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Martin JordanLead Service DesignerGovernment Digital Service@Martin_Jordan
Designingfor a bettercitizen experience
The Government Digital Serviceis part of the Cabinet Office. Our job is digital transformationof government.
GDS@Martin_Jordan
GDS@Martin_Jordan
The best startup in Europe we can’t invest in”
– Saul Klein, Partner at Index Ventures about GDS in The Guardian
GDS@Martin_Jordan
“
GDS@Martin_Jordan
We’re a centre of excellence in digital, technology and data, collaborating with departments to help them with their own transformation.
GDS@Martin_Jordan
GDS@Martin_Jordan
We work with them to build platforms, standards, and digital services.
GDS@Martin_Jordan
GDS@Martin_Jordan
We always start with user needs.We are agile. We work to a set of Design Principles that guide us in everything we do.
GDS@Martin_Jordan
GDS@Martin_Jordan
Martha Lane-Fox Francis MaudeMarthaLaneFox
FrancisMaude
GDS@Martin_Jordan
Revolution not evolution”
GDS@Martin_Jordan
“
There has been a reinvention of the Internet and the behaviour of users in the last few years. Digital services are now more agile, open and cheaper. To take advantage of these changes, government needs to move to a ‘service culture’, putting the needs of citizens ahead of those of departments. ”
GDS@Martin_Jordan
“
GDS@Martin_Jordan
1. Create GDS 2. Fix publishing 3. Fix transactions 4. Go wholesale
GDS@Martin_Jordan
1. Create GDS 2. Fix publishing 3. Fix transactions4. Go wholesale
What do we meanby service?
Digital services, not websites
GDS@Martin_Jordan
A service is something that helps someoneto do something
GDS@Martin_Jordan
Most of government is mostly service designmost of the time”
– Matt Edgar
GDS@Martin_Jordan
“
80% of the cost of government is spent on services
GDS@Martin_Jordan
Hence, we have a different take on service design than the private sector might have
GDS@Martin_Jordan
The deliverable is not a blueprint, the deliverable is the service itself
GDS@Martin_Jordan
No arguing with people who sell concepts,but people who are building the thing
And listening to those using it
GDS@Martin_Jordan
The challenge is to meet the demand in government, not to sell it in”
– Francis Maude, Minister for the Cabinet Office
GDS@Martin_Jordan
“
Designers code, consider the business case and dig into policy.
GDS@Martin_Jordan
Who is designing what?
Illustrated with a public service example
GDS@Martin_Jordan
(Not a GDS project)
GDS@Martin_Jordan
Service
GDS@Martin_Jordan
Designers at GDS:Graphic designers Interaction designers Content designers Service designers
GDS@Martin_Jordan
Graphicdesign
GDS@Martin_Jordan
Graphic designer:How to communicate the thingso people get it?
GDS@Martin_Jordan
Interactiondesign
GDS@Martin_Jordan
Interaction designer:How does the thing behaveso people can use it?
GDS@Martin_Jordan
Contentdesign
GDS@Martin_Jordan
Content designer:What does the thing sayso people will understand it?
GDS@Martin_Jordan
Servicedesign
GDS@Martin_Jordan
Service designer:What is the thing people might needin order to achieve their goal?
GDS@Martin_Jordan
Service backends
GDS@Martin_Jordan
On another note:Products and services
GDS@Martin_Jordan
Product
GDS@Martin_Jordan
Product features
GDS@Martin_Jordan
Design for good user experience is a team effort – with many influencing factors out of reach
GDS@Martin_Jordan
Userexperience
GDS@Martin_Jordan
GDS@Martin_Jordan
More on the different types of design in Government: http://designnotes.blog.gov.uk/2016/04/22/the-different-types-of-design-in-government
GDS@Martin_Jordan
How do we work?
GDS@Martin_Jordan
GDS@Martin_Jordan
GDS@Martin_Jordan
GDS@Martin_Jordan
GDS@Martin_Jordan
Eg Register to vote Book prison visit View driving licence Find an apprenticeship…
GDS@Martin_Jordan
Digital public services that are so good, people prefer to use them
GDS@Martin_Jordan
GDS@Martin_Jordan
GDS@Martin_Jordan
GDS@Martin_Jordan
GDS@Martin_Jordan
Pareto principle doesn’t (really) apply in gov
GDS@Martin_Jordan
We have to serve and design for 100% of the people – so we have to make sure accessibility is baked in
GDS@Martin_Jordan
GDS@Martin_Jordan
What’s next?
Service design is the next challengein government
GDS@Martin_Jordan
GDS@Martin_Jordan
GDS@Martin_Jordan
GDS@Martin_Jordan
GDS@Martin_Jordan
Meanwhileelsewhere
What is your experience with digital public services in your country?
GDS@Martin_Jordan
GDS@Martin_Jordan
GDS
The vision of e-government is to enable information and communication processes, and transactions between politics, administration, citizens and businesses at any place, any time and through any medium – and to be fast, simple, safe and cheap.” – Digitale Agenda 2020, German government
@Martin_Jordan
“
Who likes to giveit a try?
Exercise
GDS@Martin_Jordan
GDS@Martin_Jordan
Map the ideal flow for one of the following transactional services:• Check penalty points as a driver• Renew passport• Get fishing licence • Check child benefits
GDS@Martin_Jordan
GDS@Martin_Jordan
Before
Ideal citizen journey
During› › After
Check penalty points as a driver
Renew passport
Get fishing licence
Check child benefitsX
Wrap-up
1. Put users first – at all times, all together 2. Be as open as possible, it makes things better 3. Do the hard work to make it simple
GDS@Martin_Jordan
GDS@Martin_Jordan
Thanks!Martin Jordan@Martin_Jordan