My mobile MSD - Digital Arts Auckland case study
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The co-design process used to create a mobile self service site for people receiving support from the Ministry of Social Development. Co-presented with Julia McConnell as part of the World IA day in Wellington NZ 2015.
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My mobile MSD - Digital Arts Auckland case study
- 1. Your magic tools name: What do you see when it first opens? What else does it do? How has it made you life better? MSD &Digital Arts Prototyping a Magic Pocket Tool
- 2. What we’llcover • Background and insights • The brief • The 8 week process • A bit of reflection
- 4. Theprocess: Discover Concept Design and Implement We are here Phase 1: commenced 14 October Phase 2
- 5. About the organisation: The Ministry of Social Development (MSD) 1 in 3 New Zealanders is currently receiving direct support from MSD • Work and Income • StudyLink • Child, Youth and Family • SuperGold • NZ Superannuation
- 7. “Your face to face and contact centre services are better than your online – that’s why I don’t use it” 9Million calls 2.3 Million appointments
- 10. REAL insights: We live in an online world but MSD is still buried in paper. “I tried to use ‘My Account’ but they changed it so I couldn’t go back in” “They need to look at reality of what people do, who gets paper payslips?”
- 11. We need to change this.
- 13. Finding our users. All MSD Clients Working age clients Students Seniors 70% ‘Online’ 100,000 Ready to Transact
- 14. Online Transactor: “What I need is pretty straightforward and online is easy for me. I definitely prefer being able to do my business online when and where I feel like.”
- 15. Transaction Numbers: 30-40% of calls to Contact Centre are for: • Next Payment information • Checking or making an appointment • Income declaration • Change of address
- 16. User Goals ?? Tech Feasibility MSD Business Benefits An opportunity: 51 % Have a Smartphone 91%Have a Mobile 80 %Transacting online
- 17. The brief.
- 18. Thebrief: Challenge: People complete tasks online, phone calls and appointments are reduced. Outcome: A self-service tool for mobile that MSDs clients* will want to use. *specifically online transactors
- 19. High effort Low effort Low value High value Make appointment Register for online Change of address Declare income Check upcoming appointment Next payment info Good for MSD:
- 20. High effort Low effort Low value High value Make appointment Change of address Declare income Check upcoming appointment Next payment info Clients want to do: ????? ????? ????? Register for online
- 23. Recruiting the online transactor: Access a desktop computer Access to a smart phone Contract with ISP or free public internet Free wi-fi or Mobile data Comfortable with transacting online Can Login Accessed My Account Access a desktop computer Access to a smart phone Contract with ISP or free public internet Free wi-fi or Mobile data Comfortable with transacting online Has authenticated log in Online transactors ----------------- 100,000
- 24. Recruiting the online transactor: Access to a smart phone Free wi-fi or Mobile data Comfortable with transacting online Can Login Acce ssed My Acco unt Online transactors ----------------- 100,000
- 25. Recruiting the online transactor: Access to a smart phone Free wi-fi or Mobile data Comfortable with transacting online Available Online transactors ----------------- 100,000
- 28. Empathy /Context /Shared language & experiences Interview worksheets
- 29. Empathy /Context /Shared language & experiences Experience mapping
- 30. Second Style and tone preferences.
- 31. Future feel An extension of the relationship with their case manager and the Work and Income service centre.
- 32. Magic tool.
- 33. What would make your life better?
- 34. What would make your life better? 30-40% of calls to Contact Centre are for: • Next Payment information • Checking or making an appointment • Income declaration • Change of address
- 35. Payments / declare income calculations “It’s easy to do on the go, so if you are working a full time job you can declare your income easily and not get penalised”
- 36. Ajob seeking tool “Your CV in there so you can send it off to a job, or to your case manager just from the app”
- 38. Barriers => Design Principles Empowerment.
- 39. Value toclients. • Time saved • Transparency & accountability • Know what I need to do • And what I can get
- 40. High effort Low effort Low value High value Make appointment Register for online Change of address Clients: ????? ????? ?????
- 41. High effort Low effort Low value High value Make/change/cancel an appointment Register for online Change of address High value tasksidentified. Clients: Contact my case manager/WINZ What are my upcoming commitments? See jobs relevant to me and apply See a record of activity Next payment info with break down Declare income and see next payment Check upcoming appointment, and what I need to bring Document dropbox What can I get? Reapply for benefit
- 42. Purpose! My Mobile MSD: A tool that helps me to come into the WINZ office less. “Just a simple app, don’t over- complicate things.”
- 45. Recruiting the online transactor. Access to a smart phone Free wi-fi or Mobile data Comfortable with transacting online Online transactors ----------------- 100,000 Available Hasrelevantexperienceof Work&Income
- 46. Weeks 6-7 Prototype / Test / Iterate ConceptDiscover
- 48. Question:
- 49. What did the process feel like?
- 50. • Current state • Barriers to adoption
- 52. Benchmarks
- 60. How do we make it simple?
- 61. How do we make it simple?
- 62. How do we make it simple?
- 63. “This will save a lot of time.. No need to walk in and wait in line to make an appointment” “Oh wow! You can calculate the next payment..” “I like the simplicity and it feels like it’s all there.”
- 65. On reflection.
- 66. Involving users in the process makes it easier to create delightful experiences. Co-design
- 67. Prototyping Showing is better than telling. Many iterations make light work.
- 68. What welearnt (at MSD) • Simple is smarter • See, feel, experience • Show and tell = Buy-in
- 69. Now we just need to make it happen…
Editor's Notes
- 1. Hi everyone I’m Julia from Ministry of Social Development (or MSD for short) and I’m Emma from Digital Arts Network (or DAN for short) Last year we were tasked with working some magic - to find out what our clients would want in a magic pocket tool to help them take care of their business with MSD. We wanted to create something that would delight them enough to use it again and again when working with us - and at the same time have the selfish outcome of encouraging them away from our more expensive channels - reducing the number of phone calls and appointments being made for relatively simple transactions. When we say ‘delight’ we don’t necessarily mean we want to create such a great experience that we’re increasing our ‘business’ overall. But what we do want is to take away the disappointment and frustration for our current clients which can be their experience of our digital channel today.
- Firstly, we’d like to thank optimal workshops and Sam for organizing today, and, all the other speakers, lulu was one of my UX mentors, so you may see som of her process reflected here. Today we’d like to tell the story of how Julia, me and a much wider team went through a process that was a little out of the ordinary for the ministry, in what felt like 8 very short weeks, 45 people who receive support from work and income, 5 people frm the ministry 4 people frm digital arts, got together and designed a tool for mobile. A magic pocket tool. We used a bunch of user centered design techniques and research which we’ll talk about today, and we showed ministry stakeholders how awesome it is to go through a ux design process first to define a solution for an IT project. I hope hope in our effort to ‘show our work, or work out loud’ you hear something that reflects your own experience, or gives you some ideas, or you just see something about living in NZ today that you didn’t know. Ok, lets go! Back to you Julia.
- 2. Just to be clear - this piece of work kicked off in October last year. We haven’t actually built anything yet and there is still a long way to go and decisions to be made before we roll out of a live magic pocket tool But through the work we did in just 8 weeks we’ve got a vision for what we can take to the next level that would both delight MSD clients (a little bit...) and have some measurable business benefit. Win win.
- Before we begin our story I best tell you a bit about MSD and the programme which this piece of work is a small part of - Simplification. The Ministry of Social Development is one of the largest Government agencies in New Zealand. Through our service delivery groups - Work and Income, StudyLink and Senior Services we provide financial assistance through benefits, student support, top up support, NZ Superannuation and SuperGold directory discounts to more than 1.2 million New Zealanders. That’s nearly 1 and 3 people receiving direct support right now.
- Simplification is: As well as assessing and processing all these applications, changes and payments - 840,000 new applications for financial assistance were processed last year and 5.4 million change in circumstance transactions. We also need to help coach and support people to better social outcomes - into work and off welfare, look after vulnerable children and young people through CYF, and help change behaviour through campaigns like it’s not OK What simplification is about is finding ways to move the effort away from the transactional work to give us capacity to focus on the outcomes work. And the way we can do that is through streamlined process, improved systems and better digital channels to enable more self-management for clients.
- Channel use current state 4. Our insights have shown that there is a low level of satisfaction with our current online services. So much so that clients are telling us they prefer our face to face and contact centre channels and are using them over online for relatively simple interactions - information requests and changes. This is what contributes to the 9 million phone calls and 2.3 million face to face appointments we manage every year.
- 5. In 2015 we’re living in a digital world where we can manage our information and our lives so easily online or on the go. (If time story about paying bills etc) BUT MSD clients aren’t experiencing this sort of world when they work with us.
- Client satisfaction: 6. As you can see from these unflattering tweets from clients they are less than satisfied with the options to transact with us digitally today. And they’re probably only the tip of the iceberg - we know from some of the research we’ve done through the project that there are plenty of others who just don’t bother, even though they’d prefer to transact with us this way - it’s just all too hard and complicated and isn't give them the info they want.
- Qual work Our early research had built high level picture of where the current pain points and barriers might be and where opportunities may lie from a client perspective. “Too complex” “didn’t tell me what I really wanted”
- We need to change this. 7. There are a few contributors to this rather sad current state.
- Bust assumptions Assumptions without real evidence have been made about our clients – just because vulnerable doesn’t mean they’re technically incompetent. Emma and I needed to put on our detective hats on and get some more real intell to find out more. How can we make any assumptions about their needs, behaviour, preferences and access to technology without even having asked them.... Let alone build something and then just expect them to use it. We also knew we didn’t want to try design something to suit anyone and everyone. We needed to hone in on a target group that there real benefits for and from.
- Benefits for and benefits from. ----- Meeting Notes (19/02/15 17:22) ----- managemabe Open to use it gains for the business provide better exoerence for high
- VIDEO So we’d identified our potential early adopters . Working Age Online Transactors. Now where to focus development.
- We also looked at the types of transactions being made frequently through other channels which could be potential candidates to convert to an online or mobile channel for business benefit. We found that 30-40% of all the phone calls being made to MSD were for 4 main things. Checking next payment, checking next appointment, making an appointment or declaring income. All things which we could offer through an online channel. And these were from Working Age Clients. And we know that 70% of Work and Income clients are internet savvy but they don’t know about our online offering or how to use it. So that’s more than 100,000 people who are comfortable using online channels in general and have regular contact with us – but not online. We’ve developed a profile that represents this type of client and has helped guide us through design.
- The Internet is telling us ‘mobile first’ but do our clients have access to internet via mobile. We knew from our research that many clients did not have access to the internet via a computer in the home but 91% have access to a mobile phone. We ran a survey via the Work and Income Contact Centre with a sample 1000 callers to understand what phones they had - 51% who called had a smartphone. And 80% were transacting with other organisations. 10. So that confirmed to us there was an opportunity but we needed to find that elusive sweet spot - where there was a match between the features these people wanted and the transactions we wanted to encourage them to do in our online channel.
- Emma – that where we came along.
- Clear brief. Measurable out come The first question for us: was how are we going to create a vision and design a tool, that we know people actually want to use, - in a 8 weeks We started off with what we knew
- Number of specific transactions if done online will make a measurable difference - they are of high value for MSD, We knew what value means to MSD Less calls & less appointemnts= means more resources available for other things Lense Low effort to implement - Technically feasible and business process That gives us, green quadrant = win But our next question was is what’s good for MSD the same as what clients want to do?
- First week we spent time listening to calls in the contact center / talked to people our local Work and income office. Just in 2 afternoons And even though there is High call center volume for changing Addresss for an individual this happens quite infrequently, so the effort of remembering you password to do someing every few years was also quite high. And through listening to the calls we heard: change of address means your moving - change in rent = change in benefit :| maybe extra help with bond/furniture callers reassurances that the info was processed and would action on the right dates. Learnt specific transaction was actually quite complex and require quite a bit of time to figure how it should work and its feasibility. So whats left in our greenbox? – we needed to validate the value of doing these transactions online with the clients What else our magic pocket tool does it need to get people to want use it often enough to make a difference. Now I’m going to talk through what twe did over the next 8 weeks to find out.
- Who you recruit for a user centred process affects what you design. You have to have enough of the right participants. In total we had about 45 potential users of this tool spend form 30-90minutes with us. To be able to use such a sample size we needed to design our research around putting energy into showing the right people the right stuff often. There were a few other considerations we had: Being empathetic - Designing a good experience for participants. Logistics that are sympathetic to our participants situations. Bus across town Can be 6%of weekly income – bread and milk.. Elastic research – flexible enough to get cater for people not turning up, and a very diverse range of needs and people. Choosing the right participants. Enough of the target ‘users’ represented in the participants. - Recruit ‘Online Transactors’ First – recruiting.
- Assumed we could jus find some people who had already used the online services.. My Account. Online trasactors must be easy to find, a frequired stack of factors that diminished our pool of potential recruits
- And it had to be focused on mobile – so we had a few less in our pool of potentials
- So we loosened out criteria, to people who came into apoinments with smartphones.. at our closests offices to where we would hold our sesion in AK and WLG -
- Now that we had our sample size of clients, well, at least had put out a call for them – we could find out what they valued! One technique we used was co-design. What’s co-design? It’s getting the people who need to use the thing in the process of designing the thing. We used 1.5hr workshops with clients and the project team to discover what the clients believed to be valuable, and build empathy f=with on the project team for the people they were designing for. 4x to allow for no shows and a range of users., and a good range of particpants, Now I’ll run you through some of the activies we used and what we found out.
- Why did we do these? Accesss most recent experiences, and talk from their current context. Designed activities for empathy building, not just information extracting. We buddied up project with one client build empathy and repport. Make them comfortable Shared language
- One of the first tools was interview sheets – this as b/c my ‘buddies’ wuld change each couple of session and would need to breiferd in.. – consitencey/intervicew techniques for people who haven’t had much expereince – focus on teaching them how not what. These were great for understanding how people used their phones, and accesed the interent. also attitudes to security proxy facebook. Did this with their phone in hand and spoke about real experiences they had to ground everything we did in their reality Low spec android phones Wi-fi / data use – see on train Most experiences
- This was great for those unfarmiliar with the WINZ expereince – like the Digital arts team.. Current state, future state Identified and listed - Barriers for adoption that informed design principles like ‘value my time’ We found people largely complete similar tasks Have similar experiences – once they spoke to an actual person there was a positive outcome. Have similar pain points – the time they spend waiting.
- Great break in the middle – to start imaging a future, fun, got people moving.
- rather than an experience that reflects ‘managing their obligations with MSD’. Differential axis's Lent it to the colors of the service centers Efficient not authoritative Friendly yet carefully spoken, not patronizing. What is the face of your organiseation? Replicate in the digital selfservice - it doesnt have to feel like IT. language uesed on prortype moving forward.
- The last activie was designed to work with al sorts of learning styles and presenting confidence It worked by building apon the expereinces the cietns had spoken aout with their buddis in previous activites and embodied the characterisitcs they explored when looking at possibilites for a furte state. The outcomes - Group and prioritise features Understand language Fun The tasks/functionality that would have the most impact on their lives was represented on the homepage. Prioritize and group All the particpants stood up and presented – powerful Share their experience of being on a benefit.
- Synergies!
- Synergies!
- Declare income task cluster story. Just a few of the themes
- Mobile site vs app – spoke more to their wider needs and goals – out side of the scope of the project. ----- Meeting Notes (19/02/15 17:40) ----- high value to uses they will check back often - whcih would haelp us with the success of meeting the breifs outcomes.
- So what did we do with all this info?
- We took the barrier identified and creted principles like : Empowerment: Improve my sense of control over my life by sharing what is happening, and when. Appointments: Help me come to less appointments. And when I do need to come in, tell me what I need to bring so I can have a successful engagement. Be simple and secure: like a banking app. Be low data intensive. Contextual and relevant: Show information that is relevant to me. Show me status / progress so I can organise my life around you. Value my time
- we identified what they valued
- We understood what the tool needed to do to get them coming back.
- We had a clear direction on what they wanted to do and what they saw as valuable Appointments. Knowing what to bring, and what is required of me. A reminder of what I have to do and when. An easy way to declare income and then know how much I’m going to get. Feedback on my applications that are being processed. A tool that helps me to come into the the WINZ office less. An aggregator of available jobs and an easy way to successfully apply for them. Accountability – evidence of my own actions, and yours, who has seen and processed my requests and documents. A tool that helps me understand what sort of assistance I can get – it shares with me the magic rules the case managers use to make decisions about me. (Not actually applying – just informing) An easy way to contact WINZ
- We even established a purpose! A direct quote no less. Successful appointments – get what need yay. Expensive to online
- 15 tasks Value to clients High priority goals are high-frequency and/or high-value tasks that encourage uptake of the mobile MyMSD. Value to MSD’s business Cost savings. Generating a high volume of calls/interaction with MSD Technical feasibility Within the current web-services, This gave use an idea of when things could be achieved – roadmap.
- Now it was time for the next phase, which mean figuring out who we wanted to be involved again.
- This time We opened up our crtieria – to people who were perhaps less comfortable with transactinhg online or had more diverse needs for examples refugees who had been learning english for about 6mths, people who had been using the service for a long time also a few newbies... A prerequisit this time was that they have expereince of WINZs services. ----- Meeting Notes (19/02/15 17:48) ----- So they could give us useful feedback.
- Prototyped and iterated ideas that came out of the workshops with users and case mangers. Not BA, not stakeholders, not developers, policy people.. That’s because we were creating a vision of a service that users wanted to use! But it’s something that is definitely coming in the next phase.
- So what did the process look like? We ran 3 rounds with many users for short periods meant higher diversity of clients. Timeboxing meant we addressed the tasks that had the most value and the trickiest issues first. We added to the fidelity of our prototype as we went – and this was the final deliverable. Process 3x rounds of client testing (with one week iteration in between). 6-8 clients in each session. 1 facilitator with each client using an Axure prototype on an iPhone 5. MSD & Digital Arts team observed and took notes form another room. Usability fixes and new features were prioritised and the prototype was updated between sessions.
- We had a few questions we wanted answeeds by our interactive prototype: like Do people even want to use this type of service? How do we describe actions on the interface? (labels and lingo) How will people who have used MyAccount adjust to the mobile site vs. new clients? What is the most simple way for someone to execute a task, what is the most simple version of the home page.. What does simple mean to our potential users?
- So that’s the set-up how did it feel?
- Back to the start – experience maps and context.
- Looked at how the clients described and prioritized their tasks and features
- Looked at how many added things to their home page and services they spoke about as benchmarks
- Looked at how they designed features to inform how we should
- Create mock ups of how it could look on screen – shallow representations of what it could be with fudged information there for critique and feedback.
- Prioritisation. So we repeated this a few times – why was this good: Many people make light work.
- When faced with so many possible ways to do something – like booking an appointment
- The clients and the case managers shared their context and how they understood the systems,
- They showed us what a simple transaction would mean to them, because what is simple to them is not would is simple to me or the rest of our team.
- The vision we created in the did deliver delight – the type of delight you feel when you needs are anticipated combined with simplicity that feels like it was made just for you And that was quite easy b/c the users showed us they’re problems needed in the beginning and then we tested our understanding of how to fix them to with as many people as we could in our timebox.. And those we tested it with were very excited about using it.
- So what did we deliver in the end? A vision with rational and a clickable prototype, that was used as a tool to sell what we need to achieve.
- Why codesign over other research methods.. Bang for buck – broader spread of people in a short amount of time It was fun engaging experience - to help people feel comfortable to share, it’s also pleasant to be in, it doesn't’ always have to feel like work. It was easier for the whole team to bew involved
- The draft edit repeat process is especially powerful when you test with the people who will use it, and the people who want them to use it watch. It also takes out a lot of guess work and is easier on the brain. ESL people didn't’t understand what I said but could read the interface- Show stakeholders The length of iterations - show more often no crazy tangents energy spent on good feedback rather than figuring out how it should work. And at the end of the day it’s deeply satisfying designing things people get excited about and want to use, to be honest a designer would probably do anything to be able to do that. And to hand back over to julia -
- It doesn’t need to be flash and fancy – simple, functional and useful and addressing my immediate need. ‘tell me what to bring to my appointment’ ‘when and what am i going to be paid’ Actually having MSD people involved and stakeholders see, hear and experience the process - helping clients share their voice, thoughts and feelings through co- design has been so valuable. It’s raised a level of passion about the initiative and now we have more people advocating for better client experience taking this back to their teams to share. Having a tangible thing to show and tell has helped sell the vision. It’s been key in making it real for our stakeholders - the CE, Ministers and our sponsors all loved seeing and playing with the wireframes even as they evolved which made a difference in getting their buy-in. And approving this This work sets a way forward and has meant we’ve got the confidence . The reality of building this tool and building uptake is still something we need to grapple with but we’ve built confidence for the organisation that it’s possible. I’m sure it’s going to be quite a journey this year as we make it a reality but knowing we’ve got our clients relying on us to do it - to remove some of that transactional pain from their lives is going to make it all the more worth it.
- The reality of implementation is still something we need to grapple with but it’s built confidence for the organisation that it is possible. I’m sure it’s going to be quite a journey this year to make it a reality but knowing we’ve got these people relying us to do it – and remove some of the pain from their lives is going to make it all the more worth it.