Regional Web Strategy - easy.brussels · Belgian 1514 60,55% EU (non-Belgian) 420 68,15%...

Regional Web Strategy COPIL ● Intermediary results

Internet Architects ● September 2020

FASE 1: ANALYSE (“AS-IS”) FASE 2: BENCHMARK (“3 PEERS”) FASE 3: AANBEVELINGEN (“TO-BE”)

Legislation

Customers

Stakeholders

Management

Iteration

Delivery

Weekly status

Where are we now?

SDG: to do’s 12/20SDG: impactanalyse

User survey

User interviews (10)

Stakeholder interviews (4)

SWOT workshop (20)

Stakeholder survey

Benchmark “satisfaction”

Benchmark “3 peers”

Stakeholder map

Governance survey

• Digital Maturity Scan

• Operating Model AS IS

• Technology AS IS

Benchmark survey “3 peers”

• Value Proposition

• Brand Architecture

• Guiding Principles

TO BE: Value Proposition

TO BE: Roadmap & Milestones

TO BE: Standards Framework

TO BE: Operating Model

TO BE: Governance Model

Feedback Loop

Verwerking PresentatieVerwerking Finale Deliverables

• Ambitions

• Enablers

■ Done ■ Started ■ Current -- To do

Analysis (AS-IS)

Analysis (AS-IS) SDG : information area implementation (deadline: dec. 2020)

3. Stakeholder Experience

1. Single Digital Gateway

2. User Experience

4. Governance

OPTIECRITERIUM →

Timing (40%)

Strategy objectives (30%) Cost factors (30%)RE-

SULTSDeadline

12/20UX Identity Standards Processes Dev Maintenan

ceLongevity

GEWICHT (%) → 40% 7,5% 7,5% 7,5% 7,5% 15% 10% 5%

1— Behoud bestaande portaalsite (be.brussels) — Aanmaak en beheer SDG-informatie in de bestaande portaalsite (“Plone”) — Publicatie SDG-informatie op de bestaande portaalsite (SDG-sectie)

7 8 10 4 5 7 9 6 7,08

2— Behoud bestaande portaalsite (be.brussels) — Aanmaak en beheer SDG-informatie in de stappencatalogus (“BAS”)— Publicatie SDG-informatie binnen de stappencatalogus— Stappencatalogus “live” zetten en doorlinken vanuit portaalsite

0 0 0 0 0 0 0 0 0,00

3— Behoud bestaande portaalsite (be.brussels) — Aanmaak en beheer SDG-informatie in de stappencatalogus (“BAS”)— Aparte (“headless”) subsite gebaseerd op de BAS-API— Doorlinken vanuit portaalsite naar de subsite

0 0 0 0 0 0 0 0 0,00

4— Creatie nieuwe portaalsite (be.brussels) — Aanmaak en beheer SDG-informatie in de nieuwe portaalsite (technologie???)— Publicatie SDG-informatie op de nieuwe portaalsite (SDG-sectie)

0 0 0 0 0 0 0 0 0,00

5— Creatie nieuwe portaalsite (be.brussels) — Aanmaak en beheer SDG-informatie in de stappencatalogus (“BAS”)— Integratie van de SDG-informatie in de nieuwe portaalsite (op basis van de API)

0 0 0 0 0 0 0 0 0,00

6— Creatie nieuwe portaalsite (be.brussels) — Aanmaak en beheer SDG-informatie in de stappencatalogus (“BAS”) — Publicatie SDG-informatie binnen de stappencatalogus — Sectie “Procedures & info” die doorlinkt naar de stappencatalogus

0 0 0 0 0 0 0 0 0,00

7— Verwijderen bestaande portaalsite (be.brussels) — Release van de stappencatalogus als nieuwe portaalsite— Aanmaak en beheer SDG-informatie in de stappencatalogus (“BAS”)— Publicatie SDG-informatie binnen de stappencatalogus

0 0 0 0 0 0 0 0 0,00

8

— Verwijderen bestaande portaalsite (be.brussels)— Release van de stappencatalogus als nieuwe portaalsite— Aanmaak, beheer en publicatie SDG-informatie in de stappencatalogus (“BAS”)— Integratie van overblijvende content uit portaalsite in de stappencatalogus

0 0 0 0 0 0 0 0 0,00

Analysis (AS-IS) Overall satisfaction (2.336 responses ● 52 URLs)



2. User Experience

4. Governance

Detractor (-) Promoter (+) Take action score

Out-of-date information Up-to-date information 2,41%

Inaccurate information Accurate information 0,00%

Incomplete information Complete information 11,44%

Full of jargon, corporate speak Plain language 4,40%

Hard to contact a person Easy to contact a person 20,63%

Hard to participate / give feedback Easy to participate / give feedback 4,86%

Misleading, not transparent Gives me the facts / transparent 1,88%

Has no ratings, reviews, recommendations Has ratings, reviews, recommendations 5,35%

Poor search results Helpful search results 12,13%

Confusing menus and links Clear menus and links 13,19%

Cluttered layout / hard to read Simple layout / easy to read 12,57%

Looks unattractive / unappealing Looks attractive / appealing 5,69%

Slow to do things Fast to do things 5,46%

63,95% customer satisfaction

-2,0%

-2,1%

-4,2%

-4,8%

-4,2%

-1,7%

-0,8%

-1,7%

-6,5%

-1,7%

-4,2%

-1,0%

-1,3%

3,5%

0,4%

4,4%

8,5%

5,1%

0,5%

2,5%

1,9%

2,5%

3,9%

7,3%

14,8%

5,5%

Analysis (AS-IS) Satisfaction for be.brussels (180 responses)



2. User Experience

4. Governance

Detractor (-) Promoter (+) Take action score

Out-of-date information Up-to-date information 5,60%

Inaccurate information Accurate information 0,00%

Incomplete information Complete information 8,96%

Full of jargon, corporate speak Plain language 6,72%

Hard to contact a person Easy to contact a person 16,66%

Hard to participate / give feedback Easy to participate / give feedback 6,45%

Misleading, not transparent Gives me the facts / transparent 0,33%

Has no ratings, reviews, recommendations Has ratings, reviews, recommendations 5,27%

Poor search results Helpful search results 10,34%

Confusing menus and links Clear menus and links 11,73%

Cluttered layout / hard to read Simple layout / easy to read 14,55%

Looks unattractive / unappealing Looks attractive / appealing 9,48%

Slow to do things Fast to do things 3,89%

50,47% customer satisfaction

-2,1%

-4,4%

-6,8%

-5,8%

-5,1%

-2,3%

-0,5%

-3,0%

-7,7%

-3,5%

-4,7%

-0,5%

-3,0%

3,0%

1,9%

2,6%

5,1%

4,4%

2,6%

1,4%

2,6%

4,2%

5,6%

12,6%

4,4%

Analysis (AS-IS) Satisfaction: per website (FR/NL/EN combined)



2. User Experience

4. Governance

66,67%

66,67%

83,33%

42,86%

100,00%

80,00%

50,00%

64,71%

38,10%

50,00%

89,29%

56,82%

58,06%

85,29%

53,95%

82,05%

63,64%

76,92%

67,55%

76,47%

70,22%

50,47%

67,35%

60,88%

60,18%

61,73%

63,95%

Website (FR/NL/EN combined)

(Overall) 2236 63,95%

actiris.brussels 490 61,73%

fisc.brussels 422 60,18%

environnement.brussels 278 60,88%

stib-mivb.be 255 67,35%

be.brussels 180 50,47%

lez.brussels 159 70,22%

bruxellesformation.brussels 151 76,47%

logement.brussels 81 67,55%

qualitedelair.brussels 59 76,92%

werk-economie-emploi.brussels 46 63,64%

1819.brussels 32 82,05%

www.arp-gan.be 30 53,95%

goodfood.brussels 26 85,29%

iriscare.brussels 24 58,06%

pouvoirs-locaux.brussels 15 56,82%

gardens.brussels 11 89,29%

cirb.brussels 9 50,00%

urban.brussels 9 38,10%

pompiers.brussels 6 64,71%

innoviris.brussels 5 50,00%

sau-msi.brussels 4 80,00%

recettes4saisons.brussels 4 100,00%

belexpo.brussels 3 42,86%

port.brussels 2 83,33%

easy.brussels 2 66,67%

usquare.brussels 2 66,67%

TakeawaysTakeaways

Most satisfied users: • STIB-MIVB • LEZ • Bruxelles Formation • Air quality • 1819 • Goodfood • Gardens

Least satisfied users: • Portal (be.brussels) • ARP-GAN • Iriscare • Pouvoirs Locaux • CIRB • Urban • Innoviris • Belexpo

Analysis (AS-IS) Satisfaction: per demographic (1/2)



2. User Experience

4. Governance Language

(Overall) 2236 63,95%

FR 1651 65,21%

EN 489 63,99%

NL 196 53,47% 53,47%

63,99%

65,21%

63,95%

Nationality

(Overall) 2236 63,95%

Belgian 1514 60,55%

EU (non-Belgian) 420 68,15%

(unanswered) 208 74,38%

Rest of the world 194 73,00% 73,00%

74,38%

68,15%

60,55%

63,95%

Residence

(Overall) 2236 63,95%

Brussels-Capital Region 1659 62,00%

Belgium (non-Brussels) 323 62,30%


Outside of Belgium 112 78,41% 78,41%

75,41%

62,30%

62,00%

63,95%

Frequency of visits

(Overall) 2236 63,95%

Infrequently 970 59,76%

Weekly 509 62,74%

Daily 441 69,50%

Monthly 416 68,94% 68,94%

69,50%

62,74%

59,76%

63,95%

Takeaways

Most satisfied users:

• Foreigners (tourists?) • Frequent visitors

Least satisfied users:

• Belgian • NL • Infrequent visitors

Analysis (AS-IS) Satisfaction: per demographic (2/2)



2. User Experience

4. Governance

Role

(Overall) 2236 63,95%

Citizen 1095 62,09%

Unemployed 526 67,65%

Other 185 61,45%

Entrepreneur, self-employed 137 63,80%

Employee (private sector) 135 59,65%

Employee (public sector) 120 59,63%

Tourist 61 77,86%

Student 55 77,94%

Teacher 22 72,22% 72,22%

77,94%

77,86%

59,63%

59,65%

63,80%

61,45%

67,65%

62,09%

63,95%

Age

(Overall) 2236 63,95%

35-44 514 58,63%

45-54 478 64,85%

25-34 422 65,83%

55-64 381 61,42%

65+ 278 63,58%


18-24 109 79,31%

Under 18 22 76,32% 76,32%

79,31%

70,15%

63,58%

61,42%

65,83%

64,85%

58,63%

63,95%

Did you find what you were looking for?

(Overall) 2236 63,95%

Yes 1548 77,73%

No 670 30,04%

(unanswered) 118 77,35% 77,35%

30,04%

77,73%

63,95%

Takeaways

Most satisfied users:

• Students • Tourists • Teachers • Teenagers & young adults

Least satisfied users:

• Citizens • Employees (private &

public sector) • Age 35-44

Analysis (AS-IS) Qualitative feedback: how could we improve?



2. User Experience

4. Governance

• More contact options • Professional layout & design • More search filters • Better English, Dutch translations • More languages • More digital flows (“less offline”) • Alternatives for digital flows • Better navigation • Faster reaction to mails/calls • Website speed, performance • Talk to a real person • Fewer websites • Better search • More up-to-date information • Better route planner

• More consistency • Better profile-matching (e.g. jobs) • Better tailoring to citizen needs • Better waste collection • Free Wifi • Better mobile app (more functions) • Less text • Better ability to give feedback / file a

complaint • Easier login • Easy-to-use maps with locations • More info on infrastructure works • More busses • More training options • List of all available services

Analysis (AS-IS) 4 key stakeholder interviews



2. User Experience

4. Governance

FOCUS AREA TOPICS

1.User experience &

usability

— Need for better wayfinding (‘anchor points’) — Clean up the “jungle” of websites and social media — Focus on our strongest assets & tools (Stappencatalogus, MyBrussels, Fix my Street, IRISbox, datastore, hub, Innoviris, …) — Improve assistance & support (one contact center?) — Increase personalisation (“ID Bruxelloise”, “Once Only”)

2.Visual identity &

coherence

— More visual consistency (“everyone wants to be his own brand”); we need governance on branding and look & feel — Improve awareness around current guidelines — Need for reusable components that offer enough sophistication & flexibility — Our internal complexity should be invisible to our end users

3.Processes & efficiency

— Clarify roles & responsibilities: who’s responsible for what? And how can I reach them? — Need for a regional service catalog and a transparant roadmap — Need for “centers of excellence” for expert advice (PM, technology, communication) — Increase horizontal collaboration & interactions

4.Budgets & staffing

— Increase synergies in functions and budgets (“mutualisation des compétences et des budgets”) — Improve function clarity (“Production vs Operations”, “IT vs Communication”, “Implementation vs Hosting”, …) — Rationalise framework contracts (+ decrease number of different contractors) — Increase “group purchases” (e.g. software)

5.Technology & data

— Professionalise our digital transformation (“PDFs ≠ digital!”) — Develop a 360° view on our customers (CRM) — Websites are technology, not brochures — Focus on data and data reuse (API’s, data store, open data, once only principle)

6.Governance & KPI’s

— Develop a common strategy with regulare updates to keep it relevant over time (“no static document”) — Need for stability (goals & objectives that are independent of the current legislature) — Need for smart centralisation while still giving enough flexibility for business owners to make their own decisions — Need for political buy-in and enabling policies

Philippe Coppens, Patricia Abarca de la Fuente, Nicolas Locoge, Marnix Tack

Strengths Opportunities

Weaknesses Threats

Analysis (AS-IS) SWOT workshop (27-08-2020)



2. User Experience

4. Governance

18 SPOCs throughout the organisation

TOMORROW → ← TODAY

Analysis (AS-IS) Governance survey



2. User Experience

4. Governance

Throughout the organisation

1. Digital self-evaluation (26 criteria)

2. Organisation (AS-IS)

• Current strategic goals & KPIs

• Current missions, programmes, projects

• Internal functions & staffing

• External suppliers & contractors

• Digital channels

• Current budgets

• Internal know-how + access to external expertise

3. Technology (AS-IS):

• Current systems landscape (content, multimedia, project management, data, personalisation, ERP, customer insights & analytics, customer support, …)

• System suppliers & licenses

• Adoption of open data standards

• Adoption of Once Only Principle

Benchmark

Benchmark CCI - international benchmark - all sectors

1. Benchmark: user satisfaction

2. Benchmark:3 peers

0%

25%

50%

75%

100%

1 6 11 16 21 26 31 36 41 46 51 56 61 66 71 76 81 86 91 96 101 106 111 116 121 126 131 136 141 146 151 156 161 166 171 176 181 186 191 196 201 206 211 216 221 226 231 236 241 246 251 256 261 266 271 276 281 286 291 296 301 306 311 316 321 326 331

0%

16%

19%

22%24%

26%28%29%

31%33%33%34%34%

36%38%

40%41%43%44%45%

47%48%49%51%52%53%54%55%56%57%57%58%

60%61%62%63%63%63%64%65%66%67%67%68%69%70%70%71%72%73%74%74%76%77%78%

80%81%82%83%85%86%87%

89%91%

93%

Brussels (all)

63,95%be.brussels

50,47%

Belgium.be

63%

0%

25%

50%

75%

100%

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62

Benchmark CCI - international benchmark - government


2. Benchmark:3 peers Brussels (all)

63,95%be.brussels

50,47%

Belgium.be

63%

Benchmark Benchmark with 3 peers


2. Benchmark:3 peers

1. Selection: Belgium.be, Estland, Canada, (Spain, Flanders)

2. Desk research: public information

• Vision & mission statements

• Strategic goals & KPIs

• Brand Architecture

• Guiding Principles

• Digital landscape (centralised-decentralised)

• Digital agenda, main missions

3. Survey: governance, operating model & technologies

• Same survey as internal Brussels survey

Next steps

SEPTEMBER OCTOBER NOVEMBER DEC14/09 21/09 28/09 05/10 12/10 19/10 26/10 02/11 09/11 16/11 23/11 30/11 07/12

1. ANALYSE (AS-IS)

1.1 Single Digital Gateway : tussentijds rapport

1.2 Analyse Customer Experience

User survey: goals, frictions, tevredenheid (CCI)

User interviews : customer needs (10 sessies, 1 uur)

1.3 Analyse Stakeholder Experience

Key stakeholder interviews (4)

SWOT workshop (20 deelnemers)

Interne survey

1.4 Analyse organisatiestructuur

Zelfevaluatie (26 criteria)

Operating model “AS IS”

Technologielandschap “AS IS”

1.5 Verwerking: inzichten & visualisatie (NL + FR)

2. BENCHMARK

2.1 Benchmark user experience & satisfaction (CCW)

2.2 Benchmark desk research ("3 peers")

2.3 Benchmark survey ("3 peers")

2.4 Verwerking: inzichten & visualisatie (NL + FR)

3. AANBEVELINGEN (TO-BE)

3.1 Value proposition

3.2 Governance model (rollen, reporting, kwaliteit)

3.3 Operating model (mensen & middelen)

3.4 Standards framework (principles, identity, tech, tooling)

3.5 Roadmap (milestones)

3.6 Feedback loop

3.7 Finale deliverables (NL + FR)

3.8 Eindpresentatie

Next steps

Tim Wouters - Digital strategy & service design [email protected] ● +32 474 40 21 26

Regional Web Strategy - easy.brussels · Belgian 1514 60,55% EU (non-Belgian) 420 68,15%...

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