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Louise Downe
Head of Design for UK Government
Government Digital Service
@LouiseDowne
Hello!
I’m from the
Government
Digital Service
@louisedowne GDS
We do the website
@louisedowne GDS@louisedowne GDS@louisedowne GDS@louisedowne GDS
We build
common products
@louisedowne GDS@louisedowne GDS@louisedowne GDS@louisedowne GDS@louisedowne GDS@louisedowne GDS
@louisedowne GDS@louisedowne GDS@louisedowne GDS@louisedowne GDS@louisedowne GDS
We help transform
government services
@louisedowne GDS@louisedowne GDS
@louisedowne GDS@louisedowne GDS@louisedowne GDS
I lead the services bit
and the design bit
@louisedowne GDS
@louisedowne GDS@louisedowne GDS
300 designers
10 heads of design
@louisedowne GDS
A lot has changed
in 5 years
@louisedowne GDS
“Government is not
meeting the needs of
users”
@louisedowne GDS
We saved
£3.56 billion
€4560162711.71
493640305567 CHF
@louisedowne GDS@louisedowne GDS
@louisedowne GDS@louisedowne GDS
We’ve only just
started
Service design is
the next challenge for
government
20% of UK GDP
is spent on public
services
@louisedowne
80% of the cost of
Government
is spent on services
@louisedowne
60% of that cost is
spent on calls
and casework
@louisedowne
Reporting of Injuries, Diseases and Dangerous Occurrences
Regulations 1995 (RIDDOR)
Registrations for Knowledge Transfer N...
Google is the home
page to your service
@louisedowne
#GOOGLEFAIL
@louisedowne
@louisedowne GDS
*
@louisedowne
The 8th most popular
service on GOV.UK
is a phone number
Our services weren’t
designed for the
internet
@louisedowne
Sell a carStart a
business
@louisedowne
Buy a car
@louisedowne
Employ
someone
@louisedowne
Service patterns
It took me two
years to work out
what i needed to
Look after
children
@louisedowne
Good services are verbs
Bad services are nouns
@louisedowne
Changing the way a
service looks won’t
fix this
New technology
won’t either
We need to rebuild
services from the
ground up
Service design is
90% archeology
@louisedowne
Service design is not:
A process
A set of tools
An ideology
A belief
Co-design
A new word for UX
A obsession with anyone p...
Service design is
the design of services
@louisedowne
5 things we’re doing
to scale service design
@louisedowne
1.
Build verbs not nouns
40% of phone calls to
government are to
check “what to do”
@louisedowne
@louisedowne
@louisedowne
2.
Reduce complexity
Most of the time a
better service is a
more efficient service
@louisedowne
@louisedowne GDS
screen shot + what changed
@louisedowne @katyarnie@louisedowne GDS
1. Passport
2. Photo
3. Employers letter
4. Letter of invitation
5. Bank deposit certificate
6. Bank statement
7. Property...
1. Passport
2. Photo
3. Employers letter
4. Letter of invitation
5. Bank deposit certificate
6. Bank statement
7. Property...
Reduced paper
documents sent by
25%
@louisedowne
3.
Collaborate in the
open
Most services
involve more than
one part of government
@louisedowne
@louisedowne
4.
Empower
the network
Most standards are:
created once
from the center
untested
mostly wrong
@louisedowne
@louisedowne GDS@louisedowne GDS@louisedowne GDSGDS
700 contributors
updated daily
open to everyone
@louisedowne
We’re writing policy
live and in the open
@louisedowne
5.
Build teams of people
who can make things
@louisedowne GDS@louisedowne GDS@louisedowne GDS@louisedowne
@louisedowne
Highest completion
rate in government
@louisedowne
The user experience
is everyone's
responsibility
@louisedowne
It’s not complicated
@louisedowne
It’s not complicated
It’s just hard
@louisedowne
It’s not complicated
It’s just hard
(we’re not giving up)
@louisedowne
Thanks!
Louise Downe
Head of Design for Government
Government Digital Service
@LouiseDowne
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Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 1 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 2 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 3 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 4 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 5 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 6 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 7 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 8 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 9 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 10 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 11 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 12 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 13 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 14 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 15 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 16 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 17 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 18 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 19 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 20 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 21 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 22 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 23 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 24 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 25 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 26 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 27 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 28 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 29 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 30 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 31 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 32 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 33 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 34 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 35 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 36 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 37 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 38 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 39 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 40 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 41 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 42 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 43 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 44 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 45 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 46 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 47 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 48 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 49 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 50 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 51 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 52 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 53 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 54 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 55 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 56 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 57 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 58 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 59 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 60 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 61 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 62 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 63 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 64 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 65 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 66 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 67 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 68 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 69 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 70 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 71 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 72 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 73 Louise Downe - Redesigning government for the 21st century - UX Lausanne Slide 74
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How to move away from a “transaction after transaction” behavior to create the right services


In United kingdom, providing services to individuals and businesses, makes up 80% of the cost of government. Of this 80%, up to 60% is spent on the cost of service failure. This money is spent dealing with the fall out of millions of applications, renewals, and revocations made by users who aren’t eligible, don’t actually need to do a thing, or do so in the wrong way. This is not ‘user error’: service failure could be avoided by better designed services. But how to make sure to meet the needs of users? And how to scale user centred design in the UK’s largest single organisation?

In her talk, Louise will explain how to move away from a “transaction after transaction” behavior to create the right services.

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Louise Downe - Redesigning government for the 21st century - UX Lausanne

  1. 1. Louise Downe Head of Design for UK Government Government Digital Service @LouiseDowne
  2. 2. Hello!
  3. 3. I’m from the Government Digital Service @louisedowne GDS
  4. 4. We do the website
  5. 5. @louisedowne GDS@louisedowne GDS@louisedowne GDS@louisedowne GDS
  6. 6. We build common products
  7. 7. @louisedowne GDS@louisedowne GDS@louisedowne GDS@louisedowne GDS@louisedowne GDS@louisedowne GDS
  8. 8. @louisedowne GDS@louisedowne GDS@louisedowne GDS@louisedowne GDS@louisedowne GDS
  9. 9. We help transform government services
  10. 10. @louisedowne GDS@louisedowne GDS
  11. 11. @louisedowne GDS@louisedowne GDS@louisedowne GDS
  12. 12. I lead the services bit and the design bit @louisedowne GDS
  13. 13. @louisedowne GDS@louisedowne GDS
  14. 14. 300 designers 10 heads of design @louisedowne GDS
  15. 15. A lot has changed in 5 years
  16. 16. @louisedowne GDS
  17. 17. “Government is not meeting the needs of users” @louisedowne GDS
  18. 18. We saved £3.56 billion
  19. 19. €4560162711.71
  20. 20. 493640305567 CHF
  21. 21. @louisedowne GDS@louisedowne GDS
  22. 22. @louisedowne GDS@louisedowne GDS
  23. 23. We’ve only just started
  24. 24. Service design is the next challenge for government
  25. 25. 20% of UK GDP is spent on public services @louisedowne
  26. 26. 80% of the cost of Government is spent on services @louisedowne
  27. 27. 60% of that cost is spent on calls and casework @louisedowne
  28. 28. Reporting of Injuries, Diseases and Dangerous Occurrences Regulations 1995 (RIDDOR) Registrations for Knowledge Transfer Network (KTN)/connect access (MEMBERS) Request for a further search under section 17(6) or payment for a supplementary certificate under section 17(8)/Request for search (F9/F9A) Employer Ownership Pilot (EOP) Well Operations Notification System (WONS): consents and notifications Charity Letter Forwarding Service @louisedowne
  29. 29. Google is the home page to your service @louisedowne
  30. 30. #GOOGLEFAIL @louisedowne
  31. 31. @louisedowne GDS * @louisedowne
  32. 32. The 8th most popular service on GOV.UK is a phone number
  33. 33. Our services weren’t designed for the internet @louisedowne
  34. 34. Sell a carStart a business @louisedowne
  35. 35. Buy a car @louisedowne
  36. 36. Employ someone @louisedowne
  37. 37. Service patterns It took me two years to work out what i needed to Look after children @louisedowne
  38. 38. Good services are verbs Bad services are nouns @louisedowne
  39. 39. Changing the way a service looks won’t fix this
  40. 40. New technology won’t either
  41. 41. We need to rebuild services from the ground up
  42. 42. Service design is 90% archeology @louisedowne
  43. 43. Service design is not: A process A set of tools An ideology A belief Co-design A new word for UX A obsession with anyone poor/elderly/ill Immune from capitalism Something anyone can do Difficult to describe to your friends and family GDS@louisedowne
  44. 44. Service design is the design of services @louisedowne
  45. 45. 5 things we’re doing to scale service design @louisedowne
  46. 46. 1. Build verbs not nouns
  47. 47. 40% of phone calls to government are to check “what to do” @louisedowne
  48. 48. @louisedowne
  49. 49. @louisedowne
  50. 50. 2. Reduce complexity
  51. 51. Most of the time a better service is a more efficient service @louisedowne
  52. 52. @louisedowne GDS
  53. 53. screen shot + what changed @louisedowne @katyarnie@louisedowne GDS
  54. 54. 1. Passport 2. Photo 3. Employers letter 4. Letter of invitation 5. Bank deposit certificate 6. Bank statement 7. Property certificate 8. Marriage certificate 9. Retirement certificate 10. Family book (Hukou) 11. Business registration certificate 12. Car insurance 13. Certificate of relationship to parents 14. Utilities bills, P60 council tax bill @louisedowne
  55. 55. 1. Passport 2. Photo 3. Employers letter 4. Letter of invitation 5. Bank deposit certificate 6. Bank statement 7. Property certificate 8. Marriage certificate 9. Retirement certificate 10. Family book (Hukou) 11. Business registration certificate 12. Car insurance 13. Certificate of relationship to parents 14. Utilities bills, P60 council tax bill @louisedowne
  56. 56. Reduced paper documents sent by 25% @louisedowne
  57. 57. 3. Collaborate in the open
  58. 58. Most services involve more than one part of government @louisedowne
  59. 59. @louisedowne
  60. 60. 4. Empower the network
  61. 61. Most standards are: created once from the center untested mostly wrong @louisedowne
  62. 62. @louisedowne GDS@louisedowne GDS@louisedowne GDSGDS
  63. 63. 700 contributors updated daily open to everyone @louisedowne
  64. 64. We’re writing policy live and in the open @louisedowne
  65. 65. 5. Build teams of people who can make things
  66. 66. @louisedowne GDS@louisedowne GDS@louisedowne GDS@louisedowne
  67. 67. @louisedowne
  68. 68. Highest completion rate in government @louisedowne
  69. 69. The user experience is everyone's responsibility @louisedowne
  70. 70. It’s not complicated @louisedowne
  71. 71. It’s not complicated It’s just hard @louisedowne
  72. 72. It’s not complicated It’s just hard (we’re not giving up) @louisedowne
  73. 73. Thanks!
  74. 74. Louise Downe Head of Design for Government Government Digital Service @LouiseDowne

How to move away from a “transaction after transaction” behavior to create the right services In United kingdom, providing services to individuals and businesses, makes up 80% of the cost of government. Of this 80%, up to 60% is spent on the cost of service failure. This money is spent dealing with the fall out of millions of applications, renewals, and revocations made by users who aren’t eligible, don’t actually need to do a thing, or do so in the wrong way. This is not ‘user error’: service failure could be avoided by better designed services. But how to make sure to meet the needs of users? And how to scale user centred design in the UK’s largest single organisation? In her talk, Louise will explain how to move away from a “transaction after transaction” behavior to create the right services.

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