With the development of economy, the improvement of people's living standard, the user in the purchase of products and services in addition to materialistic, pay more attention to the spiritual enjoyment experience. In foreign countries, the experience economy as a new economic form, has penetrated into all aspects of economic life, and become the new point of growth of economy and society, the basic theory also provides new space for the social and economic spheres. Then we will have a question, the service government construction sites need to pay more attention to the user experience?
政府網(wǎng)站建立的初衷之一就是搭建電子政務(wù)公共服務(wù)的平臺，接受社會大眾的監(jiān)督，以政府的權(quán)威性為公眾提供各項服務(wù)。經(jīng)過多年的發(fā)展，我國政府網(wǎng)站正處于由“內(nèi)容導(dǎo)向”到“服務(wù)導(dǎo)向”過渡的發(fā)展階段，“服務(wù)導(dǎo)向”階段對政府網(wǎng)站的建設(shè)提出了更高的要求，這一階段更加關(guān)注于網(wǎng)站服務(wù)質(zhì)量的好壞，其特征主要集中在以下幾個方面：
The original intention of the government websites is to build the E-government public service platform, accept the supervision of the public, to the authority of the government to provide various services to the public. After years of development, the Chinese government website is in the "content oriented" to "stage of development of service oriented" transition ", put forward higher requirements on the construction of service oriented government website" stage, this stage is more focused on the website service quality, which is characterized mainly in the following aspects:
一，網(wǎng)站內(nèi)容以針對用戶需求提供個性化、人性化、專業(yè)化的服務(wù)為主；
Website content according to user needs to provide personalized, humanization, professional service;
二，網(wǎng)站建設(shè)以加強(qiáng)宣傳，提高用戶認(rèn)知度和滿意度為主；
Website construction to strengthen the publicity, improve the user perception and satisfaction;
三，網(wǎng)站管理以用戶評議及績效考核為主；其四，評價指標(biāo)以用戶認(rèn)知度和滿意度為主。簡而言之，就是營銷型網(wǎng)站建設(shè)以提升用戶體驗為目標(biāo)，圍繞用戶需求，進(jìn)行服務(wù)資源的整合和展現(xiàn)。從這一角度來看，政府網(wǎng)站所追求的社會效益最大化和企業(yè)產(chǎn)品服務(wù)所追求的經(jīng)濟(jì)效益最大化，都有賴于用戶體驗度的有效提升。而政府網(wǎng)站為非盈利性機(jī)構(gòu)，他的目的更多的是為了增加用戶訪問瀏覽量，用戶對網(wǎng)站的粘度，也就是忠誠度。讓用戶通過網(wǎng)站獲得所需要的各種服務(wù)，促進(jìn)政府網(wǎng)站為民服務(wù)功能的實現(xiàn)。
Web site management to the user evaluation and performance appraisal; fourth, the evaluation index to the user perception and satisfaction. In short, is a marketing type website construction to enhance the user experience as the goal, focus on customer needs, and show the integration of service resources. From this perspective, the economic benefit maximization pursued the government website in the pursuit of the maximization of social benefit and enterprise products and services, will depend on the effective enhance the user experience. While the government website as a non-profit organization, the purpose of his more is to increase the user traffic, the user of the site's viscosity, or loyalty. Let users access to a variety of services required by the website, promote the realization of government public service functions of the site.
構(gòu)建基于用戶體驗的服務(wù)型政府網(wǎng)站基本框架，如下圖：
基于用戶體驗的政府網(wǎng)站群建設(shè)優(yōu)化策略有以下幾個方面：
The user experience of government websites construction optimization strategies are based on the following aspects:
1.明確網(wǎng)站的定位和目標(biāo)
Clear website localization and goal
政府網(wǎng)站優(yōu)化的首要策略應(yīng)將“以用戶需求為中心，以提升用戶體驗為目標(biāo)”作為服務(wù)型政府網(wǎng)站優(yōu)化的基本導(dǎo)向和最終目標(biāo)。
The government strategy of website optimization should be "to user needs as the center, to enhance the user experience as the goal" as the basic orientation of service-oriented government website optimization and final goal.
2.新技術(shù)的應(yīng)用
The application of new technology
近年來，政府網(wǎng)站建設(shè)雖然取得了顯著成效，但在新理念、新技術(shù)的應(yīng)用方面相對比較保守，一定程度存在滯后，對當(dāng)前新鮮的、主流的、用戶熱捧的技術(shù)應(yīng)用不夠。這里所指的新技術(shù)主要是指移動智能終端、智能咨詢、智能搜索引擎、微博微信等。由于很多政府網(wǎng)站仍主要以傳統(tǒng)的方式展現(xiàn)資源、提供服務(wù)，使得服務(wù)在人性化和交互性等方面，與熱門商業(yè)網(wǎng)站相比，在用戶體驗方面存在較大差距，政府網(wǎng)站難以吸引用戶使用。由于新技術(shù)有利于加強(qiáng)政府網(wǎng)站服務(wù)資源的內(nèi)部關(guān)聯(lián)、外部推廣和用戶參與，從而提高政府網(wǎng)站和用戶之間的粘性，讓更多的用戶知道、使用、推廣政府網(wǎng)站，逐漸發(fā)揮政府網(wǎng)站品牌效應(yīng)。因此，新技術(shù)的理念和應(yīng)用，應(yīng)成為政府網(wǎng)站提升用戶體驗的主要措施和手段。比如，We7網(wǎng)站群系統(tǒng)除了支持拖拽自助建站之外，產(chǎn)品更以HTML5技術(shù)為基礎(chǔ)，支持手機(jī)，PAD終端等移動互聯(lián)。在云計算發(fā)展應(yīng)用的大趨勢下，更提出了We7.Cloud政府云門戶解決方案。這些新技術(shù)的應(yīng)用為構(gòu)建服務(wù)型政府網(wǎng)站群系統(tǒng)提供了方向。
In recent years, although the government website construction has achieved remarkable results, but in the application of new technology and new concept, the relatively conservative, there is a certain degree of current hysteresis, fresh, hot mainstream users, technology is not enough. New technology here mainly refers to the mobile intelligent terminals, intelligence, intelligent search engine, micro-blog micro message etc.. Because many government websites are still mainly in the traditional way of showing resources, provides the service, the service in the humanization and interactivity etc., compared with the popular business website, there is a big gap in the user experience, the government website to attract users. As a result of new technology is conducive to the internal association, strengthen the government website service resources of external promotion and user participation, so as to improve the government website and user stickiness, let more users know, use, promotion of the government website, government website brand gradually take effect. Therefore, the concept and application of new technology, should be the main measures and means of enhancing government website user experience. For example, We7 website group in addition to support drag and self-help, products based on HTML5 technology, support for mobile phone, PAD mobile internet terminal etc.. The development trend of application in the cloud, the cloud We7.Cloud government portal solution. The application of these new technologies offer the direction for the construction of service type government website group system.
3.信息資源的梳理整合和規(guī)范化體系建設(shè)
Combing the integration and standardization of the system construction of information resources
“以用戶為中心”的政府網(wǎng)站，應(yīng)充分整合來自政府、公共機(jī)構(gòu)、企事業(yè)、個人等多方面的資源，實現(xiàn)網(wǎng)站提供服務(wù)“五個化”，即：服務(wù)多元化、服務(wù)聚焦化、服務(wù)細(xì)分化、服務(wù)簡明化和服務(wù)實用化，以使政府網(wǎng)站提供的服務(wù)更能切合用戶的使用習(xí)慣和滿足多樣化的需求，從而促進(jìn)網(wǎng)站用戶體驗度的提升。從這一角度來講，信息資源的梳理整合和規(guī)范化建設(shè)不可或缺。
"Take the customer as the center" of the government website, should be fully integrated from the government, public institutions, enterprises, individuals and other aspects of resources, implementation of Web services "Five", namely: the diversification of services, service focus, service differentiation, concise and practical service service, in order to make the government website provide service to be able to meet the user's habits and meet the diverse needs, so as to promote the website user experience ascension. From this perspective, combing the integration and standardization of the indispensable information resource construction.
4.導(dǎo)航服務(wù)的優(yōu)化
Optimization of navigation service
由于提供辦事服務(wù)是政府網(wǎng)站的三大功能之一，因此，對于重要事項的辦事、跨層級的辦事以及流程較為復(fù)雜的辦事服務(wù)，還可以考慮進(jìn)行場景式服務(wù)導(dǎo)航優(yōu)化設(shè)計。從用戶辦事需求出發(fā)，模擬辦事場景，一體化、流程化的整合辦事服務(wù)資源，可以有效解決資源簡單羅列、服務(wù)水平較低等問題，強(qiáng)調(diào)了辦事服務(wù)的針對性，提高了網(wǎng)站的服務(wù)效率和用戶的辦事效率，提升了用戶體驗。
Due to the provision of services is one of the three major functions of government websites, therefore, for the important matters work, cross level service and process more complicated service, also can be considered a scene of service navigation optimization design. From the user service requirements, service scene simulation, integration, the process of service resources, can effectively solve the resource simple list, service level is low, emphasized the service aim, improve the service efficiency and the user's work efficiency, and improve the user experience.
導(dǎo)航是網(wǎng)站中的重要組成部分，指示著用戶所在的位置，并指引著用戶的行動方向，用戶通過導(dǎo)航在網(wǎng)站上獲取各種資源信息。導(dǎo)航的清晰與否強(qiáng)烈地影響著用戶體驗。特別是對于政府網(wǎng)站而言，導(dǎo)航的優(yōu)化設(shè)計直接影響著網(wǎng)站服務(wù)的水平和質(zhì)量，影響政府網(wǎng)站服務(wù)功能的有效發(fā)揮。信息公開、辦事服務(wù)、政民互動是政府網(wǎng)站的功能定位，同時也是用戶訪問網(wǎng)站的主要原因。不同于商業(yè)網(wǎng)站，政府網(wǎng)站是大多數(shù)用戶獲取政務(wù)信息和進(jìn)行辦事服務(wù)的唯一渠道，導(dǎo)航的優(yōu)劣直接影響用戶對于政務(wù)信息獲取和在線辦事的效率?？梢姡瑢?dǎo)航的優(yōu)化設(shè)計與用戶的體驗有著密不可分的關(guān)系。
Navigation is an important part of Web site, indicating the location of the user, and directing the action direction of the user, the user through the navigation to obtain various resource information on the website. Navigational clarity strongly influence the user experience. Especially for the government website, optimization design of navigation directly affects the level and quality of service, effectively influence government website service function. Public information, service, political interaction between the people is the function orientation of the government website, the main reason is also the user visits the site. Different from the commercial website, government website is the only access to government information and services for most users, the navigation is directly influence the user efficiency for government information and online services. Visible, optimization design and user navigation experience are closely related.