Collecting data about your service allows you to measure its performance. You can use data to make sure:
- the service is meeting user needs
- the service allows users to easily complete the task it provides
- there are enough people using the service to make it cost-efficient
- people know about the service and are choosing to use it
What to measure
You must collect data that shows how your service is performing against these 4 metrics:
- cost per transaction – how much it costs the government each time someone completes the task your service provides
- user satisfaction – what percentage of users are satisfied with their experience of using your service
- completion rate – what percentage of transactions users successfully complete
- digital take-up – what percentage of users choose your digital service to complete their task over non-digital channels
These metrics are called the 4 key performance indicators (KPIs).
You’ll also need to choose other KPIs to measure. These will vary depending on your service. Use your performance framework as the basis for any decisions you make to measure service performance. The service you are working with and the contact centre should be able to provide you with data about the service. Wheen in discovery, mapping the As-is user journey will help you identify what to measure as it is sure to throw up lots of questions about what is happening about the current process.
Metrics and measurements
Metrics are measurements that tell you how well something is performing. Typically they’re expressed as a percentage.
For example, if 2000 people tried to complete your service, that’s a ‘measurement’ of total attempts. If 1000 of them successfully completed your service, that’s a ‘measurement’ of completions. Combine the two and you get a ‘metric’ for how often people using the service manage to complete it. In this example the completion rate is 50%.
Measuring from the start
You must consider how you’ll measure your service from the start of your project, including how you can benchmark data for use in business cases
In discovery and early alpha, you need to:
- have an analyst as part of your team (or available to your team) so that you can start asking the right questions about how you’re going to measure service performance
- think carefully about what data you need to help ensure you answer the right questions and how this data will be presented
- find out where all the existing data is kept and how you’re going to access it, aggregate it and make it usable so that you can measure the service’s KPIs
- start thinking about the different ways users will interact with the service so you can plan how you’ll gather data
How to use your data
It’s important to use the data you’ve collected to find ways to improve your service and prioritise them.
For example, your completion rate data can help you identify the stages in your user journeys when users are dropping out. Work with your user researcher and plan a round of user research to try to understand why.
You can also segment your user data based on the characteristics of groups of users. For example, you could check if users who are a certain age find the service harder to complete than other users.
If this is the case, you could then work with your user researcher to plan a round of user research with those users.