User is king - #ittinget

The user is
King !
(and Queen)!

Sarah Richards!
goodcitizencommunications.com!
@escmum

Users…
they are
everywhere!

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

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

The problem
with
publishing!
!

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

Department for
International
Development

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

gov.uk/designprinciples @escmum

Government should
only do what only
government can do
@escmum

As a…!
I want to…!
So that….
@escmum

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

gov.uk/designprinciples/styleguide @escmum

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

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

Type your point in
here
@escmum

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

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

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

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

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

Sarah Richards Sa@raehs cRmicuhmards

Digital
transformation
is culture
change!

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

“... 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

“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

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

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

Most users have an iPhone
!
People leave quickly
!
Professional users

GDS audience:
everyone in the UK
!
Task:
sort out a problem/get
information

Citizens Advice audience:
everyone in the UK
!
Task:
sort out a problem/get
information

As a….
I want to…
So that….

Advice
is
hard

People don’t know
what the problem is

“What happens when
a garage was meant
to fix your car but
made it worse?”

No money

I need help because…
I… (cause)
and…. (effect)

I need help because…
I have no money (cause)
and I can’t pay the bailiffs at
my door (effect)

1. What do I do with
those bailiffs?
2. What are my
rights?

1. What’s the cause
of ‘no money’?
2. How can I fix that?

Strategy:
!
Provide advice in the
way it will be best
consumed

Strategy:
!
Leave the organisation with
a system and the skills to
create and maintain a
world-class digital solution

Everything

User is king - #ittinget

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User is king - #ittinget