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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@Martin_Jordan
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@Martin_Jordan
“
GDS@Martin_Jordan
We’re a centre of excellence in digital,
technology and data, collaborating with
departments to help them with their own
transformation.
GDS@Martin_Jordan
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.
GDS@Martin_Jordan
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 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
“
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@Martin_Jordan
The challenge is to meet the demand in
government, not to sell it in”
– Francis Maude, Minister for the Cabinet Office
GDS@Martin_Jordan
“
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-different-types-of-design-in-government
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,
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
“
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

• Get fishing licence
• Check child benefits
GDS@Martin_Jordan
GDS@Martin_Jordan
Before
Ideal citizen journey
During› › After
Check penalty points as a driver
Renew passport
Get fishing licence
Check child benefitsX
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 make it simple
GDS@Martin_Jordan
GDS@Martin_Jordan
Thanks!



Martin Jordan

@Martin_Jordan

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