@benholliday #govdesign
Future Sync 2017
User Experience
beyond software design
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@benholliday #govdesign
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DESIGN IS
A GOOD IDEA
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@benholliday #govdesign
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Building a design community
benholliday.com/building-a-design-community
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@benholliday #govdesign
Design team specialising in
service design, user research,
interaction design, content
design and front end
development
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@benholliday #govdesign
Service design not
software design
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@benholliday #govdesign
…understanding user needs as
part of the full end-to-end service
experienced by an end-user.
This means working across
multiple channels, not excluding
administrative or ‘back end’
systems and processes
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@benholliday #govdesign
Designing services
means that we’re
interested in everything
that happens
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@benholliday #govdesign
Services are a familiar
part of our lives, and are
often less digital than
we’ve come to expect
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An early example of a messaging service
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Pre-internet era services intertwined with IT infrastructure
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A P R I L
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Travel. Train to work
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Tickets for travel
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Making a payment. Contactless
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1-click ordering
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Music. Synced to phone
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Directions. Using geolocation
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Travel. Office to hotel
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Something to eat. Delivered to hotel in 30 minutes
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Staying in touch. Picture messaging (MMS)
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Entertainment. Television anywhere with internet access
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Managing money and payments
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Travel
Accommodation
Food
Entertainment
Communication
Money
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We can think very deliberately
about the design of anything
we’re prepared to get close
enough to, looking at the detail of
every interaction as a result or
intention of that service
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The expectations we
have for the services we
use every day have
changed
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To a user, a service is
simple. It’s something
that helps them to do
something
designnotes.blog.gov.uk/good-services-are-verbs
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An outcome is what
happens as the result of
your service
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Most services provided
by large organisations
were made before the
internet even existed
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@benholliday #govdesign
Making things digital
≠ making digital things
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Making things digital is
employing the culture,
mindset, practices, processes,
skills and technologies of the
internet era
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Digital is something you are,
not something you do
http://bit.ly/digital-org
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Things of the internet are:
Accessible
Responsive
Open
Transparent
Faster
Automated
Usable
Adaptable
Anywhere and anytime
Trusted
Moving towards instantaneous
Efficient
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GOV.UK
Services and information
Simpler, clearer, faster
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Westpac. Get a Credit Card:
5 days 5 minutes
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Apple. Setting new expectations for a retail experience
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Amazon physical stores. Using online sales and review data
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DESIGN IS
A GOOD IDEA
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@benholliday #govdesign
Start by
understanding
user needs
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The problem is we don’t
always focus on user needs
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How close are you to
user experience?
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The view from 30,000 feet
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The street view
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Everything starts
with a people problem,
not a technology or
software problem
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DWP services that support:
Finding work
Managing a health condition
Caring for someone
Retirement
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User research:
What’s it really like to be living
through this situation?
What are people thinking,
feeling, and doing in response to
what’s happening in their lives?
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Make sure things
are accessible
and usable
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Software is a small part
of a much bigger picture.
But it doesn’t make it
any less important
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Bad example: UK ePrescribing system
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Bad example: UK ePrescribing system
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Work on solving
real problems
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Bad example: A playground app for the playground
http://bit.ly/2sm6TSB
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Starting with user needs
means understanding
the real problems that
people have in their lives
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Adjust the focus
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Any creative process
needs clarity and focus
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If we’re not
communicating well with
each other, it’s unlikely
we’re communicating
well with people using
our services
Melanie Cannon
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Start with ‘why’.
Everything we work on
gets started for a
reason.
Then move on to ‘who’,
‘what’ and ‘how’
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Holding on with both hands
benholliday.com/the-needs-of-government
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User Experience beyond software design:
1. Recognise changing expectations
2. Service design is an opportunity
3. Get closer to the problem (user needs)
4. Make sure you get the basics right
5. Adjust the focus
6. Keep going
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Thank you
digital.dwp.gov.uk/careers
@DWPDigital
benholliday.com
@benholliday