What ‘Top Tasks’ means for your intranet

What matters most to the organisation often matters least to the customer


Top tasks are what matters most to your customers or content consumers. By identifying and continuously improving top tasks you will deliver a better customer experience and increased organisational value.

A new e-book by Gerry McGovern aims to help guide organisations to improve the user experience by reducing information in order to keep things simple for the consumer.

“The truth is that organisations love complexity, verbosity, and glut. Giving a website to an organisation is like giving a pub to an alcoholic. Every hour is Happy Hour as they publish, publish, publish. Designing apps is pretty much the same, as ‘featuritis’ spreads rapidly. Typically, when organizations delete up to 90 per cent of what they have, everything begins to work much better. Yeah, I’m serious. Totally, totally serious.” says Gerry McGovern

  • The Norwegian Cancer Society reduced their website size from 4,000 down to 1,000 pages. Donations and satisfaction rose substantially as a result.
  • Liverpool City went from 4,000 pages to 700 and saw lots of positive results.
  • Telenor Norway went from 4,000 to 500 pages. Sales and customer satisfaction went up. Customer support inquiries went down.
  • The UK National Trust reduced their web presence from 50,000 to 9,000.
  • The U.S Department of Health deleted 150,000 out of 200,000 pages. Nobody noticed.

“What? Why? Because organizations excel at creating vast quantities of useless stuff. What matters most to the organization often matters least to the customer. In a great many organizations we have worked for we have found an inverse relationship between the importance of something to customers and the amount of effort the organization was putting into it. Crazy, isn’t it? But I’m sure you know what I’m talking about.”

This may ring familiar with many company intranets, platforms and apps – that suffer from information overload – would anybody notice if 100s of pages were deleted? The book offers invaluable insight into anybody responsible for communicating with employees or consumers.


We are offering the first 20 smilelondon attendees who use the discount code ‘TopTasks’ a free copy of Gerry McGovern’s book Top Tasks: A how-to-guide by using the code you will also receive a third-off the conference ticket price! Click here to book your place and we’ll send you a copy of your e-book.