Post on 07-Apr-2017
Mobile government excellenceA research-based systematic approach
Tom Voirol, Global Head of User Engagement, Reading Room
Workshop agenda
1 Overview
2 Understanding your audiences
3 Developing m-Government frameworks
4 Design and test the citizen experience
5 Reflection: Insights and strategies
1 Overview
Drivers for m-government
Partners in m-government
Types of mobile services
What do we mean by mobile?
Drivers for m-government
• Cost reduction• Process
efficiency
• Context-awareness• Direct, ultrapersonal
contact
• Improved decision-making
• Better service provision
• Demand for transparency
• Desire for participation
Citizen-driven
Value-driven
Economy- driven
Technology-driven
1 Overview
Partners in m-government
Government
Citizen
Business
1 Overview
G2G
G2B
G2C
Types of mobile services
Information services• Policies• Procedures• Government
information
Interactive services• Calculators• Interactive
learning• Social media
Transactional services• Consuming
government services
• Citizen-specific
Integrated services• Combining services
& data from different ministries / boards
1 Overview
Information services
1 Overview
MOH iHealth SG
Interactive services
1 Overview
German Customs
Transactional services
1 Overview
Swedish Tax
Integrative services
1 Overview
GovHKNotifications
What do we mean by mobile?
1 Overview
Pick one organisation for your table
2 Understanding your audiences
“”
Until you understand your customers – deeply and genuinely – you cannot
truly serve them
2 Understanding your audiences
Rasheed Ogunlaru
2 Understanding your audiences
Internal audiences
Segmenting your audiences
Undertaking behavioural research
Capturing user requirements
Internal audiences
2 Understanding your audiences
Capture business requirements from all your departments:
• Communication requirements
• Engagement requirements
• Behaviour change requirements
Examples:
• “not enough people know about the night bus service”
• “we want to know what bothers people most about travelling on the MRT”
• “we would like more people to travel off-peak”
Exercise: Internal audience requirements
Identify the top three business requirements for the chosen organisation.
Time: 10 minutes + 2 minutes presentation per group
2 Understanding your audiences
Segmenting your audiences
2 Understanding your audiences
Segmenting your audiences
2 Understanding your audiences
Segmenting your audiences
Start by focusing
Brainstorming of audiences
Don’t forget these…
Prioritisation
Demographic analysis
Psychographic analysis
Social technographic analysis
2 Understanding your audiences
Start by focusing
If your ministry / statutory board covers a range of distinct topic areas, focus on one for your mobile engagement strategy
Example: Land Transport Authority (LTA) deals with:
• Public transport: Bus services and timetables, MRT / LRT, night buses, taxis, rail infrastructure projects
• Road use: Traffic situation, ERP, parking, construction projects
2 Understanding your audiences
Brainstorming of audiences
Everyone in the room gets a voice
Moderator runs a tight ship, may or may not contribute
5-10 minutes maximum
Everything that is said is written down, even if silly / duplicate / off-topic
No commenting, positive or negative
Use items already mentioned to springboard other ideas
When stream of ideas dries up, moderator makes one more round around the room to give everybody one more chance
After the brainstorming, clean up duplicates only
2 Understanding your audiences
Don’t forget these…
Current clients / customers / users / constituents
Potential clients / customers / users / constituents
Current employees
Potential employees
Your own management
Political entities (e.g. ministers)
Other public sector entities in Singapore
Similar authorities in other countries
Media / journalists / observers
2 Understanding your audiences
Example: Brainstorming
2 Understanding your audiences
Prioritisation
Play divide-the-dollar
Everyone in the room gets equal vote
Each participant gets $12 to spend
Everyone spends their money on audiences according to how they prioritise them
Nobody can spend more than $3 on any one audience
At the end, add up
2 Understanding your audiences
Example: Prioritisation
2 Understanding your audiences
Demographic analysis
2 Understanding your audiences
A
G
R
E
C
O
Age
Gender
Religion
Education
Culture
Occupation A Greco
Psychographic analysis
1 Understanding your audiences
O
V
A
L
P
I
Opinions
Values
Attitudes
Lifestyle
Personality
Interests
πOval Pi
Social technographic analysis
2 Understanding your audiences
Exercise: Audience segmentation
Pick one focus area from the organisation your table chose
Brainstorm audiences for the focus area
Play divide-the-dollar to identify the 3 most important audiences
Identify the most likely demographic markers for the top audiences
Identify the most likely psychographic markers for the top audiences
Estimate the most likely social technographic distribution for the top audiences
Time: 45 minutes + 5 minutes presentation per group
2 Understanding your audiences
Undertaking behavioural research
2 Understanding your audiences
Undertaking behavioural research
Why research
Attitudinal versus behavioural research
Quantitative versus qualitative research
Surveys
Online behavioural analytics
User interviews
Eating your own dog food
2 Understanding your audiences
Why research
2 Understanding your audiences
Attitudinal versus behavioural research
People lie (or bend the truth), mostly to tell the interviewer what they think they want to hear
Attitudes do not necessarily lead to action
Attitudinal research tends to focus on big picture sentiment
Behaviour, particularly perceived unobserved behaviour, is more reliable than stated opinion
Behaviour, resulting in action, is what achieves goals set out by the organisation
Behavioural research can be easily used at any stage of a design process for testing and validation
Attitudinal research Behavioural research
2 Understanding your audiences
Quantitative versus qualitative research
Statistical inference possible
Easy to increase sample size
Limited scope of findings
Great for tracking improvements over time in a numeric fashion
Best for proving enhancements have worked
No statistical inference possible
Time consuming to increase sample size
Allows delving into scenarios to uncover problems outside what is assumed
Best for designing experiences
Quantitative research Qualitative research
2 Understanding your audiences
Surveys
Ask as few questions as necessary
Only collect demographic information that you absolutely require
Ask about behaviours rather than attitudes“What do you think about XYZ”
“Describe the last time you did XYZ”
Ask about past behaviour, not hypothetical behaviour“If there were an app that showed you XYZ, would you use it?”
“When you want to know XYZ, what do you do?”
Ask open questions, not closed questions“Do you use ABC when you do XYZ?”
“Can you describe how you use ABC?”
2 Understanding your audiences
Online behavioural analytics
Google Analytics, Adobe (Omniture) SiteCatalyst, WebTrends…
Hits
Visits
Duration of visits
Pages per visit
Entry / exit pages
User paths
Goal conversions
Mobile usage
2 Understanding your audiences
Goal conversions
2 Understanding your audiences
Type Description ExamplesDestination / Funnel A specific location
loadsThank you for registering page
Duration Sessions that last a specific amount of time or longer
10 minutes or longer spent on a support site
Pages/Screens per session
A user views a specific number of pages or screens
5 or more pages or screens have been loaded
Event An action defined as an Event is triggered
Document download, social recommendation, video play, ad click
Destination / funnel goal
2 Understanding your audiences
Mobile usage
2 Understanding your audiences
User interviews
2-5 people per audience group
30-45 minutes per interviewee
Do not ask “what would you like from XYZ mobile?”
Explore people’s lives and how they intersect with your organisation
Delve into pain points and emotional states
No more than 5-10 starting questions
Let your interview be guided by what you learn
What would a good question be in your area?
2 Understanding your audiences
Example findings
“I’m never sure whether there is another bus I could take from a nearby stop”
“Sometimes I’m out and about with my mum who can’t walk well anymore. I wish I had a way to avoid waiting for a bus, only to find out it’s one of the old ones with steps”
“It happens quite a lot that I’m tired or so lost in my handphone that I missed my stop and have to walk quite a way back. If only my phone could wake or alert me at the stop before mine”
2 Understanding your audiences
Eating your own dog food
2 Understanding your audiences
“”
The golden rule for every businessman is this:Put yourself in your customer’s place
Eating your own dog food
2 Understanding your audiences
Orison Swett Marden
Eating your own dog food
Become the customer
Mystery shopping
Pay attention to your emotional states
Can be difficult to snap out of “knowing too much” mode
Be honest with yourself about your experience
How could you mystery shop your products/services?
2 Understanding your audiences
Exercise: Behavioural research
Step 1: For your table, pick one of your audiences identified. Put together a list of interview questions exploring the audience’s relationship to you in a way that touches on the mobile context.Time: 15 minutes
Step 2: Send one of your team to another table. At your table, interview the person who has just joined you to learn more about them, their situation and their touchpoints with your organisation. Think about how mobile can help with these touchpoints.Time: 20 minutes
Step 3: Present your one most important and one most surprising finding to everyone.Time: 5 minutes per table
2 Understanding your audiences
Capturing user requirements
2 Understanding your audiences
Capturing user requirements
Develop personas
Identify usage scenarios
Capture user journeys
2 Understanding your audiences
Develop personas
2 Understanding your audiences
Develop personas
Personas are fictitious representatives of your audience groups
They have personal information, a back story, interests, desires…
Personas make requirements tangible
Each persona is an amalgam of the people you’ve interviewed / observed / learned about
Each persona usually contains: • Full name• Profession• Relationship to you (audience type)• Age• Photo• Life and family situation• Back story relating to your topic• Interests, desires, media habits, transport needs, anything that relates to your topic
2 Understanding your audiences
Identify usage scenarios
For each persona develop a range of scenarios
Each scenario relates to a question in your persona’s mind and sets the stage for one or more interactions with your organisation
It explains what the person is thinking, why they are about to interact with you, and what they want to get out of it
Each persona will typically have between 3 and 50 scenarios
Recommended form:“As an <audience type> I want to <action to take> so that <benefit>”
2 Understanding your audiences
Scenario examples
“As a commuter I want to know what the quickest way is from my home in Bishan to my work in Tanjong Pagar so that I don’t have to leave so early in the morning”
“As a temporary resident I want to check on the status of my employment pass application so that I can know whether it will arrive in time for my travel overseas”
“As a taxpayer I want to know what impact the changes to the CPF laws will have on my ability to purchase an HDB flat”
“As a Singaporean I want to register on the website so that I can download the latest kindness movement wallpaper”
2 Understanding your audiences
Capture user journeys
You can aggregate scenarios into journeys
Journeys track a persona’s interaction with you from initial contact through all touchpoints to final dealings with your organisation
Journeys can play out over a few minutes or many years
When developing journeys you will likely discover additional scenarios that you have missed in the first round
Not all scenarios fit into a journey. Some are just one-off touchpoints
2 Understanding your audiences
User journey example
Eligibility
• Can we apply for a HDB flat as we are only PRs, not citizens?• Is there a maximum age for buying a HDB flat?
Financing
• How much does a typical not-too-old HDB flat in Punggol cost?• What’s the most expensive flat we could afford so that we can still save a little
for holidays each year?
Availability
• What 3-room flats are available near my parents’ place?• Can we bid for more than one flat, in case we don’t get our first choice?
Application
• What is the process for applying to buy?• What happens if we change our mind after application?
2 Understanding your audiences
Emotional journey
2 Understanding your audiences
User journey storyboarding
2 Understanding your audiences
User journey, literally
2 Understanding your audiences
Exercise: User requirements
Step 1: Develop one persona for your chosen audience group. Give him or her the attributes you feel help you understand that person
Time: 10 minutes
Step 2: For your persona, find between 5 and 10 scenarios. Focus on scenarios with a high likelihood of including a mobile touchpoint
Time: 20 minutes
Step 3: Find one likely user journey for your persona
Time: 5 minutes
2 Understanding your audiences
3 Developing m-Government frameworks
3 Developing m-Government frameworks
Understanding digital channels
Evaluating mobile media
Content strategy
Assembling an m-Government framework
Understanding digital channels
3 Developing m-Government frameworks
Understanding digital channels
Website / microsite
Email and SMS messaging
Social media
Offline touchpoints
Mobile channels
3 Developing m-Government frameworks
Website / microsite
3 Developing m-Government frameworks
For our SG government clients, 45-60% of visits are from mobile
Ideal for information dissemination, transactions
On mobile, do not make people:
• Fill out forms or sign up to things
• Provide information they don’t know off the top of their head
Mobile optimised or mobile responsive is essential
Use personalisation
Personalisation
3 Developing m-Government frameworks
Using what you know about a user to tailor the experience to them.
Change:
• what content you display
• what functionality you offer
• what emails you send out
Based on:
• the person’s transaction history
• their content consumption patterns
• their explicitly stated preferences
Personalisation
3 Developing m-Government frameworks
Personalisation
3 Developing m-Government frameworks
Personalisation
3 Developing m-Government frameworks
Email and SMS messaging
3 Developing m-Government frameworks
Is the email designed for easy reading on mobile?
Can they action immediately? People use their commute to “weed out” their inbox. CTA must be possible while on the go
Do not send from donotreply@ address. Allow two-way communication
SMS is the most immediate push notification
Personalise emails
• more than just “Dear <NAME>”
• use what you know about them
• recognise their situation and offer options accordingly
Social media
3 Developing m-Government frameworks
Social media
3 Developing m-Government frameworks
Two-way communication is essential
Speak in a human, conversational voice
Limited capacity to write in a mobile usage context
Which social networks are most used on mobile?
Which social networks are most mobile?
3 Developing m-Government frameworks
Offline touchpoints
3 Developing m-Government frameworks
Recognise people as they interact with you offline
Strong CRM capability is essential to capture all online and offline interactions
Data quality must be maintained
Singapore has the benefit of NRIC
Evaluating mobile media
3 Developing m-Government frameworks
Evaluating mobile media
Mobile web
Mobile responsive design
Native mobile apps
Development by third parties
3 Developing m-Government frameworks
Mobile web
Separate mobile site
Redirect mobile traffic to it
Always provide a way for users to revert to the desktop version
Duplicated
• Site management
• Content
• Design elements
• Code
• SEO efforts
3 Developing m-Government frameworks
Mobile optimised: Responsive design
3 Developing m-Government frameworks
Mobile optimised: Responsive design
3 Developing m-Government frameworks
Mobile optimised
Use where mobile content and functionality must differ strongly from desktop version
Code, styling duplicated. Must be maintained in two places
Worse for SEO
Need to manage multiple URLs
Can load faster
Use where mobile content and functionality are not radically different from desktop version
All code, styling exists only once. Maintenance easier
Better for SEO
All on one URL
Can load more slowly
Dedicated mobile site Mobile responsive website
3 Developing m-Government frameworks
Mobile responsive
Responsive design
Responsive content
Responsive functionality
Mobile first (progressive enhancement)
Desktop first (graceful degradation)
3 Developing m-Government frameworks
Distributed through app stores
Access to full device features
No connection required to launch
Native mobile apps
3 Developing m-Government frameworks
Native mobile apps
Access to all device features:
• Gesture-based navigation
• Offline use
• GPS, gyroscope, accelerometer
• Camera & microphone
• Push notifications
• Monetisation
Native availability (home screen)
Expensive to develop
Less flexible due to installed base
Long approval time
Cannot support all devices
Native apps pros Native apps cons
3 Developing m-Government frameworks
Mobile apps: OS spread
3 Developing m-Government frameworks
48.97%47.39%
3.64%
Singapore May 2014
iOSAndroidAll others
Mobile apps: How many?
3 Developing m-Government frameworks
Mobile web / native hybrid apps
3 Developing m-Government frameworks
Development by third parties
3 Developing m-Government frameworks
Development by third parties
3 Developing m-Government frameworks
Data.gov.sg data sharing principles1) Data shall be made easily accessible
Data shared publicly shall be shared on data.gov.sg or OneMap. For data that requires registration for access (e.g. APIs or chargeable datasets), a sample of the dataset should be made available prior to registration.
2) Data shall be made available for co-creationAll data shared publicly should adopt data.gov.sg's Terms of Use or ensure that the current Terms of Use allow for co-creation.
3) Data shall be released in a timely mannerAll data should be made available as quickly as possible. Information on the frequency of data updates shall be provided in the metadata.
4) Data shall be shared in machine-readable formatUnless it is not available, all data shall be published in machine-readable format (e.g. XLS, CSV).
5) Data shall be as raw as possibleData should be shared in as granular a form as possible but without compromising on data confidentiality or privacy.
Development by third parties: Examples
3 Developing m-Government frameworks
Carpark rates Dengue Lah! Pickaskool
Content strategy
3 Developing m-Government frameworks
Content strategy
Stop being a salesman Start being a publisher
3 Developing m-Government frameworks
“”
“Content strategy plans for the creation, publication,
and governance of content”
What is content strategy?
3 Developing m-Government frameworks
Kristina Halvorson, Brain Traffic
Herding content
3 Developing m-Government frameworks
Content types…Narrative(telling)
Utility
(helping)
Reward
(giving)
Social(connecting)
Stimulate conversation
3 Developing m-Government frameworks
The role of a content strategist
3 Developing m-Government frameworks
Content strategist
Content contributor
Content contributor
Content contributor
Community manager Editor
Content workflowStrategis
eAnalyse sources
Categorise
StructureCreate
Stakeholder review Edit Legal
review
EditApprove
Publish Test/ track
3 Developing m-Government frameworks
Editorial calendar
3 Developing m-Government frameworks
Social posting flow chart
3 Developing m-Government frameworks
Is it in your core competency?
Does it require some
explanation?Is it an original
thought?
Is it something you want
feedback on?
Does it have to do with people in
your network?Is it happening
right now?
Does anyone care?
Blog it
Facebook it
Tweet itSource: Zach Olsen, By Data Be Driven
NOYES
NOYES
NO
NO
YES
YES
NO
YES
YES
YES
NO
NO
Assembling an m-Government frameworkDept/Persona Website Mobile app Social media
Business requirement 1
Business requirement 2
Business requirement 3
User requirement 1
User requirement 2
User requirement 3
User requirement 4
User requirement 5
User requirement 6
3 Developing m-Government frameworks
Interactive Group Exercise
Develop a framework for your chosen organisation, aggregating all the business and user requirements gathered and mapping them to mobile engagement channels.
Time: 30 minutes
3 Developing m-Government frameworks
4 Design and test the citizen experience
4 Design and test the citizen experience
Low-cost, pragmatic techniques
Practical testing approaches
Commissioning external digital specialists
Low-cost, pragmatic techniques
4 Design and test the citizen experience
Low-cost, pragmatic techniques
Research techniques
A few research tips
Mockups
Prototypes
Agile development
4 Design and test the citizen experience
Research techniques
4 Design and test the citizen experience
A few research tips
DIY interviews
n=5
Friends & Family
Watch and learn
Stop being you!
4 Design and test the citizen experience
Mockups
4 Design and test the citizen experience
Prototypes
4 Design and test the citizen experience
Agile development
4 Design and test the citizen experience
Start small (MVP)
Build out from there
Release quickly, release often
Test in the wild
Agile development
4 Design and test the citizen experience
Research
Design
Build
Test
Release
Listen
Practical testing approaches
4 Design and test the citizen experience
Practical testing approaches
4 Design and test the citizen experience
Contextual enquiry
Lab testing
A/B testing
Contextual enquiry / lab testing
4 Design and test the citizen experience
A/B Testing
4 Design and test the citizen experience
Commissioning external digital specialists
4 Design and test the citizen experience
Commissioning external digital specialists
Considerations when employing or commissioning digital specialists for the design and development of your mobile touchpoints:
• Business focus
• Strategy first
• Research-driven
• Technology agnostic
4 Design and test the citizen experience
Interactive Group Exercise
Pick one of the mobile touchpoints identified in the previous exercise.
Sketch a mockup or sketchflow of a mobile experience satisfying that requirement at that touchpoint.
Time: 5 minutes to pick touchpoint
10 minutes class discussion
30 minutes to sketch mobile experience
4 Design and test the citizen experience
5 Reflection: Insights and strategies
5 Reflection: Insights and strategies
Applying the learnings to your situation
Where to from here?
Applying the learnings to your situation
5 Reflection: Insights and strategies
Applying the learnings to your situation
Note the three points you have learnt today that
• are most immediately applicable in your organisation, or
• are likely to have the most impact on your mobile efforts
• need the most convincing internally
Time: 10 minutes
Group discussion
5 Reflection: Insights and strategies
Where to from here?
5 Reflection: Insights and strategies
Where to from here?
Group discussion:
• Recruitment considerations
• Structural considerations
• Procurement considerations
• What else is holding you back?
5 Reflection: Insights and strategies
Image creditsMeeting table: Flickr user mnadi
Orange segments: Flickr user VerseVend
Brainstorming: Flickr user learnscope
Coin purse: Flickr user awee_19
Social technographics ladder: Forrester Research
Bird watchers: Flickr user OakleyOriginals
Dog food: Flickr user BuzzFarmers
Butterfly net: Flickr user therichbrooks
Scales: Flickr user swamibu
Aqueduct: Wikimedia Commons
Mobile lab: blinkux.com
Painter: Flickr user h-k-d
All other imagery: Public domain stock photography / unsplash.com