1. Webmasters’ Guild User-Centered Web Redesign: Project Overview Presented by: Susan Powell and Jen Strand NYS Department of Taxation and Finance www.tax.ny.gov

2. Webmasters’ Guild What we’ll cover Project context What we did, how we did it & our time frame Key success factors & challenges

3. Webmasters’ Guild Strong web governance structure & web blueprint Very large site: 3k pages, 20k PDF’s, 50+ online services Decentralized content management structure Mature CMS implementation (Interwoven) & templatized web pages Data: web statistics (Web Trends), survey data, call center data, etc. Skill sets: usability, writing for the web, graphic design, HTML, scripting Project context

4. Webmasters’ Guild

6. Usability consulting firm expert review evaluate site’s strengths & weaknesses focus: support business objectives and provide an effective UI create formative page design including navigation, content provide long-term, strategic recommendations Recommendations create new site structure & supporting navigation write content for the web design customer-focused, task-based site pages integrate site task elements within pages Review time frame: Two months What we did, how we did it & time frame

7. Webmasters’ Guild Phase 1 (six months) interviewed customers & stakeholders analyzed web statistics benchmarked similar sites developed site structure & recommended task-based content recommended UI prototype & navigation structure What we did, how we did it & time frame

8. Webmasters’ Guild What we did, how we did it & time frame Phase 2 (nine months) built prototype & wrote new content conducted online card sort usability test contracted for usability testing with consulting firm revised design based on test results contracted for technical assistance to create/automate new structure tested new site

9. Webmasters’ Guild New site design Persistent (secondary) navigation bar: users can ‘bin’ themselves by audience or select Get Help More integrated, task-based content Online services log in/create account featured on home page Audience pages include ‘ads’ and news Left navigation bar expands/contracts Underlying folder structure changed for some content, changing URLs What we did, how we did it & time frame

10. Webmasters’ Guild

13. User-centered design process based on objective user behavior data Strong executive support Web governance structure Consultant expertise Communication Post-launch analytics & focus on continuous improvement Key success factors

14. Webmasters’ Guild Writing for the web capacity Shifting content format from PDFs to HTML pages Lack of usability test facilities and ability to compensate testers Lack of customer satisfaction survey (aside from web survey) Integrating static content with online services Increasing multilingual web content Integrating Office of Real Property Tax Services site Challenges: project & ongoing