6. OK but we’re Civil Servants, why do we need to
become digital?
• key enabler for Civil Service reform/new ways of working
• easier – cuts down red tape
• more enjoyable – more collaborative
• reduces risk – more evidence the thing will work
• lifeblood of organisations that have embraced it
think Twitter, Netflix, Amazon, Google, eBay, Apple, Uber, Air B&B
• sounded the death knell to those that haven’t
think Kodak, Blockbuster, Borders, Nokia
7. In government digital is governed by a service
standard known as digital-by-default
The aim of the service standard is to deliver:
Digital services that are so straightforward and convenient
that all those who can use them will choose to do so whilst
those who can’t are not excluded.
8. Digital asks us to consider
everything as a service wrapped
around users needs
9. Building a service starts with user needs
So how should we capture those?
10. “If you want to know what users need,
the last thing you should do is ask them”
Professor Peter Ayton
Associate Dean Research and
Deputy Dean Social Sciences,
City University