Kevin Keogh - The Challenges of Modern digital Government - SUGCON

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THE CHALLENGES OF MODERN DIGITAL GOVERNMENT:

Kevin KeoghDirector, Customer Experience

Virginia Department of Alcoholic Beverage Control case study

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Image source: careersingovernment.com

It’s 4:30 p.m. and you’re visiting New Orleans.What’s on your mind?

DIGITAL GOVERNMENT!

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BACKGROUND

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Source: “Transform Government From The Outside In” by Rick Parrish and Jennifer Belissent, Ph.D.with Harley Manning, Carla O’Connor, and Kara Hartig FORRESTER

“Today, in the age of the customer, leading companies have discovered that they must become customer- obsessed to succeed. And as these companies grow more responsive to their customers, citizens become more frustrated with governments’ inability to keep up.”

- Forrester

THE AGE OF THE CITIZEN

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• Federal, state, and local government budget pressures continue to mount.

• Government organizations often must compete:• with other jurisdictions for economic development

purposes• with other government entities for budget allocations• with the private sector

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FURTHER COMPLICATING MATTERS…

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ABOUT

• Only option to buy a bottle of liquor in Virginia, one of the nation’s 17 control states

• 3500 statewide employees• 350+ stores

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source: Virginia ABC

• $801 million in revenue in FY ’14

• Contributed more than $1.8B to the Commonwealth budget in the last five years

• Also responsible for:• Intake and distribution • Licensing & enforcement• Education & prevention• Tax collection

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BUSINESS CHALLENGE

• Complex Brand/Message– Virginia ABC must engage and support diverse

stakeholders on distinct topics.• “Aged 8 Years”

– The agency’s website was nearly a decade old and suffered from content sprawl, a dated visual design, and inadequate supporting processes.

• New Revenue Target– Charged by the Governor with significant revenue and

profit growth, the agency needed to begin reinventing itself to run more like a business, with corresponding digital customer engagement.

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• Maze-like information architecture

• Mobile unfriendly• Minimal digital services

• Minimal use of web analytics

• Content sprawl• Inefficient to manage

THE STARTING POINT

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WEB PUBLISHING / OLD FASHIONED

Modify HTML

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DESIGN CONSIDERATIONS

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Image source: http://www.buzzquotes.com

HOMER’S PARADOX

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Virginia ABC enhances the quality of life for all Virginians by balancing service, revenue and control in the distribution, sale and consumption of alcoholic beverages.

VIRGINIA ABC’S PARADOX

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source: virginiaplaces.org

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FROM:

EVOLVING IN-STORE EXPERIENCE

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source: Virginia ABC

TO:

EVOLVING IN-STORE EXPERIENCE

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Desire to introduce E-commerce, with a few key constraints:• ~220 orderable

products (out of about 3000)

• Ship to store only• Guest ordering only

(for Release 1)• “Aged” PIM system

DIGITAL RETAIL FUNCTIONALITY

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…and a need to make critical content and processes more accessible to:• Bar owners• Winery executives• Parents and educators• Etc.

KEY CONTENT

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SOLUTION DESIGN

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USER EXPERIENCE DESIGN

Consumer, Banquet Licensee, Retail Licensee, Distributor, Law Enforcement, Media / Press

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• Two CD & one CM servers in Production

• Apache web servers• Multi-tier load balancing• RESTful integration with

ABC services tier for:• Homegrown E-

Commerce• Store Locator• Inventory Lookup

• Bootstrap & Angular

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ARCHITECTURE

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THE OUTCOME

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THE FUTURE & KEY TAKEAWAYS

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Release 1.0 – 1.2 (2015)•Web Content Management•Revamped Information Architecture

•Responsive Design•Basic E-Commerce capabilities

•Web Analytics and Email Marketing

Release 2.0•Authenticated online ordering

•Shopping lists•Licensee Portal•Web property consolidation onto Sitecore

•Customizable store pages

Release 3.0 candidates•Geo-targeted product promotions

•Behavior-based product targeting

• Implicit personalization for Education content

•Omni-channel content delivery (web, in-store, licensee mobile applications)

• Any suggestions?

BUILDING ON THE FOUNDATION

2015 Early 2016 TBD

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KEY TAKEAWAYS

Sitecore’s classic CMS capabilities and extensibility can open the door to operational maturity for government organizations.

The design processes that should accompany a Sitecore implementation force the type of data analysis and introspection that many government organizations desperately need.

Wholesale web/digital updates can be a once a decade event in the government arena. It is essential to prioritize identified customer needs without sacrificing the future.

The strategic planning that Sitecore demands can jump start the journey to omnichannel citizen engagement.

Overarching Takeaway Sitecore = Major Change Event

Capitalize.

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QUESTIONS?COCKTAILS?

KEVIN KEOGH

KKEOGH@CAPTECHCONSULTING.COM@KEKEOGH

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