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How we do design in the government / University of Bristol

9d6c9ebfd653b263a0ed9b5041fd6bf8?s=47 Martin Jordan
October 28, 2016

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.


Martin Jordan

October 28, 2016


  1. Kate Ivey-Williams, Martin Jordan Service Designers
 Government Digital Service

  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

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  8. GDS @KateIW @Martin_Jordan

  9. What we do

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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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  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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  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