What is User Experience (UX)? Goals Sell products Reinforce brand/image 2

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1 Great City Websites TIPS TO CONSIDER FOR MUNICIPALITIES LARGE AND SMALL What Makes any Website Great? 1. Provides an exceptional user experience 2. Achieves a specific set of goals 1

2 What is User Experience (UX)? Goals Sell products Reinforce brand/image 2

3 Goals Goals Book a Trip Sell Music Check-in Add Subscribers Check Flight Status Provide Customer Service 3

4 Goals Report the news Add subscribers Generate ad revenue What makes a City Website great? User Experience Specific Goals 1. Improves city s image / brand 2. Increases citizen self-service 3. Empowers Staff 4

5 Improve City s Image/Brand EXAMPLES / TECHNIQUES Branding 5

6 Create a Stunning Design Professional imagery Responsive, mobile-friendly Minimize complexity Keep it simple 6

7 Mobile-friendly Responsive Optimized for touch 7

8 8

9 9

10 Sometimes specialized branding is important and appropriate! 10

11 11

12 Design is important, but It needs to be easy to use too! 12

13 Your website s features should fit your city s size and staffing Keep it simple and maintainable Avoid over-designing Avoid features that cannot be effectively maintained Incorporate Website Design Best Practices Intuitive navigation Simple, consistent interface Judicious use of colors, fonts, graphics Consistent inner page behavior (layouts/navigation) 13

14 Intuitive Navigation Universal/Global menu (Standard and Mega Menu) Contextual sub-menus Breadcrumbs Sitemaps 14

15 Quick Links One click access to most frequently visited content Limit to top 10 links or less Easy to Find Find content via multiple paths Do not assume you know how a visitor will navigate the website 15

16 Increase citizen self-service EXAMPLES / TECHNIQUES Online Fillable Forms 16

17 Subscriptions and Notifications Emergency Alerts 17

18 Frequently Asked Questions Interactive Mapping Tools / Personalized Content 18

19 Search is important Ensure your website has built in Search Engine Optimization (SEO) features Search web content and files Easily filter search results by date, department, and type of content Consistent Communication Across multiple channels Multi-Channel Engagement Website Social Media Newsletters Electronic Print Utility Bills Local Press 19

20 Accessibility is important! Accessibility not just for the disabled Users Young vs. old Knowledgeable vs. experienced English vs. non-english Varying mental, physical ability Browsers Mobile Phones Tablets Laptops, Desktops Emerging technologies Smart devices (appliances, watches) Conversational interfaces (Amazon Echo, Facebook s Messenger, Microsoft s conversation as a platform 20

21 Techniques to Improve Accessibility Content Quality Structure Keyboard Text Alternatives Color and Contrast Link Text Multimedia Content Quality Focus on providing relevant, well-written content Legibility, Readability, Comprehension Quality over quantity Tips 21

22 Legibility Legibility is how well you see the letters. Clean, easy-to-read fonts / typeface Large default font size High contrast between characters and the background (4.5 to1) Tool - Color Contrast Checker - Readability Readability measure the complexity of your words and sentence structure. Short words Short sentences Aim at an appropriate grade level for your organization Testing tools: Microsoft Word 22

23 Comprehension Comprehension measures whether or not a user can understand the intended meaning of a text. Plain spoken language Inverted pyramid writing style (start with an overview/summary) Use pictures / diagrams Avoid jargon Readability vs. Comprehension He waved his hands. vs. He waived his rights. Video 54 sec 23

24 I m not compliant Yet. What Should I do right now? Add an accessibility statement on your website Provide contact information for someone to submit questions or report issues Phone Online form What Else to consider? 24

25 Records Retention Backups / Disaster Recovery Page versioning / audit controls (web pages and file versions) Don t forget about , text messages, social media Tools: Archive Social, Smarsh, Page Freezer Security Secure Servers / Redundancy Secure Transmission of Data User authentication (userids, strong passwords, multi-factor authentication) Data privacy (PCI, HIPAA, etc.) Protection against cyber attacks (denial of service, cross-site scripting, etc.) 25

26 Testing User Testing (1x1) Scenario-based testing Record results Google Analytics User Behavior, What s Trending Tree Testing information architecture sitemap navigation Card Sorting strength of navigation categories Questions? James Bonneville Senior Sales Executive-MuniCode jbonneville@municode.com 26

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