designing for a better citizen experience / ux camp europe 2016

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Martin Jordan Lead Service Designer Government Digital Service @Martin_Jordan

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Martin JordanLead Service DesignerGovernment Digital Service@Martin_Jordan

Designingfor a bettercitizen experience

The Government Digital Serviceis part of the Cabinet Office. Our job is digital transformationof government.

GDS@Martin_Jordan

GDS@Martin_Jordan

The best startup in Europe we can’t invest in”

– Saul Klein, Partner at Index Ventures about GDS in The Guardian

GDS@Martin_Jordan

GDS@Martin_Jordan

We’re a centre of excellence in digital, technology and data, collaborating with departments to help them with their own transformation.

GDS@Martin_Jordan

GDS@Martin_Jordan

We work with them to build platforms, standards, and digital services.

GDS@Martin_Jordan

GDS@Martin_Jordan

We always start with user needs.We are agile. We work to a set of Design Principles that guide us in everything we do.

GDS@Martin_Jordan

GDS@Martin_Jordan

Martha Lane-Fox Francis MaudeMarthaLaneFox

FrancisMaude

GDS@Martin_Jordan

Revolution not evolution”

GDS@Martin_Jordan

There has been a reinvention of the Internet and the behaviour of users in the last few years. Digital services are now more agile, open and cheaper. To take advantage of these changes, government needs to move to a ‘service culture’, putting the needs of citizens ahead of those of departments. ”

GDS@Martin_Jordan

GDS@Martin_Jordan

1. Create GDS 2. Fix publishing 3. Fix transactions 4. Go wholesale

GDS@Martin_Jordan

1. Create GDS 2. Fix publishing 3. Fix transactions4. Go wholesale

What do we meanby service?

Digital services, not websites

GDS@Martin_Jordan

A service is something that helps someoneto do something

GDS@Martin_Jordan

Most of government is mostly service designmost of the time”

– Matt Edgar

GDS@Martin_Jordan

80% of the cost of government is spent on services

GDS@Martin_Jordan

Hence, we have a different take on service design than the private sector might have

GDS@Martin_Jordan

The deliverable is not a blueprint, the deliverable is the service itself

GDS@Martin_Jordan

No arguing with people who sell concepts,but people who are building the thing

And listening to those using it

GDS@Martin_Jordan

The challenge is to meet the demand in government, not to sell it in”

– Francis Maude, Minister for the Cabinet Office

GDS@Martin_Jordan

Designers code, consider the business case and dig into policy.

GDS@Martin_Jordan

Who is designing what?

Illustrated with a public service example

GDS@Martin_Jordan

(Not a GDS project)

GDS@Martin_Jordan

Service

GDS@Martin_Jordan

Designers at GDS:Graphic designers Interaction designers Content designers Service designers

GDS@Martin_Jordan

Graphicdesign

GDS@Martin_Jordan

Graphic designer:How to communicate the thingso people get it?

GDS@Martin_Jordan

Interactiondesign

GDS@Martin_Jordan

Interaction designer:How does the thing behaveso people can use it?

GDS@Martin_Jordan

Contentdesign

GDS@Martin_Jordan

Content designer:What does the thing sayso people will understand it?

GDS@Martin_Jordan

Servicedesign

GDS@Martin_Jordan

Service designer:What is the thing people might needin order to achieve their goal?

GDS@Martin_Jordan

Service backends

GDS@Martin_Jordan

On another note:Products and services

GDS@Martin_Jordan

Product

GDS@Martin_Jordan

Product features

GDS@Martin_Jordan

Design for good user experience is a team effort – with many influencing factors out of reach

GDS@Martin_Jordan

Userexperience

GDS@Martin_Jordan

GDS@Martin_Jordan

More on the different types of design in Government: http://designnotes.blog.gov.uk/2016/04/22/the-different-types-of-design-in-government

GDS@Martin_Jordan

How do we work?

GDS@Martin_Jordan

GDS@Martin_Jordan

GDS@Martin_Jordan

GDS@Martin_Jordan

GDS@Martin_Jordan

Eg Register to vote Book prison visit View driving licence Find an apprenticeship…

GDS@Martin_Jordan

Digital public services that are so good, people prefer to use them

GDS@Martin_Jordan

GDS@Martin_Jordan

GDS@Martin_Jordan

GDS@Martin_Jordan

GDS@Martin_Jordan

Pareto principle doesn’t (really) apply in gov

GDS@Martin_Jordan

We have to serve and design for 100% of the people – so we have to make sure accessibility is baked in

GDS@Martin_Jordan

GDS@Martin_Jordan

What’s next?

Service design is the next challengein government

GDS@Martin_Jordan

GDS@Martin_Jordan

GDS@Martin_Jordan

GDS@Martin_Jordan

GDS@Martin_Jordan

Meanwhileelsewhere

What is your experience with digital public services in your country?

GDS@Martin_Jordan

GDS@Martin_Jordan

GDS

The vision of e-government is to enable information and communication processes, and transactions between politics, administration, citizens and businesses at any place, any time and through any medium – and to be fast, simple, safe and cheap.” – Digitale Agenda 2020, German government

@Martin_Jordan

Who likes to giveit a try?

Exercise

GDS@Martin_Jordan

GDS@Martin_Jordan

Map the ideal flow for one of the following transactional services:• Check penalty points as a driver• Renew passport• Get fishing licence • Check child benefits

GDS@Martin_Jordan

GDS@Martin_Jordan

Before

Ideal citizen journey

During› › After

Check penalty points as a driver

Renew passport

Get fishing licence

Check child benefitsX

Wrap-up

1. Put users first – at all times, all together 2. Be as open as possible, it makes things better 3. Do the hard work to make it simple

GDS@Martin_Jordan

GDS@Martin_Jordan

Thanks!Martin Jordan@Martin_Jordan