I had an experience recently that reminded me I needed to write about one of the big concepts that I use in developing my Social Media strategies.
The experience was a simple one – I need to get a passport after having had let it expire, and part of getting the passport means I need to get my birth certificate re-issued, because I have no idea where THAT is right now, either.
Ordering A Birth Certificate Online
These days, I live in Winnipeg, Manitoba, Canada. While I was looking at the passport information page, it had a link on it for where to go to get your birth certificate renewed, and of course it took me to the Manitoba birth certificates page. I noticed, before remembering I was actually born in Ontario and would need to go there, that Manitoba didn’t have an online method of requesting a re-issue of your birth certificate. “Due to privacy restrictions…” it said. Fill in this form, mail it in or drop it off (downtown, in the shitty parking area).
Imagine my surprise when I headed over to the Ontario government site and found that there were NO PROBLEMS in requesting a birth certificate renew online, and within 10 minutes of landing on the page, and after having answered a mess of questions about my family and birth, I had paid for my birth certificate re-issue and it was set to deliver to me within 5 business days.
Introducing The “3AM Jammy Test”
Those of you who have talked to me in person might have already heard about this concept I call the “3 AM Jammy Test”. It’s a big part of what I think about when I give clients advice about what content to put onto their site when they’re expanding or looking for ideas.
Simply put, the 3 AM Jammy Test puts the following question to your site: “If it were 3AM and I were in front of my computer in my pajamas, could I use your website to get the information I need, buy the product I’m looking for, or order the service I’m interested in, all without needing to get a hold of you to accomplish my task?“
Clearly, the Manitoba government’s site, when it comes to re-issuing birth certificates, FAILS the 3 AM Jammy Test. Clearly, the Ontario government’s site PASSES the 3 AM Jammy Test.
Does YOUR site pass the 3 AM Jammy Test?
PS: I’m glad I was born in Ontario!
