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8/7/2019 Ausgo Emerging Tech 012511
http://slidepdf.com/reader/full/ausgo-emerging-tech-012511 1/12
Austin Open Government Online
Emerging Technology and Telecommunications CommitteeBriefing 1/25/2011
“Incorporating transparency as a core value in the design and
execution of the new City of Austin Web site.”
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Phase 1 Research
Site Intercept Survey
Quantitative survey of random visitors to the site
A total of 1,228 site visitors responded
Participants queried on purpose of their visit andtheir role in community
Identify specific volunteers for In-DepthInterviews (IDIs)
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Phase 1 Research
Site Intercept Survey Findings
71% of users self identified as Residents
The site is well-used by City employees (17%)
Business users (7%) high frequency users
Mobile users of the site are "up and coming" andthe design must account for them
Customer personas were partially generated by
this research
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Phase 1 Research
In-Depth Interviews
26 one-on-one interviews with Austin residents
Topics included:
User expectations
Unmet needs
Current behavior (ex. preference for search vs.browsing)
Homepage design Comparison against three peer cities (Boston, San
Francisco, Kansas City)
Card sort exercise
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Phase 1 Research
In-Depth Interviews Findings
Website must offer consistent and obviousnavigations options through search and browse
Navigation menu should be clear and consistent
at the top of every page
Site architecture should be based on a hierarchyof user needs determined by user group
identification roles
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Phase 1 Research
Product Gap Analysis
Online survey sampling random site visitors, ane-mail list and a research panel, generating3,478 completed surveys
Tested 90 individual pieces of informationalcontent, features and functionality comprisingproposed and existing features
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Phase 1 Research
Product Gap Analysis Findings
Critical gaps must be addressed prominently onthe site
"Very important" elements must be highly visible
within the role-based tabs
Evaluate remaining needs against a list of userprioritized recommendations
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Phase 1 Research
End User Needs Focus Groups
Facilitated focus groups with internal andexternal end users.
End User Needs Findings Content should be organized from the reader's point of view
Information architecture should be based on identifiedcustomer groups not City organizational structure
Content must be current and maintained without conflict orduplication.
Accessed by common and popular features, including searchand filtered search results.
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Phase 1 Research
Content Analysis Focus Groups
Three facilitated group sessions with City Webliaisons across departments
Respondents identified obstacles to content
creation/publishing and tools to enhance contentcreation
Website usages stats were analyzed against this
feedback
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Phase 1 Research
Usability Focus Groups
Two online bulletin boards were conducted:
Group 1 – 18-54 year old Austin residents
Group 2 – 55+ year old Austin residents
Respondents were recruited across a broad spectrum of identified City of Austin website user groups
Public vetting of design concepts Online polling
Blog/Social Media comments
Comment cards
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Version X homepage
2
1
3
1. Most feel page design is well done, it isattention grabbing and represents Austin
2. Placement of ‘Select a Service’ and ‘INeed To’ is buried
3. Several question necessity of duplicativenavigation, especially at the expense of cluttering the page
4. Mixed response to 360 image. Many want
rotating picture so one image doesn’thave to say it all
5. Execution of Daily News is improved overcurrent site, however several want newson separate page
6. Search is considered a must have. Several
recommended making more prominent7. Mixed response to icon execution. Many
like concept of roll-over to save space and
minimize clutter. Others feel you maymiss something if you have to roll-over tounderstand
8. Image placement and treatment helps settone for website. Good introduction topage and site
9. Contextually, Connect, Find, Explore isclear to most
10. Colored background aides readability
11. City seal makes site look more ‘official’
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Customer Analysis Gap Analysis
Product Gap
Content Analysis Social Media
InformationArchitecture
Brand/Design Web Standards &
Policies
Technology Plan
Project Plan
Governance Plan
Phase 1 Research
All completed reports are available on AustinGO.org