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RUday Manchester | What's in a star? | Carlisle City Council Gds gov.uk and user needs at the heart of content design really useful day manchester

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Information about RUday Manchester | What's in a star? | Carlisle City Council Gds gov.uk...

Published on March 7, 2014

Author: LocalDirect

Source: slideshare.net

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GOV.UK Putting user needs at the heart of content design Padma Gillen GDS

1. The story of GOV.UK 2.What’s a ‘user need’ and where do I get one? 3. User needs and content design Padma Gillen GDS

The story of GOV.UK Padma Gillen GDS

Once upon a time there were loads of government websites Padma Gillen GDS

2004 Padma Gillen directgov businesslink GDS

GOV.UK 2012 Mainstream Users & Needs 2013 Specialist Users & Needs Padma Gillen GDS

Why? Padma Gillen GDS

Padma Gillen GDS

Simpler Clearer Faster Padma Gillen GDS

Padma Gillen GDS

Padma Gillen GDS

(And it’s loads cheaper) Padma Gillen GDS

£42 million Padma Gillen GDS

Digital by default 20x cheaper than phone 30x cheaper than post 50x cheaper than face-to-face Padma Gillen GDS

Digital by default Post: £6.62 Phone: £4.11 Online: £0.22 Padma Gillen GDS

Design of the Year 2013 Padma Gillen GDS

D&Ad Awards 2013 Padma Gillen GDS

How did we do it? Padma Gillen GDS

User needs Padma Gillen GDS

Defining the user need “As a _______ I want to ________ so that I can ________” Padma Gillen GDS

Defining the user need “As a self-employed person I want to file my tax return so that I can avoid nasty fines.” Padma Gillen GDS

Who’s the audience? What’s the action? Why do they want to do it? Padma Gillen GDS

“As a self-employed person I want to file my tax return so that I can avoid nasty fines.” Padma Gillen GDS

We put user needs first Padma Gillen GDS

What’s the evidence of need? Padma Gillen GDS

Holiday entitlement Annual leave Padma Gillen GDS

Padma Gillen Lana Gibson GDS

Holiday entitlement search Padma Gillen GDS

Padma Gillen GDS

Should we duplicate content to cater for different audiences? Student finance Part-time students Padma Gillen GDS

Padma Gillen Lana Gibson GDS

User journeys should be: short, simple and specific users won’t read your content so don’t make them! Padma Gillen GDS

F-shape reading pattern Padma Gillen GDS

• Front-load sentences with the important stuff • If it’s not essential, leave it out • Break it up - use: - short sentences and paragraphs - subheads - lists - active voice Padma Gillen GDS

User journeys should: •define the audience •be ordered around what people need to know when •include enough information so the user can make a decision or take an action Padma Gillen GDS

Padma Gillen GDS

User journeys should: •be based on evidence of how users actually behave •not how you think they behave •and definitely not on what you want to tell them Padma Gillen GDS

Padma Gillen Lana Gibson GDS

Steps through pension calculator Padma Gillen GDS

User journeys should: •be written in language used by real people •while taking account of language used by government Padma Gillen GDS

Padma Gillen GDS

User journeys should: Take the stress out of living in the UK! Padma Gillen GDS

Padma Gillen GDS

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