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Martin Jordan

Lead Service Designer

Government Digital Service

@Martin_Jordan
Designing

for a better

citizen experience
The Government Digital Service

is part of the Cabinet Office.

Our job is digital transformation

of government.
GDS@Mart...
GDS@Martin_Jordan
The best startup in Europe we can’t invest in”
– Saul Klein, Partner at Index Ventures about GDS in The Guardian
GDS@Marti...
GDS@Martin_Jordan
We’re a centre of excellence in digital,
technology and data, collaborating with
departments to help them with their own
t...
GDS@Martin_Jordan
We work with them to build platforms,
standards, and digital services.
GDS@Martin_Jordan
GDS@Martin_Jordan
We always start with user needs.

We are agile. We work to a set of Design
Principles that guide us in everything we do.
G...
GDS@Martin_Jordan
Martha Lane-Fox Francis Maude
Martha

Lane

Fox
Francis

Maude
GDS@Martin_Jordan
Revolution not evolution”
GDS@Martin_Jordan
“
There has been a reinvention of the Internet
and the behaviour of users in the last few years.
Digital services are now mo...
GDS@Martin_Jordan
1. Create GDS
2. Fix publishing
3. Fix transactions
4. Go wholesale
GDS@Martin_Jordan
1. Create GDS
2. Fix publishing
3. Fix transactions

4. Go wholesale
What do we mean

by service?
Digital services,
not websites
GDS@Martin_Jordan
A service is something that helps someone

to do something
GDS@Martin_Jordan
Most of government is mostly service design

most of the time”
– Matt Edgar
GDS@Martin_Jordan
“
80% of the cost of government
is spent on services
GDS@Martin_Jordan
Hence, we have a different take on service
design than the private sector might have
GDS@Martin_Jordan
The deliverable is not a blueprint,
the deliverable is the service itself
GDS@Martin_Jordan
No arguing with people who sell concepts,

but people who are building the thing
And listening to those using it
GDS@Marti...
The challenge is to meet the demand in
government, not to sell it in”
– Francis Maude, Minister for the Cabinet Office
GDS...
Designers code, consider the business case
and dig into policy.
GDS@Martin_Jordan
Who is designing
what?
Illustrated with a public service example
GDS@Martin_Jordan
(Not a GDS project)
GDS@Martin_Jordan
Service
GDS@Martin_Jordan
Designers at GDS:

Graphic designers
Interaction designers
Content designers
Service designers
GDS@Martin_Jordan
Graphic

design
GDS@Martin_Jordan
Graphic designer:

How to communicate the thing

so people get it?
GDS@Martin_Jordan
Interaction

design
GDS@Martin_Jordan
Interaction designer:

How does the thing behave

so people can use it?
GDS@Martin_Jordan
Content

design
GDS@Martin_Jordan
Content designer:

What does the thing say

so people will understand it?
GDS@Martin_Jordan
Service

design
GDS@Martin_Jordan
Service designer:

What is the thing people might need

in order to achieve their goal?
GDS@Martin_Jordan
Service backends
GDS@Martin_Jordan
On another note:

Products and services
GDS@Martin_Jordan
Product
GDS@Martin_Jordan
Product
features
GDS@Martin_Jordan
Design for good user experience is a team effort
– with many influencing factors out of reach
GDS@Martin_Jordan
User

experience
GDS@Martin_Jordan
GDS@Martin_Jordan
More on the different types of design in Government:
http://designnotes.blog.gov.uk/2016/04/22/the-diffe...
GDS@Martin_Jordan
How do we work?
GDS@Martin_Jordan
GDS@Martin_Jordan
GDS@Martin_Jordan
GDS@Martin_Jordan
GDS@Martin_Jordan
Eg
Register to vote
Book prison visit
View driving licence
Find an apprenticeship

…
GDS@Martin_Jordan
Digital public services that are so good,
people prefer to use them
GDS@Martin_Jordan
GDS@Martin_Jordan
GDS@Martin_Jordan
GDS@Martin_Jordan
GDS@Martin_Jordan
Pareto principle doesn’t (really) apply in gov
GDS@Martin_Jordan
We have to serve and design for 100% of the
people – so we have to make sure accessibility
is baked in
GDS@Martin_Jordan
GDS@Martin_Jordan
What’s next?
Service design is the next challenge

in government
GDS@Martin_Jordan
GDS@Martin_Jordan
GDS@Martin_Jordan
GDS@Martin_Jordan
GDS@Martin_Jordan
Meanwhile

elsewhere
What is your experience
with digital public services in your country?
GDS@Martin_Jordan
GDS@Martin_Jordan
GDS
The vision of e-government is to enable
information and communication processes,
and transactions between politics,
ad...
Who likes to give

it a try?
Exercise
GDS@Martin_Jordan
GDS@Martin_Jordan
Map the ideal flow for one of the following
transactional services:

• Check penalty points as a driver

• Renew passport
...
GDS@Martin_Jordan
Before
Ideal citizen journey
During› › After
Check penalty points as a driver
Renew passport
Get fishing...
Wrap-up
1. Put users first – at all times, all together
2. Be as open as possible, it makes things better
3. Do the hard work to m...
GDS@Martin_Jordan
Thanks!



Martin Jordan

@Martin_Jordan
Designing for a better citizen experience / UX Camp Europe 2016
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Designing for a better citizen experience / UX Camp Europe 2016

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Presentation slides from UX Camp Europe 2016 — a report on how design in UK Gov developed, how designers work and why there are 400 designers, but no one being a UX designer.

Published in: Government & Nonprofit
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Designing for a better citizen experience / UX Camp Europe 2016

  1. 1. Martin Jordan
 Lead Service Designer
 Government Digital Service
 @Martin_Jordan
  2. 2. Designing
 for a better
 citizen experience
  3. 3. The Government Digital Service
 is part of the Cabinet Office.
 Our job is digital transformation
 of government. GDS@Martin_Jordan
  4. 4. GDS@Martin_Jordan
  5. 5. The best startup in Europe we can’t invest in” – Saul Klein, Partner at Index Ventures about GDS in The Guardian GDS@Martin_Jordan “
  6. 6. GDS@Martin_Jordan
  7. 7. We’re a centre of excellence in digital, technology and data, collaborating with departments to help them with their own transformation. GDS@Martin_Jordan
  8. 8. GDS@Martin_Jordan
  9. 9. We work with them to build platforms, standards, and digital services. GDS@Martin_Jordan
  10. 10. GDS@Martin_Jordan
  11. 11. We always start with user needs.
 We are agile. We work to a set of Design Principles that guide us in everything we do. GDS@Martin_Jordan
  12. 12. GDS@Martin_Jordan
  13. 13. Martha Lane-Fox Francis Maude Martha Lane Fox Francis
 Maude GDS@Martin_Jordan
  14. 14. Revolution not evolution” GDS@Martin_Jordan “
  15. 15. There has been a reinvention of the Internet and the behaviour of users in the last few years. Digital services are now more agile, open and cheaper. To take advantage of these changes, government needs to move to a ‘service culture’, putting the needs of citizens ahead of those of departments. ” GDS@Martin_Jordan “
  16. 16. GDS@Martin_Jordan 1. Create GDS 2. Fix publishing 3. Fix transactions 4. Go wholesale
  17. 17. GDS@Martin_Jordan 1. Create GDS 2. Fix publishing 3. Fix transactions 4. Go wholesale
  18. 18. What do we mean
 by service?
  19. 19. Digital services, not websites GDS@Martin_Jordan
  20. 20. A service is something that helps someone
 to do something GDS@Martin_Jordan
  21. 21. Most of government is mostly service design
 most of the time” – Matt Edgar GDS@Martin_Jordan “
  22. 22. 80% of the cost of government is spent on services GDS@Martin_Jordan
  23. 23. Hence, we have a different take on service design than the private sector might have GDS@Martin_Jordan
  24. 24. The deliverable is not a blueprint, the deliverable is the service itself GDS@Martin_Jordan
  25. 25. No arguing with people who sell concepts,
 but people who are building the thing And listening to those using it GDS@Martin_Jordan
  26. 26. The challenge is to meet the demand in government, not to sell it in” – Francis Maude, Minister for the Cabinet Office GDS@Martin_Jordan “
  27. 27. Designers code, consider the business case and dig into policy. GDS@Martin_Jordan
  28. 28. Who is designing what?
  29. 29. Illustrated with a public service example GDS@Martin_Jordan
  30. 30. (Not a GDS project) GDS@Martin_Jordan
  31. 31. Service GDS@Martin_Jordan
  32. 32. Designers at GDS: Graphic designers Interaction designers Content designers Service designers GDS@Martin_Jordan
  33. 33. Graphic design GDS@Martin_Jordan
  34. 34. Graphic designer: How to communicate the thing
 so people get it? GDS@Martin_Jordan
  35. 35. Interaction design GDS@Martin_Jordan
  36. 36. Interaction designer: How does the thing behave
 so people can use it? GDS@Martin_Jordan
  37. 37. Content design GDS@Martin_Jordan
  38. 38. Content designer: What does the thing say
 so people will understand it? GDS@Martin_Jordan
  39. 39. Service design GDS@Martin_Jordan
  40. 40. Service designer: What is the thing people might need
 in order to achieve their goal? GDS@Martin_Jordan
  41. 41. Service backends GDS@Martin_Jordan
  42. 42. On another note: Products and services GDS@Martin_Jordan
  43. 43. Product GDS@Martin_Jordan
  44. 44. Product features GDS@Martin_Jordan
  45. 45. Design for good user experience is a team effort – with many influencing factors out of reach GDS@Martin_Jordan
  46. 46. User experience GDS@Martin_Jordan
  47. 47. GDS@Martin_Jordan More on the different types of design in Government: http://designnotes.blog.gov.uk/2016/04/22/the-different-types-of-design-in-government
  48. 48. GDS@Martin_Jordan
  49. 49. How do we work?
  50. 50. GDS@Martin_Jordan
  51. 51. GDS@Martin_Jordan
  52. 52. GDS@Martin_Jordan
  53. 53. GDS@Martin_Jordan
  54. 54. GDS@Martin_Jordan
  55. 55. Eg Register to vote Book prison visit View driving licence Find an apprenticeship
 … GDS@Martin_Jordan
  56. 56. Digital public services that are so good, people prefer to use them GDS@Martin_Jordan
  57. 57. GDS@Martin_Jordan
  58. 58. GDS@Martin_Jordan
  59. 59. GDS@Martin_Jordan
  60. 60. GDS@Martin_Jordan
  61. 61. Pareto principle doesn’t (really) apply in gov GDS@Martin_Jordan
  62. 62. We have to serve and design for 100% of the people – so we have to make sure accessibility is baked in GDS@Martin_Jordan
  63. 63. GDS@Martin_Jordan
  64. 64. What’s next?
  65. 65. Service design is the next challenge
 in government GDS@Martin_Jordan
  66. 66. GDS@Martin_Jordan
  67. 67. GDS@Martin_Jordan
  68. 68. GDS@Martin_Jordan
  69. 69. GDS@Martin_Jordan
  70. 70. Meanwhile elsewhere
  71. 71. What is your experience with digital public services in your country? GDS@Martin_Jordan
  72. 72. GDS@Martin_Jordan
  73. 73. GDS The vision of e-government is to enable information and communication processes, and transactions between politics, administration, citizens and businesses at any place, any time and through any medium – and to be fast, simple, safe and cheap.” – Digitale Agenda 2020, German government @Martin_Jordan “
  74. 74. Who likes to give it a try?
  75. 75. Exercise GDS@Martin_Jordan
  76. 76. GDS@Martin_Jordan
  77. 77. Map the ideal flow for one of the following transactional services: • Check penalty points as a driver
 • Renew passport
 • Get fishing licence • Check child benefits GDS@Martin_Jordan
  78. 78. GDS@Martin_Jordan Before Ideal citizen journey During› › After Check penalty points as a driver Renew passport Get fishing licence Check child benefitsX
  79. 79. Wrap-up
  80. 80. 1. Put users first – at all times, all together 2. Be as open as possible, it makes things better 3. Do the hard work to make it simple GDS@Martin_Jordan
  81. 81. GDS@Martin_Jordan
  82. 82. Thanks!
 
 Martin Jordan
 @Martin_Jordan

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