If Whitehall gets its way, local government and the public sector
will soon be boasting a slick and efficient online presence. But
how do the current Web offerings measure up? Liz Warren asked some
experts to review a selection of sites
Is the Government really practising what it preaches? As Lucian
Hudson takes up post as the first government director of
e-communications - dubbed the Whitehall Webmaster - we asked three
commercial Web design and development companies to look at the
current state of some government Web sites.
One general criticism levelled at all the sites surveyed is
their lack of customer focus. "Collectively, they make assumptions
that people coming onto the sites are feeling in a positive frame
of mind, ready to absorb copious amounts of information, and that
they have time to do so," says Nick Birch, creative director at new
media design agency White Space Interactive.
"A good site should be designed, written and constructed in line
with customer needs and in the same way as for any other marketing
medium.
"Most government sites are too product-led and too concerned
with what the Government is up to, rather than taking the
information and translating it into interesting, useful,
value-added content for us as students, business entrepreneurs or
consumers."
Prime Minister's Office (www.number-10.gov.uk)
Visual design
Bryant points out this site has benefited from a redesign
following its launch, when many users found the original too
difficult to navigate. "It now looks clean, relatively modern, but
still carries off a necessary air of gravitas," he thinks.
Birch agrees that "the overall visual approach is strong. It
manages to fuse the tradition and history associated with Number 10
with a contemporary feel for the Web which gels nicely."
However, Birch suggests the layout of the home page does nothing
to entice visitors into the site."It makes it difficult to see
what's included at a glance and demands time and attention, a
sure-fire way to create a high volume of click-offs," he claims.
Colebourne and Bryant are both impressed that a text-only version
of the site is available. "It's a useful touch for hard-core
researchers or users with poor connections, such as modems," says
Colebourne.
Structure
Navigation and structure are both felt to be fairly
straightforward and mostly self-explanatory, although Colebourne
points out the secondary navigation - tour, news, links and sitemap
- is swamped by the overwhelming size of the "10 Downing Street"
graphic and disappears altogether on other pages.
Birch finds the search feature quick and fairly comprehensive.
"It took me to the page I wanted without having to go through
endless sub-menus," he points out. However, Colebourne finds the
search engine disappointing, providing no positive results on a
search for 'Webmaster General'. "But at least, it is accompanied
with brief instructions on how to use it," he says.
Content
"The demand for content about or from Number 10 is questionable,
given the site is primarily a propaganda vehicle for the Prime
Minister, rather than a public service," Bryant comments, "but I
think the site strikes the right balance, with videos of Prime
Ministerial speeches and debates, a magazine about government
initiatives and content for schoolchildren about the Prime
Minister's office, as well as the usual news, policy papers and so
on."
Birch thinks pages could benefit from a short summary at the
beginning to allow visitors to scan content quickly, especially in
the magazine section.
score: 7/10
Our reviewers were:
- Nick Birch, creative director at White Space Interactive
(www.white-space.co.uk), one of the North's leading new media
creative design agencies.
- Lee Bryant, chief operating officer at TMG Hypermedia
(www.tmg.co.uk), an Internet consulting firm which specialises in
developing online knowledge communities. It recently won the
Revolution award for best use of new media for customer
service.
- Guy Colebourne, client director for Life01 (www.life01.com), a
new media consultancy providing strategic, creative and technology
to e-businesses, specialising in content management
systems.
E-envoy's Office (www.e-envoy.gov.uk)
Visual design
Bland and uninspiring is the verdict - and very disappointing,
given the role the e-envoy is supposed to play in promoting the
e-economy.
"This site would not inspire professionals involved in
e-business. It looks as though the Government doesn't take the
subject seriously and is out of touch," says Birch.
There is little consistency between different sections, so it's
not clear they belong to the same site. "A mishmash of legacy pages
tied together by a gauche front page," Bryant concludes.
Structure
"There is no central navigation - just sporadic, fragmented
hyperlinks," Colebourne points out.
Birch agrees. "It doesn't have a formal structure and is made of
many different pages, all formatted differently. You're never sure
if you're still in the same site, or if you've jumped to another
one," he says. "There are also no search capabilities."
At the same time, Bryant points out, no real distinction is made
between different types of content. "All words start to flow into
one another after navigating the site for a few minutes," he
finds.
"The e-envoy should be championing the interests of UK
e-business. But with a site like this, few e-business professionals
will feel the e-envoy represents their sector."
Content
Limited content, lacking substance relevant to anyone interested
in e-issues. "It submerges in too much jargon and focuses too much
on themselves, who they are and which ministers are involved," says
Birch. "Yet another example of failing to 'connect' with or provide
value for the visitor."
Score: a disappointing 3/10
Cabinet Office (www.cabinet-office.gov.uk)
Visual design
Bryant points out that this site "uses a very simple design,
obeying basic rules of accessibility and usability - but
communicating complex information in a simple list format does
nothing to enable users to relate to it."
Colebourne feels little thought was given to portraying the
essence of the Cabinet Office and what it stands for. "The site
looks low-budget. Overall, it is bland, making it hard to target
areas of interest," he suggests.
Birch agrees: "The home page does nothing to entice me to delve
further. It demands time and attention to decipher what information
is available, and overall it is uninspiring. Yellow is a difficult
colour to read online. It feels out of character with the Cabinet
Office and the official language the site uses," he says.
Structure
The structure is universally condemned. For Bryant, this site
exemplifies "internally run government sites,designed around needs
of the department rather than needs of the user. This site has to
ensure government functions remain distant and mysterious to most
of us."
Colebourne points out that because the main menu - which is, in
effect, a toolbar - occupies half the screen on the home page,
users are forced to return to the home page before navigating to
the next section. Also, the search function is unavailable when the
site is reviewed. "The site index goes some way to help navigate
specific content, but is limited," says Colebourne.
Content
There is lots of content, but it is hard to get at. "The site is
okay if you're after specific information, but doesn't give a good
representation of the overall function of the Cabinet Office. The
information would also benefit from being organised into more
easily digestible formats," says Birch. "Really, it's a lazy site,
demonstrating total disregard for its visitors: it's not for
thenon-political animal, school child or consumer. It makes little
effort to 'connect' with its non-political visitors."
score: 3/10
Department of Trade & Industry (www.dti.gov.uk)
Visual design
Our panel finds the layout of the DTI's site to be clear and
simple - if not terribly exciting - and easy to navigate and
understand. "It looks like a corporate Web site, which gives a
reassuring feel," thinks Birch.
Structure
Colebourne finds the sections "well categorised and intuitive"
and the quick links on the left hand tool bar to be a useful
feature. But he feels it is let down by its poor search engine.
By contrast, Birch feels the search capabilities are "quite good
and comprehensive". But he adds that it could be hard to find
information because the text is clumped into large paragraphs
making it difficult to read.
Content
Content is fairly comprehensive, although broad rather than
deep.
Bryant likes the way it is "sensibly fenced off into different
areas for a variety of users, making it a useful resource in some
cases."
However, Birch feels the content is rather impersonal. "There
was nothing on the home page - such as newsworthy items - to pull
me through," he says.
Score: 6/10
Department of Environment, Transport and the Regions>
(www.detr.gov.uk)
Visual design
Our reviewers struggle to find anything positive to say about
this site. "This site makes poor use of design. Lots of disparate
pages are linked by an image map on the home page," explains
Birch.
Colebourne agrees: "Poor layout makes the home page an eyesore
and nightmare to follow. The menu occupies the entire home page,
wasting space and time when navigating. Once the user is three
levels down, all identity is lost."
Structure
"If you know the structure of the DETR already, this may make
sense, otherwise forget it," warns Bryant. "A classic example of
designing the structure of a site according to the mindset of its
creators rather than needs of its users."
The basic problem, as Birch points out, is "the site contains no
formal navigation system, making it easy to become lost and
confused. To launch a site without even a basic navigational
structure is lazy and amateurish".
Colebourne adds that to navigate from one section to another,
you have to keep returning to the home page.
On the plus side, Birch finds the search function works well,
although he isn't always sure if the search results are taking him
to another site. "I did feel lost much of the time," he admits.
Content
The site does contain a lot of valuable content, if you can be
bothered to find it, and it's easy to read. However, Bryant feels
the content is "devalued by lack of structure and context".
Birch confirms, "It's not presented in a sufficiently digestible
format for most visitors. As with all other government sites, it
demands time and attention. We would imagine it has a high early
click-off percentage as a result."
Score: 3/10
UK Online (www.ukonline.gov.uk)
Visual design
Bryant feels the design is poor and outdated. "It certainly
doesn't reflect the site's aim of allowing us to feel part of a
progressive online initiative," he says. Colebourne is more
impressed. "This site has a more structured approach, with good use
of font size and layout and nice imagery based around people,
although these images lack clear statements to accompany and
enhance them," he says. "It obviously wants to be 'touchy-feely'
and personal, but doesn't quite make it." He adds there is also
work to be done in terms of branding, especially if the site is not
to be confused with ISP UK Online (www.ukonline.co.uk). "A logo, a
font, some pictures and colour palette go some way to forming an
identity, but not a brand," he points out. "Where are the tangible
and intangible assets: the real messages with which people can
relate and participate?"
Structure
Bryant finds the structure confusing, especially given there is
no clear way back to the main site from some linked sub-sites. "It
could benefit from being organised thematically or by user," he
suggests. "It claims to be for everybody, which is why it is
probably suitable for nobody."
Content
Bryant feels the content is limited and badly organised and that
it would benefit from more integration with external
non-governmental sources and sites. Colebourne feels there is
useful content, but points out this is definitely not, as
advertised elsewhere on government sites, a "portal".
Score: 2/10
National Grid for Learning (www.ngfl.gov.uk)
Visual design
The NGfL pages are simple, clear and easy to understand at a
glance. However, Bryant points out "because these pages link to a
plethora of unconnected information silos run by different quangos
and non-governmental bodies, when users leave the NGfL portal, they
get the impression they are on their own, entering a wilderness of
poor design, educational jargon and partially implemented
initiatives.
"One of the main contributions an initiative as large as the
NGfL could make to this sector is to force some data and
presentation standards, to make it easier for users to find what
they need. As it stands now, this site is a glorified system of
links."
Structure
"This site is easy to navigate, with consistent menu bars," says
Birch, although he is critical of the hyperlinked text, which
doesn't indicate when you will be taken to a different site.
The site does include a unified search system, covering a range
of related sites, but Bryant points out the search engine tends to
return thousands rather than tens of useful results, because it
doesn't help users specify what information they're looking for
within a particular subject area.
"Another function the NGfL could usefully perform would be
championing use of XML standards for the mark-up of data on
learning-related Web sites, to enable more specific searching of
resources," he suggests.
Content
A wide range of content is provided, although through links to
other sites. Birch is particularly impressed by the good discussion
area for teachers.
However, Bryant feels the site fails to reflect the recent
revolution in online learning, personal development and competency
development, which allows people to learn what they want, when they
want, how they want.
"Rather than performing crude database searches against broad
terms like 'IT' and returning hundreds of offline courses, users
should base searches on competencies they have or want to achieve
and their personal and career development goals," he argues.
"There are also few collaborative aspects to the NGfL approach,
even though online learning communities are a key tool in
developing self-managed learning for all users. People learn from
people, but if the NGfL site is anything to go by, then
government-sponsored learning initiatives can be lonely and
unwelcoming. Also, the system is focussed on standard courses
rather than modular learning approaches and does not take into
account peoples' different learning styles, only modes of access
such as online or offline.
"Finally, some learning management system, which would enable
users to track learning and build a portfolio of learning projects,
would give people a reason to come back to the NGfL site, rather
than following a link and getting lost."
Score: 7/10