va gov webinar_v8
DESCRIPTION
Web Content Management Webinar Follow at www.captechconsulting.comTRANSCRIPT
©2013 CapTech Ventures, Inc. All rights reserved. 1#CTVWebContent
1118 West Main StreetRichmond, Virginia 23230804.355.0511
©2013 CapTech Ventures, Inc.
www.captechconsulting.comblogs.captechconsulting.com
IT Management Consulting
Systems Integration
Data Management
Delivering an Enriched Customer Experience across Multiple Channels
©2013 CapTech Ventures, Inc. All rights reserved. 2#CTVWebContent
Introduction
Customer Engagement – Virginia.gov Empower Business Users through Direct Ownership
Focus on a Premium User Experience
Feature Content Across Channels
Leverage Common Assets to Support All Mobile Devices
Enable Enterprise Search and Search Engine Optimization
Transformation Blueprint
Questions
Agenda
©2013 CapTech Ventures, Inc. All rights reserved. 3#CTVWebContent
Introduction
Marcella WilliamsonDirector, Public Information and
Communications
Virginia Information Technologies Agency (VITA)
Brian BischoffManaging Director, Digital
Solutions Group
CapTech Ventures, Inc
Jason SnookDirector, User Experience Offering
Lead
CapTech Ventures, Inc
©2013 CapTech Ventures, Inc. All rights reserved. 4#CTVWebContent
Customer Engagement
Key Strategies
User Experience
IntegratedContent
MobilePresence
EnterpriseSearch
EmpowerBusiness
©2013 CapTech Ventures, Inc. All rights reserved. 5#CTVWebContent
Customer Engagement
Key Strategies
User Experience
IntegratedContent
MobilePresence
EnterpriseSearch
EmpowerBusiness
Empower BusinessThrough Direct Ownership
©2013 CapTech Ventures, Inc. All rights reserved. 6#CTVWebContent
Previous site managed by 3rd party Limited control of content, services, and communications
Goal of enabling state employees without extensive technical training Proposed solution allows for self management and governance not available with
previous solution
Result is a new state portal owned and managed by commonwealth communication teams
CapTech, with its partners, provided a solution that met the commonwealth’s current and evolving needs
Business SituationEmpower Business
©2013 CapTech Ventures, Inc. All rights reserved. 7#CTVWebContent
Managed Service -> Direct Ownership
Invest for longer term ROI
Ownership of platform, data, and content fuels compliance
Internal controls drive content changes
New hosting model with AIS Network
Best of breed technology
Enhanced mobile experience
Commonwealth’s New Business ModelEmpower Business
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Strong PartnershipsEmpower Business
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Customer Engagement
Key Strategies
User Experience
IntegratedContent
MobilePresence
EnterpriseSearch
EmpowerBusiness
Focus on User Experience
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Quantitative metrics allow for…
A Data-Driven Approach to User Experience
• Discrete comparisons• Confident decisioning (“fix what’s broken”)• User Experience benchmarks• Focused support and change management
Supposing is good, but finding out is better.
- Mark Twain
User Experience
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Most Visited Pages
1. Virginia.gov Home ✔2. Online Services ✔3. Search Results4. Agency Directory ✔5. Government ✔6. Contact7. Business ✔8. State Job Opportunities ✔9. Employment Services ✔10. Before You Start a Business ✔11. State Job Opportunities ✔12. Education ✔13. Internal Server Error (500)14. Residents ✔
✔ - Included as a scenario in Usability testing
Constructing a content inventory of the site• 2,392 total artifacts • 1,770 html artifacts• 114 physical pages
Understanding site web analytics data• Visits - 9 million • Average # of pages per visit - 1.75• Average time on site - 3 minutes
Content AnalysisUser Experience
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Information Architecture - ResultsUser Experience
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Empirical• One-on-one sessions with a user & investigatorObjective• Interested in a user’s actions, not their opinionPortable• Can be performed in most conference roomsQuantifiable• Discrete metrics measure performance…
Usability testing allows projects teams to vet the effectiveness of an interface design against real users prior to deployment thereby mitigating the potential risks to project budget and timeline.
Supposing is good, but finding out is better.
- Mark Twain
Usability TestingUser Experience
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1 - Find info on State
Parks
2 - Find educa-
tional info on
Jamestown
3 - Find the governor's homepage
4 - Find Library of VA's face-
book page
5 - Info on starting a business
6 - Find VATax's
homepage
7 - Renew your
driver's license
8 - Find VA employ-
ment ser-vices
9 - Find state job openings
10 - Find a list of state
holidays
11 - Find VA529 in-formation
12 - Find voter regis-tration info
13 - Find fishing li-cense info
14 - Find info on the symphony
0
40
80
120
160
200
0%
20%
40%
60%
80%
100%
Avg Task Duration - New Design Avg Task Duration - Existing DesignAvg Sucess Rate - New Design Avg Success Rate - Existing Design
Success Rate (%) Avg Task Duration (sec) SUS Score
Round 1 95% 23.1 88%Round 2 95% 28.1 93.75%Round 3 98% 21.8 93.75%
Usability Test ResultsUser Experience
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• User Surveys• Requirements / Use Cases• Content Analysis / Card Sorts• Web Analytics• Commonwealth Web Standards • 508 Accessibility Standards• Design Best-Practices / Heuristics• Usability Testing (5 rounds)
Design ConsiderationsUser Experience
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Virginia.gov Mobile DesignUser Experience
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Virginia.gov Mobile DesignUser Experience
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Same scenario set was employed for five participants (2 iOS, 3 android)
High fidelity prototype was again developed in Axure
Average success rate was 95% with an average duration of 30.1 seconds
Success rates for mobile average around 64% (Nielsen 9/26/2011)
Existing Desktop Design
New Mobile Design New Desktop Design82%
86%
90%
94%
98%
Avg Success Rate (%)
Avg
Succ
ess R
ate
(%)
Existing Desktop Design
New Mobile Design New Desktop Design
0
10
20
30
40
50
Avg Task Duration (sec)
Avg
Task
Dur
ation
(sec
)
Usability Testing (Round 5) – Mobile DesignUser Experience
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Customer Engagement
Key Strategies
User Experience
IntegratedContent
MobilePresence
EnterpriseSearch
EmpowerBusiness
Multi Channel Content Delivery and
Aggregation
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Mapping Center
Geolocation
Key Landmarks Motor vehicles, schools,
hospitals, libraries, political boundaries
Author customizable layers, symbology
Integrated Content
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Mapping Center - Mobile
Geolocation
Full screen map view
Modal display for layers
Search for nearby locations
Integrated Content
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Social
Consolidation of a disparate social presence
Featured agency or organization
Owner selection of best content
Integrated Content
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Consolidated view of all public meetings
Delegated calendar entry statewide
CalendaringIntegrated Content
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Governance and Workflow
Permissions & Security
Role based approval
Email notification
Staging & Preview
In context editing with Page Editor
Draft• Validation
Awaiting Approval• Accept• Reject
Approved• Auto Publish
Integrated Content
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Customer Management
Centralized feedback mechanism
Provides Transparency
Full circle feedback loop for all inquiries
Dynamics CRM in the design and part of roadmap
Integrated Content
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Customer Engagement
Key Strategies
User Experience
IntegratedContent
MobilePresence
EnterpriseSearch
EmpowerBusiness
Common Assets for an EnhancedMobile Presence
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Mobile Approach
Reuse, Reuse, Reuse
Information Architecture is the cornerstone
Separation of content and presentation
Single version of truth
Mobile Presence
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Mobile Approach - ReuseMobile Presence
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Mobile Approach – Device Detection
Reuse, Reuse, Reuse
Rules Based Approach
Flexible engine for device detection
Mobile Presence
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Mobile Approach - Experience
Reuse, Reuse, Reuse
Rules Based Approach
Mobile Optimized
Dedicated experience
Technology standards
Mobile Presence
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Mobile Approach – Location Awareness
Reuse, Reuse, Reuse
Rules Based Approach
Mobile Optimized
Location Awareness
Context sensitive data
Mobile Presence
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Customer Engagement
Key Strategies
User Experience
IntegratedContent
MobilePresence
EnterpriseSearch
EmpowerBusiness
Enterprise AssetSearch and
SEO
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Enterprise Search and SEO
Localized site search
Federated crawl and index across commonwealth assets 190+ external domains
Meta tagging for SEO
Instant index updates
Enterprise Search
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Content Migration
Fresh rewrite of content Leveraged domain Subject Matter Experts Direct alignment with new IA to enforce taxonomy and enforce SEO
Migration of 3000 meetings Automated migration provides seamless transition
Inventory up front then adjust according to IA results
Enterprise Search
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Clarify Intellectual Property Ownership
Develop an exhaustive application inventory
Understand complexity of services and data
Define the Return on Investment and Net Present Value (NPV)
Establish a repeatable framework for conversion and management of portfolio
Blueprint for Transformation
©2013 CapTech Ventures, Inc. All rights reserved. 37#CTVWebContent
Summary
One organization randomly selected for digital solutions consultation
Survey immediately following the webinar
Webinar will be posted on www.captechconsulting.com in the next few days
©2013 CapTech Ventures, Inc. All rights reserved. 38#CTVWebContentwww.captechconsulting.com - blogs.captechconsulting.com
Thank you for attending our webinar:Delivering an Enriched Customer Experience
across Multiple Channels
Brian BischoffDigital Solutions Group Lead
[email protected] (804) 301-0397
Jason SnookUser Experience Lead
[email protected] (804) 683-5585