Scottish Approach to Service Design: Where next?

We are SnookPeople by Default Sarah Drummond
Service Design in the public sector
A retrospective and where next?
@ruﬄemuﬃn | @wearesnook

This is about a
new approach

#satsd

Meet Sharon 2015

“I no longer feel that I can deliver an adequate service
even allowing for working a 70 + hour week. I have taken
a support worker role in order to spend time with my
family in an attempt to recover some quality
of life. I wish you all well.”
The British Association of Social Workers and Social Workers Union

“Social workers are spending too much time in the oﬃce
and not enough time with clients. The very essence
of social work is being eroded, which is a great, great
shame.”

“I spend most of my working day typing and inputting
services plans, ﬁling, etc., all admin tasks.”

“Working in an out of hours team, we have no
administration, we have to organise all assessments,
visits and undertake reports. I spend most of my time on
the computer”

We are SnookPeople by Default Sarah DrummondWe are SnookPeople by Default Sarah Drummond
ADMINISTRATION COSTS US
PEOPLE
We have created systems that don’t solve
problems. They create more work, cost
us more to run and take us away from the
frontline

1. Manual processing use of paper and manual copying across systems
2. Unnecessary processing users completing the wrong transactions at
the wrong time
3. User contact users trying use a service, complain or track something
4. Casework edge cases and ‘user-errors’ handled by humans
Louise Downe, Head of Design | Government Digital Service | @louisedowne

“It took me an hour to apply for a provisional license
online. They locked me out twice, I couldn’t save it and I
didn’t know before starting I’d need my national
insurance number.”
DVLA services

“I cried down the phone because it was the 27th time I’d
called the hospital. They direct transferred me through
to a department that wasn’t even open that day. I was
desperate to shift my appointment, they insisted on
sending a letter each time to change the appointment”
NHS Service User

“We phoned the council about care for mum, it’s pretty
urgent her dementia is tearing the family apart. We were
told we’d be given a visit, it’s been 4 weeks and we’ve
heard nothing”
Council user

INDUSTRIAL MODELS OF THE PAST
CONTINUE TO SHAPE OUR DESIGNS
“Technology has locked us into ways of
working, the design of services, even
operating models of organisations”
Dave Briggs, Head of Digital and Design at Adur & Worthing Councils

TECHNOLOGY
WON’T SAVE US, WE ARE
AUTOMATING THE WRONG
PROCESSES
We must fundamentally understand the
problems we have to solve, meet user
needs and design services that work

GOOD TECHNOLOGY {AND DESIGN}
SHOULD BE INVISIBLE
We need insight into what works, what
doesn’t and what jobs we want to help
people do to improve our systems and
services

Meet Sharon 2020

THIS IS HARRY AND SAM

“Burton and van den Broek espouse the belief that
social workers should be involved in the design and
application of the technology, as well as being
provided with appropriate ongoing training.
They go on to quote and applaud Sapey’s (1997) contention that: ‘
. . . unless social workers do become involved in the ways
in which new technologies are used within
organisations, they will fail to inﬂuence its impact on
their clients and may further fail to control the way in
which computers aﬀect the nature of social work itself in
the future’”
Burton and Van Der Broke | Sapey (1997)

MORE PUBLIC FACING SERVICES
With automation and good service design
comes more time to spend on the frontline.
A fundamental rethink and opportunity on
how we deliver
Image courtesy of Flickr user makeworks

AN UPHILL BATTLE
The touchpoint has grabbed our design
attention
UX and digital has over shadowed the
service and organisation play

THE INTERNET IS A MATERIAL WE
CAN WORK WITH
We need to skill up on how we use the
internet. We are locked down, unable to
access it and we haven’t met its potential.

Here’s my top ﬁve IT ﬁx requests:
1. Use standard usernames
Each system appears to require its own type of login. My
usernames include hoggda80645, david.hogg. dhogg, hoggd,
hoggd80927, DHOGG, 80927hoggd and david. Add to that
inconsistent passwords (some requiring uppercase, some not
allowing uppercase, others needing punctuation).
Solution: we need this to be standardised. The NHSnet email
address is a good place to start for a username or alternatively
couldn’t we use the registration number - GMC, NMC, HPCC?
The username ‘gmc123456’ makes a lot more sense.

Service design is the design of services
Co-design is an approach
It’s not organisational change, but organisations need to
change to make it work

SERVICE DESIGN DISTINCTIONS
HIGH LEVEL - RE-DESIGNING A CUSTOMER EXPERIENCE (FRONT FACING USER
EXPERIENCE)
DEEPER LEVEL - OPTIMISING CAPACITY OF BUSINESS TO DELIVER A THING
ORGANISATIONAL - LONG TERM BUSINESS TRANSFORMATION TO BEING
USER CENTERED
SYSTEMS LEVEL- SYSTEMS THINKING TO RE-DEFINE PROBLEM/SCOPE/
POTENTIAL ACROSS ORGANISATIONS

THREE LAYERS
DO TANK / CENTRALISED SERVICE DESIGN
Running an R+D capacity / Delivering the eco-system
EMBEDDING DESIGN
Organisations that can iteratively improve their services
and link into the wider eco-system
COMMUNICATION PLATFORMS
Integrating feedback into the system and co-producing
outcomes

Double Diamond - Design Council 2007

We’re in a room
of early adopters

(Thanks Stuart Bailey)
2007 | SKILLS DEVELOPMENT
SCOTLAND
We are SnookService Design Atelier Sarah Drummond
MASTERS THESIS ON EMBEDDING DESIGN (2009)

(Thanks Lauren)
The infamous @redjotter
PARTNER IN CRIME FOR 2008 - 2014

(Thanks to the ﬁrst 10)
Service Design Drinks and
Thinks
(2009)

(Thanks to Social Innovation Camp and Ewan Mcintosh)
MyPolice
(2009)

(Thanks Peter Ashe)
ALISS
NHS and ALISS (2009)

(Thanks to Lucy Robinson, Lisa Pattoni and Gayle Rice)
IRISS
(2010)

(Thanks to Anna Maclean)
Loch Lomond and Trossachs
National Park
(2013)

(Thanks to Louise McDonald, Lisa Murphy, Toni Andrews)
Young Scot
(The Matter and Ayemind)
(2012 to now)

“We realised we could make
anything happen”

(Thanks to Jane Reid, DWP)
Mental Health, digital and
employment journeys
(2015)

(Thanks to Karen Bell and NHS Ayrshire and Arran)
150 + people working together
to improve unscheduled care
(2016)

(Thanks to Sally Kerr)
Walk Hack and Edinburgh Apps
(2016)

(thanks to Open Change and Duncan Of Jordanstone)
Open Change
(Mums and dads of Snook)
(You’re stuck with us)

(thanks to Mike Press)
Renewing public services
conference
(Mums and dads of Snook)
(2014)

THE LAST 7 YEARS
Bloody large proof of concept and a development in the
translation of design

COLLABORATION IS KEY
We need all of the approaches to make this work and
build the platforms we need to do this

COLLABORATIVE APPROACHES

Research Design
Delivery
Strategy
Coaching Events
Our services have
been designed to
focus on working with
organisations to create
services that work
Over the past 7 years we have
honed our experience into not only
providing service design expertise
but ensuring our processes take
organisations on the journey with
us and build design capacity across
their business

Google Fellowship
Personal Democracy
Forum - 2011
Young Scot
Enterprise Award-
2011
Finalist Lighthouse
Design for Impact
Award - 2014
Winner of Design Council
Working Well Challenge
(2013)
Winner of the Mozilla +
TSB IC Education
award - 2013
Core 77 Design for
Social Impact
Award - 2015
NCTJ Award for Best
Multimedia Campaign
UK - 2014
GovKnow Award
for Social Justice -
2014
Winner of Scotland’s
ﬁrst Social Innovation
Camp - 2009

Can, and how can, the insights of
frontline workers inﬂuence systems
change

12 week programme deﬁning systems
from the participants perspective
Not our ‘systems design’
Starting with a fresh understanding of their place in the broader system
Looking at the power structures around them to designing and testing
ways to change things

SYSTEMS CHANGERS DIAGRAMS: CHARLOTTE
Q1) Schools Children’s centres
Nursery’s
Nursery
YOT
Police
crisis Probation
Voluntary
CPN
Drug and alcohol treatment Health
Housing
Midwifes Health Visitor
Children’s Social Care
CPN
Community fostering
Family support worker GPS
By Charlotte hunter
Changing Lives – Family Support worker
Ridley Villas
Families
2
4
A C D
1
B
3
6
5

Individual change and organisational change
Asking questions and doing organisational ethnography
by front line workers
Systems Change at the frontline

THE SYSTEM
NEW AREAS IN WHICH FRONTLINE WORKERS HAVE A
DISTINCT OFFER FOR SYSTEMS CHANGE
“ I’m motivated like they are [government people] - but I’m doing
it from a diﬀerent angle.”
Systems change can’t be done with a project-based approach -
what’s required is to build R&D capacity and mobilise
movements of civil servants, practitioners and ordinary people.
Within that, FW have an important role because they bring a
diﬀerent type of power. If FW link up across organisations at the
frontline, they bring a lateral networked power.

OUR OPPORTUNITIES FOR BAKING
DESIGN INTO THE PUBLIC REALM
Where do we have opportunity to make this work?

DESIGN IS THE GLUE
The mindset, approach, principles and skills can bring
multiple perspectives and evidence to the table to make
things work

EMBEDDING DESIGN
Into every part of the organisation and into the training
of staﬀ at all levels, and inside the organisation from on
boarding to meetings. Create space for service design
to ﬂourish.

WORK LIVE
No more big reports, no more processs for the sake of
process.
Open up our projects and knowledge as we go

DIGITAL TRANSFORMATION
Ensuring we look end to end, put people ﬁrst and
consider multi-channel services, not just digital

WE HAVE LEADERS
Cat and colleagues are ferociously pushing this forward,
we all need to support this mission collectively to ensure
we have the skills and capacity to do this

A CONNECTION BACK TO DELIVERY
In 2012 Joseph Rowntree Foundation identiﬁed that
involving frontline staﬀ from care services in the co-
design of services increased job satisfaction

CO-PRODUCTION
This is a genuine chance to build and take a system wide
approach to Co-production and build on the work of the
Christie Commission

NEW AND IMPROVED
Lets look at improving what we’ve got and developing
new services

DESIGN LED CONSULTATION
Lets reverse the model and hack consultation and push
bottom up towards policy to make it more open

MAKE DESIGN THE DNA OF OUR
ORGANISATIONS
Internal and external focus on our people
‘FIX THE BROKEN WINDOWS’
@BENHOLLIDAY

KEY CONSIDERATIONS
What do we, as early adopters need to deliver on

LINK UP WITH POLICY
Help the strategy unit and policy makers to create more
open policy that design can support

DELIVER CHANGE
We need to focus on delivering service improvements
and highlighting these, small and large
Process is not enough

FRAME THE RIGHT PROBLEMS
Focus on designing for the right problem or opportunity

MICRO ANALYSIS
Detail is important, we need to move from ideas into
implementing change and really getting to the detail of
how things work

MICRO ANALYSIS
Detail how the thing works, end to end and with the
systems that make the organisation work

MOVE BEYOND THE TOOLS
Apply empathy, openness, curiosity, ﬁnd out what
doesn’t work and what we need.
Use the basic tools as facilitative tools to bring people
on board.

SCOTTISH BUSINESS PLEDGE
‘The continuous development of products and services’
Micro change is as important as macro innovation
Lets redeﬁne the ‘new’ of innovation

CODIFY OUR APPROACH
Lets make it accessible and help people understand the
various starting points and application of design, and a
consistent language

TRAINING
Basics matter, principles matter.
Scale up a joint training programme for the Scottish
Public Sector

TRAINING FOR IMPACT
“We have a new Children’s eye screening project being piloted at the moment in 5 local primary
schools which grew out of one of the Snook sessions you led. We’ve been working with an
educational consultant to develop the concept that was originally the superhero themed session
– we still have the photo of you in your cape. – this will reach 4,500 children a year and will be
responsible for preventing sight loss in 105 children a year – which is a pretty cool outcome!”

NEW SUITE OF SERVICE DESIGNERS
WHO UNDERSTAND DATA/INTERNET
Skill up our Service Designers who are professionally
training to understand the fundamentals of building
digital services

PRODUCTS THAT SUPPORT THE
EMBEDDING OF SERVICE DESIGN
APPROACH
GDS Performance platform as exemplar

SKILL UP OUR PUBLIC SECTOR TO
UNDERSTAND DIGITAL
We really need to develop this capacity to understand
what services can be designed using data and by being
digital

BETTER PROCUREMENT AND
COMMISSIONING OF DESIGN
Support the sector and make partnerships but make sure
they work with you not at you

DEMOCRATIC RENEWAL
Fundamental belief that Service Design, and more
largely design is an inclusive process for all
Lets make sure we design the models that keep it that
way in Scotland

OUR OLD 2009 POSTER

“BOTH DIY PRODUCTION AND OPEN DESIGN
EMPOWER THE USER BY PUTTING PROFESSIONAL
TOOLS IN THE HANDS OF THE MASSES”
- Tommi Latio (Open Design)

“A RAT RACE IS FOR RATS. WE’RE NOT RATS. WE’RE
HUMAN BEINGS”
- Jimmy Reid

“We can choose comfort or courage, I
chose courage”
Chris (Petrus)

THANKS!
WEARESNOOK.COM
SARAH@WEARESNOOK.COM
@RUFFLEMUFFIN
@WEARESNOOK

Scottish Approach to Service Design: Where next?

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