Traditionally, interacting with councils to complete a task or 'transaction' has been a cumbersome and challenging process with little transparency for customers.
Historically, customers seeking services from a council or government organisation had to identify the right contact person, navigate through numerous pages and documents, search for appropriate forms, engage in back-and-forth communication with customer service or staff, and finally reach the stage where they could begin the transaction.
This prolonged process consumed significant time and resources on both the customer's and staff member's sides, which could have been utilised more effectively elsewhere.
My Role
As the Web Specialist at Shoalhaven City Council, my objective was to create a more efficient process that offered enhanced transparency and a better user experience for both internal and external customers alike.
Leveraging my expertise in graphic and interaction design, as well as insights from fields like sociology and observations on the needs of internal and external stakeholders, I devised a format for service pages that would help employees better communicate the user journey and requirements for a successful transaction.
Identifying the Main Problem
Many local governments shifted their services from paper forms to web forms without adapting the form structure, overlooking the negative impact the change in medium could have on the customer experience during service transactions.
While paper forms typically allow the customer to view all printed pages at once, webforms are often divided into sections that users must progress through, sometimes unaware of the requirements in subsequent sections until they complete the previous hurdles.
This presents a challenge.
The Pain Point
Consider a common scenario: a customer attempts to complete a form while commuting to the city for a day trip, not realizing their necessary documentation is left at home.
When using a web form modeled after a paper form, their experience is something like the following:
the customer inputs personal details - minimal effort
the customer provides transaction information - may require switching between tabs and apps, increasing effort but manageable
the customer is prompted for supporting information - a roadblock
In case the customer does not have the necessary documentation or does not have scanned copies on their current device, they cannot continue with the transaction until they return home, which could be hours later than originally planned.
Moreover, by the time they reach the supporting information stage, having already invested significant effort to do so, the customer might be feeling fatigued by the process, leading them to become stressed or frustrated, especially for sensitive transactions like reporting a deceased estate to a council.
Adding to the frustration, if the tab is accidentally closed or the page refreshes because of network connectivity issues, they must restart the process.
This experience can be exasperating, leading the customer to develop to negative associations with the organisation. In situations with external stressors or tight deadlines, customers may also experience anxiety or begin to panic.
Lack of prior communication on the need for supporting documentation and the inability to view the entire form upfront can transform a simple task into a potential source of distress for the customer.
As more services transition to online transactions, it becomes increasingly vital to avoid failed transactions and poor user experience by clearly communicating the 'step zero'.
Understanding 'Step Zero'
The idea of step zero is often linked with addiction treatment programs, highlighting the significance of recognizing the impact of addiction on oneself before moving on to Step 1 in recovery programs such as Alcoholics Anonymous.
Applying this concept to service design highlights the importance of customers being aware of deadlines, requirements, and necessary materials before initiating a transaction.
Defining a Service
A service provided by organisations like local governments can range from complex, affecting many individuals, to simple, impacting only one person.
These services can cater to external customers (residents, businesses) or internal customers (employees, contractors).
Typically, customers utilise these services by engaging in a transaction with the organisation, often carried out via service pages.
Understanding a Service Page
A service page serves as a tool for customer experience, directly influencing how customers receive services and how employees deliver them.
The content of a service page should guide customers through the transaction process, providing clear instructions before, during, and after completion.
Many webpages include application forms, resources, and links without context, implying customers must figure out the process independently. A service-oriented approach helps avoid such errors.
However, a service-oriented approach is effective only when customers are adequately prepared to engage with it, emphasising the importance of 'step zero'.
Designing Service Pages with 'Step Zero' Principles
To enhance customer success in completing transactions, I developed a service format that emphasises the following key components:
Page title
Introduction
Important information
Before you start
How to [action]
What happens next
Need help?
Page title
The page title, often visible on search engines, should succinctly describe the service for easy identification.
A good title should start with a verb and use simple language matching customer search terms.
Introduction
The introduction provides a brief overview of the service's purpose, target audience, and expected outcomes.
Important information
Key information, such as risks, disclaimers, or eligibility criteria, is outlined in bullet points for quick reference.
Before you start
The 'before you start' section, or step zero, outlines necessary steps and resources customers need before initiating the task, preventing incomplete submissions due to missing requirements.
How to [action] (e.g 'How to apply')
Clear directions for completing the transaction are provided, minimising the effort cost to the customer during this stage.
What happens next
The 'what happens next' section sets post-submission expectations, detailing confirmation processes, staff response times, fees, and any further actions required.
Need help?
The 'need help?' section offers support for customers facing challenges in completing the form, providing assistance for various circumstances.
The Result
Implementing this service page format on the Shoalhaven Water website led to reduced complaints and increased positive feedback. Extending this approach to all transactions across Council aims to ensure a consistent and supportive customer experience, streamline website sections, and enhance customer service efficiency.
While the implementation of service pages at Shoalhaven City Council is ongoing, the long-term goal is to provide comprehensive service pages for all transactions, fostering positive interactions and efficient service delivery.
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