1. Website Strategy based on Top Tasks Mike Atyeo, Neo Insighty ,g J. J Boye Conference Philadelphia 2010 www.neoinsight.com Copyright Customer Carewords Ltd. www.customercarewords.com

2. Scan, dont read Look f matches k for h Sensory-motor skills Sensory motor Satisficing 3. Sigmund Freud From behaviour to strategy: 1. Identify Top Tasks 2. Measure Task Performance &Behaviour Copyright Customer Carewords Ltd. All Rights Reserved 14 May 2010 5 4. Top task identification Not all tasks are equal - the top 4 tasks garnered thesame number of votes as the bottom 431. Employee Benefits 2. 2 Corporate News3. Paid Time Off 4. Employee Perks Copyright Customer Carewords Ltd. All Rights Reserved 14 May 2010 6 5. The long neck of user tasks Copyright Customer Carewords Ltd. All Rights Reserved 14 May 2010 7 6. Then... Then ...NowCopyright Customer Carewords Ltd. All Rights Reserved 14 May 2010 8 7. Copyright Customer Carewords Ltd. All Rights Reserved 14 May 2010 9 8. Business Tasks: Success Rates Task Performance Measures Completion rates Success, Failure, Disaster Time on Task How Confident? Copyright Customer Carewords Ltd. All Rights Reserved 14 May 2010 10 9. Time on Task: Successful Medians (all Attempts) Copyright Customer Carewords Ltd. All Rights Reserved 14 May 2010 11 10. Clusters Show Task PathsClusters of task completiontimes may represent differenttask paths different navigationroutes (including search). Copyright Customer Carewords Ltd. All Rights Reserved 14 May 2010 12 11. Photo Marketing Association Round RoundRoundMeasure1 23Completion Rate53% 68%82%Tasks taking >2 min 4 31Satisfaction Ratings 49% 60%69% Copyright Customer Carewords Ltd. All Rights Reserved14 May 2010 13 12. Copyright Customer Carewords Ltd. All Rights Reserved 14 May 2010 14 13. 180 enquiries/week $20M $1M Copyright Customer Carewords Ltd. All Rights Reserved 14 May 201015 14. Manage Tasks, Not Website(s)From... FromTo... To Lets fix the website...Lets fix the Top Tasks... Let s Lets get a new SearchEnsure the top 50 internal Engine... searches return excellent results. Revising our taxonomy and Bringing Top Task links and Information Architecture... functionality up the hierarchy. Let s Lets buy the (Silver Bullet/ Make sure content for Top Tasks is Magic Wand) CMS...excellent. Let s Lets customize our weblog Measuring Top Tasks. metrics...Copyright Customer Carewords Ltd. All Rights Reserved 14 May 2010 17 15. The long neck: Management focus How much relativeresource to applyStrategy renders choices aboutgywhat not to do as important aschoices about what to do... SomeWhich 5% ofmanagers mistake ti t k customertasks to focusfocus to mean they must serveon.all customer needs or respond toevery request...Michael Porter Copyright Customer Carewords Ltd. All Rights Reserved 14 May 2010 18 16. Benchmarking and Continuous ImprovementTask / MeasureCurrent End 2010 Jun 2011 Find a Program of Interest to You Successful completion65%80% 90% Time to completion 1m 48sec 1m 15sec1m Disaster rate16%8%5% Find the Course Pre-requisitesSuccessful completion65% 80% 90%Time to completion2m 50sec 1m 30sec1mDisaster rate35% 15% 5% Copyright Customer Carewords Ltd. All Rights Reserved 14 May 2010 19 17. The 3 key changes to website strategy 1.Manage tasksNot websitesGet the focus off technology and silos 2.Prioritise resources around top tasksUse the long neck to focus 3.Measure task performanceAs a key, continuous organizational performance indicatorData on behaviour (not opinion) Copyright Customer Carewords Ltd. All Rights Reserved14 May 201020 18. Customers & Case Studies Customers include: Intranets: Tetra Pak, IKEA, BBC, Schlumberger, city ofOttawa,Ottawa Canadian Federal DepartmentsGovernment: US Internal Revenue Service, UK Defra,Canadian Federal DepartmentsUniversity: UNC Kenan Flagler, Embry Riddle, Study Group,U of ManitobaE-Business: Wells Fargo, Schlumberger Cisco Microsoft Fargo Schlumberger, Cisco, Case Studies Pioneer, UK Environment Agency, American Academy ofOphthalmology, UNC Kenan Flagler, Study Group Customercarewords.com Copyright Customer Carewords Ltd. All Rights Reserved 14 May 2010 21 19. Frederick W. Taylor was the firstman in recorded history whodeemed work deserving ofsystematic observation and study. Taylor, though the Isaac Newton(or perhaps the Archimedes) of thescience of work, laid only first workfoundations, however. Not muchhas been added to them since -even though he has been dead allof sixty years.(Peter Drucker)Copyright Customer Carewords Ltd. All Rights Reserved14 May 201022 20. Copyright Customer Carewords Ltd. All Rights Reserved 14 May 2010 23 21. Contacts MikeAtyeo StrategicdesignPhone(613)2713001(613)2713001x101Email info@neoinsight.com mike@neoinsight.comWebwww.neoinsight.com www neoinsight comMail Suite374 GordHopkins 300EarlGreyDrive UserExperienceSpecialist Ottawa,Ontario (6 3) 7 300 x 0 (613)2713001x102 CanadaK2T1C1dgord@neoinsight.com ScottSmith Competitivestrategy(613)2713001x103 scott@neoinsight.com LisaFast ExperienceDesigner(613)2713001x104 lisa@neoinsight.com li @ i i htwww.neoinsight.comCopyright Customer Carewords Ltd. www.customercarewords.com