Speaking a different language
As well as the somewhat confusing layout of the website, the way much of the information is presented feels outmoded. When Directgov was launched in 2004, a lot of emphasis was placed on representing information in an accessible and understandable way. This was an admirable aim but, in the digital realm, things move very quickly and
people’s expectations of how they will receive, use and respond to information have changed dramatically in the last five to ten years.
The digital revolution has not only made life faster, more efficient and allowed for greater collaboration, it has also altered the way in which people communicate with each other in terms of the timing of information, language and expectations we have from different websites and internet functions. People are now much more likely to interact with website editors and contributors and generate their own content to share with contacts in a series of conversations.
Against this backdrop, Directgov steadfastly remains a one-way broadcaster, with a distinct lack of response mechanisms and opportunities for interacting with other users. Consequently, it is out of touch with its users. To be genuinely transformational, as the strategy title suggests it would like to be, Directgov must understand the new relationships people forge with services via the web, and work out how to respond to these expectations. If Government wants to engage with citizens and create better services and relationships, we suggest opening up communication to show there is a genuine readiness to listen. The alternative is turning consumers off.
We question the sheer amount of information included, and suggest information is selected on the basis of consumers’ expectations and does not try to replicate other trusted sources. We also recommend a new approach to tailoring information and services to consumers, based on their preferences and location. Perhaps, for example, having a personalised home page or space to keep records of previous transactions.
We would also like to see improvements to existing search and navigation facilities based on an understanding of the way people actually use the web. Directgov would benefit from being more responsive to users, and giving them appropriate opportunities to add value to the content and design of the information and functions on the site.
