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

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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.

Published in: Internet
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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

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