United States Department of Agriculture (USDA) eGovernment Program

#########  {#section .unnumbered}

######### FSIS Visioning Session Report {#fsis-visioning-session-report .unnumbered}

*September 2003*

![](media/image1.jpeg){width="1.75in" height="1.2666666666666666in"}

**Table of Contents**

[Revision History 3](#revision-history)

[Previous Change History 3](#previous-change-history)

[1 Introduction 4](#introduction)

[2 FSIS Opportunities and Challenges 5](#__RefHeading___Toc53467016)

[2.1 Supporting the FSIS Mission and Vision
5](#supporting-the-fsis-mission-and-vision)

[2.2 Key Agency Challenges 6](#__RefHeading___Toc53467018)

[2.3 Existing Opportunities and eGovernment Solutions
6](#existing-opportunities-and-egovernment-solutions)

[2.4 Streamlined Operations 6](#streamlined-operations)

[3 FSIS Web Site User Groups 8](#fsis-web-site-user-groups)

[3.1 Target Audiences 8](#target-audiences)

[3.2 Meeting and Exceeding Customer Expectations
12](#meeting-and-exceeding-customer-expectations)

[3.3 Working Collaboratively 12](#working-collaboratively)

[3.4 Transacting Efficiently 13](#__RefHeading___Toc53467025)

[4 Web Site Specifics 14](#web-site-specifics)

[4.1 Expectations for the Re-Design 14](#expectations-for-the-re-design)

[4.2 Design Elements 15](#design-elements)

[4.3 Best Practice Examples 15](#best-practice-examples)

[4.4 Preferred Web Sites 16](#preferred-web-sites)

[4.5 Forward Thinking 17](#forward-thinking)

[5 Summary and Next Steps 18](#summary-and-next-steps)

# Revision History {#revision-history .unnumbered}

## Previous Change History {#previous-change-history .unnumbered}

Table a -- Previous Change History

  --------------------------- ------------------------ -------------------------- -----------------------------
  **[Version]{.smallcaps}**   **[Date]{.smallcaps}**   **[Author]{.smallcaps}**   **[Comment]{.smallcaps}**

  0.0                         09/02/2003               Jennifer Murphy            Initial Template

  1.0                         09/02/2003               Cristin Witcher            Document Draft

  1.1                         09/05/2003               Jennifer Murphy            Document Updates

  1.2                         09/09/2003               Cristin Witcher            Document Updates

  1.3                         09/11/2003               Cristin Witcher            Update with Participant
                                                                                  Comments

                                                                                  

                                                                                  

                                                                                  

                                                                                  

                                                                                  

                                                                                  

                                                                                  

                                                                                  

                                                                                  
  --------------------------- ------------------------ -------------------------- -----------------------------

# Introduction

The successful re-design of the FSIS Web site mandates not only a
thorough design phase, but also a clear understanding of constituents'
online needs, through close coordination with involved and knowledgeable
members of agency staff. Therefore, to begin the re-design effort, a
group of key FSIS employees was gathered to participate in a series of
Visioning Sessions.

The focus of these meetings was to motivate creative conversation about
Web design elements, the organization of site content, the definition of
FSIS online audiences, and the ways in which these user groups could be
better served through the Web and other eGovernment technologies.
Meeting participants were managers, supervisors, and staff selected from
various skill sets, and program areas to share their ideas for the
re-design. The rosters of each meeting represented an equal mix of
position and business function in an attempt to drive the diversity of
discussion. Each of the three visioning sessions began with an
introduction from Bryce Quick, Assistant Administrator for the Office of
Public Affairs, Education and Outreach, and then broke into smaller
brainstorming groups for the remainder of the 2 hour meeting time.

From the visioning sessions the eGovernment team was able to generate a
long list of ideas, expectations, opportunities, and perceived agency
challenges. This information was organized, structured, and documented
below. The resulting report will drive the design phase---specifically
the creation of the audience analysis document, the definition of the
re-designed information architecture, and the development of the user
interface design. The report can also be used as input to other
eGovernment projects within FSIS.

During the visioning sessions users were asked to give their thoughts
around three main discussion areas. A list of questions was provided for
each of these three topics to initiate focused conversation. The
discussion areas, questions, and related feedback are outlined in the
body of this report. Discussion areas and related results center around
the following:

-   **FSIS Opportunities and Challenges\
    **The intent of this conversation was to discover the areas where
    FSIS user groups are currently underserved. By understanding
    existing needs, potential eGovernment solutions can be identified
    and applied during this, and future phases of the re-design effort.

-   **FSIS Web Site User Groups**\
    In order to improve Web site usability, the re-design effort will
    organize FSIS content according to user intentions, as opposed to
    agency program areas. This segment of the visioning session was
    designed to define FSIS user groups and their related needs.

-   **Web Site Specifics**\
    One of the most visible aspects of Web site re-design projects is
    the updated user interface. The conversation about Web site
    specifics was intended to help discover ideas and expectations for
    the new look and feel of page design elements.

[]{#__RefHeading___Toc53467016 .anchor}FSIS Opportunities and Challenges

To ensure the strength of the re-design, and minimize significant
additions and rework once the site is launched, it is necessary to
anticipate users' online needs. The re-designed site should address
existing gaps in agency information and services. This session helped
identify those gaps, and any other areas where user groups are currently
underserved. We located agency challenges and brainstormed potential
solutions. We highlighted eGovernment opportunities that will transform
the agency's relationships with its user base. We discussed technologies
that will put the agency on par with private sector industries' service
and convenience standards. We identified ways in which technology
solutions could further the agency mission, vision, and defined
priorities.

## Supporting the FSIS Mission and Vision

Dr. Murano and Dr. McKee recently challenged FSIS to focus on the
following five agency priorities:

-   Improve the effectiveness of regulatory programs

-   Ensure that policy decisions are based on science

-   Improve coordination of food safety activities with other public
    health agencies

-   Enhance public education efforts

-   Protect the food supply against intentional contamination

During the brainstorming session we discussed ways in which eGovernment
technologies could further progress in meeting these goals.

The first suggestion speaks directly to a known agency need. FSIS
inspectors and field office staff often suffer from little or no
Internet access. This lack in connectivity creates a gap in
communication between the employees in the field and those in the
Washington, DC offices. To help increase the effectiveness of field
office and regulatory programs, these inspectors must be able to better
communicate with industry partners, coworkers, and HQ staff. Hand held
devices could potentially be helpful for inspectors in taking notes and
completing forms electronically as they move through plants. These
devices could also provide fingertip access to online resources.

FSIS could also illustrate commitment to the administration's priorities
by increasing the agency's online education focus. If education content
were created specifically for the Web, this information may be more
appealing and accessible to the public. Online education could include
multimedia and multilingual elements. In addition to educating the
public, FSIS could provide online training for agency employees.
eLearning programs are an effective way of consistently training
resources on an as needed basis. Training information could also be
shared across all Federal public health agencies encouraging
collaboration and knowledge sharing.

[]{#__RefHeading___Toc53467018 .anchor}Key Agency Challenges

In addition to supporting the FSIS mission and vision, eGovernment
technologies can potentially ease existing agency challenges. For
example, currently the public is relatively unaware of the differences
between FSIS, USDA, and other public health agencies. The re-designed
Web site will prove to be an opportunity for FSIS to market and
differentiate itself from other agencies in the public health arena.
Also, as one of the first USDA agencies to attempt a re-design of this
scope, FSIS will experience renewed excitement about the agency, its
functions, and its eGovernment work.

The agency is also experiencing challenges in recruiting, and
maintaining excellent, qualified staff. This issue could be addressed
during site re-design. FSIS could provide a visible link to a jobs
section from the front page. All open employment opportunities could be
categorized, displayed and conveniently described for job seekers.
Additionally, FSIS could allow applicants to create resumes, submit
applications and manage their job search online.

One last challenge that emerged from the visioning sessions is the need
for effective inter-agency communication. Because inspectors have no
online access in some cases and some employees reportedly do not have
assigned email accounts, important information is not effectively
distributed. This disconnect between employees is causing low morale.
Some employees do not receive the information they need to do their jobs
well. Again, eGovernment solutions could help resolve these challenges.
Online communication is a strong way to share knowledge and information.
The employee section of the re-designed Web site could display relevant
information allowing employees to more effectively complete their
responsibilities.

## Existing Opportunities and eGovernment Solutions

One of the main strengths of eGovernment work is the ability to modify
and reuse solutions. If a tool is created to allow users to complete and
submit online forms to the Department, that same technology can be
modified and reused at the agency level. The following opportunities,
currently or soon to be in progress at USDA, were suggested for FSIS
utilization:

-   Survey Capabilities

-   eLearning

-   eForms

-   eCommerce

-   

-   Content Management Systems

-   GPEA Compliance

-   Advanced Search Engines

-   Hand Held Wireless Solutions

-   Collaborative Tools

-   Digital Signatures

-   RSS Feeds

## Streamlined Operations

While the majority of eGovernment initiatives implemented within the
Department involve the introduction of new technologies, there are also
areas where existing technologies and processes will prove more
profitable for the organization if simply modified or streamlined. For
example visioning session participants suggested that the installation
of a content management tool would provide a faster, more efficient way
to post Web content, and minimize duplication of efforts in page
maintenance and creation. Also, a workflow process could be defined
around the scanning and saving of agency documents. Traditional
paperwork could be marked for electronic storage, search, and retrieval.

Agency processes should be continually reviewed for areas where
eGovernment solutions could increase efficiency.

# FSIS Web Site User Groups

Two of the main tenants of eGovernment work are to enhance user focus,
and unify and simplify the delivery of information, programs, and
services. One way these goals can be realized in the FSIS Web site
re-design project is to organize content according to user groups rather
than around traditional program areas. When users access the re-designed
site they will navigate through pages based on their intentions and
needs. Hopefully a more intuitive organizational structure will drive up
users' ability to locate desired information quickly and effectively.

This breakout session identified the main FSIS online user groups. We
captured users' intentions, online needs, and most frequently visited
FSIS pages. This information will be input to the information
architecture design, and the way user groups are segmented and served on
the site.

## Target Audiences

### Employees

Employees comprise one of the largest FSIS online user groups. They
visit the current web site to find information that pertains to their
daily responsibilities within the agency. These users are interested in
classes, activities, training sessions, and training materials. They
desire information about their careers, compensation, incentive awards,
and quality of work life. Some of this content will not be included on
the public site but will sit behind the firewall on the employee
intranet. Additional online interests include:

-   Speeches

-   Directives

-   Regulations

-   Notices

-   Strategic Plan

-   Public Meetings and Events

-   HACCP

-   SSOP

-   Agency Initiatives

-   GAO Audits

-   Backgrounders and Fact Sheets

-   Extension Map

-   Workplace Violence Prevention Information

###  {#section-1 .unnumbered}

### Scientists/Researchers

Scientists are most interested in procedural information including new
policies, technologies and processes. This user group also seeks
information on:

-   Compliance Issues

-   Food Safety Education

-   Links to Other Scientific and Public Health Agencies

###  {#section-2 .unnumbered}

### Industry and Consumer Groups

Consumer groups are concerned with ensuring the safety of the nation's
meat, poultry, and egg products. This group tends to be educated and
passionate about their interactions with the agency. Their interests
need to be well represented on the re-designed Web site. Some industry
and consumer group interests include:

-   Regulations

-   Directives

-   Recalls

-   Press Releases

-   FOIA

-   Speeches and Meetings

-   Policy Processes

-   Codex Information

-   Current Plants and Necessary Licenses

-   Newsletters

-   Agency Initiatives

###  {#section-3 .unnumbered}

### General Consumer

Consumers are another major user group that must be considered in the
re-design process. This group needs to be educated about the existence
and responsibilities of the agency. They will be accessing the site most
often for food safety education information. However, this user group
may also come to the FSIS Web site with a health or foodborne illness
question. In this instance the agency must project a serious image and
display concern for public health. Other consumer interests include:

-   Recalls

-   Hot Topics

-   FSIS Mission Area

-   Food Handling Information

-   Program Area Descriptions

-   Agency Contact Information

-   Hotline Information

-   USDA Food Safety Mobile Information

-   Food Safety Information

###  {#section-4 .unnumbered}

### Students/Kids

Students and children visit the current FSIS site to learn more about
food safety. Their research is motivated most often by a homework
assignment or school project. A small handful of education campaigns are
relevant to both students and adults that visit the site seeking food
safety information---Thermy^TM^, and Fight BAC!^R^

### Job Seekers/Headhunters

Job seekers and headhunters are most interested in recruiting
information. These users desire:

-   Information on Open Careers at FSIS

-   Online Applications

-   FSIS Mission

-   Career Fairs

-   Recruiting Efforts

### International Users (Foreign Governments)

Users from other countries desire information on United States' import
and export requirements. There is a fairly large section of information
devoted to this topic on the current site. The international information
should be retained during the re-design. Other desired topics include:

-   Codex Office Information

-   Inspection Rules

-   Product Requirements

-   The Equivalence Process

-   Forms and Policies

-   Translated Pages

-   Agency Initiatives

### Press/Media

The media looks to the FSIS site as a source for the most current
recall, press release, and top story information. They desire up to date
information at their fingertips. Members of the media do not want to
spend a lot of time looking for the information. This group is also
interested in high-resolution photographs as well as, speeches, events,
and current regulations, directives, and reports.

### Educators/Trainers/Universities/Outreach/Extension Agents

Educators and trainers come to the current site most frequently in
search of food safety education, lesson plans, presentations, and
training materials. Additional education information includes:

-   Videos

-   Workshops (Specifically HACCP Related)

-   Food Safety Mobile

-   Thermy^TM^

-   Fight BAC!^R^

### Congress

Congress visits the current FSIS Web site to stay informed on
information, policies, and press releases that have a direct affect on
constituent groups. Other relevant information includes:

-   Recalls

-   Notices and Directives

-   Industry Interests

-   Budget/Program Area Funding Information

-   Codex Activities

-   FOIA

-   GAO

-   Publications

### Federal/State Relations (Includes State, Federal, and Private Labs)

One of largest segments of the user group includes lab officials,
researchers, and scientists. Lab personnel come to the FSIS site in
search of information regarding testing methods and processes, licenses
to contract for FSIS, industry compliance, and FSIS issued notices and
directives. Other Federal and state users access the site for general
information on the Food Safety and Inspection Service, as well as state
program listings and information on retail business partnerships.

### Religious Groups

A number of religious groups visit the FSIS Web site to research
information on Kosher, Buddhist, and Halal requirements for animal
production, handling, and slaughter.

### Advocacy Groups

Advocacy groups also visit the Web site to research handling practices
and regulations. These groups support anti-factory farming, humane
animal handling, and food safety causes.

### Agricultural Producers/Plants

The agricultural producer user group is another group that frequently
visits the FSIS site for information. Plants cannot operate without
complying with FSIS policies. Therefore, they are interested in
regulations, labeling requirements, HACCP, and training opportunities.
These users also desire FSIS contact information and information about
other related USDA agencies. This group's interests should be
represented in the re-designed site.

### Health Care Providers

Health care specialists are often responsible for the care of
individuals who have contracted a foodborne illness from a meat,
poultry, or egg product. Therefore, these specialists need to be aware
of current outbreak and food recall information. They visit the site for
outbreak updates, Hotline information, and news from other related USDA
agencies.

### Food Preparers/Chefs

Chefs in restaurants, schools, and other institutions need to be aware
of the latest news and trends in the food safety industry. These
individuals are potentially responsible for the health and nutrition of
hundreds of consumers. They visit the site for food safety education
information and recall news.

### Other Federal and USDA Agencies

Other USDA and public health agencies work in coordination with FSIS and
therefore must be aware of agency responsibilities, news, trends, and
recalls. Organizations like the Food and Drug Administration, and the
Center for Disease Control and Prevention, and the Environmental
Protection Agency work in tandem with FSIS to ensure the safety of the
nation's food supply. APHIS, FNS, ARS, and AMS must also be aware of
agency updates. These organizations use the Web site to stay informed.

## Meeting and Exceeding Customer Expectations

According to the results of the visioning sessions, page layouts should
be clean and site images should add visual interest and relevance.
Overall, the user should be pleased with the organization of content,
and the look and feel of page designs. Though it takes extra effort
during the design phase, there is value in delivering a re-designed site
that exceeds customer expectations. This type of site would pleasantly
surprise the user, create a positive user experience, and enhance the
opportunity that the user would visit the site again. During
brainstorming sessions participants highlighted a couple of areas where
FSIS could exceed user expectations.

A strong search engine, capable of natural language processing could
assist users in locating desired information quickly and efficiently.
Returned result sets could be ranked by relevancy so desired information
is displayed at the top of the user's view. Also using natural language
processing, the site could feature a "Smart Bot" question tool. Users
would be able to informally ask a question of this tool, a virtual
service representative, and receive a real-time, relevant response.
Again, search and help capabilities coupled with a strong navigation
system would allow users to spend less time searching the site for
answers to questions, and more time understanding site content and
agency programs.

The agency could also serve customers online through the organization
and publication of pre-made presentation slide libraries. Hundreds of
presentation decks exist within the agency and are strong sources of
knowledge and information. These presentations could be summarized,
publicized, and searchable so that users could benefit from existing
documented knowledge.

One last idea that emerged during visioning sessions to exceed customer
expectations is including content on the site that will educate
constituencies about the mission, purpose, organization, and program
areas of FSIS. Currently, a CD ROM is being developed with this content
and will be used to market the re-designed site, to educate consumers,
employees, industry and Congress about food safety, and to provide
access to FSIS information when an Internet connection is not possible.

Going forward, maintaining contact with user groups will allow FSIS to
be constantly aware of users' desires and needs from the site. Gaining
this type of external feedback is possible through conducting usability
tests, or randomly requesting site visitors to complete a short customer
satisfactions survey. Knowing the consumer increases the opportunity for
the agency to continually exceed their expectations.

## Working Collaboratively

In order to create partnerships and effective working relationships,
FSIS needs to be proactive in working collaboratively with government
and private sector business partners. The issue of successful
collaboration was raised during visioning sessions. According to
participants, in order for these relationships to be successful, and for
the public to recognize the interdependency of varying government
groups, agencies must be supportive of one another. This can be achieved
in the public eye simply by providing a description of, and links to
other related public health, Federal, and USDA agencies. Also
encouraging collaboration, FSIS could push press releases, headlines,
notices and announcements to other sites through the use of RSS
feeds---technology used to automatically make information available to a
Web aggregator site. In this manner visitors to other sites can be
updated on FSIS initiatives and joint program accomplishments.

Another collaborative consideration is to use this re-design effort as
an opportunity to make the food safety system in the United States
transparent and seamless to the citizen. The existing
[www.foodsafety.gov](http://www.foodsafety.gov/) site would be ideal for
this task, publishing information culled from across all public health
agencies. The design effort of this site should be coordinated between
FDA, CDC, EPA, and FSIS to ensure a logical and consistent content
structure and look and feel. Users would access this site and be able to
easily find appropriate information without having to refer to the
mission statement of each public health agency to determine agency
responsibilities.

[]{#__RefHeading___Toc53467025 .anchor}Transacting Efficiently

The consumer expects that government sites will be as efficient and
service oriented as the ones they use in the private sector. FSIS can
respond to these desires by automating formerly manual workflows. For
example, currently, label approval can be a long process. If automated,
labels could be submitted for approval electronically and the progress
of approval notification could be tracked online. In accordance with
GPEA mandates, paperwork could be reduced if all applicable agency forms
could be completed and submitted electronically.

Also improving efficiency and the use of employee time, listservs should
be reorganized so that newsletters, updates and other emails are sent
only to appropriate individuals. Further, these emails should be
condensed including only essential information. This is a relatively
simple solution ensuring that employees are not wasting time receiving
and responding to irrelevant mail.

# Web Site Specifics

Usability is the overall measurement of the satisfaction a user feels in
interactions with a Web site or other application. Ensuring that users
have an engaging and useful experience is one of the main incentives of
the FSIS site re-design project. If usability standards are effectively
implemented, FSIS has the opportunity to create stronger relationships
with citizens, business partners, and employees by providing improved
electronic access to agency information, programs, and services. A focus
on creating a positive user experience will result in the more
successful reception of re-design efforts.

During this breakout session participants used best practice examples to
discuss usability issues and Web site design elements. Page look and
feel expectations were expressed, and re-design success factors defined.

## Expectations for the Re-Design

Participants were very vocal in expressing expectations for the look and
feel of the re-designed pages. Session attendees largely agreed on the
physical qualities of strong Web sites. Overall the site should be clean
and uncluttered. While it is understood that this is an informational
site, and therefore must include text and links, information should be
organized cleanly and paragraphs of text should be minimized on the
front page. Vertical scrolling should be avoided. Graphics should be
strong and purposeful. Photo-realistic images should be used to convey
the identity of the agency. Images evoke emotion from the user, and
should therefore be positive, exhibiting pride, strength, confidence,
and a level of seriousness. The FSIS mission to be a world-class public
health agency should be conveyed through imagery and design.

A significant complaint about the current site is that information is
difficult to locate. Therefore, one of the main expectations for the
re-design is that desired information will be easily accessible to
users. Navigation options should be logical and repetitive. The user
should be able to learn the navigation system, and become confident in
the repetition of a standardized, fixed, top navigation bar. This strong
navigation system must be coupled with the re-organization of site
content to improve the availability of information. Users should be
segmented into audience types on the front page, and content should be
organized according to user intentions. Current information that is
relevant across user groups and organizational units should be pushed to
the front page and highlighted above the fold.

Also lacking on the current site is a strong search engine. A search box
should be a global item that is available from the same place on each
page, and should allow users the option to perform an advanced search if
desired. Returned result sets should be ranked according to relevance,
and should offer alternative search terms if no results are found.

The FSIS site will be developed in conjunction with usda.gov Web
presence standards. Because there is minimal consumer distinction
between the Department and its coordinating agencies it is important
that the transition between these sites be relatively seamless. The
creation of a clean, consistent, and well-organized site will put FSIS
at the forefront of enterprise-wide eGovernment initiatives.

## Design Elements

Government Web sites almost universally lack the level of creativity and
usability displayed by many private sector sites. The re-designed site
will speak more clearly to user groups if it is interesting to look at,
and utilizes appealing and convenient design elements. For example, the
re-designed site should feature rotating images on the front page. The
site will market to a greater number of agency functions if images
continually refresh. Additionally, the image banner used on the front
page should be accompanied by a tagline. This short, informative
statement will alert the public to the agency's purpose and primary
activities. Also, navigational icons break up some of the necessary text
on the front page. These images help identify information types and
areas of the site.

According to visioning session participants, the new site should display
the last update date in the same place on every page. Users want to know
if the information they are accessing is relevant and up to date. Each
page should also contain a link to contact information. This link could
anchor to a specific portion of the contact page depending upon where
within the site the link was selected. Cascading navigation menus should
appear on mouseover. The use of sub menus displaying off of global
navigation items (DHTML) simplifies a users route to information within
a Web site.

Specific content areas should be added or magnified in the re-designed
site. For example, the current site does not contain historical
information about the agency. This type of information could be included
with other information about FSIS such as mission, vision, and purpose.
The site could also contain a policy area where the public could view
information on notices, regulations, and directives without having to
dig too deeply into the site tree. Also, with time the En Español
section of the FSIS site should be enlarged. A growing percentage of the
population of US residents is Spanish speaking. In order to best serve
this segment of the population the most important pages should be
available in Spanish.

## 

## Best Practice Examples

Web design is a very visual task. Therefore, discussing design elements
and usability standards is often clarified by looking to existing
examples. The following sites are examples identified by the eGovernment
team to initiate conversation on design principles.

### NASA (www.nasa.gov): 

The NASA site is a favorite among breakout groups. This site boasts a
well-designed Flash introduction that can be skipped if the user is
familiar with the site, or does not have the connection speed to support
viewing advanced technology. The homepage is clean, features strong,
meaningful images, and is intuitively organized by user group.
Navigation options from the homepage are clear and vertical scrolling is
minimized. The pages within the body of the site maintain a consistent
look and feel throughout, presenting a strong NASA brand image.

### Vermont Personnel (www.vermontpersonnel.org):

The most significant strength of this Web site is the clear segmentation
of user groups from the homepage. The user's navigation path from the
homepage is very logical. However, Vermont Personnel may over define
user groups by placing a photo next to each user type thereby giving
that user a face. FSIS must be careful not to create any diversity
issues through unrepresentative photo-realistic imagery.

### Department of Education (www.ed.gov):

Though the Department of Education Web site is not the most visually
appealing example, content is organized and presented well on the front
page. This is an informational site and is not intended to entertain the
audience.

###  {#section-6 .unnumbered}

### MCI (www.mci.com):

The MCI site uses space well on the front page. There is a large
rotating promotional area on the top of the page. This large graphics
would not work for the FSIS site but does a good job of capturing the
viewer's attention. This site also segments users, and unlike some of
the other examples, subtly uses colors to differentiate between user
groups.

### Smithsonian (www.smithsonian.org):

Though the Smithsonian site uses images well to add visual interest,
overall the front page is regarded as being too busy. The viewer's eye
has no place to land and it makes for an unsettling user experience. The
FSIS site should be less cluttered and strive to maintain more white
space.

### Altria (www.altria.com):

The Altria Flash introduction immediately gains the viewer's interest on
the front page. However, low contrast color choices make the page
difficult to read. As a government site FSIS must be particularly aware
of accessibility issues and should attempt to use higher contrast colors
in conjunction with Section 508 standards.

## Preferred Web Sites

Several Web sites were mentioned as favorites during the brainstorming
breakout sessions. Typically these sites were chosen because they are
clear, consistent, and easy to navigate. Again, a logical navigation
structure has emerged as a priority among FSIS personnel for the
re-design. Visioning Session attendees preferred the following sites:

-   ABC News (www.abcnews.go.com)

-   CDC (www.cdc.gov)

-   CNN (www.cnn.com)

-   Department of Commerce (www.commerce.gov)

-   Department of Education(www.ed.gov)

-   eGov.gov

-   USA Jobs (www.usajobs.opm.gov)

-   US Postal Service (www.usps.com)

-   FNS (www.fns.usda.gov/nutritionlink)

## Forward Thinking

With a project of this size and scope it is important to track issues as
they arise so that nothing is overlooked as work progresses. One concern
voiced during the visioning sessions was the lack of a content
management system. Pages are developed in multiple designs and layouts
without standardized navigation. As part of the re-design effort, a set
number of page templates should be designed and created to be used for
all pages on the site. These templates can then be easily integrated
into a content management system in the future.

In addition, time is being wasted creating pages that already exist. The
same files appear in multiple folders and there is no formal method of
version control. The re-design effort should eliminate this inefficiency
going forward by using version control software during development. The
implementation of a templated structure could be a practical solution.

Also, the re-design of the public Web site has highlighted the need for
attention to the employee intranet. Information and functionality that
is to be reserved specifically for the section of the site that sits
behind the firewall must be defined. This content must be reorganized
and re-designed to match the look and feel of the public pages. The
appropriate links should be included on the new FSIS site so that
employees can move seamlessly between the Internet and Intranet.

# Summary and Next Steps

Each time a user opens a browser window, and accesses a Web site they
make an immediate and subconscious judgment on the strength of the page.
Users inevitably react to page aesthetics. Therefore, part of this value
decision is based on the look and feel of page design elements---color,
layout, images, buttons, and consistency. Whether or not a user likes a
particular page is also directly related to usability factors. Is the
page easy to read? Navigate? Search? Learn? Lastly, users react to
content. Well-planned, organized, and written text is a sign of
attention to detail, and careful Web design.

The FSIS re-designed pages will be no exception. Users will view the
site and subconsciously qualify the value of the effort. Visioning
session participants were therefore asked to verbalize the qualities
that would make the re-design a success. We discussed five main elements
that would create an engaging experience, encouraging users to click
through rather than to abandon the site or resort to using a search
engine to find information. The elements are listed below.

1.  *Attractive user experience*

> Re-designed pages should feature a clean layout, attractive color
> schemes, and meaningful imagery. Chosen images should help position
> FSIS as a world-class public health agency, and should be careful to
> reflect the diversity of the population of the United States. The
> homepage should not be littered with logos and endless text links. The
> majority of information should be included above the fold thereby
> minimizing vertical scrolling.

2.  *Improved navigation*

> A clean site with an attractive face is rendered useless if users
> cannot locate desired sections, pages, or information. Therefore, a
> natural, logical, and repetitive system of navigation is key to the
> success of the re-design. Available options in the global navigation
> bar should be constant. A user's current location within the site tree
> should be visible. Menus and paths should be clear. The Web site
> overall should be easy to use. One method of helping to achieve this
> goal is to group content according to user intentions and segment
> users by those defined intentions on the front page. The user will
> benefit from a more definite path through the site to desired content.

3.  *Consistent, unified agency Web site*

> The current site has been developed ad hoc, page by page, for many
> years following no standard and regulated design. As a result the site
> feels inconsistent and disjointed. No uniform brand image is
> established. One of the strongest indicators of re-design success will
> be the creation of one, cohesive Web site. Users should enjoy a
> similar page layout and feel across organizational units, audience
> types and content areas. The information architecture should be
> purposeful, and built to accommodate modifications going forward. The
> site should reflect an emerging, unified brand identity.

4.  *Strong search engine*

> The implementation of search capabilities was requested repeatedly
> during the visioning sessions. An effective search tool would help
> alleviate current frustrations in locating desired information. This
> tool should allow the user to perform a simple search from each page,
> and should provide the option to perform an advanced search if
> necessary. Returned results should be ranked according to relevancy
> and if no results are available, the search tool should offer
> alternative keyword suggestions.

5.  *Customer SService Ffeatures*

> Creating an engaging and positive Web experience involves being
> attentive to users' requests during the design phase. During the
> visioning sessions, participants made clear their need for a number of
> different help features. Participants requested a compiled and uniform
> agency contact list. Users desire one centralized page with all
> important agency names, phone numbers, and email addresses. Hyperlinks
> from main site pages could be anchored to this contact page so users
> are brought directly to the contact information most relevant to their
> location within the site. Visioning session participants also
> requested the maintenance of an alphabetized glossary and a site map.
> Both of these tools could help ease site navigation. Lastly,
> participants desired an interactive help tool that either allows the
> submission of questions and feedback for later response, or answers
> user questions real-time online. Each of these help features provides
> the user with an additional means to answer their agency related
> questions.

These main success factors, and the other findings documented in this
report will be considered throughout the duration of the project's
design phase. During the coming weeks this information will be direct
input into the creation of the audience analysis document, the
definition of the information architecture, and the user interface
design. For additional information on the results of the visioning
sessions please see complete notes from the sessions on the FSIS
re-design section of the eGovernment team site.