BUILDING A UX STRATEGY FOR EUROPE A case study of the Digital Transformation programme of the European Commission. Annie Stewart | [email protected] | @AnnieStewart
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BUILDING A UX STRATEGY FOR EUROPE
A case study of the Digital Transformation programme of the European Commission.
Annie Stewart | [email protected] | @AnnieStewart
CHALLENGE 1.
THE BRUSSELS BUBBLE
Challenge…
A POLITICAL INSTITUTION
Challenge…
DECENTRALISED AND SILOD
Challenge…
CONTENT CHAOS
Challenge…
BRIEF 2.
THE DIGITAL TRANSFORMATION TEAM
We are here.
Brief…
9
Brief
A digital platform for the Commission › Relevant to users › Coherent › Cost-efficient
STRATEGY… 3.
HOW WE WORK 3.
Strategy: “An adaptation that serves an
important function in achieving evolutionary success.”
BOTTOM-UP AND TOP-DOWN
How we work…
METHODICAL AND AGILE
How we work…
BROAD AND NARROW SCOPE
How we work…
16
How we work
ENTIRE COMMISSION
17
How we work
Product, service, UX Governance, process Vision, culture
ENTIRE COMMISSION
18
How we work
Product, service, UX Governance, process Vision, culture
ENTIRE COMMISSION
5 Digital is at the heart of policy and strategy. Services are digital by default. Digital culture is strong: agile, user-‐centred, innovaIve, responsive.
4 Senior management have made significant progress in delivering the vision and plan, implemenIng new capability and trialling it successfully by re-‐engineering a range of services to be digital by default.
3 Senior management in place with a remit to set targets, develop over-‐arching vision and plan, and develop necessary capability and culture. Digital is seen as a key transformaIon and advocacy is strong at key parts of the organisaIon.
2 Some digital services, but o6en of limited quality. Digital teams in place but tend to be siloed in business units or service/programme teams and have limited budget and remit. Senior (board level) digital management not in place.
1 No awareness of digital capability, no resources allocated, no digital strategy, plan or metrics, no understanding of best pracIce, no digital services.
APPROACH 4.
USER TASKS AND BUSINESS GOALS
Approach…
22
Approach
Rank the user tasks
23
Approach
Structure the content
Top tasks methodology Teaching the Commission to let users lead
EducaIon
News, PublicaIons,
Events
EU Regional & Urban
Investment
Research & InnovaIon
About the EU
Food & Farming
Funding & Tenders
Business, economy
Jobs at the European
Commission
Strategy
Live, Work, Travel in EU
StaIsIcs
Law Environment
Aid, Human Rights
24
Approach
Content strategy: tasks + goals
USER TASKS
BUSINESS GOALS
DEMONSTRATE AND EDUCATE
Approach…
26
Approach
Commissioner pages
27
Approach
Public beta
28
Approach
Own the success metrics › Don’t compete with existing metrics, make your own › Make sucess a publishing criteria
STRATEGY 5.
30 30
Strategy
The relationship between the Commission and its users
› This is our audience › This is what they want › This is how the Commission needs to see themselves
CITIZENS
Assumed online audience…
PROFESSIONALS
Actual online audience…
33 33
What the users want
Assumed and actual user needs
EC EMPLOYEES
Funding, grants, subsidies
Working in an EU country
Jobs, traineeships
Complaints
About the EC
34 34
What the users want
Assumed and actual user needs
EC EMPLOYEES USERS
Funding, grants, subsidies EU Law
Working in an EU country Research and innovation
Jobs, traineeships Funding, grants, subsidies
Complaints Education and training
About the EC Strategy, political priorities
SERVICE PROVIDERS
Position…
36 36
Strategy
Set the programme strategy
› Focus on architecture and audience, then on services › Create governance around user tasks › Align vision and culture around correct audience and
positioning
37 37
Strategy
From information to services
Content transiIon
User research
Service design
Digital maturity 1 2 3 4 5
If you want to build a strategy, don’t start with strategy.
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