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Embedding service design and product thinking at Cancer Research UK | Heads of Digital | 5 February 2019


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Snezh Halacheva, service designer and Anne Bienia, head of product, CRUK Technology, Cancer Research UK

Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do:

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Embedding service design and product thinking at Cancer Research UK | Heads of Digital | 5 February 2019

  1. 1. Embedding Service Design and Product Thinking at Cancer Research UK Snezh Halacheva @VassiAva Anne Bienia @annebienia 5 February 2019
  2. 2. In today’s session • Our vision for Technology at Cancer Research UK • How we do Product • Digital devolution through the Hub and Spoke model – a case study • What’s next?
  3. 3. Our vision Our vision is to make Cancer Research UK the most adaptive, resilient and innovative organisation it can be. We’ll help CRUK transform its technology, embrace new ways of working and maximise its impact, accelerating our progress towards 3 in 4.
  4. 4. Our design principles • We focus on outcomes, not outputs • We treat our data as a critical asset, and make decisions based on evidence • We partner with the people in the charity who use our services, encouraging co-creation and empowerment • We disagree without being disagreeable • We start small and develop iteratively towards our goals • We always think about delivery end-to-end • We don’t rest on our laurels • We work ethically, honestly and deliver things that act in our users’ best interests • We work in the open​
  5. 5. The Hub and Spoke model • 2015 - the Hub & Spoke model was put in place with the aim of transferring ownership, knowledge and skills out of digital and into other teams across the charity (Fundraising & Marketing, Philanthropy & Partnerships, Research & Innovation, Policy & Information) • How does it work? • The Digital (Technology) team are not a service provider, we are a partner • Bring the right people together – be clear about roles and responsibilities • Co-create a vision and agree ways of working (lean and agile) • Agree an upskilling plan • Follow a design process (but allow room for flexibility) Business Owner + Proposition Manager Other team members from the Hub (Developers, UX, Search, etc.) Business owner colleagues Upskill Deliver outcome
  6. 6. Products underpin this model • Building blocks to make user experiences real • Give Cancer Research UK teams ability to self-serve • A combination of things we've bought and built ourselves Online Fundraising Marketing Platforms Ecommerce Websites
  7. 7. The product mindset • Balancing the needs of users and the charity with what is technically possible • Strategic ownership and continuous improvement USERS How do we meet their needs? BUSINESS How do we create value? TECHNOLOGY How do we build it? Product managers
  8. 8. The Free Wills Service spoke The vision To fully understand and validate the needs and pain points of key users of the Free Wills Service (solicitors, supporters and CRUK teams) so that we can improve their user experience. The team • Service Designer • Business Owner (and a few key stakeholders) from the Legacies team • User Experience Designer • Content Strategist • Digital Producer • Agile Delivery Manager • Insights & Reporting Analyst
  9. 9. The Free Wills Service spoke The design process
  10. 10. The Free Wills Service spoke The experiment Our riskiest assumption: Solicitors would use the online form over the current paper submission process. How do we put this assumption to the test? • Run a 'Wizard of Oz' type test • Set clear experiment fail condition(s) and success criteria ahead of running the experiment
  11. 11. The Free Wills Service spoke The results The experiment failed – but that's not a bad thing! • We learnt a lot about our users • We’re not looking to invest more time and money in developing an online form for solicitors at present • We're doing follow-up interviews with solicitors to gain deeper insight following the experiment • The Legacies team are putting their new skills to practice
  12. 12. What’s next? • How do we take digital devolution further and make it sustainable? • How do we create a unified approach towards digital devolution across Technology? • What is the relationship between Service Design, User Experience and Product? • What are the type of problems that Service Design would help CRUK to solve?
  13. 13. Stay in touch and find out more about our work • Our Technology blog: • Follow us on Twitter: @VassiAva @annebienia • Other case studies: MMKKDiMDaLzu_EPfZCW (Creating an Environment for Change, Connie van Zanten & Arif Bobat)
  14. 14. Group discussion questions • What techniques can we use to shift organisational ways of working to a more digital approach? • How can we apply the test and learn approach to fundraising products or service delivery? • How can we be user-driven on small budgets? • How can we engage stakeholders in the new product development process without holding up progress? • How can we encourage organisations to take a ‘lean’ approach to new product development?
  15. 15. Taking a digital approach to new product development and service design Sponsored by 5 February 2019 Heads of Digital London #charitydigital
  16. 16. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: