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Part 1, a bit of background
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@bmwelby
A bit about me
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A bit about my employer
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Some things are more visible
than others
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www.gov.uk/design-principles
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www.gov.uk/service-manual
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www.gov.uk/service-manual/digital-by-default
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But what’s delivered is largely
down to our colleagues in
government
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www.gov.uk/power-of-attorney
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www.gov.uk/carers-allowance
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www.gov.uk/register-to-vote
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www.gov.uk/renew-patent
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www.gov.uk/vehicle-tax
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www.gov.uk/view-driving-licence
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We have built some things
ourselves
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www.gov.uk/digital-marketplace
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But we have a captive
audience.
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We have no competitors.
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And our VC is Her Majesty’s
Treasury
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So, does that make it easier to
do this digital stuff?
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We’re building products that
meet citizen needs
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And that’s about more than a
bright idea or political ideology
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@bmwelby
It’s about delighting citizens;
not forcing you to make do.
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So how can we turn ‘lightbulb
moments’ into delightful
products?
@bmwelby
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What is the user need?
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Exercise 1 (7 minutes)
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@bmwelby
In 60 seconds pitch your ‘big,
gorgeous, fluffy idea’
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@bmwelby
For the rest of the evening
each group will focus on one
of those ideas
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Part 2, discovery
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What are you planning to do?
@bmwelby
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What problem does it solve?
@bmwelby
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Who will it help?
@bmwelby
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Exercise 2 (10 minutes)
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@bmwelby
In your groups define:
the what
the problem
the who
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@bmwelby
As a…
I need…
so that...
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Part 3, validation
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So have we got our user
needs?
@bmwelby
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Not quite...
@bmwelby
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@bmwelby
Right now you’ve got a reckon
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And that’s a dangerous place
to be
@bmwelby
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The reckon might be right but
you need to validate it
@bmwelby
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@bmwelby
“Great designers don’t fall
in love with their solutions.
Great designers fall in love
with the problem.”
Jared Spool (@jmspool)
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And you do that by falling in
love with your users
@bmwelby
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User research is crucial
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Exercise 3 (5 minutes)
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What’s going to go into your
research?
@bmwelby
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Part 4, maps, measurements
and boundaries
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Maps
@bmwelby
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Customer Journey Mapping
@bmwelby
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@bmwelby
A graph showing the user’s
journey by capturing the
different elements involved in
meeting the need
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car engine fails
find 0%
finance
finance
was too
good to
be true
negotiate
a better
deal
complete
paperwork
purchase
car
go for
first drive
research
new car
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@bmwelby
You don’t need to build
anything to map user journeys
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@bmwelby
Research will identify the steps
in the journey
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Build services, not websites
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Measurements
@bmwelby
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How will you know that what
you've done is working?
@bmwelby
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What will you use to measure
your impact on society or the
market you're targeting?
@bmwelby
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@bmwelby
How will you measure the
product you end up with so
that you keep making it better?
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@bmwelby
You can’t measure everything
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Whatever you measure and
whatever you report needs to
be actionable
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Avoid vanity numbers
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Know your ‘one metric that
matters’
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Boundaries
@bmwelby
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Are there any legal
restrictions?
@bmwelby
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What are your practical
limitations?
@bmwelby
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What is out of scope?
@bmwelby
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Do less
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Exercise 4 (15 minutes)
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In your groups propose the
mapping, measuring and the
boundaries for your idea
@bmwelby
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You can either all do it together
or individuals can each take a
different part.
@bmwelby
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Exercise 5 (2 minutes per
team)
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Pitch us your idea
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@bmwelby
My two favourite talks from
Mind the Product 2015:
@jmspool on the Kano model
@NatalieNahai on the psychology of persuasive
product design