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
   

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2. We’re from the
   Government Digital
   Service
   

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3. Before we start
   GDS
   @KateIW @Martin_Jordan
   

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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
   

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5. How we do design in
   the government
   

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6. Who we are
   What we do
   How we do it
   

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7. GDS
   @KateIW @Martin_Jordan
   

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8. GDS
   @KateIW @Martin_Jordan
   

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9. What we do
   

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10. GDS
    @KateIW @Martin_Jordan
    

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11. GDS
    @KateIW @Martin_Jordan
    

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12. GDS
    @KateIW @Martin_Jordan
    

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13. GDS
    @KateIW @Martin_Jordan
    

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14. GDS
    @KateIW @Martin_Jordan
    

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15. GDS
    @KateIW @Martin_Jordan
    

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16. GDS
    @KateIW @Martin_Jordan
    

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17. 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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19. GDS
    @KateIW @Martin_Jordan
    

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20. GDS
    @KateIW @Martin_Jordan
    

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21. GDS
    @KateIW @Martin_Jordan
    

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22. GDS
    @KateIW @Martin_Jordan
    

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23. GDS
    This is how users see services
    @KateIW @Martin_Jordan
    

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24. Sell a car
    Start a
    business
    GDS
    @KateIW @Martin_Jordan
    

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25. Buy a
    car
    GDS
    @KateIW @Martin_Jordan
    

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26. Employ
    someone
    GDS
    @KateIW @Martin_Jordan
    

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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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28. GDS
    @KateIW @Martin_Jordan
    

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29. This is how we do it
    

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30. GDS
    @KateIW @Martin_Jordan
    

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31. GDS
    @KateIW @Martin_Jordan
    

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32. GDS
    @KateIW @Martin_Jordan
    

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33. GDS
    @KateIW @Martin_Jordan
    

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34. GDS
    Service designers
    @KateIW @Martin_Jordan
    

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35. GDS
    Interaction designers
    @KateIW @Martin_Jordan
    

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36. GDS
    Graphic designers
    @KateIW @Martin_Jordan
    

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37. GDS
    Content designers
    @KateIW @Martin_Jordan
    

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38. User researchers
    GDS
    @KateIW @Martin_Jordan
    

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39. User research helps
    us put users first
    

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40. GDS
    Empathy
    @KateIW @Martin_Jordan
    

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41. Perspective
    @KateIW @Martin_Jordan
    

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42. GDS
    Messy lives
    @KateIW @Martin_Jordan
    

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43. GDS
    Technology is
    not the centre
    @KateIW @Martin_Jordan
    

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44. GDS
    Context
    @KateIW @Martin_Jordan
    

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45. GDS
    Journeys
    @KateIW @Martin_Jordan GDS
    @KateIW @Martin_Jordan
    

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46. User journey
    mapping
    

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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
    

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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
    

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49. GDS
    @KateIW @Martin_Jordan
    There are lots of
    different takes on user
    journeys
    GDS
    @KateIW @Martin_Jordan
    

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50. GDS
    @KateIW @Martin_Jordan
    A diagram that maps out a user’s journey
    through a service over time
    Time
    GDS
    @KateIW @Martin_Jordan
    

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51. GDS
    @KateIW @Martin_Jordan
    The horizontal axis (end-to-end)
    has phases, activities, steps from the
    user’s perspective.
    GDS
    @KateIW @Martin_Jordan
    

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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
    

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53. GDS
    @KateIW @Martin_Jordan
    There are 2 types of user journeys:
    1.As-is / existing
    2.To-be / future
    GDS
    @KateIW @Martin_Jordan
    

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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
    

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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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56. GDS
    @KateIW @Martin_Jordan
    

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57. GDS
    @KateIW @Martin_Jordan
    

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58. GDS
    @KateIW @Martin_Jordan
    

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59. GDS
    @KateIW @Martin_Jordan
    

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60. GDS
    GDS
    @KateIW @Martin_Jordan
    

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61. GDS
    GDS
    @KateIW @Martin_Jordan
    

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62. GDS
    @KateIW @Martin_Jordan
    

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63. GDS
    @KateIW @Martin_Jordan
    

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64. GDS
    @KateIW @Martin_Jordan
    

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65. Many parallels to your course task
    GDS
    @KateIW @Martin_Jordan
    

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66. Take-aways and recommendations
    GDS
    @KateIW @Martin_Jordan
    

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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
    

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68. Questions
    

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69. Thanks!
    Kate Ivey-Williams, Martin Jordan
    Government Digital Service

    @KateIW, @Martin_Jordan
    

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