We have found that most people have a number of basic purposes for coming to the website. First of all, they have a service that they need to get done, they want to register this, or they want to do this, they want to do that. We tried it through the 301 self-service part of our website, to ask what was their request, what did they need--very simple.
Other people come because they need information. They want to find out about something happening in their community that is coming up. What we are working toward is a “My Toronto” capability, where everything you're interested in, you are always interested in, and when you go back in it's always there.
The third reason people are interested is that they want to be involved, as we said earlier, in their local government. They want to take part. They want to be involved in some of the decision-making and so on, and they want that to be in an interactive way, and as we said earlier, they want to see that their input made a difference. So the website that we're rapidly moving toward is organized in an easy-to-access point from that perspective and from the whole navigation perspective. What we did, believe it or not, is we went out to the libraries. We went out to donut shops. We went out to the guy in the street and we asked what he thought of the website. After a lot of noise we said, “Thank you very much”, and then we said, “Put your comments online.” We opened up a Web 2.0 perspective. We got lots of input, so we started evolving and making the website better.
We still have some work to do. We also have 50,000 static web pages to then bring into a dynamic content. We are actually working on that with some advanced tools in our business areas, and they are going to start putting the data in themselves versus having to go through communications people, which means it will be much faster to get relevant, up-to-date data. So together, the new tools and a better organized website itself, based on those three basic uses and listening to people on how to improve access, are helping to make navigation better and information on that website more relevant for their use.