Session 2: content for services - what we've learned Kaye Sweeney, Mike Duffield, Andy Keen and Jane Eastwood

1. Cabinet Office
HMRC
Content for services:
what we’ve learned
Mike, Kaye, Andy and Jane

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Mike, Kaye, Andy and Jane
CATO
(Company Accounts
Tax Online)

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Mike, Kaye, Andy and Jane

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Mike, Kaye, Andy and Jane

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Mike, Kaye, Andy and Jane
150 screens

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Mike, Kaye, Andy and Jane
Completion time
416
minutes
60
minutes

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Mike, Kaye, Andy and Jane
PDF satisfaction rate
6%

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Mike, Kaye, Andy and Jane
CATO satisfaction rate
70%

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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

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Mike, Kaye, Andy and Jane
CATO’s
content story

11. From:
Mike, Kaye, Andy and Jane

12. To:
Mike, Kaye, Andy and Jane

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Mike, Kaye, Andy and Jane
Where it went wrong

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Mike, Kaye, Andy and Jane
Discovery and alpha
- What user needs?
- SME

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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 )

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Mike, Kaye, Andy and Jane

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Mike, Kaye, Andy and Jane

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“It’s legislation.
We can’t change it.”
Mike, Kaye, Andy and Jane

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Mike, Kaye, Andy and Jane

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Mike, Kaye, Andy and Jane
How we rescued it

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Mike, Kaye, Andy and Jane
User needs

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Mike, Kaye, Andy and Jane
The UX Board of Joy

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Mike, Kaye, Andy and Jane
WE
ED
S

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Mike, Kaye, Andy and Jane

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Mike, Kaye, Andy and Jane

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Mike, Kaye, Andy and Jane

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Mike, Kaye, Andy and Jane
Where are we now?

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Mike, Kaye, Andy and Jane
What next?