User is king - #ittinget

The user is King !

(and Queen)!!

Sarah Richards!goodcitizencommunications.com!@escmum

Users… they are

everywhere!!

Government

People

Government

www.gov.uk/government/publications/directgov-2010-and-beyond-revolution-not-evolution-a-report-by-martha-lane-fox

1. Create GDS 2. Fix publishing 3. Fix transactions 4. Go wholesale

@escmum

Create GDS!!

Fix publishing!

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The problem with

publishing!!

“What’s the government’s policy on Afghanistan?”

@escmum

Foreign Office

British Embassy in Kabul

Ministry of Defence

Department for International Development

Number 10

Stabilisation Unit

Home Office

Cabinet Office

Deputy PM

“I don’t know what the government’s policy is on Afghanistan”

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Fix publishing!

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Sarah Richards

Sarah Richards

The process

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Content design team

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simpler!

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gov.uk/designprinciples @escmum

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Government should only do what only government can do

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Content !cull!

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As a…!I want to…!So that….

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As a daughter!I want to find out how I can get an LPA!So that I can take care of my sick mother’s affairs

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clearer!

gov.uk/designprinciples/styleguide @escmum

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For citizens advice… it’s the same.

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Ben GDS

3. Design with data

1RUPDOO\��ZHâUH�QRW�VWDUWLQJ�IURP�VFUDWFK�ċ�users are already using our services. This means we can learn from real world behaviour. We should do this, but we should make sure we continue this into the build and development process — prototyping and testing with real users on the live web. We should understand the desire paths of how we are designing with data and use them in our designs.

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faster!

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Game time

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Type your point in here

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Fix transactions!

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!

Book a driving test£6.62 - post£4.11 - phone£0.22 - online

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http://transactionsexplorer.cabinetoffice.gov.uk @escmum

@escmumhttp://transactionsexplorer.cabinetoffice.gov.uk

@gdsteamSarah Richardshttps://www.gov.uk/service-manual @escmum

1. Create GDS 2. Fix publishing 3. Fix transactions 4. Go wholesale

@escmum

The benefits!

GDS saved!

£500 million

£42 million

Sarah Richards @escmumSarah Richards

A good content strategy can keep people out of jail

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Sarah Richards @escmum

Sarah Richards @escmum

Sarah Richards @escmum

Sarah Richards @escmumSarah Richards

Digital transformation

is culture change!

“Is this from government....? But I understand it....”

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“... just wanted to encourage the gov.uk team... the information is clear and easily understood by a numpty like me... Can I vote for you in the next election?”

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“This site is a breath of fresh air for a government website. !

“Clear, easy to read, uncluttered, straightforward. I found what I wanted to know straight away thank you.”

@escmum

action: reading it !

problem: it's full of lies and untruths !

action: Reading this !

problem: Government Policy

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The other side!

Sarah Richards @escmum

Helps over 2m people a year 3,300+ locations 2m more on the phone 16m visits online 22,200+ volunteers !

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Sarah Richards @escmum@escmum

Sarah Richards @escmum

Most users have an iPhone !

People leave quickly !

Professional users

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Sarah Richards @escmum

GDS audience: everyone in the UK !

Task: sort out a problem/get information

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Sarah Richards @escmum

Citizens Advice audience: everyone in the UK !

Task: sort out a problem/get information

@escmum

As a…. I want to… So that….

Sarah Richards @escmum@escmum

Advice is

hard Sarah Richards @escmum@escmum

People don’t know what the problem is

Sarah Richards @escmum@escmum

“What happens when a garage was meant to fix your car but made it worse?”

Sarah Richards @escmum@escmum

No money

Sarah Richards @escmum@escmum

Sarah Richards @escmum@escmum

I need help because… I… (cause) and…. (effect)

Sarah Richards @escmum@escmum

Sarah Richards @escmum

I need help because… I have no money (cause) and I can’t pay the bailiffs at my door (effect)

@escmum

1. What do I do with those bailiffs?

2. What are my rights?

Sarah Richards @escmum@escmum

1. What’s the cause of ‘no money’?

2. How can I fix that?

Sarah Richards @escmum@escmum

Strategy: !

Provide advice in the way it will be best consumedSarah Richards @escmum@escmum

Strategy: !

Leave the organisation with a system and the skills to create and maintain a world-class digital solution

Sarah Richards @escmum@escmum

Users !never stop!

!

Still to learn...!

Everything

Sarah Richards @escmum

Sarah Richards!goodcitizencommunications.com!@escmum