putting users at the heart of your digital products | digital conference | 27 october 2016
TRANSCRIPT
Putting users at the heart of your digital products
@catherinetogher
Make it easy for everyone to get (and give) great advice.
Use what we learn to fix the underlying causes of problems.
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We provide support in 2,900 locations across England and Wales
People sought our help with 6.2 million issues in the last year
Last year we helped over 2.7 million people face to face, by phone, email or web chat
Over 23,000 volunteers are involved with Citizens Advice
People visit our website 36 million times a year to get advice
Our digital content from 2000 - 2013
Back to basics….
Who are our users and what do they need?
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We have 2 distinct users of our content
Clients
Advisers
Content
It also has 2 distinct uses...
Self
serve
Refer to and advise
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Clients = Everyone
Clients
1. Google is the homepage
2. Content optimisation then brands
3. Content design is a craft not art
4. Practical, tactical and useful
1. Google is the homepage
2. Content optimisation then brand
2.1 million
2.1 million people per month come to Citizens Advice from Google
2.1 million
2.1 million people come to Citizens Advice from Google
CAS.org.uk
citizensadvice.org.uk
99% of search terms used on search engines relate to people’s problems
99% of search terms used on search engines relate to people’s problems
0.8% are about Citizens Advice
0.2% are about adviceguide
People search for issues.
They use brands to choose between options.
3. Content design is an art, not a craft
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4. Practical, tactical and useful
Better content that replicates our face to face service
New consumer content
How do you find out what users want?
So what does this mean and what have we done?
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Roadmap
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23rd June 2016: Referendum
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Thank you.
Questions?
@catherinetogher
Visit the CharityComms website to
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27 October 2016London#charitydigital
Digital
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