On Tuesday 22 September we transitioned the new nottinghamshire.gov.uk website from beta to live, making it the official online channel of Nottinghamshire County Council.
This followed around 100 days in the public beta phase where we built, tested and refined content and website structure. It was a really useful process to go through and meant that we’d tackled a lot of issues and questions – both big and small – before making it the official website and redirecting our customers to it.
But in truth this is where some really interesting work begins. Now our customers are arriving at the new website from search engines (and other starting points) we can see, with significant volume, how they are using the website and begin to understand more about how we can continue to make things better for them. We’re excited to move more services online through the website, improve more customer journeys (with end-to-end process design) and test the details of the design and content with some multi-variant and further usability testing.
Moving to live wasn’t done with a perfect site, but with a site where more content was improved than not. It was done in a way where we tried to cause minimum disruption to our customers but rather provide a smooth transition from our old site to the new. And it was done at point where we’d learnt a lot from beta testing and iterating but in many areas would get real value from seeing real customers carrying out genuine transactions.
There is a still a lot to deliver on the website and through Digital First (we’re still working on our social media, mircrosite and intranet workstreams too) but having moved between phases it is a good time to reflect a little on what we learnt over the summer.
Going into beta early is good
There’s a balance to be found on when to go into a public beta but we found that having some, not all, of our content in place and having the beta running parallel to the existing website worked for us. We were able to continue with our development while gathering feedback, we were able to drive traffic to it when we needed more information about work we were doing and it really helped with having conversations with services and customers as we were able to show, rather than tell them about, the thing we were building.
Doing the hard work to make things simple
There have been some problems that have challenged the delivery team but were vital to tackle, problems that are perennial across digital delivery in local government. From the information architecture to legacy systems, as a project and as a Council we weren’t satisfied with recognising these as complicated but rather wanted to really grasp them and try to find the solution. This is hard work by the team in order to make things simple for our customers. We’ve made progress but we’ve a long way to go.
Leave no link behind
We did a huge amount of work to put in place redirects so that the transition between beta and live was as seamless as possible for our customers. Did this work perfectly? No. Did it work perfectly in the majority of cases? Yes. We can count on one hand the number of pages which 404’d accidentally rather than on purpose. Despite reducing our site by around 20,000 pages we tried to make sure that each old page pointed at something relevant wherever possible. We think this will pay off with Google but more importantly we hope it will pay off with our customers too.
The team is important
Building an in-house team has been important to delivering at this speed and scale. Being able to mobilise the right mix of skills, knowledge and experience as well as having hands-on control of our technology has made a huge difference to our ability to deliver. It’s also given the benefit of supporting the culture change in the organisation, enthusing services about the possibilities of digital and sharing skills to improve the digital capabilities across the workforce.
Keep kicking at the walls
Customer needs first; functional design can be beautiful; content is important; the whole customer journey in all its wibbly-wobblyness between channels is vital to understand and deliver for. These are some of the truths we’ve stuck to in the delivery of Digital First so far and form the foundation for the project moving forward. The way it has always been done in the past doesn’t have to be the road map for our future.
Live is just the starting line
For many web projects putting a site live is an end point and despite best efforts the site depreciates in value from there as development slows or stops and governance (often) is too flimsy for the content it manages. That’s the old way, the usual way but it isn’t ours.
Now we have real people using our site for real transactions we’re prioritising the small iterations that will make that easier for them, the things that could be presented better. We’re also getting to work on development sprints for areas of content or functionality we want to push further.
Moving to live is a big step, but it’s just another in a longer journey.
Posted by Sarah Lay, Senior Digital Officer (Digital Team Leader)
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