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How we do design in the government / University of Bristol

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
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  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. GDS
    @KateIW @Martin_Jordan

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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
    But government doesn’t make it easy for
    users to understand services
    @KateIW @Martin_Jordan

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

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

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  24. Buy a
    car
    GDS
    @KateIW @Martin_Jordan

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  25. Employ
    someone
    GDS
    @KateIW @Martin_Jordan

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  26. 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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  27. GDS
    @KateIW @Martin_Jordan

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  28. This is how we do it

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  29. GDS
    @KateIW @Martin_Jordan

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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
    Service designers
    @KateIW @Martin_Jordan

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  34. GDS
    Interaction designers
    @KateIW @Martin_Jordan

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  35. GDS
    Graphic designers
    @KateIW @Martin_Jordan

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  36. GDS
    Content designers
    @KateIW @Martin_Jordan

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  37. User researchers
    GDS
    @KateIW @Martin_Jordan

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  38. User research helps
    us put users first

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  39. GDS
    Empathy
    @KateIW @Martin_Jordan

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  40. Perspective
    @KateIW @Martin_Jordan

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  41. GDS
    Messy lives
    @KateIW @Martin_Jordan

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

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  43. GDS
    Context
    @KateIW @Martin_Jordan

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  44. GDS
    Journeys
    @KateIW @Martin_Jordan GDS
    @KateIW @Martin_Jordan

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  45. User journey
    mapping

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  46. 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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  47. 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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  48. GDS
    @KateIW @Martin_Jordan
    There are lots of
    different takes on user
    journeys
    GDS
    @KateIW @Martin_Jordan

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  49. 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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  50. 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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  51. 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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  52. 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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  53. 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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  54. 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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  55. 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
    GDS
    @KateIW @Martin_Jordan

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  60. GDS
    GDS
    @KateIW @Martin_Jordan

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

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

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

    @KateIW, @Martin_Jordan

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