1. Directgov – strategic change, or just another website… Will Stengel

2. Slide 2 Agenda 1.Directgov – the brief 2.Aligning strategy and vision 3.The importance of joined up government 4.Designed around the citizen – creating a consistent customer experience 5.Evaluating our performance 6.Future plans 7.Strategic issues 8.Lessons learnt

3. Slide 3 Directgov – the brief The issues: Lagging behind other governments Fragmented marketplace Confusion around dealing with government The brief: To drive citizen uptake and usage of government online services by creating a new category brand –‘united government services’ (Launched April ’04) Single brand to promote and become synonymous with e-government Joining up and simplifying government for citizens

4. Slide 4 Directgov – strategy and vision Government’s flagship digital service It will become the principal online destination for citizens Provides customer focused services - multiple channels Joins up government services in a consistent online environment Provides cross-marketing and cost-saving opportunities Single brand to promote e-government Integral part of the wider transformation of public services – supports the efficiency review

5. Slide 5 Transformational Government Strategy “Services need to be designed around citizens and businesses to ensure effectiveness of delivery to the customer, to achieve policy goals and to release savings”

6. Slide 6 Directgov – why is joined up government important? Efficiency Value for money Simpler public services Boost take up of online services Because the citizen says it is!

7. Slide 7 Directgov – creating a consistent customer experience One style Plain English Consistent url strategy Brand experience Common standards – tone of voice, accessibility, look and feel, navigation So what does it look like…

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9. Slide 9 Recently completed / In development Road tax Driving licences Jobseeker / Worktrain Transport Direct Student loans 6 decision trees Directgov website available in Welsh Local Directgov

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18. Slide 18 Customer Focused Service Aggregation Services Web DTV Kiosk Mobile etc Departmental back office systems & local content and transaction administration Services grouped by customer needs Recognise the customer Meet customer needs in one place Common, consistent and customer focused interaction Directgov Vision – Focus on the Customer

19. Positive user ratings Satisfaction MeasuresDec 04Aug 05 % Rating site excellent / very good / good8184* % Finding all / most information sought4355 % Likely to recommend site6171 Website aspects (% excellent / v good) Dec 04Aug 05 Range of information3948 Ease of using the site4450 Usefulness of information3846 Attitudes towards Directgov% strongly / slightly agree Good place for public services information81 Contains information useful to me76 Saves me time and is convenient72 Is a site I trust64 * Responses made up of: 11% Excellent, 37% V good, 36% Good, 13% Fair, and 4% Poor Source: Virtual Surveys Pop-up Survey, Aug 05

20. Slide 20 Independent Tracking Directgov consistently in the top 5 UK Government websites for usage since August 2005 In January 2006 Directgov was ranked 4 th, just behind high transacting sites.

21. Slide 21 Recognition for our achievements World Summit Awards 2005 Winner: e-Government Category 2005 Good Communication Awards Winner: Central Government Website of the Year e-Government National Awards 2005 Winner: Central e-Government excellence: Citizen-centred online services

22. Slide 22 Ever increasing number of visitors More than 2.8m visits in March 2006 to the Directgov site Already one of the most popular ‘Government’ sites in use User profile: 53% female, 70% working 16+ hours, average income £34k, 34% over 45 (59% over 35)

23. Slide 23 National marketing campaign

24. Slide 24 Directgov take-up vs. govt trend

25. Slide 25 The people of this country demand that we provide public services online and over the phone that are as good as anything they receive from the private sector. For example we have to build upon Directgov, our flagship digital service. It is already improving people’s experience when they deal with Government on the internet and demonstrates why Departments need to work together in delivering more public services built around the needs of the citizen. …and from the Prime Minister 1 st November 2004

26. Slide 26 Strategic issues Content depth Role of the centre Role of departments Funding Governance Thinking outside the silos Communication Transforming government Customer pull v government push Responsibility for customer experience

27. Slide 27 Directgov – lessons learnt Role of the central team Customer focus hard to maintain Multiple interpretations are a real threat What does multi-channel mean Can you be just an online channel Clear decision making is not easily achieved

28. Slide 28 Questions