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

Transcript

1. Intro to
   service design
   for content
   designers
   

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2. Ben Tate Martin Jordan
   @bentateart @martin_jordan

   Service designers

   Government Digital Service
   

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3. GDS
   What service design is
   What service designers do
   How content designers and service
   designers work together
   

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4. GDS
   What service design is
   

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

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

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7. GDS
   

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8. Sell a
   car
   Start a
   business
   

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9. Buy

   a car
   

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10. Employ
    someone
    

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11. Service patterns
    It took me two
    years to work
    out what i
    needed to
    Look

    after
    children
    

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12. GDS
    This means we have to understand
    users, their contexts, needs, and
    capabilities
    

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13. GDS
    And build services around these
    

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14. GDS
    Rarely, these are entirely new services
    

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15. GDS
    But services that predate the internet
    

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16. GDS
    And are built on existing policies
    

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

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18. GDS
    Simplify services, reduce complexity,
    number of steps, humanise language,
    reinterpret policy
    

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19. GDS
    Service designers don’t do this on their
    own – they always work in
    multidisciplinary teams
    

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20. GDS
    And thrive when other user-centred
    design people work with them closely
    

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21. GDS
    In best case, they work with user
    researchers and content designers
    right from Discovery
    

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22. GDS
    But what is a service? Where does it
    start? Where does it end?
    

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24. GDS
    Step
    Step
    Complete
    Digital transaction
    

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25. GDS
    Step
    Step
    Complete
    End to end transaction
    Awareness /
    Research
    Choose
    Digital
    Transaction
    Checks
    Contact user
    Operations
    Goal Complete
    Non-digital
    service
    

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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
    

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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
    

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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
    

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30. GDS
    What service designers do
    

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

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32. Identify what the real
    problem is
    

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33. Map and visualise
    the journey of users
    

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

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35. Spot opportunities
    for reducing cost and
    complexity
    

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36. Help define the
    scope of the service
    

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37. Explore and
    prototype various
    solutions to the
    problem
    

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38. Design the service
    end to end,
    from backstage to
    front,
    in all channels
    

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39. GDS
    Service designers do this on their own
    and together with content designers
    

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40. GDS
    How content designers and service
    designers work together
    

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41. GDS
    This is a text slide
    

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

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43. GDS
    

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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
    

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45. GDS
    Alpha
    ● Formulate the value proposition
    
    ● Name the service
    
    ● Collaborate on prototypes
    

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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
    

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47. GDS
    Some good stuff we have seen:
    

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51. Thanks a million, +kate.ivey-
    williams@digital.cabinet-office.gov.uk!
    

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53. Epic user needs
    Government goals
    User need hierarchy Service and
    solution ideas
    

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54. GDS
    To conclude
    

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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
    

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56. Thanks!

    

    Ben Tate Martin Jordan

    @bentateart @martin_jordan
    

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