designing for a better citizen experience / ux camp europe 2016
TRANSCRIPT
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.
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The best startup in Europe we can’t invest in”
– Saul Klein, Partner at Index Ventures about GDS in The Guardian
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We’re a centre of excellence in digital, technology and data, collaborating with departments to help them with their own transformation.
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We work with them to build platforms, standards, and digital services.
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We always start with user needs.We are agile. We work to a set of Design Principles that guide us in everything we do.
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Martha Lane-Fox Francis MaudeMarthaLaneFox
FrancisMaude
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Revolution not evolution”
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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. ”
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1. Create GDS 2. Fix publishing 3. Fix transactions 4. Go wholesale
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1. Create GDS 2. Fix publishing 3. Fix transactions4. Go wholesale
What do we meanby service?
Digital services, not websites
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A service is something that helps someoneto do something
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Most of government is mostly service designmost of the time”
– Matt Edgar
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80% of the cost of government is spent on services
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Hence, we have a different take on service design than the private sector might have
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The deliverable is not a blueprint, the deliverable is the service itself
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No arguing with people who sell concepts,but people who are building the thing
And listening to those using it
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The challenge is to meet the demand in government, not to sell it in”
– Francis Maude, Minister for the Cabinet Office
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Designers code, consider the business case and dig into policy.
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Who is designing what?
Illustrated with a public service example
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(Not a GDS project)
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Service
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Designers at GDS:Graphic designers Interaction designers Content designers Service designers
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Graphicdesign
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Graphic designer:How to communicate the thingso people get it?
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Interactiondesign
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Interaction designer:How does the thing behaveso people can use it?
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Contentdesign
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Content designer:What does the thing sayso people will understand it?
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Servicedesign
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Service designer:What is the thing people might needin order to achieve their goal?
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Service backends
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On another note:Products and services
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Product
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Product features
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Design for good user experience is a team effort – with many influencing factors out of reach
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Userexperience
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More on the different types of design in Government: http://designnotes.blog.gov.uk/2016/04/22/the-different-types-of-design-in-government
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How do we work?
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Eg Register to vote Book prison visit View driving licence Find an apprenticeship…
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Digital public services that are so good, people prefer to use them
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Pareto principle doesn’t (really) apply in gov
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We have to serve and design for 100% of the people – so we have to make sure accessibility is baked in
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What’s next?
Service design is the next challengein government
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Meanwhileelsewhere
What is your experience with digital public services in your country?
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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
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Who likes to giveit a try?
Exercise
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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
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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
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GDS@Martin_Jordan
Thanks!Martin Jordan@Martin_Jordan