Innovation Exchange

Glasgow City Council Website Re-design

Introduction

Key activities

Benefits and impacts

Learning

Further Information

Glasgow City Council wants to encourage customers, businesses and visitors to make transactions and find information online - the preferred method of dealing with it. Changing our website to make it easier for customers to use is the first step in doing this and the project to do so is part of the Customer First transformation project.

 

The project was successfully managed by the Customer and Business Services Change and Development Team in collaboration with other council services.  Work was carried out over the course of 2015 and the new website was released publicly in January 2016. There has been positive feedback from the public on it.

Themes: Digital and Customer Service

glasgow city council logo

Objectives:

 

  • Enhance and improve the customers experience when using our website (customer-centric)
  • Make customer web interaction easier, simpler and more convenient
  • Simplify and improve access to council business processes
  • Deliver services at reduced cost
  • Utilise digital technology to manage/serve customers
  • Actively promote ‘digital by default’
  • To expand services available digitally
  • Make digital services accessible from any mobile device
  • Creating leaner processes
  • Driving productivity and innovation

 

The project was identified as a requirement from the Corporate Web team due to the low SOCiTM website rating.

 

The Customer First programme seeks to make more services available online for Glasgow citizens and therefore was the ideal platform to deliver website redesign.  In addition, the programme team had extensive experience in project management, stakeholder engagement and supplier management.

 

The project team worked with internal customers/stakeholders to scope requirements.  Using existing groups (Internet Working Group) the project team discussed/agreed objectives with representatives from the different business areas and the objectives and project scope were approved by the customer.

 

Method:

 

  • A third party design agency engaged with Glasgow citizens to identify requirements
  • Citizens were recruited to capture views/feedback on designs and use of the website
  • Feedback was incorporated and a set of iterative designs for the website were produced
  • The new website launched internally to council staff  with feedback encouraged (online form)
  • Website demonstrations held with customer facing staff to promote its ease of use and to direct customers online

 

Implementation:

Customer Business Services provided project management, governance skills/experience, business analysis and reporting knowledge.  The Corporate Web team contributed web development experience as did representatives from council service areas responsible for website content in their business area.

 

The research was planned and delivered as a collaborative, responsive and iterative process which developed and adapted according to findings.

The new design of the website (GCC Graphics) was:

 

  • Inventive, fresh and innovative with pleasing visuals
  • Easy to navigate
  • Citizen-centric: an evolving design based on feedback

 

Our success was due in part, to partnership working for design/development/testing with:

 

  • GCC services
  • ACCESS
  • External agencies
  • Glasgow citizens

 

The new website is built on an upgraded platform, allowing improved functionality:

 

  • User friendly online forms
  • Intuitive search engine
  • Standardised webpages

 

Feedback was actively sought at all stages:

 

  • A dashboard provided reports to the Corporate Web team/ Programme Board
  • Feedback influenced launch date
  • Elected members invited to comment
  • Citizen insight shared with senior management via ‘summary newspaper’
  • Citizens critiqued the website via focus groups/feedback sessions
  • The website was available to staff with a feedback form
  • A feedback form was initially published on the website at public launch
  • Improvement ideas can be given by citizens using prominent weblinks
  • All feedback is collated/analysed and a process is in place to continually review content and incorporate feedback.

 

The specification/process used to redesign the website and all reports from citizen research have been shared with a number of other Scottish local authorities.

 

Impact:

 

  • Simpler for customers to use our services/find information
  • Ease of interaction - all key tasks/information accessible/found within 2/3 clicks
  • Encourages channel shift away from telephone calls and personal visits
  • Facilitates making online transactions/interactions the preferred method of accessing council information/services
  • The council can actively promote it as a digital channel, fit for the citizens of Glasgow to use, with call agents/recorded messages/social media used to increase the awareness of the website
  • Our dashboard monitors increase in website use and any associated decrease in telephone contact and customer visits

Review/Improvements:

 

  • Constructive feedback received from customers was collated/analysed and implemented where it led to customer experience improvements e.g. enhancements to website search functionality
  • The website redesign was centred around analysis of the top processes/tasks that resulted in customer contact – these ‘top tasks’ will continue to change and evolve so to ensure the  vwebsite remains current, an analysis of priority tasks/processes will be undertaken with the homepage being updated accordingly
  • Website content guidelines have been reviewed and published to all web editors to makes sure  consistency of content is retained
  • Content relating to the ‘top tasks’ will be reviewed/approved by the Corporate Web team prior to publishing with system permissions reviewed to support this process
  • Future Customer First projects will continue enhance the website with additional responsive features being introduced to improve the customer experience including a citizen account and integrated online forms

 

Systems/Standards to review and monitor progress:

 

  • The dashboard uses real time data about website use by customers to monitor performance on an on-going basis

 

Incorporating stakeholder feedback:

 

  • All feedback is analysed on an ongoing basis
  • Where themes are identified they are presented at the Internet Working Group meetings for discussion and review

 

Where feedback is submitted by the business, this is looked at with the relevant web editor who will work with subject matter experts in their area to make any changes that are required

 

Making the website customer-centric raised concerns of a loss of identity.  Research examples were therefore used to reinforce the need to change.  Stakeholders had access to summary ‘newspaper’ style reports to influence those with concerns.

 

Web editors from each service area were involved in the redesign in addition to their usual responsibilities, thus workload pressures were encountered. Support for the project from sponsors/key senior managers was achieved through influencing and collaboration meaning that support was provided to those involved to allow the aims of the project to be reached.

 

Citizen research was conducted during the design stage of the project and designs were changed/adapted throughout the 6 week period of research, with the final design being approved and created for the new website.

Contact details:

To find out more about this case study, please contact:

 

Afton Hill

Policy Support Officer, Strategic Policy and Planning

Glasgow City Council

0141 287 0411

Case study added to site: June 2016

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