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