Young People’s Franchise

1. Young People’s Franchise Proposition and Strategy Cristian Bustamante - January 2006

2. Overview Background Research, Findings Where we are Initial release, Initial review, Latest initiatives Where we aim to be The vision, The personality, The strategic approach To make this happen Customer journey, User Generated Content, Rich media

3. Background • - Research • Findings

4. Research A scoping exercise was carried out with 500 young people to identify: • The priorities of young people • The information and services they expect to find (and what’s important) on a site for them • What young people expect to see and be happy to use on a “government” site (Sherbert Research Ltd - March 2005)

5. Assessed services • Directgov • Mostly government • Mostly non-government • Non-government High Interactive game on safety Application for EMA, JSA, Student Loans Post schools qualifications Driving Test Application and Mock Test Healthy Eating Diagnostic Tool Law: Stop & Search Game, Prison Tour Addictions: Interactive Counselling School/Colleges Course & Provider Database Understanding Taxes Applying for Citizens Card/ Proof of Age Complexity CV Wizard Budget Planner Searchable careers database Passport Application Bullying: interactive questionnaire Exam question generator/past papers House Cost Calculator and Council House Points Calculator Sports/ Leisure Booking Law: Interactive Counselling Homelessness Information Careers Diagnostic Tool Volunteering database Searchable job list Searchable part time-job list Personal relationships: Interactive Counselling Low Travel timetable and concessions advisor 0 20 40 60 80 Popularity (%)

6. Findings… What’s important on a site for them: • Information on topics they’re interested in • Material specifically tailored for them • Facts to allow them to make up their own minds • A trustworthy and expert source of information • A balanced picture – they perceive government as ‘non-neutral’ • As few words as possible • Colour and imagery • Things to do – interactivity

7. Findings contd… What would they expect to find, and be happy to use, on a government site: • The law and rights • Money and taxes • Benefits (EMAs, student loans) • Applying for official documents (passport, driving licence, citizens card, proof of age card)

8. Where we are • Initial release • Initial review • Latest initiatives

9. Initial release The YPF launched on Directgov May 2005 • A content-thin gateway • Deep-links to other areas that young people may find relevant and interesting • An overview of how to use the wider site • Pilot scheme - offer a consultancy service to other Franchises to improve their sections for young people

10. Initial review In the first 6 months of the YPF • Directgov averaging 450,000 weekly visits • YPF currently sits 2nd from bottom of the traffic league table, approx 2,500 weekly visits • Audience/topic debate impeded growth • Not delivering for our audience

11. Latest initiatives YPF/Dg meetings resulted in a revised publishing agreement; first major release - Dec 05 • New section – Money, Taxes and Benefits • New section – Crime and Justice • New Section – Health and RelationshipsRelease 1.11 (Feb 2006) • New Section – MotoringRelease 1.12 (March 2006) • Assisting DPAC to deliver their key messages • Delivered the i-mode pilot scheme • User Centred Design testing for brand personality

12. Where we want to be -The vision -The personality -The strategic approach

13. Context • Young People are: • More informed than ever about racism, health politics, fair trade etc. • Ready willing and able to contribute to the debate around issues that concern them • Young People have: • The right to speak and be heard by government • The right to interact, engage & influence the present as well as the future

14. The vision • Directgov’s Young People’s Franchise is the place for 11-19 yr to turn for the widest range of government information and services. Our audience should be able to access the information and services they require wherever and whenever they wish, in an engaging language and medium all audiences will identify with. • Directgov will support interest in Government and build trust with young people. We understand this will require a dialogue with users and active support to build a community of interest.

15. The personality Directgov/Young People for the ‘lean-forward’ generation • Building trust with government through peers • Cater for the diverse set of needs of YP • Allow the feeling of control and ownership • Opportunity to voice with suitable moderation • Familiarise - those who are keen • Engage - the hard to reach

16. The strategic approach • Attract young people with an innovative and more fun approach to public sector services • Integrate within overall Directgov brand look and feel but engage young people with specific YP design led approach • Introduce series of interactive applications specifically to address YP audience • Content to provide both specific user content for young people and link to relevant YPF content across the site • Initially develop new applications off platform with plan to integrate into Club at a later date

17. To make this happen -Customer journey example -User Generated Content -Rich media

18. Context • Portal architecture • User Generated Content will be stored in database • Content can be submitted by a variety of channels • Create your own page, a search function to make site interactive and give more control on UGC • Debatable topics for triggering responses • Presentation layer to control display/channels • Promotion and marketing of Directgov • Needs sustained marketing • Interacting with YP franchise then completing a standard application

19. Customer journey

20. Article design Directgov: Article design

21. Directgov: Submit comment / rich media form

22. Mobile designs Directgov: mobile design

23. Objects video | web | text Objects within database

24. Directgov: Search to build your own page

25. Directgov: User generated results – click to view

26. Directgov: Video

28. Rich media - Fruit Machine A classic interface mimics the actions of a traditional fruit machine with three rotating wheels. • Let the player experience risks and benefits of saving • Players may save winnings which earn ‘interest’ or, • spend/gamble immediately and risk losing all. • A player inputs a credit amount that is used to play the machine. • Wins and losses are reflected in the amount of credit left • Falling into minus credits is penalised.

29. Concept #1 – Fruit machine Fruit machine - bank your winnings or save

30. Rich media - Urban survival A series of informational animations depicting common scenarios and how to deal with them – such a street attack, approach by strangers, first aid etc, terrorism etc. A user can play through a scenario to learn what actions to take, or when such an event occurs. • Example – in the event of fire…

31. Concept #3 - Urban survival Urban survival – a series of animated information graphics

32. Rich media - Budget Tracker A player inputs daily expenditure into a calendar grid. • Predictions for the future are calculated on the input, which then determines whether they have a spendthrift or frugal attitude to money. • The logic behind the game makes long-term forecasts, based on the current rate of expenditure, of a player’s financial state at retirement. • A ‘character’ is the personification of the ups and downs of the budgeting teenager. This character lives it up when flush with cash, spending freely on trainers, clothes, and socialising, or, if they’ve over spent the character misses rent and pensions payments!

33. Concept #5 – Budget tracker Budget tracker – users would be encouraged to input spending on the move