SERVICE DESIGN IN DIGITAL TRANSFORMATIONSteven Kyle – Transformation Programme Manager, Dundee City Council
TALKING POINTS
Dundee City of Design Academy
Engaging with citizens in Service Design
Using design thinking to redesign digital services
Driving digital innovation through collaboration
DUNDEE CITY OF DESIGN ACADEMY
…and what does it have to do with customer
insights?
What is the City of Design Academy…
What is the City of Design?
Dundee’s Future
The Waterfront ProjectAn international centre for digital mediaTackling social challenges through designA city with a great quality of lifeThe academic sectorThe V&A Museum of Design
SO WHERE DOES DUNDEE CITY COUNCIL FIT IN THAT FUTURE?
WHAT DO THE COUNCIL DO?
WE PROVIDE SERVICESLOTS OF SERVICESWHAT IS A SERVICE?IT IS AN EXPERIENCEWHAT DO YOU DO IF YOU HAVE A BAD EXPERIENCE?YOU LEARN FROM IT, YOU DON’T DO IT NEXT TIME OR YOU DO IT DIFFERENTLYWHAT DO WE NEED TO DO?WE NEED TO RE-DESIGN THE EXPERIENCEWE NEED TO RE-DESIGN THE SERVICEWE USE SERVICE DESIGN
SO SERVICE DESIGN IS…
Combining empathy, creativity and rationality to meet both user and business needs
SO BACK TO THE DESIGN ACADEMY – WHAT IS IT?
DUNDEE’S INTERPRETATION OF SERVICE DESIGN
WORKING WITH SERVICE DESIGN COMPANY OPEN CHANGE WE HAVE BUILT A STRUCTURED MODEL FOR DESIGNING
NEW OR RE-DESIGN EXISTING SERVICES
BASED AROUND CORE DESIGN THINKING TECHNIQUES AND THE DESIGN COUNCIL’S DOUBLE DIAMOND DESIGN
PROCESS
SOLUTIONPROBLEM THINKINGDESIGN
DEFINE
DELIVERDISC
OVER
DEVELO
P
DESIGN CHAMPIONS
WORKSHOPS
PEOPLE PROJECT METHODOLOGIES
DESIGN TOOLS
SOLUTIONPROBLEM THINKINGDESIGN
DEFINE
DELIVERDISC
OVER
DEVELO
P
DESIGN CHAMPIONS
WORKSHOPS
PEOPLE PROJECT METHODOLOGIES
DESIGN TOOLS
DESIGN THINKING LEAN SIX SIGMA
LEAN SIX SIGMA: YELLOW BELT TRAINING
DESIGN CHAMPIONS/STEP MENTORS
DUNDEE CITY OF DESIGN ACADEMY
DO
PLAN
CHECK
STEPDELIVERDEVELOPDEFINEDISCOVER
CON
TIN
UO
US
IMPR
OVE
MEN
T M
ODE
L
CHANGING FOR THE FUTURE PROGRAMMECOUNCIL WIDECHANGE PLAN
BENCHMARKINGPSIFPERFORMANCE MANAGEMENT
INTERNAL/EXTERNALDRIVERS OF CHANGE
INTERNAL/EXTERNALDRIVERS OF CHANGE
IMPROVEMENTSOLUTIONPROBLEM
OUR FIRST CITY OF DESIGN ACADEMY
LEADERSHIP CONFERENCE
CREATED NEW SERVICE PROPOSALS
IMPROVE ATTAINMENT THROUGH BETTER COMMUNICATION BETWEEN SCHOOLS AND PARENTS/CARERS
WORKSHOP 1
INTERVIEWS TO UNDERSTAND THE EXPERIENCES OF PUPILS, TEACHERS + PARENT/CARERS
PROBLEM DEFINITION
JOURNEY MAPPING
IDEATION
IDEATION
BLUEPRINTING
DELIVERY
https://dundeedesignacademy.wordpress.com/
DESIGN ACADEMY -WHAT WORKED WELL
LEADERSHIPBUY-IN
TOOLS + METHODS
DESIGN TOOLS HELP TAKE IDEAS FROM HERE HERE
School & Family Development WorkerSidlaw View Primary School
Principal Teacher of MusicMorgan Academy
Marlowe Simpson
Melissa CowanDESIGN CHAMPIONS
BACK TO CUSTOMER INSIGHTS…
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SO HOW DOES THIS FIT WITH INSIGHTS?
CUSTOMER INSIGHT = UNDERSTANDING HOW OUR CUSTOMERS AND HOW THEY INTERACT WITH US IN MORE DETAIL
WHERE DO WE GATHER THIS INSIGHT? Call data Website analytics Visitor numbers System statistics Metrics and PIs To name but a few…
DESIGN THINKING AND CUSTOMER INSIGHT
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WHAT DOES INSIGHT LOOK LIKE?
IT CAN TAKE MANY FORMS…
A LOT OF WHAT WE DO IN THE PUBLIC SECTOR LOOKS LIKE THIS:
WHAT DOES INSIGHT LOOK LIKE?
THIS IS USEFUL AND HAS IT’S PLACE…BUT DOES IT TELL US MUCH ABOUT THE CUSTOMER EXPERIENCE?DOES IT HELP SHAPE HOW WE DESIGN OUR SERVICES TO FIT THE CUSTOMER EXPERIENCE?
Interviews
Service safaris
Building personas
Workshops
DESIGN THINKING AND CUSTOMER INSIGHT
DATA CAN ALSO BE GATHERED USING SERVICE DESIGN TECHNIQUES:
POST-IT DATA
MAKE SENSE OF THEPOST-ITS
AFFINITY MAPPING
CUSTOMER JOURNEYMAPS
Simplifying things makes it easier to consume and draw insight
From post-it notes, some techniques and a few workshops, you can quickly get a sense of what is important for your customer
NEXT
You can quickly use a service blueprint to propose and discuss a new or changed service
SERVICE BLUEPRINT
Wouldn’t it be better to take a few days to create this rather than a few months to create a complex business case?
If there is merit in the proposal then we can work on it but lets find out fast!
START WITH THE CUSTOMER
IT STARTS WITH THECUSTOMER
VIABILITY FEASIBILITY
DESIRABILITY
BUSINESSCASE
TECHNOLOGY /PROCESS
SOLUTION – BUT MAKE SURE YOU
START WITH DESIRABILITY, NOT VIABILITY
OR FEASIBILITY
DESIGN THINKING AND DIGITAL TRANSFORAMTION
CHANNEL SHIFT PROJECT
WE ARE MIXING INSIGHT WITH SERVICERE-DESIGN
Launching a Customer Service Platform and new website Reviewing and re-designing all our customer facing
processesWith a dedicated service design team
Gather feedback
Establish performance vs baseline
Develop improvements
Build and release
IMPROVEMENTSOLUTION
CHECK
PLAN
PROBLEM
DO
THINKINGDESIGN
Discover as-is process
Data gathering
Baseline Information
Affinity Mapping
Confirm what’s
important / essential to:
Citizen
Council
DEFINE
Process MappingPersonas
Develop to-be process
Prototype process
Critical Tasks List
Fine tune & perfect process
Build new process
Release & promote
DELIVER
Service Blueprint Customer Journey MapService Blueprint
STEP
CHECK
PLAN
DO
DISCOVER DEVELOP
DRIVING DIGITAL INNOVATION THROUGH COLLABORATION
DUNDEEPKCANGUS
THE THREE LOCAL AUTHORITIES ARE COLLABORATING ON THE IMPLEMENTATION OF THE CSP
SHARING AS-IS AND TO-BE PROCESSSHARING FORMSSHARING RESOURCESSHARING INSIGHTSSHAIRING KNOWLEDGESHARING MISTAKESSHARING OPPORTUNITIES
SERVICE DESIGN IN DIGITAL TRANSFORMATIONSteven Kyle – Transformation Programme Manager, Dundee City Council
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