@benholliday #sdingov
Service Design in Government 2016
Adventures in
Service Design and
everything else
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@benholliday #sdingov
Hello!
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@benholliday #sdingov
2001 - Graphic Design
2003 - Digital Design
2008 - User Experience
2013 - User Research
2014 - Interaction Design
2016 - Service Design
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@benholliday #sdingov
@kevincunnington
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@benholliday #sdingov
Starting with business
transformation
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User experience is
everyone’s job
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To deliver a great user experience…
we need to get the design right
we need to get the strategy right
we need to get the organisation right
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@benholliday #sdingov
DWP
DIGITAL
ACADEMY
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Being bold means
bringing your whole self
to the situation and
engaging fully with it
Janet Hughes (GDS)
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Thinking and doing
things differently
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We need space for
irrational thought and
that space is creativity
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The biggest problem
in government is boxes
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Big boxes:
departments, policy,
strategy, operations,
technology
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Small boxes:
management tiers,
organisational structures,
fixed processes
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@benholliday #sdingov
Check your
State Pension
Find pension
contact details
Get your
State Pension
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1. Services organised around paying or
enabling people to get their pension
2. Policy is about people being better
prepared for retirement
3. Most people need to think about pensions
at 35 not aged 55 or 65
Retirement Provision
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What does government
need to do earlier to help
people get on with their
lives later?
@benholliday #sdingov
To a user, a service is
simple. It’s something
that helps them to do
something
Louise Downe (GDS)
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…a lot of what we seem
to be doing is getting
design out of the way
Jonny Ive (Apple)
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The problem is the view
from 30 thousand feet
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Has anyone thought
about what it’s really like
to have to use this
service?
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Design services for
the user experience
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A policy is not words in
a Whitehall paper. It’s the real-
world experience people have
of resulting services, and
what they then do
Tom Loosemore
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The energy we spend
talking about something
is the same energy we
need to do something
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The biggest challenge
for service design in
government is not having
all the answers before
we start
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@benholliday #sdingov
…don’t forget how fast things
change, how quickly people
change what they do as they
conform and shape themselves
from all that’s around them
Tony Benn
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1. Why are we doing this work?
2. Who are our users?
3. What outcome will users get from this service?
4. What outcome are we looking for?
5. What are our key metrics?
benholliday.com/frame-the-problem
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@benholliday #sdingov
Start with the problem
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Iterate fast to see
what works
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Successful products
and services come from
countless small acts
of failure
@benholliday #sdingov
Can design add value or
help us communicate
more clearly, concisely,
or be more consistent?
benholliday.com/broken-windows
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@benholliday #sdingov
Services not projects,
products or features
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@benholliday #sdingov
GOV.UK
HEALTH & DISABILITY
Employment
Support
Allowance
(ESA)
Personal
Independence
Payment
(PIP)
Access
to Work
Budgeting
Loans
Industrial
Injuries
Disablement
Benefit
Carer’s
Allowance
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@benholliday #sdingov
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User need: as someone
with a health condition or
disability I need support
to live independently
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@benholliday #sdingov
GOV.UK
Employment
Support
Allowance
(ESA)
Personal
Independence
Payment
(PIP)
Access
to Work
Industrial
Injuries
Disablement
Benefit
Carer’s
Allowance
Work, health & disability:
“…tell us about your situation”
start here
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@benholliday #sdingov
Programme change and
new initiatives are
inevitable. Service
patterns should function
independently
@benholliday #sdingov
Transformation starts
with small actions
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Everything is built on
small moments. How we
work to deliver better
services and the
experiences we’re
designing for
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flickr.com/photos/mikebogdan
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Transformation of
government services
shouldn’t leave anyone
behind
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1. Transformation starts small
2. It takes a shift in culture
3. It looks for ‘service’ patterns
4. It builds momentum through doing
5. It starts and ends with people
Adventures in Service Design
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@benholliday #sdingov
Are you prepared to get
to know someone well
enough to see how
government really works
for them?