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Local 
Digital 
Campaign 
Key activities and skills 
to deliver better local 
services 
#LocalDigital 
@LDgovUK 
Sarah Pra...
Service design & delivery 
Activities & skills 
Sarah Prag 
20th November 2014
Making all of this happen 
• What’s involved in doing service design like this? 
• What activities need to happen? 
• What...
Caveats 
• My background is in digital service delivery 
– the approaches are now being applied to whole 
service design 
...
Service design phases 
Deliver 
Solutions which work 
Develop 
Potential solutions 
Define 
The area to focus upon 
Discov...
Service design phases 
Deliver 
Solutions which work 
Develop 
Potential solutions 
Define 
The area to focus upon 
Discov...
Service design activities – getting going! 
What needs to be in place before you start? 
• Permission 
• Budget (for Disco...
Service design activities – Discover 
Create personas 
User research 
Access & 
collate data 
Market research 
Facilitate ...
Service design activities – Discover & Define 
Create personas 
User research 
Access & 
collate data 
Market research 
Fa...
Service design activities – Discover & Define 
It should really be possible to do all of these activities 
internally usin...
Service design activities – Develop & Deliver 
In these phases responsibility for delivering activities 
may vary dependin...
Service design activities – Develop & Deliver 
Plan assisted 
digital support 
Involve partners 
Consult on workflow 
Set ...
Service design activities – Develop & Deliver 
Plan assisted 
digital support 
Involve partners 
Consult on workflow 
Set ...
Service design activities – Develop & Deliver 
Plan assisted 
digital support 
Involve partners 
Consult on workflow 
Set ...
Service design activities – Run & improve 
User test 
Resolve issues 
Monitor 
performance 
data 
Monitor feedback 
Manage...
Service design – what about “Agile”? 
Principles are baked in: 
• Focus on users and their needs 
• Learn through doing (a...
Service design – ownership & teams 
Transformation of a service as a whole (even if it’s 
iterative). 
Needs a single owne...
Service design & delivery 
Activities & skills 
Sarah Prag 
20th November 2014
Discover & define Develop & deliver Run & improve 
Access & collate data 
Analyse data 
User research 
Analyse workflow/pr...
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Key activities and skills to deliver better local services | Sarah Prag | November 2014

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Presentation on service design and delivery by Sarah Prag at the Service Design Discovery Day on 20 November 2014 in Warwick.

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Key activities and skills to deliver better local services | Sarah Prag | November 2014

  1. 1. Local Digital Campaign Key activities and skills to deliver better local services #LocalDigital @LDgovUK Sarah Prag, Business Change Consultant @SarahPrag
  2. 2. Service design & delivery Activities & skills Sarah Prag 20th November 2014
  3. 3. Making all of this happen • What’s involved in doing service design like this? • What activities need to happen? • What skills are needed? • Who might have these skills? • How might councils organise themselves?  Mapping activities onto the diamonds  Me first… you later!  Copy of all the details on your tables
  4. 4. Caveats • My background is in digital service delivery – the approaches are now being applied to whole service design – service delivery is increasingly digital • My view, based on the approach at GDS, adapted for Bristol City Council • Users = citizens & businesses = customers
  5. 5. Service design phases Deliver Solutions which work Develop Potential solutions Define The area to focus upon Discover Insight into the problem
  6. 6. Service design phases Deliver Solutions which work Develop Potential solutions Define The area to focus upon Discover Insight into the problem Run & improve Solutions which evolve
  7. 7. Service design activities – getting going! What needs to be in place before you start? • Permission • Budget (for Discovery) • People • Space • Stationary! • Training & support • Backfill?
  8. 8. Service design activities – Discover Create personas User research Access & collate data Market research Facilitate workshops Analyse data Analyse workflow/process Explore tech landscape
  9. 9. Service design activities – Discover & Define Create personas User research Access & collate data Market research Facilitate workshops Analyse data Analyse workflow/process Identify user needs Map user journeys/touch points Guerilla test Set KPIs Prioritise & plan Sketch/prototy pe Explore tech options Explore supplier options Explore tech landscape
  10. 10. Service design activities – Discover & Define It should really be possible to do all of these activities internally using internal data and skills. Even if a lot of your existing service and/or technology is provided by a supplier. You are the service owner. Own the process, and ask for their input where needed.
  11. 11. Service design activities – Develop & Deliver In these phases responsibility for delivering activities may vary depending on the approach you take: • Build the solution in house • Buy in a solution • Construct a solution from components (some internal, some supplied) However, the things that need to get delivered remain the same – as does the ownership
  12. 12. Service design activities – Develop & Deliver Plan assisted digital support Involve partners Consult on workflow Set up tech Develop prototypes environments User test Establish delivery team Develop data model
  13. 13. Service design activities – Develop & Deliver Plan assisted digital support Involve partners Consult on workflow Set up tech Develop prototypes environments User test Establish delivery team Develop data model Comms Test service end to end Design & build user experience Train staff User test Deliver enabling tech Integrate with legacy tech Decommission old tech/tools Set up support Design content
  14. 14. Service design activities – Develop & Deliver Plan assisted digital support Involve partners Consult on workflow Set up tech Develop prototypes environments User test Establish delivery team Develop data model Comms Test service end to end Design & build user experience Train staff User test Deliver enabling tech Integrate with legacy tech Decommission old tech/tools Set up support Design content Engage suppliers Manage supplier relationship QA supplier deliverables
  15. 15. Service design activities – Run & improve User test Resolve issues Monitor performance data Monitor feedback Manage partner relationships Monitor assisted digital support Manage supplier relationships Identify & prioritise opportunities for improvement Deploy fixes Deliver improvements Support service staff
  16. 16. Service design – what about “Agile”? Principles are baked in: • Focus on users and their needs • Learn through doing (and testing!) • Deliver iteratively & keep improving • Single “owner” & a multidisciplinary team Pure Agile can also be used to deliver software: • User stories & acceptance criteria • Backlogs, scrum walls, scrum master etc
  17. 17. Service design – ownership & teams Transformation of a service as a whole (even if it’s iterative). Needs a single owner to own the process and lead the work. (The Service Manager in central gov, the Product Owner in Agile.) The benefits of bringing together a multidisciplinary team – breaking down silos and hierarchy.
  18. 18. Service design & delivery Activities & skills Sarah Prag 20th November 2014
  19. 19. Discover & define Develop & deliver Run & improve Access & collate data Analyse data User research Analyse workflow/process Market research Create personas Facilitate workshops Identify user needs Map user journeys/touch points Guerilla test Sketch/prototype Explore tech options Set KPIs Explore supplier options Prioritise & plan Set up tech environments Establish delivery team Develop prototypes User test Plan assisted digital support Consult on workflow Involve partners Develop data model Design & build user experience Design content Support service staff Deliver enabling tech User test Integrate with legacy tech Decommission old tech/tools Monitor performance data Monitor feedback Monitor assisted digital support Deploy fixes Manage supplier relationships Set up triage & support User test Test service end to end Train staff Communicate changes Resolve issues Manage partner relationships Identify & prioritise opportunities for improvement Deliver improvements Engage suppliers Manage suppliers QA supplier deliverables Get permission Set things up Communicate changes

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