to talk about Service design? Starting with users Framing the problem Orienting around services Setting long term goals and vision for services Communicating service design Getting senior level buy in
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
becomes the proxy for the result you want. You stop looking at outcomes and just make sure you’re doing the process right. Jeff Bezoz in annual letter to shareholders (2017)
what we want people to do and what they actually do is where services become inefficient. Failure demand: avoidable contact, time spent on incomplete or unlikely things, fixing problems, manual processing, guiding people through complexity, hours wasted, opportunity cost.
conflate needs with design decisions. These are things we make people do, not what people need: - prove your address - verify who you are - apply for a credit card
a good user need: If you showed it to a user, would they recognise it as their need? Is it written with words real users use? Does it describe the problem rather than a solution? Will it stay the same regardless of changes to technology, policy, and existing services? Does it help you organise and prioritise work? By @leisa
needs Need to know if I can or can’t go to the UK Need to know exactly what I can and can’t do while here, so I’m not thrown out of the country Need to complete an application and send documentary evidence of my eligibility Need to read latest guidance on policy changes
able to trace anything we do to a clear user need, policy or organisational objective. We must be able to measure progress when working towards these goals.
1. Why are we doing this work? 2. Who are our users? 3. What outcome will users get from this service? 4. What outcome are we looking for? 5. What are our key metrics? http://bit.ly/frame-the-problem
both hands User Get something done Faster decision Not waste time Faster payment Clear content and signposting Public sector Reduced costs Increased automation Increased effectiveness Increased efficiency Reduce error and support required
digital form so that applicants can self serve more’ Who is ‘we’? What are users really trying to do? Why this? How else? Why now? Or else? What does this data tell us? What does this allow us to do? How would this be different? See more at http://bit.ly/2mRZkj8
everything ‘We need a mobile app’ ‘Why do people even need to learn…’ Agree outcomes Know... Decide... Record… Take action… Feel confident… Do the right thing...
end to end service design in large organisations that understand and structure work in different ways eg IT portfolios, technology programmes, projects, enterprise architecture
• start with a verb • describe the activity the service lets the user do and reflect the policy intent • be made of words the people using the service use • be the only way the service is referred to http://bit.ly/helping-teams-define-their-focus
Activities Capabilities Technology Data What someone is trying to do e.g. work in the UK Key stages e.g. applying The things that need to happen e.g. finding out how or verifying something The ability or capacity to do these things Systems and tools that support this service The actual data e.g. name, address
out about something Outcome People know the right thing to do and what to do next. Or they know they don’t have to do anything. Measure - Comprehension - Likelihood of doing the right thing - Proportion of people who need help
a decision Outcome Organisation has the data it needs to make a decision to grant something Measure - Ratio of positive to negative decisions - Ratio of those refused who are subsequently accepted - Time someone is waiting from start to end
do something’ service overall service owner Finding out sub service owner Routing & action sub service owner Make a decision sub service owner Meeting the rules sub service owner
Funeral Service): Give time back to Funeral Directors to spend with clients digital.blogs.coop/helping-funeralcare-rethink-how-we-deliver-our-at-need-funeral-service/
statement should: • be a single sentence • start with a verb • focus on a real problem people have • not refer to a solution • be possible to measure • be big enough to aim for • be adaptable to change
might we check if someone can do something? eg. drive, work, care for children List of prototypes Create a check code Send link in an email Show digital proof Request proof from someone
we typically use: Scenarios User journeys Picture of a whole service Choreographing the work of other teams Prototype parts of a service or patterns Prototype the whole service (fake it)
cover support 2. JFDI: Make good examples and publicise 3. BE the top cover support 4. Reality distortion 5. How to win friends and influence people 6. Allies and alliances 7. Embed with decision makers and budget holders 8. Be willing to see this change over 2 - 5 years 9. Keep going
Ben Holliday
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