analytics strategy

Analytics Strategy for Draft U.S. Web Design Standards

Table of Contents

• Summary
• Minimum Viable Product
• Long Term Objectives & Goals
• Roadmap

Summary

Our research has shown that potential users of the Draft USWDS want to see a mix of qualitative and quantitative metrics that show the value and usefulness of adopting the Draft USWDS. This need exists to help justify the use of USWDS to their peers, managers, and executive leadership. Government is naturally risk-averse, and seeing proof that the USWDS is being used successfully helps reduce the hesitation to adopting the USWDS. To meet this end, the team is going to focus on publishing metrics that showcase where the Draft USWDS have been put into use and to show quantitative measures that speak to the value and impact of the standards.

Minimum Viable Product

The MVP for the Draft USWDS analytics strategy is to have a dashboard page hosted on the main website which communicates the following data points:

• Users exposed to USWDS - Aggregated data from all known sites using USWDS that have a google analytics profile through DAP (analytics.usa.gov). This will show the total number of people have that used a site recently that has adopted the thought process or components behinds the Draft U.S. Web Design Standards.

• Desktop vs Mobile Usage - Aggregated data from all known sites using the USWDS that have a google analytics profile through DAP (analytics.usa.gov). This will show the break down of those viewing a site using the USWDS from either a desktop or mobile device.

• Sites using USWDS - Summary of the number of known sites that are using the USWDS with a link to a portfolio of those sites.

• Agencies using USWDS - Summary of agencies that have adopted the USWDS on at least one project.

• Github metrics - Collection of data points gathers from the projects github repos, including number of issues, contributors, forks, etc.

• Downloads and Installs - Aggregated data point of the number of times the project has been downloaded from the site, the repo, or installed via NPM.

Long Term Objectives and Goals

During the next phase of development of USWDS, the team will focus on implementing the following objectives to make it easy to report out how the USWDS is being used and by who. These reports will be made available via the products website and reported out regularly to the product development team.

Increase Number of Users of USWDS

The value of the Draft U.S. Web Design Standards comes from its use around the federal government by teams large and small. The value can be seen by the variety and scope of sites that are using the USWDS to deliver government services to the general public.

• Goals
  • Build Traffic to Site
  • Unique People Emailing
  • Increased Portfolio Examples
  • Increase Downloads
  • Increased Contributions
  • Desktop/Mobile
  • Geolocation
• KPIs
  • Unique/Repeating Site Visitors
  • Contact List
  • Traffic Sources
  • Download Clicks
  • Github Contributions
  • Visitor Demographics
  • Technical Demographics
• Reports
  • Site Traffic Report
  • Sites Using WDS Traffic
  • Referring Sites Reports
  • Audience Snapshot
  • Github Activity
  • Agencies Using WDS

Increase USWDS Use and Usability

One of the biggest factors that help drive the number of teams using the USWDS is understanding how it's being used and how teams view the overall usability of the product.

• Goals
  • Time on Site
  • Exit Destination
  • Installation of WDS
  • Github Forks
  • Desirable Action Taken
  • Themes & Templates
• KPIs
  • Time on Site
  • Exit Point
  • Exit Source
  • Bounce Rate
  • Download Clicks
  • NPM Installs
  • Goal Funnels
  • Portfolio Size
• Reports
  • User Behavior Report
  • New vs. Returning Visitors
  • Bounce Rate vs Exit Rate Report
  • Page Effectiveness
  • Github Activity

Track Products Cost Recoverability

The development of USWDS isn't free. For the product to continue to evolve and serve the needs of its users and the american public, there needs to be a way to track the value in terms of time saved, money saved, or money earned supporting teams using the USWDS.

• Goals
  • Lead Generation
  • Case Studies
  • Requests for Training
  • Requests for Components
  • Sales Calls
  • IAAs/MOUs Signed
  • Generated Revenue
  • Tocked Time
  • Outreach Events
  • Contracts With WDS
• KPIs
  • Agency Contacts
  • WDS Outreach
  • WDS Based Projects
  • 18F Revenue tied to WDS
  • Standard Project Budget
• Reports
  • Content Efficiency Report
  • Visit & Goal Conversion
  • 18F Revenue Increase
  • Client List Increase
  • Project Budget
  • Sites Using WDS

Roadmap

TIMELINE