A cross disciplinary approach to analyze the effects of digitalized service implementation Thècle ALIX, IMS-LAPS, Bordeaux David REYMOND, MICA-GRESIC, Bordeaux

1. A cross disciplinary approach to analyze
the effects of digitalized service
implementation
Thècle ALIX, IMS-LAPS, Bordeaux
David REYMOND, MICA-GRESIC, Bordeaux

2.  Research position
 Sponsors and context
 Issues in fieldwork
 Case study: content production, method,
expected results
 Conclusion

3.  Digitalservices (DS) replace prior services or
allow innovation
 But:
 DS must be settled on an inner manufacturing
process (Alter 08)
 People replaced by a DS are often forgotten
during the quality process evaluation
 We guess that they are a key in evaluation

4.  RAUDIN::Axis3 research project (Feder N°31462, Regional
Council of Aquitaine and University of Bordeaux 3)
 Objective:
Define performance and quality indicators in web
communication
 Fieldwork: universities websites

5.  Web Analytics (Audience)
 Allows reports on web usages (from logs/hits)
 Allows the measure of the Return On Investments
 Allows the definition of the Behaviors of
“clients”
 …
 But:
 Limited on interpretation (only used by
webmaster)
 Not applicable in evaluation performance of
information/communication by web media
 No knowledge on what should change in content
production

6.  Status:
 no way to infer on the organization of content
production and publication processes from the several
audience measures that can be performed.
 Futhermore, only specific services, websites or
content are measured independently from their
inscription on the global organization processes
 Idea: Deal with the information production
service of the organization
 What about the inner organizational people
practices regarding the service?
 Experience feedback?
 Practices level depends on psychological items, skills,
and communication processes on the service.

7.  CMS’s as DS widely used
 serve content production, increase quality
(metadata, W3C compliant), structure
information, and decentralize production…
 are intrusive in the IS, prefilled content, flow
control…
 should replace traditional flows from inner-
users of the organization to web publication
 Autonomy of users but constraints
 Possibility to serve most needs but not alls
 no rules in re-engineering process

8.  Fieldwork : almost 2,000 expected users
 Focus on the organization editing process:
1. questionnaire to get a categorization of general
web and profile kinds of web contribution
2. interviews of actors attached to digital service,
from different hierarchical level to observe the
hierarchy inside the organization: from the
operators using the service to the strategists, to
appreciate the maturation of the interest of the
service settled up

9.  Work in progress
 First results expected in June

10.  MICA-GRESIC
 UMR 5218 – IMS – Groupe productique LAPS
 ENSC
 LaBRI
Acknowledgements Feder N°31462, CR Aquitaine and University of Bordeaux 3