How we do design in the government / University of Bristol

This talk was given by Kate Ivey-Williams and Martin Jordan to students of the ‘Design & Systems Thinking for Innovation’ course at the University of Bristol.

Transcript

1. Kate Ivey-Williams, Martin Jordan Service Designers
 Government Digital Service
 @KateIW, @Martin_Jordan
2. We’re from the Government Digital Service
3. Before we start GDS @KateIW @Martin_Jordan
4. Innovation: “A viable offering new to a specific context and time, creating a user and provider value” —Vijay Kumar, IIT Institute of Design GDS @KateIW @Martin_Jordan
5. How we do design in the government
6. Who we are What we do How we do it
7. GDS @KateIW @Martin_Jordan
8. GDS @KateIW @Martin_Jordan
9. What we do
10. GDS @KateIW @Martin_Jordan
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18. GDS But government doesn’t make it easy for users to understand services @KateIW @Martin_Jordan
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23. GDS This is how users see services @KateIW @Martin_Jordan
24. Sell a car Start a business GDS @KateIW @Martin_Jordan
25. Buy a car GDS @KateIW @Martin_Jordan
26. Employ someone GDS @KateIW @Martin_Jordan
27. Service patterns It took me two years to work out what i needed to Look after children GDS @KateIW @Martin_Jordan
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29. This is how we do it
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33. GDS @KateIW @Martin_Jordan
34. GDS Service designers @KateIW @Martin_Jordan
35. GDS Interaction designers @KateIW @Martin_Jordan
36. GDS Graphic designers @KateIW @Martin_Jordan
37. GDS Content designers @KateIW @Martin_Jordan
38. User researchers GDS @KateIW @Martin_Jordan
39. User research helps us put users first
40. GDS Empathy @KateIW @Martin_Jordan
41. Perspective @KateIW @Martin_Jordan
42. GDS Messy lives @KateIW @Martin_Jordan
43. GDS Technology is not the centre @KateIW @Martin_Jordan
44. GDS Context @KateIW @Martin_Jordan
45. GDS Journeys @KateIW @Martin_Jordan GDS @KateIW @Martin_Jordan
46. User journey mapping
47. GDS @KateIW @Martin_Jordan User journeys give context: •They contextualise everything from the user’s perspective •They are a way of seeing how everything strings together to create the user’s experience GDS @KateIW @Martin_Jordan
48. GDS @KateIW @Martin_Jordan User journeys give context: •The journey is bigger than the service •The service contains content and transactions GDS @KateIW @Martin_Jordan
49. GDS @KateIW @Martin_Jordan There are lots of different takes on user journeys GDS @KateIW @Martin_Jordan
50. GDS @KateIW @Martin_Jordan A diagram that maps out a user’s journey through a service over time Time GDS @KateIW @Martin_Jordan
51. GDS @KateIW @Martin_Jordan The horizontal axis (end-to-end) has phases, activities, steps from the user’s perspective. GDS @KateIW @Martin_Jordan
52. GDS @KateIW @Martin_Jordan The vertical axis (front-to-back) has whatever layers you need to include to understand how the service works. GDS @KateIW @Martin_Jordan
53. GDS @KateIW @Martin_Jordan There are 2 types of user journeys: 1.As-is / existing 2.To-be / future GDS @KateIW @Martin_Jordan
54. GDS @KateIW @Martin_Jordan As-is journey mapping helps you understand how things are now: ◦ hypothetical journey map, pre-research ◦ research-based journey map GDS @KateIW @Martin_Jordan
55. GDS @KateIW @Martin_Jordan Future journey mapping helps you to design the future: ◦ working document up on a white board ◦ communication tool GDS @KateIW @Martin_Jordan
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60. GDS GDS @KateIW @Martin_Jordan
61. GDS GDS @KateIW @Martin_Jordan
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65. Many parallels to your course task GDS @KateIW @Martin_Jordan
66. Take-aways and recommendations GDS @KateIW @Martin_Jordan
67. Discovery phase: •Identify the user & who else is involved •Uncover their motivations, needs & context •Map their entire journey •Reflect on what’s in it for them (think policy intent vs. user needs) •Find sweet spots for changing behaviour GDS @KateIW @Martin_Jordan
68. Questions
69. Thanks! Kate Ivey-Williams, Martin Jordan Government Digital Service
 @KateIW, @Martin_Jordan