Research and Design in Government 1

introduction TO UCD
user needs
disciplines in UCD

Transcript

1. Welcome to the Strand Palace Hotel
2. Sue Davis Content design training Government Digital Service @suedavis68
3. Research and design in government
4. Learning objectives: What user-centred design (UCD) is Why UCD is important How to do UCD in an agile team How the different disciplines in UCD work
5. 01 Intro to user-centred design (UCD) 02 User needs 03 Disciplines in UCD 04 This is for everyone 05 User research 06 Designing simple services 07 Prototyping
6. Your user story As a ... I want to ... So that ...
7. Design in the public sector
8. There’s a long history of great design in the public sector
9. 9 of the top 10 ‘Great British Designs’ voted for by the public in 2015 have a direct connection to the public sector Guess what they were
10. 1 Red Phone Box 2 Routemaster Double Decker Bus 3 Union Jack 4 Spitfire 5 Rolls Royce 6 London Taxi 7 Tube Map 8 Mini Cooper 9 Concorde 10 Red Pillar Box
13. Public sector design used to mainly be about physical infrastructure Today it’s much more likely to be about the design of digital services
14. 01 What is user-centred design?
15. User-centred design is design that puts the needs of the user at the heart of the process
16. What other things could you use to drive your design process?
17. Saving money Making money New technology Fraud and security Politics Persuasion and changing behaviour
18. Creativity Delight Innovation Novelty Ego
19. User-centred design says that none of these things are as important as meeting the needs of the user
20. It’s a method for designing services and products...
22. design research develop
23. You can only make as well as you can measure
24. Question What are good sources of user data?
25. Good sources of user data: - user research - web analytics - web search data - departmental data - call centres
28. There are other ways to do design, but we believe this is the best way to design services in the public sector
29. Why be user centred?
30. Unlike the private sector, people have to use our services - they have no choice
31. Either there is no alternative to choose from or they are legally obliged to use the service
32. Because of this, we have an obligation to make those services work for the people who have to use them
33. There’s a strong business case for user centred design too
34. People have higher expectations of digital services now
35. User centred services are more efficient and more effective
36. Bad service design is one of the biggest costs to government.
37. 20% of UK GDP is spent on public services
38. 60% of the cost of those services is spent on calls and casework
39. What are the main causes of calls and casework?
40. “I don’t understand what to do” “When will I get a response?” “My situation doesn’t fit your form” “You made a mistake”
41. These are all forms of failure demand
42. Failure demand Demand on a service caused by a failure to do something or do something right for the user
43. Failure demand is expensive Most of this failure demand could be avoided with better service design
44. Well designed public services can improve people’s lives AND save taxpayers money
45. Examples
46. Apply for a UK Visa
48. Passport Photo Employer's letter Letter of invitation Bank deposit certificate Bank statement Property certificate Marriage certificate Retirement certificate Family book (Hukou) Business registration certificate Car insurance Certificate of relationship to parents Utilities bills, P60 council tax bill
50. Passport Photo Employer's letter Letter of invitation Bank deposit certificate Bank statement Property certificate Marriage certificate Retirement certificate Family book (Hukou) Business registration certificate Car insurance Certificate of relationship to parents Utilities bills, P60 council tax bill
51. Passport Photo Employer's letter Letter of invitation Bank deposit certificate Bank statement Property certificate Marriage certificate Retirement certificate Family book (Hukou) Business registration certificate Car insurance Certificate of relationship to parents Utilities bills, P60 council tax bill
52. The team reduced the amount of paper documents sent in by 25%
53. Less effort and stress for users Less administration for staff Better response times A more efficient service
54. User centred design is the best way to make efficient services that improve people’s lives
57. Summary User-centred design (UCD) is a methodology for designing services around the needs of their users In UCD you repeatedly improve your service based on user research User centred services save users and service teams time, money and effort
58. Any questions?
59. 02 User needs
64. ‘User needs’ are the needs that a user has of a service, and which that service must satisfy for the user to get the right outcome for them. Service Manual
65. Types of user need
66. Stated needs Intrinsic needs Societal needs
67. Stated needs What the user says they need to do “I need to learn to drive”
68. Intrinsic or unstated needs What users assume we’re doing for them, without saying it out loud “I want my information to be kept safe and secure”
69. Societal needs Broad needs that everyone in society has “I want to be safe”
70. Government needs? No. Governments have goals, policy intent and desired outcomes, but not needs.
71. You ≠ the user
72. Other people who are not the user: Your colleague Your boss Jeff from accounts Managers of people who are users People who represent your users
73. 4 tests for a good user need
74. 1. If you showed this need to a real end user, would they recognise it as their own need?
75. 2. Does it help you to organise and prioritise the work for your project?
76. 3. Does the need describe the problem, not the solution?
77. 4. Will the need stay the same regardless of changes to technology, policy and existing services?
78. Some good examples...
79. I need to buy a car
80. I need to employ someone
81. I need to learn to drive
82. I need to become a childminder
83. Hierarchies of need
84. Needs come in a hierarchy: Broad goals at the top Low level tasks at the bottom
85. I need to live a happy, healthy, safe and fulfilled life I need somewhere safe to live I need to be able to live in my property without threat of having it stolen or taken from me I need to register my land so that my property ownership is legally protected
86. I need to live a happy, healthy, safe and fulfilled life I need somewhere safe to live I need to be able to live in my property without threat of having it stolen or taken from me I need to register my land so that my property ownership is legally protected HM Land Registry
87. Are these good user needs?
88. As a customer, I need to give details about myself, so that the details can be accurately recorded on my claim
89. As someone who has been made redundant, I need to know how much redundancy money I’m entitled to, so I can plan my finances
90. As a product owner, I need to be able to demonstrate the history function to the board
91. As a carer, I need a benefits calculator, so I can find out if I can get Carer's Allowance
92. As a visitor to the UK, I need to know straight away if I can get a visa, so I don’t waste time applying for one
93. What are the user needs for these services?
98. Exercise Write user needs for a service represented by someone on your table User needs should be: real, practical, problem-centred, relatively timeless
99. Summary User needs are at the heart of user centred design A good user need describes a problem not the solution and helps you prioritise work It’s written from the user's perspective and is not dependent on a specific technology
100. Any questions?
101. 03 Disciplines in user-centred design
102. You need a multidisciplinary team to do user-centred design
103. Designers User researchers + Developers Analysts Product owners Delivery managers
104. design research develop User-centred design involves regularly iterating a product or service
105. Scrum
107. The user research and design team will often be ahead of development
108. “You have to be able to do research and design well ahead of the development of a feature - I'd say it takes at least 3 research iterations (so about 6 weeks for us) to get confident about an approach.”
109. "Your prototypes and research shouldn't get too far ahead of the live project because then it will be really hard to feed your designs into the project."
110. Kanban
112. User experience The experience that someone has when they use your product or service
113. The user experience is everyone’s responsibility
114. Service design Interaction design Design Content design Graphic design
115. Service design Interaction design [Usefulness] [Usability] Design Content design Graphic design [Comprehension] [Clarity]
117. When you design as a team you’re more likely to find the best solution
118. Choose the right tool for the job You can’t solve a service design problem with content design
119. designnotes.blog.gov.uk/2016/04/22/
120. www.gov.uk/government/collections/digital-data-and-technology-job-roles-in-government
121. Example
122. Register as a waste carrier (before) 50+ pages of content 1 tool 1 transaction
123. Register as a waste carrier (after) 1 transaction, starting with a few simple routing questions
124. Design services end-to-end and front-to-back
125. User journey mapping
128. Summary User centred design requires a multidisciplinary team of designers, researchers, developers and more You’ll need a combination of service, interaction, graphic and content design The user experience is everyone’s responsibility
129. Any questions?