Web Self-Service Platforms and Constituent Communication. US Department of State

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1 Web Self-Service Platforms and Constituent Communication US Department of State

2 About Us Bureau of International Information Programs Conducting public diplomacy by connecting people with policy Office of Digital Providing secure, stable and scalable digital platforms to enable successful public diplomacy Platform supports over 500 official Embassy web sites in 59 languages with over 1 million pages and 1200 webmasters with 24X7X365 coverage Interactive platforms support live video programs for 279 posts, as well as domestic programing

3 Customer Service Responsive help desk supports webmasters in the field with technical concerns, site management and training Focus on metrics driven decision making to meet customer and stakeholder needs Leverage web reporting tools, design/usability studies, Foresee reporting and customer surveys Differentiate mobile versus desktop experience Keep key business purposes for the end users in mind

4 Desktop Experience VitalCollection Statistics Start of Data January 1, 2014 Reporting Period January 1, 2014 June 30, 2014 Surveys Completed: 13,561 Completion Percentage: 32% Sampling Conditions The survey invitation presents randomly to 25% of visitors who view at least 1 page of your website. A session-level cookie prevents visitors from seeing the invitation again during their current browser session.

5 Mobile Experience Vital Statistics Start of Data Collection January 1, 2014 Reporting Period January 1, 2014 June 30, 2014 Surveys Completed: 1,797 Completion Percentage: 50% Sampling Conditions The survey invitation presents randomly to 50% of visitors who select one of three clickable events during their mobile session.

6 Satisfaction Score Aggregate Results of Overall Satisfaction Trends Mobile users are consistently more satisfied with their experience than desktop users. Mobile users tend to be in the mid to high 70s, while desktop users are in the low 70s Jan 2014 Feb 2014 Mar 2014 Apr 2014 May 2014 Jun 2014 Satisfaction - Desktop Satisfaction - Mobile

7 Primary Reason Comparison Primary reasons for visiting varied slightly between desktop and mobile visitors. Desktop visitors had nearly equal percentages of visitors there to apply for Visas and to find information about Visas, while mobile visitors were mainly on the site to find information about Visas. Mobile visitors also had a higher percentage of visitors there to search for jobs. What was your primary purpose for visiting the Embassy site today? Desktop 1. 28% To apply for a Visa (Sat 74) 2. 27% To find information about Visas (Sat 75) 3. 11% Other (Sat 69) 4. 5% To search for jobs within the Embassy (Sat 79) 5. 5% To apply for or renew U.S. passport (Sat 63) 6. 5% To check the status of my Visa application (Sat 68) 7. 3% To find Embassy contact details (Sat 67) 8. 3% To find information about Passports (Sat 71) 9. 2% To find information about studying in the U.S. (Sat 76) 10. 2% To find official U.S. news (Sat 70) Mobile 1. 24% To find information about Visas (Sat 78) 2. 15% To apply for a Visa (Sat 76) 3. 14% To search for jobs within the Embassy (Sat 80) 4. 12% Other (Sat 75) 5. 9% To check the status of my Visa application (Sat 76) 6. 4% To find official U.S. news (Sat 82) 7. 4% To find Embassy contact details (Sat 78) 8. 4% To find information about studying in the U.S. (Sat 80) 9. 3% To apply for or renew a U.S. passport (Sat *) 10. 3% To find information on specific U.S. Policies related to the host country (Sat *) Satisfaction scores are not shown for sample sizes smaller than 50.

8 SCORE Desktop Aggregate Of all the future behaviors, desktop visitors were least likely to participate in the future and the most likely to trust the site. Overall satisfaction has the greatest impact on their likelihood to recommend the site. High 78 Low 68 STATUS QUO REQUIRED Site Performance 80, 1.1 Look and Feel 77, 0.9 Content 80, 1.5 Online Transparency 75, 1.4 MAINTAIN OR IMPROVE Navigation 73, Low MONITOR 1.6 TOP PRIORITY High IMPACT Impact on Visitor Satisfaction Future Behavior Future Behaviors Score Future Participation 55 Number of 4.1 Recommend 73 respondents: 2.3 Return Trust 81 Navigation 73 Please rate how well the site is organized. 7.8 Please rate the options available for navigating this site. 7.7 Please rate how well the site layout helps you find what you are looking for. 7.6 Please rate the number of clicks to get where you want on this site. 7.3 Online Transparency 75 Please rate how thoroughly this site discloses information about what this Embassy is doing. 7.7 Please rate how quickly Embassy information is made available on this site. 7.9 Please rate how well information about this Embassy's actions can be accessed by the public on this site. 7.7

9 Desktop Visitors Desktop Visitors N: 13,561 Sat: 73 Visit Frequency Primary Reason Ability to Find Role Citizenship 39% = First time (Sat 73) 30% = Every 6 months or less (Sat 71) 12% = About once a week (Sat 74) 12% = About once a month (Sat 72) 5% = Daily (Sat 77) 3% = More than once a day (Sat 70) 28% = To apply for a Visa (Sat 74) 27% = To find information about Visas (Sat 75) 11% = Other (Sat 69) 5% = To search for jobs within the Embassy (Sat 79) 5% = To apply for or renew U.S. passport (Sat 63) 5% = To check the status of my Visa application (Sat 68) 47% = Yes, I found it quickly (Sat 86) 26% = Yes, but it took longer than expected (Sat 68) 19% = No, I partially found what I was looking for (Sat 60) 8% = No, I did not find what I was looking for at all (Sat 40) 32% = Tourist (Sat 74) 28% = Other (Sat 69) 11% = Business traveler (Sat 72) 10% = University student (Sat 75) 7% = Researcher/scientist/scholar (Sat 74) 81% = No (Sat 74) 19% = Yes (Sat 66)

10 SCORE Mobile Aggregate Overall satisfaction with the mobile site has the greatest impact on the likelihood to recommend it to others. It is also the lowest scoring of the future behaviors. Targeting navigation for improvements, specifically the options available for navigating, will bring about the biggest changes in satisfaction and future behavior scores for mobile visitors. STATUS QUO REQUIRED MAINTAIN OR IMPROVE High 84 Low Site Performance 82, 0.9 Look and Feel 80, 1 Content 82, 1.3 Navigation 79, 1.8 Impact on Visitor Satisfaction Future Behavior Future Behaviors Score Recommend 79 Number of respondents: Return Trust Low MONITOR TOP 1.6 PRIORITY High 0.6 IMPACT Navigation 79 Please rate how well this mobile site is organized. 8.3 Please rate the options available for navigating this mobile site. 7.9

11 Mobile Visitors Mobile Visitors N: 1,797 Sat: 77 Visit Frequency Primary Reason Ability to Find Location 52% = First time (Sat 77) 14% = About once a week (Sat 79) 11% = Every 6 months or less (Sat 73) 10% = About once a month (Sat 75) 9% = Daily (Sat 83) 4% = More than once a day (Sat 79) 24% = To find information about Visas (Sat 78) 15% = To apply for a Visa (Sat 76) 14% = To search for jobs within the Embassy (Sat 80) 12% = Other (Sat 75) 9% = To check the status of my Visa application (Sat 76) 50% = Yes, I found it quickly (Sat 86) 21% = No, I partially found what I was looking for (Sat 70) 17% = Yes, but it took longer than expected (Sat 70) 11% = No, I did not find what I was looking for at all (Sat 60) 75% = I m at home (Sat 77) 13% = I m at work (Sat 78) 7% = I m traveling (Sat 73) 6% = Other (Sat 78)

12 Mobile Devices Most mobile visitors are using either an Android device or an ipad to access the mobile site. Visitors using ipads had the lowest satisfaction and future behavior scores of the top three. Device Type (captured using a Customer Passed Parameter) 35% 34% 26% Android ipad iphone Recommend Return Trust % 1% 1% < 0% 1% Android ipad iphone WindowsPhone BlackBerry Device Not ipod Captured Satisfaction scores are not shown for sample sizes smaller than 50.

13 Aggregate Results Mobile Aggregate 2 As with the desktop sites, the top primary reasons for mobile visitors are to find information about Visas and to apply for a Visa. Comments regarding their difficulty in finding Visa information, application and status details also appear frequently throughout the open ended comments. 1 The homepage (1), however, contains links to news articles and Embassy events. To find the Visa information link, mobile visitors need to click on the icon in the upper left hand corner. From there, they receive a menu that includes Visa as one of the options (2).

14 Summary Overall: > Mobile users tend to be more satisfied with their experiences than desktop users. > Mobile respondents were also more successful in finding what they needed quickly than desktop respondents. Desktop visitors had a higher percentage answering that they found what they needed, but that it took them longer than expected. > Primary reasons for visiting varied slightly between the two groups. While desktop users had nearly equal percentages there to apply for a Visa and to find information about Visas, mobile visitors had a clearly higher percentage there to find information about Visas.

15 Road Ahead Platform Upgrade > Changes to content and templates with mobile user focus early adopter groups > Emphasis ease of use for webmasters and consumers > Redesign navigation and plug-ins Metrics Changes > Change metrics platform > Integrate social and web metrics > Stand up improved analytics tools and databases CRM Capability > Leveraging CRM tool for customer service desk > Roll out enterprise CRM tool for PD community