ConCon Manchester: user journeys for services
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User journeys for services Sean Walsh Sophy Colbert
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Transcript of ConCon Manchester: user journeys for services
User journeys for servicesSean WalshSophy Colbert
GDSSean
Why do people use a service?
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They have to do something?
● They have to for their job● A letter told them they have to● A court's told them they have to
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Or they want to…
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OPGSophy
How do people find a service?
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● organic search (usually good)● internal search (sometimes not good)● direct (risky)● referral (expectations may not be met)
OPGSophy
User research tells content designers:● what people do before they start● what else they are doing at the time● why they read - has something gone
wrong?
OPGSophy
● laptop/desktop (mostly focused on the task in hand)
● mobile/tablet (almost certainly multi-tasking)
Where do content designers come in?
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Good content from the start
Research early, influence early
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Talk to GDS (early)● what have you found out?● how should your service link to
GOV.UK content?
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Inside the service
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How do people fail?They haven’t got somethingThey don’t know what to enter
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OPGSophy
When things go wrong...
...people pick up the phone
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Contact centre calls can tell us a lot:● what went wrong● why it went wrong
But content centre staff are under pressure to finish calls quickly
OPGSophy
A small group of super users can:● spend more time on the phone with
people● talk about user journeys to the
business
● Letters● Forms● Emails● Text messages
Part of the journey too, so let’s make sure they’re clear
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Test these things too
Put them in front of people if you have lab time
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Do you need to slow people down?What do you need to tell them?Are you sure they’re on the right journey?
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Build trust
Reassure people
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Tracking
“Where’s my thing” is the reason people call…
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But it’s a problem when an organisation hates giving waiting times
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Talking to communications about user journeys:● media coverage● outward comms/marketing
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Talking to ‘the business’ about user journeys:● push back on requirements● eliminate opinion● it’s interesting!
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Journey complete!
