Intro to service design for content designers

9d6c9ebfd653b263a0ed9b5041fd6bf8?s=47 Martin Jordan
October 11, 2017

Intro to service design for content designers

Talk at ConCon 6 on service design for content designers. It discusses what service design is, what service designers do, and
how content designers and service designers work together. Delivered by Ben Tate and Martin Jordan on 11th October 2017

9d6c9ebfd653b263a0ed9b5041fd6bf8?s=128

Martin Jordan

October 11, 2017
Tweet

Transcript

  1. Intro to service design for content designers

  2. Ben Tate Martin Jordan @bentateart @martin_jordan
 Service designers
 Government Digital

    Service
  3. GDS What service design is What service designers do How

    content designers and service designers work together
  4. GDS What service design is

  5. GDS Well, it’s the design of services

  6. GDS Not just from the government’s perspective, but equally from

    the users’
  7. GDS

  8. Sell a car Start a business

  9. Buy
 a car

  10. Employ someone

  11. Service patterns It took me two years to work out

    what i needed to Look
 after children
  12. GDS This means we have to understand users, their contexts,

    needs, and capabilities
  13. GDS And build services around these

  14. GDS Rarely, these are entirely new services

  15. GDS But services that predate the internet

  16. GDS And are built on existing policies

  17. GDS While redesigning services for the modern age, we can

    do things better
  18. GDS Simplify services, reduce complexity, number of steps, humanise language,

    reinterpret policy
  19. GDS Service designers don’t do this on their own –

    they always work in multidisciplinary teams
  20. GDS And thrive when other user-centred design people work with

    them closely
  21. GDS In best case, they work with user researchers and

    content designers right from Discovery
  22. GDS But what is a service? Where does it start?

    Where does it end?
  23. None
  24. GDS Step Step Complete Digital transaction

  25. GDS Step Step Complete End to end transaction Awareness /

    Research Choose Digital Transaction Checks Contact user Operations Goal Complete Non-digital service
  26. GDS Step Step Complete Digital Transaction 1 Step Step Complete

    Digital Transaction 2 Step Complete Physical / Practical test Step Step Complete Digital Transaction 4 Goal Complete Achieving a goal
  27. GDS Step Step Complete Digital Transaction Step Step Complete Digital

    Transaction Goal Complete Achieving a goal Awareness / Research Choose Checks Contact user Operations Complete End to end transaction Step Step Complete Awareness / Research Choose Digital Transaction Checks Contact user Operations Complete Step Complete Offline Transaction
  28. None
  29. GDS A service is a thing to help users, citizens

    or civil servants achieve a goal The context in which they find out about and then do the thing, is important It always starts with a need and an idea of the outcome but not a clear idea of how it will be achieved
  30. GDS What service designers do

  31. GDS Here is what service designers do and are responsible

    for
  32. Identify what the real problem is

  33. Map and visualise the journey of users

  34. Facilitate a shared understanding within and outside of the team

  35. Spot opportunities for reducing cost and complexity

  36. Help define the scope of the service

  37. Explore and prototype various solutions to the problem

  38. Design the service end to end, from backstage to front,

    in all channels
  39. GDS Service designers do this on their own and together

    with content designers
  40. GDS How content designers and service designers work together

  41. GDS This is a text slide

  42. GDS What do they do? When do they do it?

    How do they do it?
  43. GDS

  44. GDS Discovery • Understand users’ mental models and the language

    they use • Archeological digs and analysis of existing content language • Understand the policy and how it’s communicated
  45. GDS Alpha • Formulate the value proposition • Name the

    service • Collaborate on prototypes
  46. GDS Beta • Create detailed to-be maps of the service

    • Work out all user flows into and through the service • Analyse and iterate based on user feedback and other data
  47. GDS Some good stuff we have seen:

  48. None
  49. None
  50. None
  51. Thanks a million, +kate.ivey- williams@digital.cabinet-office.gov.uk!

  52. None
  53. Epic user needs Government goals User need hierarchy Service and

    solution ideas
  54. GDS To conclude

  55. GDS Take aways • Team up with a service designer

    right from Discovery on • Develop a shared understanding of the users’ mental model and language, and design for that • Shape and co-formulate the value proposition of the service
  56. Thanks!
 
 Ben Tate Martin Jordan
 @bentateart @martin_jordan