Going beyond the screen - putting people first

SARAH DRUMMONDFounder

[email protected]

PUTTING PEOPLE FIRST - GOING BEYOND THE SCREEN

EMMA PARNELLService Designer

[email protected]

mailto:[email protected]

mailto:[email protected]?subject=

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How do you stop a dead badger showing up on the council front desk?

| DESIGNING FOR USER NEEDS

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More on the badger later…


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Service Design by putting people first


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| ABOUT US

We are an award winning design agency based in Glasgow & London, helping organisations produce great services by putting people first

| ABOUT US

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A multidisciplinary team of designers, researchers, strategists and technologists working together to design products and services

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We’re on a mission to make services better everywhere


Front to back, back to front, inside and outside the organisation


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| HOW WE THINK

We explore business processes in alignment with what people experience

FRONT STAGE

BACK STAGE

Every touchpoint and interaction on every channel


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We’re grounded by user research


| THINKING

Joined up channels Customer centred End-to-end experience

How we think about customer experience

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RESEARCH DESIGN

DELIVERY

STRATEGY

COACHING EVENTS

| OUR SERVICES

Our services are designed to focus on working with organisations to create services that work

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A few trends we’ve noticed…


We are SnookPeople by Default Sarah Drummond

Digital transformation and there’s an app for that

The touchpoint has grabbed our design attention. User experience has focused solely on how something looks and cramming in product features


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Digital is nota panacea for fixing problems



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


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

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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


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There’s an upside …


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Use your website as a vehicle to ask questions about the end to end service

* Macguffin


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Design

DigitalOrg

Capability


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Design is the process that supports you to put people first and safely test end to end services when going digital


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| ABOUT US

DISCOVER DEFINE DEVELOP DELIVER REFLECT

4 stages ofthe design process


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Discovery

Getting out from behind the desk and discovering user and staff needs.

| DISCOVERY

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Understand behaviour to identify needs

| DISCOVERY

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Ethnographic research with housing associations -spending time on the ground

| DISCOVERY

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Her own home in a nice quiet location, present satisfaction is high but

can you see the future through a customer survey?

| DISCOVERY

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Tick the boxes and provide a lunch group but is this really what

people need? Is food provision the real problem?

| DISCOVERY

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Understand how digital can support the end-to-end journey

| DISCOVERY

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| DISCOVERY

Designing a digital care management service

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Weaving digital intoa people delivered service. Every

touchpoint matters if you’re goingto build trust.

| DISCOVERY

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| DEFINE

Define

Clarifying what needs to be built and the boundaries in which to do so

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Design possible solutions together

| DEFINE

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Product specificationfor a social investment wholesaler

| DEFINE

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| DEFINE

Frame and shape the specification based on research findings…

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…then develop thedetails side by sidewith users.

| DEFINE

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And capture this detail with use case cards. “As a ____I need to _____

So that I can _____”

| DEFINE

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| DEVELOP

Develop

Building concepts and prototypes big and small to test before scaling

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A prototype is not a solution, it’s a wayof asking questions

| DEVELOP

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| DEVELOP

User research and testing of Glasgow Council’s website

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Quickly bring solutions to life, develop and don’t be afraid to pivot the

approach based on what you find…

| DEVELOP

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“It needs an explanation what

council tax is. It’s implying

that you’ve clicked on that

and you know exactly why

you are there.”

…like re-designing content and building

content frameworks

| DEVELOP

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| DELIVER

Deliver

Building the strategy and communicating the multi-channel solution to the right people

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Ideas are justthat, unless youimplement them

| DELIVER

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| DELIVER

Mapping theend-to-end service of an accreditation body

ONLINE

PAPER

Client receives information pack

Client meets BDM

Client receives application form

Client receives email with forms and guidance

Client emails draft to BDM for comment

Client receives email with information pdfs

BDM provides feedback on client’s draft via email

APPROVAL PROCESS

Client considers an alternative qualification provider

Client makes 1st contact with SQA

Client has phone conversation with BDM

Client conducts search for qualification provider

Client finds information about SQA

Client makes email enquiry to SQA

Client receives information pack from Bus Dev

Client picks up SQA leaflet at conference or trade fair

INTERNATIONAL TEAM

International partners build up list of potential clients

International partner makes contact with client

Bus Dev team make

BDM visits companies

BDM makes initial call to

Bus Dev team discuss

BDM receives client inquiry

BDM starts pre-approval

BDM sends the massive

BDM follows up with offer

BDM sends info pack

BDM visits client

BDM may check client

BDM assesses goal

BACKSTAGE

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123% Increase in unique page viewsfor their centre approval information, widening their pipeline of customersin this process

| DELIVER

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| ABOUT US

5 key principles


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| PRINCIPLES

1.Research incontext will provide insights that surveys and focus groups can’t

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| PRINCIPLES

2. Your users are end and ‘end-end’ users. They are everyone involved in the service

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| PRINCIPLES

3. There’s not always an app for that. Think service first then channel of delivery

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| PRINCIPLES

4. See the bigpicture, see the details. When designing - hold the space between macro and micro

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| PRINCIPLES

5. Language is important, content matters. From the name of your service to how you explain services

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Firmstep set you up to be in control of your service design. So take advantage of that.


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Design

DigitalOrg

Capability


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wearesnook.com @wearesnook

* We harm no badgers in the making of great public services

http://wearesnook.com

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Customer Journey Mapping


Design for Services Service Design

Journey Mapping

Journey mapping allows us to document an experience

Do it retrospectively (analyse an experience)

Use it to communicate a new concept


Journey Mapping

We break down the core parts of the experience

Start macro to see the whole experience

Move to micro lens and focus in on a part of the process based on the challenges


Journey Mapping

Journey maps can highlight the emotional experience

• Start with the core interaction • Map either side of it, a service has a beginning, middle and end • Ask ‘what happened next?’ • Map the core touchpoints • Identify key stages (macro and then micro) • Map how the person felt • Map what they said about it • Draw an experience curve


Journey Mapping

Identify the pain points

• Where are the highs? • Where are the lows? • Are there specific points for change? • Is it a bigger macro issue? • Can we do something better upfront?

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Ugh Eurostar



| PRINCIPLES


| PRINCIPLES



| PRINCIPLES


Journey Mapping

Now it’s your turn!

• Say hello to the person next to you • Have a chat about services you’ve experienced recently • Select a example between you • Try to choose a lengthy and problematic example! • Journey map your experience using the templates in your packs