Digital approaches to service design | Sarah Prag | September 2015
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Presentation on the digital approaches to service design covering: Taking ownership Starting with users Understanding needs, before delivering solutions Iterating, testing and ‘learning through doing’ Collaborating Presented by Sarah Prag at Really Useful Day: Digital Service Design for Service Managers held in Folkestone on 17 September 2015.
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Digital approaches to service design | Sarah Prag | September 2015
- 1. Welcome to this: Really Useful Day Folkestone 17th September Please tweet: #RUday @digi_together
- 2. Carol Patrick, Head of ICT Partnerships, Kent County Council
- 3. Running order 10.00 - Registration 10.30 - Welcome 10.35 - Keynote: Sarah Prag 11.00 - Morning workshop: users & their needs 12.30 - Lunch 13.20 - Speed briefings, Q&A 14.10 - Refreshments 14.25 - Afternoon workshop: identifying solutions 15.20 - Plenary 15.40 - What next? 16.00 - Close
- 4. Digital approaches to service design Sarah Prag (@SarahPrag)
- 5. Who am I?! Delivery of transformative digital experiences For central gov Working with local gov
- 6. Digital approaches to service design An opportunity to save money… AND deliver better outcomes for citizens and colleagues!
- 7. Digital approaches to service design Not just about ‘digitizing’ existing services, but an opportunity to rethink how services are delivered. Using approaches from the digital world.
- 8. Digital approaches to service design • Take ownership • Start with users • Understand needs, before delivering solutions • Iterate, test and ‘learn through doing’ • Collaborate You’re going to have a go at most of these today
- 9. Digital approaches to service design
- 10. Digital approaches to service design
- 11. Start with users What or who are ‘users’? Citizens, colleagues, partners i.e. anyone who might interact with your service BUT you should always start with citizens
- 12. Start with users
- 13. And understand their needs
- 14. Understand needs • Mine your existing data! - Usage data from your website - Data from call centres and front line staff • ‘Guerilla research’ • Interviews • Ethnographic field research • Focus groups • Surveys • Usability testing
- 16. Carers’ Allowance Watch the video here
- 17. Think iteratively • Break things down into manageable chunks • What’s the next thing you can do? What can you try/test? • What’s the least you can do in to learn something useful or to make some impact?
- 18. Think iteratively Discovery is an opportunity to sketch out the end to end service. You can then prioritise what you work on first – you don’t have to fix it all in one go! Keep an eye on the whole, but pick manageable changes to implement and test.
- 19. Collaborate Who might have the best insight about your users, or about a particular aspect of service delivery? Get them in the room! Give people needs to meet, and let them design solutions. Communicate via conversations not just documents. (Agile is good for this.)
- 20. Over to you!
- 21. Introduce yourselves • 10 mins to go around the table – Who are you? – Where are you from? – What’s your role there? – What do you hope to get out of today?
- 22. Workshop: users & their needs For today: • Who are your highest priority users? • What is the highest priority scenario?
- 23. Exercise: Empathy map Environment Thoughts & feelings (in general) Goals (in this scenario) Likely pain points (in this scenario) Anne
- 24. Mapping user needs Trigger Goal A letter from the council about a new parking scheme I’m able to park outside my house My bin hasn’t been emptied My bin is empty I’ve just been fired I can pay the rent
- 25. Mapping user needs Who do I need to tell? How long will it take? What do I need to do? How much will it cost? Will someone help me? When is my appointment? Did you get my application? Am I eligible for this?
- 26. Mapping user needs Does it affect my street? When do I need to apply? Tell council what car(s) I want to park Confirm where I live Pay for the permits Put the permit in the car by the start date Trigger Goal A letter from the council about a new parking scheme I’m able to park outside my house
- 27. Exercise: Mapping user needs • Take it in turn: 10 minutes each • Identify a trigger and a goal for your user & scenario • Stick these at either end of a sheet of A3 (long side!) • Walk through the user’s fundamental needs • Capture them on post-it notes Trigger Goal
- 28. Council obligations We want to be as citizen focused as possible, and design services to meet their needs… … but the council often has statutory or contractual obligations to fulfill, so the services we run have to meet those to.
- 29. Council obligations The council must sort waste into certain categories so that it can be sold on for processing The council must enable citizens to apply for licenses online (EU Directive) The council must keep a register of all births The council must inform DWP of any housing benefit changes
- 30. Exercise: Council obligations Over to you! 5 mins each, new colour post-its Thinking about the scenario in front of you: • Are there any council obligations that have to be met? If there aren’t that’s OK! • Are they really obligations? (Make sure you’re not just jotting down the existing council process) • Is there an opportunity to challenge them?
- 31. Table discussion • How is it going?! Easy? Hard going? • How similar are the needs across all of the services on your table? • Any surprises?
- 32. Lunch is served in the bar area upstairs We’ll resume at 1:20 with speed briefings
- 33. Speed briefings • Andrew Stevens • Catherine Bright • Tom Dewing • Ian Hirst
- 35. We’ll resume at 2:25 – on new tables!
- 36. Transforming services • How can you better meet the needs you have identified? • What are all the possibilities? • What might be your first iteration? • Who can you collaborate with?
- 37. Exercise: All the possibilities! With your new partner. 10 mins each • How could these needs be better met? • Small tweaks AND bold transformative changes • By your team… other teams… partners… suppliers… citizens… free online tools • Try to come up with several suggestions for each need/stage. Be bold! • Add them to your sheet, in a new colour
- 38. Prioritsation Where do you want to focus first? • Might be a particular pain point (for users, for your team) • Or an area where you’re aware of an opportunity
- 39. Exercise: Prioritsation Discuss with your partner. 10 mins each • Where do you want to focus first? • What’s the first thing you could do? • What could you test? • Who could you involve? • What’s stopping you?! • If time… move on to another area of opportunity
- 40. Plenary • How are you feeling about taking this approach? • What’s stopping you? What doubts or concerns do you have? Can you share this with the room?! • What tips or suggestions do you have for others?
- 41. Final exercise: What next? Your personal to do list. • What are you going to do next week? • Who are you going to talk to? • What are you going to ask for or look for? Look at existing data Talk to insight team Talk to customer service team Create some personas Commission some research Map out pain points Build a business case Approach the web team Tweak online content Do some A/B testing
- 42. Thank you for coming to this: Really Useful Day Please complete the evaluation sheet before you leave Please tweet: #RUday @digi_together
- 43. Useful links • Sarah’s post on Discovery • Government service design manual – on user research • Stop eating the elephant • Carer’s Allowance transformation work
Editor's Notes
- I left GDS to work with local government, because that’s where most of the services most of us use most of the time are delivered. And there was no guarantee that the ways of working we’d developed in the commercial sector, and at GDS, would be transmitted to local gov. So I wanted to do something about that. Hence being here today!
- I’m not here to make the financial case or do a big ptich. I’m assuming if you’re here you believe there is some value in taking these approaches! We’re here to dig into some of the methods and give you things to take back to the day job. Opportunity to grill me further in the final plenary if you have unanswered questions!
- I’m not here to make the financial case or do a big ptich. I’m assuming if you’re here you believe there is some value in taking these approaches! We’re here to dig into some of the methods and give you things to take back to the day job. Opportunity to grill me further in the final plenary if you have unanswered questions!
- OWNERSHIP Service manager & team probably fairly marginalized Lots of business analysts, and procurement people, and suppliers? These are all good people to have around BUT they and you can work differently Definitely an opportunity for service managers to take more of a lead. Take back control!
- DISCOVERY – a chance to understand the problems you need to solve, and what the opportunities and constraints might be. The exercises we’ll be doing today are typical of a Discovery phase.
- A bit of a strange term. What does it mean?
- Why? Because if you try to impose an approach on people they will usually resist!
- Successful services observe and reflect the needs and behavior of real people
- Sitting on a gold mine! Local gov has a big advantage over central gov – you are much closer to your users.
- Feeding the elephant, one snack at a time! EXAMPLES Street Scene at piloting new approach with small number of her enforcement officers. Picked the most willing and they took on a broader range of tasks for few weeks. They then all discussed how it had went and how to take it forward. She learnt really practical and valuable things that could then inform the way she approached the wider negotiations and roll out. Based on real experience not speculation! Student loans “Forgot your user name” example
- Discovery is an opportunity to sketch out the end to end service. You can then prioritise what you work on first – you don’t have to fix it all in one go!
- EXAMPLES I’ve worked in a couple of councils where people have met for the first time in a service discovery session. They’ve been amazed at the insight in the room… but were somehow unaware before. Siloed thinking/working is a real issue in most councils. Get people together around a common goal. Registrations team at Bristol - buzz
- Today we’re working based on what you are holding in your heads - so you’re likely to be making some assumptions and guesses. That’s OK today - but when you do this with your team you’d want to be dealing in solid evidence based insight.
- USUALLY A NAME BEGINNING WITH A, FOLLOWED BY B, C ETC. This is a useful shortcut for the team as they’ll always know that Anita means one car one permit etc By doing this you’re actually starting to create a “persona” to design against. This is a term researchers and digital teams might use.
- Now you’ve got to know your user, you need to understand their needs. Again – this would usually be based on hard evidence, but today we’re using what’s in your heads! Mapping needs – from trigger to goal Note – these are very human goals, they don’t refer to council policy or process, they are what real people think about! And as they move from the trigger to the goal they have other very human needs
- These are some likely common needs that people have. I’ve used questions as a shorthand, rather than the full user story format – but the format is really helpful?
- A more specific (but simplified!) example.
- Your turn! Exercise: needs mapping 20 mins (10 each) In pairs, first one, then the other, talking it through Walk through your user’s fundamental needs, from trigger to goal. Capture them on post-is Stick these along to top long side of your A3 sheet (could stick this up on a wall and work around it if tables are too crowded) Make sure you don’t fall into laying out the existing/current process as experienced by the user. It should be their fundamental needs regardless of how the council currently handles them. How are they going to get from the trigger to the goal? What are likely to be their needs and expectations? Walk through in their shoes - what’s the first thing they are likely to do? Why? How will they know to do that? What are they likely to do/expect next? This is from their perspective, not the council’s. It’s how they would want to behave, not how the council currently makes them behave.
- . e.g. the council must keep a record of all births, the council must guarantee that all places selling alcohol have a licence.
- If none exist that’s OK - don’t invent them! Make sure you focus on the actual obligation (e.g. keep a record of all births) not the current solution (e.g. the registrar must fill in the register/book) This is a good chance to challenge some perceived obligations - is that really a statutory or legal obligation? Could that be renegotiated? Don’t try to position these obligations under specific user needs, it’s OK to keep them separate as they are often overarching obligations.
- We’ve done a very light touch version of this
- Designing and delivering solutions that meet those needs. Normally you’d do this with your delivery experts (inc digital people) You would take them your needs, and ask them about possible solutions. but we’re going to have a go at it today. Importance of iteration: One need, many possible solutions. Things you can try out, within your power. What can you tweak? What are the bigger bolder transformations you’d like to look into? Appreciate that you might be locked into an existing contract, or that you might not be able to make big disruptive changes to your team HOWEVER – there are always opportunities to improve a service What are the possibilities? From the smallest of tweaks, to the boldest of transformations? (first exercise) What could your team do? Other teams? Partners? What could citizens do for themselves? What can you do NEXT? What can you test? What can you learn? (2nd exercise) Testing (e.g. A/B testing)
- For today, one way to prioritise is to ask - where are the main pain points? for users, for your team, for you? Avoidable costs, friction, complaints etc?
- For today, one way to prioritise is to ask - where are the main pain points? for users, for your team, for you? Avoidable costs, friction, complaints etc?
- Ask for the doubts/concerns first Cluster them Then ask for tips & suggestions.