1. STRATEGIC TRANSFORMATION

2. Hello, We Are Sigma.
SHAUN GOMM CHRIS BUSH
Account Manager Head of User Experience
Sigma UK Sigma UK
JUSTIN DARLEY
Head of Training and Content Services
Sigma UK

3. TODAY IS A CONVERSATION
Themes
• Empowering people
• Advice and advocacy
• Recruiting volunteers
• Efficiency within the organisation
• Funding
Application through user journeys
• Innovation through delivery
• PET theory introduction
• User types
• Walkthrough of stories and examples of digital innovation
• Bureaux and Corporate needs

4. EMPOWERING PEOPLE
Providing advice
• Tailored advice.
• Channel independence.
• Decision-support tools (currently include budgeting, energy bills, etc.).
• One-to-many, experiential, advice.
Advocacy
• Mobilisation of groups of people to promote change.
• Dedicated tools.
• Creating communities.
• Provision of data to promote awareness (local, regional, national).
• Promotion of change based on credible evidence across all interactions.

5. RECRUITING VOLUNTEERS
Recruiting volunteers
• Increase user engagement
• Identify most engaged users
• Build relationships
• Transition to volunteers and beyond
Recruiting campaigners
• Led by corporate but not owned
• Form communities of interest
• Promote online and offline engagement
• Support and nurture knowledge transfer (Corporation <-> Bureaux <-> Public)
• Facilitate action
• Promote successes from the communities (Social proof)

6. ORGANISATIONAL EFFICIENCY
Improving efficiency
• Improved tools
• Improved knowledge sharing
• Peer to peer advice
• Increased levels of public engagement and mobilisation
• Regular opportunities for self diagnosis, support and improvement

7. INNOVATION &
ITERATIVE DELIVERY

8. GOV.UK

9. GOV.UK (AGILE MEETS UX)

10. GOV.UK (AGILE MEETS UX)
Early Future
Happy
adopters ambassadors
users

11. PET THEORY
A series of principles pioneered/developed by
Human Factors Inc. to help support the developing
information eco-system

12. • Persuasion
Principles used to encourage or discourage a user’s behaviour during a process
• Emotion
Principles used to encourage an emotional response during a process such as
achievement, empathy or surprise
• Trust
Principles used to establish confidence during a process, for example demonstrating
security and credibility

13. ›
SEO USABILITY PET THEORY
Ability to find your site complete the task efficiently motivation to complete the task

14. ›
SEO USABILITY PET THEORY
Ability to find your site complete the task efficiently motivation to complete the task
“Can do” “Will do”
Encourage,
Motivate,
Constrain

15. Usability
An easy to use door
Persuasion
A door you’re motivated to enter

16. APPLICATION THROUGH
USER JOURNEYS

17. USER TYPES
Passive Engaged Active
Information consumer Information producer Campaigner

18. USER TYPES
Passive Engaged Active
Information consumer Information producer Campaigner

19. Passive user
Diagnosis tool
Seeks
Searches Views more pages Profile identified Content tailored
Advice
Views page

20. Redundancy
Keep on top of your money.
Use the budget planner
Recommend articles
Passive user
Diagnosis tool
Seeks
Searches Views more pages Profile identified Content tailored
Advice
Views page

21. Passive user
Diagnosis tool
Seeks
Searches Views more pages Profile identified Content tailored
Advice
Views page

22. Redundancy
communities
Help with redundancy pay,
John - updated 6hrs ago
Example topic name
John - updated 1hrs ago
More forums
Passive user
Diagnosis tool
Seeks
Searches Views more pages Profile identified Content tailored
Advice
Views page

23. Pages
Tags Redundancy Housing Creditors Education
Work Mortgage Money Skills
Benefits Rent Debtors Re-training
Passive user
Diagnosis tool
Seeks
Searches Views more pages Profile identified Content tailored
Advice
Views page

24. Pages
Tags Redundancy Housing Creditors Education
Work Mortgage Debtors Skills
Benefits Rent Money Re-training
Passive user
Diagnosis tool
Seeks
Searches Views more pages Profile identified Content tailored
Advice
Views page

25. Redundancy I.P Location
Redundancy
Housing
Money
Re-training
+ Manchester
Passive user
Diagnosis tool
Seeks
Searches Views more pages Profile identified Content tailored
Advice
Views page

26. Location info
Location Info
Speak to an
Profile based description
Adviser
0845 457457
Pages you
have viewed
Pages you Top-links
have viewed Based on profile
Community content
Passive user
Diagnosis tool
Seeks
Searches Views more pages Profile identified Content tailored
Advice
Views page

27. Location info
Location Info
Speak to an
Profile based description
Adviser
0845 457457
Pages you
have viewed
Pages you Top-links
have viewed Based on profile
Community content
Passive user
Diagnosis tool
Seeks
Searches Views more pages Profile identified Content tailored
Advice
Views page

28. Pages you have viewed
> Dealing with urgent debts
> Budgeting
> Mortgages
> Redundancy
> Debt relief orders
View all
We can help you better
• Get personalised advice
• Ask questions in our forums
• Campaign on important issues
Sign up now
Passive user
Diagnosis tool
Seeks
Searches Views more pages Profile identified Content tailored
Advice
Views page

29. Location info
Location Info
Speak to an
Profile based description
Adviser
0845 457457
Pages you
have viewed
Pages you Top-links
have viewed Based on profile
Community content
Passive user
Diagnosis tool
Seeks
Searches Views more pages Profile identified Content tailored
Advice
Views page

30. Image: ResponseTap.com
Website
Calls from web,
publication etc.
can all be
monitored
separately
Passive user
Diagnosis tool
Seeks
Searches Views more pages Profile identified Content tailored
Advice
Views page

31. USER TYPES
Passive Engaged Active
Information consumer Information producer Campaigner

32. Local environment
communities
Starting a neighbourhood
watch
John - updated 6hrs ago
Example topic name
Justin- updated 1hrs ago
incidents near Manchester
(Not in Manchester?)
1. Fly tipping
10 people are trying to
Join them
change this
Report a new incident
Engaged user
Views Visits Joins community Answers
Gets answer
content community and asks question question

33. Online
Peer to
and
peer
offline
advice
events
Wish list
Getting Profile
started specific
content alerts
Browsing
and
activity ‘Liked’
history pages and
groups
Engaged user
Views Visits Joins community Answers
Gets answer
content community and asks question question

34. Engaged user
Views Visits Joins community Answers
Gets answer
content community and asks question question

35. Ask a question
Engaged user
Views Visits Joins community Answers
Gets answer
content community and asks question question

36. Engaged user
Views Visits Joins community Answers
Gets answer
content community and asks question question

37. Feeds back
into group
based on
experiences
Engaged user
Views Visits Joins community Answers
Gets answer
content community and asks question question

38. USER TYPES
Passive Engaged Active
Information consumer Information producer Campaigner

39. Local environment communities
incidents near Manchester
(Not in Manchester?)
Fly tipping Join them
10 people are trying to
change this
Another issue Join them
30 people are trying to
change this
Loan sharks Join them
30 people are trying to
change this
Report a new incident
Active user
Engaged user
Visits Discusses Individual Group Engaged by Joins as
community issues action action Citizens Advice volunteer

40. Local environment communities
incidents near Manchester
(Not in Manchester?)
Fly tipping Join them
10 people are trying to
change this
Another issue Join them
30 people are trying to
change this
Loan sharks Join them
30 people are trying to
change this
Report a new incident
Active user
Visits Discusses Individual Group Engaged by Joins as
community issues action action Citizens Advice volunteer

41. Active user
Visits Discusses Individual Group Engaged by Joins as
community issues action action Citizens Advice volunteer

42. Active user
Visits Discusses Individual Group Engaged by Joins as
community issues action action Citizens Advice volunteer

43. Active user
Visits Discusses Individual Group Engaged by Joins as
community issues action action Citizens Advice volunteer

44. MEANWHILE
AT A BUREAU…

45. Photo: Citizens Advice Shropshire
Bureaux
sees
an increase in
similar issues
Active user
Visits Discusses Individual Group Engaged by Joins as
community issues action action Citizens Advice volunteers

46. Reaches out to
specialist
internal
communities
to improve
advice giving
Active user
Visits Discusses Individual Group Engaged by Joins as
community issues action action Citizens Advice volunteers

47. “Has anyone
seen this
problem
before?”
Active user
Visits Discusses Individual Group Engaged by Joins as
community issues action action Citizens Advice volunteers

48. “Yes, there are a
few people trying to
achieve the same
goal on the
community portal”
Active user
Visits Discusses Individual Group Engaged by Joins as
community issues action action Citizens Advice volunteers

49. Reaches out to
Guides
specialist
members of
internal
public to the
communities
online
to improve
communities
advice giving
Active user
Visits Discusses Individual Group Engaged by Joins as
community issues action action Citizens Advice volunteers

50. Photo: Citizens Advice Shropshire
Assists with
group
mobilisation
Active user
Visits Discusses Individual Group Engaged by Joins as
community issues action action Citizens Advice volunteers

51. Photo: Citizens Advice Shropshire
Invites groups
leaders assist
with
campaigning
Active user
Visits Discusses Individual Group Engaged by Joins as
community issues action action Citizens Advice volunteers

52. Join as
volunteers
Active user
Visits Discusses Individual Group Engaged by Joins as
community issues action action Citizens Advice volunteers

53. USER TYPES
Passive Engaged Active
Information consumer Information producer Campaigner

54. CORPORATE

55. Better
knowledge
sharing and
networking
Less
reliance
on email
Better
document
sharing
Better visibility
of bureaux and
public activities

56. Conclusion
• Good communities need:
• Focus
• Leadership
• Governance
• Flexibility
• To be a central and trusted resources

57. Thank you
@WeAreSigma
wearesigma.com