implementing the martha lane fox review of government online: single government website alpha
DESCRIPTION
Here is the presentation slides for Tom Loosemore's recent presentation at our Local Directgov Community Board giving a overview of Alphagov.Download slides if you want to learn more about Alphagov.TRANSCRIPT
1
Implementing the Martha Lane Fox Review of Government Online:Single Government Website alpha
Tom LoosemoreFriday19th May 2011
10/04/23 2
MLF Review of Government Online
10/04/23 3
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
10/04/23 4
Team…
10/04/23 5
10/04/23 6
10/04/23 7
10/04/23 8
10/04/23 9
10/04/23 10
10/04/23 11
10/04/23 12
10/04/23 13
10/04/23 14
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.
10/04/23 15
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.
10/04/23 16
