Is It Your Content That’s Confusing Residents or Your Visual Design?
When working to make a website easier for users, many people think if they make it pretty with more technical bells and whistles, they solve the problem and address user needs. This is not the case.
While visual design and technology are important, content is what determines how useful a website is for users.
Remember, the residents are there for the content, such as looking for Barton Springs pool hours, getting a building permit, finding housing assistance, ordering a birth certificate, looking up their trash pickup day, etc. They are not there for a pretty site.
Take this fork for example
While it is beautifully designed, eye-catching, and unique, this fork would fail the user in their goal of eating food with a fork! This is how we must think of websites.
Do we want a visual design that is well laid out, easy to navigate, makes residents confident that they’re on a city website, and supports the content? Of course. But if our content is not written and organized in a way that serves user needs, then our website fails, no matter how beautiful or unique it is.
The City of Austin is taking strides to put content first and meet resident needs with a new approach to digital services.
As a government agency, we aren’t trying to sell consumer products or make profits for shareholders. Our goal is to serve the needs of residents…all residents.
So, how does a department, office, or any government organization know if it’s the content that needs work, or if the content is already effective and their site just needs design and technology changes?
Use this questionnaire to find out
Is all your content below an 8th grade reading level?
No
Content on government sites is often written with complex language and jargon making it hard for the everyday resident to understand.
However, a resident should be able to understand and access your services, no matter their education level. This is why it’s important to write no higher than an 8th grade reading level.
While there are some exceptions to this, such as information specifically for scientists to use, most government service content should be 8th grade or below. You can use tools like the Hemingway app or Grammarly to test out your content’s reading level.
Yes
Great! Move to the next question.
Have you conducted any user research with residents?
No
Researching with your residents helps you understand their needs, motivations, goals, and current pain points with your content. It also helps you check your assumptions.
We did “think-aloud” usability tests with residents. Here, Robert accessed the City website on his phone and told us that he doesn’t read everything, just skims for the information he needs. He has had several frustrating experiences trying to find information he needs on the current site.
I don’t actually read everything. I just go through and I see if there’s an easy answer. — Robert
Yes
That’s great that you’ve done some testing. Although, you’re never really done testing with residents. You can keep improving and learning from them, but move on to the next question.
How many pages are required to deliver all of your services to residents?
As many as it takes
You want to provide residents with as few pages as possible. Keep in mind: more pages does not equal more important, and more pages does not reflect the value of your services, programs, or department. More pages are actually more frustrating for the public.
The more information you place in front of them, and the more time they have to spend searching for what they need, the more irritated residents can become.
As few as possible
Great! Move to the next question.
Is your content free of acronyms?
No
We’ve found that most websites with acronyms, jargon, and department-oriented language are not easy for residents to understand.
As a CCCE, you’ll need to write ACPFA and provide AMSARs with the content they need to complete GSR’s to be a SCRTD. JK! (just kidding)
Was that confusing? Can you imagine being an Austin resident trying to understand City acronyms? With service-oriented language, we must focus on writing for the people, not our departments.
You should work to write out words and get rid of acronyms that appear across your content, and change jargon to more plain language. Use the Hemingway app to test out your content.
Yes
Great! Move to the next question.
Do all of your images have alternative text for those with visual disabilities?
No
Accessibility ensures a website serves all users, including those with disabilities. Disabilities aren’t only visual; they can also be auditory, motor, cognitive etc.
Users with disabilities often use screen reading software, like JAWS and COBRA, to read the content aloud, which is why it important to have alternative text for all of your images. Otherwise, the image is invisible to that resident. Learn more about how to make your content accessible.
Yes
Great! Move to the next question.
Already answered “No” to many of these?
Don’t worry if this seems like a lot to work on. The City of Austin Content Team will be training and assisting staff in getting their content ready to transition to alpha.austin.gov.This includes addressing all of these questions and more. Keep going and be on the lookout for Funshops coming to a department near you!
Does your content use headings and bullets to make it scannable?
No
Reading online is a very different experience than reading print. It is important to structure content so it’s easy for users to digest. Put the most important information first, and break text up using headers, bullets, and numbered lists where possible.
Yes
Great! Move to the next question.
Does your content use plain language so that it’s easy to understand and easy to translate into other languages?
No
Complex, lengthy content can be difficult to translate into other languages. Also, it can be expensive to translate all of that content. By using service-oriented language and plain language, you’ll make translations cheaper and easier. Learn more about writing with plain language.
Yes
Great! Move to the next question.
Have you corrected all broken links or misspellings in your content?
No
Click on all hyperlinks and read through all of your content to ensure everything is accurate and working. Broken links frustrate users and misspellings can distract them.
Yes
Great!
You’re done!
If you were able to answer yes to all these questions, congratulations, your content is in great shape. If you’re a City of Austin employee, get with your department’s main point of contact for this project to see how you can make your content even better with the digital services style guide and how you can help your department get prepared for transition.
If you answered no to any of the questions, then you now have an idea about what you need to work on to improve your content and users’ experience with your site. Don’t fret; the Content Team will be there to help you every step of the way.
Pairing great content, design, and technology ensure that we provide the best digital services for residents. See how the City is shaking things up in all of these areas.
