Improvement plan · Step 2 of 7: Who
Would your page work for a stressed resident on a phone, one-handed?
The resident you picture when you write a page decides whether they finish the task.
The problem
It's easy to design for the person who signs the page off. Councils, like car makers, fall for beauty: the big hero image, the clever layout. For years cars were drawn as sleek sports cars. Then makers noticed families wanted seven seats, big windows and room for a camping trip, and the people carrier was born. The best websites took the people carrier route: built for the people who use them, not to make the organisation proud.
The story
Picture someone reporting a missed bin on the train home, standing, phone in one hand, in and out of signal. Or someone filling in a benefits form while worried about money. Good accessibility isn't only for people with impairments; it helps everyone finishing a task in a hurry, in a crowd or under stress.
What to do
For the task you chose in step 1, describe at least three types of resident who do it:
- their situation and mood (urgent, worried, routine)
- the device they are likely to use
- what they already know, and the words they use for it
- any access needs to plan for
Then check it against real voices. You don't need a research programme. Talk to your contact centre, read the complaints and the site search terms, and speak to two or three residents. Analytics such as device or location are weak signals of who someone is, so don't build profiles on them alone.
Three residents reporting a missed bin
An older resident living alone
Will someone come today? Do I need to leave the bin out? Can I phone instead?
A shift worker on the bus
Can I do it in two minutes on my phone? Will I get a confirmation?
A landlord or letting agent
Can I report for a tenant at another address? Which property is it logged against?
Try this week
Ask your contact centre to describe the last three residents who called about your chosen task. Write one line about each.
Fix guides for this step
All fix guides-
Fix guide
A resident reads your planning page twice, then picks up the phone
Almost every council service page is plain enough for a 12-year-old to follow. The few that are not are often planning, housing and care pages, and they cost you calls. Test a page in minutes and rewrite it without a developer.
Want help with this step?
Book a free 30 minute call, or email david@digitaljourneycoach.com.
Book a 30 minute call