Our recent post on the websites three deadly sins to avoid for government websites looking to engage stakeholders and gain web traffic discussed why the majority of websites fail to attract their target audience. While many websites may struggle to meet customer expectations, especially in the public sector, there are many shining examples of government websites leading the way in better online experiences for both government agencies and the public.
The American Customer Satisfaction Index (ACSI), which performs annual surveys and reports on Americans’ overall level of satisfaction in a variety of industries, reported an optimistic outlook on receptiveness to services provided by the U.S. government in a 2012 report. Customer satisfaction with these services rose nearly 5% over 2 years, which ACSI credited to customer service improvements driven by higher quality websites paired with a larger proportion of citizens interacting with government through those websites:
“The significant improvement in the federal government benchmark over the last two years is due to two interrelated factors. First, while citizens are reporting generally better experiences across the board regarding ease and efficiency of processes, customer service, and information delivery, the satisfaction driver showing the largest gain is user perceptions of the quality of government websites. Second, not only are citizens rating website quality higher, but a growing proportion of citizens are interacting with the government via this channel.”
ACSI regularly benchmarks websites, but only at the federal level. However, throughout the state and local government levels, there is a vibrant public sector technology and digital communication community that offers best practices for any government organization. We took a few minutes to highlight one website from different levels of local, federal, and international government.
Federal: United States Mint @ USMint.gov
The ACSI benchmarks use customer surveys to determine their quarterly rankings. Although government services typically score below private sector services, several federal agencies consistently show levels of user satisfaction similar to high-performing private sector companies.
The United States Mint is one example of a federal website that generates ACSI scores that meet and, in some cases, exceed the scores of private sector customer satisfaction leaders. Considering that private sector enterprises typically dedicate more resources to focusing on customers than the typical government agency, the Mint’s high scores are even more impressive. USmint.gov resources cover the gamut from a collector shopping resource and customer service center to news updates and social media links, all collected in a visually attractive and well-organized design. The website meets many different needs on a single central website that attracts a wide and varied audience but also caters to specific interests within that audience with a clear navigation system and resources to help new visitors learn more. Personalized email subscription options provide a way for any of these stakeholder groups to get proactive updates so they are notified when there’s new information.
The extensive content peppered with beautiful pictures of U.S. currency is navigable via a robust search function, FAQs, glossary, and site map, as well as a 1-800 number in case a visitor is really stuck. Frequent shoppers on the online catalog can register on the site with user information. Furthermore, clearly labeled navigation tabs provide shopping and product schedule information for dedicated collectors as well as coin collecting and coin minting information for school groups or new collectors.
The secret to the success of USMint.gov lies in the thoughtfully designed and implemented website, with a focus on a variety of stakeholder interests. When government websites are developed with a clear understanding of its audiences and what they want, communicators are able to focus on delivering the content stakeholders want and value in more effective and efficient ways.
City: Louisville, Kentucky @ louisvilleky.gov
Online portals for state, county, and city government have achieved new heights in leveraging information technology and web best practices to meet the needs of the public.
Louisville, Kentucky is one example of a city-run website that has not only achieved excellence in content, accessibility and smart design, but has also maintained consistently high quality in its web offerings over the past several years. louisvilleky.gov has been awarded several Best of the Web (BOW) awards and won 1st place in the City Portal category in 2012. The website succeeds at keying in on citizen feedback to deliver services and information that matter, organizing information in an accessible and easy-to-update manner, and providing services that are innovative and fun to use.
The Louisville website offers quick links for service requests, live chats, and web apps for locating popular city services. Subscription services offer updates on over 400 city topics to nearly 100,000 subscribers. Web forms, an active social media center and even a 311 app provide channels for Louisville leadership to interact with citizens and discuss timely topics in real-time.
A relentless focus on providing service to the public through thoughtful, frequent updates has worked – search engines show that louisvilleky.gov is the #1 online resource in the city. A quick visit to louisvilleky.gov opens the door to information ranging from job listings to garbage pickup presented via rich content and interactive features, making it easy to see why this website is a perennial favorite in the city category.
Governments in other nations work to overcome the same challenges as government organizations and agencies in the United States. An increasingly web-savvy population, increasing expectations and needs, and difficulties in combining interesting, up-to-date content with functional design are common opportunities for improvement for all web portals.
GOV.UK is a comprehensive web portal that strives to offer all British Central Government content in a one-stop website. The portal seeks to provide a predictable and complete resource for anything citizens might demand from the government through a central list of links for the entire UK government. Historically, thousands of disjointed websites made up a labyrinth that citizens had to navigate to find the information they needed. The streamlined design, launched in 2012, consolidated multiple resources into a central site.
The re-design effort was headed up by the UK’s Government Digital Service, which was formed within the Cabinet Office to transform government digital services. The Government Digital Service website states their purpose is to “offer world-class digital products that meet people’s needs.” Ben Terrett, who led the Government Digital Service’s re-design of Gov.UK as head of design, explained how the website design met the department’s purpose:
“Most people visit a .gov site once or twice a year—if that. So designing a dynamic, fresh interface is irrelevant—rather, the idea was to make the user experience as simple and static as possible.”
The accessible and function-first qualities of the website attracted attention by online design communities, and was named 2013 Best Design of the Year by the London Design Museum. The website beat out not just websites, but buildings, inventions, and cars for the award and is the first website to earn the honor. Other government websites looking for ways to improve their approach to serving the public through functional design based on user requirements can learn from the award-winning web design principles of GOV.UK.
More Tips to Learn from the Best
For even more ideas on transforming public sector online communications, check out the guide on HowTo.gov on the Top 10 Best Practices for Government Websites. This list expands on the key objectives of the best-in-class examples discussed above: Focus on the intent of a government-hosted website and how that translates to citizen requirements, base innovative and rich content on those key interests and needs, build in methods for users to provide feedback, make services interactive and easy-to-use, and never stop innovating!