Purpose of Practice
To improve communication, accesibility and the customer's online experience.
Description of Practice
OLCC 's website was completely renovated, restructuring our site navigation to make it easier for clients and visitors to find the services they’re looking for. We assessed our entire site content, surveyed users and stakeholders, and used tools such as Google Analytics to evaluate how the current site was being used. This resulted in the creation of Web Subsites; topic-focused sites that provide information in a centralized location. For example, the public can now access our subsite that focuses specifically on liquor licensing. Another subsite focuses on liquor stores and products. The content is streamlined, easily accessible, and more manageable. We also improved usability by reducing "government speak" and restructured based on public use rather than by the agency's organizational layout.
Success or Improvements
The new, streamlined approach has reduced the complexity of our online information, while giving us the ability to provide a higher quality procuct. The websites have seen a significant increase in traffic, and has reduced the number of customer service calls to staff because the information is readily available in topic-focused locations. Users no longer need to weed through information to find what they need. We have also been able to provide additional online resources which users can access with fewer "clicks". Users no longer need to weed through pages and pages of information to find what they need.
Evaluation of the Practice
A few months after the launch of the new subsites, we conducted a survey. The feedback was positive, and users suggestions - if appropriate have been implemented. We also have a link to an online website feedback survey available for users on an ongoing basis. Monthly site analysis tools are also used to evaluate the sites and how the content is being used.
OLCC has been commended by stakeholders and the public for implementing this streamlined, content-focused approach
Name: Tom Erwin
Agency: Oregon Liquor Control Commission
Address: 079 SE McLoughlin Blvd., Portland, OR 97229