Embed Size (px)
Citation preview
(ex)GDS*
Putting users firstThe story of GOV.UK
Sarah Prag(Ex)Government Digital Service
GDS*Paul *Sarah
Who am I?
(ex)GDS
GDS*Paul *Sarah
What I’ll cover:
- Brief history of GDS & GOV.UK- Starting with user needs- Evidence & data- Creating content- User journeys- Continuous improvement
(ex)GDS
GDS*Paul *Sarah
A very brief intro to GDS and GOV.UK
Fix publishing
Fix transactions
Go wholesale
(ex)GDS
GDS*Paul GDS*Sarah
GDS*Paul GDS*Sarah
GDS*PaulSarah
Simpler
Clearer
Faster
(ex)GDS
GDS*Paul *Sarah (ex)GDS
GDS*Paul *Sarah (ex)GDS
GDS*Paul *Sarah (ex)GDS
GDS*Paul *Sarah (ex)GDS
GDS*PaulSarah
It’s big…
(ex)GDS
GDS*Paul *Sarah
It’s won things…
Design of the Year2013
D&Ad Awards2013
(ex)GDS
GDS*Paul *Sarah
£42 million
It’s saved some money…
In 2012/13
(ex)GDS
GDS*Paul *Sarah
It’s all down to understanding user needs
(ex)GDS
GDS*Paul *Sarah
User needs
(ex)GDS
GDS*Paul *Sarah (ex)GDS
GDS*Paul *Sarah
What are real people looking for?
How can you best meet that need?
Efficient for them… and for you
(ex)GDS
GDS*Paul *Sarah
Post: £6.62
Phone: £4.11
Online: £0.22
(ex)GDS
GDS*Paul *Sarah
Evidence
(ex)GDS
GDS*Paul *Sarah
Data from
existing sites
Google & other online tools
your call centre & other channels
(ex)GDS
GDS*Paul *Sarah
Helps you to
identify your priorities
fight your battles
choose the right language to use
(ex)GDS
GDS*Paul *Sarah (ex)GDS
GDS*Paul *Sarah (ex)GDS
GDS*Paul *Sarah (ex)GDS
GDS*Paul *Sarah (ex)GDS
GDS*Paul *Sarah (ex)GDS
GDS*Paul *Sarah (ex)GDS
GDS*Paul *Sarah
User stories
(ex)GDS
GDS*Paul *Sarah
Who’s the audience?
What’s the action?
Why do they want to do it?
(ex)GDS
GDS*Paul *Sarah
“As a _______ I want to ________so that I can ________”
(ex)GDS
GDS*Paul *Sarah
“As a self-employed person I want to file my tax returnso that I can avoid nasty fines.”
(ex)GDS
GDS*Paul *Sarah (ex)GDS
GDS*Paul *Sarah
Designing content
(ex)GDS
GDS*PaulSarah
Formats
(ex)GDS
GDS*PaulSarah
Answer
(ex)GDS
GDS*PaulSarah
Guide
(ex)GDS
GDS*Paul *Sarah
Smart Answer
(ex)GDS
GDS*Paul *Sarah
Content should be as short, simple and specific as possible
(ex)GDS
GDS*Paul *Sarah
Content should
define the audience
be ordered around what people need to know when
include enough information so the user can make a decision or take an action
(ex)GDS
GDS*Paul *Sarah (ex)GDS
GDS*PaulSarah
Front-load sentences with the important stuff
If it’s not essential, leave it out
Break it up. Use- short sentences and paragraphs- subheads- lists- active voice
(ex)GDS
GDS*Paul *Sarah (ex)GDS
GDS*Paul *Sarah
“But it has to be complicated for legal/policy reasons”
Not very often
(ex)GDS
GDS*Paul *Sarah
Write in the language used by real people
While taking account of language used by government
(ex)GDS
GDS*Paul *Sarah (ex)GDS
GDS*Paul *Sarah (ex)GDS
GDS*Paul *Sarah
Journeys
(ex)GDS
GDS*Paul *Sarah
Where is your user starting from?
What is their immediate need?
What are the previous/next steps they might need to take?
(ex)GDS
GDS*Paul *Sarah (ex)GDS
GDS*Paul *Sarah
Continuous improvement
(ex)GDS
GDS*Paul *Sarah (ex)GDS
GDS*Paul *Sarah
Steps through pension calculator
(ex)GDS
GDS*PaulSarah
User research
(ex)GDS
GDS*Paul *Sarah
Start with user needs
based on evidence & data
design specific, simple content
signpost likely next steps
continuously monitor & improve
(ex)GDS
GDS*Paul *Sarah
Useful links
Google Trends
GOV.UK Style Guide
GDS Design Principles
GDS Blog
(ex)GDS
