【實習歷程】唐鳳辦公室｜運用UIUX創新思維 — 親手砍掉再重練的政府網站
During the PDIS internship, it gave us a very large space to showcase our abilities and encouraged us to try using different research methods to identify the needs of users and the pain points of the website.
Participating in the PDIS RAY4.0 project allows us to construct a design research perspective with innovative forms!
Hi, I’m Javier Weng. During the 2020 summer Ray4.0 internship program, I mainly focused on finding the pain points of users through the perspective of service design and conducting innovative UI/UX public sector website design under various restrictions and conditions through design research such as interview skills and research methods. In addition, I had the opportunity to meet strong individuals from different universities while at PDIS, and I highly recommend this experience to anyone who is reading this article! That’s why I’m sharing my entire internship journey with everyone!
｜Outline ｜
I. Introduction
－Ray4.0 X PDIS's Introduction
－Select & Prioritize the Public Section of the Website！II. The Internship Program Process of PDIS
1. Pre-design Study
1.1 Keelung City Government's Website - Analysis & Exploration
1.2 First Exploration of Problems - Like a detective looking for initial suspicious clues
1.3 Listening to Stakeholders - Elements of a "Good" Website
2. User Interviews & Design Ideas
2.1 Cutting and Rehearsing - Redistributing and then converging the "information architecture"
2.2 Listening to Stakeholders - User Needs Matter!
2.3 Persona X Customer Journey Map
3. Constructing an innovative government website as a portal
3.1 Cutting and re-training - redistributing and re-tightening the "information architecture
3.2 Design approach - "broad and shallow, not narrow and deep"
3.3 Design Concept - "Thematic Services" + "Innovative Services" Web Design
3.4 UXUI Design - Optimizing Government Websites with "UCD ThinkingVI. PDIS Internship Experience Sharing
I. Introduction
Ray4.0 X PDIS’s Introduction
公共數位創新空間 Public Digital Innovation Space(PDIS) is a legendary office of Commissioner Audrey Tang, dedicated to improving digital services for government departments. By utilizing service design thinking to improve the process of government systems, PDIS optimizes government websites and digital services in innovative ways.
The RAY4.0 project focuses on the perspective of “government officials x design consultants x users” and utilizes user experience and service design thinking to create innovative digital services for government websites. Through remote collaboration, the project aims to jointly optimize and create innovative digital services for the government website.
Choose your own path, even if you have to crawl to complete it!
1 臺北市政府市民服務大平臺 https://service.gov.taipei/
2 臺中市政府服務e櫃檯 https://eservices.taichung.gov.tw/
3 教育部青年署官網 https://www.yda.gov.tw/
4 臺灣就業通 https://www.taiwanjobs.gov.tw/
5 勞動部勞工保險局e化服務系統 https://edesk.bli.gov.tw/ 6 臺中市政府社會局 https://www.society.taichung.gov.tw/
7 臺南市政府社會局長期照顧管理中心 https://ltc.tainan.gov.tw/
8 臺北市立聯合醫院 https://tpech.gov.taipei/
9 基隆市政府全球資訊網 https://www.klcg.gov.tw/
10 人事服務網 https://ecpa.dgpa.gov.tw/
After passing the first stage of the application review and the second stage of the tense and exciting physical interview, I was very lucky to receive the admission notice successfully! The next task is to prioritize the top 10 government websites that the National Council wishes to improve according to your preference from 1 to 10. “Your final choice will determine your fate for the next two months”, including the difficulty of website transformation and determining who your team members will be.
II. The Internship Program Process of PDIS
1. Pre-design Study
1.1 Keelung City Government’s Website — Analysis & Exploration
The various web page data of the 基隆市政府全球資訊網 operate under the same platform, enabling information to be connected and integrated. The information data of each subordinate agency’s website is synchronized with the Keelung City Government’s website, allowing information from all Keelung City government units to be connected in real-time, making it more convenient for the public to browse and search.
‘’ However, can a seemingly complete system of government websites really provide users with a user-friendly service experience? ‘’
1.2 First Exploration of Problems — Like a detective looking for initial suspicious clues
After the first round of discussions within the group, we found that the “Keelung City Government Website” is mainly named in an “agency-oriented” manner, which makes it difficult for the general public to know which agency is responsible for the services they need. In addition, the content provided by the “convenience services” category is limited and not what the general public would want to query. In summary, we found that the current information architecture of the Keelung City Government is chaotic and difficult to read.
From the information architecture of the “Keelung City Government Website,” we can see that the sub-items in each category are too mixed and not intuitive. In addition, some options are classified in inappropriate categories, while some options can be further selected and categorized. Therefore, our top priority is to reorganize the effective information architecture!
1.3 Listening to Stakeholders — Elements of a “Good” Website
Through the National Development Council’s UCD workshop, Ray4 interns, government personnel, and design consultants worked together to explore needs and collaborate on communication. Ultimately, the main focus of website improvement was determined to be “citizen services” and “official needs,” classified according to “service categories,” allowing citizens to quickly find the information they need on the “Keelung City Government Website.” Therefore, our execution strategy will be to implement a “integrated portal-style website” as the website implementation strategy.
2. User Interviews & Design Ideas
2.1 Cutting and Rehearsing — Redistributing and then converging the “information architecture”
We referred to “Taiwan Municipal Government Websites” to understand how to categorize services so that users can quickly find the information they need. Therefore, we conducted a preliminary “「卡片分類法 Card Sorting」Card Sorting” method and inventoried the website services provided by 9 counties and cities in Taiwan, integrated and summarized them into 25 categories.
The purpose of integration is to re-optimize and tidy up the information architecture of the current “Keelung City Government Global Information Network,” with the hope of presenting naming strategies and category summaries more accurately.
2.2 Listening to Stakeholders — User Needs Matter!
After conducting target user interviews, we gathered feedback on the pain points users experience when using the “Keelung City Government Website.” Users found that the “topic classification” provided on the website was very messy, and services were scattered across various department websites, making it difficult to find the desired service smoothly.
The “service naming” was not intuitive, which easily led to misunderstandings about the services offered. Furthermore, the “website search” function was not precise enough, making it very difficult to find the target service. Additionally, users felt that the “tourism” search experience on the website was lacking in content explanation, making it difficult to understand the details, and the website only presented a single image with too much text content, which made it difficult for users to quickly understand the expressed information.
2.3 Persona X Customer Journey Map
After understanding the characteristics, behavior, and pain points of the users through “user interviews,” we converted them into “Persona” role settings. The feature of the “Keelung City Government Website” is that the target group is very broad, including ordinary citizens, tourists, bidding contractors, job seekers, and so on.
Since most of the participants we recruited were mainly “tourists” and “Keelung residents,” we developed two Persona profiles based on their insights and needs.
After completing the “Persona Profiles,” we created “Customer Journey Maps” based on the behavior traits of the “tourists” who are interested in sightseeing information and the “Keelung citizens” who are interested in government subsidies. We focused on “user pain points” to identify the “key issues” and “improvement strategies” for this website redesign.
3. Constructing an innovative government website as a portal
3.1 Cutting and re-training — redistributing and re-tightening the “information architecture’’
Based on the four “key issues,” we have generated corresponding “improvement strategies.” We have reviewed the “website service items” of various government agencies to accurately define the website structure of the “Keelung City Government” and change it from the original “agency-oriented” website structure to a “service-oriented” classification method, allowing users to more intuitively find relevant information and services.
3.2 Design approach — “broad and shallow, not narrow and deep”
The design principle of an “integrated portal website” is “broad and shallow rather than narrow and deep”. Compared to other Ray4.0 trainees, the reason why our group finds it more challenging is that the “Keelung City Government Global Information Website” is an integrated portal website that must meet various types of user needs and enable users to quickly and conveniently search for “corresponding services and information” or link to “bureau and agency” websites.
Therefore, it is difficult for us to achieve deep optimization of the website experience, such as focusing on a “registration system” or an “application process”. We must first address the most problematic “information architecture” of the website, and then continue to deepen other process improvements from this basic level.
Due to time constraints, the emphasis of our group is on “how to provide users with a friendly information architecture so that they can quickly find the desired services and information through this website”.
In the subsequent wireframe optimization proposed by PDIS, the design of the "Real Needs" website in version A was integrated into the design of the "Innovative Services" website in version B, and multiple iterations of design were conducted in the process in order to create a government website experience that combines "usability" and "innovative services."3.3 Design Concept — “Thematic Services” + “Innovative Services” Web Design
3.3.1 The design of version A mainly focuses on placing the service information of the government website.
We conducted a two-day workshop with design consultants and government officials from various departments through the National Council. Together, we classified the information structure in a hierarchical manner and identified 12 major categories. We then categorized items based on their content descriptions, regrouped similar types of information, and conducted usability testing to refine the classification names and adjust the subcategories’ placement.
3.3.2 The B version aims to create an optimized digital website experience
We also referred to government websites in Hawaii, Michigan, and Hong Kong, which classify corresponding services based on different “identities.” In our team, we redefined the information architecture of “Keelung City Government” with the new concept of “identity.” In addition, we also referred to the service items provided by the old version of Keelung City Government and popular searches from GA statistics, to reconsider and define the priority and relevance of service items.
3.4 UXUI Design — Optimizing Government Websites with “UCD Thinking
原版網站連結：https://www.klcg.gov.tw
優化版網站連結：https://reurl.cc/d57NM2
In the presentation of the Keelung City Government homepage, we prioritize the “most commonly used” services at the top of the homepage. During the design process, we tested Wireframe A (based on service purposes) and Wireframe B (based on identity purposes) and both had advocates for their usage preferences. Therefore, we based our design on the concept of “service provision” and integrated the main theme services of “service classification” and “identity” to allow users to freely switch and search for services based on their needs.
VI. PDIS Internship Experience Sharing
I’m very happy and honored to have met Yu-Ru from National Taiwan University, Yu-Wei from National Chiao Tung University, and Peter from National Chengchi University during the summer of 2020. I learned a lot from you guys in terms of ideas and practical skills, even overturning my previous way of thinking and doing things. Actually, I suddenly miss the period of time when we had meetings until we got headaches. XD
I remember during the final presentation, as Hao-Ting said, each of us was very invested in this internship. Every time, it was not just about getting it done, but about achieving excellence!
During my internship at PDIS, they really gave us a lot of room to play and encouraged us to try different research methods to find user needs and pain points on the website. I think being able to participate at PDIS is really a worthwhile thing!
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Gmail : wengjhdsr@gmail.com
