Ausgo Emerging Tech 012511

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Austin Open Government Online

Emerging Technology and Telecommunications CommitteeBriefing 1/25/2011

 “Incorporating transparency as a core value in the design and

execution of the new City of Austin Web site.” 

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Phase 1 Research

Site Intercept Survey

Quantitative survey of random visitors to the site

A total of 1,228 site visitors responded

Participants queried on purpose of their visit andtheir role in community

Identify specific volunteers for In-DepthInterviews (IDIs)

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Phase 1 Research

Site Intercept Survey Findings

71% of users self identified as Residents

The site is well-used by City employees (17%)

Business users (7%) high frequency users

Mobile users of the site are "up and coming" andthe design must account for them

Customer personas were partially generated by

this research

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Phase 1 Research

In-Depth Interviews

26 one-on-one interviews with Austin residents

Topics included:

User expectations

Unmet needs

Current behavior (ex. preference for search vs.browsing)

Homepage design Comparison against three peer cities (Boston, San

Francisco, Kansas City)

Card sort exercise

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Phase 1 Research

In-Depth Interviews Findings

Website must offer consistent and obviousnavigations options through search and browse

Navigation menu should be clear and consistent

at the top of every page

Site architecture should be based on a hierarchyof user needs determined by user group

identification roles

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Phase 1 Research

Product Gap Analysis

Online survey sampling random site visitors, ane-mail list and a research panel, generating3,478 completed surveys

Tested 90 individual pieces of informationalcontent, features and functionality comprisingproposed and existing features

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Phase 1 Research

Product Gap Analysis Findings

Critical gaps must be addressed prominently onthe site

"Very important" elements must be highly visible

within the role-based tabs

Evaluate remaining needs against a list of userprioritized recommendations

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Phase 1 Research

End User Needs Focus Groups

Facilitated focus groups with internal andexternal end users.

End User Needs Findings Content should be organized from the reader's point of view

Information architecture should be based on identifiedcustomer groups not City organizational structure

Content must be current and maintained without conflict orduplication.

Accessed by common and popular features, including searchand filtered search results.

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Phase 1 Research

Content Analysis Focus Groups

Three facilitated group sessions with City Webliaisons across departments

Respondents identified obstacles to content

creation/publishing and tools to enhance contentcreation

Website usages stats were analyzed against this

feedback

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Phase 1 Research

Usability Focus Groups

Two online bulletin boards were conducted:

Group 1 – 18-54 year old Austin residents

Group 2 – 55+ year old Austin residents

Respondents were recruited across a broad spectrum of identified City of Austin website user groups

Public vetting of design concepts Online polling

Blog/Social Media comments

Comment cards

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Version X homepage

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3

1. Most feel page design is well done, it isattention grabbing and represents Austin

2. Placement of ‘Select a Service’ and ‘INeed To’ is buried

3. Several question necessity of duplicativenavigation, especially at the expense of cluttering the page

4. Mixed response to 360 image. Many want

rotating picture so one image doesn’thave to say it all

5. Execution of Daily News is improved overcurrent site, however several want newson separate page

6. Search is considered a must have. Several

recommended making more prominent7. Mixed response to icon execution. Many

like concept of roll-over to save space and

minimize clutter. Others feel you maymiss something if you have to roll-over tounderstand

8. Image placement and treatment helps settone for website. Good introduction topage and site

9. Contextually, Connect, Find, Explore isclear to most

10. Colored background aides readability

11. City seal makes site look more ‘official’ 

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Customer Analysis Gap Analysis

Product Gap

Content Analysis Social Media

InformationArchitecture

Brand/Design Web Standards & 

Policies

Technology Plan

Project Plan

Governance Plan

Phase 1 Research

All completed reports are available on AustinGO.org