Four weeks ago in mid-September, we released the new school application form for live applications. Its release was a milestone for Digital First. It’s the first product we’ve made that has completely replaced another.
We built it in response to feedback we were getting from customers. They were telling us that the existing application portal was hard to use. One bugbear was that you had to supply your council tax account number. The schools admissions team needed it to confirm that you live at your address. Few people know this off the top of their head, so it was definitely an inconvenience.
After working out the user needs, we sat down and made a rough prototype in an afternoon. At first, we felt it would be easy to build. But the more we developed it, the more it became clear that it was far more complicated.
To make matters worse, extra requirements emerged that were essential. This forced us to rebuild everything at a very late stage. The whole team worked flat out to hit the deadline. It went to the wire, but we pulled it off. It was a true collaborative effort to get it live.
To date, the new form has been a real success. The council receives around 8000 school applications a year. So far, over 1100 customers have made an application using the form, with no major issues reported.
We’ve received lots of positive feedback and this is unusual. Usually, the council only hears from customers when there are problems. When you don’t hear anything, it’s usually a sign that everything is working well; no news is good news. So, for people to go out of their way to provide positive feedback shows we must be doing something right.
One of the questions in the feedback form is ‘How could we improve the new website for you?’. A customer who fed back said ‘It’s already perfect’ and that a friend had recommended the form to them. When it comes to feedback, it doesn’t get any better than this. The improved form gives a significantly improved customer experience, which is exactly what we are trying to do.
There’s one thing that tops it though. Customers don’t need to tell us their council tax account number anymore. This is all done in the form which cross-checks automatically. Just this feature alone saves the service around three months of one officer’s time. It’s a win for our users and our service.