this on the NHS?What to do based on your s mptoms Safe se / famil planning

disease (prognosis) Treatment success rate

Diet, food and nutritionOther illnesses with symptoms like this

Compare hospitals based on symptoms Safe sex / family planningBest place to go for help (GP, A & E, clinic, walk-in centre, pharmacist)

Description of operation / procedure

When to seek urgent medical Things to do to improve

quality of care (infection rates, MRSA, surgical errors, death rates) Compare treatment optionsContact details for hospitals, Drug-free treatments When to seek urgent medical

attentionThings to do to improve chances of recovery

Get your medical records online

Choose best place to get treatment based on what other patients say

GPs, gyms, etc (counseling, therapy, yoga)Treating common health problems at home Reduce your riskChoose a GP that's right for Different types of a condition

/ diHow a condition / disease should be treated

Health issues related to age-group

Wh d i di l

Compare hospitals on convenience (location,

ki bli

you / diseaseTips for coping with a condition / disease

Find support groups, helplines

Medicine / Drug guide (side effects interactions pill

Travel health (emergencies, immunisation EuropeanWhat to do in a medical

emergencyparking, public transport, visiting hours)

effects, interactions, pill identifier, dosage)

immunisation, European Health Insurance Card)

ShortlistShortlistTalk to a health professional (phone, website chat, email) Get a second opinion

Further research (statistics

Risks / side effects associated with a treatment

Family history / genetic predispositionCheck if a health story in the

Order prescription medicines online

Further research (statistics, clinical trials, books, websites)

Causes of a condition / disease

Feeling happier / overcoming sadness

Find specialists / consultantsCheck if a health story in the news is true

Support to lead a healthy lifestyle VaccinesFind a hospital / clinic for a

Change your lifestyle (fitness, weight, smoking, drinking)

Body Mass Index (BMI) calculator

Find a hospital / clinic for a particular operation or condition

Share stories / experiences with others in your situation

First Aid guideMedical equipment (devices, gadgets, aids)

Health check up Facts on alternative medicineLook up a medical term (medical dictionary) Effects on my familyLiving with a condition / disease

Compare hospital waiting times

What to ask my DoctorRisks associated with lifestyle

Dealing with stressGet an information prescriptionG t d t ( ildisease times

Avoiding and preventing disease

Myths about conditions / diseases

Find out how healthy you are Care and treatment at home

Know your rightsGet news updates (email, text)

Support available (legal, benefits, costs, work, home help)

What services does my chemist provide?Find out how healthy you are Care and treatment at home

Warning signsIs a condition / disease infectious?

Screening, scans, testingOther conditions / diseases linked to a condition

help) chemist provide?Latest health news (research, expert articles, new medicines)

Learn how others changed their lifestyle

Help with day-to-day management of your condition / disease News about the NHS

LonglistLonglistBrowse over a dozen Al h l Ch i F il D tBrowse over a dozen doctor written and reviewed (yet easy to read) medical

Alcohol Choosing a Family Doctor Alcohol Chronic DiseasesAll about medicines Clinical TrialsAll A-Z topics Clinical Trials

90 days with StayQuit encyclopediasA Guide for Healthy Nutrition

Cable Television Programs

A&E Calculators

All directoriesClinician, health professional resources

All Live Well Cold and flu adviceAllergies Commissioned services

Access to healthcare abroad

Calculators (Body mass index, cost of smoking)Calculators (Body mass, heart attack risk calorie

g

Alphabetic List of Specific Diseases / Disorders Common health questionsAnswer Yes or No Community

Activity and Menu Plannersheart attack risk, calorie burn)

Addictions CaregivingAdults Case studiesAdvice if you've had

Answer Yes or No CommunityAnswers to hundreds of your common health questions Community A-ZA t th d fAdvice if you've had

unprotected sex or a contraception mishap

Check your symptoms and get personalised advice

Advocacy Children

Answers to thousands of your common health questions Community CalendarAppointments Community Health Center

Aging Children's Health

Sources for LonglistSources for Longlist1. Organization strategy2 Stakeholder reviews2. Stakeholder reviews3. Existing website4. Top search terms (annual)5 Most visited pages files (annual)5. Most visited pages, files (annual)6. Competitor or peer websites

T di i l / i l di7. Traditional / social media8. Customer feedback / research8. Customer feedback / research

ShortlistingShortlistingRULESRULES

NO BRANDSNO BRANDS

NO GOALSNO GOALS

• I'd like to be happier• I'd like to have more energy• I'd like to improve my family's health• I'd like to sleep better• Live well

NO ORG WORDSNO ORG WORDS

NO DEMOGRAPHICSNO DEMOGRAPHICSMale em

aleTotal

Tasks Ma Fem Tot

1 Check symptoms 3% 5% 5%2 Basic facts about conditions / diseases 3% 4% 4%3 Book an appointment online 4% 3% 4%

4Get advice from a doctor / nurse (phone, website chat, email) 3% 3% 3%4 email) 3% 3% 3%

5 What to do based on your symptoms 2% 3% 3%

6Best 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%

H diti / di h ld b t t d % % %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%(p g )15 Diet, food and nutrition 1% 2% 2%

16Compare 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%19 Choose a GP that s right for you 2% 1% 2%20 Tips for coping with a condition / disease 2% 2% 2%

NO TOOLS / FORMATSNO TOOLS / FORMATS• Calculators • Interactive Health Tutorials• Interactive Health Tutorials • Medical Podcasts• Personal Health Tools• Picture slideshows• Picture slideshows• Podcasts• Surgery Videos • VideosVideos

NOT TOO HIGHNOT TOO HIGH• Facts and Figures

C diti• Conditions• Diseases

Fi d i• Find services• Frequently asked health questions

I j P ti• Injury Prevention• Medical conditions

Mi d B d & S i it• Mind, Body, & Spirit

NOT TOO LOWNOT TOO LOW

E t ti• Emergency contraception• Nonprofit Agencies

P d t i b t h lth• Poems and stories about health• Cancer

Di b t• Diabetes• Walk-in centres

DISEASES / CONDITIONS• Basic facts about conditions / diseases• Different types of a condition / disease• Different types of a condition / disease • How is a condition diagnosed? • Is a condition / disease infectious?• Is a condition / disease infectious?• Myths about conditions / diseases • Other conditions / diseases linked to a• Other conditions / diseases linked to a

condition • Seriousness of a condition / disease• Seriousness of a condition / disease

(prognosis)

NO OVERLAPSNO OVERLAPS

I t lIn researching a condition / disease what 5 factors are most important to you?

Tasks Duplicate Class SourceInternal Source

Book your GP appointment Find services / online appointment experts patients.co.uk

Let me book an appointment appointmentFind services / experts user goals docFind services /

Make an appointment appointmentFind services / experts mayoclinic.com

Remind me when it's time for my appointment appointment Living With user goals doc

Request an appointment appointmentFind services / experts netwellness

NO DEMOGRAPHICSNO DEMOGRAPHICSTasks Duplicate Class Source

Internal Source

Where can I find a diabetes clinic? user goals docWhich Health Screenings Do You Need? Health.yahoo.comWomen Women familydoctor.orgWomen's health Women bbc healthWomen's Health Women webmd.comWomens Health Information Women healthsites co ukWomens Health Information Women healthsites.co.uk

Work gyms and performance NHS ChoicesWorkplace health NHS ChoicesWorkplace health NHS ChoicesYour guide to the science in the news NHS Choices

AVOID VERBSAVOID VERBS

AVOID REPETITIONAVOID REPETITION• Health bookshop• Health Calculators Maximum 4 • Health check• Health Check Tools tasks that • Health directory• Health encyclopaedia begin with

the same• Health expert advice• Health Journals

the same word• Health Library

• Health Newsword

• Health tools

COMPLETEFind a job Find my local council

COMPLETEFind my nearest (school, library, etc) FormsFreedom of information, privacy Funerals, burials, cremations and cemeteriesGrants, funds and awards Hospitals, health authorities

Land and property (sales charges personalHousing

Land and property (sales, charges, personal search, register)

Leisure activities (parks, open spaces, greenways) LibrariesLicences and permits Maps of Lancashire (MARIO)Markets (locations, times, types) Minorities support

NewsOlder people (residential care, day centres, services)News services)

Parking (fines, car parks, park and ride, residents, blue badges, ParkWise) Payments to council (bills, invoices)Planning (application, advice, building control, Policies (equality and diversity, accessibility, development, permission) social inclusion, transport, safety)Pollution control (air, land, water, substances) Press releases (media enquiries)Procurement, tenders, contracts Ranger servicesRecords office (genealogy family historyRecords office (genealogy, family history, census, archives, ancestry) Recycling centres (sites, times)

Top 20 Tasks

Tasks Total Vote% of Total Vote 16320

Cumulative Vote

Cumulative Carewords

1 Find a job 1207 7% 7% 1%2 Hospitals, health authorities 781 5% 12% 2%

Waste collection and management (household bins, 3

g ( ,refuse, bulky, recycling) 674 4% 16% 3%

4 Emergency services (fire, rescue, police, ambulance) 651 4% 20% 4%5 Teachers (recruitment, retention, training, courses) 625 4% 24% 5%6 Libraries 589 4% 28% 7%

Roads and highways faults (flooding, potholes, street

Top 25%

26 50%7 lights, gritting) 494 3% 31% 8%8 Leisure activities (parks, open spaces, greenways) 424 3% 33% 9%9 Council tax 389 2% 36% 10%

10Culture (museums, galleries, heritage, historic buildings, sites, monuments) 378 2% 38% 11%

11 School opening (term holiday other closure dates) 378 2% 40% 12%

26-50%

51-75%11 School opening (term, holiday, other closure dates) 378 2% 40% 12%12 Recycling centres (sites, times) 324 2% 42% 13%

13Tourism (attractions, photographs, areas of outstanding natural beauty) 322 2% 44% 14%

14 Anti-social behaviour (vandalism, ASBoB) 314 2% 46% 15%Timetables (public transport, journey planner,

51 75%

15(p p , j y p ,

TravelWise) 305 2% 48% 16%16 Conservation (ecology, nature, forestry, woodlands) 283 2% 50% 17%17 Childcare (safeguarding, advocacy, family support) 247 2% 51% 18%18 Street cleaning (litter, graffiti, flyposting) 243 1% 53% 20%19 School admissions, places (primary, secondary) 242 1% 54% 21%20 Maps of Lancashire (MARIO) 231 1% 56% 22%

ONE TASK• Choose a Doctor, find a clinic• Drugs info symptom checkerDrugs info, symptom checker• Nutrition and Fitness• News and eventsNews and events

• Avoid acronymsy• Max 7 words / 55 chars

Category QuestionsCategory Questions

GenderGenderTasks Male Fem

aleTotal

1 Check symptoms 3% 5% 5%2 Basic facts about conditions / diseases 3% 4% 4%3 Book an appointment online 4% 3% 4%

4Get advice from a doctor / nurse (phone, website chat, email) 3% 3% 3%

5 What to do based on your symptoms 2% 3% 3%Best place to go for help (GP A & E clinic walk-in

Top 25%

26 50%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%

Wh d i di l

26-50%

51-75%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%

51 75%

(p g )15 Diet, food and nutrition 1% 2% 2%

16Compare 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%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%

RegionRegion

orth Eas

torth

Wes

torks

hireas

t Midlan

dsWes

t Midlan

dsas

t of

ngland

ondonouth Eas

touth W

est

otal

Tasks Nor

Nor

Yor

Eas We Eas EngLon

Sou

Sou

Tot

1 Check symptoms 5% 4% 6% 5% 4% 3% 4% 5% 5% 5%2 Basic facts about conditions / diseases 4% 2% 4% 4% 4% 5% 3% 4% 4% 4%3 Book an appointment online 3% 4% 3% 2% 3% 3% 4% 4% 4% 4%

4Get advice from a doctor / nurse (phone, website chat, email) 3% 3% 3% 4% 4% 3% 3% 3% 4% 3%

Top 25%

26 50%5 What to do based on your symptoms 3% 4% 4% 4% 3% 4% 3% 3% 3% 3%

6Best place to go for help (GP, A & E, clinic, walk-in centre, pharmacist) 1% 3% 2% 3% 3% 2% 3% 2% 2% 3%

7 When to seek urgent medical attention 3% 3% 2% 3% 2% 2% 2% 2% 2% 2%8 Get your medical records online 2% 2% 2% 2% 2% 3% 2% 2% 3% 2%9 How a condition / disease should be treated 2% 2% 2% 2% 2% 2% 2% 3% 2% 2%

26-50%

51-75%10 What to do in a medical emergency 2% 2% 1% 4% 2% 2% 2% 2% 2% 2%11 Get test results online 1% 3% 2% 2% 2% 2% 2% 2% 3% 2%12 Opening times (GPs, clinics, chemists) 2% 2% 2% 1% 2% 1% 2% 2% 2% 2%13 Can I treat this myself? 2% 3% 2% 2% 2% 2% 2% 2% 1% 2%14 Seriousness of a condition / disease (prognosis) 3% 2% 2% 2% 2% 3% 1% 2% 2% 2%15 Diet, food and nutrition 1% 2% 1% 3% 2% 2% 2% 1% 2% 2%

51 75%

16Compare hospitals based on quality of care (infection rates, MRSA, surgical errors, death rates) 1% 3% 2% 2% 1% 1% 2% 1% 2% 2%

17 Contact details for hospitals, GPs, gyms, etc 2% 2% 1% 1% 2% 1% 3% 2% 1% 2%18 Treating common health problems at home 3% 2% 2% 1% 2% 2% 2% 2% 2% 2%19 Choose a GP that's right for you 1% 1% 2% 2% 2% 1% 2% 1% 2% 2%20 Tips for coping with a condition / disease 2% 2% 2% 2% 1% 2% 1% 2% 2% 2%

OccupationOccupation

lTasks Hea

lth pro

fHigher

MgmtInter

. Mgmt

Superviso

rySkil

led m

anual

Other man

ualNot in

work

Total

Ch k t 4% 5% 5% 5% 6% 4% 3% 5%1 Check symptoms 4% 5% 5% 5% 6% 4% 3% 5%2 Basic facts about conditions / diseases 3% 4% 5% 4% 4% 2% 3% 4%3 Book an appointment online 3% 5% 4% 4% 3% 4% 3% 4%

4Get advice from a doctor / nurse (phone, website chat, email) 3% 3% 3% 4% 3% 4% 4% 3%

5 What to do based on your symptoms 3% 4% 4% 3% 3% 3% 2% 3%

Top 25%

26 50%5 What to do based on your symptoms 3% 4% 4% 3% 3% 3% 2% 3%

6Best place to go for help (GP, A & E, clinic, walk-in centre, pharmacist) 4% 2% 3% 3% 3% 2% 2% 3%

7 When to seek urgent medical attention 2% 2% 2% 2% 3% 2% 2% 2%8 Get your medical records online 2% 3% 2% 2% 2% 2% 3% 2%9 How a condition / disease should be treated 2% 3% 2% 2% 2% 2% 2% 2%

26-50%

51-75%10 What to do in a medical emergency 2% 1% 2% 2% 2% 2% 2% 2%11 Get test results online 2% 3% 2% 2% 2% 2% 3% 2%12 Opening times (GPs, clinics, chemists) 2% 1% 2% 4% 2% 2% 1% 2%13 Can I treat this myself? 2% 2% 2% 1% 3% 2% 1% 2%14 Seriousness of a condition / disease (prognosis) 2% 2% 2% 2% 2% 1% 2% 2%

51 75%

15 Diet, food and nutrition 1% 2% 2% 2% 2% 2% 2% 2%

16Compare hospitals based on quality of care (infection rates, MRSA, surgical errors, death rates) 1% 3% 2% 2% 2% 2% 2% 2%

17 Contact details for hospitals, GPs, gyms, etc 2% 2% 2% 3% 1% 2% 1% 2%18 Treating common health problems at home 1% 2% 2% 1% 2% 1% 1% 2%19 Choose a GP that's right for you 1% 2% 2% 2% 1% 2% 2% 2%19 Choose a GP that s right for you 1% 2% 2% 2% 1% 2% 2% 2%20 Tips for coping with a condition / disease 2% 1% 2% 1% 2% 1% 2% 2%

AgeAgeTasks 18

-2425

-3435

-4445

-5455

-6465

or ove

rTotal

1 Check symptoms 5% 5% 4% 5% 2% 3% 5%1 y p 5% 5% 4% 5% 2% 3% 5%2 Basic facts about conditions / diseases 2% 4% 5% 3% 4% 3% 4%3 Book an appointment online 3% 4% 4% 4% 4% 2% 4%

4Get advice from a doctor / nurse (phone, website chat, email) 4% 4% 3% 3% 3% 3% 3%

5 What to do based on your symptoms 3% 3% 4% 3% 3% 1% 3%

Top 25%

26 50%5 y y p 3% 3% % 3% 3% % 3%

6Best place to go for help (GP, A & E, clinic, walk-in centre, pharmacist) 3% 3% 3% 1% 2% 3% 3%

7 When to seek urgent medical attention 1% 2% 2% 3% 2% 4% 2%8 Get your medical records online 2% 2% 2% 3% 4% 3% 2%9 How a condition / disease should be treated 2% 2% 2% 3% 2% 2% 2%

26-50%

51-75%% % % % % %10 What to do in a medical emergency 2% 2% 2% 2% 2% 3% 2%11 Get test results online 2% 2% 2% 2% 3% 2% 2%12 Opening times (GPs, clinics, chemists) 2% 2% 2% 2% 1% 1% 2%13 Can I treat this myself? 3% 2% 2% 2% 1% 2% 2%14 Seriousness of a condition / disease (prognosis) 1% 1% 2% 2% 3% 2% 2%

51 75%

(p g )15 Diet, food and nutrition 2% 2% 2% 1% 1% 1% 2%

16Compare hospitals based on quality of care (infection rates, MRSA, surgical errors, death rates) 1% 2% 2% 1% 3% 2% 2%

17 Contact details for hospitals, GPs, gyms, etc 2% 3% 1% 1% 1% 1% 2%18 Treating common health problems at home 2% 2% 2% 1% 2% 1% 2%g p19 Choose a GP that's right for you 2% 2% 2% 2% 2% 2% 2%20 Tips for coping with a condition / disease 1% 1% 2% 2% 2% 2% 2%

During treatment for a t h l D b hstomach ulcer, Deborah

Knifton was devastated toKnifton was devastated to find out that she hadfind out that she had stomach cancer At the agestomach cancer. At the age of 40, she had surgery to o 0, s e ad su ge y toremove her stomach.

34%34%

TASKTASKPERFORMANCE

INDICATORINDICATOR

Step 1: Determine Tasks

D t i 6Determine 6-12 f tl12 frequently

d kused tasks.

110

Task Question ChecklistTask Question Checklist1. Based on top tasksp2. Repeatable3. Representative & typical—fix it,

fix manyy4. Universal—everyone can do it5. One task, one unique answer6 Does not contain hidden clues6. Does not contain hidden clues7. Not Search Engine Optimized

111

g p

T k Q ti Ch kli tTask Question Checklist8 Emotionally neutral8. Emotionally neutral9. Not confidential9. Not confidential10. Clearly different from other tasksy11. Independent from other tasks12. Immediately doable on website 13. Short – 30 words or less

11214. No change within testing period

Tasks Pie ChartCountry surveys / 

i / t49 reviews / reportsCompare country statistical data

Statistics on one

49Statistics on one particular topic

Browse a publication

Top 25%

26 50%publication online for f…

26-50%

51-75%51 75%

611

Top 20 Tasks

Tasks Total Vote% of Total Vote 31800

Cumulative Vote

Cumulative Carewords

1 Country surveys / reviews / reports 2178 7% 7% 1%y y p2 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%

Top 25%

26 50%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%

11International guidelines and standards (corporate governance tax havens etc ) 1025 3% 52% 16%

26-50%

51-75%11 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%

51 75%

16 y y 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%

Task 1 1 JapanWhat are the OECD’s latest recommendations regarding Japan’s health-care system?regarding Japan s health care system?

Task 2 2 VietnamIn 2008, was Vietnam on the list of countries that

i d ffi i l d l t i t ?received official development assistance?Task 3 3 Heart

Did more males per capita die of heart attacks inDid more males per capita die of heart attacks in Canada than in France in 2004?

Task 4 4 TeacherWh t i th l t t t ti l i USWhat is the latest average starting salary, in US Dollars, of a primary school teacher across OECD countries?

Task 5 5 EmployWhat is the title of Box 1.2 on page 73 of OECD Employment Outlook 2009?

116Employment Outlook 2009?

Step 2: Recruit Participants

R it 5 18Recruit 5-18 representative ppeoplepeople

117

Remote Measurement Sessions

1. Record session

2. “We are not measuring you”

3. Measure time for each task.

4. Observe problems and successes.

5. No “think aloud”, no discussions

118

119

Task 5 – Box 1.2 EmploymentWhat is the title of Box 1.2 on page 73 of OECD Employment Outlook p g p y2009?

Task Performance

Median time on task (sec) = 215

Task Performance Task Performance Indicator (TPI) Indicator (TPI) 100 Max100 Max

99Optimal time on task (sec) = 81 99

Subscribers and readers at subscribing institutionsGovernment officials with accounts Accredited journalistsNon-subscribers: browse online version for freeNon-subscribers: purchase a copy

Task 5 – Box 1.2 EmploymentWhat is the title of Box 1.2 on page 73 of OECD Employment Outlook p g p y2009?

Task Performance

Median time on task (sec) = 215

Task Performance Task Performance Indicator (TPI) Indicator (TPI) 100 Max100 Max

99Optimal time on task (sec) = 81 99

k f ( )

Browse free publication: What is the title of Figure 1 1 on page 17 of OECD

Task 5 performance = Excellent (80‐100)  TPI = 97

Browse free publication: What is the title of Figure 1.1 on page 17 of OECD Employment Outlook 2012?

Success/Failure Rates Completion Time

Good Minor Time Issue Major Time Issue Critical Time Issue0‐2.25 x Target 

* All Failure times treated as 300 seconds

2.25‐3.25 x Target 3.25‐5.75 x Target Above 5.75 x Target

133

134

135

Unpaid leaveTask 5 You’d like to take six months off work toTask 5 You d like to take six months off work to

travel the world (without resigning). You've worked with HSBC for four years. Do you qualify?

Completion rate 56%Disaster rate 17%

Completion time 81 secondsOptimal time 27 seconds

= 5+5+5+6+6 secondsHome Page >Home Page > HR Procedures Manual Home Page > “L” Index > L id lLeave - unpaid leave > Answer (Sabbatical Leave page)

Task Performance

136Task Performance

Indicator (TPI) 20%

Frequency 17 per HSBC employee per year

137

138

139

140

141

TOP TASKSTOP TASKS@@

Making downloading software easiersoftware easierGerry McGovernygerry@customercarewords.comwww.customercarewords.com@gerrymcgovern

240mannual visits to Cisco.com

4.2msocial reach

3mcustomer app Downloads*

3mmobile web

visitors

2msocial media

mentions

(6x YoY)73m

organic searchreferrals

1.3mpaid search

click-throughs

1.4msocial referrers

to Cisco.com

Cisco.com Social Reach Mobile Phones Tablets

2% 55% 91% 341%

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 143

Source: Cisco SiteCatalyst & other internal metrics.

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 144

CContinuous Improvement

Identify Top

Tasks

Measure Top

Tasks

Task Based

Support

Tasks Voting TrendsTasks

491 Voters

983 Voters

1474 Voters

1966 VotersTasks Voters Voters Voters Voters

1 Download software, firmware, drivers, patches, updates 8% 8% 9% 9%

2Configure / set up a product (tech guides, notes, how-to's) 9% 8% 8% 8%

3 Troubleshooting (bug fixes, diagnostics, guides) 7% 8% 8% 7%

4 Install / upgrade / migrate (tech guides, notes, examples) 6% 6% 6% 5%

5 Support (TAC) service requests (case creation, tracking) 6% 5% 5% 5%6 Maintain / operate (tech guides, notes, examples) 4% 4% 4% 4%7 Network design (tech guides, notes, examples) 5% 4% 5% 4%8 Service, support options available for my product 3% 4% 3% 4%

Top 25%

26-50%8 Service, support options available for my product 3% 4% 3% 4%

9Product and technical communities (troubleshooting, developer, learning) 3% 3% 3% 3%

10 Support alerts (new drivers, patches, software, security) 2% 3% 3% 3%

11Networking certification requirements (CCIE, CCNP, CCNA) 2% 2% 2% 3%

26-50%

51-75%11 CCNA) 2% 2% 2% 3%12 Talk / chat online with a support person 3% 2% 2% 2%

13Compatibility / interoperability (software, hardware, version) 2% 2% 2% 2%

14 Training (courses, calendar, locations) 2% 2% 2% 2%

15Products by specific technical requirements (capacity, bandwidth, dimensions) 2% 1% 2% 2%15 bandwidth, dimensions) 2% 1% 2% 2%

16Pre-purchase technical information (datasheets, whitepapers, requirements) 1% 2% 2% 2%

17Solutions to match business needs (work remotely, improve productivity, secure my business) 2% 2% 1% 1%

18 Networking certification status, maintenance and renewal 1% 1% 1% 1%18 Networking certification status, maintenance and renewal 1% 1% 1% 1%19 Warranties 1% 1% 1% 1%

20Configure a product or service for the purpose of researching or ordering 1% 1% 1% 1%

Tasks Pie ChartDownload software43 software,

firm…Configure / set

up a pr…

43

Troubleshooting (bug fi…

Top 25%

26-50%g (bug fi… 26-50%

51-75%

615

2010201015 St15 Steps

D l di S ftDownloading Software for 7920

280 seconds approx

Path 1

11

Path 1

2

Path 1

3

2

3

4

5

66

Path 1

7

“I’m assuming that one of these is the one I want.”

“I’m assuming that one of these is the one I want.”these is the one I want.these is the one I want.

Path 1

88

Path 1

99

Path 1

10

Path 1

1111

Path 1

12

Path 1

13

Path 1

14

Path 1

15

“There are a lot of steps before you get to download”

“There are a lot of steps before you get to download”before you get to download”before you get to download”

k f

Download firmware: Obtain the latest firmware for your RV082 router

Very Good TPI = 75Task 1 performance =

Download firmware: Obtain the latest firmware for your RV082 router compatible with Version 3 hardware.

Success Rate Comparisons

August 2011 February 2012

k f

Download firmware: Obtain the latest firmware for your RV082 router

Very Good TPI = 75Task 1 performance =

C l ti Ti C i

Download firmware: Obtain the latest firmware for your RV082 router compatible with Version 3 hardware.

Completion Time Comparisons

Good Minor Major Critical

1

22

3

44

Copyright © Gerry McGovern: www.gerrymcgovern.com 165

Words Per SearchWords Per Search

2007 2009 2012

Search Result

Click Through

1 42%2 12%3 8%4 6%5 5%6 4%7 3%8 3%9 3%9 3%

10 3%11 1%12 1%13 1%13 1%14 0%15 0%16 0%17 0%17 0%18 0%19 0%20 0%20 million clicks 21 0%22 0%23 0%24 0%

20 million clicks650,000 searchers

Copyright © Gerry McGovern: www.gerrymcgovern.com 167

25 0%Source: http://www.techcrunch.com/2006/08/06/aol-proudly-releases-massive-amounts-of-user-search-data/

First 2 Search Results42%

40

45

34%35

40

30

35 30

20

25

30

20

25

15

20

12%15

8%

5

10

5

10

01 2

01 2

Source: Accurately Interpreting Clickthrough Data as ImplicitFeedback (2005) http://www.cs.cornell.edu/People/tj/publications/joachims_etal_05a.pdf

25,0001,500 intranet searches

20,000

5% of searches = 35% of volume15,000

10,000

Long Neck

5 000

Long Neck

5,000

01 78 155 232 309 386 463 540 617 694 771 848 925 1002 1079 1156 1233 1310 1387 1464

Search Performance Indicator

R k S1) Top 100-500 search terms

Rank Score1 1002 36

2) “Correct page” for each term2 363 264 16

3) Search with each term4 165 146 12

4) Score 6 127 98 99 710 8

11 + 0

25,000

20,000 Search Term Search Volume

classical studies 81

15,000classical studies department 12classical latin 8classical greek 7

10,000

classical greek 7classics courses 7classics department 6

l i l t di di l 5

5 000

classical studies diploma 5classical studies dept 3classical studies website 35,000classical studies webpage 2classical greece 1classical texts 1

01 78 155 232 309 386 463 540 617 694 771 848 925 1002 1079 1156 1233 1310 1387 1464

classical texts 1

Copyright © Gerry McGovern: www.gerrymcgovern.com 178

Copyright Eyetrack III 2004

“Most people just look at the

first 3 4 words ”first 3-4 words.”Eyetrack III 2004

Nielsen 2011

Copyright © Gerry McGovern: www.gerrymcgovern.com 179

Copyright © Gerry McGovern: www.gerrymcgovern.com 180

Customer Satisfaction SurveyOur mission statement is to provide employees with the very latest and most accurate marketing research so as to help them make better decisions. Headed by Martin … www.organizationcentric.com/ - 9k - Cached - Similar pages Customer Satisfaction Survey resultsyOur mission statement is to provide employees with the very latest and most accurate marketing research so as to help them make better decisions. Headed by Martin … www.organizationcentric.com/ - 9k - Cached - Similar pages Customer Satisfaction Survey: tools for researchers Our mission statement is to provide employees with the very latest and most accurate

k ti h t h l th k b tt d i i H d d b M timarketing research so as to help them make better decisions. Headed by Martin … www.organizationcentric.com/ - 9k - Cached - Similar pages Customer Satisfaction Survey introduction Our mission statement is to provide employees with the very latest and most accurate marketing research so as to help them make better decisions. Headed by Martin … www organizationcentric com/ - 9k - Cached - Similar pageswww.organizationcentric.com/ 9k Cached Similar pages Welcome to the Customer Satisfaction Survey results Our mission statement is to provide employees with the very latest and most accurate marketing research so as to help them make better decisions. Headed by Martin … www.organizationcentric.com/ - 9k - Cached - Similar pages

Customer Satisfaction Survey: how to interpret the data Our mission statement is to provide employees with the very latest and most accurate marketing research so as to help them make better decisions. Headed by Martin … www.organizationcentric.com/ - 9k - Cached - Similar pages Customer Satisfaction Survey team: meet the team OOur mission statement is to provide employees with the very latest and most accurate marketing research so as to help them make better decisions. Headed by Martin … www.organizationcentric.com/ - 9k - Cached - Similar pages Customer Satisfaction Survey Our mission statement is to provide employees with the very latest and most accurate marketing research so as to help them make better decisions Headed by Martinmarketing research so as to help them make better decisions. Headed by Martin … www.organizationcentric.com/ - 9k - Cached - Similar pages Customer Satisfaction Survey Our mission statement is to provide employees with the very latest and most accurate marketing research so as to help them make better decisions. Headed by Martin … www.organizationcentric.com/ - 9k - Cached - Similar pages

10 words or less

Copyright © Gerry McGovern: www.gerrymcgovern.com 186Specific General

(the search engine)

188

@@gerrymcgovern