Web Strategy from User Behaviour - J Boye Conference May 2010
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1. The document discusses website strategy and focuses on identifying top tasks and measuring task performance and user behavior to improve strategies. 2. Key aspects include prioritizing resources to improve the top few tasks, measuring tasks over time to drive continuous improvement, and managing tasks rather than websites. 3. The approach aims to help organizations better understand user needs and improve key tasks and services.
Web Strategy from User Behaviour - J Boye Conference May 2010
- 1. Website Strategy based on Top Tasks Mike Atyeo, Neo Insight y , g J. J Boye Conference Philadelphia 2010 www.neoinsight.com Copyright © Customer Carewords Ltd. www.customercarewords.com
- 3. • Scan, don’t read • Look f matches k for h • Sensory-motor skills Sensory motor • Satisficing
- 5. Sigmund Freud From behaviour to strategy: 1. Identify Top Tasks 2. Measure Task Performance & Behaviour Copyright © Customer Carewords Ltd. – All Rights Reserved 14 May 2010 5
- 6. Top task identification Not all tasks are equal - the top 4 tasks garnered the same number of votes as the bottom 43 1. Employee Benefits 2. 2 Corporate News 3. Paid Time Off 4. Employee Perks Copyright © Customer Carewords Ltd. – All Rights Reserved 14 May 2010 6
- 7. The ‘long neck’ of user tasks Copyright © Customer Carewords Ltd. – All Rights Reserved 14 May 2010 7
- 8. Then... Then ...Now Copyright © Customer Carewords Ltd. – All Rights Reserved 14 May 2010 8
- 9. Copyright © Customer Carewords Ltd. – All Rights Reserved 14 May 2010 9
- 10. Business Tasks: Success Rates Task Performance Measures • Completion rates • Success, Failure, ‘Disaster’ • Time on Task • How Confident? Copyright © Customer Carewords Ltd. – All Rights Reserved 14 May 2010 10
- 11. Time on Task: Successful Medians (all Attempts) Copyright © Customer Carewords Ltd. – All Rights Reserved 14 May 2010 11
- 12. Clusters Show Task Paths Clusters of task completion times may represent different task paths – different navigation routes (including search). Copyright © Customer Carewords Ltd. – All Rights Reserved 14 May 2010 12
- 13. Photo Marketing Association Round Round Round Measure 1 2 3 Completion Rate 53% 68% 82% Tasks taking >2 min 4 3 1 Satisfaction Ratings 49% 60% 69% Copyright © Customer Carewords Ltd. – All Rights Reserved 14 May 2010 13
- 14. Copyright © Customer Carewords Ltd. – All Rights Reserved 14 May 2010 14
- 15. 180 enquiries/week $20M $1M Copyright © Customer Carewords Ltd. – All Rights Reserved 14 May 2010 15
- 17. Manage Tasks, Not Website(s) From... From To... To “Let’s fix the website...” “Let’s fix the Top Tasks...” Let s Let’s get a new Search Ensure the top 50 internal Engine... searches return excellent results. Revising our taxonomy and Bringing Top Task links and Information Architecture... functionality up the hierarchy. Let s Let’s buy the (Silver Bullet/ Make sure content for Top Tasks is Magic Wand) CMS... excellent. Let s Let’s customize our weblog Measuring Top Tasks. metrics... Copyright © Customer Carewords Ltd. – All Rights Reserved 14 May 2010 17
- 18. The ‘long neck’: Management focus How much relative resource to apply “Strategy renders choices about gy what not to do as important as choices about what to do... Some Which 5% of managers mistake ‘ t i t k ‘customer tasks to focus focus’ to mean they must serve on. all customer needs or respond to every request...” Michael Porter Copyright © Customer Carewords Ltd. – All Rights Reserved 14 May 2010 18
- 19. Benchmarking and Continuous Improvement Task / Measure Current End 2010 Jun 2011 Find a Program of Interest to You Successful completion 65% 80% 90% Time to completion 1m 48sec 1m 15sec 1m Disaster rate 16% 8% 5% Find the Course Pre-requisites Successful completion 65% 80% 90% Time to completion 2m 50sec 1m 30sec 1m Disaster rate 35% 15% 5% Copyright © Customer Carewords Ltd. – All Rights Reserved 14 May 2010 19
- 20. The 3 key changes to website strategy 1. Manage tasks – Not websites – Get the focus off technology and silos 2. Prioritise resources around top tasks – Use the ‘long neck’ to focus 3. Measure task performance – As a key, continuous organizational performance indicator – Data on behaviour (not opinion) Copyright © Customer Carewords Ltd. – All Rights Reserved 14 May 2010 20
- 21. Customers & Case Studies Customers include: – Intranets: Tetra Pak, IKEA, BBC, Schlumberger, city of Ottawa, Ottawa Canadian Federal Departments – Government: US Internal Revenue Service, UK Defra, Canadian Federal Departments – University: UNC Kenan Flagler, Embry Riddle, Study Group, U of Manitoba – E-Business: Wells Fargo, Schlumberger Cisco Microsoft Fargo Schlumberger, Cisco, Case Studies – Pioneer, UK Environment Agency, American Academy of Ophthalmology, UNC Kenan Flagler, Study Group – Customercarewords.com Copyright © Customer Carewords Ltd. – All Rights Reserved 14 May 2010 21
- 22. “Frederick W. Taylor was the first man in recorded history who deemed work deserving of systematic observation and study. “Taylor, though the Isaac Newton (or perhaps the Archimedes) of the science of work, laid only first work foundations, however. Not much has been added to them since - even though he has been dead all of sixty years.” (Peter Drucker) Copyright © Customer Carewords Ltd. – All Rights Reserved 14 May 2010 22
- 23. Copyright © Customer Carewords Ltd. – All Rights Reserved 14 May 2010 23
- 24. Contacts Mike Atyeo Strategic design Phone (613) 271‐3001 (613) 271‐3001 x101 Email info@neoinsight.com mike@neoinsight.com Web www.neoinsight.com www neoinsight com Mail Suite 374 Gord Hopkins 300 Earl Grey Drive User Experience Specialist Ottawa, Ontario (6 3) 7 300 x 0 (613) 271‐3001 x102 Canada K2T 1C1 d gord@neoinsight.com Scott Smith Competitive strategy (613) 271‐3001 x103 scott@neoinsight.com Lisa Fast Experience Designer (613) 271‐3001 x104 lisa@neoinsight.com li @ i i ht www.neoinsight.com Copyright © Customer Carewords Ltd. www.customercarewords.com