Engaging Citizens Online part 2: Methodology for developing the online user journey
December 5, 2015
Self-service only works if it really is easy to use. If online facilities are hard to use, or do not give the whole answer, then people will give up. Even worse, they will then try much more expensive offline channels such as the phone to find the information. They may also be disinclined to try online again.
Getting it right covers many different things, such as the careful choice of words, intuitive navigation, an information architecture that reflects user needs, a search engine that works really well, and, if you have one, an A to Z index that also works well. Alongside this is a commitment to ongoing user testing and analytics of use, all backed up by a management team that really understands why all these factors are critical. In short, writing for the web is a specialist skill and the organisation should be passionate about ensuring the best possible user experience.
Online social care suffers greatly from poor usability, with a few exceptions. How can this trend be turned around?