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.

1. The user is
King !
(and Queen)!

2. Sarah Richards!
goodcitizencommunications.com!
@escmum

3. Users…
they are
everywhere!

5. Government

6. People
Government

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

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

10. Create GDS!
!

12. Fix
publishing!
!

13. The problem
with
publishing!
!

14. “What’s the
government’s policy
on Afghanistan?”
@escmum

15. Foreign Office

16. British Embassy
in Kabul

17. Ministry of
Defence

18. Department for
International
Development

19. Number 10

20. Stabilisation Unit

21. Home Office

22. Cabinet Office

23. Deputy PM

24. “I don’t know what the
government’s policy
is on Afghanistan”
@escmum

25. Fix
publishing!
!

26. Sarah Richards

27. Sarah Richards

28. The process
@escmum

29. @escmum

30. @escmum

31. Content design team
@escmum

32. @escmum

33. @escmum

34. @escmum

35. @escmum

36. @escmum

37. @escmum

38. @escmum

40. simpler!
@escmum

41. gov.uk/designprinciples @escmum

42. @escmum

43. Government should
only do what only
government can do
@escmum

44. @escmum

45. @escmum

46. @escmum

47. @escmum

48. @escmum

49. Content !
cull!
@escmum

50. As a…!
I want to…!
So that….
@escmum

51. 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
@escmum

52. @escmum

53. @escmum

54. @escmum
clearer!

55. gov.uk/designprinciples/styleguide @escmum

56. @escmum

57. @escmum

58. For citizens advice… it’s the same.
@escmum

59. @escmum

60. @escmum

61. 3. Design with data
1RUPDOOZHâUHQRWVWDUWLQJIURPVFUDWFKċ
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.
@escmum

62. @escmum

66. faster!
@escmum

67. Game time
@escmum

68. Type your point in
here
@escmum

69. @escmum

70. @escmum

71. @escmum

72. Fix
transactions!
@escmum

73. !
Book a driving test
£6.62 - post
£4.11 - phone
£0.22 - online
@escmum

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

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

76. httpSs:a//rwahw wR.igchoav.rudks/service-manual @egsdcsmteuam

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

78. The
benefits!

79. GDS saved
!
£500 million
£42 million
Sarah Richards Sa@raehs cRmicuhmards

80. A good content
strategy can keep
people out of jail
@escmum

81. Sarah Richards @escmum

82. Sarah Richards @escmum

83. Sarah Richards @escmum

84. Sarah Richards Sa@raehs cRmicuhmards

88. Digital
transformation
is culture
change!

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

90. “... 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?”
@escmum

91. “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

92. action: reading it
!
problem: it's full of lies and
untruths
!
action: Reading this
!
problem: Government Policy
@escmum

93. The other
side!

94. Helps over 2m people a
year
3,300+ locations
2m more on the phone
16m visits online
22,200+ volunteers
!
Sarah Richards @escmum

95. Sarah Richards @escmum

96. Most users have an iPhone
!
People leave quickly
!
Professional users
Sarah Richards @escmum

97. GDS audience:
everyone in the UK
!
Task:
sort out a problem/get
information
Sarah Richards @escmum

98. Citizens Advice audience:
everyone in the UK
!
Task:
sort out a problem/get
information
Sarah Richards @escmum

99. As a….
I want to…
So that….
Sarah Richards @escmum

100. Advice
is
hard
Sarah Richards @escmum

101. People don’t know
what the problem is
Sarah Richards @escmum

102. “What happens when
a garage was meant
to fix your car but
made it worse?”
Sarah Richards @escmum

103. No money
Sarah Richards @escmum

104. Sarah Richards @escmum

105. I need help because…
I… (cause)
and…. (effect)
Sarah Richards @escmum

106. I need help because…
I have no money (cause)
and I can’t pay the bailiffs at
my door (effect)
Sarah Richards @escmum

107. 1. What do I do with
those bailiffs?
2. What are my
rights?
Sarah Richards @escmum

108. 1. What’s the cause
of ‘no money’?
2. How can I fix that?
Sarah Richards @escmum

109. Strategy:
!
Provide advice in the
way it will be best
consumed
Sarah Richards @escmum

110. Strategy:
!
Leave the organisation with
a system and the skills to
create and maintain a
world-class digital solution
Sarah Richards @escmum

111. Users !
never stop!
!

112. Still to
learn...!

113. Everything
Sarah Richards @escmum

114. Sarah Richards!
goodcitizencommunications.com!
@escmum