championing great design to improve lives | daniel letts | november 2014
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Presentation on the Design Council and design as a framework to innovate. Presented by by Daniel Letts, Design Associate at the Design Council, at the Service Design Discovery Day on 20 November 2014 in Warwick.TRANSCRIPT
DCLG Warwick
Daniel Letts, Design AssociateDesign Council20 November 2014
Championing great designto improve lives
‘to promote by all practicable means the improvement of
design in the products of British industry’ - 1944
The Design Council today
Design Commission Restarting Britain (2013) report states:
“The challenge for the coming decade is how best to ensure that public services are reformed swiftly to meet 21st century needs at a cost that taxpayers can sustainably afford.
We believe significant rewards- in terms of maximising policy effectiveness and lowering overall costs – could be reaped by the public sector taking a proactive, deliberate and professional approach to ‘designing’ what it does for its citizens.”
Design Council
Design as aFramework to Innovate
Design?
The popular conception of design vs. all other concepts
Eli Blevis, 2006
vDecoration
All other concepts
v
Our Approach
Design as a Framework to Innovate
Innovating through design
DeliverSolutions which work
DevelopPotential solutions
Innovating through design
DeliverSolutions which work
DevelopPotential solutions
DefineThe area to focus upon
DiscoverInsight into the problem
DeliverSolutions which work
DevelopPotential solutions
DefineThe area to focus upon
DiscoverInsight into the problem
Innovating through design
Being people centred
Being visual
Being collaborative & iterative
DeliverSolutions which work
DevelopPotential solutions
DefineThe area to focus upon
DiscoverInsight into the problem
Innovating through design
Being people centred
Observation
Observation
Observation
Observation
Why be people centred?
• Don’t create ideas in a vacuum.
• Seek to understand people’s needs….by spending time with them.
• Observing people and their environments up close can reveal fresh opportunities to innovate.
DeliverSolutions which work
DevelopPotential solutions
DefineThe area to focus upon
DiscoverInsight into the problem
Innovating through design
Being people centred
Being visual
What’s this?
Quadruped. Graminivorous, forty teeth, namely twenty-four grinders, four eye-teeth, and twelve incisive. Sheds coat in the spring; in marshy countries, sheds hoofs, too. Hoofs hard, but requiring to be shod with iron. Age known by marks in mouth”
“
Charles Dickens – Hard Times
How many 0s are there?
3 8 2 8 5 4 2 1 6 3 75 7 9 3 4 0 8 0 5 6 82 1 3 0 2 7 9 4 0 7 21 7 0 6 3 9 5 8 2 0 6 4 1 0 2 7 5 6 2 8 0 99 3 0 9 7 2 8 4 1 0 6 3 9 6 0 1 8 2 3 0 9 57 1 9 2 4 0 6 0 8 2 73 8 2 8 5 4 2 1 6 3 7
How many 0s are there?
3 8 2 8 5 4 2 1 6 3 75 7 9 3 4 0 8 0 5 6 82 1 3 0 2 7 9 4 0 7 21 7 0 6 3 9 5 8 2 0 6 4 1 0 2 7 5 6 2 8 0 99 3 0 9 7 2 8 4 1 0 6 3 9 6 0 1 8 2 3 0 9 57 1 9 2 4 0 6 0 8 2 73 8 2 8 5 4 2 1 6 3 7
Conversations
Information
Lindsey Craig, Project Team, Lewisham Housing Options Centre
“ The customer insights we captured through the design techniques achieved more than a thousand words ever could.”
Customer journey mapping
Why visualise?
• Working visually makes things simpler.
• Making things simpler aids communication.
• Communication is key to developing ideas and innovating quicker and more successfully.
DeliverSolutions which work
DevelopPotential solutions
DefineThe area to focus upon
DiscoverInsight into the problem
Innovating through design
Being people centred
Being visual
Being collaborative & iterative
Products
Prototyping products
Communications
Different levels of detail in prototyping
Prototyping spaces
Prototyping spaces & services
Prototyping
Manage risk by trying things out quickly and cheaply.
Why collaborate & iterate through prototyping?
• Testing an idea early helps manage risk.
• Quick and cheap mock-ups provide early feedback and can save money.
• Almost anything can be prototyped to test thinking before bigger investments are made
• Encourages ‘smart’ failure.
DeliverSolutions which work
DevelopPotential solutions
DefineThe area to focus upon
DiscoverInsight into the problem
Innovating through design
Being people centred
Being visual
Being collaborative & iterative
Service Design
Design for experiences that reach people through many different touch-points, and that happen over time.”
“
Service Design
• Holistic & end-to-end
• Channel & touchpoint agnostic
• Cross silo & business ready
Service Design
Delivering great customer experiences increasesrevenues, drives loyalty, and reduces the cost to serve.
Service Design
Service Design
Service Design
Service Design
Service Design
Blueprint
AWARE JOIN USE DEVELOP LEAVE
Face to Face
Online
Mobile
Call centre
Blueprint
AWARE JOIN USE DEVELOP LEAVE
Face to Face
Online
Mobile
Call centre
3rd party
Blueprint
AWARE JOIN USE DEVELOP LEAVE
Face to Face
Online
Mobile
Call centre
3rd party
FR
ON
T S
TA
GE
AWARE JOIN USE DEVELOP LEAVE
Face to Face
Online
Mobile
Call centre
3rd party
FR
ON
T S
TA
GE
BA
CK
STA
GE
AWARE JOIN USE DEVELOP LEAVE
Face to Face
Online
Mobile
Call centre
3rd party
FR
ON
T S
TA
GE
BA
CK
STA
GE
Operations
Tech/IT
3rd party
Blueprint
Blueprint
Customer journey map
Customer journey map
Risk management
£1 - £10 - £100For every £1 spent solving a problem in design stage, it costs £10 to tackle in development and £100 to rectify after launch.
Design Council support
Sustained design coaching for teams around a service or organisational challenge :
• Coaching with a team for 6-9 months, to frame a challenge, identify solutions and embed new ways of working
• Match funded by the Department for Business, Innovation and Skills• More than 30 public bodies coached to date• Issues include hospital pharmacy and homelessness services
designcouncil.org.uk/our-services/service-transformation
Thank youfor further information at:
www.designcouncil.org.uk/leadership
[email protected] 7420 5275