5. But governments are only disrupted by revolution
Insert picture of Marx in Highgate cemetery
6. E-government breaks all the rules of E-
Business
E-Government
• Monopoly with regulatory
protection
• Controls all of the supply
chain
• Can regulate demand
• Is based upon a
permanence of
bureaucratic process
E-Business
• Seeks to gain competitive
advantage
• Disrupts established
supply chains
• Opens up previously
untapped demand
• Is agile and responsive to
change
7. You become the business you measure
• Picture of chernobyl
10. Service Design Principals
• Good service design depends on a good
understanding of your customer are
• Good service design depends on understanding
how your customers currently use your product
and comparative products in the market
• Good service design is evidence based
• Good service design is based upon iterative
improvements
• Good service design will enable the business to
meet its objectives
11. Design process - Outcomes v Intent
• Outcome orientated design is better suited for
making specific changes to a website
• The process identifies key KPI’s that require
changing and sets parameters for success
• Through utilising usability studies and in some
cases A/B testing it identifies specific elements
of a site that need changing
• The changes are implemented and measured
against the KPIs that have been determined as
part of the process.
12. Outcome orientated design – Payments
pages rebuild
Usability review
• Cluttered design
• Unclear instructions and field labelling
• Too many “ejector seat levers” – user could leave
the transaction process without being aware
• Lack of clear focus on the payment process
• Unnecessary steps and features
• Unclear error handling and messages
14. Homepage
•New uncluttered design
throughout:
left and right hand
navigation columns have
been removed allowing
customers to focus on
payments process
•Payment links on
homepage now sorted into
logical groups
•Security information
clearer and listed in one
place
16. Account summary and
amount to pay
•Brown boxes removed
throughout system as they
focussed users attention
away from other important
items
•System now automatically
strips out other symbols
from the amount to enter
box
•Increased accessibility by
removing JavaScript
function that automatically
focused and selected the
contents of the “pounds”
field
18. Payment details
•Card details layout
changed and made clearer
•Select card type drop
down added and accepted
cards shown
•Start date/issue number”
advice moved next to
relevant field
•Address information
separated into separate
fields and clearly labelled
20. Payment success
•Main heading changed
from “Pay” (which gave
impression user still had
something to pay)
•Transaction reference
number clearly displayed
•Transaction summary
presented in a table
•Downloadable receipt
provided
•New information on how to
correct a mistake
•Clear call to actions on
what to do next
22. Approach
Capt ur i ng Camden’ s r esi dent s r equi r ement s
• Street surveys
Reach unengaged
• Focus groups
Gener at e i deas
• Home interviews
Under st and exper i ences
• Usability testing ‘in situ’
Obser ve behavi our & i dent i f y i ssues
• Create a research report & supporting documentation
23. Research
What di d we l ear n?
• Key improvements in website usability & visual design will
significantly assist user engagement & productivity
• Digital service delivery innovation should target leisure and library
services first
• Transparency of decision-making and conflict resolution improves
understanding and positive sentiment
• Digital channels can improve on the ability to resolve tasks
26. Research
How do we cont i nue t o l ear n?
• Interviews
pr ovi de deep under st andi ng of compl ex
exper i ences
• Create and evolve personas
t o under st and goal s and behavi our s acr oss
common gr oups of r esi dent s
• Create user journeys
t o under st and sent i ment and mi ndset dur i ng
ser vi ce use
27.
28. Design
What ar e t he 3 gui di ng pr i nci pal s of t he
user exper i ence?
1. Crystal clear: Luci d and t r anspar ent
2. Don’t call on the phone to action: Enabl i ng easy
t ask r esol ut i on onl i ne. No unnecessar y
di ver t i ng t o ot her channel s
3. Keep in touch: Feel i ng connect ed and
i nf or med
29.
30.
31.
32. Nobody knows anything…
• 73% of the test group rated the general look and feel of
the new design as Excellent
• But when asked to perform tasks relating to planning the
majority of participants expressed uncertainty as to
which area of the website they should be going to.
• “Business”, “Community & living”, “Council &
democracy”, “Education”, “Environment”, “Housing”,
“Leisure”, “Policing & public safety”, “Social care &
health” and “Transport & streets”—might house the
Planning area.
• It took them 57 seconds (on average)to find out.
34. until you go live
• The headings in the main navigation dropdown menus
were missed by participants
• Analysis of the eye-tracking data that we captured during
the
• testing reveals that most participants did not read the
• headings that appear at the top of the main navigation
• dropdown menus, namely “Popular” and “In this section”.
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Spoke to approximately 50 residents
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