Innovation presentation 20th mar - middleton house

STRATEGIC TRANSFORMATION

Hello, We Are Sigma.

SHAUN GOMMAccount ManagerSigma UK

CHRIS BUSHHead of User ExperienceSigma UK

JUSTIN DARLEYHead of Training and Content ServicesSigma UK

Themes• Empowering people

• Advice and advocacy• Recruiting volunteers• Efficiency within the organisation• Funding

Application through user journeys• Innovation through delivery• PET theory introduction• User types• Walkthrough of stories and examples of digital innovation• Bureaux and Corporate needs

TODAY IS A CONVERSATION

Providing advice• Tailored advice. • Channel independence.• Decision-support tools (currently include budgeting, energy bills, etc.). • One-to-many, experiential, advice.

Advocacy• Mobilisation of groups of people to promote change.

• Dedicated tools.• Creating communities.• Provision of data to promote awareness (local, regional, national).

• Promotion of change based on credible evidence across all interactions.

EMPOWERING PEOPLE

Recruiting volunteers• Increase user engagement• Identify most engaged users• Build relationships• Transition to volunteers and beyond

Recruiting campaigners• Led by corporate but not owned• Form communities of interest • Promote online and offline engagement• Support and nurture knowledge transfer (Corporation <-> Bureaux <-> Public) • Facilitate action • Promote successes from the communities (Social proof)

RECRUITING VOLUNTEERS

Improving efficiency• Improved tools • Improved knowledge sharing• Peer to peer advice• Increased levels of public engagement and mobilisation• Regular opportunities for self diagnosis, support and improvement

ORGANISATIONAL EFFICIENCY

INNOVATION &ITERATIVE DELIVERY

GOV.UK

GOV.UK (AGILE MEETS UX)

GOV.UK (AGILE MEETS UX)

Futureambassadors

Earlyadopters

Happy users

PET THEORYA series of principles pioneered/developed by Human Factors Inc. to help support the developing information eco-system

• Persuasion Principles used to encourage or discourage a user’s behaviour during a process

• Emotion

Principles used to encourage an emotional response during a process such as achievement, empathy or surprise

• TrustPrinciples used to establish confidence during a process, for example demonstrating security and credibility

› SEOAbility to find your site

USABILITYcomplete the task efficiently

PET THEORY motivation to complete the task

› SEOAbility to find your site

USABILITYcomplete the task efficiently

PET THEORY motivation to complete the task

“Can do” “Will do”Encourage,Motivate,Constrain

Usability An easy to use door

Persuasion A door you’re motivated to enter

APPLICATION THROUGH USER JOURNEYS

USER TYPES

PassiveInformation consumer

EngagedInformation producer

ActiveCampaigner

USER TYPES

PassiveInformation consumer

EngagedInformation producer

ActiveCampaigner

SeeksAdvice

Passive user

SearchesViews page

Views more pages Profile identified Content tailoredDiagnosis tool

Redundancy

Keep on top of your money.

Use the budget planner

SeeksAdvice

Passive user

SearchesViews page

Views more pages Profile identified Content tailoredDiagnosis tool

Recommend articles

SeeksAdvice

Passive user

SearchesViews page

Views more pages Profile identified Content tailoredDiagnosis tool

Redundancy communities

Help with redundancy pay,John - updated 6hrs ago

Example topic nameJohn - updated 1hrs ago

More forums

SeeksAdvice

Passive user

SearchesViews page

Views more pages Profile identified Content tailoredDiagnosis tool

Redundancy

Work

Benefits

Housing

Mortgage

Rent

Creditors

Money

Debtors

Education

Skills

Re-training

SeeksAdvice

Passive user

SearchesViews page

Views more pages Profile identified Content tailoredDiagnosis tool

Pages

Tags

Redundancy

Work

Benefits

Housing

Mortgage

Rent

Creditors

Debtors

Money

Education

Skills

Re-training

SeeksAdvice

Passive user

SearchesViews page

Views more pages Profile identified Content tailoredDiagnosis tool

Pages

Tags

Redundancy

Housing

Money

Re-training

Redundancy

+I.P Location

Manchester

SeeksAdvice

Passive user

SearchesViews page

Views more pages Profile identified Content tailoredDiagnosis tool

Location Info

Speak to anAdviser0845 457457

Community content

Pages you have viewed

Location info

Profile based description

Top-linksBased on profile

Pages you have viewed

SeeksAdvice

Passive user

SearchesViews page

Views more pages Profile identified Content tailoredDiagnosis tool

Location Info

Speak to anAdviser0845 457457

Community content

Pages you have viewed

Location info

Profile based description

Top-linksBased on profile

Pages you have viewed

SeeksAdvice

Passive user

SearchesViews page

Views more pages Profile identified Content tailoredDiagnosis tool

SeeksAdvice

Passive user

SearchesViews page

Views more pages Profile identified Content tailoredDiagnosis tool

> Dealing with urgent debts

> Budgeting

> Mortgages

> Redundancy

> Debt relief orders

View all

Pages you have viewed

We can help you better

Sign up now

• Get personalised advice

• Ask questions in our forums

• Campaign on important issues

Location Info

Speak to anAdviser0845 457457

Community content

Pages you have viewed

Location info

Profile based description

Top-linksBased on profile

Pages you have viewed

SeeksAdvice

Passive user

SearchesViews page

Views more pages Profile identified Content tailoredDiagnosis tool

SeeksAdvice

Passive user

SearchesViews page

Views more pages Profile identified Content tailoredDiagnosis tool

Calls from web, publication etc.

can all be monitored separately

Website

Image: ResponseTap.com

USER TYPES

PassiveInformation consumer

EngagedInformation producer

ActiveCampaigner

Local environment communities

Starting a neighbourhood watchJohn - updated 6hrs ago

Example topic nameJustin- updated 1hrs ago

incidents near Manchester(Not in Manchester?)

Report a new incident

1. Fly tipping10 people are trying to change this

Join them

Viewscontent

Engaged user

Visitscommunity

Joins communityand asks question Gets answer

Answersquestion

Viewscontent

Engaged user

Visitscommunity

Joins communityand asks question Gets answer

Answersquestion

Peer to peer

advice

Browsing and

activityhistory

‘Liked’pages and

groups

Online and

offlineevents

Getting started content

Profilespecific alerts

Wish list

Viewscontent

Engaged user

Visitscommunity

Joins communityand asks question Gets answer

Answersquestion

Ask a question

Viewscontent

Engaged user

Visitscommunity

Joins communityand asks question Gets answer

Answersquestion

Viewscontent

Engaged user

Visitscommunity

Joins communityand asks question Gets answer

Answersquestion

Viewscontent

Engaged user

Visitscommunity

Joins communityand asks question Gets answer

Answersquestion

Feeds back into group based on

experiences

USER TYPES

PassiveInformation consumer

EngagedInformation producer

ActiveCampaigner

Engaged user

Visitscommunity

Active user

Discussesissues

Individualaction

Groupaction

Engaged byCitizens Advice

Joins as volunteer

Local environment communitiesincidents near Manchester(Not in Manchester?)

Report a new incident

Fly tipping10 people are trying to change this

Join them

Another issue30 people are trying to change this

Join them

Loan sharks30 people are trying to change this

Join them

Visitscommunity

Active user

Discussesissues

Individualaction

Groupaction

Engaged byCitizens Advice

Joins as volunteer

Local environment communitiesincidents near Manchester(Not in Manchester?)

Report a new incident

Fly tipping10 people are trying to change this

Join them

Another issue30 people are trying to change this

Join them

Loan sharks30 people are trying to change this

Join them

Visitscommunity

Active user

Discussesissues

Individualaction

Groupaction

Engaged byCitizens Advice

Joins as volunteer

Visitscommunity

Active user

Discussesissues

Individualaction

Groupaction

Engaged byCitizens Advice

Joins as volunteer

Visitscommunity

Active user

Discussesissues

Individualaction

Groupaction

Engaged byCitizens Advice

Joins as volunteer

MEANWHILEAT A BUREAU…

Visitscommunity

Active user

Discussesissues

Engaged byCitizens Advice

Joins as volunteers

Individualaction

Groupaction

Photo: Citizens Advice Shropshire

Bureauxsees

an increase in similar issues

Visitscommunity

Active user

Discussesissues

Engaged byCitizens Advice

Joins as volunteers

Individualaction

Groupaction

Reaches out to specialist internal

communities to improve

advice giving

Visitscommunity

Active user

Discussesissues

Individualaction

Groupaction

Engaged byCitizens Advice

Joins as volunteers

“Has anyone seen this problem before?”

Visitscommunity

Active user

Discussesissues

Individualaction

Groupaction

Engaged byCitizens Advice

Joins as volunteers

“Yes, there are a few people trying to

achieve the same goal on the

community portal”

Visitscommunity

Active user

Discussesissues

Engaged byCitizens Advice

Joins as volunteers

Individualaction

Groupaction

Guides members of public to the

online communities

Reaches out to specialist internal

communities to improve

advice giving

Visitscommunity

Active user

Discussesissues

Individualaction

Groupaction

Engaged byCitizens Advice

Joins as volunteers

Assists with group

mobilisation

Photo: Citizens Advice Shropshire

Visitscommunity

Active user

Discussesissues

Individualaction

Groupaction

Engaged byCitizens Advice

Joins as volunteers

Invites groups leaders assist

with campaigning

Photo: Citizens Advice Shropshire

Visitscommunity

Active user

Discussesissues

Individualaction

Groupaction

Engaged byCitizens Advice

Joins as volunteers

Join as volunteers

USER TYPES

PassiveInformation consumer

EngagedInformation producer

ActiveCampaigner

CORPORATE

Better visibility of bureaux and public activities

Less reliance on email

Better knowledge

sharing and networking

Better document

sharing

• Good communities need:

• Focus• Leadership• Governance• Flexibility

• To be a central and trusted resources

Conclusion

wearesigma.com

Thank you

@WeAreSigma