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Championing great design to improve lives | Daniel Letts | November 2014

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Presentation on the Design Council and design as a framework to innovate. Presented by by Daniel Letts, Design Associate at the Design Council, at the Service Design Discovery Day on 20 November 2014 in Warwick.

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Championing great design to improve lives | Daniel Letts | November 2014

  1. 1. DCLG Warwick Daniel Letts, Design Associate Design Council 20 November 2014
  2. 2. Championing great design to improve lives
  3. 3. ‘to promote by all practicable means the improvement of design in the products of British industry’ - 1944
  4. 4. The Design Council today Design Commission Restarting Britain (2013) report states: “The challenge for the coming decade is how best to ensure that public services are reformed swiftly to meet 21st century needs at a cost that taxpayers can sustainably afford. We believe significant rewards- in terms of maximising policy effectiveness and lowering overall costs – could be reaped by the public sector taking a proactive, deliberate and professional approach to ‘designing’ what it does for its citizens.”
  5. 5. Design Council
  6. 6. Design as a Framework to Innovate
  7. 7. Design?
  8. 8. The popular conception of design vs. all other concepts Eli Blevis, 2006 Decorvation All other concepts v
  9. 9. Our Approach Design as a Framework to Innovate
  10. 10. Innovating through design Deliver Solutions which work Develop Potential solutions
  11. 11. Innovating through design Deliver Solutions which work Develop Potential solutions Define The area to focus upon Discover Insight into the problem
  12. 12. Innovating through design Deliver Solutions which work Develop Potential solutions Define The area to focus upon Discover Insight into the problem Being people centred Being visual Being collaborative & iterative
  13. 13. Innovating through design Deliver Solutions which work Develop Potential solutions Define The area to focus upon Discover Insight into the problem Being people centred
  14. 14. Observation
  15. 15. Observation
  16. 16. Observation
  17. 17. Observation
  18. 18. Why be people centred? • Don’t create ideas in a vacuum. • Seek to understand people’s needs…. by spending time with them. • Observing people and their environments up close can reveal fresh opportunities to innovate.
  19. 19. Innovating through design Deliver Solutions which work Develop Potential solutions Define The area to focus upon Discover Insight into the problem Being people centred Being visual
  20. 20. What’s this? Quadruped. Graminivorous, forty teeth, namely twenty-four grinders, four eye-teeth, and twelve incisive. Sheds coat in the spring; in marshy countries, sheds hoofs, too. Hoofs hard, but requiring to be shod with iron. Age known by marks in mouth” “ Charles Dickens – Hard Times
  21. 21. How many 0s are there? 3 8 2 8 5 4 2 1 6 3 7 5 7 9 3 4 0 8 0 5 6 8 2 1 3 0 2 7 9 4 0 7 2 1 7 0 6 3 9 5 8 2 0 6 4 1 0 2 7 5 6 2 8 0 9 9 3 0 9 7 2 8 4 1 0 6 3 9 6 0 1 8 2 3 0 9 5 7 1 9 2 4 0 6 0 8 2 7 3 8 2 8 5 4 2 1 6 3 7
  22. 22. How many 0s are there? 3 8 2 8 5 4 2 1 6 3 7 5 7 9 3 4 0 8 0 5 6 8 2 1 3 0 2 7 9 4 0 7 2 1 7 0 6 3 9 5 8 2 0 6 4 1 0 2 7 5 6 2 8 0 9 9 3 0 9 7 2 8 4 1 0 6 3 9 6 0 1 8 2 3 0 9 5 7 1 9 2 4 0 6 0 8 2 7 3 8 2 8 5 4 2 1 6 3 7
  23. 23. Conversations
  24. 24. Information
  25. 25. “ The customer insights we captured through the design techniques achieved more than a thousand words ever could.” Lindsey Craig, Project Team, Lewisham Housing Options Centre
  26. 26. Customer journey mapping
  27. 27. Why visualise? • Working visually makes things simpler. • Making things simpler aids communication. • Communication is key to developing ideas and innovating quicker and more successfully.
  28. 28. Innovating through design Deliver Solutions which work Develop Potential solutions Define The area to focus upon Discover Insight into the problem Being people centred Being visual Being collaborative & iterative
  29. 29. Products
  30. 30. Prototyping products
  31. 31. Communications Different levels of detail in prototyping
  32. 32. Prototyping spaces
  33. 33. Prototyping spaces & services
  34. 34. Prototyping Manage risk by trying things out quickly and cheaply.
  35. 35. Why collaborate & iterate through prototyping? • Testing an idea early helps manage risk. • Quick and cheap mock-ups provide early feedback and can save money. • Almost anything can be prototyped to test thinking before bigger investments are made • Encourages ‘smart’ failure.
  36. 36. Innovating through design Deliver Solutions which work Develop Potential solutions Define The area to focus upon Discover Insight into the problem Being people centred Being visual Being collaborative & iterative
  37. 37. Service Design and that happen over time.” “ Design for experiences that reach people through many different touch-points,
  38. 38. Service Design • Holistic & end-to-end • Channel & touchpoint agnostic • Cross silo & business ready
  39. 39. Service Design Delivering great customer experiences increases revenues, drives loyalty, and reduces the cost to serve.
  40. 40. Service Design
  41. 41. Service Design
  42. 42. Service Design
  43. 43. Service Design
  44. 44. Service Design
  45. 45. Blueprint AWARE JOIN USE DEVELOP LEAVE Face to Face Online Mobile Print Call centre
  46. 46. Blueprint AWARE JOIN USE DEVELOP LEAVE Face to Face Online Mobile Print Call centre 3rd party
  47. 47. Blueprint AWARE JOIN USE DEVELOP LEAVE Face to Face Online Mobile Print Call centre 3rd party FRONT STAGE
  48. 48. AWARE JOIN USE DEVELOP LEAVE Face to Face Online Mobile Print Call centre 3rd party BACKSTAGE FRONT STAGE
  49. 49. AWARE JOIN USE DEVELOP LEAVE Face to Face Online Mobile Print Call centre 3rd party BACKSTAGE FRONT STAGE Operations Tech/IT 3rd party
  50. 50. Blueprint
  51. 51. Blueprint
  52. 52. Customer journey map
  53. 53. Customer journey map
  54. 54. Risk management £1 - £10 - £100 For every £1 spent solving a problem in design stage, it costs £10 to tackle in development and £100 to rectify after launch.
  55. 55. Design Council support Sustained design coaching for teams around a service or organisational challenge : • Coaching with a team for 6-9 months, to frame a challenge, identify solutions and embed new ways of working • Match funded by the Department for Business, Innovation and Skills • More than 30 public bodies coached to date • Issues include hospital pharmacy and homelessness services designcouncil.org.uk/our-services/service-transformation
  56. 56. Thank you for further information at: www.designcouncil.org.uk/leadership leadership@designcouncil.org.uk 020 7420 5275

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