Welcome to the Strand Palace Hotel

Transcription

1 Welcome to the Strand Palace Hotel

2 Sue Davis Content design training Government Digital

3 Research and design in government

4 Learning objectives: What user-centred design (UCD) is Why UCD is important How to do UCD in an agile team How the different disciplines in UCD work

5 Intro to user-centred design (UCD) User needs Disciplines in UCD This is for everyone User research Designing simple services Prototyping

6 Your user story As a... I want to... So that...

7 Design in the public sector

8 There s a long history of great design in the public sector

9 9 of the top 10 Great British Designs voted for by the public in 2015 have a direct connection to the public sector Guess what they were

10 Red Phone Box Routemaster Double Decker Bus Union Jack Spitfire Rolls Royce London Taxi Tube Map Mini Cooper Concorde Red Pillar Box

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13 Public sector design used to mainly be about physical infrastructure Today it s much more likely to be about the design of digital services

14 01 What is user-centred design?

15 User-centred design is design that puts the needs of the user at the heart of the process

16 What other things could you use to drive your design process?

17 Saving money Making money New technology Fraud and security Politics Persuasion and changing behaviour

18 Creativity Delight Innovation Novelty Ego

19 User-centred design says that none of these things are as important as meeting the needs of the user

20 It s a method for designing services and products...

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22 design research develop

23 You can only make as well as you can measure

24 Question What are good sources of user data?

25 Good sources of user data: - user research web analytics web search data departmental data call centres

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28 There are other ways to do design, but we believe this is the best way to design services in the public sector

29 Why be user centred?

30 Unlike the private sector, people have to use our services - they have no choice

31 Either there is no alternative to choose from or they are legally obliged to use the service

32 Because of this, we have an obligation to make those services work for the people who have to use them

33 There s a strong business case for user centred design too

34 People have higher expectations of digital services now

35 User centred services are more efficient and more effective

36 Bad service design is one of the biggest costs to government.

37 20% of UK GDP is spent on public services

38 60% of the cost of those services is spent on calls and casework

39 What are the main causes of calls and casework?

40 I don t understand what to do When will I get a response? My situation doesn t fit your form You made a mistake

41 These are all forms of failure demand

42 Failure demand Demand on a service caused by a failure to do something or do something right for the user

43 Failure demand is expensive Most of this failure demand could be avoided with better service design

44 Well designed public services can improve people s lives AND save taxpayers money

45 Examples

46 Apply for a UK Visa

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48 Passport Photo Employer's letter Letter of invitation Bank deposit certificate Bank statement Property certificate Marriage certificate Retirement certificate Family book (Hukou) Business registration certificate Car insurance Certificate of relationship to parents Utilities bills, P60 council tax bill

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50 Passport Photo Employer's letter Letter of invitation Bank deposit certificate Bank statement Property certificate Marriage certificate Retirement certificate Family book (Hukou) Business registration certificate Car insurance Certificate of relationship to parents Utilities bills, P60 council tax bill

51 Passport Photo Employer's letter Letter of invitation Bank deposit certificate Bank statement Property certificate Marriage certificate Retirement certificate Family book (Hukou) Business registration certificate Car insurance Certificate of relationship to parents Utilities bills, P60 council tax bill

52 The team reduced the amount of paper documents sent in by 25%

53 Less effort and stress for users Less administration for staff Better response times A more efficient service

54 User centred design is the best way to make efficient services that improve people s lives

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57 Summary User-centred design (UCD) is a methodology for designing services around the needs of their users In UCD you repeatedly improve your service based on user research User centred services save users and service teams time, money and effort

58 Any questions?

59 02 User needs

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64 User needs are the needs that a user has of a service, and which that service must satisfy for the user to get the right outcome for them. Service Manual

65 Types of user need

66 Stated needs Intrinsic needs Societal needs

67 Stated needs What the user says they need to do I need to learn to drive

68 Intrinsic or unstated needs What users assume we re doing for them, without saying it out loud I want my information to be kept safe and secure

69 Societal needs Broad needs that everyone in society has I want to be safe

70 Government needs? No. Governments have goals, policy intent and desired outcomes, but not needs.

71 You the user

72 Other people who are not the user: Your colleague Your boss Jeff from accounts Managers of people who are users People who represent your users

73 4 tests for a good user need

74 1. If you showed this need to a real end user, would they recognise it as their own need?

75 2. Does it help you to organise and prioritise the work for your project?

76 3. Does the need describe the problem, not the solution?

77 4. Will the need stay the same regardless of changes to technology, policy and existing services?

78 Some good examples...

79 I need to buy a car

80 I need to employ someone

81 I need to learn to drive

82 I need to become a childminder

83 Hierarchies of need

84 Needs come in a hierarchy: Broad goals at the top Low level tasks at the bottom

85 I need to live a happy, healthy, safe and fulfilled life I need somewhere safe to live I need to be able to live in my property without threat of having it stolen or taken from me I need to register my land so that my property ownership is legally protected

86 I need to live a happy, healthy, safe and fulfilled life I need somewhere safe to live I need to be able to live in my property without threat of having it stolen or taken from me HM Land Registry I need to register my land so that my property ownership is legally protected

87 Are these good user needs?

88 As a customer, I need to give details about myself, so that the details can be accurately recorded on my claim

89 As someone who has been made redundant, I need to know how much redundancy money I m entitled to, so I can plan my finances

90 As a product owner, I need to be able to demonstrate the history function to the board

91 As a carer, I need a benefits calculator, so I can find out if I can get Carer's Allowance

92 As a visitor to the UK, I need to know straight away if I can get a visa, so I don t waste time applying for one

93 What are the user needs for these services?

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98 Exercise Write user needs for a service represented by someone on your table User needs should be: real, practical, problem-centred, relatively timeless

99 Summary User needs are at the heart of user centred design A good user need describes a problem not the solution and helps you prioritise work It s written from the user's perspective and is not dependent on a specific technology

100 Any questions?

101 03 Disciplines in user-centred design

102 You need a multidisciplinary team to do user-centred design

103 Designers User researchers + Developers Analysts Product owners Delivery managers

104 design User-centred design involves regularly iterating a product or research develop service

105 Scrum

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107 The user research and design team will often be ahead of development

108 You have to be able to do research and design well ahead of the development of a feature - I'd say it takes at least 3 research iterations (so about 6 weeks for us) to get confident about an approach.

109 "Your prototypes and research shouldn't get too far ahead of the live project because then it will be really hard to feed your designs into the project."

110 Kanban

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112 User experience The experience that someone has when they use your product or service

113 The user experience is everyone s responsibility

114 Service design Interaction design Design Content design Graphic design

115 Service design [Usefulness] Interaction design [Usability] Design Content design [Comprehension] Graphic design [Clarity]

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117 When you design as a team you re more likely to find the best solution

118 Choose the right tool for the job You can t solve a service design problem with content design

119 designnotes.blog.gov.uk/2016/04/22/

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121 Example

122 Register as a waste carrier (before) 50+ pages of content 1 tool 1 transaction

123 Register as a waste carrier (after) 1 transaction, starting with a few simple routing questions

124 Design services end-to-end and front-to-back

125 User journey mapping

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128 Summary User centred design requires a multidisciplinary team of designers, researchers, developers and more You ll need a combination of service, interaction, graphic and content design The user experience is everyone s responsibility

129 Any questions?