Evidence to
continuously improve
large, complex websites
Top Tasks Management
Gerry McGovern
gerry@customercarewords.com
www.customercarewords.com
Long list
Short list
Current
website
Customers
Stakeholders
Competitors,
strategies and
other documents
The Customer Carewords
process is an important and
integral part of strategy and
design work at Netlife
Research. The methodology
helps us and our clients to focus
on what is most important, and
to realize impressive and user
friendly solutions based on
customer needs.
Martin Vikesland, CEO, Netlife
Survey to
uncover the
customers’ top
tasks
New website
"An important part of the Cisco.com support site management regimen
is our routine evaluation of task success and continuous improvement of
top tasks. This research provides a vital part of the picture of our
customer experience."
Bill Skeet, Sr. Manager of Customer Experience for Digital Support, Cisco
Customers want:
50 most active
contributors
Scottish Enterprise (67 Tasks)
40
Am I eligible for
grants / funding?
Your industry,
grants and
funding
How to apply for
funding
Leadership /
management
development
Top 25%
26-50%
Networking
opportunities
51-75%
14
8
Top 20 Tasks
Tasks
1
2
3
Am I eligible for grants / funding?
Your industry, grants and funding
How to apply for funding
Leadership / management development
Networking opportunities
Marketing support, advice / programmes
Other government funding / support
Contract / tender opportunities (public sector)
Innovation grants
Research and development funding
Support for managing high growth
Productivity improvement advice / programmes
Advice and expertise for your industry
Who in Scottish Enterprise to contact
News and trends in my industry
Export my goods / services
International networking to accelerate growth
Apply online for grants or payments
Contacts in Scottish Enterprise for my industry
Market data and analysis (statistics etc.)
Total Vote
% of Total
Vote 3420
Cumulative
Vote
Cumulative
Carewords
268
207
155
142
132
117
113
108
96
95
88
87
86
85
83
75
68
67
67
64
8%
6%
5%
4%
4%
3%
3%
3%
3%
3%
3%
3%
3%
2%
2%
2%
2%
2%
2%
2%
8%
14%
1%
3%
18%
4%
23%
26%
30%
33%
36%
39%
42%
44%
47%
6%
7%
9%
10%
12%
13%
15%
16%
18%
50%
19%
52%
54%
57%
59%
61%
63%
64%
21%
22%
24%
25%
27%
28%
30%
Top 25%
FUNDING
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
26-50%
51-75%
Bottom 20 Tiny Tasks
Total Vote
% of Total
Vote 3420
How to become a Scottish Enterprise client
Influence Scottish Enterprise's policy
Product and service design and development
About Scottish Enterprise
Find a Scottish Enterprise office
18
18
18
17
17
1%
1%
1%
0%
0%
93%
94%
94%
95%
95%
72%
73%
75%
76%
78%
Find an independant consultant / professional advisor
Import goods / services
EU research opportunities
License out my technology
Online seminars / webinars / podcasts
Intellectual property (patent, trademarking, copyright)
Test your idea (product, establishment, market, etc.)
Products / technologies available for licensing
Research partner identification
Collaborative research with other companies
Manage / change my event booking
Collaboration with third level researchers
Investment deals Scottish Enterprise have made
Organisation chart for Scottish Enterprise
Online forums (share ideas, ask for advice)
16
16
15
14
14
12
12
11
11
10
10
8
6
5
2
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
96%
96%
97%
97%
97%
98%
98%
98%
99%
99%
99%
100%
100%
100%
100%
79%
81%
82%
84%
85%
87%
88%
90%
91%
93%
94%
96%
97%
99%
100%
Tasks
48
49
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65
66
67
Cumulative
Vote
Cumulative
Carewords
Enterprise Ireland (83 Tasks)
52
Grants / equity
funding f…
Grants / equity
funding o…
Research and
development
…
Market /
competitor
resea…
Top 25%
26-50%
51-75%
16
11
Top 20 Tasks: Enterprise Ireland
Tasks
% of
3795
Total
Grants / equity funding from Enterprise
Ireland (eligibility, description)
Research and development funding
Grants / equity funding online applications
Market / competitor research
Commercial funding sources (VC, seed,
business angels)
Cumul
Vote
Cumul
Words
332
210
205
144
9%
9%
1%
6%
14%
2%
5%
20%
4%
4%
23%
5%
128
120
3%
27%
6%
3%
30%
100
99
3%
33%
8%
3%
35%
10%
99
91
83
3%
38%
11%
2%
40%
12%
2%
42%
13%
81
2%
45%
14%
79
2%
47%
16%
74
73
72
71
68
2%
49%
17%
2%
51%
18%
2%
52%
19%
2%
54%
20%
2%
56%
22%
68
66
2%
58%
23%
2%
60%
24%
FUNDING
Market entry strategy advice
Introductions to key industry decision
makers / advisors
EU funding for companies
Find Enterprise Ireland people
(development, market, technical, legal)
Tax relief (BES, seed capital)
How-to guides
Introductions to buyers (buyer feedback,
follow-up)
Find an Enterprise Ireland office (HQ,
regional, international)
Target customer / distribution channel
identification
Trade fairs
Mentoring
International marketing and sales training
Claim grant payments online
Intellectual property (patent, trademarking,
copyright)
Help setting up overseas offices
Copyright © Customer Carewords Ltd.
7%
Bottom 20 Tasks: Enterprise Ireland
Tasks
International logistics
Design advice
International legal issues (taxation, getting
paid)
Products / technologies available for
licensing
Translation and interpreting services
Franchising
Trade barriers for service companies
Current Enterprise Ireland tenders
Irish economic profile summary
Manage / change my event booking
Annual report for Enterprise Ireland
Enterprise Ireland's confidentiality policies
Export duties and regulations
Irish public sector purchasers directory
Purchasing policies for Enterprise Ireland
Eolas as Gaeilge
Previous event presentations / recordings
Discuss / contribute to Enterprise Ireland's
policies
Freedom of Information Act
Source Ireland
% of
3795
Total
Cumul
Vote
Cumul
Words
13
12
0%
97%
77%
0%
97%
78%
11
0%
98%
80%
10
10
8
8
7
7
7
6
6
4
4
4
2
2
0%
98%
81%
0%
98%
82%
0%
98%
83%
0%
99%
84%
0%
99%
86%
0%
99%
87%
0%
99%
88%
0%
99%
89%
0%
100%
90%
0%
100%
92%
0%
100%
93%
0%
100%
94%
0%
100%
95%
0%
100%
96%
0
0
0
0%
100%
98%
0%
100%
99%
0%
100%
100%
Copyright © Customer Carewords Ltd.
Innovation Norway (97 Tasks)
58
1
2
3
Top 25%
4
5
6
26-50%
51-75%
21
12
Top 20 Tasks: Innovation Norway
Tasks
1
2
3
Grants
How to apply for funding
Start-up grants
Financing - how do I proceed
Tax reduction
Research and development contracts
Innovation loans
Business idea development tips
Tourism campaigns
Contact information (phone, email, etc)
Starting a business
Loans and guarantees
My pages (my application, loans etc)
Our services
Focus area for Innovation Norway
Templates (application, contracts, etc)
High risk loans
Business plan (templates, examples etc.)
Our offices - Norway and abroad
Sector news and trends
Total Vote
% of Total
Vote 14055
Cumulative
Vote
Cumulative
Carewords
1037
772
622
454
390
362
323
304
282
272
268
267
264
245
239
237
230
229
227
227
7%
5%
4%
3%
3%
3%
2%
2%
2%
2%
2%
2%
2%
2%
2%
2%
2%
2%
2%
2%
7%
13%
17%
21%
1%
2%
3%
4%
23%
5%
26%
28%
30%
32%
34%
36%
38%
40%
42%
43%
45%
47%
48%
6%
7%
8%
9%
10%
11%
12%
13%
14%
15%
16%
18%
19%
50%
20%
52%
21%
Top 25%
FUNDING
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
26-50%
51-75%
Bottom 20 Tasks: Innovation Norway
Tasks
78
79
80
81
82
83
84
85
86
87
88
89
90
91
92
93
94
95
96
97
Business set-up
Competitor analysis
Board candidates
Search for a partner
Loan calculator
Intellectual property rights
Export risk analysis
Market key facts / numbers
Internet bank (my loans)
Annual report for Innovation Norway
eLearning
Customer case studies
IN consultancy: how much does it cost
Corruption information
Bankruptcy sales
"The innovator" (the TV show)
School collaboration
Confidentiality agreements
Post /email records
Project rooms on the Internet
Total Vote
% of Total
Vote 14055
Cumulative
Vote
Cumulative
Carewords
42
40
39
39
37
35
26
26
25
22
21
20
19
18
14
13
13
12
9
1
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
0%
97%
97%
98%
98%
98%
98%
98%
99%
99%
99%
99%
99%
99%
100%
100%
100%
100%
100%
100%
100%
80%
81%
82%
84%
85%
86%
87%
88%
89%
90%
91%
92%
93%
94%
95%
96%
97%
98%
99%
100%
Tasks Long Neck Versus Average
25.0%
Percent of vote
20.0%
15.0%
% Vote
Average
10.0%
5.0%
0.0%
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65
Tasks
Tasks: more important to Team
Tasks
Statistics on one particular topic
Country surveys / reviews / reports
Compare country statistical data
Publication by topic
Statistical forecasts / projections
Overview of what OECD does
Browse a publication online for free
International guidelines and standards (corporate
governance, tax havens, etc.)
Basic facts, summaries and overviews
Statistics on one particular country
Customer
Vote%
5.9%
6.8%
6.2%
4.6%
3.8%
1.2%
5.1%
Team
Vote%
9.6%
5.4%
5.2%
5.1%
4.7%
4.7%
4.6%
Empathy
163%
79%
84%
109%
124%
407%
91%
3.2%
4.3%
4.0%
4.5%
4.0%
3.9%
141%
92%
98%
Tasks Empathy
100%
90%
Tasks Empathy %
80%
70%
60%
50%
40%
30%
20%
10%
0%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
Organizations
Customer Centric Index
Get your customers to tell you
exactly how to improve your
site
Factor
CONTENT FACTORS
Positive
Negative
Up-to-date
Up-to-date
information
Out-of-date
information
Accurate
Accurate
information
Inaccurate
information
Complete
Complete
information
Language
Incomplete
information
Full of jargon,
Plain language corporate speak
SOCIAL FACTORS
Factor
Positive
Negative
Easy to contact a Hard to contact a
Contact
person
person
Easy to participate Hard to participate
Participation
/ give feedback
/ give feedback
Gives me the facts Misleading / not
Open
/ transparent
transparent
Has ratings,
Has no ratings,
reviews,
reviews,
Recommendations
recommendations recommendations
INFORMATION ARCHITECTURE FACTORS
Positive
Negative
Factor
Helpful search
Search
results
Poor search results
Clear menus and Confusing menus
Menus & Links
links
and links
Simple layout /
Cluttered layout /
Layout
easy to read
hard to read
Looks attractive / Looks unattractive /
Visual appeal
appealing
unappealing
Fast to do things Slow to do things
Speed
Copyright © Customer Carewords Ltd.
Voting spread
Positive votes
Negative votes
15%
Up-to-date
Accurate
Complete
Language
Contact
Participation
Open
Recommendations
Search
Menus and Links
Layout
Visual appeal
Speed
10%
5%
0%
5%
10%
15%
Customer Centric Index
Factor
Up-to-date
Accurate
Complete
Language
Contact
Participation
Open
Recommendations
Search
Menus and Links
Layout
Visual appeal
Speed
Customer Centric Index
Positive Negative
7.4%
1.0%
5.1%
0.9%
4.1%
2.9%
2.4%
1.8%
10.9%
1.5%
3.5%
1.0%
3.7%
1.2%
0.5%
0.9%
7.6%
9.1%
3.5%
8.8%
5.3%
2.1%
5.0%
0.7%
4.0%
5.4%
63%
37%
Take
Action
1%
1%
8%
5%
1%
2%
3%
3%
27%
27%
5%
1%
16%
100%
Your 'Take Action' vs Average
Average
0%
Out-of-date information
Inaccurate information
Incomplete information
Full of jargon, corporate speak
Hard to contact a person
Hard to participate / give feedback
Misleading, not transparent
Has no ratings, reviews, recommendations
Poor search results
Confusing menus and links
Cluttered layout / hard to read
Looks unattractive / unappealing
Slow to do things
5%
Your Take Action
10%
15%
20%
25%
30%
League Position
Average
Factor
Your CCI
CCI
Up-to-date
31%
71%
Accurate
60%
86%
Complete
37%
54%
Language
44%
76%
Contact
32%
51%
Participation
54%
42%
Open
64%
73%
Recommendations
23%
43%
Search
16%
46%
Menus and Links
20%
43%
Layout
49%
62%
Visual appeal
34%
54%
Speed
5%
48%
Customer Centric Index
26%
58%
Your
Position
126th
123th
99th
118th
104th
40th
97th
100th
110th
111th
101th
97th
126th
127th
Task Performance
Indicator
Continuous improvement
based on top tasks metrics
Tasks Pie Chart
49
Country surveys /
reviews / reports
Compare country
statistical data
Statistics on one
particular topic
Top 25%
Browse a
publication
online for f…
26-50%
51-75%
11
6
Task 1 1 Japan
What are the OECD’s latest recommendations
regarding Japan’s health-care system?
Task 2 2 Vietnam
In 2008, was Vietnam on the list of countries that
received official development assistance?
Task 3 3 Heart
Did more males per capita die of heart attacks in
Canada than in France in 2004?
Task 4 4 Teacher
What is the latest average starting salary, in US
Dollars, of a primary school teacher across OECD
countries?
Task 5 5 Employ
What is the title of Box 1.2 on page 73 of OECD
Employment Outlook 2009?
41
Task 1 – Japan health care
What are the OECD’s latest recommendations regarding Japan’s
health-care system?
Task Performance
Task Performance
Indicator (TPI) 100 Max
Median time on task (sec) =
102
Target time on task (sec) =
55
68
44
45
46
Testing and
designing a taskbased navigation
An overview
Gerry McGovern
gerry@customercarewords.com
www.customercarewords.com
@gerrymcgovern
Total participants: 74
Questions & Answers
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