TSA.gov redesign: a true story
Research Findings & Web Strategy ( a select few pages of many )
Research Findings & Web Strategy ( a select few pages of many )
The ultimate goal of the research is to understand how to better align the traveling public and TSA around TSA’s mission and effectiveness. Additionally, TSA wants to be more aligned on the public’s need for information to make travel safer and the checkpoint less stressful.
Several inputs were utilized to gaincontext around perceptions, the currentTSA.gov website, and user needs.
We conducted a survey withmore than 200 business travelers. One-on-one interviews with 15 subjects from the traveling public. One-on-one interviews with 10 TSAstaff. Additionally, TSA web metrics, IdeaFactory submissions, and reports from the TSA Contact Center (TCC)were analyzed. All research focused on three areas:
We conducted a survey withmore than 200 business travelers. One-on-one interviews with 15 subjects from the traveling public. One-on-one interviews with 10 TSAstaff. Additionally, TSA web metrics, IdeaFactory submissions, and reports from the TSA Contact Center (TCC)were analyzed. All research focused on three areas:
Our research focused on two main user groups: and . Surveys and interviews
with these two groups provided insight into other groups including the media, partners, and potential recruits.
with these two groups provided insight into other groups including the media, partners, and potential recruits.
Subjects were asked where they go to get informed about prohibited items at the airport checkpoint.
While online users are very web savvy,those that use the web to find prohibiteditems are not visiting TSA.gov, mainlybecause they don’t know that it exists.
• Many people do not rely on the web buton word of mouth. Some even speculate with their spouses or colleagues on prohibited items. Many just pack and hope to get through security without any pre-airport information.
• Provide users clear direction on TSA.gov, highlighting prohibited items.Give them the opportunity to search specific items or view a complete list. • Create a viral campaign thatencourages travelers to go to TSA.gov. • Keep the signs in the airport current,refernce TSA.gov to drive traffic back to the web and mobile.
While online users are very web savvy,those that use the web to find prohibiteditems are not visiting TSA.gov, mainlybecause they don’t know that it exists.
• Many people do not rely on the web buton word of mouth. Some even speculate with their spouses or colleagues on prohibited items. Many just pack and hope to get through security without any pre-airport information.
• Provide users clear direction on TSA.gov, highlighting prohibited items.Give them the opportunity to search specific items or view a complete list. • Create a viral campaign thatencourages travelers to go to TSA.gov. • Keep the signs in the airport current,refernce TSA.gov to drive traffic back to the web and mobile.
Capturing the pain points of travel.
Travelers shared how they feel about their safety after exiting the airport security checkpoint.
• Some travelers are aware of current TSA security requirements and measures and feel safer as a result. Other travelers are unaware of or unsure of the value of current TSA security measures — They perceive TSA’s efforts as dubious, not transparent, and inconsistent.
• Communicate to users that cooperation can increase the effectiveness of TSA’s safety measures.
• Share true accounts of security measures that are currently working with travelers.
• Some travelers are aware of current TSA security requirements and measures and feel safer as a result. Other travelers are unaware of or unsure of the value of current TSA security measures — They perceive TSA’s efforts as dubious, not transparent, and inconsistent.
• Communicate to users that cooperation can increase the effectiveness of TSA’s safety measures.
• Share true accounts of security measures that are currently working with travelers.
• Can I bring my on the plane? is a quick search to find out if a certain item is prohibited
• Prohibited items link gives usersquick access to the full list
• Most frequently requesteditems for travelers listed
• Wait time calculator to quicklyfind out how long the security line is at your departing airport
• The latest travel updates,tips & push content
• About TSA content that helpsexplain what TSA is and highlight their people.
• “Share it” link allows users to provide feedback to TSA
• Search engine allows users to findcontent quickly
• Prohibited items link gives usersquick access to the full list
• Most frequently requesteditems for travelers listed
• Wait time calculator to quicklyfind out how long the security line is at your departing airport
• The latest travel updates,tips & push content
• About TSA content that helpsexplain what TSA is and highlight their people.
• “Share it” link allows users to provide feedback to TSA
• Search engine allows users to findcontent quickly
The Experience Framework helps us to understand what to do and when, in relation to how users will hear about, access and benefit from TSA.gov.
The Framework is broken into three parts: ,and includes the steps necessary to accomplish the Purpose and Objectives.
The Framework is broken into three parts: ,and includes the steps necessary to accomplish the Purpose and Objectives.
The 3 phases described above in this roadmap have staggered start dates, but all are on-going tracks throughoutthe life of the TSA.gov website.
CONCEPT MODEL
This model illustrates how TSA.gov should address various audience types to include Travelers, the Media, Employees, Recruits and Stakeholders. The purpose and objectives of TSA.gov all revolve around TSA’s mission to provide security. Travelers are the highest priority audience. They expect TSA.gov to first provide them with information on how to get through security checkpoints in the most optimal manner.
This model illustrates how TSA.gov should address various audience types to include Travelers, the Media, Employees, Recruits and Stakeholders. The purpose and objectives of TSA.gov all revolve around TSA’s mission to provide security. Travelers are the highest priority audience. They expect TSA.gov to first provide them with information on how to get through security checkpoints in the most optimal manner.
The overall message TSA needs to communicate is that the number one priority is to protect passengers and the
transportation infrastructure.
To communicate this effectively, TSA established Strategic Messaging Guidelines that will ensure their audience
and objectives are addressed coherently and consistently across the web properties. These guidelines set up the
TSA voice and tone with the objective of creating an overall positive impression and contribute to calming down
the process of security while instilling confidence in the general public.
transportation infrastructure.
To communicate this effectively, TSA established Strategic Messaging Guidelines that will ensure their audience
and objectives are addressed coherently and consistently across the web properties. These guidelines set up the
TSA voice and tone with the objective of creating an overall positive impression and contribute to calming down
the process of security while instilling confidence in the general public.
Heuristics are industry-recognized usability principles. We established four main criteria areas that guide our evaluation of the current TSA.gov: &. All of which contribute to the whole user experience.
Simply put, the most compelling websites address user needs; they are useful, intuitive and engaging.
First, to establish a design context, we evaluated several other industry sites. Some represent the DHS or other government entities, as well as commercial travel sites. Not only does this create industry benchmarks, but it gives us a spectrum of what sites users may be visiting in conjunction with TSA.gov.
Site Assessment
TSA Home: Content
What key users might be asking when they visit the Homepage...
