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Adventures in Policy Land - Service Design in Government 2017

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Sophie Dennis shares the lessons from her recent adventures in policy land. The Department for Work and Pensions (DWP) is exploring new ways of developing policy, bringing together multidisciplinary teams of policy experts, service designers, technologists and analysts, to work in an iterative, agile way on potentially significant new policies. Sophie worked as a service designer with two such teams. She discusses the benefits and challenges of these new ways of working, and advice for others hoping to do the same.

Published in: Government & Nonprofit

Adventures in Policy Land - Service Design in Government 2017

  1. 1. @sophiedennis Adventures in Policy Land Sophie Dennis
 service design and product strategy
 @sophiedennis slides: slideshare.net/sophiedennis
  2. 2. @sophiedennis Read all about it on my 
 Week Notes
 medium.com/sophiedennis Blog
 transformation.blog.nhs.uk
  3. 3. We’re hiring Interaction design Content design User research Delivery managers Product managers Developers … jobs.nhs.uk
  4. 4. We’re hiring Head of Design jobs.nhs.uk
  5. 5. @sophiedennis
  6. 6. @sophiedennis Two “policy discoveries” 1. Support for pensioners on low incomes 2. How we assess whether people are eligible for health and disability benefits
  7. 7. @sophiedennis Strategic discovery projects
  8. 8. @sophiedennis start enduser journey pain points
  9. 9. @sophiedennis tactical solution start enduser journey
  10. 10. @sophiedennis strategic solution start enduser journey
  11. 11. @sophiedennis There is a lack of shared understanding of how to do discovery within Government
  12. 12. @sophiedennis
  13. 13. @sophiedennis WHAT WE DID WELL Multidisciplinary, cross-dept team – diverse expertise, collaboration space Policy as the product owner who defines value and outcomes Continuous engagement with stakeholders and SMEs, open show ’n’ tells, no surprises ‘Voice of the user’ even if limited Early exposure of delivery impact to policy, and vice versa Pre-ministerial intent/vision – opportunity for user needs and delivery realities to meaningfully shape policy WHAT WE SHOULD HAVE DONE BETTER Start small, grow when ready Being agile, not doing Agile
 We’re not shipping working software – be flexible, practices and metrics will change Right mindset – uncertainty, complexity, high-level/strategic, flexible roles, problems not solutions New roles, skills and training – discovery coach, facilitation, Digital Academy tailored to discovery, generative user research, service mapping Find ways to work more in the open
 You have to be able to talk to users to do user-centred policy design
  14. 14. @sophiedennis What is discovery?
  15. 15. @sophiedennis userresearch.blog.gov.uk/2015/05/27/doing-user-research-in-the-discovery-phase
  16. 16. @sophiedennis gov.uk/service-manual/agile-delivery/how-the-discovery-phase-works
  17. 17. @sophiedennis diverge Kick off diverge BETA problem space solution space discover define develop deliver peak uncertainty converge diverge converge peak uncertainty “agile delivery” “LeanUX” “designthinking” ImplementExperiment Wildly! Policy Intent Desk Research User Research Future Landscape Current Landscape Outputs 
 & Deliverables DISCOVERY ALPHA Mapping Vision Stakeholder Interviews Spark What Could We Do? What Should We Do?
  18. 18. @sophiedennis diverge Kick off diverge problem space discover define peak uncertainty converge “designthinking” Policy Intent Desk Research User Research Future Landscape Current Landscape Outputs 
 & Deliverables DISCOVERY Mapping Vision Stakeholder Interviews Spark 1. Insight 2. Vision 3. Scoping
  19. 19. @sophiedennis diverge Kick off diverge problem space discover define peak uncertainty converge “designthinking” Policy Intent Desk Research User Research Future Landscape Current Landscape Outputs 
 & Deliverables DISCOVERY Mapping Vision Stakeholder Interviews Spark Defining the problem space User needs The organisation’s goals and objectives Constraints
  20. 20. @sophiedennis diverge Kick off diverge problem space discover define peak uncertainty converge “designthinking” Policy Intent Desk Research User Research Future Landscape Current Landscape Outputs 
 & Deliverables DISCOVERY Mapping Vision Stakeholder Interviews Spark 1. Insight 2. Vision 3. Scoping
  21. 21. @sophiedennis Insight Scoping Scoping Vision gov.uk/service-manual/agile-delivery/how-the-discovery-phase-works Insight Insight Vision Vision Insight Insight +
  22. 22. @sophiedennis Who should do it and
 how long should it take?
  23. 23. @sophiedennis Keep the team small
  24. 24. @sophiedennis 2 people 3 people 4 people 5 people 6 people 7 people
  25. 25. @sophiedennis Use workshops to engage wider stakeholders
  26. 26. @sophiedennis Roles
  27. 27. @sophiedennis 1. Someone to keep things moving along
 2. People with real insight and experience
 3. The people who will be delivering the solution Sarah Prag, Discovering Discovery makeitquotidian.co.uk/2015/06/16/discovering-discovery
  28. 28. @sophiedennis “Working software is the primary measure of progress” The Agile Manifesto agilemanifesto.org/principles.html You’re not doing this sort of “Agile”
  29. 29. @sophiedennis Peak Uncertainty
  30. 30. @sophiedennis
  31. 31. @sophiedennis Fog
  32. 32. @sophiedennis How long should it take?
  33. 33. @sophiedennis “Your discovery should usually take between 4 and 8 weeks” GOV.UK Service Manual gov.uk/service-manual/agile-delivery/ how-the-discovery-phase-works
  34. 34. @sophiedennis “Your discovery should usually take between 4 and 8 weeks” it depends 
GOV.UK Service Manual gov.uk/service-manual/agile-delivery/ how-the-discovery-phase-works
  35. 35. @sophiedennis gds.blog.gov.uk/2015/08/18/mapping-new-ideas-for-the-digital-justice-system-2
  36. 36. @sophiedennis Map the end-to-end big picture
  37. 37. @sophiedennis strategic solution start enduser journey
  38. 38. @sophiedennis
  39. 39. @sophiedennis
  40. 40. @sophiedennis
  41. 41. @sophiedennis Making the map is as valuable as having the map
  42. 42. @sophiedennis Outcomes and outputs
  43. 43. @sophiedennis 1. problem 2. opportunity/objective 3. situation/constraints/context 4. recommendation: Big Idea 5. recommendation: smaller ideas/releasing early value 6. design principles ? Alpha
  44. 44. @sophiedennis Problem statement (What’s the problem?) This should be made up of: • the specific problem the team is addressing • the result of the problem • the change of situation which means the problem becomes a higher risk • the risk that’s a result of the problem and change of situation Melanie Cannon, Lead Content Designer, DWP
 Helping teams define their focus 
 dwpdigital.blog.gov.uk/2017/02/28/helping-teams-define-their-focus
  45. 45. @sophiedennis Short form creative brief
 articles.uie.com/short_form_creative_brief
  46. 46. @sophiedennis Design Principles
 cxpartners.co.uk/our-thinking/design-principles
  47. 47. @sophiedennis Dan Brown
 Documenting Design Discovery
 
 medium.com/eightshapes-llc/documenting-design-discovery-db14da1b0627#.24ud09pj0 Discovery Alpha
  48. 48. @sophiedennis What I learnt about policy
  49. 49. @sophiedennis What do we mean by “policy”?
  50. 50. @sophiedennis Laws of the land 1. Acts of Parliament 2. Rules and regulations Things Government has said it will do 1. Principles and priorities 2. Initiatives The way things are done around here 1. Contractual obligations 2. Processes
  51. 51. @sophiedennis What’s the relationship between policy and service design?
  52. 52. @sophiedennis Users’ experience of government services affects the impact of policy
  53. 53. What is the impact on users of how policy is delivered? Citizen
 Users Policy Service
 Delivery people who access and benefit from the policy or service Intent a desired outcome for citizens or society Policy Design the detail of how it will be implemented
 - legislation, regulations etc Vision a Big Idea for how to achieve it What services are provided to citizens? How are they delivered? By which organisations? Does that have a positive or negative impact on whether policy is effective? Policy is intended to make an impact on citizens and society Citizens experience policy through services Policy is delivered through services What is it supposed to do to address the needs of citizens or society? Users’ experience of government services 
 affects the impact of policy people • processes • tech • data • estates • budget Get re-elected Look good in the papers realm of actual Politics ! ! ! ! ! ! their support network wider society How effectively does it actually do that?
  54. 54. @sophiedennis Policy and service design are loosely coupled
  55. 55. @sophiedennis Flu vaccinations
  56. 56. @sophiedennis Policy Service design
  57. 57. @sophiedennis Is it a policy problem a service design problem or a bit of both ?
  58. 58. @sophiedennis Policy How do we reduce pressure on NHS services? Who qualifies for a free flu jab on the NHS? People who qualify for a free flu jab can get one at a high- street pharmacy Service design Give certain groups of people free flu-jabs on the NHS How do we increase take up? 
 What happens when someone goes for their flu jab at Boots?
  59. 59. @sophiedennis What is Policy’s role? User needs Business goals and objectives Constraints
  60. 60. @sophiedennis User need How could Government address a problem that exists in the world?
  61. 61. @sophiedennis User need How do we reduce pressure on health services from cases of severe flu?
  62. 62. @sophiedennis Business goals and objectives How can we best meet the policy intent or deliver the vision?
  63. 63. @sophiedennis Business goals and objectives Increase take-up of the flu jab

  64. 64. @sophiedennis Constraint What policies govern our service? What rules does it need to comply with? How might policy prevent us delivering a good service to our users?

  65. 65. @sophiedennis Constraint Who qualifies for a free flu jab on the NHS? What evidence do we need to claim back the cost from the NHS? Who counts as “front-line staff” for meeting our 75% target?
  66. 66. @sophiedennis What is Policy’s role? User needs Business goals and objectives Constraints
  67. 67. @sophiedennis beware
 Problem Definition Escalation
  68. 68. @sophiedennis The client asks you to design a business card 
 You respond that the problem is really the client’s logo The client asks you to design a logo
 You say the problem is the 
 entire identity system The client asks you to design the identity
 You say that the problem is the 
 client’s business plan 
 Michael Beirut, ‘You’re So Intelligent’, Design Observer, 9 May 2007 
 designobserver.com/feature/youre-so-intelligent/5917/
  69. 69. @sophiedennis The problem isn’t making something look pretty, you fool, it’s world hunger! Michael Beirut, ‘You’re So Intelligent’, Design Observer, 9 May 2007 
 designobserver.com/feature/youre-so-intelligent/5917/
  70. 70. @sophiedennis What are you doing? 
 Making it easier to book an appointment for a flu jab Why?
 So more people get their flu jabs Why?
 So fewer people end up in hospital with severe, life- threatening flu Why?
 To reduce pressure on the health service Why?
 ONLY WE CAN SAVE THE NHS!

  71. 71. @sophiedennis “the nature of these challenges are emblematic of deeply entrenched flaws in our institutional structures, our underlying theories, definitions of success, and ultimately 
 how we have constructed our civilization.” Christian Bason The frontiers of design for policy
  72. 72. @sophiedennis People still don’t have their flu jabs
  73. 73. @sophiedennis It’s not that policy people don’t “get it”
  74. 74. @sophiedennis Ultimate Stakeholder Management Andrew Persons / i-images
  75. 75. @sophiedennis The problem isn’t that user-centred design isn’t in the room
  76. 76. @sophiedennis
  77. 77. @sophiedennis these challenges are emblematic of deeply entrenched flaws in our institutional structures, our underlying theories, definitions of success, and ultimately how we have constructed our civilization.” Christian Bason The frontiers of design for policy
  78. 78. @sophiedennis “I’ve spent hours at that table,” she whispered to me. “It’s not that great, you know.” Michael Beirut, ‘You’re So Intelligent’, Design Observer, 9 May 2007 
 designobserver.com/feature/youre-so-intelligent/5917/
  79. 79. @sophiedennis Own the problem together
  80. 80. @sophiedennis We’re hiring! jobs.nhs.uk Adventures in Policy Land Sophie Dennis
 service design and product strategy
 @sophiedennis slides: slideshare.net/sophiedennis

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