Collective, small, actions: Service Design in Government

@benholliday #govdesign Collective, small, actions: Service Design in Government

@benholliday #govdesign

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

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

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

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

@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

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

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

@benholliday #govdesign Building a user centred   design community benholliday.com/building-a-design-community

@benholliday #govdesign Service design and everything else

@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)

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

@benholliday #govdesign Everything starts with   a people problem,  
not a technology problem

@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

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

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

@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

@benholliday #govdesign Introducing collective, small, actions

@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

@benholliday #govdesign Culture is everything we do,   how we
do it, our intentions, and how we work together to make it happen

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

@benholliday #govdesign A lens isn’t something we see.   It’s
something we see through

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

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

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

@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

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

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

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

@benholliday #govdesign Be deliberate with   your language

@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

@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

@benholliday #govdesign Adjust the focus

@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

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

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

@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

@benholliday #govdesign Take small risks every day

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

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

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

@benholliday #govdesign Cows on the path.   Not just paving
the cow paths

@benholliday #govdesign Find ways to bring people together

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

@benholliday #govdesign What’s your campfire, or what  draws people together
in   your organisation?

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

@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

@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

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

@benholliday #govdesign Finding your edge gives you focus.   It
makes everything more real

@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

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

@benholliday #govdesign Start small. Think big.  Take responsibility and own
the problem @benholliday #govdesign

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

Collective, small, actions: Service Design in Government

Collective, small, actions: Service Design in Government

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