基于用户体验的服务型政府网站群建设优化方案

随着经济的不断发展，人民生活水平的不断提高，用户在购买产品和服务时除了注重物质享受之外更注重体验这一精神享受。在国外，体验经济作为一种新的经济形式，已经渗透到了经济生活的方方面面，且正成为社会经济的新的增长点，其基本理论也为社会经济的各个领域提供了新的发展空间。那么我们会有个疑问，服务型政府网站建设需要注重用户体验吗？
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?

政府网站建立的初衷之一就是搭建电子政务公共服务的平台，接受社会大众的监督，以政府的权威性为公众提供各项服务。经过多年的发展，我国政府网站正处于由“内容导向”到“服务导向”过渡的发展阶段，“服务导向”阶段对政府网站的建设提出了更高的要求，这一阶段更加关注于网站服务质量的好坏，其特征主要集中在以下几个方面：
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，网站内容以针对用户需求提供个性化、人性化、专业化的服务为主；
Website content according to user needs to provide personalized, humanization, professional service;

二，网站建设以加强宣传，提高用户认知度和满意度为主；
Website construction to strengthen the publicity, improve the user perception and satisfaction;

三，网站管理以用户评议及绩效考核为主；其四，评价指标以用户认知度和满意度为主。简而言之，就是营销型网站建设以提升用户体验为目标，围绕用户需求，进行服务资源的整合和展现。从这一角度来看，政府网站所追求的社会效益最大化和企业产品服务所追求的经济效益最大化，都有赖于用户体验度的有效提升。而政府网站为非盈利性机构，他的目的更多的是为了增加用户访问浏览量，用户对网站的粘度，也就是忠诚度。让用户通过网站获得所需要的各种服务，促进政府网站为民服务功能的实现。
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.

构建基于用户体验的服务型政府网站基本框架，如下图：
 

基于用户体验的政府网站群建设优化策略有以下几个方面：
The user experience of government websites construction optimization strategies are based on the following aspects:

1.明确网站的定位和目标
Clear website localization and goal

政府网站优化的首要策略应将“以用户需求为中心，以提升用户体验为目标”作为服务型政府网站优化的基本导向和最终目标。
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.新技术的应用
The application of new technology

近年来，政府网站建设虽然取得了显著成效，但在新理念、新技术的应用方面相对比较保守，一定程度存在滞后，对当前新鲜的、主流的、用户热捧的技术应用不够。这里所指的新技术主要是指移动智能终端、智能咨询、智能搜索引擎、微博微信等。由于很多政府网站仍主要以传统的方式展现资源、提供服务，使得服务在人性化和交互性等方面，与热门商业网站相比，在用户体验方面存在较大差距，政府网站难以吸引用户使用。由于新技术有利于加强政府网站服务资源的内部关联、外部推广和用户参与，从而提高政府网站和用户之间的粘性，让更多的用户知道、使用、推广政府网站，逐渐发挥政府网站品牌效应。因此，新技术的理念和应用，应成为政府网站提升用户体验的主要措施和手段。比如，We7网站群系统除了支持拖拽自助建站之外，产品更以HTML5技术为基础，支持手机，PAD终端等移动互联。在云计算发展应用的大趋势下，更提出了We7.Cloud政府云门户解决方案。这些新技术的应用为构建服务型政府网站群系统提供了方向。
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.信息资源的梳理整合和规范化体系建设
Combing the integration and standardization of the system construction of information resources

“以用户为中心”的政府网站，应充分整合来自政府、公共机构、企事业、个人等多方面的资源，实现网站提供服务“五个化”，即：服务多元化、服务聚焦化、服务细分化、服务简明化和服务实用化，以使政府网站提供的服务更能切合用户的使用习惯和满足多样化的需求，从而促进网站用户体验度的提升。从这一角度来讲，信息资源的梳理整合和规范化建设不可或缺。
"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.导航服务的优化
Optimization of navigation service

由于提供办事服务是政府网站的三大功能之一，因此，对于重要事项的办事、跨层级的办事以及流程较为复杂的办事服务，还可以考虑进行场景式服务导航优化设计。从用户办事需求出发，模拟办事场景，一体化、流程化的整合办事服务资源，可以有效解决资源简单罗列、服务水平较低等问题，强调了办事服务的针对性，提高了网站的服务效率和用户的办事效率，提升了用户体验。
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.

导航是网站中的重要组成部分，指示着用户所在的位置，并指引着用户的行动方向，用户通过导航在网站上获取各种资源信息。导航的清晰与否强烈地影响着用户体验。特别是对于政府网站而言，导航的优化设计直接影响着网站服务的水平和质量，影响政府网站服务功能的有效发挥。信息公开、办事服务、政民互动是政府网站的功能定位，同时也是用户访问网站的主要原因。不同于商业网站，政府网站是大多数用户获取政务信息和进行办事服务的唯一渠道，导航的优劣直接影响用户对于政务信息获取和在线办事的效率。可见，导航的优化设计与用户的体验有着密不可分的关系。
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.