Core Digital Channel Team Roles
In order to build a successful web channel, the right team needs to be in place. A core team will give overall leadership in providing web resources, and project teams will be formed to address specific projects. Teams will be multidisciplinary, meet regularly, work together iteratively and focus on user-centered solutions.
The core team will provide a coordinating bridge between IT, Communications and City business and service areas. They will seek to bring the needs of customer experience to the formation of a digital strategy with appropriate information architecture that results in well designed and responsive web experience for all users.
To fulfill this mandate there are several roles that the core team needs to provide. These roles may be scaled so they can be addressed by only a few individuals, or expanded with more than one expert addressing the role if the organization is large:
- Digital Team Champion
- Leading in practices of excellence for the digital channel
- Coordinating, advocating, connecting City departments to focus customers on digital as a first line of service – connecting with IT, Communications, City Business Divisions and other parts of the organization as needed
- Digital strategy
- An understanding of how to use technology to align user and service needs that have been identified
- Lead City departments to effective user-centered Service Design
- User Experience design
- Expertise in developing and carrying out research on user needs
- Framing digital delivery systems with a focus on customers
- Analytics and feedback
- Developing and monitoring KPIs for digital deliverables
- Seeking and monitoring customer feedback
- Information Architecture
- Thinking broadly about integrating information systems, structure and policy
- Clear understanding of web navigation and taxonomy
- Content strategy/design
- Designing a content strategy that fits the needs of the organization
- Training and support for front line content authors
- Prototype expertise
- Interface with front end developers to model ideas and create prototypes as needed
- Link with the Developer team