1. David Dinsdale
E-Government Product
Director
Atos

2. From Good to Great
in digital services
David Dinsdale
e-Government Product Director
8th Dec 2011

3. 14/12/2011
Agenda David Dinsdale
▶ Search
▶ User centred design
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Online search David Dinsdale
What does great look like?
Key lessons
Search 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.
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12. 14/12/2011
User 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
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Stage Gate international David Dinsdale
‘Ideation for Product Innovation, what are the best methods?’
(http://www.stage-gate.com/knowledge.php)
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Let’s design the My Car product David Dinsdale
My 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.
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User 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.
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