Organization:
GobiernoUSA.gov - the official portal of the US Government in Spanish (formerly called FirstGov en español)
URL:
Background:
The US Federal Government’s official web portal in Spanish, GobiernoUSA.gov, was launched in 2003 in response to the growing number of online Hispanics. Originally called FirstGov en español, GobiernoUSA.gov is part of General Services Administration Office of Citizen Services and Communication and provides Hispanics with access to official government information and services in Spanish.
Critical Needs:
- Understand the needs of its Hispanic users and other stakeholders to inform the redesign of GobiernoUSA.gov
- Create new visual identity that is both consistent with the English version, USA.gov, yet addresses the unique needs of the Hispanic audience
- Assess preference and performance of proposed designs amongst Hispanic target audience
- Reorganize website content to be more useful and usable and consistently update site content as well as create new site sections and features
- Understand site usage metrics and develop actionable recommendations based on user behavior
- Increase website awareness and usage
- Develop and execute integrated social media program for USA.gov and GobiernoUSA.gov
Solutions:
- Conducted internal research and analysis and developed Hispanic user personas to define stakeholder and user needs
- Conducted 3 rounds of iterative usability testing to assess quantitative performance metrics and determine qualitative Hispanic user preferences
- Developed wireframes and original designs for GobiernoUSA.gov that reflect the unique needs of its target audience and remain consistent with the English site, USA.gov
- Implemented new templates into the content management system, developed new Spanish taxonomy, reorganized website content and conducted site QA
- Provide ongoing website content maintenance including new feature development
- Create monthly metrics dashboard and site evolution recommendations based on user behavior
- Create and execute integrated Hispanic online outreach plan to increase awareness and usage, including content syndication partnership with Univision.com
- Developed and syndicated 508-compliant widget of official government information and news in Spanish
- Create and manage ongoing social marketing program for USA.gov and GobiernoUSA.gov leveraging Facebook and other social media tools
Learn More:
- Visit GobiernoUSA.gov
- See partnership with Univision.com and read press release
- Read article about e-government in Spanish
- Connect with USA.gov and GobiernoUSA.gov on Facebook
- Download GobiernoUSA.gov widget
