Web Redesign: Inspector General of the Interior

Here are seven questions and answers to redesigning the website for the Inspector General of the U.S. Dept of the Interior.

It needs a face lift...badly.

1. Who is our target audience (hint: Don't try to be all things to all people)


1st - Media and Congress are the main focus.

2nd- Still, the general public, taxpayers are the ultimate reach. By pushing the newly designed IG website to the media and Congress, it is hoped that the work accomplished by the IG of the Interior will be reported more often.

2. What is the competitive landscape? (hint: Sites that do it well)

GAO does it better. Their IG webpage is under their main homepage. They have well- defined lists of recent reports. Also, GAO has presence on Twitter. There are also links designated for Congress and Media.

3. How do we differentiate ourselves? (hint: Secret sauce)

The mission of the redesign is to showcase the office's reports and investigations within a multimedia framework.

Pictures and video material will be attached to the reports. Katy has indicated that the office already uses photos and video in its investigations. However, these materials are not being put on the web at the moment. We will put these element on the website.

The website will be more interactive with a map of the US highlighting "high profile" investigations by the office. There will be a small map icon on the main front page that would lead to a full page featuring the interactive map.

4. How do we create our site? (hint: Staff and schedule)

Designate two core web editors who write brief summaries of the reports. They will also populate and organize the website.

Public Relations person will Twitter information about the latest reports.

IT person will execute the act of putting new items on the website.

Katy has said there is an independent contractor already hired to redesign the site. This contractor will create the web template that others can implement.

5. How do we get our content? (hint: Pre-built, manual, automatic, updated)

Content will be collected from the office's investigations, audits, evaluations, inspections and assessments.

Many of these, already conducted by IG employees, have video and still pictures as part of their reports. These investigators already are use to doing two versions of their reports – a "redacted" version and one for internal files.

The website will use the "redacted" version of the reports.

6. How do we market our site? (hint: Spread the word)

A. Get a list of media outlets and have PR person send e-mail alerts on the latest IG office reports. Send out weekly press releases highlighting any visuals.

The PR person will send an email with two web links:
1. the web link related to the specific topic relevant to the media contact.
2. the main website address

B. Twitter, Facebook, YouTube will be utilized in a similar fashion to the GAO office.

C. Katy says there is an existing campaign marketing the IG Interior's complaint hotline. The campaign will be updated to include the website address.

D. Link our website to www.recovery.gov. And include our website on www.recovery.gov's site.

E. Change the website address to InteriorIG.gov – easier to market than the current: http://www.doioig.com/ – (dept of interior office of inspector general).

7. How do we sustain the site? (hint: Show me the $$$)

Funds would be doled out via Federal appropriations and employees already on the payroll. President Obama has said he wants to make the federal government more transparent and interactive on the web. Revamping this website would be at par with the President's mission.

What I've Learned About Hatching The Idea

So after listening to Cynthia Farrar, creator of PurpleStates.tv, I have gathered some conclusions about the elevator pitch.

I think the biggest thing I've taken away from the presentation is that you have to gather people who can generate momentum, excitement and the know-how to get the idea off the ground in a specific window of time. I think generally, that window of time is rather SMALL. So you have to work quickly.

I think if you let the idea brew for too long, there will be ample amount of people who would have the time to bring up criticism and drawbacks related to the idea. This will significantly impact the idea's prospects of becoming a reality. Don't let them knock down the idea even if it IS a "straw man" at this beginning stage.

So, I take to heart that with any idea, one must find supporters and those who "get it" as soon as possible. These people's belief in the idea will help keep discouragement at bay and be a motivator for the creator.

Oh....and here is my "Spoons" elevator pitch:

"Spoons" is a site offering fun ways to cook simple meals designed for the novice cook. Cooks at the beginner's level are often intimidated and don't know where to start honing their skills. This website will offer simple how-to videos and easy recipes. Moreover, the website will provide a meeting place for all culinary lovers. People will build a network of their own culinary friends to share recipes, advice and pictures about their experiences in the kitchen.

What makes the website stand out is that all the recipes incorporate the use of a set of color-coded measuring utensils. These utensils may be ordered and given out for free in the first year of of the website's launch. Kitchen ware companies may sponsor these spoons.

There's a saying that to understand another person, one must "break bread" with him or her. Well, with "Spoons," each person lands a spot at the virtual dinner table.