Presentation by Sarah Prag, previously at the Government Digital Service (GDS), talked about digital inclusion at Really Useful Day Wariwck on 11 July 2014. She covered the topics:
What does it mean to be “digitally excluded”?
Who are the digitally excluded?
What are their barriers?
2. @SarahPrag@SarahPrag
Why are we here?
To make sure as many people and
businesses as possible can benefit from
using your digital services, and from the
internet more widely
3. @SarahPrag@SarahPrag
Why does this matter?
Online self service is the most cost effective
way for councils to deliver most services and
information
4. @SarahPrag@SarahPrag
Why does this matter?
Online is
- 20x cheaper than phone
- 30x cheaper than post
- 50x cheaper than face-to-face
https://www.gov.uk/government/publications/digital-efficiency-report
5. @SarahPrag@SarahPrag
Why does this matter?
Citizens and businesses who are capable of
using and benefiting from the internet are
also likely to be more prosperous
6. @SarahPrag@SarahPrag
Why does this matter?
Likely to
- save or make money
- find jobs
- become less isolated
- increase their health and wellbeing
7. @SarahPrag@SarahPrag
What will we cover?
Setting the scene
- What does it mean to be “digitally excluded”?
– The scale of the challenge… and of the opportunity
@SarahPrag
8. @SarahPrag@SarahPrag
What will we cover?
Tackling digital exclusion:
1. Making digital services so good people choose to
use them
2. Helping people to get online and develop their skills
3. Assisting people who can’t use digital services by
themselves
@SarahPrag
9. @SarahPrag@SarahPrag
What will we cover?
Local authority experiences
– Liz Stevenson – Cambridgeshire County Council
– Annette King – Birmingham City Council
– Katy Briggs – Lambeth Council
What can YOU do to make a difference?
17. @SarahPrag@SarahPrag
Digital inclusion scale
1. Never have, never will
2. Was online, but no longer
3. Willing and unable
4. Reluctantly online
5. Learning the ropes
6. Task specific
7. Basic digital skills
8. Confident
9. Expert
@SarahPrag
20. @SarahPrag@SarahPrag
What are the targets?
Reduce the number of people who are
excluded by 25% in 2 years
That’s 2.7 million more people online with
basic skills by April 2016
21. @SarahPrag@SarahPrag
Who are the “excluded”?
- Living in social housing
- On low wages or unemployed
- Registered with disabilities
- Offenders & ex-offenders
24. @SarahPrag@SarahPrag
What is being done nationally?
Collaboration & coordination
Standards & measurement
Sharing best practice - from local & specific
activities
26. @SarahPrag@SarahPrag
What can you do?
1. Make digital services so good people
choose to use them
2. Help people to get online and develop
their skills
3. Assist people who can’t use digital
services by themselves
27. @SarahPrag@SarahPrag
Intros
1. Say hello to the people on your table!
- Your name, where you are from
2. Share one thing your council are already
doing to help tackle digital exclusion
47. @SarahPrag@SarahPrag
Present things in the order that will
make sense to the user
Only include what they need to know
to successfully make a decision or
complete an action
55. @SarahPrag@SarahPrag
Start with user needs
based on evidence & data
design clear specific content
focused on steps people need to take
make sure everyone can access it
71. @SarahPrag@SarahPrag
Assisted digital
If you are providing a public service digitally,
then you are responsible for making sure
everyone can use it
This includes the people who can’t use it
unassisted
74. @SarahPrag@SarahPrag
Assisted digital
Someone will either guide the user through
the service – “face-by-face”, via web chat or
over the phone
Or they might need to take over and enter
information on behalf of the user
77. @SarahPrag@SarahPrag
Assisted digital
Advice from GDS:
- Think about assisted digital from the start
- Research & assess the needs of users
- Understand their wider journey & context
- Identify sustainable partners
- Pilot early & iterate
78. @SarahPrag@SarahPrag
Assisted digital
- Your own staff and facilities
- Organisations working on digital inclusion
- Intermediaries: charities, lawyers, libraries,
Citizens Advice Bureau, JobCentre Plus…
Online is
20x cheaper than phone
30x cheaper than post
50x cheaper than face-to-face
Online is
20x cheaper than phone
30x cheaper than post
50x cheaper than face-to-face
As well as being a good thing for society and the economy as a whole, this will also translate into real benefits at a local level in the longer term, reducing dependency on public services. Win win!
As well as being a good thing for society and the economy as a whole, this will also translate into real benefits at a local level in the longer term, reducing dependency on public services. Win win!
We’ll cover:
- What does it mean to be “digitally excluded”?
- Who are the digitally excluded?
- What are their barriers?
(Sarah, using info from the recent Government Digital Inclusion Strategy)
Followed by introductions to approaches to tackling digital exclusion.
1. Making digital services so good that people choose to use them (Sarah)
2. Assisting those that will never be able to use digital services by themselves (Assisted Digital - Richard from GDS)
3. Helping people to get online and develop their confidence and skills, so that they can benefit from the internet (including using local and central government services). Tinder
We’ll hear from two local authorities on what they are already doing.
We’ll have a chance to explore what we might do in our area, via workshop groups.
We’ll cover:
- What does it mean to be “digitally excluded”?
- Who are the digitally excluded?
- What are their barriers?
(Sarah, using info from the recent Government Digital Inclusion Strategy)
Followed by introductions to approaches to tackling digital exclusion.
1. Making digital services so good that people choose to use them (Sarah)
2. Assisting those that will never be able to use digital services by themselves (Assisted Digital - Richard from GDS)
3. Helping people to get online and develop their confidence and skills, so that they can benefit from the internet (including using local and central government services). Tinder
We’ll hear from two local authorities on what they are already doing.
We’ll have a chance to explore what we might do in our area, via workshop groups.
We’ll hear from two local authorities on what they are already doing.
We’ll have a chance to explore what we might do in our area, via workshop groups.
Big ref up front to the recent Gov Strategy as the source of my info, and something they should read if they want the full picture!
Big ref up front to the recent Gov Strategy as the source of my info, and something they should read if they want the full picture!
http://www.go-on.co.uk
1 in 5
20%
Make reference to the people who may never go online, who are in that 10% remaining:
- v low literacy skills
Religious objections
Severe disabilities
Then keep reducing the number of excluded by 25% every 2 years, from 2016.
So that less than 10% are excluded by 2020
Make reference to the people who may never go online, who are in that 10% remaining:
- v low literacy skills
Religious objections
Severe disabilities
Bringing the numbers to life a bit (ref to the personas we’ll look at later)
Headlines from DI Strategy re. the elderly, the disabled, ex-offenders, those in social housing etc
Yes, half are pensioners
BUT there are also significant numbers aged between 55 and 65
And some young people
So it’s not just about age!
Want to get across that access isn’t actually the biggest barrier, and that putting kit and connections into places is a good start, but a bigger challenge is that so many people lack the motivation or confidence to go online, even if they have a connection.
62% say “not interested”
First two apply within government, as well as across partners
First two apply within government, as well as across partners
Also refer to reading the charter, referring to
Also refer to reading the charter, referring to
Also refer to reading the charter, referring to
Also refer to reading the charter, referring to
This was central to our approach when developing GOV.UK. I’m going to use examples from that
GOV.UK = publishing
Now being applied to transactional services as well as content
All this momentum comes from a relentless focus on user needs
It the first of the GOV.UK design principles
“interrogating data”…
First part of the equation, where we started with GOV.UK
What were the most visited pages on old sites
What were the most searched for things on those sites… and on Google
What were the most referred terms from Google?
Ideally also…
What are people contacting us about?
What are front line staff experiencing?
What are a sample of our customers telling us when we go out and talk to them?
Data can also help tell you the language to use
Plain English first, necessary government language second, and in brackets. If you have to use technical terms make sure you explain them in plain English the first time you use them on a page.
Empathy, informed by data. This is the sweet spot.
Bear in mind that they also won’t read everything!
From data to stories – software and content
Smart answer as a manifestation of this
Puts the user at the heart, and in control
Asks them about their circumstances and gives them an answer
Reading age of 9-12, the age by which most people have the 10k common vocab that makes up plain English
Everything I’ve just talked about helps with making your content and tools as accessible as possible
Also need to make sure it can be easily accessed on small screens
And there are also standards in place to make sure people with disabilities can access your content using common aids
Also refer to reading the charter, referring to
How can people get better access to the internet, and to the devices that connect to it?
Important to remember that this alone won’t give people the skills they need, but it’s part of the mix.
Example: Glasgow Housing Association, BT and the Scottish government put wifi and tablets into a block of flats
How can people get better access to the internet, and to the devices that connect to it?
Important to remember that this alone won’t give people the skills they need, but it’s part of the mix.
Example: Glasgow Housing Association, BT and the Scottish government put wifi and tablets into a block of flats
Want to get across that access isn’t actually the biggest barrier, and that putting kit and connections into places is a good start, but a bigger challenge is that so many people lack the motivation or confidence to go online, even if they have a connection.
62% say “not interested”
What is the hook that will get them in? Speaking to loved ones via Skype? Pursuing a hobby? Saving money?
Want to get across that access isn’t actually the biggest barrier, and that putting kit and connections into places is a good start, but a bigger challenge is that so many people lack the motivation or confidence to go online, even if they have a connection.
62% say “not interested”
What is the hook that will get them in? Speaking to loved ones via Skype? Pursuing a hobby? Saving money?
Incentives? Prizes & discounts?
So now you have access, and a reason to go online, but you also need the skills.
Resources from GO.ON UK and Tinder foundation
So now you have access, and a reason to go online, but you also need the skills.
Resources from GO.ON UK and Tinder foundation
Case study from Tinder Foundation
Courses and support delivered via their network of UK Online Centres
What spaces do you have access to that could be used in this way?
And finally trust. How can people be sure that they’ll stay safe online?
Some initiatives focused on this, e.g. St Basils virtual backpack for homeless young people, or similar services for ex-offenders
Lots of initiative are actually taking many or all of the barriers.
Also refer to reading the charter, referring to
Make reference to the people who may never go online, who are in that 10% remaining:
- v low literacy skills
Religious objections
Severe disabilities
The les than 10% who really really can’t – because of disability, literacy, religious objections etc
Make reference to the people who may never go online, who are in that 10% remaining:
- v low literacy skills
Religious objections
Severe disabilities