More Related Content Similar to Va gov webinar_v8 (20) Va gov webinar_v81. Delivering an Enriched Customer
Experience across Multiple Channels
1118 West Main Street IT Management Consulting
Richmond, Virginia 23230 Systems Integration
804.355.0511
Data Management
©2013 CapTech Ventures, Inc.
www.captechconsulting.com
blogs.captechconsulting.com
©2013 CapTech Ventures, Inc. All rights reserved. #CTVWebContent 1
2. Agenda
Introduction
Customer Engagement – Virginia.gov
Empower Business Users through Direct Ownership
Focus on a Premium User Experience
Feature Content Across Channels
Leverage Common Assets to Support All Mobile Devices
Enable Enterprise Search and Search Engine Optimization
Transformation Blueprint
Questions
©2013 CapTech Ventures, Inc. All rights reserved. #CTVWebContent 2
3. Introduction
Marcella Williamson Brian Bischoff Jason Snook
Director, Public Information and Managing Director, Digital Director, User Experience Offering
Communications Solutions Group Lead
Virginia Information
Technologies Agency (VITA) CapTech Ventures, Inc CapTech Ventures, Inc
©2013 CapTech Ventures, Inc. All rights reserved. #CTVWebContent 3
4. Customer Engagement
Key Strategies
Empower User Integrated Mobile Enterprise
Business Experience Content Presence Search
©2013 CapTech Ventures, Inc. All rights reserved. #CTVWebContent 4
5. Customer Engagement
Key Strategies
Empower User Integrated Mobile Enterprise
Business Experience Content Presence Search
Empower Business
Through Direct Ownership
©2013 CapTech Ventures, Inc. All rights reserved. #CTVWebContent 5
6. Empower Business
Business Situation
Previous site managed by 3rd party
Limited control of content, services, and communications
Goal of enabling state employees without extensive technical
training
Proposed solution allows for self management and governance not available with
previous solution
Result is a new state portal owned and managed by
commonwealth communication teams
CapTech, with its partners, provided a solution that met the
commonwealth’s current and evolving needs
©2013 CapTech Ventures, Inc. All rights reserved. #CTVWebContent 6
7. Empower Business
Commonwealth’s New Business Model
Managed Service -> Direct Ownership
Invest for longer term ROI
Ownership of platform, data, and content fuels compliance
Internal controls drive content changes
New hosting model with AIS Network
Best of breed technology
Enhanced mobile experience
©2013 CapTech Ventures, Inc. All rights reserved. #CTVWebContent 7
9. Customer Engagement
Key Strategies
Empower User Integrated Mobile Enterprise
Business Experience Content Presence Search
Focus on User Experience
©2013 CapTech Ventures, Inc. All rights reserved. #CTVWebContent 9
10. User Experience
A Data-Driven Approach to User Experience
Supposing is good, but
Quantitative metrics allow for… finding out is better.
• Discrete comparisons - Mark Twain
• Confident decisioning (“fix what’s broken”)
• User Experience benchmarks
• Focused support and change management
©2013 CapTech Ventures, Inc. All rights reserved. #CTVWebContent 10
11. User Experience
Content Analysis
Most Visited Pages
Constructing a content inventory of the site
• 2,392 total artifacts 1. Virginia.gov Home ✔
2. Online Services ✔
• 1,770 html artifacts 3. Search Results
• 114 physical pages 4.
5.
Agency Directory ✔
Government ✔
6. Contact
7. Business ✔
Understanding site web analytics data 8. State Job Opportunities ✔
• Visits - 9 million 9.
10.
Employment Services ✔
Before You Start a Business ✔
• Average # of pages per visit - 1.75 11. State Job Opportunities ✔
12. Education ✔
• Average time on site - 3 minutes 13. Internal Server Error (500)
14. Residents ✔
✔ - Included as a scenario in Usability testing
©2013 CapTech Ventures, Inc. All rights reserved. #CTVWebContent 11
12. User Experience
Information Architecture - Results
Ad
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Student Resources - . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Colleges and Universities 70 - . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Schools 80 90 - . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Pre K-12 80 90 100 - . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Private Schools 80 90 100 100 - . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Teachers 80 90 100 100 100 - . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Early Childhood Education 70 80 90 90 90 90 - . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Adult and Continuing Education 60 70 80 80 80 80 90 - . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Volunteering 10 10 10 10 10 10 10 10 - . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Economic Development . . . . . . . . 20 - . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Employment . . . . . . . . 40 50 - . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Workforce Services . . . . . . . . 30 70 80 - . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Pay and Benefits . . . . . . . . 30 40 70 70 - . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Running a Business . . . . . . 10 10 20 50 60 60 70 - . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Employer Requirements . . . . . . . . 30 60 70 70 80 90 - . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Starting a Business . . . . . . . . 30 60 70 70 80 90 100 - . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Workforce Development . . . . . . . . 30 70 60 80 70 80 90 90 - . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Citizens and Families 10 . . . . . . 10 10 10 10 . . . . . . - . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Seniors 10 . . . . . . 10 10 . 10 . . . . . . 90 - . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Children 20 . 10 10 10 10 10 20 10 . 10 . . . . . . 80 90 - . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Veterans 10 . . . . . . 10 10 . 10 . 10 . . . . 80 90 80 - . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Resources for the Disabled 10 . . . . . 10 20 . 10 10 10 10 10 . . . 30 40 30 50 - . . . . . . . . . . . . . . . . . . . . . . . . . . .
Health and Social Services . . . . . . 10 20 10 20 20 20 10 10 . . 10 20 30 30 40 70 - . . . . . . . . . . . . . . . . . . . . . . . . . .
Your Rights . . . . . . . 10 20 . 20 10 20 . . . . 30 40 40 50 30 50 - . . . . . . . . . . . . . . . . . . . . . . . . .
Taxes . . . . . . 10 20 20 10 10 . 10 20 10 10 10 30 20 20 20 20 40 50 - . . . . . . . . . . . . . . . . . . . . . . . .
Election Information . . . . . . 10 20 20 10 20 10 . 10 . . . 20 20 20 20 30 50 50 70 - . . . . . . . . . . . . . . . . . . . . . . .
Voter . . . . . . . 10 20 10 20 10 . . . . . 30 30 30 30 20 40 60 60 90 - . . . . . . . . . . . . . . . . . . . . . .
Highway Information . . . . . . . . . 20 10 10 . . . . . . . . . 20 10 . . 10 10 - . . . . . . . . . . . . . . . . . . . . .
DMV Records Information . . . . . . 10 20 10 10 20 10 . 10 . . . 20 20 20 20 30 40 20 30 40 30 60 - . . . . . . . . . . . . . . . . . . . .
Driver and Vehicle Services . . . . . . 10 20 . 10 10 10 . 10 . . . 10 10 10 10 30 30 10 20 30 20 60 90 - . . . . . . . . . . . . . . . . . . .
Cities and Counties . . . . . . . . . 30 . 10 10 10 10 10 10 10 . . . . 10 20 20 10 10 30 10 10 - . . . . . . . . . . . . . . . . . .
Local Government . . . . . . 10 10 10 30 20 10 . 10 . . . 20 10 10 10 20 40 30 50 50 40 20 30 20 50 - . . . . . . . . . . . . . . . . .
Executive . . . . . . . . 30 50 50 30 30 20 30 30 20 20 10 10 10 10 30 20 30 30 30 20 20 10 40 70 - . . . . . . . . . . . . . . . .
History 10 . . . . . . . . 20 10 10 . . . . . . 10 10 10 20 20 10 . 10 10 40 10 10 20 20 20 - . . . . . . . . . . . . . . .
Virginia Map Center . . . . . . . . . . . . . . . . . . . . . . . 10 . . . 50 30 30 30 . . 40 - . . . . . . . . . . . . . .
Moving to Virginia . . . . . . . 10 . . . . . . . . . 10 10 10 10 10 10 20 10 10 10 20 10 20 20 . . 50 50 - . . . . . . . . . . . . .
Travel . . . . . . . . . . . . . . . . . . . . . . . 10 . . . 30 10 10 20 . . 60 80 70 - . . . . . . . . . . . .
Tourism . . . . . . . . . . . . . . . . . . . . . . . 10 . . . 20 . . 20 . . 60 70 80 90 - . . . . . . . . . . .
Visit Virginia . . . . . . . . . . . . . . . . . . . . . . . 10 . . . 20 . . 20 . . 60 70 80 90 100 - . . . . . . . . . .
Plan Your Trip . . . . . . . . . . . . . . . . . . . . . . . 10 . . . 20 . . 20 . . 60 70 80 90 100 100 - . . . . . . . . .
Libraries 20 30 20 20 20 20 20 20 20 . 10 . . . . . . 20 30 30 30 10 30 30 20 20 20 10 10 . 30 20 20 20 10 10 10 10 10 10 - . . . . . . . .
Museums . 10 . . . . . . . . . . . . . . . 10 10 10 10 . . . . . . 10 . . 20 . . 50 40 40 60 60 60 60 40 - . . . . . . .
Arts and Culture . 10 . . . . . . 10 . . . . . . . . 10 10 10 10 . . . . . . 10 . . 20 . . 50 30 40 50 50 50 50 50 90 - . . . . . .
State Parks . 10 . . . . . . 10 . . . . . . . . 10 20 20 20 10 10 10 . . . 10 . . 20 . . 60 30 40 50 50 50 50 60 80 90 - . . . . .
Commonwealth Calendar 10 10 . . . . . 10 10 . . . . . . . . 20 30 30 30 20 20 20 10 10 10 . 10 10 . . . 30 10 10 10 10 10 10 30 30 30 40 - . . . .
Online Services 10 . . . . . . . . 10 . . . . . . . . . . . 10 10 10 20 10 10 20 . . 20 20 20 20 . . . . . . 10 . . . 10 - . . .
Media 10 . . . . . . . 10 10 . . . . . . . . . . . 10 . . . . . 30 . . 20 10 10 30 10 10 10 10 10 10 10 10 10 10 30 60 - . .
Blog 10 . . . . . . . 10 10 . . . . . . . . . . . 10 . . . . . 20 . . 10 10 10 20 . . . . . . . . . . 40 60 90 - .
Facebook 10 . . . . . . . 10 10 . . . . . . . . . . . 10 . . . . . 20 . . 10 10 10 20 . . . . . . . . . . 40 60 90 100 -
©2013 CapTech Ventures, Inc. All rights reserved. #CTVWebContent 12
13. User Experience
Usability Testing
Usability testing allows projects teams to vet the Supposing is good, but
effectiveness of an interface design against real users finding out is better.
prior to deployment thereby mitigating the potential - Mark Twain
risks to project budget and timeline.
Empirical
• One-on-one sessions with a user & investigator
Objective
• Interested in a user’s actions, not their opinion
Portable
• Can be performed in most conference rooms
Quantifiable
• Discrete metrics measure performance…
©2013 CapTech Ventures, Inc. All rights reserved. #CTVWebContent 13
14. User Experience
Usability Test Results
200 100%
150 80%
60%
100
40%
50 20%
0 0%
1 - Find info 2 - Find 3 - Find the 4 - Find 5 - Info on 6 - Find 7 - Renew 8 - Find VA 9 - Find state 10 - Find a 11 - Find 12 - Find 13 - Find 14 - Find info
on State educational governor's Library of starting a VATax's your driver's employment job openings list of state VA529 voter fishing on the
Parks info on homepage VA's business homepage license services holidays information registration license info symphony
Jamestown facebook info
page
Avg Task Duration - New Design Avg Task Duration - Existing Design Avg Sucess Rate - New Design Avg Success Rate - Existing Design
Success Rate (%) Avg Task Duration (sec) SUS Score
Round 1 95% 23.1 88%
Round 2 95% 28.1 93.75%
Round 3 98% 21.8 93.75%
©2013 CapTech Ventures, Inc. All rights reserved. #CTVWebContent 14
15. User Experience
Design Considerations
• User Surveys
• Requirements / Use Cases
• Content Analysis / Card Sorts
• Web Analytics
• Commonwealth Web Standards
• 508 Accessibility Standards
• Design Best-Practices / Heuristics
• Usability Testing (5 rounds)
©2013 CapTech Ventures, Inc. All rights reserved. #CTVWebContent 15
19. User Experience
Usability Testing (Round 5) – Mobile Design
Avg Success Rate (%) Avg Task Duration (sec)
100% 50
Avg Success Rate (%)
Avg Task Duration (sec)
95% 40
30
90%
20
85% 10
80% 0
Existing Desktop New Mobile Design New Desktop Design Existing Desktop New Mobile Design New Desktop
Design Design Design
Same scenario set was employed for five participants (2 iOS, 3 android)
High fidelity prototype was again developed in Axure
Average success rate was 95% with an average duration of 30.1 seconds
Success rates for mobile average around 64% (Nielsen 9/26/2011)
©2013 CapTech Ventures, Inc. All rights reserved. #CTVWebContent 19
20. Customer Engagement
Key Strategies
Empower User Integrated Mobile Enterprise
Business Experience Content Presence Search
Multi Channel
Content Delivery and
Aggregation
©2013 CapTech Ventures, Inc. All rights reserved. #CTVWebContent 20
21. Integrated Content
Mapping Center
Geolocation
Key Landmarks
Motor
vehicles, schools, hospi
tals, libraries, political
boundaries
Author customizable
layers, symbology
©2013 CapTech Ventures, Inc. All rights reserved. #CTVWebContent 21
22. Integrated Content
Mapping Center - Mobile
Geolocation
Full screen map view
Modal display for
layers
Search for nearby
locations
©2013 CapTech Ventures, Inc. All rights reserved. #CTVWebContent 22
23. Integrated Content
Social
Consolidation of a
disparate social presence
Featured agency or
organization
Owner selection of best
content
©2013 CapTech Ventures, Inc. All rights reserved. #CTVWebContent 23
24. Integrated Content
Calendaring
Consolidated view of all public meetings
Delegated calendar entry statewide
©2013 CapTech Ventures, Inc. All rights reserved. #CTVWebContent 24
25. Integrated Content
Governance and Workflow
Permissions & Security Staging & Preview
Role based approval In context editing with Page
Editor
Email notification
Draft Awaiting Approval Approved
• Validation • Accept • Auto Publish
• Reject
©2013 CapTech Ventures, Inc. All rights reserved. #CTVWebContent 25
26. Integrated Content
Customer Management
Centralized feedback
mechanism
Provides Transparency
Full circle feedback loop for
all inquiries
Dynamics CRM in the
design and part of roadmap
©2013 CapTech Ventures, Inc. All rights reserved. #CTVWebContent 26
27. Customer Engagement
Key Strategies
Empower User Integrated Mobile Enterprise
Business Experience Content Presence Search
Common Assets
for an Enhanced
Mobile Presence
©2013 CapTech Ventures, Inc. All rights reserved. #CTVWebContent 27
28. Mobile Presence
Mobile Approach
Reuse, Reuse, Reuse
Information Architecture
is the cornerstone
Separation of content
and presentation
Single version of truth
©2013 CapTech Ventures, Inc. All rights reserved. #CTVWebContent 28
29. Mobile Presence
Mobile Approach - Reuse
©2013 CapTech Ventures, Inc. All rights reserved. #CTVWebContent 29
30. Mobile Presence
Mobile Approach – Device Detection
Reuse, Reuse, Reuse
Rules Based Approach
Flexible engine for
device detection
©2013 CapTech Ventures, Inc. All rights reserved. #CTVWebContent 30
31. Mobile Presence
Mobile Approach - Experience
Reuse, Reuse, Reuse
Rules Based Approach
Mobile Optimized
Dedicated experience
Technology standards
©2013 CapTech Ventures, Inc. All rights reserved. #CTVWebContent 31
32. Mobile Presence
Mobile Approach – Location Awareness
Reuse, Reuse, Reuse
Rules Based Approach
Mobile Optimized
Location Awareness
Context sensitive data
©2013 CapTech Ventures, Inc. All rights reserved. #CTVWebContent 32
33. Customer Engagement
Key Strategies
Empower User Integrated Mobile Enterprise
Business Experience Content Presence Search
Enterprise Asset
Search and
SEO
©2013 CapTech Ventures, Inc. All rights reserved. #CTVWebContent 33
34. Enterprise Search
Enterprise Search and SEO
Localized site search
Federated crawl and index
across commonwealth assets
190+ external domains
Meta tagging for SEO
Instant index updates
©2013 CapTech Ventures, Inc. All rights reserved. #CTVWebContent 34
35. Enterprise Search
Content Migration
Fresh rewrite of content
Leveraged domain Subject Matter Experts
Direct alignment with new IA to enforce taxonomy and enforce SEO
Migration of 3000 meetings
Automated migration provides seamless transition
Inventory up front then adjust according to IA results
©2013 CapTech Ventures, Inc. All rights reserved. #CTVWebContent 35
36. Blueprint for Transformation
Clarify Intellectual Property Ownership
Develop an exhaustive application inventory
Understand complexity of services and data
Define the Return on Investment and Net Present Value
(NPV)
Establish a repeatable framework for conversion and
management of portfolio
©2013 CapTech Ventures, Inc. All rights reserved. #CTVWebContent 36
37. Summary
One organization randomly
selected for digital solutions
consultation
Survey immediately following
the webinar
Webinar will be posted on
www.captechconsulting.com in
the next few days
©2013 CapTech Ventures, Inc. All rights reserved. #CTVWebContent 37
38. Thank you for attending our webinar:
Delivering an Enriched Customer Experience
across Multiple Channels
Brian Bischoff Jason Snook
Digital Solutions Group Lead User Experience Lead
bbischoff@captechconsulting.com jsnook@captechconsulting.com
(804) 301-0397 (804) 683-5585
www.captechconsulting.com - blogs.captechconsulting.com 38
©2013 CapTech Ventures, Inc. All rights reserved. #CTVWebContent
Editor's Notes Bill Sapp to kickoff the agendaHousekeepingSubmit questions via the chat in the webex or via twitter Introduce Marcella as the business sponsor for the projectBrian Bischoff will lead discussionJason Snook, resident UX expert with a PhD in Human Computer Interaction Marcella will speak about this slide. Set the context for why this initiative was important.The Commonwealth of Virginia, prior to the 12/1/12 release of the new portal, had not directly managed communications and content on the official state website. The site was developed and managed over 13 years by a third party with limited control of content, services and communications by the commonwealth. In addition, other state agencies besides VITA were unable to fully engage the state portal to address their needs and communications. The commonwealth desired a solution that would enable state employees to access a web content management system that did not require extensive technical skills or training. This proposed solution would allow the commonwealth to easily manage its communications with agility never experienced before and also to present web content as certain agencies desired and not through an outside entity’s lens. CapTech was engaged to create this solution in Sitecore with commonwealth resources. The end result is a new state portal created with Sitecore technology and several Usability iterations that is controlled by commonwealth communication teams. This solution not only has provided the commonwealth with the ability to quickly manage its own message but also it has decreased the cost of web management to a small annual maintenance fee to Sitecore. CapTech and Sitecore provided a web solution that for the first time has provided the Commonwealth of Virginia a mechanism for directly controlling the communications of the Virginia.gov portal site. As marcella mentioned, this is a new business model for the stateTransition from a third party managed service to direct business ownershipROIInitial investment with lower operating costs rather than higher monthly service feesImprove self service by directing users to the correct online serviceImproved productivity – reduced time to update the site & coordination with 3rd partyOwnership of data helps drive continual improvements to siteMaintain security and enforce standards including section 508 and ADAInternal controls enables expedited content changes that reflect day-to-day needs of the organizationMention alerts during security or severe weatherVision of delegated content authoring – state-wide contributionHostingCommonwealth made the decision to a third-party for hostingMore flexible and reliable, quicker time to marketProvided increased flexibility to respond to demand in more of a cloud / pay for what you need modelBest of breed technologyDon’t forget about architectureDesign for resiliencyHighly available and fault tolerantSpeak to partnerships on the next slideEnhanced mobile experienceFocus on the medium that provides what citizens needSpeak to each of these in the context of savings, two column viewColumn 1 is the bulletsColumn 2 is the value/savings they get [Bischoff to lead]CapTech for methodologyWe partnered with Big River for creative design and brand servicesWe partnered with Sitecore for best of breed web content managementMention commonwealth of virginia’s engagement throughout the whole project. We partner with our clients on a daily basis to assist with transition along the way Quantitative metrics are an element other companies are either not using or not using effectively. Users got a 500 error 50,000 times over the past yearAverage page load time – 10.4 secondsThe first State Job Opportunities is under Government > Employee > Jobs. The second is under Business > Employment > JobsSearch was 3, 5, 9, and 14 on the list of top pagesPeople searched 10% of the timeMobile use was 2% Shout out to Big RiverSearch usage remained strong but tab usage decreased BischoffLeverage advanced browser features for a more personalized experienceGIS experts can create new data points and manage per their subject matter expertiseFully customizable symbology Bischoff Bischoff Bischoff- Role based security and permissions- Email notification for certain conditions (rejections, etc.) BischoffDon’t create two versions of content that you have to maintainBig advantages of sitecorevs other CMS platforms is the separation of content and presentation. Build upon the IA that your UX analysts like Jason Snook product and create content around the UI. Then build presentation for a variety of different formats that leverage the IA (desktop, mobile, printer friendly, rss, etc.) BischoffLeverage device detection. Mobile Device Detection module allow for customized rules for device targeting based on device characteristics. For example you may want all mobile phones to view a mobile optimized version of the site where tablets and standard browsers view the default layout BischoffDedicated browser and mobile experiences for that highly customized experience on mobile devicesEmbrace HTML5 and build on it with JQuery MobileHtml5 where appropriatejQuery mobile for a rich experience BischoffUtilize location awareness where appropriate. Mapping was a prime example. Find assets that are closest to your location. More than just a website…App inventoryTechnologyMission/ObjectiveCost or Revenue (+/-)Define the revenue stream to support NPV calculationsEstablish framework so you can crank throughportfolio over timeSpend money to save money