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Kate Ivey-Williams, Martin Jordan Service Designers
 Government Digital Service
 @KateIW, @Martin_Jordan

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We’re from the Government Digital Service

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Before we start GDS @KateIW @Martin_Jordan

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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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How we do design in the government

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Who we are What we do How we do it

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GDS @KateIW @Martin_Jordan

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GDS @KateIW @Martin_Jordan

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What we do

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GDS @KateIW @Martin_Jordan

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GDS @KateIW @Martin_Jordan

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GDS @KateIW @Martin_Jordan

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GDS @KateIW @Martin_Jordan

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GDS @KateIW @Martin_Jordan

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GDS @KateIW @Martin_Jordan

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GDS @KateIW @Martin_Jordan

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GDS @KateIW @Martin_Jordan

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

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GDS @KateIW @Martin_Jordan

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GDS @KateIW @Martin_Jordan

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GDS This is how users see services @KateIW @Martin_Jordan

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Sell a car Start a business GDS @KateIW @Martin_Jordan

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Buy a car GDS @KateIW @Martin_Jordan

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Employ someone GDS @KateIW @Martin_Jordan

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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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GDS @KateIW @Martin_Jordan

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This is how we do it

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GDS @KateIW @Martin_Jordan

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GDS Service designers @KateIW @Martin_Jordan

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GDS Interaction designers @KateIW @Martin_Jordan

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GDS Graphic designers @KateIW @Martin_Jordan

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GDS Content designers @KateIW @Martin_Jordan

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User researchers GDS @KateIW @Martin_Jordan

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User research helps us put users first

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GDS Empathy @KateIW @Martin_Jordan

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Perspective @KateIW @Martin_Jordan

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GDS Messy lives @KateIW @Martin_Jordan

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GDS Technology is not the centre @KateIW @Martin_Jordan

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GDS Context @KateIW @Martin_Jordan

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GDS Journeys @KateIW @Martin_Jordan GDS @KateIW @Martin_Jordan

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User journey mapping

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

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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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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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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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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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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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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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GDS @KateIW @Martin_Jordan

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GDS GDS @KateIW @Martin_Jordan

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GDS GDS @KateIW @Martin_Jordan

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GDS @KateIW @Martin_Jordan

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GDS @KateIW @Martin_Jordan

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Many parallels to your course task GDS @KateIW @Martin_Jordan

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Take-aways and recommendations GDS @KateIW @Martin_Jordan

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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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Questions

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Thanks! Kate Ivey-Williams, Martin Jordan Government Digital Service
 @KateIW, @Martin_Jordan