David DinsdaleE-Government ProductDirectorAtos
From Good to Greatin digital servicesDavid Dinsdalee-Government Product Director8th Dec 2011
14/12/2011Agenda                      David Dinsdale▶ Search▶ User centred design                        3
14/12/2011    David Dinsdale4
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14/12/2011Online search                                                    David DinsdaleWhat does great look like?Key les...
14/12/2011User centred design                                         David Dinsdale▶ What are the best ways (methodologie...
14/12/2011Stage Gate international                                David Dinsdale     ‘Ideation for Product Innovation, wha...
14/12/2011Let’s design the My Car product                               David DinsdaleMy Car product▶ MOT - reminds me whe...
14/12/2011User centred design                                              David Dinsdale▶ Product designers know how to d...
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Breakout 1 digital public services - david dinsdale

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Breakout 1 digital public services - david dinsdale

  1. 1. David DinsdaleE-Government ProductDirectorAtos
  2. 2. From Good to Greatin digital servicesDavid Dinsdalee-Government Product Director8th Dec 2011
  3. 3. 14/12/2011Agenda David Dinsdale▶ Search▶ User centred design 3
  4. 4. 14/12/2011 David Dinsdale4
  5. 5. 14/12/2011 David Dinsdale5
  6. 6. 14/12/2011 David Dinsdale6
  7. 7. 14/12/2011 David Dinsdale7
  8. 8. 14/12/2011 David Dinsdale8
  9. 9. 14/12/2011 David Dinsdale9
  10. 10. 14/12/2011 David Dinsdale10
  11. 11. 14/12/2011Online search David DinsdaleWhat does great look like?Key lessonsSearch is a business issue not a technical issue.Searching for information and searching to do things need managing separately.Every online service needs a person with job title Taxonomy Manager.As you fill your web site up, your customer journeys will deteriorate.Customer journey – may span your organisational boundaries. Not my problem unlikely to be helpful e.g. a recommendation to phone someone. 11
  12. 12. 14/12/2011User centred design David Dinsdale▶ What are the best ways (methodologies) for designing new products?▶ External idea contest▶ Internal idea contest▶ Disruptive technologies▶ Focus groups▶ Customer brainstorming 12
  13. 13. 14/12/2011Stage Gate international David Dinsdale ‘Ideation for Product Innovation, what are the best methods?’ (http://www.stage-gate.com/knowledge.php) 13
  14. 14. 14/12/2011Let’s design the My Car product David DinsdaleMy Car product▶ MOT - reminds me when my MOT is due, sends me contact details of who I did it with last time and offers of cheaper people this time.▶ Insurance – reminds me a month in advance and sends me special offers at that time so I can change if I want.▶ Car tax - allows me to pay by direct debit▶ Fuel – has a ‘cheapest petrol near me’ app that shows petrol prices on a map within 5 miles of my current location. 14
  15. 15. 14/12/2011User centred design David Dinsdale▶ Product designers know how to do it, programmers rarely do.▶ ‘Voice of the Customer’ - Rather than analysing web logs and usage trends, go and talk to people.▶ Usability and user centred design are very different things.▶ The product management industry have probably already worked out how best to do it.▶ Products may involve other organisations, not just yours. 15

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