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Users get everywhere, don't they? This presentation covers the GOV.UK content story at Beta to live and some work for Citizens Advice, the UK's largest advice-giving charity.
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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
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Create GDS!!
Fix publishing!
!
The problem with
publishing!!
“What’s the government’s policy on Afghanistan?”
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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!
!
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
1. Create GDS 2. Fix publishing 3. Fix transactions 4. Go wholesale
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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.”
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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
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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)
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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?
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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
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Users !never stop!
!
Still to learn...!
Everything
Sarah Richards @escmum
Sarah Richards!goodcitizencommunications.com!@escmum
