PowerPoint Presentation
Measuring Customer ExperienceGerry McGoverncustomercarewords.com
November 14, 2016
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Customer Carewords Ltd. customercarewords.com
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Continuous Improvement
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Customer Carewords Ltd. customercarewords.com
Tinytasks
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From 5,000 to 1,000 pages (80% decrease)70% increase in one-time
donations88% increase in monthly donors registered164% increase in
members registered348% increase in incoming links80% increase in
visitors
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Customer Carewords Ltd. customercarewords.com
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Customer Carewords Ltd. customercarewords.com
45 to 65,000 to 1,000
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Customer Carewords Ltd.
customercarewords.comhttps://www.ssf.no/13
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Customer Carewords Ltd. customercarewords.comLog out page14
Deleted 50% of all contentVisits to product pages increased by
520%
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Please look at the following list and choose the top 5 reasons
you come to the OECD.
1. Country surveys2. Compare countries3. Statistics on topics4.
Browse free publications
The Top task has as many votes as the bottom 28 tasks
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Customer Carewords Ltd. customercarewords.com
Top 20 OECD Customer Tasks
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Customer Carewords Ltd. customercarewords.com
Bottom 20 OECD Tasks
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Customer Carewords Ltd. customercarewords.comOECD: Team /
Stakeholders vs CustomersTasks% Customer Vote (2381)% Team Vote
(223)EmpathyStatistics on one particular topic5.9%9.6%163%Country
surveys / reviews / reports6.8%5.4%79%Compare country statistical
data6.2%5.2%84%Publication by topic4.6%5.1%109%Statistical
forecasts / projections3.8%4.7%124%Overview of what OECD
does1.2%4.7%407%Browse a publication online for
free5.1%4.6%91%International guidelines and standards (corporate
governance, tax havens, etc.)3.2%4.5%141%Basic facts, summaries and
overviews4.3%4.0%92%Statistics on one particular
country4.0%3.9%98%
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Customer Carewords Ltd. customercarewords.comSOURCESFOR THETASK
LIST
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Customer Carewords Ltd. customercarewords.comOrganization
strategy: Analyze corporate philosophy, vision and strategy
statements. What does the organization want to achieve over the
next five years, and specifically what does it want to achieve on
the Web? It is very important that you link your website strategy
to the overall strategy of the organization. This seems obvious but
strangely many websites are disconnected from core organizational
aims and objectives.Stakeholder interviews: Talk to key people
within the organization and find out what they think the purpose of
the website is. What do they think the customers top tasks are?
What do they think the top tasks should be? Examine existing
website: A good way to start is to copy level 1 and 2 of the
website classification into the longlist. Another good source is
the site index. Analyze top search terms: Do this by:Analyzing data
from the website search engine. Try to get the top 100 search terms
over a 12 month period. Google Adwords:
https://adwords.google.com/select/KeywordToolExternal. Enter
important words and phrases so as to see how people are searching
for them. For example, when we tested for flu we noticed that the
following terms were particularly searched for: flu symptoms, swine
flu symptoms. Google Trends: http://www.google.com/trends. If you
want to do deeper research and compare search word trends over
several years, then Google Trends is the place to go.Most visited
webpages: What are the top 100 most visited pages on the website
over the last year? (For a smaller website, the top 50 would be
enough.) Competitor or peer websites: A minimum of 4-6 should be
analyzed for tasks, particularly at a homepage level.Relevant
media: Are there magazines, specialist industry websites,
associations, etc.? Customer feedback: What are the most common
customer inquiries and complaints? Talk to support, help and sales
staff to get this sort of data. Customer research: Are there any
surveys or other research that show what tasks customers come to
the website to complete?Customer interviews: For a large project,
we would generally try to do 10-20 customer interviews. We dont
usually discover new tasks that we have not already discovered as a
result of analyzing the sources
CUSTOMER: 80%ORGANIZATION: 20%
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Customer Carewords Ltd. customercarewords.comOrganization
strategy: Analyze corporate philosophy, vision and strategy
statements. What does the organization want to achieve over the
next five years, and specifically what does it want to achieve on
the Web? It is very important that you link your website strategy
to the overall strategy of the organization. This seems obvious but
strangely many websites are disconnected from core organizational
aims and objectives.Stakeholder interviews: Talk to key people
within the organization and find out what they think the purpose of
the website is. What do they think the customers top tasks are?
What do they think the top tasks should be? Examine existing
website: A good way to start is to copy level 1 and 2 of the
website classification into the longlist. Another good source is
the site index. Analyze top search terms: Do this by:Analyzing data
from the website search engine. Try to get the top 100 search terms
over a 12 month period. Google Adwords:
https://adwords.google.com/select/KeywordToolExternal. Enter
important words and phrases so as to see how people are searching
for them. For example, when we tested for flu we noticed that the
following terms were particularly searched for: flu symptoms, swine
flu symptoms. Google Trends: http://www.google.com/trends. If you
want to do deeper research and compare search word trends over
several years, then Google Trends is the place to go.Most visited
webpages: What are the top 100 most visited pages on the website
over the last year? (For a smaller website, the top 50 would be
enough.) Competitor or peer websites: A minimum of 4-6 should be
analyzed for tasks, particularly at a homepage level.Relevant
media: Are there magazines, specialist industry websites,
associations, etc.? Customer feedback: What are the most common
customer inquiries and complaints? Talk to support, help and sales
staff to get this sort of data. Customer research: Are there any
surveys or other research that show what tasks customers come to
the website to complete?Customer interviews: For a large project,
we would generally try to do 10-20 customer interviews. We dont
usually discover new tasks that we have not already discovered as a
result of analyzing the sources
Task collection survey
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Customer Carewords Ltd. customercarewords.comOrganization
strategy: Analyze corporate philosophy, vision and strategy
statements. What does the organization want to achieve over the
next five years, and specifically what does it want to achieve on
the Web? It is very important that you link your website strategy
to the overall strategy of the organization. This seems obvious but
strangely many websites are disconnected from core organizational
aims and objectives.Stakeholder interviews: Talk to key people
within the organization and find out what they think the purpose of
the website is. What do they think the customers top tasks are?
What do they think the top tasks should be? Examine existing
website: A good way to start is to copy level 1 and 2 of the
website classification into the longlist. Another good source is
the site index. Analyze top search terms: Do this by:Analyzing data
from the website search engine. Try to get the top 100 search terms
over a 12 month period. Google Adwords:
https://adwords.google.com/select/KeywordToolExternal. Enter
important words and phrases so as to see how people are searching
for them. For example, when we tested for flu we noticed that the
following terms were particularly searched for: flu symptoms, swine
flu symptoms. Google Trends: http://www.google.com/trends. If you
want to do deeper research and compare search word trends over
several years, then Google Trends is the place to go.Most visited
webpages: What are the top 100 most visited pages on the website
over the last year? (For a smaller website, the top 50 would be
enough.) Competitor or peer websites: A minimum of 4-6 should be
analyzed for tasks, particularly at a homepage level.Relevant
media: Are there magazines, specialist industry websites,
associations, etc.? Customer feedback: What are the most common
customer inquiries and complaints? Talk to support, help and sales
staff to get this sort of data. Customer research: Are there any
surveys or other research that show what tasks customers come to
the website to complete?Customer interviews: For a large project,
we would generally try to do 10-20 customer interviews. We dont
usually discover new tasks that we have not already discovered as a
result of analyzing the sources
Customer feedback, research
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Customer Carewords Ltd. customercarewords.comOrganization
strategy: Analyze corporate philosophy, vision and strategy
statements. What does the organization want to achieve over the
next five years, and specifically what does it want to achieve on
the Web? It is very important that you link your website strategy
to the overall strategy of the organization. This seems obvious but
strangely many websites are disconnected from core organizational
aims and objectives.Stakeholder interviews: Talk to key people
within the organization and find out what they think the purpose of
the website is. What do they think the customers top tasks are?
What do they think the top tasks should be? Examine existing
website: A good way to start is to copy level 1 and 2 of the
website classification into the longlist. Another good source is
the site index. Analyze top search terms: Do this by:Analyzing data
from the website search engine. Try to get the top 100 search terms
over a 12 month period. Google Adwords:
https://adwords.google.com/select/KeywordToolExternal. Enter
important words and phrases so as to see how people are searching
for them. For example, when we tested for flu we noticed that the
following terms were particularly searched for: flu symptoms, swine
flu symptoms. Google Trends: http://www.google.com/trends. If you
want to do deeper research and compare search word trends over
several years, then Google Trends is the place to go.Most visited
webpages: What are the top 100 most visited pages on the website
over the last year? (For a smaller website, the top 50 would be
enough.) Competitor or peer websites: A minimum of 4-6 should be
analyzed for tasks, particularly at a homepage level.Relevant
media: Are there magazines, specialist industry websites,
associations, etc.? Customer feedback: What are the most common
customer inquiries and complaints? Talk to support, help and sales
staff to get this sort of data. Customer research: Are there any
surveys or other research that show what tasks customers come to
the website to complete?Customer interviews: For a large project,
we would generally try to do 10-20 customer interviews. We dont
usually discover new tasks that we have not already discovered as a
result of analyzing the sources
Top 50 search (annual: internal, external)
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Customer Carewords Ltd. customercarewords.comOrganization
strategy: Analyze corporate philosophy, vision and strategy
statements. What does the organization want to achieve over the
next five years, and specifically what does it want to achieve on
the Web? It is very important that you link your website strategy
to the overall strategy of the organization. This seems obvious but
strangely many websites are disconnected from core organizational
aims and objectives.Stakeholder interviews: Talk to key people
within the organization and find out what they think the purpose of
the website is. What do they think the customers top tasks are?
What do they think the top tasks should be? Examine existing
website: A good way to start is to copy level 1 and 2 of the
website classification into the longlist. Another good source is
the site index. Analyze top search terms: Do this by:Analyzing data
from the website search engine. Try to get the top 100 search terms
over a 12 month period. Google Adwords:
https://adwords.google.com/select/KeywordToolExternal. Enter
important words and phrases so as to see how people are searching
for them. For example, when we tested for flu we noticed that the
following terms were particularly searched for: flu symptoms, swine
flu symptoms. Google Trends: http://www.google.com/trends. If you
want to do deeper research and compare search word trends over
several years, then Google Trends is the place to go.Most visited
webpages: What are the top 100 most visited pages on the website
over the last year? (For a smaller website, the top 50 would be
enough.) Competitor or peer websites: A minimum of 4-6 should be
analyzed for tasks, particularly at a homepage level.Relevant
media: Are there magazines, specialist industry websites,
associations, etc.? Customer feedback: What are the most common
customer inquiries and complaints? Talk to support, help and sales
staff to get this sort of data. Customer research: Are there any
surveys or other research that show what tasks customers come to
the website to complete?Customer interviews: For a large project,
we would generally try to do 10-20 customer interviews. We dont
usually discover new tasks that we have not already discovered as a
result of analyzing the sources
Top 50 most visited pages, files (annual)
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Customer Carewords Ltd. customercarewords.comOrganization
strategy: Analyze corporate philosophy, vision and strategy
statements. What does the organization want to achieve over the
next five years, and specifically what does it want to achieve on
the Web? It is very important that you link your website strategy
to the overall strategy of the organization. This seems obvious but
strangely many websites are disconnected from core organizational
aims and objectives.Stakeholder interviews: Talk to key people
within the organization and find out what they think the purpose of
the website is. What do they think the customers top tasks are?
What do they think the top tasks should be? Examine existing
website: A good way to start is to copy level 1 and 2 of the
website classification into the longlist. Another good source is
the site index. Analyze top search terms: Do this by:Analyzing data
from the website search engine. Try to get the top 100 search terms
over a 12 month period. Google Adwords:
https://adwords.google.com/select/KeywordToolExternal. Enter
important words and phrases so as to see how people are searching
for them. For example, when we tested for flu we noticed that the
following terms were particularly searched for: flu symptoms, swine
flu symptoms. Google Trends: http://www.google.com/trends. If you
want to do deeper research and compare search word trends over
several years, then Google Trends is the place to go.Most visited
webpages: What are the top 100 most visited pages on the website
over the last year? (For a smaller website, the top 50 would be
enough.) Competitor or peer websites: A minimum of 4-6 should be
analyzed for tasks, particularly at a homepage level.Relevant
media: Are there magazines, specialist industry websites,
associations, etc.? Customer feedback: What are the most common
customer inquiries and complaints? Talk to support, help and sales
staff to get this sort of data. Customer research: Are there any
surveys or other research that show what tasks customers come to
the website to complete?Customer interviews: For a large project,
we would generally try to do 10-20 customer interviews. We dont
usually discover new tasks that we have not already discovered as a
result of analyzing the sources
Traditional / social media
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Customer Carewords Ltd. customercarewords.comOrganization
strategy: Analyze corporate philosophy, vision and strategy
statements. What does the organization want to achieve over the
next five years, and specifically what does it want to achieve on
the Web? It is very important that you link your website strategy
to the overall strategy of the organization. This seems obvious but
strangely many websites are disconnected from core organizational
aims and objectives.Stakeholder interviews: Talk to key people
within the organization and find out what they think the purpose of
the website is. What do they think the customers top tasks are?
What do they think the top tasks should be? Examine existing
website: A good way to start is to copy level 1 and 2 of the
website classification into the longlist. Another good source is
the site index. Analyze top search terms: Do this by:Analyzing data
from the website search engine. Try to get the top 100 search terms
over a 12 month period. Google Adwords:
https://adwords.google.com/select/KeywordToolExternal. Enter
important words and phrases so as to see how people are searching
for them. For example, when we tested for flu we noticed that the
following terms were particularly searched for: flu symptoms, swine
flu symptoms. Google Trends: http://www.google.com/trends. If you
want to do deeper research and compare search word trends over
several years, then Google Trends is the place to go.Most visited
webpages: What are the top 100 most visited pages on the website
over the last year? (For a smaller website, the top 50 would be
enough.) Competitor or peer websites: A minimum of 4-6 should be
analyzed for tasks, particularly at a homepage level.Relevant
media: Are there magazines, specialist industry websites,
associations, etc.? Customer feedback: What are the most common
customer inquiries and complaints? Talk to support, help and sales
staff to get this sort of data. Customer research: Are there any
surveys or other research that show what tasks customers come to
the website to complete?Customer interviews: For a large project,
we would generally try to do 10-20 customer interviews. We dont
usually discover new tasks that we have not already discovered as a
result of analyzing the sources
Existing website
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Customer Carewords Ltd. customercarewords.comOrganization
strategy: Analyze corporate philosophy, vision and strategy
statements. What does the organization want to achieve over the
next five years, and specifically what does it want to achieve on
the Web? It is very important that you link your website strategy
to the overall strategy of the organization. This seems obvious but
strangely many websites are disconnected from core organizational
aims and objectives.Stakeholder interviews: Talk to key people
within the organization and find out what they think the purpose of
the website is. What do they think the customers top tasks are?
What do they think the top tasks should be? Examine existing
website: A good way to start is to copy level 1 and 2 of the
website classification into the longlist. Another good source is
the site index. Analyze top search terms: Do this by:Analyzing data
from the website search engine. Try to get the top 100 search terms
over a 12 month period. Google Adwords:
https://adwords.google.com/select/KeywordToolExternal. Enter
important words and phrases so as to see how people are searching
for them. For example, when we tested for flu we noticed that the
following terms were particularly searched for: flu symptoms, swine
flu symptoms. Google Trends: http://www.google.com/trends. If you
want to do deeper research and compare search word trends over
several years, then Google Trends is the place to go.Most visited
webpages: What are the top 100 most visited pages on the website
over the last year? (For a smaller website, the top 50 would be
enough.) Competitor or peer websites: A minimum of 4-6 should be
analyzed for tasks, particularly at a homepage level.Relevant
media: Are there magazines, specialist industry websites,
associations, etc.? Customer feedback: What are the most common
customer inquiries and complaints? Talk to support, help and sales
staff to get this sort of data. Customer research: Are there any
surveys or other research that show what tasks customers come to
the website to complete?Customer interviews: For a large project,
we would generally try to do 10-20 customer interviews. We dont
usually discover new tasks that we have not already discovered as a
result of analyzing the sources
Competitor, peer websites / apps
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Customer Carewords Ltd. customercarewords.comOrganization
strategy: Analyze corporate philosophy, vision and strategy
statements. What does the organization want to achieve over the
next five years, and specifically what does it want to achieve on
the Web? It is very important that you link your website strategy
to the overall strategy of the organization. This seems obvious but
strangely many websites are disconnected from core organizational
aims and objectives.Stakeholder interviews: Talk to key people
within the organization and find out what they think the purpose of
the website is. What do they think the customers top tasks are?
What do they think the top tasks should be? Examine existing
website: A good way to start is to copy level 1 and 2 of the
website classification into the longlist. Another good source is
the site index. Analyze top search terms: Do this by:Analyzing data
from the website search engine. Try to get the top 100 search terms
over a 12 month period. Google Adwords:
https://adwords.google.com/select/KeywordToolExternal. Enter
important words and phrases so as to see how people are searching
for them. For example, when we tested for flu we noticed that the
following terms were particularly searched for: flu symptoms, swine
flu symptoms. Google Trends: http://www.google.com/trends. If you
want to do deeper research and compare search word trends over
several years, then Google Trends is the place to go.Most visited
webpages: What are the top 100 most visited pages on the website
over the last year? (For a smaller website, the top 50 would be
enough.) Competitor or peer websites: A minimum of 4-6 should be
analyzed for tasks, particularly at a homepage level.Relevant
media: Are there magazines, specialist industry websites,
associations, etc.? Customer feedback: What are the most common
customer inquiries and complaints? Talk to support, help and sales
staff to get this sort of data. Customer research: Are there any
surveys or other research that show what tasks customers come to
the website to complete?Customer interviews: For a large project,
we would generally try to do 10-20 customer interviews. We dont
usually discover new tasks that we have not already discovered as a
result of analyzing the sources
Organization strategy
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Customer Carewords Ltd. customercarewords.comOrganization
strategy: Analyze corporate philosophy, vision and strategy
statements. What does the organization want to achieve over the
next five years, and specifically what does it want to achieve on
the Web? It is very important that you link your website strategy
to the overall strategy of the organization. This seems obvious but
strangely many websites are disconnected from core organizational
aims and objectives.Stakeholder interviews: Talk to key people
within the organization and find out what they think the purpose of
the website is. What do they think the customers top tasks are?
What do they think the top tasks should be? Examine existing
website: A good way to start is to copy level 1 and 2 of the
website classification into the longlist. Another good source is
the site index. Analyze top search terms: Do this by:Analyzing data
from the website search engine. Try to get the top 100 search terms
over a 12 month period. Google Adwords:
https://adwords.google.com/select/KeywordToolExternal. Enter
important words and phrases so as to see how people are searching
for them. For example, when we tested for flu we noticed that the
following terms were particularly searched for: flu symptoms, swine
flu symptoms. Google Trends: http://www.google.com/trends. If you
want to do deeper research and compare search word trends over
several years, then Google Trends is the place to go.Most visited
webpages: What are the top 100 most visited pages on the website
over the last year? (For a smaller website, the top 50 would be
enough.) Competitor or peer websites: A minimum of 4-6 should be
analyzed for tasks, particularly at a homepage level.Relevant
media: Are there magazines, specialist industry websites,
associations, etc.? Customer feedback: What are the most common
customer inquiries and complaints? Talk to support, help and sales
staff to get this sort of data. Customer research: Are there any
surveys or other research that show what tasks customers come to
the website to complete?Customer interviews: For a large project,
we would generally try to do 10-20 customer interviews. We dont
usually discover new tasks that we have not already discovered as a
result of analyzing the sources
Stakeholder / Customer reviews
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Customer Carewords Ltd. customercarewords.comOrganization
strategy: Analyze corporate philosophy, vision and strategy
statements. What does the organization want to achieve over the
next five years, and specifically what does it want to achieve on
the Web? It is very important that you link your website strategy
to the overall strategy of the organization. This seems obvious but
strangely many websites are disconnected from core organizational
aims and objectives.Stakeholder interviews: Talk to key people
within the organization and find out what they think the purpose of
the website is. What do they think the customers top tasks are?
What do they think the top tasks should be? Examine existing
website: A good way to start is to copy level 1 and 2 of the
website classification into the longlist. Another good source is
the site index. Analyze top search terms: Do this by:Analyzing data
from the website search engine. Try to get the top 100 search terms
over a 12 month period. Google Adwords:
https://adwords.google.com/select/KeywordToolExternal. Enter
important words and phrases so as to see how people are searching
for them. For example, when we tested for flu we noticed that the
following terms were particularly searched for: flu symptoms, swine
flu symptoms. Google Trends: http://www.google.com/trends. If you
want to do deeper research and compare search word trends over
several years, then Google Trends is the place to go.Most visited
webpages: What are the top 100 most visited pages on the website
over the last year? (For a smaller website, the top 50 would be
enough.) Competitor or peer websites: A minimum of 4-6 should be
analyzed for tasks, particularly at a homepage level.Relevant
media: Are there magazines, specialist industry websites,
associations, etc.? Customer feedback: What are the most common
customer inquiries and complaints? Talk to support, help and sales
staff to get this sort of data. Customer research: Are there any
surveys or other research that show what tasks customers come to
the website to complete?Customer interviews: For a large project,
we would generally try to do 10-20 customer interviews. We dont
usually discover new tasks that we have not already discovered as a
result of analyzing the sources
ShortlistingRULES
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Customer Carewords Ltd. customercarewords.com
NO BRANDS
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Customer Carewords Ltd. customercarewords.com
NO GOALSI'd like to be happierI'd like to have more energyI'd
like to improve my family's healthI'd like to sleep betterLive
well
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Customer Carewords Ltd. customercarewords.com
NO ORG WORDS
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Customer Carewords Ltd. customercarewords.com
NO TOOLS / FORMATSCalculators Interactive Health Tutorials
Medical PodcastsPersonal Health ToolsPicture
slideshowsPodcastsSurgery Videos Videos
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Customer Carewords Ltd. customercarewords.com
NOT TOO HIGHFacts and FiguresConditionsDiseases Find
servicesFrequently asked health questionsInjury PreventionMedical
conditionsMind, Body, & Spirit
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Customer Carewords Ltd. customercarewords.com
NOT TOO LOWEmergency contraceptionNonprofit AgenciesPoems and
stories about healthCancerDiabetesWalk-in centres
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Customer Carewords Ltd. customercarewords.com
DISEASES / CONDITIONSBasic facts about conditions /
diseasesDifferent types of a condition / disease How is a condition
diagnosed? Is a condition / disease infectious?Myths about
conditions / diseases Other conditions / diseases linked to a
condition Seriousness of a condition / disease (prognosis)
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Customer Carewords Ltd. customercarewords.com
NO OVERLAPS
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Customer Carewords Ltd. customercarewords.com
NO DEMOGRAPHICS
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Customer Carewords Ltd. customercarewords.comTasks: This is
where we place the task word/phraseDuplicates: This column contains
task phrases that are very similar to each other.Class: This is the
broad classification that the task phrase fits into.Source: This is
where we got the task phrase. For example, Top 100 Search
Results.Internal Source: This identifies the person who put the
task on the list. (Sometimes a number of people will be involved
in
NO DEMOGRAPHICS
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Customer Carewords Ltd. customercarewords.com
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Customer Carewords Ltd. customercarewords.com
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Customer Carewords Ltd. customercarewords.com
50
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Customer Carewords Ltd. customercarewords.com
TASK PERFORMANCE INDICATOR
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Customer Carewords Ltd. customercarewords.comOrganization
strategy: Analyze corporate philosophy, vision and strategy
statements. What does the organization want to achieve over the
next five years, and specifically what does it want to achieve on
the Web? It is very important that you link your website strategy
to the overall strategy of the organization. This seems obvious but
strangely many websites are disconnected from core organizational
aims and objectives.Stakeholder interviews: Talk to key people
within the organization and find out what they think the purpose of
the website is. What do they think the customers top tasks are?
What do they think the top tasks should be? Examine existing
website: A good way to start is to copy level 1 and 2 of the
website classification into the longlist. Another good source is
the site index. Analyze top search terms: Do this by:Analyzing data
from the website search engine. Try to get the top 100 search terms
over a 12 month period. Google Adwords:
https://adwords.google.com/select/KeywordToolExternal. Enter
important words and phrases so as to see how people are searching
for them. For example, when we tested for flu we noticed that the
following terms were particularly searched for: flu symptoms, swine
flu symptoms. Google Trends: http://www.google.com/trends. If you
want to do deeper research and compare search word trends over
several years, then Google Trends is the place to go.Most visited
webpages: What are the top 100 most visited pages on the website
over the last year? (For a smaller website, the top 50 would be
enough.) Competitor or peer websites: A minimum of 4-6 should be
analyzed for tasks, particularly at a homepage level.Relevant
media: Are there magazines, specialist industry websites,
associations, etc.? Customer feedback: What are the most common
customer inquiries and complaints? Talk to support, help and sales
staff to get this sort of data. Customer research: Are there any
surveys or other research that show what tasks customers come to
the website to complete?Customer interviews: For a large project,
we would generally try to do 10-20 customer interviews. We dont
usually discover new tasks that we have not already discovered as a
result of analyzing the sources
Find a Passport Service Location 53
Success93%Success53%
Spring 2014Summer 2015Spring 2016
TASK COMPLETION
TIME-ON-TASK
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Customer Carewords Ltd. customercarewords.comOrganization
strategy: Analyze corporate philosophy, vision and strategy
statements. What does the organization want to achieve over the
next five years, and specifically what does it want to achieve on
the Web? It is very important that you link your website strategy
to the overall strategy of the organization. This seems obvious but
strangely many websites are disconnected from core organizational
aims and objectives.Stakeholder interviews: Talk to key people
within the organization and find out what they think the purpose of
the website is. What do they think the customers top tasks are?
What do they think the top tasks should be? Examine existing
website: A good way to start is to copy level 1 and 2 of the
website classification into the longlist. Another good source is
the site index. Analyze top search terms: Do this by:Analyzing data
from the website search engine. Try to get the top 100 search terms
over a 12 month period. Google Adwords:
https://adwords.google.com/select/KeywordToolExternal. Enter
important words and phrases so as to see how people are searching
for them. For example, when we tested for flu we noticed that the
following terms were particularly searched for: flu symptoms, swine
flu symptoms. Google Trends: http://www.google.com/trends. If you
want to do deeper research and compare search word trends over
several years, then Google Trends is the place to go.Most visited
webpages: What are the top 100 most visited pages on the website
over the last year? (For a smaller website, the top 50 would be
enough.) Competitor or peer websites: A minimum of 4-6 should be
analyzed for tasks, particularly at a homepage level.Relevant
media: Are there magazines, specialist industry websites,
associations, etc.? Customer feedback: What are the most common
customer inquiries and complaints? Talk to support, help and sales
staff to get this sort of data. Customer research: Are there any
surveys or other research that show what tasks customers come to
the website to complete?Customer interviews: For a large project,
we would generally try to do 10-20 customer interviews. We dont
usually discover new tasks that we have not already discovered as a
result of analyzing the sources
REMOTETESTING
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Customer Carewords Ltd. customercarewords.com
FASTER
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Customer Carewords Ltd. customercarewords.com
CHEAPER
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Customer Carewords Ltd. customercarewords.com
BETTER
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Customer Carewords Ltd. customercarewords.com
Top 20 OECD Customer TasksSELECT 8-12 TASK QUESTIONS
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Customer Carewords Ltd. customercarewords.comTASK QUESTION
CHECKLIST
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Customer Carewords Ltd. customercarewords.comOrganization
strategy: Analyze corporate philosophy, vision and strategy
statements. What does the organization want to achieve over the
next five years, and specifically what does it want to achieve on
the Web? It is very important that you link your website strategy
to the overall strategy of the organization. This seems obvious but
strangely many websites are disconnected from core organizational
aims and objectives.Stakeholder interviews: Talk to key people
within the organization and find out what they think the purpose of
the website is. What do they think the customers top tasks are?
What do they think the top tasks should be? Examine existing
website: A good way to start is to copy level 1 and 2 of the
website classification into the longlist. Another good source is
the site index. Analyze top search terms: Do this by:Analyzing data
from the website search engine. Try to get the top 100 search terms
over a 12 month period. Google Adwords:
https://adwords.google.com/select/KeywordToolExternal. Enter
important words and phrases so as to see how people are searching
for them. For example, when we tested for flu we noticed that the
following terms were particularly searched for: flu symptoms, swine
flu symptoms. Google Trends: http://www.google.com/trends. If you
want to do deeper research and compare search word trends over
several years, then Google Trends is the place to go.Most visited
webpages: What are the top 100 most visited pages on the website
over the last year? (For a smaller website, the top 50 would be
enough.) Competitor or peer websites: A minimum of 4-6 should be
analyzed for tasks, particularly at a homepage level.Relevant
media: Are there magazines, specialist industry websites,
associations, etc.? Customer feedback: What are the most common
customer inquiries and complaints? Talk to support, help and sales
staff to get this sort of data. Customer research: Are there any
surveys or other research that show what tasks customers come to
the website to complete?Customer interviews: For a large project,
we would generally try to do 10-20 customer interviews. We dont
usually discover new tasks that we have not already discovered as a
result of analyzing the sources
A TOP task
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Customer Carewords Ltd. customercarewords.com
Representative, typical, fixable
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Customer Carewords Ltd. customercarewords.com
Repeatable
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Customer Carewords Ltd. customercarewords.com
Does not contain clues Anti-SEO
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Customer Carewords Ltd. customercarewords.com
One task, one unique answer
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Customer Carewords Ltd. customercarewords.com
Independent from other tasks
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Customer Carewords Ltd. customercarewords.com
Target Time2 mins max
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Customer Carewords Ltd. customercarewords.com
Short & Clear 30 words or less
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Customer Carewords Ltd. customercarewords.com
Other considerations:Universaleveryone can do itEmotionally
neutralNot confidentialClearly different from other
tasksImmediately doableNo change within testing period
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Customer Carewords Ltd. customercarewords.com
Top 20 OECD Customer Tasks
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Customer Carewords Ltd. customercarewords.comTask 11 JapanWhat
are the OECDs latest recommendations regarding Japans health-care
system?Task 22 VietnamIn 2008, was Vietnam on the list of countries
that received official development assistance?Task 33 HeartDid more
males per capita die of heart attacks in Canada than in France in
2004?Task 44 TeacherWhat is the latest average starting salary, in
US Dollars, of a primary school teacher across OECD countries?Task
55 EmployWhat is the title of Box 1.2 on page 73 of OECD Employment
Outlook 2009?
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Customer Carewords Ltd. customercarewords.com71
CustomerSampleSelection
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Customer Carewords Ltd. customercarewords.com
73
Recruit 30 people(Youll need about 15)
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Customer Carewords Ltd. customercarewords.com74
Recruitment
considerationsExperienceRoleGender?Geography?Repeatable
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Customer Carewords Ltd. customercarewords.com75
Running the observationRemoteAgree starting placeWe are not
testing youSuccess rate and time-on-taskObserve customer
journeysRecommend improvements
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Customer Carewords Ltd. customercarewords.com76
TOP TASKS@ Cisco
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1. Download software2. Configure3. Troubleshooting
Cisco Customer Top Tasks
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Customer Carewords Ltd. customercarewords.comDownloading
Software
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Customer Carewords Ltd. customercarewords.com
79
Thanks Lara Hoganhttp://webpagetest.org
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80
2010: 15 Pages: 280 seconds Downloading Software 15 X 3.6 = 54
seconds 280 - 54 = 226 seconds20% Loading 80% Using
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Journey 1
1
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Customer Carewords Ltd. customercarewords.comThe most common
navigation path was using the Support mega-menu to access the
Download Software task. This option was quite well noticed, as it
should be for a top task.
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2
Journey 1
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Customer Carewords Ltd. customercarewords.comWhen people got to
this Download Software page, they had two options: to browse by
category...
...or to use the dedicated search. Since the browse option was
given priority visually, many people chose this path but it
entailed more steps. The Download Search worked quite well for this
task but few people saw or used this search capability.
In the current implementation, this page has been improved and
the search is given prominence. A type-ahead capability has also
been added which provides useful suggestions after typing just 3 or
4 characters. This should improve performance.People who chose the
product hierarchy section for navigation added 5 steps into the
Download Software process. See next slide for an example.
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26543Journey 1
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Customer Carewords Ltd. customercarewords.comChoosing the
product hierarchy route added a minimum of 5 extra steps into the
Download Software task, IF people were able to find the appropriate
category. Category selection often took too much time.
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Im assuming that one of these is the one I want.
7Journey 1
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Customer Carewords Ltd. customercarewords.comSame as during the
last test, everyone had difficulty determining which link was
appropriate.
More than half the people couldnt determine which link to click,
and cycled back to this page one or more times. A couple of people
aborted from this page.
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8Journey 1
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Customer Carewords Ltd. customercarewords.comSome people had
difficulty manipulating the hierarchy but all got the right link on
this page.
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9
Journey 1
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Customer Carewords Ltd. customercarewords.comThe Download Now
button is obvious when it is placed beside the hierarchy.
During testing, sometimes the Download Now button would appear
below the hierarchy. In a couple of instances it was not visible
without scrolling so the people thought nothing had happened and
clicked the Latest Release link one or two more times.
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10Journey 1
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Customer Carewords Ltd. customercarewords.comNOTE: The next
several slides make use of the process for the RV042 Software
Download, since it allowed test users to get past the last screen.
The steps are the same.People had just clicked on a link labelled
Download Now, but it lied. They now have to click another link
labelled Proceed With Download.
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11Journey 1
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Customer Carewords Ltd. customercarewords.comNot one person read
this page. They just clicked Agree. It questions the value of
having such a page as an extra, meaningless step in the
process.
89
12Journey 1
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Customer Carewords Ltd. customercarewords.comSeveral people
paused at this point, not sure which option to choose, apparently
not sure why they would choose one over the other. A couple of
people did click the link to verify Java was working on their
computer. The value of this step was unclear.
The Feedback section seems a bit premature. The person is 8
steps into the process but they still havent started the file
download.
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13Journey 1
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Customer Carewords Ltd. customercarewords.comIn the current
implementation, yet another step is placed in the way of the
first-time downloader. We did not see this dialog during
testing.
91
14
Journey 1
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Customer Carewords Ltd. customercarewords.comEven after
selecting the Download option, the download does not proceed.
People have to click another Download link.
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15There are a lot of steps before you get to downloadJourney
1
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Customer Carewords Ltd. customercarewords.comFinally, the 15th
step and the Download Software process is complete. For a top task,
this process is far too long and complicated.
93
Download firmware: Obtain the latest firmware for your RV082
router compatible with Version 3 hardware.
Very GoodTPI = 75Task 1 performance =Success Rate
Comparisons
August 2011February 2012
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Customer Carewords Ltd. customercarewords.comPrevious TPI was
36One failure was due to a time limit while one person searched
through PDFs of release notes to confirm version 3 compatabilityOne
disaster due to person selecting the Firmware Rescue Utility94
Completion Time Comparisons
Download firmware: Obtain the latest firmware for your RV082
router compatible with Version 3 hardware.
Very GoodTPI = 75Task 1 performance =GoodMinorMajorCritical
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Customer Carewords Ltd. customercarewords.comMedian time on task
was 221 seconds with the fastest times being 86, 116 and 165New
median time on task is 102 seconds with the fastest times being
much more uniform at 50, 56, and 5695
1234
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Customer Carewords Ltd. customercarewords.comThe new process is
only 1 step after you say you want to Download96
November 2012 : Pretend you have forgotten the password for the
Cisco account and take whatever actions are required to log
in.Success/Failure RatesCompletion Time
Password recovery =
Minor Issues (50-59) TPI = 59
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Customer Carewords Ltd. customercarewords.com
May 2013: Pretend you have forgotten the password for the Cisco
account and take whatever actions are required to log
in.Success/Failure RatesCompletion Time
Password Recovery =
Fair (60-69) TPI = 68Good0-2.25 x Target * All Failure times
treated as 300 secondsMinor Time Issue2.25-3.25 x TargetMajor Time
Issue3.25-5.75 x TargetCritical Time IssueAbove 5.75 x Target
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102
July 2014 OverallMar 2014 Overall
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103
Bug Task Success Rate Comparisons 2012 - present
Dec 2014TPI 49
Nov 2013TPI 6Apr 2014TPI 3Jul 2014TPI 25Turning Results into
ActionWe monitor Top Task performance on an ongoing basisOct
2012May 2013July 2013Feb 2012Jun 2012Feb 2013
TPI 6TPI 15TPI 17TPI 39TPI 23TPI 82015 TPI Goal: 55Ran a pilot
test to simulate a possible solution. It worked!
7. TPI is a surveillance tool. In order to routinely monitor the
performance of the site, wehave decided to conduct a Support TPI
study every quarter. Therefore, wehave selected 10 support tasks
that are tested each time so that we can identify improvement or
relapses against a benchmark.These make up the Support TPI.
The support TPI is overall TPI score is roughly an average of
the score of all 10 tasks.104
Long form + NO design improvementsShort form + 3 design
improvementsLong form + 3 design improvementsShort form + 3 design
improvementsCreate a new guest account to access the Cisco.com
website and log in with this new account.
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Customer Carewords Ltd. customercarewords.comMandatory fields
clearly indicated (and mattered less)Improved password guidanceNo
address mis-match errors
105
Jun 2015Dec 201422 mandatory and optional fields11 mandatory
fieldsThe 3 design improvements were:Mandatory fields onlyImproved
password guidanceNo address mis-match errors
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Customer Carewords Ltd. customercarewords.comRegistration
Support Tickets
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Customer Carewords Ltd. customercarewords.comBenefits of Top
Tasks Management23 fields in form down to 1180% productivity
improvementRegistration time is down to 2 minutes from 3:253 people
less required to support customer registration
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Customer Carewords Ltd. customercarewords.com3
http://gerrymcgovern.com/books/transform-rebels-guide-digital-transformation
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Customer Carewords Ltd. customercarewords.com
+353 87 238 6136
@gerrymcgovern
[email protected]
Thank you
customercarewords.comWWW.
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