Tips on Redesigning Your Website - TaxAdmin.orgredesigning your website: Website Redesign Tips 5...

06.19.12

Cathy Cleek CIO, Franchise Tax Board

Tips on Redesigning Your Website

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Common approach to redesigning of your website:

Website Redesign Tips

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Website Redesign Tips

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Another alternative for redesigning your website:

Website Redesign Tips

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Don’t!

Website Redesign Tips

Redesigns are wasteful, expensive, and ineffective. If you haven’t defined the problem, how is a redesign going to fix it?

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Website Redesign Tips

Don’t Redesign, Refine (user top tasks) •  Identify and prioritize •  Address regularly •  Low hanging fruit

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Website Redesign Tips

Holistic Approach •  Identify top tasks •  Site Analytics •  Customer Survey •  Usability Testing •  Key Performance Indicators

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Website Redesign Tips

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74.2%

15.6%

10.2%

Individual Business Tax Professional

Website Visitors

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Most of our visitors are individual taxpayers.

Website Redesign Tips

32.6%

29.3%

10.1%

0.9% 0.9% 0.9%

Refund Forms MyFTB Payment Online File Contact Us

Top Pages (Jan-May 2011)

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Website Redesign Tips

Survey data and web analytics reveal the top tasks of our users.

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Website Redesign Tips

Usability tests identify needed improvements.

100%

55%

90%

40%

0

45%

10%

60%

Refund Forms Payment File Online

Usability Test (April 2011)

Success Fail

56.8%

12.6% 11.1%

19.6%

Difficult Somewhat Difficult Somewhat Easy Easy

How easy or difficult was it?

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Website Redesign Tips

Most of our users find the website difficult to use.

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Website Redesign Tips

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Moving Forward •  Taxpayer Folder •  Notices •  Errors

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Website Redesign Tips

Website Roadmap A plan to manage the web as a business program.

•  Identify the website’s goals and business objectives

•  Define how success of the website will be measured and improved

•  Establish a governance and business management structure for the website

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Website Redesign Tips

Website Roadmap 1.  Website Governance and Management 2.  Performance Measurement 3.  Website Usability 4.  Content Management

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Website Redesign Tips

Resources •  Lou Rosenfeld •  Avinash Kaushik •  Steve Krug •  Gerry McGovern

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Website Redesign Tips