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Collective, small, actions: Service Design in Government

Ben Holliday
March 30, 2017

Collective, small, actions: Service Design in Government

Transform 2017 keynote talk, Canberra Australia (29 March 2017)

Ben Holliday

March 30, 2017
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  1. @benholliday #govdesign
    Collective, small,
    actions: Service Design
    in Government

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  8. @benholliday #govdesign
    Everything we do is about
    changing lives by providing
    security, extending opportunity
    and giving people in our
    society the support they need

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  9. @benholliday #govdesign
    This is the real challenge:
    A government that delivers
    policy and services, organising
    itself around the needs 

    of its users

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  10. @benholliday #govdesign

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  11. @benholliday #govdesign

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  12. @benholliday #govdesign
    Design team specialising in
    service design, user research,
    interaction design, content
    design and front end
    development

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  13. @benholliday #govdesign
    • Service Design
    • Interaction Design
    • Content Design
    • User Research

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  14. @benholliday #govdesign
    …understanding user needs as
    part of the full end to end service
    experienced by an end-user. 

    This means working across
    multiple channels, not excluding
    administrative or ‘back end’
    systems and processes

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  15. @benholliday #govdesign
    #GOVDESIGN
    IS A GOOD IDEA
    @benholliday #govdesign

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  16. @benholliday #govdesign
    Building an international group of
    government designers
    designnotes.blog.gov.uk/building-an-international-group-of-government-designers

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  17. @benholliday #govdesign
    Building a user centred 

    design community
    benholliday.com/building-a-design-community

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  18. @benholliday #govdesign
    Service design
    and everything
    else

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  19. @benholliday #govdesign

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  20. @benholliday #govdesign
    …the moment we link policy
    implementation and policy-making
    with the products and services that
    people experience, the human
    experience moves into the
    foreground
    Christian Bason (The frontiers of design for policy)

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  21. @benholliday #govdesign

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  22. @benholliday #govdesign

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  23. @benholliday #govdesign
    The problem is the view
    from 30 thousand feet

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  24. @benholliday #govdesign

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  25. @benholliday #govdesign
    Everything starts with 

    a people problem, 

    not a technology problem

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  26. @benholliday #govdesign

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  27. @benholliday #govdesign
    To a user, a service is
    simple. It’s something 

    that helps them to do
    something
    Louise Downe (GDS)
    designnotes.blog.gov.uk/good-services-are-verbs

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  28. @benholliday #govdesign
    Getting a job is practical,
    the fear of getting sick
    and losing your job is
    emotional

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  29. @benholliday #govdesign

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  30. @benholliday #govdesign
    Everything is complex
    and that’s okay. The job
    is to stay focused on
    simple outcomes

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  31. @benholliday #govdesign

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  32. @benholliday #govdesign
    Equality isn’t about making
    things work exactly the same for
    everyone. It’s about having the
    flexibility to get everyone to the
    same outcome
    benholliday.com/better-faster-super-duper

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  33. @benholliday #govdesign
    Introducing
    collective, small,
    actions

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  34. @benholliday #govdesign
    For an organisation to 

    re-organise itself around end-
    users or user experience then
    you first have to shape the
    culture for this to happen

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  35. @benholliday #govdesign
    Culture is everything we do, 

    how we do it, our intentions,
    and how we work together to
    make it happen

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  36. @benholliday #govdesign

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  37. @benholliday #govdesign

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  38. @benholliday #govdesign
    Things we need to succeed:
    • empathy
    • clarity
    • creativity

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  39. @benholliday #govdesign
    A lens isn’t something we see. 

    It’s something we see through

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  40. @benholliday #govdesign
    [PIC - User Research pic/Lab]
    Introducing empathy with 

    user research

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  41. @benholliday #govdesign
    The missing ingredient in
    most organisations is
    clarity and creativity

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  42. @benholliday #govdesign
    …creativity isn’t about
    making additions; it’s
    about making
    subtractions. Ideas need
    honing, simplifying and
    focussing
    Will Gompertz

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  43. @benholliday #govdesign
    … creative organisations
    prioritise rituals of
    doing; the least creative
    organisations prioritise
    rituals of saying, the
    most common of which
    is the meeting
    Kevin Ashton

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  44. @benholliday #govdesign
    A prototype is worth a
    thousand meetings
    Mike Davidson (ex-VP Design, Twitter)

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  45. @benholliday #govdesign
    Getting started with
    small actions
    @benholliday #govdesign

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  46. @benholliday #govdesign
    You can only start small
    because you are small
    (and that’s okay)

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  47. @benholliday #govdesign
    Be deliberate with 

    your language

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  48. @benholliday #govdesign

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  49. @benholliday #govdesign
    The goal should be to remove
    anything, including language, that
    creates barriers when working on
    a public service
    benholliday.com/the-problem-with-customer

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  50. @benholliday #govdesign

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  51. @benholliday #govdesign
    We call it user research not user
    testing. We test our design, our
    words and our ideas. We don’t test
    our users
    Leisa Reichelt (DTA)
    userresearch.blog.gov.uk/its-user-research-not-
    user-testing

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  52. @benholliday #govdesign
    Adjust the focus

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  53. @benholliday #govdesign
    If we’re not
    communicating well with
    each other, it’s unlikely
    we’re communicating
    well with people using
    our services
    Melanie Cannon

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  54. @benholliday #govdesign
    Start with ‘why’.
    Everything we work on
    gets started for a
    reason.
    Then move on to ‘who’,
    ‘what’ and ‘how’

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  55. @benholliday #govdesign
    The needs of government
    benholliday.com/the-needs-of-government

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  56. @benholliday #govdesign
    Successful automation — and
    digital transformation — is about
    freeing people up to tackle the
    problems they don’t normally get
    the time to solve
    Paul Taylor (Bromford Lab)
    paulitaylor.com/how-automation-can-help-us-
    solve-the-problems-that-matter

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  57. @benholliday #govdesign
    Take small risks
    every day

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  58. @benholliday #govdesign
    The greatest enemy
    of success is the
    attempt to fortify
    against failure
    Ed Catmull (co-
    founder Pixar)

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  59. @benholliday #govdesign
    Ways to manage small risks:
    • prioritise rituals of doing
    • experiment more
    • shorten the feedback loop

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  60. @benholliday #govdesign

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  61. @benholliday #govdesign

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  62. @benholliday #govdesign
    Design at its best frames
    the unusual and
    celebrates diversity. Its
    mistakes make it human

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  63. @benholliday #govdesign
    Cows on the path. 

    Not just paving the cow paths

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  64. @benholliday #govdesign
    Find ways to bring
    people together

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  65. @benholliday #govdesign
    A big idea is better than
    having a big plan. People
    get behind ideas

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  66. @benholliday #govdesign
    What’s your campfire, or what

    draws people together in 

    your organisation?

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  67. @benholliday #govdesign
    Vertical campfires
    gds.blog.gov.uk/vertical-campfires-our-user-research-walls

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  68. @benholliday #govdesign
    …move from ‘everyone
    wants to solve the problem’
    to ‘everyone wants the
    problem to be solved’
    benholliday.com/everyone-wants-to-solve-the-problem

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  69. @benholliday #govdesign

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  70. @benholliday #govdesign
    …the more seriously we
    take things the more rigid or
    unimaginative our work can
    become
    benholliday.com/learning-to-enjoy-the-size-of-the-problem

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  71. @benholliday #govdesign
    Work in the open
    and find your edge

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  72. @benholliday #govdesign
    Finding your edge gives you focus. 

    It makes everything more real

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  73. @benholliday #govdesign
    4.
    DO THE
    HARD WORK
    TO MAKE
    IT SIMPLE
    Design
    principles
    Government Digital Service
    1 User needs, not government needs 2 Do less 3 Design with data
    4 Do the hard work to make it simple 5 Iterate. Then iterate again 6 This is for everyone
    7 The unit of delivery is the team 8 Build things people can build on 9 Be consistent not uniform
    10 Make things open, it makes them better
    www.gov.uk/designprinciples 04.2014
    NOT
    GOVERNMENT
    NEEDS

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  74. @benholliday #govdesign
    You earn the extreme moments of
    optimism from the daily struggles
    we all fight our way through
    Bruce Springsteen

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  75. @benholliday #govdesign
    Start small. Think big.

    Take responsibility and
    own the problem
    @benholliday #govdesign

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  76. @benholliday #govdesign

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  77. @benholliday #govdesign
    digital.dwp.gov.uk/careers
    @DWPDigital
    benholliday.com
    @benholliday

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