Assisted Digital: The East Riding Approach | Amanda Wilde | December 2014
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Presentation on assisted digital at East Riding of Yorkshire Council - why it's important, the council's approach, and what they're doing. Presented by Amanda Wilde, Customer Strategy Manager, at Really Useful Day: Digital Service for all in Doncaster on 2 December 2014.
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Assisted Digital: The East Riding Approach | Amanda Wilde | December 2014
- 1. Assisted Digital The East Riding Approach Amanda Wilde East Riding of Yorkshire Council Really Useful Day 2 December 2014
- 2. Why is it important?
- 3. Why is it important? Online behaviours 76% Adults in Great Britain accessed the Internet every day, that’s 21 million more than in 2006.
- 4. Why is it important? Online behaviours 58% Internet usage via mobile device. That’s more that doubled since 2010
- 5. Why is it important? Online behaviours 74% Adults who bought goods or services online. That’s up from 53% in 2008.
- 6. Why is it important? Online behaviours 84% Households with Internet access in 2014. That’s up from 57% in 2006.
- 7. Why is it important? Going mobile Advances in the portability and range of internet enabled devices Mobile Scope
- 8. Why is it important? Going mobile There are over 60 million mobile phones in use in the UK. 7 out of 10 people own a smartphone
- 9. 1 in 4 adults in the UK have never used the internet
- 10. But!
- 11. The East Riding - 1,000 square miles - Population 338,700 across 171 towns / villages - Half population live in rural communities - High inward migration - 21% over 65 years old, (30% over 50) - Outward migration of younger people - Low ethnicity – 4.9% -Affluent but some pockets of high deprivation
- 12. Why is it important?
- 13. Why is it important? Age UK research Bottom five areas for internet use amongst people aged 65 and over: People 65+ offline People 65+ online Tyne and Wear % within area 72.3% 27.7% West Yorkshire % within area 70.3% 29.7% Cumbria % within area 69.8% 30.2% South Yorkshire % within area 68.7% 31.3% Hull and East Riding % within area 68.5% 31.5%
- 14. Why is it important? (13%) households in East Riding do not have access to the internet (Javelin, Acxiom 2012) (22.5%) in the East Riding are of pensionable age Nationally, 33% of disabled users and 70% of over 75 users have never used the internet
- 15. Why is it important?
- 16. Why is it important? The drive to digital first • Opportunities to meet customer demand whilst reducing costs • Provide targeted and tailored support for those most in need. • Social, and financial benefits of the digital age for residents and businesses • Transforming East Riding, £92m saved, £60m over next 5 years
- 17. Our Approach • Gap analysis • Understanding needs • Skills • Connectivity • Challenges • Opportunities
- 18. Our Approach Who to involve?
- 19. For the workforce, residents, customers and businesses Skills Access Awareness Support building confidence and trust Our Approach
- 20. Our Approach Understanding Customer Needs “I want to learn but I don’t want to make a fool of myself and embarrass myself”
- 21. Our Approach Understanding Customer Needs “Well I’ve survived this long without it, so I don’t see why I would ever need it in the future”
- 22. Our Approach Understanding Customer Needs “Why should I do it? I have someone who can do it for me. She’s a wizard, it would take me all day to do it myself”
- 23. Our Approach Understanding all needs • Hearing impaired • Sight impaired • Physically disabled • English as an Additional Language • speakers/readers • Autistic • Travellers (possibly disengaged and/or illiterate) • Learning difficulties
- 24. Our Approach Customer Insight – using all the data Service users split into 4 categories: Least likely internet user Unlikely to be internet user – not preferred Likely to be internet user – not preferred Internet preferred
- 25. What are we doing? Website and usability
- 26. What are we doing? Website and usability Our users need to trust the content and find what they want easily Designing digital services around the user Mobile device user Colour-blind user Disabled user Digital native user over-65 young user user
- 27. What are we doing? Community Hubs
- 28. What are we doing? Community Hubs
- 30. How could the iPads project help?
- 31. Making a positive difference to lives Researching family Family connectivity – across the globe Online shopping Photos Using facebook - to keep updated on the family activities Supporting healthy eating and exercises
- 33. Barmby Moor Tablet training session http://barmbymoorboot-it.co.uk/
- 35. E ENABLING CASE STUDIES The impact and effectiveness of the iPad on individual older people can be E ENABLING best brought CASE STUDIES to life through their individual experiences. From these case studies some positive conclusions can be drawn.
- 36. E ENABLING CASE STUDIES “The iPad has definitely E ENABLING CASE STUDIES helped keep my mind Mr A 70’s Stroke sufferer 6 month user active” Does crosswords and reads Enjoys games and trying the daily papers new things out
- 37. E ENABLING CASE STUDIES “Although I’m very willing, I find the tablet hard E ENABLING to CASE use STUDIES and receive additional support from my speech therapist” Mrs L 70’s Stroke sufferer Never used a keyboard Using a special pen she is now …she can then email them to able to handwrite letters which her son who lives abroad are converted to text…
- 38. E ENABLING CASE STUDIES E ENABLING CASE STUDIES Mr S 70’s Carer for his wife Has slowly Built up his skills With help from his son he has used He uses online facetime shopping to talk and with now is able to do the supermarket his family shop
- 39. E ENABLING CASE STUDIES “This is a new interest for me E ENABLING and CASE STUDIES I enjoy it” Mrs B 80’s Uses She facebook has used to the keep tablet an for eye of different watercolouring members of her family
- 40. What Has Worked? • Developing understanding of customer needs • Corporate approach • Collaboration • Communication and listening – staff and customers • Designing self-service around the user • GDS approach
- 41. What Hasn’t? • Being too ambitious – having a realistic plan • Trying to tackle everything at once • Connectivity – continuing issue • Confidence and trust – ongoing journey • Expectation around levels of support
- 42. Lessons Learned Practical tips • Organisation wide approach • Having a realistic plan • Importance of usable and accessible digital services • Staff skills and training • Knowing your customers • It’s not a quick fix • Designing usable and accessible online services is key
- 43. Lessons Learned Are we there yet? Right Marge, I’ve paid my council tax. But is it secure? Oh yes Edith, looks to me like its using a secure socket layer with TrueCrypt algorithms, over https.
Notes de l'éditeur
- The council has a number of competing demands against a backdrop of reducing budgets, however what is clear is that citizens have rising expectations. Many expecting responsive tailored quality services, choice and personalisation. With the increasing popularity of the Internet and mobile technologies, many citizens have come to rely on the convenience of low cost self-service channels in their every day life. They expect to order goods and services online or via a smart phone with a single click, receive updates on the progress of an order and information that is personalised and tailored to their needs. Show of hands for those who order service on line? I think it is fair to say Local authorities have so far failed to deliver self service channels with the depth and personalisation available through many private sector organisations such as Amazon, Next and Marks & Spencers to name but a few. People will only choose to use government services digitally if they are far more straightforward and convenient. As you’ll see from the following slides the vast majority of the UK population is online but most people rarely use online government services.
- The scope for mobile enablement is increasing rapidly. The number of connected devices and different types of potentially enabled devices is seemingly endless. In the near future the average person will be more dependant on technology for everyday activities without even thinking about it. It is important that we keep abreast of change and evolve our digital service delivery inline with innovation.
- More of a challenge is the sustainability and scalability of the model Funding for the project, the resources of staff to undertake the project Connectivity still presents a problem in a number of areas And trust, many people still don’t trust doing things online, these are all things that we need to overcome.
- And we have estimated that this figure will rise further and by 2030 we will have just under 30,000 pensioners
- Data from Age UK reveals a north-south divide amongst older people when it comes to using the internet, the top five areas all in the south. Top five areas for internet use amongst people aged 65 and over: Surrey, Bedfordshire, Buckinghamshire, Suffolk, Oxfordshire The research sends a clear message to the government, local authorities and businesses about internet use amongst older people, many of whom are increasingly focused on getting people to access their services online.
- The 2010 Spending Review stated that Council funding would fall by 34% over a 4 year period which equated to a £34m reduction in the Council’s funding. Since then, the Governments expectations of economic growth have been revised and our funding cuts to ERYC are now anticipated to exceed £45m by 2016/17. After taking into consideration unavoidable budget pressures of £77m our total savings equate to over £122m 2010/11 and 2016/17. For many public bodies the financial planning mantra is ‘ hope for the best, plan for the worst’. The global financial crisis is now in its sixth year with few, if any indications that normal service is to be resumed. A return to stability and previous growth norms remain almost unimaginable for a very long time yet. The recession has had several impacts on the Council – more people claiming benefits, needing support and advice with housing and debt management. This sits along side the increasing demand for services as a result of the East Riding’s demographic profile. For many public bodies the financial planning mantra is ‘ hope for the best, plan for the worst’. This Council has however taken a carefully planned approach to the reductions, to avoid knee jerk reactions, through its Business Transformation programme. The Programme extends to over 20 projects across the organisation with target savings of £27m to 2016/17. It is pleasing to report that to date the programme has achieved verified savings of just over £12m and which have been reflected in base budgets. Plans are in place for a further £3.3m from projects which will take a little more time. Leaving £11.6m still to be identified. If there was ever any doubt, it is clear that there are no easy ‘silver bullet’ solutions. The business of reducing public spending is more a marathon than sprint, requiring careful planning and rigours attention to implementation detail.
- The pace of technology change and move to digital globally is changing the face of what we all do and how we work The digital world that we now live in provides real opportunities to give many of our customers what they already expect when they interact with business and government services whilst also reducing costs for the Council compared with more traditional methods of access/delivery of services This shift in approach will also allow us to focus on more targeted and tailored support for those most in need. There are benefits to our customers, both social and financial benefits of the digital age for residents and businesses, such improving social interaction for those rurally isolated by keeping in touch with family and friends and also lots of opportunities to save money on products and services e.g. utility bills by interacting through online channels
- So how to eat the elephant??? Assisted digital is to ensure no one is excluded addressing the needs of those who are not and perhaps never will be online. To ensure we are all able to use the most efficient redesigned digital channel. It is about understanding and providing support for residents. Providing a service for those who rarely, or never go online to access our digital channels. Targeted support for those most vulnerable. Improve digital skills, access and promote channels. Designing digital services around user needs. Critical to delivering digital first agenda Government recognised approach However whilst this approach gives us many challenges, it also provides us with many opportunities
- And are we there yet, perhaps in some ways but there is still a way to go…
- And are we there yet, perhaps in some ways but there is still a way to go…
- We considered what we know about our service users? Email address? Internet service request? Address? What does Customer Insight tell us? What is the likelihood (or not) of our customers being digitally enabled? Are there any other digital identifiers on the data? And if not, could we start collecting such data? Data and evidence provides: Volumes Proportions with likely online potential Assistance with prioritising services Data and evidence does not provide: The reasons why they are not online
- We considered what we know about our service users? Email address? Internet service request? Address? What does Customer Insight tell us? What is the likelihood (or not) of our customers being digitally enabled? Are there any other digital identifiers on the data? And if not, could we start collecting such data? Data and evidence provides: Volumes Proportions with likely online potential Assistance with prioritising services Data and evidence does not provide: The reasons why they are not online
- Hearing impaired Sight impaired Physically disabled English as an Additional Language speakers/readers Autistic Travellers (possibly disengaged and/or illiterate) Learning difficulties mobile device user tentative user over-50s user disabled user sight-impaired user colourblind user digital native user (always known Internet) over-65 user 24-35 user 36-50 user young user (no lower age limit to 23)
- Within our community hubs front-line staff have an important role to play to support the vulnerable or those with complex enquiries. They help customers who are unable to access their online account. So when a customer is dealt with face to face by the CSN staff or by an agile worker their request is entered into exactly the same web interface that they would see if they were to transact online themselves. We have found that there are many opportunities to show and ‘train’ people to self serve next time so whilst no-one will be excluded in any way because they cannot transact electronically there will be a constant drive to encourage and teach people to do it themselves next time. Assistive technologies have a key role to play in managing demand. Working will Adults Services and funding through Health we have a pilot in Goole to support a small number of elderly service users with iPads – shopping on line and skyping family which I will describe in more detail shortly.
- Loneliness/Isolation are both very damaging to health, prevention agenda in Care Act Objectives Support people to live well in old age Promote independence e.g. shopping at home Health – apps and contact with GPs Combating isolation and loneliness, social contacts, family and activities Will do evaluation of social return on investment at end of programme (academic study)
- How do ipads/tablets help? - Opportunities to ‘skype’/email/facetime friends and family - Interests surfing the net and personalised apps, 1940s music, download favourite songs, films, use keyboard to play piano, games/crosswords/solitaire, maps, satellite images, sport, TV, radio – keep active and engaged - Contacting Council, other providers, e-market for carers (personal budgets), getting things repaired (washing machine) - Contacting GPs – repeat prescriptions, Shopping , food home delivery, Family Christmas presents Range of needs some very independent others need more help - experience of internet very limited - no keyboard use - some physical problems e.g holding tablet - understanding symbolism on internet (little icons) where to tap and when - forget how to do and need reminding - adventurous, some intuitive and they are off. - set aside time to use - most important – contact with family - something of interest for everyone, enjoy but can be frustrating forgotten how to use, delays, how to ‘tap’ - can be used as part of therapy – e.g. speech – communication, autism example plan day – photographs, timetable, So bought 20 – on loan to people - set them up for people to use - provided training/help - explanation of what they can do, how to surf the internet, how to email etc. advice on being safe on line Eligibility – over 55 (average age is over 70 of participants), living alone, bereaved, on-going medical conditions. Aimed at lower level needs, prevention, promoting independence Time scale (started April 2013 – to date) Equipment – 20 iPads (v2) Why iPads – preferred for apps, CCG board preferred but Androids cheaper and similar functionality Project management by E enabling project board comprising a GP, CCG Adults Commissiong Lead, Healthwatch representative, Adults Social Care Project Officer and Council Value for Money Manager Experimental nature of the project
- Some heavily engaged with daily use especially for those bed-ridden
- Bringing groups of users together 12 month sign up Introduction to tablets and monthly follow up sessions Home visits available for further support Tendered for training and support provision Specific training; iPad features and Apps
- We have brought groups of users together 12 month sign up Introduction to tablets and monthly follow up sessions Home visits available for further support Tendered for training and support provision Specific training; iPad features and Apps
- The impact and effectiveness of the iPad on individual older people can be best brought to life through their individual experiences. From these case studies some positive conclusions can be drawn. Mr A is in his 70’s and suffered a stroke recently. He has been involved in the i-pad trial for 6 months. He enjoys games and trying new things out and is using the i-pad to do crosswords and read the daily papers “The iPad has definitely helped keep my mind active”
- Mrs A is also in her 70’s and has suffered a stroke. Before she took part in the ipad trial she had never used a keyboard. Using a special pen she is now able to handwrite letters which are converted to text… “Although I’m very willing, I find the tablet hard to use and receive additional support from my speech therapist”
- Mr S is in his 70’s and is a carer for his wife. He has slowly built up his skills and is now using facetime to talk with his family.
- Mrs B is in her 80’s. She has used the tablet for painting watercolours and uses facebook to keep an eye of different members of her family “This is a new interest for me and I enjoy it”
- We have learned how we can Build our Assisted Digital programme in to the work that is being done in our community hubs, what we’re doing in terms of improving our web offer and the I-pad trial We will work with colleagues in Adult services, education, libraries, community hubs and other external partners such as the voluntary sector Partnership opportunities with suppliers Broadband rollout improving connectivity There will be an evaluation of social return on investment at end of the Ipad programme (academic study)
- More of a challenge is the sustainability and scalability of the model Funding for the project, the resources of staff to undertake the project Connectivity still presents a problem in a number of areas And trust, many people still don’t trust doing things online, these are all things that we need to overcome.
- Staff A project such as this has to be organisation wide - we are corporately assessing the digital capability of front line workforce and developing learning and peer support packages Digital Champion recruiting - libraries have a digital champion at every service point, CSN being trained to act as ambassadors encourage digital engagement The services we design need to be useable and accessible, people need to be able to use them so that they will perhaps try the digital way first next time. Assisted support is currently available using free equipment provided within community hubs, to be expanded into other Customer service centres and Customer contact points We will build on success of the I pad community project and work with partners and volunteers to expand and develop similar projects in other communities. And knowing your customers is key, we cannot assume that everyone either can or wishes to transact with us digitally, we need to redesign our services to make it the way that they would choose to transact with us Making a plan for channel shift Working with services and users to improve our web offer and developing more online forms to create an improved user experience, to maximise traffic to our website Promotion of online services using social media accounts, and 'how to 'videos on You tube Working collaboratively with Adult Education to help break down barriers and provide opportunities for residents to overcome fears of using the internet and develop basic ITskills
- And are we there yet, perhaps in some ways but there is still a way to go…