Creating better customer experiences online Brussels Dec 4 2013 Brussels, Dec 4, 2013 Gerry McGovern [email protected] www.customercarewords.com @gerrymcgovern
Jan 27, 2015
Creating better customer experiences online
Brussels Dec 4 2013Brussels, Dec 4, 2013
Gerry [email protected]@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 [email protected]@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
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10 words or less
Copyright © Gerry McGovern: www.gerrymcgovern.com 186Specific General
(the search engine)
188
@@gerrymcgovern