Personas

The Data Briefing: How to Build a Chatbot in a Weekend

The best way to learn a new technical skill is to just play around with the technology. Learning through playing with technology goes for building websites, mobile apps, and now, chatbots. As chatbots have become more popular, some online sites will let you create a chatbot with little or no programming. Now, realize that the easier it is to create the chatbot, the less sophisticated the chatbot will be. However, you may not need a sophisticated chatbot that can handle almost any situation.

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Shedding Light on Underserved Users through Research

How user interviews helped spotlight the needs of a previously forgotten group. We may not like to admit it, but, most web services or sites have users that (for whatever reason) just aren’t well understood—and in turn, not well served. Conducting user interviews and making sure you get good participation from those groups can help you accomplish several things: you get a better understanding of a once mysterious user group, you show members of that group that you are trying to understand them, and you raise awareness among management that this user group is worthy of your attention.

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Improving Customer Experience with Digital Personas

Keeping the customer’s needs front and center is important when developing new digital tools. We recently developed a set of user personas as part of our work to establish a more robust—and data informed—understanding of the individuals that engage digitally with the National Archives (NARA). User personas are fictional, but realistic representations of key audience segments that are grounded in research and data. We recently applied customer data from a variety of sources including website analytics and online surveys to inform the creation of eight personas that represent our digital customers: Researchers, Veterans, Genealogists, Educators, History Enthusiasts, Curious Nerds, Museum Visitors, and Government Stakeholders.

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Voices of Veterans: Introducing Personas to Better Understand Our Customers

Understanding our Veterans and their unique needs and experiences is at the heart of creating a more Veteran-centered VA. By listening to their voices and the stories they share, we can design services and experiences that meet the needs of Veterans. Taking a step towards a deeper understanding of our Veterans, in the fall of 2014, the Veteran’s Affairs Center for Innovation (VACI) launched its second Human-Centered design research program.

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Government Product Managers Play a Key Role in UX

Government product managers sit at the intersection of three circles—business, design and technology. We play a key role in user experience (UX), because we are tasked with understanding users to build a product that is desirable and viable. This product could be a paper or online form, a website or a mobile app. Product management is different from project management. Product managers are the defenders and voice of the product’s customers, while a project manager is more concerned with balancing costs, scope and schedule issues.

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National Customer Service Week Is Over, but Our Work Is Not!

Get your customer personas right, and you will improve the customer experience (CX) for the rest of your audience. That’s advice Rick Parrish from Forrester Research gave in response to an audience question during the September 29 DigitalGov University webinar on the state of CX in the federal government. Your key customers are those that are most important to the organization, and often most difficult to serve, he explained.

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Journey Mapping the Customer Experience: A USA.gov Case Study

Journey maps are a visual representation of a customer’s end to end journey with your product or service. They are a powerful tool for exploring key interactions and experiences with your organization, programs, and/or services. Journey maps describe a customer’s entire journey, even the parts that occur before and after contact with your organization. They typically contain elements such as the customer’s attitudes, emotions, and needs. We recently updated USA.

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2015 Customer Service Trends: a Mid-Year Update

Earlier this year, we published 15 Government Customer Service Trends for 2015. We’re halfway through the year now—how are these trends holding up? 1. Centralized Customer Offices A few agencies have created centralized customer offices, while others question the need for a single organization that focuses on the customer. As the public’s overall satisfaction with the federal government continues to fall, a single organization can monitor customer feedback from across the enterprise to identify and address problems with the customer experience (CX).

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Getting to Know Your Users: Tips and Tricks from Veterans Affairs

Design research isn’t rocket science. But for many of us in the federal government, it can seem daunting and unfamiliar. We’re here to to help demystify the process of design research for those of you ready to wade into the waters. We’ve both done our fair share of design researching at the Department of Veterans Affairs (VA) over the past year. It hasn’t been easy—we’ve worked under itty bitty budgets and crazy timelines.

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The Content Corner: Connecting With Customers at Labor

Here at DigitalGov, customer service is a focal theme during the month of May, and by some type of cosmic chance, I was invited to share my insights on content strategy and content creation at a Customer Service Community of Practice event at the Department of Labor. The event focused on topics I commonly discuss here in The Content Corner, such as efficient and interesting content and how better content translates into better customer service.

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Government Services Through a Life Events Approach

The federal government is increasingly focused on designing and delivering citizen-centered services with enhanced experiences that deliver value to customers. These ideals are established in the Presidential Management Agenda Customer Service Cross-Agency Priority Goal, the Digital Government Strategy, and various open government activities. Designing services to be responsive to be life events that drive public needs is a powerful way to deliver citizen-centered value. What is a “life event?” Life events are events that have a significant impact in a citizen’s/stakeholder’s life and that warrant government awareness or involvement.

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Customer Experience Roundup 2015

This month, our round up focuses on customer experience (CX). As I was rounding up the CX events and articles we’ve shared on DigitalGov over the past year, I realized that CX touches all of the work we do. From Web to mobile to contact centers and social media, we need to not only be aware of our customers’ experiences but also respond quickly and make changes that will enhance their experiences.

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USA.gov in Beta: Tell Us What You Think

Thirteen years in digital is an eon, and on the eve of its 13th birthday, we at USA.gov found ourselves reckoning with a mid-life crisis. In the thirteen years since Firstgov.gov was launched (and ten years for FirstGov en Español), the sheer volume and sophistication of government websites has exploded. We’ve seen Web customers evolve from timid and curious users to adroit searchers who can download music, read a newspaper, and respond to a text message simultaneously—using only their thumbs.

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Trends on Tuesday: The Total Market Approach

Your audience is not homogenous. No matter the agency, target audiences are not only diverse, they are diverse on a multitude of factors. Recently, evolving trends in multicultural marketing have gained attention as organizations adjust their marketing and outreach strategies to meet 21st century realities. Marketers who recognize the need for a coherent, effective multicultural strategy have turned to the Total Market Approach (TMA). A coalition of marketing agencies, clients and associations led by AHAA: The Voice of Hispanic Marketing released an industry-sanctioned definition of TMA in September.

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The Content Corner: Finding Your Voice

No, this is not another post about podcasting but about a different voice entirely. It is the words you use, the conversation that you are having with your users. Is your content using the most effective language possible to communicate and to convey emotions like trust or empathy? As an article from Larsen Design states, “You don’t want to sound like Brahms when your audience is listening to Beck.

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Using Personas to Better Understand Customers: USA.gov Case Study

Personas are fictional characters that describe an organization’s customer behaviors, emotions, attributes, motivations, and goals. They are an important tool to share customer insights and understanding across an organization. Personas also serve as a check to make sure your organization’s actions meet the needs of the majority of customers, including visitors to your website, contact center, in-person visits, and interactive voice response (IVR) self service customers. Why We Updated our Personas Personas aren’t new to USA.

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Persona Development Case Study: NCI and Spanish Language Outreach

Government websites need to address the needs of diverse audiences. Although translations are a first step towards engaging non-English speaking audiences, the intended audience may be alienated if information is not presented in a culturally relevant way. The National Cancer Institute (NCI) engaged in user experience research in order to better serve the U.S. Latino population. The research eventually led to the creation of Spanish language personas that NCI uses to design programs, products, and services that are culturally and linguistically appropriate.

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ForeignAssistance.gov’s Redesign: Using Agile Methodology to Keep Users in Mind

Content is one of the most important things about your site. After all, it is what keeps your users engaged and keeps them coming back to your site. Depending on the type of website your agency manages, you should always think of ways to best deliver your content to your end users. If the content you provide is constantly changing or evolving, then you should present this content in a way that is as equally dynamic and allows for the end user to easily manipulate the data to find what they need.

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Institutionalizing User Experience: Building Usability into Your Organization

So, you have some systems or tools your customers or employees access. Maybe you want to put together a robust capability to conduct usability testing. How do you start formalizing user experience (UX) into your organization? Brad Ludlow at GSA tossed this topic out on the User Experience community listserv, and I’ve encapsulated the superb discussion that followed below. Here, then, are four easy steps to building User Experience into your office:

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Agency Perspectives on Personas (Use, Development and Challenges)

Personas are tools your agency can use to learn about your end users and drive decisions. Personas are so useful because they serve as a communication tool for your team. You can keep these personas in mind to guide any work that your agency performs. Let’s delve a bit deeper into personas and review two examples from the federal community. Below, we have personas from the Department of Human and Health Services (HHS) and the United States Department of Agriculture (USDA).

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15 Government Customer Service Trends for 2015

With public expectations at an all-time high, and trust in government nearing all-time lows, agencies need to step up their game. Veterans, seniors, students, taxpayers—all Americans—deserve the best service from their government. Here are our predictions for how the federal government will improve customer service in the coming year: 1. Many agencies will create a Customer Office that reports to the head of the agency. In most government agencies, no one owns the overall customer experience.

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Personas 101

Personas are a tool organizations can use to learn more about their users. They are used to learn as much as you can about end users in order to better the product or service you provide. If you are able to think as a user during the design and development of a product or service, this will help greatly in creating something that satiates the users’ needs. Personas are descriptions that give you an understanding of your users and how they use your product or service.

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From Taste-Testers to Explorers: Developing Personas for Open Opportunities

Being customer-focused means doing the gumshoe work of research and rounds of analysis to find gold by understanding user goals. For the task-based innovation network, Open Opportunities for DigitalGov, that meant developing personas in order to overcome our own biases and learn about the different motivations of our participants. In this article, we’ll talk about how we created our personas and how we plan to use them to meet both innovators’ and program needs.

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How to Choose a User Experience Technique

The good news: Your boss is interested in User Experience! The news: She wants you to do something about it… NOW. Well, don’t be alarmed; you can start by figuring out two simple things: Identify the Stage you’re in in the development cycle. Write it down. Choose a User Experience (UX) Technique that makes sense in your development stage. While choosing the technique you should first know what the technique offers and how long it takes, so you can make an informed decision.

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