Relying on anecdotes for ideas is not enough, of course. Your other source of intelligence should be data. There are various sources worth exploring. The web traffic data from your existing websites is a good place to start, not least to help identify how many of the thousands of web pages maintained by your organisation are visited by almost nobody. Data from call centres is also rich with insight about what your users are failing to find out from your websites. Gathering any unfiltered information you can get on user complaints is extremely powerful too, not least because it ensures that those with access to louder megaphones aren’t given a falsely high priority. A digital team may need to get creative about getting hold of such data, because colleagues in other parts of the organisation can be decidedly reticent about handing it over, especially if they haven’t acted on it themselves.
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