A user-led approach to web content

Carla Scott

Project Manager – ASC & Public Health

What GOV.UK have taught us…

Simple

Clearer

Faster

Local government tendency to want users to understand everything they might possibly need to know in case something goes wrong.

But evidence shows our minds withdraw when confronted with reams of words.

“Do you actually need to know that at this point?”

Write less, say more

How we’re doing it

The order• Split up web sections and ranked the 10 sections in the

order of access - this formed the order (subject to Care Act priorities)

The evidence (1) • Google analytics to understand user journeys

• Search terms

• Key words in search engines

The evidence (2)

• Data from our social care call centre

The evidence (3)

• User testing to understand user experience

Web search scenarios

Web content workshop• ½ day sessions to re-write and sign off new web content – from a

blank sheet• Delegates are internal service managers and web authors • Central digital team facilitating

• Share analytics and user testing

• Guided through a process to:o Define core services / infoo Define users, “I am xxx, I need to xxx, so I can xxx”o Consider current access routes and what the task iso Rewrite and sign off new content in new design templates

An example of this process

Define core services / information

Define the users of services and their needs

I am xxx, and I need to xxx so that I can xxx

How service is currentlyaccessed

…and identify the tasks

Testing testing

Small changes, big difference

Some findings

• Most people will start at Google• Only publish services we deliver• People are task focussed, not process/department

focussed. They won’t browse. • Design a simpler, clearer and faster experience for

the majority. Provide contact details for the minority who need more.

Carla Scott

Project Manager – ASC & Health web content

01273 336 833

carla.scott@eastsussex.gov.uk

@CarlaScott03