Criterion 3 – Measure the success of your digital service
Suggested activities to apply this criterion
Understand what success looks like for the digital service
Understanding cohorts: Overlaying demographic data, such as location or socio-economic data, may help agencies to understand the outcomes of different cohorts and their interactions with digital services. If a cohort has a low success rate in completing transactions online, it may signal the need for digital service improvements.
Identify the most appropriate measure to monitor the success of the digital service
Compare performance to non-digital channels: While a user’s whole activity may involve multiple channels, including non-digital channels, in meeting Criterion 3, it is important that agencies measure the digital component(s) of the activity separately from the non-digital channels. For example, if an end-to-end service requires multiple digital transactions and an in-person assessment prior to the service being delivered, each digital component should be measured separately.
Regularly measure and monitor the effectiveness of the digital service and act to improve outcomes
Understand the touch points of a user’s digital journey: Capture data along the user’s digital journey. Map out the user flow and capture data from the start to the end of their journey, marked by the successful completion of their transaction. This data will help you recognise potential hurdles and drop-off points, to optimise how users complete their transactions online.
Enhancing the overall experience: Many government services have both digital and non-digital channels, designed to work together. Consider assessing the user’s journey across different channels to help understand user behaviour and identify ways to enhance the digital experience, aiming to make the whole service smoother.