marketing online government services

8/14/2019 Marketing online government services

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Improving and expandingImproving and expandingservice takeservice take--upup

Marketing Online Government Services

r roupJames BreezeChief Experience Officer and Psychologist

www.breezable.com21 March 2007

Ark Group 21 March 2007 (C)2007 Breezable Pty. Ltd. 1


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OverviewOverview Identifying features to make services more user-

friendly

Identifying the features of usability

Enhancing and implementing usability features to

im rove service take u

Internal/external customer feedbackmanagement

21 March 2007 2007 Breezable Pty. Ltd. 2


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Organisational contextOrganisational context Consider all aspects of service

- People, organization, and technology What is the strategic objective of service?

site and might never end

Service knows no media

- Face to face, phone, web

What specific service should you focus on?



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Department take upDepartment take up

21 March 2007 4

Australians Use ofand Satisfactionwith e-Government

Services report -www.agimo.gov.au


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Service take upService take up


Australians Use ofand Satisfactionwith e-Government

Services report -www.agimo.gov.au

Is it:FasterConvenient

Trustworthy?


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How do people find services?How do people find services? Friends, web, media

How do your customers/staff talk Ask and listen

Google Zeitgeist

Google Trends


http://searchenginewatch.com/


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Uncovering user needsUncovering user needs Online tools

Satisfaction surveys Internal, external Online forums

Remote usabilit

Face-to-face research

Eyetracking

Focus groups/workshops One-on-one usability



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EyetrackingEyetracking Marketing & brandMarketing & brand The visually dominant and

captivating areas of the

page The time spent looking at

specific parts of the page

Number of areas looked (or not) at on thepage

The path taken when scanning the page to

complete a task The optimal placement of components on

the page



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Eyetracking outputEyetracking output

Take care with data

What are users actually doing and feeling

Ark Group 21 March 2007 9


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UsabilityUsability How do you define usability?

Usable, but boring Dont forget yourbrand!

Informational

Navigational

Transactional



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Implementing usable servicesImplementing usable services1. Get attention

2. Easy to find3. Easy to use

.



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1. Get attention1. Get attention Identify a popular, high-profile

application to draw users to theservice

Internal romotion

Existing mechanisms



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2. Easy to find2. Easy to find Search optimisation

Collaborative promotion and linking Link through other channels



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4. Memorable4. Memorable Choose an intuitive URL

Useful Well branded/unique

e.g. usa.gov vs

firstgov.gov



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Feedback managementFeedback management Set expectations with stakeholders

How do you manage feedbackcurrently?

Knowledge management



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marketing online government services

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