Improving and expanding

service take-
take-up

Marketing Online Government Services

Ark Group
James Breeze
Chief Experience Officer and Psychologist
www.breezable.com
21 March 2007

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Overview

Identifying features to make services more user-
friendly

Identifying the features of usability

Enhancing and implementing usability features to
improve service take up

Internal/external customer feedback management

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Organisational context

Consider all aspects of service
- People, organization, and technology

What is the strategic objective of service?

Service starts ‘before’ people get to your
site and might never end

Service ‘knows no media’
- Face to face, phone, web

What specific service should you focus on?

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 Department take up

‘Australians’ Use of
and Satisfaction
with e-Government
Services’ report -
www.agimo.gov.au

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 Service take up

Is it:
•Faster
‘Australians’ Use of
and Satisfaction •Convenient
with e-Government
Services’ report - •Trustworthy?
www.agimo.gov.au

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 How do people find services?

Friends, web, media

How do your customers/staff talk
◦ Ask and listen

Find out
◦ Google Zeitgeist
◦ Google Trends

http://searchenginewatch.com/

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Uncovering user needs

Online tools
◦ Satisfaction surveys – Internal, external
◦ Online forums
◦ Remote usability

Face-to-face research
◦ Eyetracking
◦ Focus groups/workshops
◦ One-on-one usability

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Eyetracking – Marketing & brand

The visually dominant and
captivating areas of the
page

The time spent looking at
specific parts of the page

Number of areas looked (or not) at on the
page

The path taken when scanning the page to
complete a task

The optimal placement of components on
the page

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Eyetracking output

Take care with data

◦ What are users actually doing and feeling

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Usability

How do you define usability?

Usable, but boring – Don’t forget your
brand!

What are your users objectives?
◦ Informational
◦ Navigational
◦ Transactional

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Implementing usable services
1. Get attention
2. Easy to find
3. Easy to use
4. Memorable

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1. Get attention

Identify a popular, high-profile
application to draw users to the
service

Internal promotion
◦ Existing mechanisms

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2. Easy to find

Search optimisation

Collaborative promotion and linking

Link through other channels

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3. Easy to use

Identify fundamental work flows

Match other channel interactions

Test it out

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4. Memorable

Choose an intuitive URL

Useful

Well branded/unique

Easy to return/remember
◦ e.g. usa.gov vs
firstgov.gov

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Feedback management

Set expectations with stakeholders

How do you manage feedback
currently?

What are behavioural implications?

Knowledge management

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Helping yourself

Resources on usability
◦ Who has a blog?
◦ http://www.usableworld.terapad.com/
◦ http://www.boxesandarrows.com/
◦ http://www.uxmatters.com/
◦ http://www.webword.com/wp/
◦ http://www.veen.com/jeff/index.html/
◦ http://www.egmstrategy.com/ice/

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