TMP Government: Digital Marketing and Media Solutions

Usability: Putting Context Back Into Best Practices

The new administration is concentrating on taking government to the next level, to what many refer to as Government 2.0. President Obama has stated, "We must use all available technologies and methods to open up the federal government, creating a new level of transparency to change the way business is conducted in Washington, and giving Americans the chance to participate in government deliberations and decision-making in ways that were not possible only a few years ago."

So how does the government open up dialog or show a new level of transparency? It’s through your agency’s website where most users will be looking to participate and interact. Is your site targeted for your audience? Do the users find what they are looking for? Is it intuitive for them to use? These questions boil down to one word: usability. Attractive design and excellent content count for little if your audience cannot achieve their own objectives on the site.

Usability simply measures the efficiency and satisfaction with which your users interact with your site. Think of a time when you found a website difficult to use, how did you feel about the producer? Multiply such negative experiences many fold and you can see the consequences of an unwieldy or confusing site.

So the first step is understanding who your likely users are and how you will serve them. What are their needs and levels of digital sophistication? How will they be using the site? A good site will accommodate all of your relevant audiences, taking into account variables of experience and intentions. How then can you best communicate what you want them to know? In other words, where do your aims and theirs intersect? That kind of mutual benefit lies at the heart of any interaction, virtual or live and must guide the type of usability practices your site will use. This white paper written by Rick Lee, TMP Government’s Creative Director, will give you an overview of the importance of usability and how you can ensure it on your site.

Abstract:

Like the technology it relies on, web design evolves too quickly to adhere to steadfast rules. What’s important is designing for your target audience. That means making a site that’s relevant and easy for them to use. Each audience brings their own context (expectations, familiarity) to every user experience. Designing with usability in mind means pinpointing that context, and using it to market yourself effectively.

To receive a copy of this white paper, visit the TMP Government white paper page.

To learn more about how TMP Government can help your agency with usability issues related to your website, email John Bersentes at John.Bersentes@TMPgovernment.com.