2. How did we get here?

3. In 2004 the government web went from a loosely coordinated collection of websites...

4. to something a bit simpler... DirectgovBusiness Link

5. A tremendous achievement, which brought enormous benefits, but it’s time to move on again DirectgovBusiness Link

6. The web is now mainstream Users expect high quality service experiences And businesses know how to deliver them

9. We’ve gone from this... directgovbusinesslink DirectgovBusiness Link

10. ...to a single domain Mainstream Users & Needs Specialist Users & Needs GOV.UK

11. Focused on user needs, not government needs

12. Simpler

15. Clearer

18. Faster

21. Simpler Clearer Faster…….

22. Simpler Clearer Faster……. …..and loads cheaper

23. £ 50 million Estimated saving per year by replacing Directgov, BusinessLink, departmental sites and related organisation sites with GOV.UK

24. E.g. Online: 22p Phone: £4.11 Post: £6.62 Digital by default 20 x cheaper than phone, 30 x cheaper than post 50 x cheaper than face-to-face

25. We’re doing less

27. Focussed on tasks, getting to the “quick do”

28. We’re optimising for the common case but not ignoring the edge case

29. What does this mean for local government?

30. There are 134 journeys from GOV.UK to local government

34. We need your help to make those journeys as good as possible

35. But equally importantly, there are things you can copy that we have learnt along the way

37. https://www.gov.uk/service-manual

40. GOV.UK puts user needs at the heart of content design

41. But what is a user need?

42. Defining the user need “As a _______ I want to ________ so that I can ________”

43. Defining the user need “As a self-employed person I want to file my tax return so that I can avoid nasty fines.”

44. Who’s the audience? What’s the action? Why do they want to do it?

46. What’s the evidence of need?

47. Holiday entitlement Annual leave

48. Holiday entitlement search

50. User journeys should be: short simple specific Users won’t read your content - so don’t make them!

51. User journeys should: be written in language used by real people while taking account of language used by government

53. Now it’s time for all of you to put your customer hats on…