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Improving and expandingImproving and expandingservice takeservice take--upup
Marketing Online Government Services
r roupJames BreezeChief Experience Officer and Psychologist
www.breezable.com21 March 2007
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OverviewOverview Identifying features to make services more user-
friendly
Identifying the features of usability
Enhancing and implementing usability features to
im rove service take u
Internal/external customer feedbackmanagement
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Organisational contextOrganisational context Consider all aspects of service
- People, organization, and technology What is the strategic objective of service?
site and might never end
Service knows no media
- Face to face, phone, web
What specific service should you focus on?
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Department take upDepartment take up
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Australians Use ofand Satisfactionwith e-Government
Services report -www.agimo.gov.au
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Service take upService take up
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Australians Use ofand Satisfactionwith e-Government
Services report -www.agimo.gov.au
Is it:FasterConvenient
Trustworthy?
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How do people find services?How do people find services? Friends, web, media
How do your customers/staff talk Ask and listen
Google Zeitgeist
Google Trends
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http://searchenginewatch.com/
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Uncovering user needsUncovering user needs Online tools
Satisfaction surveys Internal, external Online forums
Remote usabilit
Face-to-face research
Eyetracking
Focus groups/workshops One-on-one usability
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EyetrackingEyetracking Marketing & brandMarketing & brand The visually dominant and
captivating areas of the
page The time spent looking at
specific parts of the page
Number of areas looked (or not) at on thepage
The path taken when scanning the page to
complete a task The optimal placement of components on
the page
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Eyetracking outputEyetracking output
Take care with data
What are users actually doing and feeling
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UsabilityUsability How do you define usability?
Usable, but boring Dont forget yourbrand!
Informational
Navigational
Transactional
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Implementing usable servicesImplementing usable services1. Get attention
2. Easy to find3. Easy to use
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1. Get attention1. Get attention Identify a popular, high-profile
application to draw users to theservice
Internal romotion
Existing mechanisms
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2. Easy to find2. Easy to find Search optimisation
Collaborative promotion and linking Link through other channels
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4. Memorable4. Memorable Choose an intuitive URL
Useful Well branded/unique
e.g. usa.gov vs
firstgov.gov
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Feedback managementFeedback management Set expectations with stakeholders
How do you manage feedbackcurrently?
Knowledge management
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