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We help New Zealanders to help themselves to be safe, strong and independentKo ta mātou he whakamana tangata kia tū haumaru, kia tū kaha, kia tū motuhake
Improving the user experience with content
Alison JackSenior Advisor, Online ServicesService Delivery, MSD
I’m sorry I wrote you such a long letter. I didn’t have time to write you a short one.
—Blaise Pascal
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Traffic to the Work and Income website, by device
Mobile TrafficTablet trafficDesktop
Content design
Plain English +
Look and feel
Easy to scan
User centric
Optimised for search
Metadata
Evaluate
Changes I made
• Page scope• Removed duplication• Removed video• User focussed content• Optimised for search
Page Old New
Words 988 650Sentences per paragraph 2.2 1.3Words per sentence 16.3 14Flesch reading ease 59.3 71.8Flesh-Kincaid grade level 9.0 6.7
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Online forms received
Working ageSeniors
Page Old New
Words 1,241 570Sentences per paragraph 1.7 1.3Words per sentence
16.8 13.26Flesch reading ease
60.3 75.9Flesh-Kincaid grade level 9.0 5.9
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Summary
• Simple is hard• Start small• Build for Search• Use data• Testing
• It’s all for our users
