QSM Chap 10 Service Culture in Tourism and Hospitality Industry.pptx
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Top Task Website Design: eduWeb2012
1. Bob Johnson Consulting, LLC 1
INCREASING WEBSITE
PERFORMANCE:
TOP TASK WEBSITE DESIGN
eduWeb Conference 2012
Boston, MA
July 30, 2012
2. Bob Johnson Consulting, LLC 2
Gerry McGovern partnershipâŚ
http://www.customercarewords.com/
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Why a âtop taskâ design approach?
http://www.socitm.net/events/event/245/
⢠ââŚthe design and information architecture
of future council websites should focus
heavily on 'top tasks'.
⢠ââŚwe see a 'top tasks' approach as
essential to developing websites that work
easily and quickly for customers...â
⢠Society for Information & Communication
Technologists, 2011, in the U.K.
4. Overview of the research processâŚ
Assemble a longlist Poll the audience Analyse results
Refine to a shortlist
4
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TOP TASK DESIGN
Lessons from 3 research projects
November 2011 through April 2012
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The top task design goalâŚ
⢠Create websites that give priority to quick identification of
links to complete top tasks...
⢠âBrandingâ images and messages & minor tasks should not slow
top task completion
⢠For new studentsâŚ
⢠Academic programs offered
⢠How to pay, how much will I pay?
⢠For alumni
⢠Request a transcript
⢠Send and read class notes
⢠For faculty and staff
⢠âFind a personâ to get something done
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Information ArchitectureâŚ
23 colleges and universities
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Search
Menus and Links
Layout
Visual appeal
Speed
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(1) Future students⌠400+ responsesâŚ
Negative votes Positive votes
4% 2% 0% 2% 4% 6% 8% 10% 12%
Up-to-date
Accurate
Complete
Language
Contact
Participation
Open
Recommendations
Search
Menus and Links
Layout
Visual appeal
Speed
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Action prioritiesâŚ
0% 2% 4% 6% 8% 10% 12% 14% 16% 18%
Menus and Links
Complete
Open
Layout
Search
Contact
Speed
Recommendations
Participation
Visual appeal
Up-to-date
Language
Accurate
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Most important tasksâŚ
⢠Most were about costs, financial aid
available and what investment return to
expect after graduating.
⢠Also popular were the details of earning a
degree
⢠How long to earn a degree and flexible
scheduling were high interest tasks
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Please choose and score the TOP FIVE tasks from the list
below that best describe what is important to you when
choosing to go to university.
800
700
600
500
Vote
400
300
200
100
0
1 6 11 16 21 26 31 36 41 46 51 56
Tasks
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Topics among the bottom 20 tasksâŚ
⢠Social media connections
⢠Info about alumni, presidents, and deans
⢠School news
⢠Profiles and connections to current
students
14. (2) Faculty & staff⌠303 responses
Negative votes Positive votes
20% 15% 10% 5% 0% 5% 10%
Up-to-date
Accurate
Complete
Language
Contact
Participation
Open
Recommendations
Search
Menus and Links
Layout
Visual appeal
Speed
14
15. Faculty & staff action prioritiesâŚ
0% 5% 10% 15% 20% 25% 30%
Menus and Links
Layout
Visual appeal
Search
Speed
Complete
Contact
Up-to-date
Open
Accurate
Language
Participation
Recommendations
15
17. (3) Current students⌠592 responses
Negative votes Positive votes
15% 10% 5% 0% 5% 10% 15%
Up-to-date
Accurate
Complete
Language
Contact
Participation
Open
Recommendations
Search
Menus and Links
Layout
Visual appeal
Speed
17
18. Current student action prioritiesâŚ
0% 5% 10% 15% 20% 25%
Menus and Links
Speed
Visual appeal
Layout
Contact
Search
Complete
Participation
Up-to-date
Open
Recommendations
Language
Accurate
18
19. Current students⌠6 of 45 at top
32 My course info
(schedule,âŚ
Course
materials
(notes, ⌠Top 25%
26-50%
Grades (check,
availabiliâŚ
51-75%
3
7
19
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Key to successful website designâŚ
⢠Identify top tasks for each audience
⢠Give priority placement to the top tasks for each
audience
⢠Make sure content exists for top tasks and tasks are
easy to complete
⢠May requireâŚ
⢠Different entry pages for each audience
⢠Not written on a stone tabletâŚ
⢠Everyone must start on the same âHome Pageâ
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9 EXAMPLES OF A âTOP
TASKâ DESIGN APPROACH
From Home Page to Lower Level Pages
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Augustana College⌠admissions
http://www.augustana.edu/x96.xml
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University of Oslo⌠student life
http://www.uio.no/english/student-life/
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Carleton College⌠annual report
http://apps.carleton.edu/giving/report/2011/
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Stanford⌠âAboutâ topics to tasks
http://www.stanford.edu/about/
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Harvard⌠Helping alumni fix things
http://www.alumni.hbs.edu/lefa/
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FOR MORE INFORMATION
U.S. Government guide to top task design
Gerry McGovernâs blog and books
NeoInsight newsletter reports
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Top task steps from U.S. GovernmentâŚ
http://www.howto.gov/web-content/manage/focus-on-top-tasks