All services in one place?
The way consumers experience the do-it-online section of the website is worth considering further. The site claims to offer ‘public services in one place’35, however, a closer look shows that Directgov is more likely to point consumers to the parts of other Government websites that can respond to their needs and requests. Visitors to Directgov are likely to be directed to either: an external Government website; an external website within a Directgov template or a page on the Directgov website where part of an external website has been pulled in – none of which give you the feeling of being in one place.
Consumers’ experiences are akin to the frustrating experience of going through a series of numbered options on a telephone helpline until eventually you’re put through to the person you need to speak to. The result is a disjointed and awkward journey. Different websites have a completely different look and feel, and are of varying quality, making it difficult for the consumer to know what to expect. This compares unfavourably with commercial websites like Amazon36 which, although offering totally different services and products, sticks to a common framework and look even though products are sold by different sellers. On the occasions that the Directgov ‘superstore’ does have everything stocked, items may well be in rather unexpected places. Some of the links from Directgov do not even point to the relevant page on another website, simply linking to a home page. For example the ‘Make a complaint about unfair trading’37 links to Consumer Direct’s home page rather than to the pertinent page with a downloadable template for a complaint letter. Similarly, following the links into local authority services can either take you to a council home page or to relevant content. This is problematic because consumers are getting different levels of efficiency depending on what they are looking for.
For example, registering for a state pension ‘eforecast’ involve up to 12 steps, and then a wait up to seven days to receive an activation code, before even starting to input financial information relating to their pension.
The do-it-online section does not live up to its claims of being a place where consumers can actually see through public service transactions to completion in any great number.
The do-it-online section could be improved by clarifying what it is on offer, and providing a more consistent delivery of online services through to completion. These should be informed by what consumers expect to see on a Government website, and what they most value.
We also recommend a new approach to personalising services around consumers, based on their preferences. The do-it-online section would also benefit from providing more obvious ways for the public to give feedback on the content and process of using online services so that the provider could build their insight into revisions.
- http://www.direct.gov.uk/en/index.htm
- Available at: http://www.amazon.co.uk [Accessed 9 September 2009].
- http://www.direct.gov.uk/en/Diol1/DoItOnline/DG_4018045
the local directgov offer is particulalry poor. I make heavy use fo the web in north london to help clean up the streets of kings cross. see http://www.kingscrossenvironment.com
the local direct govseems repeatedly incapable of pointing me direct to basic services found on my councils website.
the recent large scale home office mailshot on ASB in london invited me repeatedly to a directgov campaign page to fulfill. basic stuff like how to deal with dog fouling dumped me after several clicks on the wrong page of the islington council site.
at the time of posting, typing ‘recycling, birmingham’ into the directgov searc box yields an inexplicable set of search results that don’t mention birmingham city coucnil until no20 (a general contact page)
typing the same phrase into google takes you to the birmingham city council recycling page.