Post on 17-Jan-2015
description
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?