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Lessons we’ve learnt in
designing digital services
Katherine Church
Digital Strategy Director
The promises and the reality
2
0 10 20 30 40 50
Don't Know
No Preference
Exclusively Offline
Mostly offline, but would go online for…
An equal amount of both online and offline
Mostly online, but would rather go offline…
Exclusively Online
3
The reality of take up of digital public services
88% are
explicitly open
to online service
65% have used
one or more online
service in 2013
61
54
44 43
35
39
46
56 57
65
30
35
40
45
50
55
60
65
70
2005 2007 2009 2011 2013
% o
f c
urr
en
t u
se
rs
Year
Use of Online Government Services by Year (QC33)
None
One or More
Oxis current users: 2005 N=1,309; 2007 N=1,578; 2009 N=1,401; 2011 N=1,498; 2013 N=2,083
Why is it so hard?
4
Components of our approach to digital transformation
1 2 3 4 5
Digital
Enablers
Technology
infrastructure
and
components to
deliver the
digital services
Digital Goals
• Objectives
• Goals
• Targets
• Timelines
Digital
Hothouse
• Lining the
organisation
up behind
the delivery
of the digital
goals
Service design
methodology
• Data analytics
• Primary research
• Customer
segmentation
• Social monitoring
• Customer journey
mapping
• Agile prototyping
• Behavioural
economics
• Systems thinking
Robust
governance
Programme
governance with
teeth and
consequences
Listen Create Deliver
5
Example 1
Major London unitary authority
Significant cost
reduction in £ customer services
Improved user
satisfaction
48% reduction in
voice contact by
2016
4-Month process to
redesign the
multichannel service
centred on a new
digital ‘My Account’
facility
Integration of service
lines to main council
website
6
Data analytics and primary research Creating representative personas
Gain Insights
Grasp
Innovation
Understand
the requirement
Prioritise the opportunities
Gauge
Strategy
Design the experience
Test the solution
Build the service
Listen Create Deliver
7
Collaborative service re-design Prototyping and agile development
Gain Insights
Grasp
Innovation
Understand
the requirement
Prioritise the opportunities
Gauge
Strategy
Design the experience
Test the solution
Build the service
Listen Create Deliver
8
Example 2
Capita and Telefonica
9
Partnership
working to create
digital relationshipsOutcomes based
contracting
Comprehensive
digital strategy
Balanced of
customer, cost and
revenue outcomes
…to build increasing digital relationships with customers
Capita and TEF working together…
Brand / Marketing
campaigns
Calls to digital action
Invest in their digital
channels
Multi channel
optimisation
Deflect contact to digital
channels
Optimize voice and
assisted digital
channels
PUSH PULL
Proposition and
Messaging
Deflection
Initiatives to
Digital
Digital
Operation
Website
Mobile Apps
Stores
Social Media
Community Support
Voice
Web
Chat
10
The right channel for the right task for the right customer
A balances of outcomes
Digital
Strategy
Cost
Reduction
CSIRevenue
targets
11
Call reduction Self Serve Webchat
With significant cost savings underwritten by Capita
Brand / Marketing
campaigns
Calls to digital action
Invest in their digital
channels
Multi channel
optimisation
Deflect contact to digital
channels
Optimize voice and
assisted digital
channels
PUSH PULL
Business Intelligence and
Improvement
Business Outcomes
Digital Strategy contributes 50% of the identified
benefits
12
Productivity Offshoring Site rationalisation &
support
Migration to
webchat Call Reduction
Migration to
Self Serve
Voice reduction by
2023 Consumer -20% -30% -20%
Digital projects to
deliver
• new webchat engine
• Webchat through IVR
• Targeted rules and RFT in
webchat
• Multi channel optimisation
• Right First Time programme
within the contact centres
• Customer journey redesign to
deflect from voice to other
channels
• IVR automation programme
• Multi channel optimisation
•Influence design of digital
interfaces
•Co working with retained
channels
• Agent deflection
• IVR automation
Structure of the digital transformation programme to deliver the benefits
13
0
20000
40000
60000
80000
100000
120000
140000
160000
180000
Sim Swap Self Serve Network Returns & Repairs Payments Billing
Vo
lum
e o
f co
nta
cts
Design projects
14
Identifying the target service design projects
Gain Insights
Grasp
Innovation
Understand
the requirement
Prioritise the opportunities
Gauge
Strategy
Design the experience
Test the solution
Build the service
Listen Create Deliver
Systems
Thinking
Lean Six
Sigma
…multi disciplinary O2/Capita design teams to redesign sales and
service across the channels
Creating a service design methodology…
15
Getting the right skills around you
Financial
modeller
Models the
financial
viability of your
concepts and
changes
Data and
insight
analyst
Lends deep
quantitative
data to your
insights,
ideas and
prototypes
Service
designer
Understands
user
perspectives
and designs
better
experiences for
them
Multichannel
technologist
Marries your
new solution
into existing
and new
platforms
Solution
architect
Binds people,
process,
technology and
infrastructure
into operational
solutions
Business
analyst
Engineers the
detail of each
concept and
change
16
Operational
reps
Representing
all the channels
in the
ecosystem to
create an
integrated
solution
17
Embedding and governing the change as part of the
transformation programme
Joint Customer Experience Steering Group
Sales & Service Customer Experience Team Joint contact strategy working group
Digital Enabler Projects
Channel Optimisation
E-Gain
multi channel
IVR Business
website
E-Gain
webchat
Telephony Unified
desktop
Business Improvement Projects
Task Optimisation
Returns &
Repairs
Self Serve Process
automation
Sim Swap
Billing RefreshJoint TEF
Capita
Capita led
TEF led
Rewards &
Recognition
18
People and culture changes
More
complex calls
Fear of
changeNew
Multi-channel skills
25th
In my
interest?
Today: citizens as co creators as well as consumers of digital services
Citizens as digital assets – some thoughts for future service design
Tomorrow: citizens as digital assets, co producing and delivering services to
citizens as part of public services ecosystems
Google helpouts with clear applications for
remote service delivery and volunteering in the
delivery of public services
19
Lessons we’ve learnt in
designing digital services Katherine Church
Digital Strategy Director
