Upgrade to Pro — share decks privately, control downloads, hide ads and more …

Intro to service design for content designers

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

Martin Jordan

October 11, 2017
Tweet

More Decks by Martin Jordan

Other Decks in Design

Transcript

  1. Intro to
    service design
    for content
    designers

    View full-size slide

  2. Ben Tate Martin Jordan
    @bentateart @martin_jordan

    Service designers

    Government Digital Service

    View full-size slide

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

    View full-size slide

  4. GDS
    What service design is

    View full-size slide

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

    View full-size slide

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

    View full-size slide

  7. Sell a
    car
    Start a
    business

    View full-size slide

  8. Employ
    someone

    View full-size slide

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

    after
    children

    View full-size slide

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

    View full-size slide

  11. GDS
    And build services around these

    View full-size slide

  12. GDS
    Rarely, these are entirely new services

    View full-size slide

  13. GDS
    But services that predate the internet

    View full-size slide

  14. GDS
    And are built on existing policies

    View full-size slide

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

    View full-size slide

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

    View full-size slide

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

    View full-size slide

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

    View full-size slide

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

    View full-size slide

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

    View full-size slide

  21. GDS
    Step
    Step
    Complete
    Digital transaction

    View full-size slide

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

    View full-size slide

  23. 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

    View full-size slide

  24. 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

    View full-size slide

  25. 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

    View full-size slide

  26. GDS
    What service designers do

    View full-size slide

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

    View full-size slide

  28. Identify what the real
    problem is

    View full-size slide

  29. Map and visualise
    the journey of users

    View full-size slide

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

    View full-size slide

  31. Spot opportunities
    for reducing cost and
    complexity

    View full-size slide

  32. Help define the
    scope of the service

    View full-size slide

  33. Explore and
    prototype various
    solutions to the
    problem

    View full-size slide

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

    View full-size slide

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

    View full-size slide

  36. GDS
    How content designers and service
    designers work together

    View full-size slide

  37. GDS
    This is a text slide

    View full-size slide

  38. GDS
    What do they do?

    When do they do it?

    How do they do it?

    View full-size slide

  39. 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

    View full-size slide

  40. GDS
    Alpha
    ● Formulate the value proposition

    ● Name the service

    ● Collaborate on prototypes

    View full-size slide

  41. 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

    View full-size slide

  42. GDS
    Some good stuff we have seen:

    View full-size slide

  43. Thanks a million, +kate.ivey-
    [email protected]ffice.gov.uk!

    View full-size slide

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

    View full-size slide

  45. GDS
    To conclude

    View full-size slide

  46. 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

    View full-size slide

  47. Thanks!


    Ben Tate Martin Jordan

    @bentateart @martin_jordan

    View full-size slide