Web Content Management Webinar Follow at www.captechconsulting.com

1. Delivering an Enriched Customer
Experience across Multiple Channels
1118 West Main Street IT Management Consulting
Richmond, Virginia 23230 Systems Integration
804.355.0511
Data Management
©2013 CapTech Ventures, Inc.
www.captechconsulting.com
blogs.captechconsulting.com
©2013 CapTech Ventures, Inc. All rights reserved. #CTVWebContent 1

2. Agenda
 Introduction
 Customer Engagement – Virginia.gov
 Empower Business Users through Direct Ownership
 Focus on a Premium User Experience
 Feature Content Across Channels
 Leverage Common Assets to Support All Mobile Devices
 Enable Enterprise Search and Search Engine Optimization
 Transformation Blueprint
 Questions
©2013 CapTech Ventures, Inc. All rights reserved. #CTVWebContent 2

3. Introduction
Marcella Williamson Brian Bischoff Jason Snook
Director, Public Information and Managing Director, Digital Director, User Experience Offering
Communications Solutions Group Lead
Virginia Information
Technologies Agency (VITA) CapTech Ventures, Inc CapTech Ventures, Inc
©2013 CapTech Ventures, Inc. All rights reserved. #CTVWebContent 3

4. Customer Engagement
Key Strategies
Empower User Integrated Mobile Enterprise
Business Experience Content Presence Search
©2013 CapTech Ventures, Inc. All rights reserved. #CTVWebContent 4

5. Customer Engagement
Key Strategies
Empower User Integrated Mobile Enterprise
Business Experience Content Presence Search
Empower Business
Through Direct Ownership
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6. Empower Business
Business Situation
 Previous site managed by 3rd party
 Limited control of content, services, and communications
 Goal of enabling state employees without extensive technical
training
 Proposed solution allows for self management and governance not available with
previous solution
 Result is a new state portal owned and managed by
commonwealth communication teams
 CapTech, with its partners, provided a solution that met the
commonwealth’s current and evolving needs
©2013 CapTech Ventures, Inc. All rights reserved. #CTVWebContent 6

7. Empower Business
Commonwealth’s New Business Model
 Managed Service -> Direct Ownership
 Invest for longer term ROI
 Ownership of platform, data, and content fuels compliance
 Internal controls drive content changes
 New hosting model with AIS Network
 Best of breed technology
 Enhanced mobile experience
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8. Empower Business
Strong Partnerships
©2013 CapTech Ventures, Inc. All rights reserved. #CTVWebContent 8

9. Customer Engagement
Key Strategies
Empower User Integrated Mobile Enterprise
Business Experience Content Presence Search
Focus on User Experience
©2013 CapTech Ventures, Inc. All rights reserved. #CTVWebContent 9

10. User Experience
A Data-Driven Approach to User Experience
Supposing is good, but
Quantitative metrics allow for… finding out is better.
• Discrete comparisons - Mark Twain
• Confident decisioning (“fix what’s broken”)
• User Experience benchmarks
• Focused support and change management
©2013 CapTech Ventures, Inc. All rights reserved. #CTVWebContent 10

11. User Experience
Content Analysis
Most Visited Pages
Constructing a content inventory of the site
• 2,392 total artifacts 1. Virginia.gov Home ✔
2. Online Services ✔
• 1,770 html artifacts 3. Search Results
• 114 physical pages 4.
5.
Agency Directory ✔
Government ✔
6. Contact
7. Business ✔
Understanding site web analytics data 8. State Job Opportunities ✔
• Visits - 9 million 9.
10.
Employment Services ✔
Before You Start a Business ✔
• Average # of pages per visit - 1.75 11. State Job Opportunities ✔
12. Education ✔
• Average time on site - 3 minutes 13. Internal Server Error (500)
14. Residents ✔
✔ - Included as a scenario in Usability testing
©2013 CapTech Ventures, Inc. All rights reserved. #CTVWebContent 11

12. User Experience
Information Architecture - Results
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Student Resources - . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Colleges and Universities 70 - . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Schools 80 90 - . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Pre K-12 80 90 100 - . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Private Schools 80 90 100 100 - . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Teachers 80 90 100 100 100 - . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Early Childhood Education 70 80 90 90 90 90 - . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Adult and Continuing Education 60 70 80 80 80 80 90 - . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Volunteering 10 10 10 10 10 10 10 10 - . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Economic Development . . . . . . . . 20 - . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Employment . . . . . . . . 40 50 - . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Workforce Services . . . . . . . . 30 70 80 - . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Pay and Benefits . . . . . . . . 30 40 70 70 - . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Running a Business . . . . . . 10 10 20 50 60 60 70 - . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Employer Requirements . . . . . . . . 30 60 70 70 80 90 - . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Starting a Business . . . . . . . . 30 60 70 70 80 90 100 - . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Workforce Development . . . . . . . . 30 70 60 80 70 80 90 90 - . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Citizens and Families 10 . . . . . . 10 10 10 10 . . . . . . - . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Seniors 10 . . . . . . 10 10 . 10 . . . . . . 90 - . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Children 20 . 10 10 10 10 10 20 10 . 10 . . . . . . 80 90 - . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Veterans 10 . . . . . . 10 10 . 10 . 10 . . . . 80 90 80 - . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Resources for the Disabled 10 . . . . . 10 20 . 10 10 10 10 10 . . . 30 40 30 50 - . . . . . . . . . . . . . . . . . . . . . . . . . . .
Health and Social Services . . . . . . 10 20 10 20 20 20 10 10 . . 10 20 30 30 40 70 - . . . . . . . . . . . . . . . . . . . . . . . . . .
Your Rights . . . . . . . 10 20 . 20 10 20 . . . . 30 40 40 50 30 50 - . . . . . . . . . . . . . . . . . . . . . . . . .
Taxes . . . . . . 10 20 20 10 10 . 10 20 10 10 10 30 20 20 20 20 40 50 - . . . . . . . . . . . . . . . . . . . . . . . .
Election Information . . . . . . 10 20 20 10 20 10 . 10 . . . 20 20 20 20 30 50 50 70 - . . . . . . . . . . . . . . . . . . . . . . .
Voter . . . . . . . 10 20 10 20 10 . . . . . 30 30 30 30 20 40 60 60 90 - . . . . . . . . . . . . . . . . . . . . . .
Highway Information . . . . . . . . . 20 10 10 . . . . . . . . . 20 10 . . 10 10 - . . . . . . . . . . . . . . . . . . . . .
DMV Records Information . . . . . . 10 20 10 10 20 10 . 10 . . . 20 20 20 20 30 40 20 30 40 30 60 - . . . . . . . . . . . . . . . . . . . .
Driver and Vehicle Services . . . . . . 10 20 . 10 10 10 . 10 . . . 10 10 10 10 30 30 10 20 30 20 60 90 - . . . . . . . . . . . . . . . . . . .
Cities and Counties . . . . . . . . . 30 . 10 10 10 10 10 10 10 . . . . 10 20 20 10 10 30 10 10 - . . . . . . . . . . . . . . . . . .
Local Government . . . . . . 10 10 10 30 20 10 . 10 . . . 20 10 10 10 20 40 30 50 50 40 20 30 20 50 - . . . . . . . . . . . . . . . . .
Executive . . . . . . . . 30 50 50 30 30 20 30 30 20 20 10 10 10 10 30 20 30 30 30 20 20 10 40 70 - . . . . . . . . . . . . . . . .
History 10 . . . . . . . . 20 10 10 . . . . . . 10 10 10 20 20 10 . 10 10 40 10 10 20 20 20 - . . . . . . . . . . . . . . .
Virginia Map Center . . . . . . . . . . . . . . . . . . . . . . . 10 . . . 50 30 30 30 . . 40 - . . . . . . . . . . . . . .
Moving to Virginia . . . . . . . 10 . . . . . . . . . 10 10 10 10 10 10 20 10 10 10 20 10 20 20 . . 50 50 - . . . . . . . . . . . . .
Travel . . . . . . . . . . . . . . . . . . . . . . . 10 . . . 30 10 10 20 . . 60 80 70 - . . . . . . . . . . . .
Tourism . . . . . . . . . . . . . . . . . . . . . . . 10 . . . 20 . . 20 . . 60 70 80 90 - . . . . . . . . . . .
Visit Virginia . . . . . . . . . . . . . . . . . . . . . . . 10 . . . 20 . . 20 . . 60 70 80 90 100 - . . . . . . . . . .
Plan Your Trip . . . . . . . . . . . . . . . . . . . . . . . 10 . . . 20 . . 20 . . 60 70 80 90 100 100 - . . . . . . . . .
Libraries 20 30 20 20 20 20 20 20 20 . 10 . . . . . . 20 30 30 30 10 30 30 20 20 20 10 10 . 30 20 20 20 10 10 10 10 10 10 - . . . . . . . .
Museums . 10 . . . . . . . . . . . . . . . 10 10 10 10 . . . . . . 10 . . 20 . . 50 40 40 60 60 60 60 40 - . . . . . . .
Arts and Culture . 10 . . . . . . 10 . . . . . . . . 10 10 10 10 . . . . . . 10 . . 20 . . 50 30 40 50 50 50 50 50 90 - . . . . . .
State Parks . 10 . . . . . . 10 . . . . . . . . 10 20 20 20 10 10 10 . . . 10 . . 20 . . 60 30 40 50 50 50 50 60 80 90 - . . . . .
Commonwealth Calendar 10 10 . . . . . 10 10 . . . . . . . . 20 30 30 30 20 20 20 10 10 10 . 10 10 . . . 30 10 10 10 10 10 10 30 30 30 40 - . . . .
Online Services 10 . . . . . . . . 10 . . . . . . . . . . . 10 10 10 20 10 10 20 . . 20 20 20 20 . . . . . . 10 . . . 10 - . . .
Media 10 . . . . . . . 10 10 . . . . . . . . . . . 10 . . . . . 30 . . 20 10 10 30 10 10 10 10 10 10 10 10 10 10 30 60 - . .
Blog 10 . . . . . . . 10 10 . . . . . . . . . . . 10 . . . . . 20 . . 10 10 10 20 . . . . . . . . . . 40 60 90 - .
Facebook 10 . . . . . . . 10 10 . . . . . . . . . . . 10 . . . . . 20 . . 10 10 10 20 . . . . . . . . . . 40 60 90 100 -
©2013 CapTech Ventures, Inc. All rights reserved. #CTVWebContent 12

13. User Experience
Usability Testing
Usability testing allows projects teams to vet the Supposing is good, but
effectiveness of an interface design against real users finding out is better.
prior to deployment thereby mitigating the potential - Mark Twain
risks to project budget and timeline.
Empirical
• One-on-one sessions with a user & investigator
Objective
• Interested in a user’s actions, not their opinion
Portable
• Can be performed in most conference rooms
Quantifiable
• Discrete metrics measure performance…
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14. User Experience
Usability Test Results
200 100%
150 80%
60%
100
40%
50 20%
0 0%
1 - Find info 2 - Find 3 - Find the 4 - Find 5 - Info on 6 - Find 7 - Renew 8 - Find VA 9 - Find state 10 - Find a 11 - Find 12 - Find 13 - Find 14 - Find info
on State educational governor's Library of starting a VATax's your driver's employment job openings list of state VA529 voter fishing on the
Parks info on homepage VA's business homepage license services holidays information registration license info symphony
Jamestown facebook info
page
Avg Task Duration - New Design Avg Task Duration - Existing Design Avg Sucess Rate - New Design Avg Success Rate - Existing Design
Success Rate (%) Avg Task Duration (sec) SUS Score
Round 1 95% 23.1 88%
Round 2 95% 28.1 93.75%
Round 3 98% 21.8 93.75%
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15. User Experience
Design Considerations
• User Surveys
• Requirements / Use Cases
• Content Analysis / Card Sorts
• Web Analytics
• Commonwealth Web Standards
• 508 Accessibility Standards
• Design Best-Practices / Heuristics
• Usability Testing (5 rounds)
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16. ©2013 CapTech Ventures, Inc. All rights reserved. #CTVWebContent 16

17. User Experience
Virginia.gov Mobile Design
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18. User Experience
Virginia.gov Mobile Design
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19. User Experience
Usability Testing (Round 5) – Mobile Design
Avg Success Rate (%) Avg Task Duration (sec)
100% 50
Avg Success Rate (%)
Avg Task Duration (sec)
95% 40
30
90%
20
85% 10
80% 0
Existing Desktop New Mobile Design New Desktop Design Existing Desktop New Mobile Design New Desktop
Design Design Design
 Same scenario set was employed for five participants (2 iOS, 3 android)
 High fidelity prototype was again developed in Axure
 Average success rate was 95% with an average duration of 30.1 seconds
 Success rates for mobile average around 64% (Nielsen 9/26/2011)
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20. Customer Engagement
Key Strategies
Empower User Integrated Mobile Enterprise
Business Experience Content Presence Search
Multi Channel
Content Delivery and
Aggregation
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21. Integrated Content
Mapping Center
 Geolocation
 Key Landmarks
 Motor
vehicles, schools, hospi
tals, libraries, political
boundaries
 Author customizable
layers, symbology
©2013 CapTech Ventures, Inc. All rights reserved. #CTVWebContent 21

22. Integrated Content
Mapping Center - Mobile
 Geolocation
 Full screen map view
 Modal display for
layers
 Search for nearby
locations
©2013 CapTech Ventures, Inc. All rights reserved. #CTVWebContent 22

23. Integrated Content
Social
 Consolidation of a
disparate social presence
 Featured agency or
organization
 Owner selection of best
content
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24. Integrated Content
Calendaring
 Consolidated view of all public meetings
 Delegated calendar entry statewide
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25. Integrated Content
Governance and Workflow
 Permissions & Security  Staging & Preview
 Role based approval  In context editing with Page
Editor
 Email notification
Draft Awaiting Approval Approved
• Validation • Accept • Auto Publish
• Reject
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26. Integrated Content
Customer Management
 Centralized feedback
mechanism
 Provides Transparency
 Full circle feedback loop for
all inquiries
 Dynamics CRM in the
design and part of roadmap
©2013 CapTech Ventures, Inc. All rights reserved. #CTVWebContent 26

27. Customer Engagement
Key Strategies
Empower User Integrated Mobile Enterprise
Business Experience Content Presence Search
Common Assets
for an Enhanced
Mobile Presence
©2013 CapTech Ventures, Inc. All rights reserved. #CTVWebContent 27

28. Mobile Presence
Mobile Approach
 Reuse, Reuse, Reuse
 Information Architecture
is the cornerstone
 Separation of content
and presentation
 Single version of truth
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29. Mobile Presence
Mobile Approach - Reuse
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30. Mobile Presence
Mobile Approach – Device Detection
 Reuse, Reuse, Reuse
 Rules Based Approach
 Flexible engine for
device detection
©2013 CapTech Ventures, Inc. All rights reserved. #CTVWebContent 30

31. Mobile Presence
Mobile Approach - Experience
 Reuse, Reuse, Reuse
 Rules Based Approach
 Mobile Optimized
 Dedicated experience
 Technology standards
©2013 CapTech Ventures, Inc. All rights reserved. #CTVWebContent 31

32. Mobile Presence
Mobile Approach – Location Awareness
 Reuse, Reuse, Reuse
 Rules Based Approach
 Mobile Optimized
 Location Awareness
 Context sensitive data
©2013 CapTech Ventures, Inc. All rights reserved. #CTVWebContent 32

33. Customer Engagement
Key Strategies
Empower User Integrated Mobile Enterprise
Business Experience Content Presence Search
Enterprise Asset
Search and
SEO
©2013 CapTech Ventures, Inc. All rights reserved. #CTVWebContent 33

34. Enterprise Search
Enterprise Search and SEO
 Localized site search
 Federated crawl and index
across commonwealth assets
 190+ external domains
 Meta tagging for SEO
 Instant index updates
©2013 CapTech Ventures, Inc. All rights reserved. #CTVWebContent 34

35. Enterprise Search
Content Migration
 Fresh rewrite of content
 Leveraged domain Subject Matter Experts
 Direct alignment with new IA to enforce taxonomy and enforce SEO
 Migration of 3000 meetings
 Automated migration provides seamless transition
 Inventory up front then adjust according to IA results
©2013 CapTech Ventures, Inc. All rights reserved. #CTVWebContent 35

36. Blueprint for Transformation
 Clarify Intellectual Property Ownership
 Develop an exhaustive application inventory
 Understand complexity of services and data
 Define the Return on Investment and Net Present Value
(NPV)
 Establish a repeatable framework for conversion and
management of portfolio
©2013 CapTech Ventures, Inc. All rights reserved. #CTVWebContent 36

37. Summary
 One organization randomly
selected for digital solutions
consultation
 Survey immediately following
the webinar
 Webinar will be posted on
www.captechconsulting.com in
the next few days
©2013 CapTech Ventures, Inc. All rights reserved. #CTVWebContent 37

38. Thank you for attending our webinar:
Delivering an Enriched Customer Experience
across Multiple Channels
Brian Bischoff Jason Snook
Digital Solutions Group Lead User Experience Lead
bbischoff@captechconsulting.com jsnook@captechconsulting.com
(804) 301-0397 (804) 683-5585
www.captechconsulting.com - blogs.captechconsulting.com 38
©2013 CapTech Ventures, Inc. All rights reserved. #CTVWebContent