Snook | Service Design in Practice

transcript

SERVICE DESIGN FRINGEFESTIVAL 04–14 September 1/05

sd-ldf.com@sd_LDF #servicedesignLDF

DESIGNERSBLOCK

SERVICE DESIGN IN PRACTICE

| WELCOME

Hello! Welcome to Somers Town

| WELCOME

This evening

Talks on cycling, social finance, universities and government consultations

| WELCOME

Charles Davie: Government Digital Service Martin Steinmuller: Kingston University Kieran Whiteside: Big Society Capital Sarah Drummond: Snook

| WELCOME

Discussing user involvement in service design

Looking at the practical work of very different case studies Considering how to work live in service design Discussing in-house developments and critical friend approaches

| WELCOME

A little history

John Basil Lee Jellicoe (5 February 1899 - 24 August 1935) was a priest in the Church of England best known for his work as a housing reformer.

| WELCOME

Father Basil Jellicoe worked to replace slums around St Pancras and Euston with decent homes in the 1920s and 1930s. He was founder of the St Pancras Housing Association (originally the St Pancras House Improvement Society) and several other housing associations in London, Sussex and Cornwall. His efforts were the beginning of what is now Origin Housing. He toured the country in his small car fundraising and selling loan stock to fund these projects.

| WELCOME

Jellicoe had been born into privilege and used his many connections to assemble a powerful alliance for change – enlisting the support of the Prince of Wales, the Archbishop of Canterbury and the Housing Minister in his St Pancras House Improvement Society. He understood the importance of dramatic flourish – erecting vast papier mache effigies of the rats and bugs that infested the slums, and ceremonially torching them as the first slums were demolished. And he used the ‘new media’ of his age: making an early film of the conditions in which his parishioners lived, and making a mobile cinema in a trailer, so that those who lived in prosperity up and down the land could see what life in the slums was really like. After each showing he told them: “Now you know what life is like. You have no excuse for inaction.”

| WELCOME

“Jellicoe asked local people what they wanted (not a common practice at the time), and ensured the housing was beautiful as well as functional, with space for socialising and creativity”

| WELCOME

Among his many distinctions, Jellicoe – slum priest, retreat conductor, social reformer – is the only Anglican priest to have inspired an entire musical. Jellicoe: The Musical had its brief moment of glory eight years ago, treating the residents of Somers Town to such hits as ‘St Pancras House Improvement Society’ and ‘A Parson Running A Pub’. While it has yet to hit the West End or Broadway, the musical is indicative of Jellicoe’s larger-than-life character, and the affection his memory continues to inspire in his old parish.

Wednesday 12th October6pm – 9pm

Basil Jellicoe Hall Drummond CrescentLondon, NW1 1LB

Donate £5 for an evening of talks, design thinking, nibbles and helping to support young people. Community innitaives are put forward, you can help nurture these ideas and then vote on the idea you would like to fund. All proceeds go to the initiative you vote for.

Somers Town Sparks

Somers Town Sparks brings together local people and facilitates idea development with young people who are homeless or at risk to create community initiatives. Somers Town Sparks brings

together local people and facilitates idea development with young people who are homeless or at risk to create community initiatives.

| GOOD FINANCE

Building an educational resource with charities and investors

| WHAT WAS NEEDED

Big Society Capital had identified a need for an educational resource to help charities and social enterprises navigate social investment — and they wanted to take a user-led approach.

| WHY ENGAGE?

The basic need had been identified by multiple sources of research however, the specific requirements were currently undefined.

1 Foundational user research Building on existing research, we worked to understand the attitudes and behaviours of individuals. We mapped the journey of acquiring finance to identify where a digital platform could fit.

| WHAT WE DID

2 Co-design workshops Taking the loose scope identified through research, we ran co-design workshops with ‘decision-making teams’ to shape the different aspectsof the platform.

3 Prototyping testing We quickly built a prototype and tested it with both social enterprises, charities and investors, building up the details and refining as we go.

| APPROACH TO ENGAGEMENT| APPROACH TO ENGAGEMENT

“The stars haven’t aligned to allow corporate financiers to work with social enterprises”

End users are not the only users

| APPROACH TO ENGAGEMENT

Mindset KnowledgeConnection

Established attitudes can be difficult to shift.

Making a connection is the first step, it’s a face to face world.

The knowledge gap is vast and can be challenging.

Influence

People are heavily influenced by thosearound them and may have to act as influencer themselves.

Language

Jargon plagues the landscape, and a lack of empathy from both worlds is leading to confusion.

Focus on theoutcomes achieved through social investment

Reliable information on the values of investors and intermediaries

A high level walkthrough of the journey and steps in the process.

Reduction of acronyms and explanation of sector-specific terminology

Case studies that discuss the journey not just the end result, in as much honesty as possible

63/73%1

52/63%

51/62%

50/61%

45/55%

44/54%

41/50%

40/49%

39/48%

36/44%

Fund options available

Stories/case studies

Pros/cons of investment

Tip and tricks on the process

Map to show the journey

Motivations/values of funders

Social impact advice

Busines plan advice

Jargon glossary

Explanation of social investment

Question 3

73% of people would like to see the fund options available

“The things that always help most are things you can download and adapt. Here are bullet points for discussion with your board”

Innovation is not necessarily the ‘next big thing’

Ambition/Risk

The Safe Guarder

BusinessSavvy

The Go-Getter

Grass Roots

We brought together all the seeds of ideas that emerged from the research, cross-referenced with past research and prioritised

Contextual Decisions about investment are not made in isolation therefore, the tools need to be designed to reflect this.

Build something Taking all the ideas from the workshop, we built a prototypein 2 days

The Go-Getter

‘Educate me’

‘Inform my view’The Safe Guarder

BusinessSavvy

Grass Roots

‘Help, support and guide me’

‘Signpost me’

“I wanted a list of investors. I don’t like this [information] because you’re holding back the goods”

Prototypes are not solutions. They are a way of asking questions

Integrated Working alongside developers rather than ‘throwing the insights over the fence’

goodfinance.org

| OUTCOMES

Launching in early 2017 1. User-led content 2. Case studies 3. Profiling tool 4. Searchable investment sources

NEXT STEPS

And from Kieran’s perspective….

NEXT STEPS

Solving problems with citizens through a global movement

| CYCLEHACK

We run an annual global CycleHack event

Now in its 3rd year, we invite people around the world to run their own event

The total end-to-end experience of cycling

| CYCLEHACK

Cycle + Hack = CycleHack

| CYCLEHACK

“Both DIY production and open design empower the user by putting professional tools in the hand of the masses” — Tommi Latio (Open Design now)

CycleHack is a 48 hour creative event bringing together citizens, brands and local authorities together to develop and build new ideas that improve the experience of cycling

| CYCLEHACK

We’re taking a pro-active DIY approach to reduce the barriers to cycling

It’s all about making cycling more accessible, safe and fun for all those who use our streets

| CYCLEHACK

Ideas are cheap. Implementation is where the value lies, be vulnerable and put your ideas out there.

A simple idea We floated the concept online, targeted a few communities and raised a small fund to put on our first event

| CYCLEHACK

PHYSICAL DIGITAL CAMPAIGN/EVENT POLICY LOCAL PLAN

| CYCLEHACK

Our hackers develop ideas

From bike products to street furniture, policy and events.

| CYCLEHACK

We build prototypes

We go beyond talking to doing and testing ideas in reality

| CYCLEHACK

Urban Prototypes

Testing and trialling ideas out in the real environment

| CYCLEHACK

“For me, Cyclehack is about bringing together lots of heads who all equally have their own experiences and ideas, and bridging this with design talent to make ideas become a reality.”

Sarah Drummond, Glasgow

“In a city with no infrastructure for cycling at all, a few cycling enthusiast are braving the multiple barriers and opting for their bicycles. Beirut CycleHack is a much needed initiative to offer the opportunity to strengthen the cycling community and give them a space to create their own solutions and expand their efforts.”

Public Interest Design Levant, Global Partner, Beirut

“It was a wonderful experience to assemble some of Melbourne’s cycling enthusiasts, entrepreneurs, designers and decision makers under a one roof for 48 hours. Throughout the weekend we identified barriers to cycling, and we were extremely honoured to see all participants working together for a common goal, a bike friendly city.”

Jani Modig, Global PartnerMelbourne

MELBOURNE

BEIRUT

GLASGOW

| CYCLEHACK

“The design process that shaped the whole project created an environment that removed barriers, that gave a platform for people to talk openly about what challenges they face, and to recognise the importance of creativity in reshaping the city. Over the weekend, it felt like I was witnessing a new form of activism, one that is not merely confrontational and critical, but at its heart collaborative and inclusive.”

– Mark Irwin, Active Travel Project Lead at Glasgow Future Cities; CycleHack 2014 Sponsor

| CYCLEHACK

How do you design a scalable network like a service?

| CYCLEHACK

We designed products that would help scale the experience from the outset with the help of our community

| CYCLEHACK

We host a global catalogue

We collect all ideas from CycleHack® online under a creative commons license

| CYCLEHACK

We support with tools and mentoring We have a CycleHack® Hack pack to help cities set up their event and run the approach

| CYCLEHACK

We provide a hack pack We invest time in building a relationship with each host

EVENT ENTRANCE‘ THE BADGE’

EVENT ENTRANCE‘ THE SPEAKERS’

EVENT ENTRANCE‘ CYCLEHACK BARRIER AND IDEA CARDS’

| CYCLEHACK

We welcome with open arms We’ve designed the customer journey for on-boarding organisers to CycleHack

| CYCLEHACK

Malleable to make it local We created the model to have global consistency but localised flavours

An online community We built manuals in the open by answering questions from the community

| CYCLEHACK

We design our internal tools We continue to re-design our internal tools to make our job more efficient

| CYCLEHACK

We see ourselves as much as users as the citizens and organisers who take part

30+ CITIES AND GROWINGFROM 3 CITIES IN 2014, TO 25 IN 2015, 2016 HAD OVER 50 CITIES SIGNED UP

| CYCLEHACK

AustralasiaAustralia SydneyAustralia Melbourne

AsiaUnited Arab Emirates DubaiLebanon BeirutTaiwan TaipeiPhilippines Manilla

EuropeTurkey IstanbulSpain JaveaSpain BarcelonaGermany BerlinGermany WiesbadenBelgium BrusselsLuxembourg Luxembourg CityPortugal LisbonEngland London (East London)England London (Campden)England London (central)England CambridgeEngland Manchester

England ChesterfieldScotland Loch LomondScotland GlasgowScotland DundeeFrance ParisIreland DublinGreece AthensGreece KalamataItaly RomeNorway BergenNorway OsloSpain MadridSpain BarcelonaNetherlands AmsterdamNetherlands GroningenCzech Republic Prague

North AmericaCanada MontrealCanada VancouverMexico Mexico CityUSA, TX Round RockUSA, CA SacramentoUSA, AL Birmingham

South AmericaColumbia MedellinBrazil São Paulo

Africa

| CYCLEHACK

Change can happen from big and small communities.

| CYCLEHACK

We have a global reach

3.5 MILLION people reached online during CycleHack® 2016

| CYCLEHACK

We have a global audience

From the New York Times to Road.CC, we have been featured in national and local press all around the globe

| CYCLEHACK

Global Award Winners

We won the Core 77 design for social impact award beating the world’s biggest design agencies

Do you speak Dutch? Watch us on national televisionhttp://www.at5.nl/artikelen/144469/

plan_voor_internationaal_fietscentrum_in_noord_wint_hoofdprijs_cyclehack#

We’ve been featured on the telly

If you speak dutch, see to the right ——>

| CYCLEHACK

And the BBC…

Where we did say the words ‘pants’ and it went live to 360 million people on cruise ships…

| CYCLEHACK

We designed a platform to think global and produce local products

Amsterdam’s first bike mayor

Our success is stimulating local communities to take action into their hands.

| CYCLEHACK

Brussels meet the Minister for Transport

Taking forward the concepts from Brussels x CycleHack

| CYCLEHACK

A penny and an elastic band

This hack took 4 hours on the Saturday of the first CycleHack

A simple video shot on an iPhone

And we uploaded it on Vimeo…

3.6 million hits

4 weeks later, our legs, knees and pants had been featured globally

Hello Penny in Your Pants

We’ve prototyped the product

We established penny for good

Afghan Woman’s Team

We teamed up with Shannon Galpin and the Afghan Woman’s team to donate a portion of the profits

| CYCLEHACK

Allies where we add value We can’t or don’t want to replace the big bodies, so we work with them

“Cyclehack is an exciting, innovative movement, bringing the principles of design thinking and rapid prototyping to the world of cycling. Sustrans Scotland recognise the benefits Cyclehack brings, in addressing barriers, stimulating innovation, and building support for cycling initiatives. We look forward to seeing the product catalogue growing as participation and popularity grows!”

Matt MacDonaldSenior Business Development OfficerSustrans Scotland

| CYCLEHACK

“Think global. Act Local”

- Patrick Geddes

Co-creating a strategy with students and staff

| KINGSTON UNIVERSITY

| WHAT WAS NEEDED

Kingston University Equality, Diversity and Inclusion team wanted to hold an away day with a difference.

| WHY ENGAGE?

1. Co-create a living strategy that has a buy-in across the University

2. Move away from workingin silos and begin to stimulate collaboration

1 Personas and journeys Using learnings from the student perspectives, we built representative personas for different EDI communities

| WHAT DID WE DO?

2 Identifying problem statements We explored the journeys mapped, considering both university and home life, and constructed problem statements

3 Building current systems We selected and re-organised around a set of 5 problem statements and mapped the current system around them

4 Identifying opportunities for change We identified opportunities for change and generated ideasto address these opportunities

Build capacity,not solutions

Capacity building The EDI team were our co-facilitators. Building capacity to continue afterthe day.

Facilitationas politics

Strategic Selecting participants of influence from both sides. Who do we need to win over?And who can help us?

Co-design is as much about sharing insight and perspectives as it is about creating ideas

Collaborative Bring students and staff into the same space to solve problems togetherby combining perspective.

Encouraging Acknowledge the ‘buts’, then shelve them… for now. You can refine thinking to fit reality.

The small things matter

| OUTCOMES

‘Quick fixes’ to take forward Pictures appearing as part of email signatures to address the problem of learning names.

Make yourself redundant

| OUTCOMES

A working group established From the day, a working group has been established to start prototyping ideas

Strategyis action

| OUTCOMES

A strategy created on action The next 4 year EDI strategy was created to focus on areas identified by a wider staff base.

| OUTCOMES

And from Martin’s perspective….

Researching the future of online consultations with government and general public

| WHAT WAS NEEDED

GDS need to understand how the process of online consultation, as run by central Government, could be improved

Currently NDPBs and Ministerial Departments utilise a range of 3rd party consultation services

| WHY ENGAGE?

Exploratory Discovery research to build a foundation of understanding to inform expert decision-making.

Balancing with outcomes from the research that could support a design team to move forward

| WHAT WE DID

1 User research We researched different user groups from civil servants, policy makers to lobby groups and citizens to understand the process of consultation and identify user needs

2 Desk research We undertook an audit of existing service platforms being used by Government, and brought together global best practice in alternative consultation methods

3 Tiered recommendations We provided a suite of recommendations to outline what GDS should (and shouldn’t build) to improve the ‘now’ of consultation with wider options to develop the model in the future

| USER NEEDS FIRST

The Research We broke down who the initial user groups ‘might’ be and a range of themes from privacy to policy influence

| USER NEEDS FIRST

Creators and Responders Government is quite complex, within each department there with different roles along the consultation journey

| CONSULTATION AS A JOURNEY

User Journeys We broke down what the journey of a consultation is from motivation to create a public consultation to response and analysis

User Journeys For future design teams our intent was to document and float user needs at all stages of the consultation journey

| CONSULTATION AS A JOURNEY

| CONTEXTUAL RESEARCH

We saw consultation as a journey that weaves through people. The reality of statutory processes are often undocumented and live in the heads of people.

Contextual We visited people in their environments. The place they would be responding to/creating consultations.

The reality From Windows to firewalls, consultation storage cupboards to paper-based analysis. On the ground, we get to understand how it’s really done and where it can be improved.

| CONTEXTUAL RESEARCH

Labs won’t give you the ‘real’ world view of how things work in reality. Spend time on the ground where the details live.

Understanding dynamics If multiple people were involved in the process, we interviewed them together.

Interviews with organisations involving different departments stimulated questions to uncover how consultation worked

“We often split it up into two separate consultations - this is the what and this is the how.”

| INSIGHTS

The unwritten rules, mental models and ‘dark matter’ are important to document

Identifying needs Discovery research can still capture the granular level of user needs.

| THE DETAIL MATTERS

“Draft policy = 4 sign offs, launch date = 3 sign offs including Number 10”.

The detail matters, no more beige insights.

Use Cases We wanted to identify time-specific user needs across the journey of consultation so either a new platform or 3rd party service could be stimulated

| WORKING LIVE

We work live. We were documenting use cases as the research was undertaken

| DISCOVERY

Identify user needs not solutions

| PROCESS LEARNINGS

Qualitative + quantitative Snook research focuses on actionable insights with human detail and Demsoc focused on the global perspective, platform review and ‘best practice’ examples.

| PROCESS LEARNINGS

Partnerships that work Demsoc provided knowledge on knowing how government works, gave a fast-forward start on how to undertake the sector and make links of the invisible ‘rules’ from the outset

Sector expert and design research partnerships create actionable insights with depth

| PROCESS LEARNINGS

| OUTCOMES

Short-term recommendations Provided a tiered approach to ‘what next’. There were short-term actions (hacks to current gov.uk offering) and longer-term direction.

Big vision is hard to implement. Give people things they can do tomorrow.

| PROCESS LEARNINGS

| OUTCOMES

Hack the now “If department titles are displayed, the full title of the department should be used rather than abbreviations (eg. Public Health England rather than ‘PHE’)”

Small details like language and service names matter. These are part of the service design.

| OUTCOMES

Hack the now Make it clearer how potential respondents can sign up to consultation notifications from relevant policy areas or government departments.

From best practice, showing various points in the development of a policy and linking consultations.

| OUTCOMES

Hack the now Clearly provided and standard information about why the consultation is taking place.

Builds upon best practice seen elsewhere, and responds to user need heard: “As a respondent I need to know what is/isn’t on the table as part of this consultation so that I can provide input that is valuable.

The primary model of consultation is Q&A

| OUTCOMES

GOV.UK Q&A Platform - GDS build their own Q+A platform

The most significant trend we see in the digital consultation landscape is the broad uptake of a variety of different tools that enable options of interactions beyond a simple series of questions and answers.

“[on consultations] it is not just a technical problem. It is also a cultural problem”

| OUTCOMES

“All the policy teams have to now self-serve and they come to me for advice - I take them through the process from start to finish”.

| OUTCOMES

Guidance on other methods - Advise to build in guidance for civil servants in the back-end of the platform to educate them about different types of consultation and concurrently running them

| OUTCOMES

Stimulate the market - Don’t build everything but stimulate and encourage the civic tech market place

Digital democracy is not a silver bullet — Caroline Lucas

| OUTCOMES

A more iterative, collaborative and flexible democracy is the future I would like to see — Caroline Lucas

| OUTCOMES

And from Charles’ perspective….

| OUR WORK

Panel Discussion

Wednesday 12th October6pm – 9pm

Basil Jellicoe Hall Drummond CrescentLondon, NW1 1LB

Donate £5 for an evening of talks, design thinking, nibbles and helping to support young people. Community innitaives are put forward, you can help nurture these ideas and then vote on the idea you would like to fund. All proceeds go to the initiative you vote for.

Somers Town Sparks

Somers Town Sparks brings together local people and facilitates idea development with young people who are homeless or at risk to create community initiatives. Somers Town Sparks brings

together local people and facilitates idea development with young people who are homeless or at risk to create community initiatives.

| OUR WORK

Thank you