1. Managing top tasksMichele Ide-Smith, Web Strategy ManagerMatthew Godfrey, User Experience ArchitectCambridgeshire County CouncilJuly 2011Help! Where do I begin?You want to take a top task approachBut how do you get started?How do you find out what customers top tasks are?And how do you make top tasks easy for customers to find and use?

2. Its an iterative processStep 1 Analyse dataGoogle Analytics unique page views search termsCrazy Egg heat map of user clicksTransactions (eforms, payments)Calls to the Contact Centre*Face to face contacts** Were working on how we map these to web contacts 3. Council staff are notcustomers!So filter out Council traffic This page was set as the home page on all PCs in Libraries 4. Track impact of marketing and promotional activitiesAnnotations in Google Analytics 5. Look at search statistics for users search terms 6. Find out where customersclick (using Crazy Egg orGoogle Analytics) 7. Tracking customer journeysacross multiple domains can be tricky 8. Categorise and log customer contact consistently across all contact channelsContact Centre calls (April) Web top tasks (April)Contact Centre libraries statsCategories are too broad How do we map the data? No consistency between categories! 9. Step 2 Define top tasksFind bus timetablesFind or renew library bookFind info on park and rideFind info on buswayFind info on jobs Find info on bus routes Find library opening times/details Find school term datesContact us Find info on person centred approach Find school details Find info on parking ticketsPlan a journeyFind info on ticket types Find info on registry offices Find realtime bus informationPay parking fine Buy BMD certificates Apply for school admissions 0 500010000 15000 20000 25000Unique Page Views and Search TermsTop tasks 10. Step 3 Evaluate (existing)Evaluate usability and effectiveness of the top tasks using different methodsAnalyse customer comments / feedbackIf you use Google Analytics set up goals to track conversion ratesCollect baseline data!User Experience: TechniquesUser Experience: Method Cards Author: Matthew GodfreyPublished: 25/10/2010Techniques OverviewResearchAnalyticsAnalyticsTask Analysis/Flow Task Analysis/Flow Competitor Analysis Competitor AnalysisSurveys/QuestionnairesSurveys/QuestionnairesDesign Card Sort Card Sort Paper prototyping Paper prototyping Wireframing WireframingPersonasPersonasUser Flows/Journey MapUser Flows/Journey MapHTML PrototypingHTML Prototyping Mock-ups Mock-upsSketching SketchingEvaluationExpert ReviewExpert ReviewRemote testing Remote testingFace-To-Face TestingFace-To-Face Testing Heuristic Review Heuristic Review 11. Expert reviews by the teamWalkthrough example 12. Page level ratingsCustomer view CMS author viewWeb team viewWe send reportswith comment toCMS authors Socitm take-up survey Seems that once the library I need to know if computer system shuts down recycling centre takesafter hours, then looking up themicrowaves - will ring catalogue or renewing is only forthe brave & persistent!!"It would like to be able to search for bus information byI still dont know when street name. It is difficult to find to apply for school for which buses go to which roads, my child. important to find out re how toget to schools etc. " 13. Remote user testingRemote testingRemotetesting tellsyou there is aproblem, butnot whytheres aproblem 14. Moderated user testing Moderated testing reveals why users are having problemsStep 4 - ImproveChange site templates and content to improve usability and SEOCreate a seasonal top task calendarOptimise task flow for top tasksRevise site IA to align with top tasksAudit and streamline content pagesChange content governance 15. 55 % of visits from search engines9% of visits include the home pageOur new home page? 16. Use landing pages which linkto top tasks and use terminology that matchesusers search terms 17. Improve and test taskusabilityUsers struggledwith the searchby road numberThe town/streetdrop downs arelarge and hardto navigate 18. Road number and name are now combined in an auto- suggest AJAX searchStep 5 - evaluate again! Improvements to the Blue Badge application process: Decreased proportion of users starting an application but failing to complete it, from 45% down to 26% Decreased average time on task from 6 to 4 minutes 19. Track channel usagePothole Reporting Requests - Jan/Feb 2011Number of customer contacts800700600 Dec-11500400Jan-11300 Feb-112001000 Fixmystreet.co.uk Potholes.co.uk Fillthathole.org Direct from Direct fromHighw aysHighw ays customer email customerReportingReporting telephone call Application w ith Accessible eFormmap Where request cam e fromMeasure channel shift trends Channel usage350,000300,000250,000Non telephone Contacts to Contact Centre200,000Telephone calls to Contact CentreWebsite visits150,000Website enquiries (online forms)100,000 50,000 0 080910 08 809 090108 901 09 10 118 9 0 -1r- 0 -0-1-1-0 -0 -0 -1 n-n-n-g- g- c-c- b-b-b-ecug prprpr ctctct Ap Ju JuJuAu AuDe De FeFeFeO O O AAA D A 20. What weve learntIt can be resource intensive to analyse and interpret the data, but its essentialWe spend too much time training and supporting content authors and persuading them to make changes that improve customer experienceSome tasks are not within our immediate control (3rd party supplier systems)Our next steps Audit content and authoring process Streamline content - quality not quantity Revise content authoring model Improve IA and review navigation Get better info from the Contact Centre Consistent measurement of customer contact across all channels 21. Some useful links http://www.loop11.com http://www.crazyegg.com http://silverbackapp.com/ http://www.google.com/support/analytics/ http://www.usability.gov http://undercoverux.com/For more informationMichele Ide-Smith, Web Strategy ManagerCambridgeshire County CouncilPhone: 01223 699710Twitter: @micheleidesmithEmail: michele.ide-smith@cambridgeshire.gov.ukI sometimes blog about this stuff: http://www.ide-smith.co.uk