Devolving to consumers
While Directgov and digital public services are taking small steps towards experimenting with the potential of the web, other public sector organisations are taking greater innovative leaps by ceding control of data and information to consumers. These are examples of how central and local Government, and independent websites are delivering transactions and services to consumers.
Box 6: Bracknell Forest Council
The council’s website has a clear structure that meets users’ expectations as there are just six options under its ‘do-it-online’ section:
- Apply for it
- Book it
- Find it
- Pay it
- Report it
- Say it
The options are based on consumer actions rather than service categories, making the website easier to use. Each option has a short paragraph describing exactly what can be done and how long it will take. Expectations are clearly set out and the user is told if they are being directed to an external site, emphasising where the council’s responsibility for content ends.
Box 7: Shop 4 Support
A social enterprise in Wigan, with a history of user-focused service delivery, has developed an ‘eBay for social care’, where users can easily spend their personal care budget on products and services. Users enter their postcode to find local services, instead of relying on information to come from local authorities. The search engine lists the nearest and cheapest options first, together with customer ratings posted by other users. Consumers are given the information and recommendations they need to spend their personal care budgets effectively.
Clearly, public and Government services online are different to commercial or independent websites. However, the Government can learn much from the private, third sector and civil society in terms of not only website architecture but also the way people use websites. Directgov’s users are familiar with using the web to book a flight or hotel, bank, buy books and shop. They are willing to complain, feedback and respond (see eBay, Amazon and Tripadvisor43 websites) and contribute ideas. Asking consumers to comment and rate website pages on Directgov could add great insight into how information could be better structured. The developments outlined above do more than just engage consumers: they create value and are essential for driving progress. Comparing the dynamic and creative nature of the websites highlighted here to Directgov’s offering illuminates just how flat and staid Directgov is. Moreover, the more consumers experience and participate in web 2.0 sites, the more irrelevant Directgov will feel to them.
Consumer Focus recommends Directgov work with and learn from the tide of new practices on the web in an appropriate way to accelerate, support and enable innovation.
- Tripadvisor. Available at: http://www.tripadvisor.co.uk/ [Accessed 9 September 2009].
