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@katyarnie
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Who actually designs
for evil?
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Sub-title
Sub-title
Sub-title
Sub-title
Sub-title
Sub-title
Sub-title
Sub-title
Sub-title
Sub-title
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© Getty Images
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Government wasn’t
designed for the internet
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Sub-title
Working in this way is
expensive
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It makes it hard to design
well
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The largest and oldest
service provider in the UK
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Design Research Unit
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Services exist to achieve
outcomes
• to achieve policy intent
• users find out and apply confidently
• governmen...
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Services have common stages
Find out Choose Act Decide Fulfil Comply Enforce
Stages for ‘get permission to do so...
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Defining service performance with KPIs
Find out Choose Act Decide Fulfil Comply Enforce
User finds the
service a...
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So, designing for good?
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1. Design for trust
2. Build confidence
3. Design for the future
Sub-title
1. Design for trust
2. Build confidence
3. Design for the future
Sub-title
Trust and confidence directly
impact the bottom line
Sub-title
When users are confident,
they don’t seek reassurance
Sub-title
When staff are confident,
they make better decisions
Sub-title
Sub-title
A new relationship between
government and citizens
–based on trust
Sub-title
1. Design for trust
2. Build confidence
3. Design for the future
Sub-title
Sub-title
1.3 million people
99% of services are digital
3 minutes to submit taxes
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98% own an ID card
Citizens own their data
Only tell government once
No centralised database
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800 working years, every year
2%of TDP – same as
contribution to NATO
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Estonians trust their
government
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© E&N
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1. Design for trust
2. Build confidence
3. Design for the future
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Identity
Sub-title
Sub-title
Sub-title
Sub-title
Sub-title
Sub-title
1. Design for trust
2. Build confidence
3. Design for the future
Sub-title
What have we learned during
the digital transformation of
the UK Gov?
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Service design is... the ability
of an organisation to deliver
and maintain a service over
time*
* Lou Downe, Go...
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Sub-title
© Ralph A, Clevenger
Sub-title
Don’t let the back end
processes constrain the front
end design
Sub-title
This is the service
Sub-title
Design all parts of the service
Sub-title
Do user research to
understand what is happening
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http://www.myddelton.co.uk/blog/user-research-is-a-team-sport
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Someone or some people
empowered to make
decisions about priorities
Sub-title
• It builds trust
• It makes people feel confident and able
• It includes everyone
Sub-title
• It breaks promises
• It is not honest
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Katy Arnold - Building trust in public service delivery with human centered design

Over the last few years, the UK government has been modernising service delivery using human centred design. We’ve learned what happens when services are not designed from the users perspective and we’ve seen the impact this has on people’s lives. For those of us working to redesign government services we know have an opportunity to design well, to design for good.

Part of that involves giving large complex organisations the tools they need to manage services which are used by millions of people. Mostly it involves building trust and transparency, and re-setting our relationship with the public because good services, are efficient as well as humane.

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Katy Arnold - Building trust in public service delivery with human centered design

  1. 1. Sub-title @katyarnie
  2. 2. Sub-title
  3. 3. Sub-title Who actually designs for evil?
  4. 4. Sub-title
  5. 5. Sub-title
  6. 6. Sub-title
  7. 7. Sub-title
  8. 8. Sub-title
  9. 9. Sub-title
  10. 10. Sub-title
  11. 11. Sub-title
  12. 12. Sub-title
  13. 13. Sub-title
  14. 14. Sub-title
  15. 15. Sub-title © Getty Images
  16. 16. Sub-title
  17. 17. Sub-title
  18. 18. Sub-title Government wasn’t designed for the internet
  19. 19. Sub-title
  20. 20. Sub-title Working in this way is expensive
  21. 21. Sub-title It makes it hard to design well
  22. 22. Sub-title
  23. 23. Sub-title The largest and oldest service provider in the UK
  24. 24. Sub-title Design Research Unit
  25. 25. Sub-title Services exist to achieve outcomes • to achieve policy intent • users find out and apply confidently • government reduces the cost of failure demand
  26. 26. Sub-title Services have common stages Find out Choose Act Decide Fulfil Comply Enforce Stages for ‘get permission to do something’ service
  27. 27. Sub-title Defining service performance with KPIs Find out Choose Act Decide Fulfil Comply Enforce User finds the service and knows what to do Rules self out or makes right choice of what to apply for Applies correctly, providing the right information A fair, fast evidence-based decision in time to travel Knows what rules apply, and follows them Those not complying are fined, or get right permission Gets decision, knows and understands entitlements Effort of finding information on GOV.UK Volume of contact about ‘what to choose’ Length of time to process application Carries licence when needed Success rate of enforcement actions Time and effort to prepare application Appointment re-booking rates (first appointment failed Ratio of applications (using an agent or third party) (Theoretically) avoidable non-compliance Proportion unable to process due to unclear evidence Time spent choosing what to apply for and accuracy of choice Accuracy rates and confidence levels Some performance indicators Desired outcome of each service stage Time taken to deliver a decision to user % of errors in what we deliver (details, type) Comprehension rates in what the rules are Time spent identifying non compliant cases Number of fines, or actions taken
  28. 28. Sub-title So, designing for good?
  29. 29. Sub-title 1. Design for trust 2. Build confidence 3. Design for the future
  30. 30. Sub-title 1. Design for trust 2. Build confidence 3. Design for the future
  31. 31. Sub-title Trust and confidence directly impact the bottom line
  32. 32. Sub-title When users are confident, they don’t seek reassurance
  33. 33. Sub-title When staff are confident, they make better decisions
  34. 34. Sub-title
  35. 35. Sub-title A new relationship between government and citizens –based on trust
  36. 36. Sub-title 1. Design for trust 2. Build confidence 3. Design for the future
  37. 37. Sub-title
  38. 38. Sub-title 1.3 million people 99% of services are digital 3 minutes to submit taxes
  39. 39. Sub-title 98% own an ID card Citizens own their data Only tell government once No centralised database
  40. 40. Sub-title 800 working years, every year 2%of TDP – same as contribution to NATO
  41. 41. Sub-title Estonians trust their government
  42. 42. Sub-title © E&N
  43. 43. Sub-title 1. Design for trust 2. Build confidence 3. Design for the future
  44. 44. Sub-title Identity
  45. 45. Sub-title
  46. 46. Sub-title
  47. 47. Sub-title
  48. 48. Sub-title
  49. 49. Sub-title
  50. 50. Sub-title 1. Design for trust 2. Build confidence 3. Design for the future
  51. 51. Sub-title What have we learned during the digital transformation of the UK Gov?
  52. 52. Sub-title Service design is... the ability of an organisation to deliver and maintain a service over time* * Lou Downe, Government Digital Service
  53. 53. Sub-title
  54. 54. Sub-title © Ralph A, Clevenger
  55. 55. Sub-title Don’t let the back end processes constrain the front end design
  56. 56. Sub-title This is the service
  57. 57. Sub-title Design all parts of the service
  58. 58. Sub-title Do user research to understand what is happening
  59. 59. Sub-title http://www.myddelton.co.uk/blog/user-research-is-a-team-sport
  60. 60. Sub-title Someone or some people empowered to make decisions about priorities
  61. 61. Sub-title • It builds trust • It makes people feel confident and able • It includes everyone
  62. 62. Sub-title • It breaks promises • It is not honest

Over the last few years, the UK government has been modernising service delivery using human centred design. We’ve learned what happens when services are not designed from the users perspective and we’ve seen the impact this has on people’s lives. For those of us working to redesign government services we know have an opportunity to design well, to design for good. Part of that involves giving large complex organisations the tools they need to manage services which are used by millions of people. Mostly it involves building trust and transparency, and re-setting our relationship with the public because good services, are efficient as well as humane.

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