Creating Better Customer Experiences Online (with Top Tasks) presented by Gerry McGovern on Dec. 4th, 2013 @itworks

Creating better customer
experiences online
Brussels,
Brussels Dec 4 2013
4,
Gerry McGovern
y
gerry@customercarewords.com
www.customercarewords.com

@gerrymcgovern

Kreftforeningen jobber med å forbedre sitt tilbud på nett.

Tasks

Total Vote

% of T t l
f Total
Vote 22950

Cumulative
C
l ti
Vote

Cumulative
C
l ti
Tasks

1346
951
876
860
820

5.9%
4.1%
3.8%
3 8%
3.7%
3.6%

5.9%
10.0%
13.8%
13 8%

1.3%
2.5%
3.8%
3 8%

17.6%

5.1%

21.1%

6.3%

710
634
585
560
513
501
490
488
452
451

3.1%
2.8%
2 8%
2.5%
2.4%
2.2%
2.2%
2.1%
2 1%
2.1%
2.0%
2.0%

24.2%
27.0%
27 0%
29.6%
32.0%
34.2%
36.4%
38.5%
38 5%
40.7%
42.6%
44.6%

7.6%
8.9%
8 9%
10.1%
11.4%
12.7%
13.9%
15.2%
15 2%
16.5%
17.7%
19.0%

440
429
423

1.9%
1 9%
1.9%
1.8%

46.5%
46 5%

20.3%
20 3%

48.4%
50.2%

21.5%
22.8%

416

1.8%

52.0%

24.1%

398

1.7%

53.8%

25.3%

Treatment of Cancer (therapies , adverse effects , risks,
1 prognosis)
2 Symptoms of cancer

Preventing cancer - what can you do?
ti
h t
d ?
3 P
4 Cancer (symptoms, prognosis, treatment)
5 Research (latest results)

Top 25%

Choosing a hospital for cancer treatment (waiting times,
6 best deals)
7
8
9
10
11
12
13
14
15
16
17
18
19
20

Patients
P ti t - what rights do you have?
h t i ht d
h
?
Relatives - how to deal with it?
Waiting times (treatment, reconstruction, rehabilitation)
Nutrition and diet to prevent cancer
Examining yourself - this is how you do it
Ask professionals for advice (e mail phone chat)
(e-mail, phone,
Children and young people with cancer
Suspicion of cancer
Mass screenings (mammograms, prostate, cervix)
Life after cancer treatment (return to work and everyday
)
Diagnoses (various cancers)
Doctor Visit - what to think about and ask?
Norwegian Labour and Welfare Administration and
hospitals
Classes and groups for people with cancer and their
families

26-50%
26 50%

51-75%

7.0%

6.0%

Vote

5.0%

4.0%
4 0%

3.0%

2.0%

1.0%

0.0%
1

6

11

16

21

26

31

36

41

Tasks

46

51

56

61

66

71

76


Tasks
60 Volunteer
61 Give gift to the Cancer Society
62
63
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
79

The Varde center (opening hours, contact details,
quotations)
Local offices of the Cancer Society
Aids (prostheses, wigs)
Online shop (Pink Ribbon, Livestrong bands)
p(
,
g
)
Employees of the Cancer Society
Sexuality and cancer
Press releases
Vacancies
Donation in connection with funeral
Annual statement for tax return
Testament - help with writing will/testament
Businesses - how to support the Cancer Society?
Change / register information about the donor /
membership
Starting a collection
Annual report of the Cancer Society
Memory Gift ("In memory of ...")
Legacy gift (how to give )
Tax deductions for donations to the Cancer Society

Total Vote

% of Total
Vote 22950

Cumulative
Vote

Cumulative
Tasks

99
92

0.4%
0.4%

96.7%
97.1%

75.9%
77.2%

76
74
73
64
61
49
47
35
26
25
25
23

0.3%
0.3%
0.3%
0.3%
0.3%
0.2%
0.2%
0.2%
0.1%
0.1%
0.1%
0.1%

97.4%
97.8%
98.1%
98.3%
98.6%
98.8%
99.0%
99.2%
99.3%
99.4%
99.5%
99.6%

78.5%
79.7%
81.0%
82.3%
83.5%
84.8%
86.1%
87.3%
88.6%
89.9%
91.1%
92.4%

19
18
16
13
11
11

0.1%
0.1%
0.1%
0.1%
0.0%
0.0%

99.7%
99.8%
99.8%
99.9%
100.0%
100.0%

93.7%
94.9%
96.2%
97.5%
98.7%
100.0%



From 5,000 to 1,000 pages (80% decrease)



70% increase in one-time donations



88% increase in monthly donors registered



164% increase in members registered



348% increase in incoming links
g



80% increase in visitors

45 to 6
5,000 to 1,000
5 000 t 1 000

The World’s Very
First W b i
Fi Website (1992)

2013

2013 Best
Design of
g
the Year

£10 billion savings: 2012 / 2013

We focus on
user needs
needs.

O t s £10bn, G S as been
Of this £ 0b , GDS has bee
responsible for over £500m.

“What’s helped us achieve that? In
p
large part it’s because at GDS we
focus on user needs Relentlessly
needs. Relentlessly.
This might sound at odds with a drive
towards efficiency, but we have found
it to be the best way to reduce cost.”
cost
Mike Bracken, Digital Director, GDS

✓Deleted 50% of all content
✓Use of the Loan calculator
increased by 236%

✓Traffic to the most important
product information and services
increased by 520%

“Just get rid of the crappy stuff
and focus on the good stuff ”
stuff.”
“We make progress by eliminating
We
things, by removing the superfluous.”

35
6 December 2013

© 2011 - Customer
Carewords Ltd

87%

Telenor –
reduction of pages





Total pages reduced from 4,000
p g
,
to 500
Conversion rate 100% up
C
i
t
Emails to customer service down
by 35% (key channel)
Customer satisfaction ratings up
36

37
6 December 2013

© 2011 - Customer
Carewords Ltd

49

Country surveys /
reviews / reports
Compare country
statistical data
Statistics on one
particular topic
Browse a
publication
online for f…

11

6

Top 20 Tasks
Tasks
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20

Country surveys / reviews / reports
y
y
p
Compare country statistical data
Statistics on one particular topic
Browse a publication online for free
Working papers
Publication by topic
Basic facts, summaries and overviews
Statistics on one particular country
Statistical forecasts / projections
Access to raw data
International guidelines and standards (corporate
governance,
governance tax havens, etc )
havens etc.)
Statistical sources and methods
What's new (hot topics, recent publications, events)
OECD policy advice by topic, country
OECD Annual Report
Publication by country
y
y
Best practice in policy implementation
Publication by title
Simple, easy-to-understand tables and graphs
News releases

Total Vote

% of Total
Vote 31800

Cumulative
Vote

Cumulative
Carewords

2178
1960
1869
1610
1530
1478
1379
1285
1210
1051

7%
6%
6%
5%
5%
5%
4%
4%
4%
3%

7%
13%
19%

1%
3%
4%

24%

6%

29%
33%
38%
42%
46%
49%

7%
9%
10%
11%
13%
14%

1025
1019
1004
843
784
746
739
614
613
542

3%
3%
3%
3%
2%
2%
2%
2%
2%
2%

52%
55%
58%

16%
17%
19%

61%

20%

64%
66%
68%
70%
72%
74%

21%
23%
24%
26%
27%
29%

Top 25%

26-50%
26 50%

51 75%
51-75%

Bottom 20 Tasks
Total Vote

% of Total
Vote 31800

Find a local library with OECD publications
How OECD i t
H
interacts with non-member countries
t
ith
b
ti
Subscriptions to OECD services
Photos / images / videos
OECD Annual Forum / Ministerial Council Meeting
Have your say (public consultation and participation)
How OECD is funded (budget)
How peer review works
Find OECD officials (secretary-general, directors,
ambassadors)
Acronyms, abbreviations
Personalize the website (MyOECD)
Press conferences (calendar, accreditation)

92
92
90
80
73
71
70
60

0%
0%
0%
0%
0%
0%
0%
0%

97%
97%
97%
97%
98%
98%
98%
98%

73%
74%
76%
77%
79%
80%
81%
83%

59
57
56
56

0%
0%
0%
0%

99%
99%
99%
99%

84%
86%
87%
89%

Find a local bookshop / distributor for OECD publications
Publishing rights and permissions
What's involved in OECD membership
Secretary-General speeches and activities
S
t
G
l
h
d ti iti
Find OECD locations
Tours of the OECD
Hotels near OECD locations
Password problems

51
45
44
39
38
37
24
23

0%
0%
0%
0%
0%
0%
0%
0%

99%
99%
99%
100%
100%
100%
100%
100%

90%
91%
93%
94%
96%
97%
99%
100%

Tasks
51
52
2
53
54
55
56
57
58
59
60
61
62
63
64
65
66
67
68
69
70

Cumulative
Vote

Cumulative
Carewords

‘From the start, our entire
From
g
business--from design to
manufacturing to sales--was
oriented around listening to the
customer, responding to the
customer, and delivering what
t
d d li i
h t
the customer wanted ’
wanted.
Michael Dell

“Streamline"
“St
li "
experience
Prevent
"distractions"
distractions

Meet the Google guys!

New Improved Search

Sergey B i
S
Brin

Google is delighted to announce
the launch of our new improved
search. It’s now even easier to
search on our website. Read More

Google News!
Google Primes for Mobile Search Surge
Google launches iGoogle Artist Themes
Google Lets AdWords Users Buy TV Ads
Google Ads Street View To Driving Directions
Google looking to map the abyss

WELCOME TO OUR
WEBSITE!!

Places
Pl

Populated
Area

FVCS

Large Metro
Area

Capital Cities
Of Canada

Useless
Links

Stuff
Infinity &
Beyond

Tools

FAQS

Content

Slow Links

Tasks Pie Chart

44

1

2

3

4
5
6
7
8

Top 25%

26-50%
26 50%

51 75%
51-75%

20

14

Shortlist
Possible complications of a
Check symptoms
y p
condition / disease
Basic facts about conditions / How is a condition
diseases
diagnosed?
Rate my hospital, GP,
Book an appointment online chemist, etc
Get advice from a doctor /
nurse (phone, website chat,
email)
Can I get this on the NHS?
What to do based on your
symptoms
s mptoms
Safe se / famil planning
sex family
Best place to go for help (GP,
A & E, clinic, walk-in centre, Description of operation /
pharmacist)
procedure
When to seek urgent medical Things to do to improve
attention
chances of recovery
Choose best place to get
treatment based on what
Get your medical records
other patients say
online
How a condition / disease
Health issues related to ageshould be treated
group
Compare hospitals on
convenience (location,
What d i
Wh to do in a medical
di l
parking, public transport,
ki
bli
emergency
visiting hours)

Get test results online
Opening times (GPs, clinics,
chemists)
Can I treat this myself?
Seriousness of a condition /
disease (prognosis)
Diet, food and nutrition
Compare hospitals based on
quality of care (infection
rates, MRSA, surgical errors,
death rates)
Contact details for hospitals,
GPs, gyms, etc
Treating common health
problems at home
Choose a GP that's right for
you
Tips for coping with a
condition / disease
Medicine / Drug guide (side
effects, interactions,
effects interactions pill
identifier, dosage)

How different treatments
work
Cost of treatment
Appointment reminders
Treatment success rate
Other illnesses with
symptoms like this

Compare treatment options
Drug-free treatments
(counseling, therapy, yoga)
Reduce your risk
Different types of a condition
/ disease
di
Find support groups,
helplines
Travel health (emergencies,
immunisation,
immunisation European
Health Insurance Card)

Talk to a health professional
(phone, website chat, email)

Shortlist

Get a second opinion
Further research (statistics
(statistics,
Order prescription medicines clinical trials, books,
online
websites)
Causes of a condition /
Feeling happier / overcoming
disease
sadness
Change your lifestyle (fitness, Body Mass Index (BMI)
weight, smoking, drinking)
calculator
Health check up
Look up a medical term
(medical dictionary)
Living with a condition /
disease
Avoiding and preventing
disease

Facts on alternative medicine
Effects on my family
Compare hospital waiting
times
Myths about conditions /
diseases

Find out how healthy you are Care and treatment at home
Is a condition / disease
Warning signs
infectious?
Other conditions / diseases
Screening, scans, testing
linked to a condition
Help with day-to-day
management of your
condition / disease
News about the NHS

Family history / genetic
predisposition
Check if a health story in the
Find specialists / consultants news is true
Support to lead a healthy
lifestyle
Vaccines
Find a hospital / clinic for a
particular operation or
Share stories / experiences
condition
with others in your situation
Medical equipment (devices,
First Aid guide
gadgets, aids)
Risks associated with
What to ask my Doctor
lifestyle
Get an information
Dealing with stress
prescription
Get
G t news updates (email,
d t (
il
Know your rights
text)
Support available (legal,
What services does my
benefits, costs, work, home
help)
chemist provide?
Latest health news (research,
expert articles, new
Learn how others changed
medicines)
their lifestyle
Risks / side effects
associated with a treatment

Longlist
Browse over a dozen
doctor written and
reviewed (yet easy to
read) medical
90 days with StayQuit
encyclopedias
A Guide for Healthy
Cable Television
Nutrition
Programs
A&E
Calculators
Access to healthcare
Calculators (Body mass
abroad
index, cost of smoking)
Calculators (Body mass,
heart attack risk calorie
risk,
Activity and Menu Planners burn)
Addictions
Caregiving
Adults
Case studies
Advice if you've had
unprotected sex or a
Check your symptoms and
contraception mishap
get personalised advice
Advocacy
Children
Aging
Children's Health

Alcohol
Al h l
Alcohol
All about medicines
All A-Z topics
All directories
All Live Well
g
Allergies
Alphabetic List of Specific
Diseases / Disorders
Answer Yes or No
Answers to hundreds of
your common health
questions
Answers t thousands of
A
to th
d f
your common health
questions
Appointments

Choosing a F il D t
Ch
i
Family Doctor
Chronic Diseases
Clinical Trials
Clinical Trials
Clinician, health
professional resources
Cold and flu advice
Commissioned services

Common health questions
Community

Community A-Z

Community Calendar
Community Health Center

Sources for Longlist
1. Organization strategy
2.
2 Stakeholder reviews
3. Existing website
4. Top search terms (annual)
5.
5 Most visited pages files (annual)
pages,
6. Competitor or peer websites
7. T di i
Traditional / social media
l
i l
di
8. Customer feedback / research

NO GOALS
•
•
•
•
•

I'd like to be happier
I'd like to have more energy
I'd like to improve my family's health
I'd like to sleep better
Live well

4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20

l
ta

m
al

To

3

Fe

2

Check symptoms
Basic facts about conditions / diseases
Book an appointment online
Get advice from a doctor / nurse (phone, website chat,
email)
What to do based on your symptoms
Best place to go for help (GP, A & E, clinic, walk-in
centre, pharmacist)
When to seek urgent medical attention
Get your medical records online
How a condition / disease should be treated
H
diti
di
h ld b t
t d
What to do in a medical emergency
Opening times (GPs, clinics, chemists)
Seriousness of a condition / disease (prognosis)
(p g
)
Compare hospitals based on quality of care (infection
rates, MRSA, surgical errors, death rates)
Contact details for hospitals, GPs, gyms, etc
Treating common health problems at home
Choose a GP that s right for you
that's
Tips for coping with a condition / disease

3%
3%
4%

5%
4%
3%

5%
4%
4%

3%
2%

3%
3%

3%
3%

3%
2%
3%
2%
%
2%
2%
2%
2%
2%
1%

3%
2%
2%
2%
%
2%
2%
2%
2%
2%
2%

3%
2%
2%
2%
%
2%
2%
2%
2%
2%
2%

2%
2%
1%
2%
2%

2%
2%
2%
1%
2%

2%
2%
2%
2%
2%

M

Tasks
1

al
e

e

NO DEMOGRAPHICS

NO TOOLS / FORMATS
•
•
•
•
•
•
•
•

Calculators
Interactive Health Tutorials
Medical Podcasts
Personal Health Tools
Picture slideshows
Podcasts
Surgery Videos
Videos

NOT TOO HIGH
•
•
•
•
•
•
•
•

Facts and Figures
Conditions
C diti
Diseases
Find
Fi d services
i
Frequently asked health questions
Injury Prevention
I j
P
ti
Medical conditions
Mind, B d
Mi d Body, & S i it
Spirit

NOT TOO LOW
•
•
•
•
•
•

Emergency contraception
E
t
ti
Nonprofit Agencies
Poems and stories about h lth
P
d t i
b t health
Cancer
Diabetes
Di b t
Walk-in centres

DISEASES / CONDITIONS
•
•
•
•
•
•
•

Different types of a condition / disease
How is a condition diagnosed?
Is a condition / disease infectious?
Myths about conditions / diseases
Other conditions / diseases linked to a
condition
Seriousness of a condition / disease
(prognosis)

NO OVERLAPS
In researching a condition / disease what 5 factors are most important to you?

Tasks

Duplicate

Book your GP appointment
online

appointment

Let me book an appointment

appointment

Make an appointment
Remind me when it's time for
my appointment

appointment
appointment

Request an appointment

appointment

Class

Source

Find services /
experts
patients.co.uk
Find services /
experts
user goals doc
Find services /
experts
mayoclinic.com
Living With
user goals doc
Find services /
experts
netwellness

Internal
I t
l
Source

NO DEMOGRAPHICS
Tasks
Where can I find a diabetes
clinic?
Which Health Screenings Do
You Need?
Women
Women's health
Women's Health
Womens Health Information
Work gyms and performance
Workplace health
Your guide to the science in the
news

Duplicate Class

Source
user goals doc

Women
Women
Women
Women

Health.yahoo.com
familydoctor.org
bbc health
webmd.com
healthsites.co.uk
healthsites co uk
NHS Choices
NHS Choices
NHS Choices

Internal
Source

AVOID REPETITION
•
•
•
•
•
•
•
•
•
•
•

Health bookshop
Health Calculators
Health check
Health Check Tools
Health directory
Health encyclopaedia
Health expert advice
Health Journals
Health Library
Health News
Health tools

Maximum 4
tasks that
begin with
the same
word

COMPLETE
Find a job
Find my nearest (school, library, etc)
Freedom of information, privacy
Grants, funds and awards
Housing
Leisure activities (parks, open spaces,
greenways)
Licences and permits
Markets (locations, times, types)
News
Parking (fines, car parks, park and ride,
residents, blue badges, ParkWise)
Planning (application, advice, building control,
development, permission)
Pollution control (air, land, water, substances)
Procurement, tenders, contracts
Records office (genealogy family history
(genealogy,
history,
census, archives, ancestry)

Find my local council
Forms
Funerals, burials, cremations and cemeteries
Hospitals, health authorities
Land and property (sales charges personal
(sales, charges,
search, register)
Libraries
Maps of Lancashire (MARIO)
Minorities support
Older people (residential care, day centres,
services)
Payments to council (bills, invoices)
Policies (equality and diversity, accessibility,
social inclusion, transport, safety)
Press releases (media enquiries)
Ranger services
Recycling centres (sites, times)

Top 20 Tasks
Tasks
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20

Total Vote

% of Total
Vote 16320

Cumulative
Vote

Cumulative
Carewords

Find a job
Hospitals, health authorities
Waste collection and management (household bins,
g
(
,
refuse, bulky, recycling)
Emergency services (fire, rescue, police, ambulance)
Teachers (recruitment, retention, training, courses)
Libraries
Roads and highways faults (flooding, potholes, street
lights, gritting)
Leisure activities (parks, open spaces, greenways)
Council tax
Culture (museums, galleries, heritage, historic buildings,
sites, monuments)
School opening (term, holiday other closure dates)
(term holiday,
Recycling centres (sites, times)
Tourism (attractions, photographs, areas of outstanding
natural beauty)
Anti-social behaviour (vandalism, ASBoB)
Timetables (public transport, journey planner,
(p
p ,j
yp
,
TravelWise)
Conservation (ecology, nature, forestry, woodlands)
Childcare (safeguarding, advocacy, family support)
Street cleaning (litter, graffiti, flyposting)
School admissions, places (primary, secondary)
Maps of Lancashire (MARIO)

1207
781

7%
5%

7%
12%

1%
2%

674
651
625
589

4%
4%
4%
4%

16%
20%

3%
4%

24%

5%

28%

7%

494
424
389

3%
3%
2%

31%
33%
36%

8%
9%
10%

378
378
324

2%
2%
2%

38%
40%
42%

11%
12%
13%

322
314

2%
2%

44%
46%

14%
15%

305
283
247
243
242
231

2%
2%
2%
1%
1%
1%

48%
50%
51%

16%
17%
18%

53%

20%

54%
56%

21%
22%

Top 25%

26-50%
26 50%

51 75%
51-75%

ONE TASK
•
•
•
•

Choose a Doctor, find a clinic
Drugs info, symptom checker
info
Nutrition and Fitness
News and events

• Avoid acronyms
y
• Max 7 words / 55 chars

1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20

Check symptoms
email)
Best place to go for help (GP A & E clinic walk-in
(GP,
E, clinic,
centre, pharmacist)
What d i
Wh to do in a medical emergency
di l
(p g
)
Choose a GP that's right for you

Fe
m
al
e
To
ta
l

Tasks

M
al
e

Gender
3%
3%
4%

5%
4%
3%

5%
4%
4%

3%
2%

3%
3%

3%
3%

3%
2%
3%
2%
2%
2%
2%
2%
2%
1%

3%
2%
2%
2%
2%
2%
2%
2%
2%
2%

3%
2%
2%
2%
2%
2%
2%
2%
2%
2%

2%
2%
1%
2%
2%

2%
2%
2%
1%
2%

2%
2%
2%
2%
2%

Top 25%

26-50%
26 50%

51 75%
51-75%

2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20

Check symptoms
email)
centre, pharmacist)

es
t
rk
sh
ire
Ea
st
M
id
W
la
es
n
t M ds
id
Ea
la
st
nd
s
En of
gl
an
d
Lo
nd
on
So
ut
h
Ea
So
st
ut
h
W
To
es
t
ta
l

W

Yo

or
th
N

N

Tasks
1

or
th

Ea

st

Region
5%
4%
3%

4%
2%
4%

6%
4%
3%

5%
4%
2%

4%
4%
3%

3%
5%
3%

4%
3%
4%

5%
4%
4%

5%
4%
4%

5%
4%
4%

3%
3%

3%
4%

3%
4%

4%
4%

4%
3%

3%
4%

3%
3%

3%
3%

4%
3%

3%
3%

1%
3%
2%
2%
2%
1%
2%
2%
3%
1%

3%
3%
2%
2%
2%
3%
2%
3%
2%
2%

2%
2%
2%
2%
1%
2%
2%
2%
2%
1%

3%
3%
2%
2%
4%
2%
1%
2%
2%
3%

3%
2%
2%
2%
2%
2%
2%
2%
2%
2%

2%
2%
3%
2%
2%
2%
1%
2%
3%
2%

3%
2%
2%
2%
2%
2%
2%
2%
1%
2%

2%
2%
2%
3%
2%
2%
2%
2%
2%
1%

2%
2%
3%
2%
2%
3%
2%
1%
2%
2%

3%
2%
2%
2%
2%
2%
2%
2%
2%
2%

1%
2%
3%
1%
2%

3%
2%
2%
1%
2%

2%
1%
2%
2%
2%

2%
1%
1%
2%
2%

1%
2%
2%
2%
1%

1%
1%
2%
1%
2%

2%
3%
2%
2%
1%

1%
2%
2%
1%
2%

2%
1%
2%
2%
2%

2%
2%
2%
2%
2%

Top 25%

26-50%
26 50%

51 75%
51-75%

2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20

Check
Ch k symptoms
t
email)
centre, pharmacist)
Choose a GP that s right for you
that's

pe
rv
is
Sk
or
ill
y
ed
m
O
an
th
ua
er
l
m
an
N
ot
ua
in
l
w
or
To
k
ta
l

gm
t
Su

M

M
gm

te
r.

In

er
ig
h
H

H

Tasks
1

ea

lth

pr

of

t

Occupation
4%
3%
3%

5%
4%
5%

5%
5%
4%

5%
4%
4%

6%
4%
3%

4%
2%
4%

3%
3%
3%

5%
4%
4%

3%
3%

3%
4%

3%
4%

4%
3%

3%
3%

4%
3%

4%
2%

3%
3%

4%
2%
2%
2%
2%
2%
2%
2%
2%
1%

2%
2%
3%
3%
1%
3%
1%
2%
2%
2%

3%
2%
2%
2%
2%
2%
2%
2%
2%
2%

3%
2%
2%
2%
2%
2%
4%
1%
2%
2%

3%
3%
2%
2%
2%
2%
2%
3%
2%
2%

2%
2%
2%
2%
2%
2%
2%
2%
1%
2%

2%
2%
3%
2%
2%
3%
1%
1%
2%
2%

3%
2%
2%
2%
2%
2%
2%
2%
2%
2%

1%
2%
1%
1%
2%

3%
2%
2%
2%
1%

2%
2%
2%
2%
2%

2%
3%
1%
2%
1%

2%
1%
2%
1%
2%

2%
2%
1%
2%
1%

2%
1%
1%
2%
2%

2%
2%
2%
2%
2%

Top 25%

26-50%
26 50%

51 75%
51-75%

2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20

Check symptoms
y p
email)
y
y p
centre, pharmacist)
(p g
)
g
p

ta
l
To

or
o
65

55

-6

4

4
-5
45

35

-4

4

4
-3
25

18

Tasks
1

-2

4

ve
r

Age
5%
2%
3%

5%
4%
4%

4%
5%
4%

5%
3%
4%

2%
4%
4%

3%
3%
2%

5%
4%
4%

4%
3%

4%
3%

3%
4%
%

3%
3%

3%
3%

3%
1%
%

3%
3%

3%
1%
2%
2%
%
2%
2%
2%
3%
1%
2%

3%
2%
2%
2%
%
2%
2%
2%
2%
1%
2%

3%
2%
2%
2%
%
2%
2%
2%
2%
2%
2%

1%
3%
3%
3%
%
2%
2%
2%
2%
2%
1%

2%
2%
4%
2%
%
2%
3%
1%
1%
3%
1%

3%
4%
3%
2%
3%
2%
1%
2%
2%
1%

3%
2%
2%
%
2%
2%
2%
2%
2%
2%
2%

1%
2%
2%
2%
1%

2%
3%
2%
2%
1%

2%
1%
2%
2%
2%

1%
1%
1%
2%
2%

3%
1%
2%
2%
2%

2%
1%
1%
2%
2%

2%
2%
2%
2%
2%

Top 25%

26-50%
26 50%

51 75%
51-75%

During treatment for a
stomach ulcer, Deborah
t
h l
D b
h
Knifton was devastated to
find out that she had
stomach cancer At the age
cancer.
o 0, s e ad surgery
of 40, she had su ge y to
remove her stomach.

Step 1: Determine Tasks

Determine 6
D t
i 612 f
frequently
tl
used tasks.
d
k
110

Task Question Checklist
1.

Based on top tasks
p

2.

Repeatable

3.

Representative & typical—fix it,
fix many
y

4.

Universal—everyone can do it

5.

One task, one unique answer

6.
6

Does not contain hidden clues

7.

Not Search Engine Optimized
g
p
111

Task Q
T k Question Checklist
ti Ch kli t
8.
8

Emotionally neutral

9.

Not confidential

10.

Clearly different from other tasks
y

11.

Independent from other tasks

12.

Immediately doable on website

13.

Short – 30 words or less

14.

No change within testing period

112

Tasks Pie Chart

49

Country surveys /
reviews / reports
i
/
t
Compare country
statistical data
Statistics on one
Statistics on one
particular topic

Top 25%

Browse a
publication
publication
online for f…

26-50%
26 50%

51 75%
51-75%

11

6

Task 1 1 Japan
What are the OECD’s latest recommendations
regarding Japan’s health-care system?
Japan s health care
Task 2 2 Vietnam
In 2008, was Vietnam on the list of countries that
received official development assistance?
i d ffi i l d
l
t
i t
?
Task 3 3 Heart
Did more males per capita die of heart attacks in
Canada than in France in 2004?
Task 4 4 Teacher
What i th l t t
Wh t is the latest average starting salary, in US
t ti
l
i
Dollars, of a primary school teacher across OECD
countries?
Task 5 5 Employ
What is the title of Box 1.2 on page 73 of OECD
Employment Outlook 2009?

116

Step 2: Recruit Participants

Recruit 5-18
R
it 5 18
representative
p
people
117

Remote Measurement Sessions
1. Record session
2. “We are not measuring you”
3. Measure time for each task.
4. Observe problems and successes.
5. No “think aloud”, no discussions
118

Task 5 – Box 1.2 Employment
What is the title of Box 1.2 on page 73 of OECD Employment Outlook
p g
p y
2009?

Task Performance

Task Performance
Indicator (TPI) 100 Max
Median time on task (sec) =

215

Optimal time on task (sec) =

81

9

Subscribers and readers at subscribing institutions
Government officials with accounts
Accredited journalists
Non-subscribers: browse online version for free
Non-subscribers: purchase a copy

Task 5 performance =
k
f

Excellent (80‐100)
(
)

TPI = 97

Browse free publication: What is the title of Figure 1.1 on page 17 of OECD
Browse free publication: What is the title of Figure 1 1 on page 17 of OECD
Employment Outlook 2012?

Success/Failure Rates

Completion Time

Good

Minor Time Issue

Major Time Issue

Critical Time Issue

0‐2.25 x Target

2.25‐3.25 x Target

3.25‐5.75 x Target

Above 5.75 x Target

* All Failure times treated as 300 seconds

Unpaid leave
Task 5 You’d like to take six months off work to
You d
travel the world (without resigning).
You've worked with HSBC for four years.
Do you qualify?
Completion rate 56%
Disaster rate 17%
Completion time 81 seconds
Optimal time 27 seconds
= 5+5+5+6+6 seconds
Home Page >
HR Procedures Manual Home Page >
“L” Index >
Leave - unpaid leave >
L
id l
Answer (Sabbatical Leave page)
Task Performance
20%
Indicator (TPI)
Frequency 17 per HSBC employee per year

136

TOP TASKS
@
Making downloading
software easier
Gerry McGovern
y
gerry@customercarewords.com
www.customercarewords.com

@gerrymcgovern

240m

4.2m

3m

3m

annual visits
to Cisco.com

social reach

mobile web
visitors

73m

2m

customer app
Downloads*
(6x YoY)

organic search
referrals

social media
mentions

1.3m

1.4m

paid search
click-throughs

social referrers
to Cisco.com

2%

55%

91%

341%

Cisco.com

Social Reach

Mobile Phones

Tablets

Source: Cisco SiteCatalyst & other internal metrics.
© 2010 Cisco and/or its affiliates. All rights reserved.

Cisco Confidential

143

Continuous Improvement

Identify
Top
Tasks

Measure
Top
Tasks

Task
Based
Support

Tasks Voting Trends
Tasks
Download software, firmware, drivers, patches, updates
Configure / set up a product (tech guides, notes, how2 to's)
3 Troubleshooting (bug fixes, diagnostics, guides)

491
983
1474
1966
Voters Voters Voters Voters
8%

8%

9%

9%

9%
7%

8%
8%

8%
8%

8%
7%

Install / upgrade / migrate (tech guides, notes, examples)

6%

6%

6%

5%

Top 25%

Support (TAC) service requests (case creation, tracking)
Maintain / operate (tech guides, notes, examples)
Network design (tech guides, notes, examples)
8 Service, support options available for my product
Product and technical communities (troubleshooting,
9 developer, learning)

6%
4%
5%
3%

5%
4%
4%
4%

5%
4%
5%
3%

5%
4%
4%
4%

26-50%

3%

3%

3%

3%

Support alerts (new drivers, patches, software, security)
Networking certification requirements (CCIE, CCNP,
CCNA)
Talk / chat online with a support person
Compatibility / interoperability (software, hardware,
version)
Training (courses, calendar, locations)
Products by specific technical requirements (capacity,
bandwidth, dimensions)
Pre-purchase technical information (datasheets,
whitepapers, requirements)
Solutions to match business needs (work remotely,
improve productivity, secure my business)

2%

3%

3%

3%

2%
3%

2%
2%

2%
2%

3%
2%

2%
2%

2%
2%

2%
2%

2%
2%

2%

1%

2%

2%

1%

2%

2%

2%

2%

2%

1%

1%

1%
1%

1%
1%

1%
1%

1%
1%

1%

1%

1%

1%

1

4
5
6
7

10
11
12
13
14
15
16
17

Networking certification status, maintenance and renewal
Warranties
Configure a product or service for the purpose of
20 researching or ordering
18
19

51-75%

Tasks Pie Chart

43

Download
software,
software
firm…
Configure / set
up a pr…
Top 25%

Troubleshootin
g (bug fi…

26-50%

51-75%

15

6

2010
15 St
Steps
Downloading S ft
D
l di Software
for 7920
280 seconds approx

Path 1

7

“I’m assuming that one of
these is the one I want.
want.”

Path 1

15

“There are a lot of steps
before you get to download”

k
f

Very Good

Download firmware: Obtain the latest firmware for your RV082 router
compatible with Version 3 hardware.

Success Rate Comparisons

August 2011

February 2012

TPI = 75

k
f

Very Good

compatible with Version 3 hardware.

Completion Time Comparisons
C
l ti Ti
C
i

Good Minor Major Critical

TPI = 75

Words Per Search

2007

2009

2012

Search Click
Result Through

20 million clicks
650,000 searchers

1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25

42%
12%
8%
6%
5%
4%
3%
3%
3%
3%
1%
1%
1%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%

Source: http://www.techcrunch.com/2006/08/06/aol-proudly-releases-massive-amounts-ofuser-search-data/
Copyright © Gerry McGovern: www.gerrymcgovern.com

167

First 2 Search Results
45

40

42%

40

35

35

34%

30

30

25

25
20
20
15

15
10

8%

12%

10

5

5

0

0
1

2

1

Source: Accurately Interpreting Clickthrough Data as Implicit
Feedback (2005)
http://www.cs.cornell.edu/People/tj/publications/joachims_etal_05a.pdf

2

1,500 intranet searches

25,000

20,000

5% of searches = 35% of volume
15,000

10,000

Long Neck
5,000
5 000

0
1

78

155 232 309 386 463 540 617 694 771 848 925 1002 1079 1156 1233 1310 1387 1464

Search Performance Indicator
Rank
R k
1) Top 100-500 search terms

2) “Correct page” for each term
3) Search with each term
4) Score

Score
S

1
2
3
4
5
6
7
8
9
10
11 +

100
36
26
16
14
12
9
9
7
8
0

25,000

Search Term

20,000

classical studies
classical studies department
classical latin
classical greek
classics courses
classics department
classical studies diploma
l
i l t di di l
classical studies dept
classical studies website
classical studies webpage
classical greece
classical texts

15,000

10,000

5,000
5 000

Search
Volume
81
12
8
7
7
6
5
3
3
2
1
1

0
1

78

155 232 309 386 463 540 617 694 771 848 925 1002 1079 1156 1233 1310 1387 1464

“Most people
just look at the
first 3 4 words ”
3-4 words.”
Eyetrack III 2004
Nielsen 2011


Customer Satisfaction Survey
Our mission statement is to provide employees with the very latest and most accurate
marketing research so as to help them make better decisions. Headed by Martin …
www.organizationcentric.com/ - 9k - Cached - Similar pages

Customer Satisfaction Survey results
y

Customer Satisfaction Survey: tools for researchers
marketing research so as t help th
k ti
h
to h l them make b tt d i i
k better decisions. H d d b M ti …
Headed by Martin

Customer Satisfaction Survey introduction
www.organizationcentric.com/
www organizationcentric com/ - 9k - Cached - Similar pages

Welcome to the Customer Satisfaction Survey results

Customer Satisfaction Survey: how to interpret the data

Customer Satisfaction Survey team: meet the team

marketing research so as to help them make better decisions Headed by Martin …
decisions.


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