ConCon Manchester: content for services

Cabinet Office

HMRC

Content for services:what we’ve learned

Mike, Kaye, Andy and Jane

*Mike, Kaye, Andy and Jane

CATO (Company Accounts Tax Online)

*Mike, Kaye, Andy and Jane

*Mike, Kaye, Andy and Jane

*Mike, Kaye, Andy and Jane

150 screens

*Mike, Kaye, Andy and Jane

Completion time

416 minutes

60 minutes

*Mike, Kaye, Andy and Jane

PDF satisfaction rate

6%

*Mike, Kaye, Andy and Jane

CATO satisfaction rate

70%

*Mike, Kaye, Andy and Jane

We’ve seen a 15% reduction in users of the PDF...

...but the number of people using CATO has increased by more than that

*Mike, Kaye, Andy and Jane

CATO’s content story

From:

Mike, Kaye, Andy and Jane

To:

Mike, Kaye, Andy and Jane

*Mike, Kaye, Andy and Jane

Where it went wrong

*Mike, Kaye, Andy and Jane

Discovery and alpha - What user needs? - SME

*Mike, Kaye, Andy and Jane

“Recruit a full time content designer to work with the service team. This is a content-heavy service and users have complex tasks to complete. There is a high volume of content, instructional text and micro-copy. The content designer should be working alongside the team, getting involved in user research and feeding into the design and flow of the service.”

- CATO’s alpha assessment

(Cheers, GDS )

*Mike, Kaye, Andy and Jane

*Mike, Kaye, Andy and Jane

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“It’s legislation. We can’t change it.”

Mike, Kaye, Andy and Jane

*Mike, Kaye, Andy and Jane

*Mike, Kaye, Andy and Jane

How we rescued it

*Mike, Kaye, Andy and Jane

User needs

*Mike, Kaye, Andy and Jane

The UX Board of Joy

*Mike, Kaye, Andy and Jane

WEED

S

*Mike, Kaye, Andy and Jane

*Mike, Kaye, Andy and Jane

*Mike, Kaye, Andy and Jane

*Mike, Kaye, Andy and Jane

Where are we now?

*Mike, Kaye, Andy and Jane

What next?