# Presentation: 440665

## eGovernment Working Group Meeting

Chris Niedermayer, USDA eGovernment Executive

January 21, 2004

** **
- Chris Niedermayer, USDA eGovernment Executive
- January 21, 2004

## Agenda

**Usability Studies at USDA:**
** ****Grower Relations Assessment**
** ****Risk Management Agency**
** ****Customer Feedback Survey Tool**
**Q&A and Next Steps**
**Appendix**

**Agenda**

**Notes:**
High energy Welcome.

Get jazzed.  

Good things are happening:

	EITIRB meeting tomorrow for 30 minutes exclusively on 	eGov

	EC and I will be meeting with DS ideally this week as well 	but may slip to next week

	Relatively positive feedback from OMB based on our 	efforts – only Yellow

Thanks for efforts to date.  Time to roll up sleeves again.

## Grower Relations Assessment: Scope of Test & Test Objectives

- How much do farmers use the Internet? Why do they go online? Do they visit USDA sites?
- Why did so few Farm Bill Calculator users go on to eForms and e-FILE?
- What do farmers want in USDA eGovernment sites/applications?
- How will they like proposed changes/enhancements such as MyUSDA.gov?
- What general attitudes and obstacles impact use of eGovernment by farmers?
- Provide insight and clarify issues for USDA developers.

## Grower Relations Assessment: Test Methodology

**Interviews:** Qualitative In-depth one-on-one interviews. All computers equipped with broadband. Video and audio taped. Observed by USDA local office in adjoining room.
**Objective:** Exploratory questioning without selling or teaching sites/applications.
**Testers: **Farmers known to be Internet users and suggested by USDA staff. Innovators and Leaders psycho-graphically.
**Tester Diversity: **12 farmers in Springfield, IL area and 12 in Lubbock, TX area provided some geographic and crop diversity, but time precluded focus on diversity of ethnicity, farm size, crops, and other areas.
**Summary of participant demographics:**** **

| Location | Crops | Farm Size Range | Average Farm Size |
| --- | --- | --- | --- |
| Illinois | Corns and Soybeans. Some Livestock | 530 to 3,000 acres | 1,444 acres |
| Texas | Cotton, Sorghum, Wheat, Corn. | 643 to 6,000 acres | 2,400 acres |

## Grower Relations Assessment: Findings Summary 

**Access: **Dial-up Internet access is the norm, especially in Lubbock.
**Relationship to Staff Office: **Farmers prefer the comfort level they have with FSA staff helping assure accuracy. They may be reluctant to use e-Filing even if it saves time and bother.
**Supplier Relationships: **Elevators and Gins handle LDP paperwork for their farmer customers. Many farmers do not fill out own forms?
**Security Concern: **Data security is not a factor unless Social Security number is requested. Reluctance to disclose personal information may limit “business tool” perception.
**As-Is: ***USDA.gov* home page has little appeal. Farmers desire information that relates directly to their business with USDA.
**To-Be: ***MyUSDA.gov* is customer-centered and offers simple customization appealing to growers.

## Grower Relations Assessment: Recommendations/Considerations

*"I’m glad they’re asking people. Instead of just creating a product without*
* **asking customers what they want...They're doing the right thing by asking *
* **people."*
-                                                                          - Cody Maines, 1,120-acre Cotton Grower, Lubbock, TX
- Farmers were pleased to be asked for their opinions and suggestions.
- Time pressures are intense with large acreages spread across several farms, often in 2 or 3 counties.
- Farmers would like to save time by eliminating trips to the FSA office, but unless USDA sites are easy to download, understand, navigate, and use there is no time saved.
- Even where broadband is available most do not buy it. Designs should take slower connections into account. Other incentives to e-FILE could help.
- Simplify sign-up for e-FILE in line with private sector best practices. Allow local FSA office administrative views and access.
- Additional findings and recommendations are documented in the Appendix.

## Agenda

**Usability Studies at USDA:**
** ****Grower Relations Assessment**
** ****Risk Management Agency**
** ****Customer Feedback Survey Tool**
**Q&A and Next Steps**
**Appendix**

**Agenda**

**Notes:**
High energy Welcome.

Get jazzed.  

Good things are happening:

	EITIRB meeting tomorrow for 30 minutes exclusively on 	eGov

	EC and I will be meeting with DS ideally this week as well 	but may slip to next week

	Relatively positive feedback from OMB based on our 	efforts – only Yellow

Thanks for efforts to date.  Time to roll up sleeves again.

## RMA: Usability Testing Goals

- Learn about Risk Management Agency’s 3 Major Audiences:
- Producers, especially limited-resource, minority, and specialty crop.
- Commodity insurance agents who sell to and manage policies claims for producers.
- RMA and FSA employees, especially in the field offices, who producers rely on extensively for program information and education.
- Conduct an independent review of usability/accessibility for our online applications and Web site template.
- Redesign the user interface of our top two online applications.
- Take usability/accessibility training and documentation for the RMA Web team and developers.

## RMA: Testing Methodology

- Testing sessions included:
- Assigned scenarios for users to navigate the site in search of specific information or content,
- Preliminary discussions; and
- Wrap-up discussions*.*
- All sessions (1-1.5 hrs. each) were tested in the in-house UserWorks usability lab.
- Many of these sessions were conducted remotely using GoToMyPC.
- Phone conversations and mouse movements were still documented on video.

## RMA: Core Audience Findings		

*** *****Producers:**
- Tend to be younger, more technology savvy, highly educated and operators of larger farms.
- Do not regularly go to Web sites to get information; however, some want to conduct business with the government online in the future.
**Commodity Insurance Agents:**
- Tend to have our Web site as their home page.
- Familiar with agency/insurance terms, but there were some terms used on our applications that even they did not know.
** ****RMA/FSA Employees:**
- Need to find a specific answer in a short period of time for a congressional or media inquiry.
- Look at information on a larger scale, such as yearly trends for overall participation rates or acres enrolled in the commodity insurance program.

## RMA: Recommendations and Next Steps

- Make our applications and Web site template more usable by:
- Improving the terms and organization for our navigation bar;
- Segregating information based on audience type;
- Improving online glossary;
- Adding producer case studies to teach others about best practices; and
- Improving our search capabilities.
- Next steps:
- Reorganize content and provide it based on audience intentions.
- Gradually phase in Web Content management system to ensure site consistency and content accuracy.
- Participate in the ACSI customer satisfaction survey to continually monitor how we’re doing
- The 2 selected online applications were redeveloped based on usability and accessibility training conducted in December. These will be redeployed following final guidance from the Web Presence Team.
- Additional findings, recommendations and next steps are documented in the Appendix.

## Agenda

**Usability Studies at USDA:**
** ****Grower Relations Assessment**
** ****Risk Management Agency**
** ****Customer Feedback Survey Tool**
**Q&A and Next Steps**
**Appendix**

**Agenda**

**Notes:**
High energy Welcome.

Get jazzed.  

Good things are happening:

	EITIRB meeting tomorrow for 30 minutes exclusively on 	eGov

	EC and I will be meeting with DS ideally this week as well 	but may slip to next week

	Relatively positive feedback from OMB based on our 	efforts – only Yellow

Thanks for efforts to date.  Time to roll up sleeves again.

## USDA Customer Feedback Survey Tool

**Web-based Customer Satisfaction Survey Tool (Customer Service Monitor):**
- Offered by ForeSee Results, Inc. (_[www.foreseeresults.com](http://www.foreseeresults.com/)__)._
- Uses the American Customer Satisfaction Index (ACSI) methodology.
- Allows agencies to identify areas where Web site improvements will produce the biggest results – content, functionality, look and feel, navigation, privacy, image, site performance, and search.
- Agreements are managed through the Federal Consulting Group within the Dept. of Treasury.
**Current Use of the Tool in USDA:**
- Nine organizations already using the tool.
- Three more agreements in progress.
- Working to align agreement periods for all agencies to obtain the best price ($20,000/measurement).
**Comparative Analysis of Customer Satisfaction Scores:**
- Nine organizations are already using the tool; current scores range from 65 to 74.
- ForeSee Results prepares a quarterly report comparing all federal agencies currently using the tool.
- Of the 36 federal Web sites scored, ERS was rated number 11.
- The ACSI approach allows comparisons to the private sector as well –  Amazon.com score
-       is 88, Coca Cola Company is 83, Wal-mart is 74, and McDonald’s is 61.

## USDA Customer Satisfaction Index (CSI) Scores

| Agency | Baseline CSI | Current  or            Most Recent CSI | Comments |
| --- | --- | --- | --- |
| ARS/NAL | N/A | N/A | Tool implemented 1 1⁄2 weeks ago; baseline not yet established |
| CSREES | N/A | N/A | Tool recently implemented; baseline not yet established |
| ERS | 71 | 74 | Reached a high rating of 76 in July; surpassed FirstGov |
| FAS | 70 | 70.5 | Learned that 50% of customers completing the survey were from outside the U.S. |
| FS | 71 | 71 |  |
| FSA | 70 | 71 |  |
| FSIS | N/A | N/A | Tool recently implemented; baseline not yet established |
| NRCS | 62 | 65 |  |
| RD | N/A | N/A | Tool not yet implemented |

## Agenda

**Usability Studies at USDA:**
** ****Grower Relations Assessment**
** ****Risk Management Agency**
** ****Customer Feedback Survey Tool**
**Q&A and Next Steps**
**Appendix**

**Agenda**

**Notes:**
High energy Welcome.

Get jazzed.  

Good things are happening:

	EITIRB meeting tomorrow for 30 minutes exclusively on 	eGov

	EC and I will be meeting with DS ideally this week as well 	but may slip to next week

	Relatively positive feedback from OMB based on our 	efforts – only Yellow

Thanks for efforts to date.  Time to roll up sleeves again.

## Questions and Answers

## Next Steps

**Next EGWG Meeting: February 11****th****, 2004. **
- Topic and Location: TBD

## Agenda

**Usability Studies at USDA:**
** ****Grower Relations Assessment**
** ****Risk Management Agency**
** ****Customer Feedback Survey Tool**
**Q&A and Next Steps**
**Appendix**

**Agenda**

**Notes:**
High energy Welcome.

Get jazzed.  

Good things are happening:

	EITIRB meeting tomorrow for 30 minutes exclusively on 	eGov

	EC and I will be meeting with DS ideally this week as well 	but may slip to next week

	Relatively positive feedback from OMB based on our 	efforts – only Yellow

Thanks for efforts to date.  Time to roll up sleeves again.

## Appendix

**Presenter Contact Information  .................................. 23**
**Grower Relations Additional Key Findings  .................. 24**
**RMA Additional Key Findings  .................................... 28**

**Appendix**

**Notes:**
High energy Welcome.

Get jazzed.  

Good things are happening:

	EITIRB meeting tomorrow for 30 minutes exclusively on 	eGov

	EC and I will be meeting with DS ideally this week as well 	but may slip to next week

	Relatively positive feedback from OMB based on our 	efforts – only Yellow

Thanks for efforts to date.  Time to roll up sleeves again.

## What is Usability?

***Usability is the overall measurement of the satisfaction of interactions a user has with a product or system such as a Web site, software application, mobile technology, or user-operated device.***
- A high level of satisfaction occurs when users find a Web site that is useful and usable; this is termed an “engaging user experience”.
- Quality of the user’s experience on a Web site can be measured using the following usability principles, or heuristics:
- Use a simple page design
- Know your users and speak their language
- Ensure consistency throughout the site
- Design your site for efficiency and ease of use
- Provide an engaging experience
- Support the user and provide feedback
- Use a clear navigation structure

## Why is Usability Important?

***An engaging user experience on a particular Web site results in:***
- Increased usage of the Web site;
- Improved user productivity; and
- Reduced training, support, and development costs

## Why is Usability Important?

***An engaging user experience on a particular Web site results in increased usage of that site, improved user productivity, and reduced training, support, and development costs.  There is always room for improvement...***
- The average usability test results in 70-100 recommendations for improvements.1
- Users cannot find the information they seek on Web sites 60% of the time leading to wasted time, reduced productivity, increased frustration and loss of repeat visits and money.2
- 95% of users will use less than 5% of features of a site; 75% of the features will never be used.3
- In private industry, 62% of online shoppers gave up at least once while looking for products.4
- For every $10 spent defining and solving critical usability problems early in development using professional usability research, you will save about $100 in development costs.5

- 1  Mary Harrison, Richard Henneman, and Louis Blatt, “Design of Human Factors Cost Justification Tool”
- 2  Nielsen Norman Group, “Usability Return on Investment”
- 3  MauroNewMedia, Charles Mauro
- 4  Internet Access in U.S. Public Schools and Classrooms, National Center for Education Statistics
- 5  MauroNewMedia, Charles Mauro

## Usability Studies at USDA

*** *****Grower Relations Assessment**
***	******  ***Ron Butler, Combined Communications Network
-        _[ron@ccnmarketing.com](mailto:ron@ccnmarketing.com)__, (573) 345-1124_
*** *****Risk Management Agency (RMA)**
***	******  ***Janet Stevens, Webmaster
- 	  _[Janet.Stevens@wdc.usda.gov](mailto:Janet.Stevens@wdc.usda.gov)__, (202) 690-3040_*** ***
*** *****Customer Feedback Survey Tools **
***	******  ***Nancy Sternberg, USDA eGovernment Program*** ***
- 	  _[nancy.sternberg@usda.gov](mailto:nancy.sternberg@usda.gov)__, (202) 720-6746_*** ***

## Grower Relations Assessment Findings: Internet Usage

**Primary Uses: **Internet is used primarily for weather, markets, product price discovery, parts.
**Frequency of Use: **Internet usage ranges from daily (many in our sample) to weekly or less.
**Connection Speeds: **
***Broadband**** is starting to make inroads, but has a long way to go. Farmers use a variety of satellite (StarBand, DTN SpeedNet), wireless (Prairie I.Net), DSL. Broadband is often seen as too expensive and unnecessary. USDA may need to educate farmers about broadband benefits or consider incentives.*
***Dial-up ****at speeds of**** ****28.8 (or less) kbps impacts how farmers will use eGovernment. Graphics, forms and links load slowly. *

## Grower Relations Assessment Findings: Interaction With USDA

**At home: **Farms are rarely visited by USDA staff.
**Service Office Dependency: **Farmers make 4-8 visits to USDA offices per year:
- Certify acres, sign-up for programs, get help with LDP and loans, power of attorney.
- The right form is used. Forms are filled out correctly. Answers are filled in ahead of time. Farm history is readily available. This leads to some inertia and some trepidation about going electronic.
**Willingness to learn: **Many would prefer e-Filing, especially during busy times:
- Would like to be able to certify acreage, complete LDPs, fulfill landlord paperwork burden, sign-up for new programs, and apply for disaster relief.

## Grower Relations Assessment Findings: MyUSDA.gov

- Farmers were very favorable toward the my.USDA proposed portal.
- Organizational structure simplified location of information specific to their farms.
- Farmers want it to have customized information relating to their crops and program dates.

## Grower Relations Assessment: Recommendations/Considerations 

- Continue development of MyUSDA.gov:
- Make it highly but easily customizable.
- Add FSA tab/functionality.
- Use easily understood names: My Tech Briefcase, My Field Guides, My Contracts, My Tech People.
- Provide educational tools such as local seminars/workshops, online guides, 24/7 help line.
- Reduce unnecessary steps or detours or pages. Strengthen taxonomy with items within a few clicks.
- Develop to the skill level of the majority of the target audience.
- Include suppliers who provide services (LDP), and help local FSA staff promote and backstop e-Filing.

## RMA: Additional Core Audience Findings		

*** *****Producers:**
- In many operations tasks, a spouse or child would gather relevant agriculture information and news for the enterprise.
- Look for specific information: a quotation, a premium estimate, or a county production average.
- Connect at lower bandwidths, do not scroll, and are impatient with slow downloads/ screen refreshes.
- Want lessons learned /best practices and see what other producers are doing regarding insurance, planting techniques, or farm management case studies.
- Like finding hints, tips, and suggestions for improving their operation.
- Want to use the Internet in the future for online trainings, rather than attending local events.
- Want to learn more about insurance costs/options without an agent.

## RMA: Additional Core Audience Findings		

**Commodity Insurance Agents:**
- Connect at higher bandwidths.
- Monitor our Web site for the latest agency news.
- Use our daily agriculture weather information, but rely on producers and local contacts for local weather news.
- Want producers to come to them before selecting insurance products.
- Visit Tool and Calculators extensively and most used either the Summary of Business or the Premium Calculator every week or several times a week.
- Tended to use the proprietary version of the Premium Calculator provided by their insurance company, not our version. Sometimes because they were used to it or they felt it had more features than outs, which some discovered wasn’t necessarily true.
**RMA/FSA Employees:**
- Use the information on our intranet unless they can only find it on the public site.
- Have direct contact with producers and often help them use the site.

## RMA: Additional Findings		

- Participants would scroll to here, then go back to the top.

- For additional findings, please visit _[http://www.egov.usda.gov/intranet/usabilitystudies.html](http://www.egov.usda.gov/intranet/usabilitystudies.html)__ _

## RMA: Additional Next Steps

- Review information from card sorting exercises to understand what terms the audiences recognize and how they group them to redevelop the navigation bar and site structure.
- Review and approve initial rebuilds of the template and applications in wireframes before coding.
- Build out new Premium Calculator and Summary of Business. Use the new templates for the other online applications so they have the same look and feel.