Applying Applying ecommerce ecommerce

to to local governmentlocal government

1 2 3

Why move from Why move from offlineoffline to to onlineonline??

Reach Operate Create new

Benefits

Reach

more people

Operate

with more efficiency

Create new models of

opportunity

Reach more people

$$$

Tota

l co

stIncrease efficiency

$

Tota

l co

st

$$$

offline

Co

st /

inte

ract

ion

Increase efficiency

$ online

Co

st /

inte

ract

ion

Increase efficiency

I want to go to Melbourne

Freedom of choice

I want to get a valuation of my property

Freedom of choice

Self

PricePricePricePrice

Ecommerce tradeoffs

Self

service

Ease of useConvenience

Convenience

Local govt tradeoffs

Self

service

Ease of use

service

Don’tDon’t force force

people onlinepeople online

Channel Strategy

But make online But make online

attractive attractive and and easyeasy

Channel Strategy

co-service model

Channel Strategy

New models

New models

Who moves first?

What to build?

Founded in 1998

Liquidated in 2000

$300m investment capital

Pets.com

How it works

Where can I get building consent information?

How it works

The way we think is The way we think is

radically differentradically differentthan the people we than the people we than the people we than the people we

design fordesign for

Inside out(our natural view)(our natural view)(our natural view)(our natural view)

language

Outside in(everyone (everyone (everyone (everyone else’s view)else’s view)else’s view)else’s view)

language

culture

experience

knowledge

research

design delivery

Ask (and listen)

Observe

Explore/Refine

100100100100arrive

35353535 continue online

65656565

}Why?!give up?phone?

exit and…

Measure

}Why?!phone?visit?

people spend more time on more time on other websites than on yours

RequestRequest product product oror serviceservice

Exchange of Exchange of moneymoney

Interactions

Provide Provide information information

Encourage Encourage Participation Participation

RequestRequest product product oror serviceservice

Context

Local governmentLocal governmentresolve or report a resolve or report a problem, apply for problem, apply for consent, request consent, request

Ecommerce Ecommerce Order books, music, Order books, music,

or clothes. or clothes.

Book travel or ticketsBook travel or tickets consent, request consent, request valuation…valuation…

Book travel or ticketsBook travel or tickets

�� Time on siteTime on site

�� Up sell/Cross SellUp sell/Cross Sell

� Time on site

� Pain

FunFun AnnoyingAnnoying

Exchange ofExchange of moneymoney

Context

Local governmentLocal governmentPay rates, fines, or Pay rates, fines, or

registrationregistration

Ecommerce Ecommerce Pay for stuff in Pay for stuff in

shopping cartshopping cart

� Effort to complete

� Change of mind

� Effort to complete

� Pain

Fulfil a Fulfil a desiredesire

Fulfil an Fulfil an obligationobligation

Provide Provide information information

Context

Local governmentLocal governmentParks, museums, Parks, museums,

vacancies vacancies

Ecommerce Ecommerce News, “news”, gamesNews, “news”, games

�� Time on siteTime on site

�� Repeat visitsRepeat visits

�� Ad revenue Ad revenue

�� Ease to findEase to find

� Time on site

� Pain

Entertain or Entertain or distractdistract

Answer a Answer a question question

EncourageEncourage participationparticipation

Context

Local governmentLocal governmentVote, discuss Vote, discuss

Ecommerce Ecommerce Create contentCreate content

Organise content Organise content

�� Participation Participation

�� ValueValue

Trivial Trivial ComplexComplex

�� Participation Participation

�� Democracy Democracy

Context

1979SONY Walkman

1984SONY Discman

Models change

1992SONY MD Walkman

1999SONY Network Walkman

2001APPLE iPod

Models change

201010 billion songs sold through iTunes Store

Environment changes

Mediums change

Mediums change

Expectations change

1990 2010

Benchmark Benchmark where you are todaywhere you are today

Define a vision Define a vision & how success & how success

would be measured would be measured

Roadmap

would be measured would be measured

Create a roadmap Create a roadmap that shows how that shows how

to deliver the vision in achievable to deliver the vision in achievable

phases phases

Thank youThank you! !

Questions?Questions?