User Experience beyond software design

@benholliday #govdesign Future Sync 2017 User Experience beyond software design

@benholliday #govdesign

@benholliday #govdesign DESIGN IS A GOOD IDEA

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

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

@benholliday #govdesign Service design not software design

@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 Designing services means that we’re interested in everything
that happens

@benholliday #govdesign Services are a familiar part of our lives,
and are often less digital than we’ve come to expect

@benholliday #govdesign An early example of a messaging service

@benholliday #govdesign Pre-internet era services intertwined with IT infrastructure

@benholliday #govdesign 26 A P R I L

@benholliday #govdesign Travel. Train to work

@benholliday #govdesign Tickets for travel

@benholliday #govdesign Making a payment. Contactless

@benholliday #govdesign 1-click ordering

@benholliday #govdesign Music. Synced to phone

@benholliday #govdesign Directions. Using geolocation

@benholliday #govdesign Travel. Ofﬁce to hotel

@benholliday #govdesign Something to eat. Delivered to hotel in 30
minutes

@benholliday #govdesign Staying in touch. Picture messaging (MMS)

@benholliday #govdesign Entertainment. Television anywhere with internet access

@benholliday #govdesign Managing money and payments

@benholliday #govdesign Travel Accommodation Food Entertainment Communication Money

@benholliday #govdesign We can think very deliberately about the design
of anything we’re prepared to get close enough to, looking at the detail of every interaction as a result or intention of that service

@benholliday #govdesign The expectations we have for the services we
use every day have changed

@benholliday #govdesign To a user, a service is simple. It’s
something   that helps them to do something designnotes.blog.gov.uk/good-services-are-verbs

@benholliday #govdesign An outcome is what happens as the result
of your service

@benholliday #govdesign Most services provided by large organisations were made
before the internet even existed

@benholliday #govdesign Making things digital   ≠ making digital things

@benholliday #govdesign Making things digital is employing the culture, mindset,
practices, processes, skills and technologies of the internet era

@benholliday #govdesign Digital is something you are, not something you
do http://bit.ly/digital-org

@benholliday #govdesign Things of the internet are: Accessible Responsive Open
Transparent Faster Automated Usable Adaptable Anywhere and anytime Trusted Moving towards instantaneous Efficient

@benholliday #govdesign GOV.UK Services and information Simpler, clearer, faster

@benholliday #govdesign Westpac. Get a Credit Card: 5 days 5
minutes

@benholliday #govdesign Apple. Setting new expectations for a retail experience

@benholliday #govdesign Amazon physical stores. Using online sales and review
data

@benholliday #govdesign DESIGN IS A GOOD IDEA

@benholliday #govdesign Start by understanding user needs

@benholliday #govdesign The problem is we don’t always focus on
user needs

@benholliday #govdesign How close are you to   user experience?

@benholliday #govdesign The view from 30,000 feet

@benholliday #govdesign The street view

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

@benholliday #govdesign DWP services that support: Finding work Managing a
health condition Caring for someone Retirement

@benholliday #govdesign User research: What’s it really like to be
living through this situation? What are people thinking,   feeling, and doing in response to what’s happening in their lives?

@benholliday #govdesign Make sure things are accessible and usable

@benholliday #govdesign Software is a small part of a much
bigger picture. But it doesn’t make it any less important

@benholliday #govdesign Bad example: UK ePrescribing system

@benholliday #govdesign Work on solving real problems

@benholliday #govdesign Bad example: A playground app for the playground
http://bit.ly/2sm6TSB

@benholliday #govdesign Starting with user needs means understanding the real
problems that people have in their lives

@benholliday #govdesign Adjust the focus

@benholliday #govdesign Any creative process needs clarity and 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 Holding on with both hands benholliday.com/the-needs-of-government

@benholliday #govdesign User Experience beyond software design: 1. Recognise changing
expectations 2. Service design is an opportunity 3. Get closer to the problem (user needs) 4. Make sure you get the basics right 5. Adjust the focus 6. Keep going

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

User Experience beyond software design

User Experience beyond software design

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