1 Using Web Metrics To Improve gsa.gov Dr. Vicky Moss Peter Kelley August 10, 2005 – 2:00 pm

2 Process of Continuous Improvement Design Analyze, Prioritize, & Plan Build & Deploy Test & Measure

3 Recognize the Need for Improvements Management Imperatives Business Operations Web Metrics

4 Web Metric Inputs –Offline comments –ASCI/GSA specific questions –Referring Sites –Shortcut Performance –Card Sorting Unsolicited Visitor Feedback –Customer Response (ICT) Solicited Responses –ACSI general satisfaction survey Web Traffic Analysis –Visitor/page frequency –Search terms Usability Testing –Scenario-based, task-oriented tests

5 Activities for Potential Improvement 1.Reorganize and Improve Content 2.Upgrade Infrastructure 3.Create New Interactive and Dynamic Systems 4.Revise Design of Individual Special-Purpose Pages 5.Revise System-wide Templates 6.Homepage Evolution

6 1. Reorganize and Improve Content ACTIVITIES FOR IMPROVEMENT

7 Content Manager Initiative Utilize existing CMS structures: Revise categories, cross-references, and page content Some areas recently –Property Disposal –Training –Travel 1. REORGANIZE AND IMPROVE CONTENT

8 2. Upgrade Infrastructure ACTIVITIES FOR IMPROVEMENT

9 FY05 Technology Improvements “Transparent” changes yielding better performance for visitors and content creators Application servers on which the software components run have been upgraded The web servers that create the web pages have been upgraded COOP planning with redundant back-up sites in 3 locations enhanced Continuous improvement and new features of Content Management System New enterprise monitoring system with alerts to appropriate staff Consolidation of code modules for more efficient operation Improved implementation of “Cascading Style Sheets” for greater control of text sizing and to lay the foundation for redesign initiatives Upgraded web statistics system 2. UPGRADE INFRASTRUCTURE

10 3. Create New Interactive and Dynamic Systems ACTIVITIES FOR IMPROVEMENT

11 Customized Applications Presentation on gsa.gov pages of high priority content previously “off-portal” This content is not managed in the gsa.gov Content Management System (CMS) A customized process is created for each application by the gsa.gov team Development priorities based on user needs (assessed with web metrics), business objectives, and budget constraints 3. CREATE NEW INTERACTIVE AND DYNAMIC SYSTEMS

12 Developed and Launched in FY05 GSA Events Online registration/Registration Management System Per Diem rates Federal Management Regulations (FMR) Federal Travel Regulations (FTR) 3. CREATE NEW INTERACTIVE AND DYNAMIC SYSTEMS

13 3. CREATE NEW INTERACTIVE AND DYNAMIC SYSTEMS 13

14 Screenshot of Per Diem 3. CREATE NEW INTERACTIVE AND DYNAMIC SYSTEMS 14

15 Screenshot of FTR 3. CREATE NEW INTERACTIVE AND DYNAMIC SYSTEMS 15

16 Screenshot of Forms Library 3. CREATE NEW INTERACTIVE AND DYNAMIC SYSTEMS 16

17 4. Revise Design of Individual, Special-Purpose Pages ACTIVITIES FOR IMPROVEMENT

18 Recent Examples Interactive, “Flash” map of Regions Revised “Targeted URL” pages 4. REVISE DESIGN OF INDIVIDUAL PAGES

19 PREVIOUS

20 Screenshot of Targeted URL 20 CURRENT

21 5. Revise System-wide Templates ACTIVITIES FOR IMPROVEMENT

22 Standard Pages Make the “mental model” of where you are in the site more intuitive Make the page more efficient Make it easier to find key site-wide links Recent examples: –Distinction between “Federal” and “Nonfederal” links (as mandated by upcoming OMB regulations) –Improved left navigation column: greater contrast, graphic accent to highlight current page selection 5. REVISE SYSTEM-WIDE TEMPLATES

23 PREVIOUS CURRENT

24 CURRENT HEADER & LEFT NAV

25 REVISED HEADER & LEFT NAV – IN PROGRESS

26 6. Homepage Evolution ACTIVITIES FOR IMPROVEMENT

27 October 2003

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29 WINTER 2005

30 TODAY

31 Homepage Redesign Liquid layout Create different blocks for groups of featured links, prioritize links Create more task-oriented focus Diminish prominence of MyGSA profile and login 6. HOMEPAGE EVOLUTION

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34 Screenshot of Dev 3. CREATE NEW INTERACTIVE AND DYNAMIC SYSTEMS 34

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