Top Tasks Website Strategy

Website Strategy
based on Top Tasks
Mike Atyeo, Neo Insight
y , g

J.
J Boye Conference
Philadelphia 2010

www.neoinsight.com Copyright © Customer Carewords Ltd. www.customercarewords.com

• Scan, don’t read
• Look f matches
k for h
• Sensory-motor skills
Sensory motor
• Satisficing

Sigmund Freud

From behaviour to strategy:
1. Identify Top Tasks
2. Measure Task Performance &
Behaviour
Copyright © Customer Carewords Ltd. – All Rights Reserved 14 May 2010 5

Top task identification
 Not all tasks are equal - the top 4 tasks garnered the
same number of votes as the bottom 43
1. Employee Benefits
2.
2 Corporate News

3. Paid Time Off
4. Employee Perks


The ‘long neck’ of user tasks


Then...
Then

...Now


Business Tasks: Success Rates

Task Performance Measures
• Completion rates
• Success, Failure, ‘Disaster’
• Time on Task
• How Confident?


Time on Task: Successful Medians (all Attempts)


Clusters Show Task Paths

Clusters of task completion
times may represent different
task paths – different navigation
routes (including search).


Photo Marketing Association

Round Round Round
Measure 1 2 3
Completion Rate 53% 68% 82%
Tasks taking >2 min 4 3 1
Satisfaction Ratings 49% 60% 69%


180
enquiries/week

$20M
$1M

Manage Tasks, Not Website(s)

From...
From To...
To
“Let’s fix the website...” “Let’s fix the Top Tasks...”
Let s
Let’s get a new Search Ensure the top 50 internal
Engine... searches return excellent results.
Revising our taxonomy and Bringing Top Task links and
Information Architecture... functionality up the hierarchy.
Let s
Let’s buy the (Silver Bullet/ Make sure content for Top Tasks is
Magic Wand) CMS... excellent.
Let s
Let’s customize our weblog Measuring Top Tasks.
metrics...


The ‘long neck’: Management focus

How much relative
resource to apply
“Strategy renders choices about
gy
what not to do as important as
choices about what to do... Some
Which 5% of
managers mistake ‘ t
i t k ‘customer
tasks to focus
focus’ to mean they must serve
on.
all customer needs or respond to
every request...”
Michael Porter


Benchmarking and Continuous Improvement

Task / Measure Current End 2010 Jun 2011
Find a Program of Interest to You
Successful completion 65% 80% 90%
Time to completion 1m 48sec 1m 15sec 1m
Disaster rate 16% 8% 5%
Find the Course Pre-requisites
Successful completion 65% 80% 90%
Time to completion 2m 50sec 1m 30sec 1m
Disaster rate 35% 15% 5%


The 3 key changes to website strategy

1. Manage tasks
– Not websites
– Get the focus off technology and silos
2. Prioritise resources around top tasks
– Use the ‘long neck’ to focus
3. Measure task performance
– As a key, continuous organizational performance indicator
– Data on behaviour (not opinion)


Customers & Case Studies
 Customers include:
– Intranets: Tetra Pak, IKEA, BBC, Schlumberger, city of
Ottawa,
Ottawa Canadian Federal Departments
– Government: US Internal Revenue Service, UK Defra,
Canadian Federal Departments
– University: UNC Kenan Flagler, Embry Riddle, Study Group,
U of Manitoba
– E-Business: Wells Fargo, Schlumberger Cisco Microsoft
Fargo Schlumberger, Cisco,
 Case Studies
– Pioneer, UK Environment Agency, American Academy of
Ophthalmology, UNC Kenan Flagler, Study Group
– Customercarewords.com


 “Frederick W. Taylor was the first
man in recorded history who
deemed work deserving of
systematic observation and study.
 “Taylor, though the Isaac Newton
(or perhaps the Archimedes) of the
science of work, laid only first
work
foundations, however. Not much
has been added to them since -
even though he has been dead all
of sixty years.”
(Peter Drucker)


Contacts Mike Atyeo
Strategic design
Phone (613) 271‐3001 (613) 271‐3001 x101
Email info@neoinsight.com mike@neoinsight.com
Web www.neoinsight.com
www neoinsight com
Mail Suite 374 Gord Hopkins
300 Earl Grey Drive
User Experience Specialist
Ottawa, Ontario (6 3) 7 300 x 0
(613) 271‐3001 x102
Canada K2T 1C1
d gord@neoinsight.com

Scott Smith
Competitive strategy
(613) 271‐3001 x103
scott@neoinsight.com

Lisa Fast
Experience Designer
(613) 271‐3001 x104
lisa@neoinsight.com
li @ i i ht

www.neoinsight.com Copyright © Customer Carewords Ltd. www.customercarewords.com

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