The document discusses strategies for promoting user-centered design (UCD) practices within government organizations on a long-term basis. It outlines an approach inspired by John Kotter's work on leading organizational change, including assessing readiness for change, developing and communicating a vision, establishing urgency, making visible changes through a website redesign, and sustaining changes by formalizing processes and continuing education. A case study of the Washington Department of Licensing's transition to UCD is presented, which improved usability, processes, and culture over two years.

1. Making Government User-Centered Managing UCD projects to promote change Suzanne Boyd and Emma Rose UPA Conference 2008

2. Two scenarios about the way that UCD can take hold in organizations Petunia - annual Peony - perennial Peony by flickr user: Mandana Mexican Petunia by flickr user: Scilit

3. As UCD experts in government you make things usable . . . Rules Web sites & applications Letters

4. But often changes to the products are fleeting

5. To make change stick we need more than UCD methods Culture Processes People

6. How can we create lasting change? Peony by flickr user: Mandana Mexican Petunia by flickr user: Scilit Inspired by the work of John Kotter

7. Case Study WA Department of Licensing

9. Integrated Based on “Usability Maturity Model: Human Centredness Scale by J. Earthy. 1998 Level Organizational Indicators Before UCD Usability maturity Unrecognized We don’t have a problem with usability. Recognized We understand the business benefits of improving usability. Considered We consider user needs and are training staff in UCD techniques. Implemented We involve users throughout all stages of the development process. We integrate UCD into an iterative development process. Institutionalized UCD is fully embedded in our culture and processes.

11. Before UCD E-government Online services Separation of applications from content does not make sense for users. News News was prominent. Content is important to agency, but not to users. Org chart information architecture Structure of the site mimics org chart.

12. After UCD E-government

14. Based on “Usability Maturity Model: Human Centredness Scale by J. Earthy. 1998 Level Organizational Indicators Usability maturity Recognized We understand the business benefits of improving usability. Considered We consider user needs and are training staff in UCD techniques. Implemented We involve users throughout all stages of the development process. Integrated We integrate UCD into an iterative development process. Institutionalized UCD is fully embedded in our culture and processes. Fast forward 2 years Unrecognized We don’t have a problem with usability.

15. The Journey

17. Assess Readiness Backlit by flickr user: quas

19. Develop and communicate a vision There is a fissure in my vision by flickr user: LunaDiRimmell

20. Develop and communicate a vision Imaginable: What will it look like? Desirable: Why should we do this? Feasible: Is it possible? Focused: How will we do it? Flexible: Will it work for us? Communicable: How will we talk about it?

23. Communicate the plan Develop a memorable visual Show where you are

25. Research and align goals Business goals Improve customer service Reduce administrative costs Improve the efficiency of web authoring process Increase staff knowledge of UCD

26. Research and align goals User goals Business & business professionals General public Government Legislature State agencies DOL employees People who have a driver’s license People who own a vehicle Consumers People getting their first license Job seekers Troubled drivers (DUI, speeding) Researchers, Media, Students Lawyers Moving in/ out of state People starting a business Banks & financial institutions Professionals licensed by DOL Businesses that do things with vehicles Small businesses < 25 employees

27. Establish a sense of urgency © Arne Naevra (Norway)

30. Change the web site Flickr user: sei won’t pay for censorship

32. Iterative design Evaluate Design

33. Card sort & information architecture

34. Phone usability study Test information architecture

35. High fidelity HTML prototype

36. Branding and visual design

37. Branding and visual design Each design was evaluated by management Feedback was specific and focused just on branding We analyzed feedback for themes and communicated changes to the designer

39. Tracking content development

41. Sustain and produce more change Rainers Pilze by flickr user: public_oberberg

43. Don’t declare victory too soon! Victory by flickr user: sgatto

45. Analytical Usability metrics Cost savings Support costs 30% Emotional 27.1 82.5 55.4 System usability score 37 Difference 78% 41% Average success rate New site Old site Measure

46. Analytical Emotional &quot;Outstanding Job, talk about ease of access. We are truly getting to the place of being a transparent agency.&quot; Staff quotes Awards In fact, the Department of Licensing recently unveiled a new website designed around a common sense, easy to navigate approach, making it easier for businesses to find the information they need, when they need it. Governor’s 2006 Workforce and Economic Development Conference (As Written) Personal endorsements “ easy,” “informative,” “useful,” “logical,” “easy to navigate,” “ user-friendly,” “simple” User voices & video clips