Post on 14-Jul-2015
transcript
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Solving The Last Great Problem?
e-Government Challenges
Discover Develop Dynamic
Government EggDell
E*Trade
Tesco.comAmazon
?
Dramatic
GatewayStage 1
GatewayStage 2
BusinessRedesign
Publish Transact Interact Transform
“My experience in government is that when
things are non-controversial and
beautifully coordinated, there is not much going on”
JFK
100% online by 2005
Be citizen focused
Be Joined Up
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What’s Stopping Us?
Culture & thinking
Technical -ilities galore
Credibility across government
Privacy and Legislation
Authentication and access
Cost Management
Take-up
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Where are we now?
And what would we define success to be?
Peak Site: 2 million views/week Aggregate: 20 million views/week
Transactions: SA 80,000+ VAT: 2,000+
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Setting the Agenda
CompellingServices
Always On& Fast
Access &Security
•Commercial partnerships•UKonline.gov.uk flagship•Common content•Trigger Events•Fully accessible•Multi-lingual•Highly personalised•Legislation
•Broadband for schools and UKO centres•Public sector purchasing aggregation•Stimulate demand through demonstration
•Digital Certs•Smartcards•Single sign-on•Gateway evolution•Promote intermediaries•More UK Online centres
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E-Government in Action
GovernmentContent Database
IR
UKO
Lifestyle Aggregation
Payments/Secure Outputs
Web Services
Gateway
W3
GSI
PKI
Local Authorities
Depts
Personalisation
Content Tool
Tag and Grab
All transactionswith Government
All Governmentdepartments andagencies
e.g. Mothercare
Private SectorApplicationsAnd portals
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Payroll
Personnel
Pension
Employer
•Benefits
•Pension
•Disability
•Tax
Employer
Portal
Network
Internet
RebusHR
Pay 25% of UK
Government
Gateway
Local council
DWP
Inland Revenue
Bank
Employee
Bank A/c
•Transactions
•Payments
•Rules
Transforming
£
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Barriers For You To Cross
New Dimensions
Citizen focus
Life event focus
Imminent deadlines
Citizen satisfaction
Distributed control
Infinite variety
Demand
Hierarchy
Open disclosure
Joined up
Make decisions, move on
Innovators
Limiting Factors
Back end complexity
Form focus
Responsiveness of vendors
Internal measures of success
Central control
One size fits all
Ability to scale
Capability
Knowledge is power
Silo
Resistance to ownership
Change blockers
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People’s current experience with Government
• People do not browse Government, they come for specific reasons
“I want simple and direct answers on a need to know basis.”
Steven, West Lothian
“I don’t think people would casually
browse Government sites, they’d have an
idea of what they wanted to know
beforehand - they’re not tea break sites, if
ya know what I mean”
Sam, London
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“I know who to go to now, but nothing is easy. Always another
person to go to, always a different manager.”
Jenny, Peckham
“You think you know the language; then it changes” - on the
recent change of Government Departmental names
Janet and Peter, Langley
“It took four weeks to get my road tax re-fund and I lost my
money - I don’t know why there can’t be a simple transfer
from one car to another” Jean, Post Office
• People trust Government’s intentions, but not necessarily its competency
to deliver
• People don’t understand the structure of Government
“My benefit process was stalled, but I didn’t
know it until I called.”
Barbara, Leeds Job Centre
People’s current experience with Government
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Findings - Five Qualities of Service
Make things accessible
• Access to the right people and information at the right time
• Give visibility of the process where appropriate
• Provide a choice about where and how to access Government
services
• Make information relevant to people
Ensure continuity
• Put mechanisms in place that record past interactions, avoiding
repetition of information when passing people on
• Learn from people’s past interactions to inform the future
relationship
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Findings - Five Qualities of Service
Facilitate better consolidation
• Group together people’s interactions/transactions in an intuitive
way, so they can better manage their dealings
• Where possible, pass information across departments to inform
related interactions
• Provide a ‘joined up’ view
Heighten responsiveness
• Provide higher levels of communication so that people do not feel
that their information has passed into a black hole
• Anticipate needs and respond proactively with relevant solutions
• build trust and confidence by providing procedural reassurance
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Findings - Five Qualities of Service
Build a trusted relationship
• Provide more control of the way personal information is used
• Put structures in place that will facilitate secure and trusted
interactions
• Give people more choice and control over the terms of their
interactions
• Demonstrate that information gathered will benefit them directly
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Findings - modes of interaction
Complex
Simple
Unexpected Expected
Seeking
GuidanceGetting it Done
Monitoring
Progress
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The new ukonline.gov.uk user experience
• The graphic designs have been focused around creating this user experience which has the following attributes:
– Clear - concise, consistent, straightforward, direct
– Trustworthy - engender a sense of trust in the user
– Inclusive - tone must be warm and welcoming
– Authoritative - credible, objective, informative relevant and useful
• Colour palettes have been chosen which support the above site attributes
• Content, nomenclature and copy has also been re-written using a voice and tone to support this approach
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Customer Experience
Market Size
Empirical Analysis Qualities of Service
• Assessment of services offerings against the qualities of service developed by UKO2
• Understanding of how the online service would address the pain points and thus deliver a satisfying customer experience
• Development of a clearer understanding of the size of the market for each Government service or part of service
• Understanding of the demographics associated with each service - how many people using this service currently have access to the internet
• Volume of growth in both market size and online access
• Development of a opportunity map for each service or component of service which may be of value to customers
• Review of the modes of customer interaction to ensure the new service offing will meet customer needs
• Evaluation of the existing surveys to identify the areas of agreement and discrepancy in results
• Analysis of the areas where a discrepancy has been identified so that the reasons for high levels of demand fluctuation can be understood
• Validation of predicted demand levels and volume of growth
• Identification of services that could be broken down into smaller or more useful components