{
    "version" : "https://jsonfeed.org/version/1",
    "content" : "news",
    "type" : "single",
    "title" : "Kids.Gov Reenvisioned |Digital.gov",
    "description": "Kids.Gov Reenvisioned",
    "home_page_url" : "/preview/gsa/digitalgov.gov/bc-archive-content-3/","feed_url" : "/preview/gsa/digitalgov.gov/bc-archive-content-3/2016/05/23/kids-gov-reenvisioned/index.json","item" : [
    {"title" :"Kids.Gov Reenvisioned","summary" : "At USAGov, we always put our customers first. In the wake of our rebranding efforts, our desire to create a positive user experience across the organization has pushed us to turn a scrutinous eye toward Kids.gov; a site focused on providing information and resources to parents, teachers, and kids.","date" : "2016-05-23T10:00:16-04:00","date_modified" : "2025-01-27T19:42:55-05:00","authors" : {"megan-fella" : "Megan Fella"},"topics" : {
        
            "analytics" : "Analytics",
            "content-strategy" : "Content strategy",
            "customer-experience" : "Customer experience",
            "design" : "Design",
            "human-centered-design" : "Human-centered design",
            "product-and-project-management" : "Product and project management",
            "research" : "Research",
            "usability" : "Usability",
            "user-experience" : "User experience"
            },"branch" : "bc-archive-content-3",
      "filename" :"2016-05-23-kids-gov-reenvisioned.md",
      
      "filepath" :"news/2016/05/2016-05-23-kids-gov-reenvisioned.md",
      "filepathURL" :"https://github.com/GSA/digitalgov.gov/blob/bc-archive-content-3/content/news/2016/05/2016-05-23-kids-gov-reenvisioned.md",
      "editpathURL" :"https://github.com/GSA/digitalgov.gov/edit/bc-archive-content-3/content/news/2016/05/2016-05-23-kids-gov-reenvisioned.md","slug" : "kids-gov-reenvisioned","url" : "/preview/gsa/digitalgov.gov/bc-archive-content-3/2016/05/23/kids-gov-reenvisioned/","content" :"\u003cp\u003eAt USAGov, we always put our customers first. In the wake of our rebranding efforts, our desire to create a positive user experience across the organization has pushed us to turn a scrutinous eye toward \u003ca href=\"https://kids.usa.gov/\"\u003eKids.gov\u003c/a\u003e — a site focused on providing information and resources to parents, teachers, and kids. In a cross-organizational effort, individuals from the marketing, user experience, and performance measurement teams have joined forces to “reenvision” the site’s content and presentation to better suit the public’s needs.\u003c/p\u003e\n\u003cdiv class=\"image\"\u003e\n  \u003cimg\n    src=\"https://s3.amazonaws.com/digitalgov/_legacy-img/2016/05/600-x-350-white-bg-Logo_Kids_Old.jpg\"\n    alt=\"The old Kids.gov logo\"/\u003e\u003c/div\u003e\n\n\n\u003cp\u003eIn order to accomplish this objective, we broke the project out into three components:\u003c/p\u003e\n\u003col\u003e\n\u003cli\u003eSite analytics – internal data metrics\u003c/li\u003e\n\u003cli\u003ePrimary research – interviewing our stakeholders\u003c/li\u003e\n\u003cli\u003eSecondary research – competitive analysis/market research\u003c/li\u003e\n\u003c/ol\u003e\n\u003cp\u003eOnce each group has completed its review, the task force will scrutinize the findings and develop actionable recommendations. This could include changing content, layout, the focus/vision of the program, or even eliminating the site.\u003c/p\u003e\n\u003cp\u003eToday we’ll focus on the secondary research team and the steps they’re taking to understand Kids.gov users.\u003c/p\u003e\n\u003ch2 id=\"audience\"\u003eAudience\u003c/h2\u003e\n\u003cp\u003eWe identified 4 major audiences: kids, parents, teachers, and librarians. From there we considered demographic information that could affect the way each group collected and consumed information. For example, age and socioeconomic status were factors that commonly had an impact.\u003c/p\u003e\n\u003cblockquote\u003e\n\u003cp\u003e\u003cem\u003eTeachers under age 35 are more likely than teachers age 55 and older to describe themselves as “very confident” when it comes to using new digital technologies (64% vs. 44%)\u003c/em\u003e – \u003ca href=\"http://www.pewinternet.org/2013/02/28/how-teachers-are-using-technology-at-home-and-in-their-classrooms/\"\u003ePew Research Center\u003c/a\u003e\u003c/p\u003e\n\u003cp\u003e\u003cem\u003eParents living in households with an annual income of less than $50,000 are somewhat more likely to come across useful parenting advice with greater frequency –10% do so “frequently” compared with 4% of higher-income parents on social media.\u003c/em\u003e – \u003ca href=\"http://www.pewinternet.org/2015/07/16/seeking-parenting-advice-on-social-media/\"\u003ePew Research Center\u003c/a\u003e\u003c/p\u003e\n\u003c/blockquote\u003e\n\u003cp\u003eWe used research from this phase of our analysis to inform our understanding of stakeholder needs and expectations.\u003c/p\u003e\n\u003ch2 id=\"customer-needs\"\u003eCustomer Needs\u003c/h2\u003e\n\u003cp\u003eWith a new knowledge of who our customers are, the secondary research team focused in on identifying customer needs, expectations, and their habits relating to certain products and services. From there, we then broadened our scope to evaluate how we compare among top commercial and government competitors. Using tools like Google page rankings and SEMrush (a competitive intelligence suite for online marketing), we were able to gain a clearer picture. For example, information on school grants and funding, a common teacher request, is addressed by a number of other government sites, including \u003ca href=\"http://www.ed.gov/\"\u003eed.gov\u003c/a\u003e and \u003ca href=\"http://www.grants.gov/\"\u003egrants.gov\u003c/a\u003e. At the same time Kids.gov failed to register in the top 250 Google results for keywords searches pertaining to this stakeholder need.\u003c/p\u003e\n\u003ch2 id=\"moving-forward\"\u003eMoving Forward\u003c/h2\u003e\n\u003cp\u003eAs we enter the final stage of research prior to developing a report for USAGov directors, we will perform a Strengths, Weaknesses, Opportunities, and Threats (SWOT) analysis. Doing so will help inform questions like:\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003eAre there functional areas we should eliminate?\u003c/li\u003e\n\u003cli\u003eIs there content we should give more attention to?\u003c/li\u003e\n\u003cli\u003eWhere do we add value?\u003c/li\u003e\n\u003cli\u003eWhat are our niches?\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eIn order to serve a dynamic nation, we must be a dynamic content provider.\u003c/p\u003e\n\u003cp\u003e\u003cem\u003eStay tuned for more details on the Kids.gov reenvisioning project.\u003c/em\u003e\u003c/p\u003e\n\u003cp\u003e\u003cem\u003eThis post was originally published on the \u003ca href=\"https://blog.usa.gov/\"\u003eUSA.gov blog\u003c/a\u003e by Megan Fella, a detailee from the Emerging Leaders Program.\u003c/em\u003e\u003c/p\u003e\n"}
  ]
}