Assisted Digital
The East Riding Approach
Amanda WildeEast Riding of Yorkshire Council
Really Useful Day
2 December 2014
Why is it important?
Why is it important?
Online behaviours
76% Adults in Great Britain accessed the Internet every day, that’s 21 million more than in 2006.
Why is it important?
Online behaviours
58% Internet usage via mobile device. That’s more that doubled since 2010
Why is it important?
Online behaviours
74% Adults who bought goods or services online.That’s up from 53% in 2008.
Why is it important?
Online behaviours
84% Households with Internet access in 2014. That’s up from 57% in 2006.
Why is it important?
Going mobile
Advances in the portabilityand range of internetenabled devices
Mobile Scope
Why is it important?
Going mobile
There are over 60 million mobile phones in use in the UK. 7 out of 10 people own a
smartphone
1 in 4
adults in the UK havenever used the internet
But!
The East Riding
- 1,000 square miles- Population 338,700 across 171towns / villages - Half population live in rural communities- High inward migration- 21% over 65 years old, (30% over 50)- Outward migration of younger people- Low ethnicity – 4.9%-Affluent but some pockets of high
deprivation
Why is it important?
Why is it important?
Age UK research
Bottom five areas for internet use amongst people aged 65 and over:
People 65+ offline People 65+ online
Tyne and Wear % within area 72.3% 27.7%
West Yorkshire % within area 70.3% 29.7%
Cumbria % within area 69.8% 30.2%
South Yorkshire % within area 68.7% 31.3%
Hull and East Riding % within area 68.5% 31.5%
Why is it important?
(13%) households in East Riding do not have access to the internet (Javelin, Acxiom 2012)
(22.5%) in the East Riding are of pensionable age
Nationally, 33% of disabled users and 70% of over 75 users have never used the internet
Why is it important?
Why is it important?
The drive to digital first• Opportunities to meet customer demand whilst
reducing costs
• Provide targeted and tailored support for those most in need.
• Social, and financial benefits of the digital age for residents and businesses
• Transforming East Riding, £92m saved, £60m over next 5 years
Our Approach
• Gap analysis• Understanding needs• Skills• Connectivity• Challenges• Opportunities
Who to involve?
Our Approach
For the workforce, residents,
customers and businesses
Skills
Access Awareness
Support
building confidence and trust
Our Approach
Our Approach
Understanding Customer Needs
“I want to learn but I don’t want to make a fool of myself and embarrass myself”
“Well I’ve survived
this long without it,
so I don’t see why I
would ever need it
in the future”
Our ApproachUnderstanding Customer Needs
“Why should I do
it? I have someone
who can do it for
me. She’s a wizard,
it would take me
all day to do it
myself”
Our ApproachUnderstanding Customer Needs
Our ApproachUnderstanding all needs
• Hearing impaired• Sight impaired• Physically disabled• English as an Additional Language• speakers/readers• Autistic• Travellers (possibly disengaged and/or
illiterate)• Learning difficulties
Our ApproachCustomer Insight – using all the data
Service users split into 4 categories:
Least likely internet user
Unlikely to be internet user – not preferred
Likely to be internet user – not preferred
Internet preferred
What are we doing?
Website and usability
What are we doing?
Website and usability
Our users need to trust the content and find what they want easily
Designing digital services around the user
Mobile device user
Colour-blind user
Disabled userDigital native user young user over-65
user
What are we doing?
Community Hubs
What are we doing?
Community Hubs
E-enablement Project
How could the iPads project help?
Making a positive difference to lives
Researching family
Family connectivity –
across the globe
Online shopping
PhotosUsing facebook
- to keep updated on the family activities
Supporting healthy eating and exercises
Process and Training
Barmby Moor Tablet training session
http://barmbymoorboot-it.co.uk/
E ENABLING CASE STUDIES
E ENABLING CASE STUDIES
The impact and
effectiveness of the iPad
on individual older people
can be best brought to life
through their individual
experiences. From these
case studies some positive
conclusions can be drawn.
E ENABLING CASE STUDIES
E ENABLING CASE STUDIES
Mr A70’s
Stroke
sufferer
6 month user
Enjoys games and trying
new things out
Does crosswords and reads
the daily papers
“The iPad has
definitely helped
keep my mind
active”
E ENABLING CASE STUDIES
E ENABLING CASE STUDIES
Mrs L70’sStroke
sufferer
Never used a
keyboard
Using a special pen she is now
able to handwrite letters which
are converted to text…
…she can then email them to
her son who lives abroad
“Although I’m very
willing, I find the tablet
hard to use and
receive additional
support from my
speech therapist”
E ENABLING CASE STUDIES
E ENABLING CASE STUDIES
Mr S70’s
Carer for his
wife
Has slowly
Built up his
skillsWith help from his son he has
used online shopping and now
is able to do the supermarket
shop
He uses facetime to talk with
his family
E ENABLING CASE STUDIES
E ENABLING CASE STUDIES
Mrs B80’s
She has used the tablet for
watercolouring
“This is a new interest
for me and I enjoy it”
Uses facebook to keep an eye
of different members of her
family
What Has Worked?
• Developing understanding of customer needs• Corporate approach• Collaboration• Communication and listening – staff and
customers• Designing self-service around the user• GDS approach
What Hasn’t?
• Being too ambitious – having a realistic plan• Trying to tackle everything at once• Connectivity – continuing issue• Confidence and trust – ongoing journey• Expectation around levels of support
Lessons Learned
Practical tips
• Organisation wide approach• Having a realistic plan• Importance of usable and accessible digital
services• Staff skills and training• Knowing your customers• It’s not a quick fix• Designing usable and accessible online services
is key
Lessons Learned
Are we there yet?
Right Marge, I’ve paid my
council tax. But is it secure?
Oh yes Edith,
looks to me like its
using a secure
socket layer with
TrueCrypt
algorithms, over
https.