A framework for redesigning services

1. Define Discover Analyse Design Decide Deliver
Agree brief for service
design
Think of service design
and business design as
part of the same
process
Rethink service as a
system of relationships
Share brief with
stakeholders who are
responsible for the
strategic direction,
governance and
delivery of the service
(i.e. members,
managers, staff)
(including vested
interests)
Share brief when
appropriate with
partners & other
stakeholders
Identify skills &
attitudes needed to
deliver the brief to
redesign a service
Identify learning
requirements
Ensure that service
design includes design
of the business model
Current customer
journey to use the
service
Identify through
interviews / surveys
how customers find out
about the service, how
they access it, how
they use it, how they
use it over time, how
they feedback on it and
how they leave the
service
Map out the current &
desired customer
journey by the different
personas
Prototype elements of
the desired customer
journey
Test how (well) the
prototyped elements
work together as a
service
Test how (well)
prototypes work within
the existing processes,
roles & environment of
the service
Prototype what
products /
environments are
needed to describe the
improved service
Prototype what
processes will support
the delivery of the
service
Prototype what
skills/roles &
behaviours are
required to deliver the
service
Identify impacts of
prototypes of desired
customer journey with
stakeholders
Refine prototypes
and/or desired
customer journey and
test again
Prepare the early
adopters to test, iterate
and validate the
approach
Communicate to get
users excited about
switching to the
improved service
Develop a program for
people taking part in
the different stages
Train users to educate
them about the
improved service
Manage the
deployment of the
improved service
Manage the associated
business changes
Review progress
against project goals

2. for the improved
service
Identify stakeholders to
be involved in the
service design
Identify with staff
working on the service
the best way to
approach their
customers (and how to
involve staff to observe
how customers
experience the service)
Identify who are the
groups/people that
customers trust to
speak to
Speak to those trusted
groups to see the best
way to involve them in
the process
Identify how / what
customers of the
service have previously
been asked for their
feedback
Agree with
stakeholders the best
way to report progress
and for them to be able
to influence process
Current customer
journey to meet the
Map out the current &
desired customer
Prototype elements of
the desired customer

3. need
Identify through
interviews / surveys /
online research what
channels (i.e. word of
mouth, online forum,
etc), customers use to
meet the need
(including the service),
what they use each for
and how useful they
find each
Asking them why they
find different channels
useful/frustrating helps
identify what’s
important to them in
getting things done (for
some, how quick it is to
apply for a job, for
others how relevant the
advice is on what job to
apply for). From here,
you can synthesise the
insights into design
principles
journey by the different
personas
journey
Identify previous
customer feedback on
needs, motivations &
behaviours regarding
the need the service is
responsible for
Identify how customers’
needs, motivations &
behaviours have
evolved over time
Map out a participation
ladder of how different
user groups could
move from receiving
support to become
more independent in
meeting the needs
themselves
Helps narrow the gap
between their
aspirations and
Prototype how
elements of the desired
customer journey of
each persona would
adapt to each potential
future scenario (see
Forum for the Future)
Test how redesigned
service could adapt to
increased or different
use of service as a
result of changes

4. readiness to change
behaviour
Develop potential
future scenarios based
on extrapolating
customer data and
insights
Describe the factors to
the customers that will
impact on the service
and need
Describe the factors to
the customers &
stakeholders that will
impact on the service
(i.e. cost pressures,
legislation, etc)
Desired customer
journey to meet the
need
Identify through
interviews / surveys
how customers would
like to find out how they
can meet the need the
service is responsible
for, how they could
access the information
/ support, how they
would want to use it,
what would motivate
them to continue using
the support, what
would motivate them to
meet the needs in a
different way / help
others meet the need,
how they would want to
help improve it
Develop personas
based on the different
types of insights
To understand the
potential of this process
to provide applied
research to inform
development of
projects and services,
categorise the ideas
put forward to your
competition by different
types of approaches
based on how they can
improve the capability
of partners to deliver
their priorities or inform
the development of
services.
This will help you work
out where to direct the
ideas in your services
Prototype desired
customer journey
Prototype elements of
the desired customer
journey
Prototype ways to
communicate how
people can meet the
need through the
different channels
identified (i.e. face to
face through parenting
group, online through
community forum, and
self-service through
council website)
Identify and evaluate
impacts of changes &
level of readiness with
users
Engage relevant
representatives to
advise on how to
manage impacts and
make relevant changes
(policy/process
changes/etc)
Project Team start
using the new system
themselves, performing
the tasks users would
carry out. This will give
them the opportunity to
familiarise themselves
with the system, using
it for their own project.
Project Team selects a
representative of users
from the Portal/MMP, in
particular Portal &
Store Administrators,
as well as users1.
Iterate and refine
processes during this
stage.
Provide evaluation to
Board to enable it to
decide whether / how
1 This needs to include a spectrum of people from those who responded that previous legacy systems were easy to use and met their needs to those who responded that it was difficult
and didn’t.

5. and in what areas your
customers and partners
would be enthusiastic
in providing feedback
on or even shaping
projects that you want
to involve them in.
to proceed to
transitioning next
tranche of users.
Identify what
information / data is
available about the
service
Identify what resources
are required to run the
service and how (well)
the resources are being
used
As part of this,
calculate the cost of the
service per user
Identify how the service
can support the
channels that its
customers find most
useful & trustworthy to
use to meet the need
(i.e. GP surgery,
parenting group, etc)
Prototype infrastructure
that helps people make
use of un/underused
resources that
customers, staff &
other stakeholders
have (i.e. physical
space for customers to
test out prototypes)
Identify what
stakeholders are
helping meet the need
the service is
responsible for
Identify what
relationships the
service has with these
stakeholders to identify
the best way to
approach them
Describe the factors to
the stakeholders that
will impact on the
service (i.e. cost
pressures, legislation,
etc) to set the
framework
Map out the
stakeholders who are
helping meet the need
(not just through the
council service)
Identify what resources
are being used by
stakeholders (from
users, charities, etc) to
meet the need and how
(well) these are being
used
Physical facilities like
council offices, youth
clubs, surgeries, malls
& co-working
People:
Explore opportunities
with other stakeholders
helping meet the need
to get involved in the
service design process
Prototype elements of
the desired customer
journeys with other
stakeholders and using
resources they would
be happy to pool (i.e.
prototyping co-located
service, self-service
access through online
community forum
Get staff to act as
critical friends so that
can feel a sense of co-
ownership and
transition into a new
role of helping rather
than delivering
Explore what role the
council service should
play given the research
– as co-deliverer,
commissioner, partner
or supplier.
Explore how the
council service could
use its reach to act as
a platform for people to
access different ways
to meet the needs it is
responsible for
Explore how council
resources (i.e.
buildings, research)
could be opened up to
help other stakeholders

6. commissioners,
customers, providers,
partners, volunteers,
community groups,
users, residents,
entrepreneurs
Financial: capital and
revenue costs of
council service (and
other services meeting
the need), funding
allocated to groups to
meet the need
meet the need the
council service is
responsible for
Explore how council
service could support
ecosystem of
stakeholders helping to
meet need service is
responsible for
Identify value
proposition of service
that other organisations
working to meet the
need could invest
resources in
Identify needs,
motivations and assets
of stakeholders helping
meet the need beyond
the customers (i.e.
staff, partners,
charities, businesses)
Analyse business
models with them that
could help meet the
need (whether through
the council service, in
partnership, etc)
Tell the story of the
desired customer
journey through the
perspective of
customers, employees,
partners, etc
Prototype the different
business models
Set a challenge for
stakeholders to
develop prototypes that
would best meet the
customers’ needs (i.e.
Made in Lambeth /
Surrey Challenge)
Identify how service
could help incubate
groups who wanted to
develop solutions to
meet the need/s the
service is responsible
for (like an accelerator)
Create a
communications &
engagement strategy
based on different user
groups
Show to users how the
average user in other
organisations using the
new system through
stories/video (provided
by the supplier)
Show to Board
evidence of how
organisations using the
new system have
improved collaborative
working
Develop a program for
people taking part in
the different stages
Bring in people from
other fields who can
bring their methods to
Show people how they
can think in new ways
to design solutions (i.e.
Show people what
ideas are coming
through to build
Help people visualise
how they would like to
meet the need the

7. help people with
different styles come
up with insights & ideas
Create data collection
methods in ways which
you can identify
patterns from the
research
what if people could
self-assemble their
service, like they do at
IKEA)
momentum on the
change
service is responsible
for (i.e. Visual Camp)
Break up the
issue/challenge in ways
which are practical and
can help produce
valuable insights
Change management
Recruit peer
researchers
Provide participants
with overview of
project, explaining the
purpose & benefits of
the move to the new
system
Advise them how they
will shape its move and
what is expected
Provide them with a
timeline and description
of activities they will be
taking part in and the
outcomes
Provide them with
relevant online &
training resources from
the so they can get to
grips with the service
design process
Give them direction on
how they can feedback
their experiences both
of the system, the
impacts on how they
work collaboratively
and of the training to
shape the trial
Evaluate & refine
training based on their
feedback
Identify a business
sponsor within service
Build change
management team to
advise project team
Invite representatives
from stakeholders to
join Change Board

8. Identify resources to
support change
management activities
Get sponsor to sign off
project, change
management and
communications plan