implementing the martha lane fox review of government online: single government website alpha

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Implementing the Martha Lane Fox Review of Government Online:Single Government Website alpha

Tom LoosemoreFriday19th May 2011

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MLF Review of Government Online

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Radical change: Single domain; no more departmental silos, shared web services, APIs

Single Domain: Explore via an alpha

• Deliver a live alpha of a “single domain” for gov online• Including needs currently being met via Department Sites,

Directgov & BusinessLink• Launch 9th May using highly agile, multi-disciplinary approach• Small team, co-located, given blank sheet of paper• Obsession with understanding and meeting user need• Not migrating existing content: develop examples of new tools &

templates for meeting range of user needs

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Team…

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Single Domain: Some organising principles Google is the homepage Standard user behaviour “In-Out-In-Out” from Google Easy to find tools/pages offering low hassle, no faff answers to users’

Top Needs, (as expressed by users’ actions)

Some needs are best met by a tool (decision tree, calculator, pre-transaction filter), some by words/pictures/video. Want set of standardised but customisable tools/pages to meet different Top Needs.

 One brand experience: Consistent, high-quality UX for components,

search, header/footer, geo, registration etc.

Design should be consistent, but not uniform. Three audiences: Citizen, Business, Specialist.

 If in doubt, promote online transactions.

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Single Domain: Some organising principles

 Geographic customisation of whole site (IP detection of country, postcode -> local council cookie, postcode -> social economic targeting)

Automated but customisable aggregation pages for each Government Department, Minister, Policy Area & Country

Sophisticated internal tool for spotting as yet unmet user needs (topical spikes or meeting need 101, 102 etc.)

 Feedback loop to enable users to express how effectively tools/pages are

meeting their needs, plus internal tool to allow us to imply poorly met needs from passive usage data (bounce rate, time spent etc.)

 Top Needs tools/pages heavily SEO’d for google, each with multiple

associated synonyms (and tool for managing said synomyms)

Far fewer pages.

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Thank You

Tom Loosemore

@tomskitomski

tom@loosemore.com

blog.alpha.gov.uk