co-design - more than post-its and goodwill

1Co-Design: More than just post-it’s and goodwill – ACT Youth Affairs Conference 2013

CO-DESIGN – MORE THAN POST-IT’S AND GOODWILL Understanding the key elements of a co-design process so you know what it is, what you should expect and what you should demand.

ACT Youth Affairs Conference 2013 - 28 November 2013


POST-IT’S AND GOODWILL


ABOUT US – DESIGN MANAGERS AUSTRALIA (DMA)

DMA is a Canberra-based specialist service design agency working with private, public, community and volunteer organisations.

What’s important to us• Making a difference to people's lives through services that may or

may not even be noticed by them - for all the right reasons.• Creating change that is needed and that makes things better.• Bringing together a range of voices and disciplines who can make

things happen - not just talk about it, but do it.

We have a strong track record• Working with people (staff, customers, community, change agents)• Deliver for strategic and operational areas• Co-designed service specifications for products and service

delivery, for internal and external users.


ABOUT US – WHY WE CO-DESIGN

Co-design makes it possible

to change the system through (sticky) steps

Co-design allows us to

navigate and understand complex

service systems

Co-design delivers on social

outcomes


ABOUT THIS SESSION

1. A Brief History of (Co)Design

2. Defining & Demystifying “Co-Design”

3. Co-Design Case Studies to Highlight Key Tools and Techniques


A BRIEF HISTORY OF (CO)DESIGN


A BRIEF AND VERY BROAD HISTORY OF (CO)DESIGN

Co-design as it is currently defined and discussed in the Australian public / community sector setting had origins in the US in the early 90’s and has evolved through practice to be a mature approach to the design of services and systems.

Exploring approaches - design research, prototyping and iteration.

• Establishing capabilities.

• Defining practice and methodology.

Design in strategic application - a way of thinking differently about complex problems.

• “Human-centred” design

• Schools of Design – IID, Standford

1960s-1990s

1990s-early 2000sApplication of Co-Design Practice in Aus/NZ public sector ATO, IRD – “administration” design, “service” design, User-centred design, UX design, interaction design.

• Product design as “design thinking” well-established - IDEO

• Emerging capabilities• Education Institutions –

d.School

2002ish-2004ish

The maturing of federal Public Sector Co-design approaches – ATO, Customs, Immigration, Human Services.

• Sharing approaches.• Public sector design

identity.

2004ish-2010ish

Transfer to a focus on local Service Systems – social enterprise, technology, local gov.

2011 - today


DEFINING & DEMYSTIFYING “CO-DESIGN”


DEFINING CO-DESIGN – YOUR EXPERIENCE

What do you think co-design is?

Do you have any experience? What was it like?


DEFINING CO-DESIGN WITHIN A CONTINUUM OF ENGAGEMENT

Communicate Consult Coordinate Collaboration

“Informing the public and

deliverers of service about

what is going to happen”

“Engaging with multiple people

to indirectly influence

outcomes”

“The bringing together of different and multiple working

elements for consolidation

towards a shared outcome”

“Multiple people working together in a mutually beneficial

and well-defined relationship to achieve a

common goal”

Co-design is the process of deliberately engaging users of the system, deliverers of services and other experts, being led by experts such as designers, to actively

understand, explore and ultimately change a system together.


Co-design is an approach that can be utilised in a range of design disciplines and processes. It is about designing with people. The right people.

CO-DESIGN AS AN APPROACHDESIGN PROCESS AS A DISCIPLINE


DEFINING SERVICE DESIGN

Service Design isthe conscious & creative

process of crafting meaningful connections… (be they tangible touchpoints and interactions, or more intangible

experiences)

…between user, business/provider/govern

ment goals and outcomes (be they effective and efficient

operations, social good/improvement, or positive

profile).

DesirabilityHuman Factors

ViabilityBusiness Factors

FeasibilityTechnical Factors

Service Designconnects/

integrates the three areas


THE CONNECTION OF SERVICE DESIGN AND CO-DESIGN

Co-design as an approach is critical

throughout


DEFINING A SERVICE

Touchpoints PathwaysPeople Goals


WHY IT’S IMPORTANT TO CO-DESIGN PUBLIC SERVICES

“I don’t have very high expectations - if it

works, it’s good”

“I have a knot in my stomach”

“They have the resources and

responsibility to make it easier”

“With government, simplifying doesn’t

always mean no hassle”

“I’m OK with less frills if I can just get it done”


HOW WE DEFINE CO-DESIGN – TAKING ON SOME MYTHS

• Users are always right.

• We should give people what they want.

• If we’ve engaged users in our process that is co-design.

• If I’m part of a co-design process I get to determine what the result is.

• Co-design and a citizen-centric approach are the solution to complex problems.

• Co-design is about technology and digital outcomes.

• Co-design can be applied to anything.


TOOLS & TECHNIQUES

Four Case Studies to Illustrate Co-Design Activity


KEY COMPONENTS OF CO-DESIGN – PEOPLE

PROTOYPING, ITERATION, COLLABORATION

Prototyping is about visually and tangibly putting together a working model of a concept in order to quickly test out various aspects of a design, illustrate ideas or features, and gather early feedback.

• Sketches, hi-fi, lo-fi working models• Participatory workshops with groups of users or

staff• Focus groups or forums

RESEARCH, OBSERVATION, ENGAGEMENT

Research that utilises a variety of techniques to explore directly with users their experience for the purpose of understanding what people think, do and use.

• One-on-one in-depth interviews• Indirect observational approaches • Background research


CASE STUDY 1 – SERVICE DELIVERY TO MÄORI TECHNIQUE: RESEARCH


CASE STUDY 2 – GENDER BALANCE ON BOARDSTECHNIQUE: PROTOTYPING


KEY CO-DESIGN ARTEFACTS – MEANING MAKERS

FUTURE STATE EXERIENCE MODEL

A representation that maps the shifts of experience from a customer perspective, building on current experience understanding, business drivers, service principles and the value proposition offered by the organisation.

CUSTOMER EXPERIENCE MAP

A representation of the service journey of a customer. It shows their perspective from the beginning, middle and end as they engage a service to achieve their goal, showing the range of tangible and quantitative interactions, triggers and touchpoints, as well as the intangible and qualitative motivations, frustrations and meanings.

USER TYPOLOGIES

Evidence-based descriptions of the expectations, behaviours and motivations of types of people who will be using a service:•Who they are (in relation to the service).•How they operate (within the system).•What they expect.•What frustrates them.

SERVICE BLUEPRINT

A schematic diagram that shows how different service components link into each other – showing the different touchpoints and options customers have to choose from and how the internal workings of an organisation supports those choices.


CASE STUDY 3 – MATERNITY AND CHILD HEALTHTOOL: CUSTOMER EXPERIENCE MAP


EXPERIENCE MAP EXAMPLE


CASE STUDY 4 – ONLINE GOVERNMENT ACCOUNTTOOL: USER TYPOLOGIES


TYPOLOGY EXAMPLE


CO-DESIGN

More than Post-it’s and Goodwill


Co-design is the process of deliberately engaging users of the system, deliverers of services and other experts, being led by experts such as designers, to actively

understand, explore and ultimately change a system together.


CO-DESIGN OUTCOMES

Works / Doesn’tElegant / Isn’t

Correct / IncorrectFits / Doesn’t

Sustainable / Isn’tBetter / Isn’t

From Charles Owen


Thanks!

Mel Edwards@skewiff

Justin Barrie@JustinBarrie

@DMA_Canberradesignmanagers.com.au

co-design - more than post-its and goodwill

Technology

design of services

design thinking

ux design

interaction design

product design

discipline codesign

service designservice

connection of service