Directgov strategic change, or just another website

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Directgov strategic change, or just another
website
Will Stengel
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Agenda

• Directgov the brief
• Aligning strategy and vision
• The importance of joined up government
• Designed around the citizen creating a
  consistent customer experience
• Evaluating our performance
• Future plans
• Strategic issues
• Lessons learnt

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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

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Directgov strategy and vision

• Governments 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

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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

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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!

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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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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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Directgov Vision Focus on the Customer
Customer Focused
Service Aggregation
Services
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Positive user ratings
Source Virtual Surveys Pop-up Survey, Aug 05
Responses made up of 11 Excellent, 37 V
good, 36 Good, 13 Fair, and 4 Poor
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Independent Tracking

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

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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

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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)

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National marketing campaign
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Directgov take-up vs. govt trend
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and from the Prime Minister
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 peoples 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.
1st November 2004
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Strategic issues

• Thinking outside the silos
• Communication
• Transforming government
• Customer pull v government push
• Responsibility for customer experience

• Content depth
• Role of the centre
• Role of departments
• Funding
• Governance

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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

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• Questions