SERVICE DESIGN IN DIGITAL TRANSFORMATIONSteven Kyle – Transformation Programme Manager, Dundee City Council

@stevenkyle10steven.kyle@dundeecity.gov.uk

TALKING POINTS

Dundee City of Design Academy

Engaging with citizens in Service Design

Using design thinking to redesign digital services

Driving digital innovation through collaboration

DUNDEE CITY OF DESIGN ACADEMY

…and what does it have to do with customer

insights?

What is the City of Design Academy…

What is the City of Design?

Dundee’s Future

The Waterfront ProjectAn international centre for digital mediaTackling social challenges through designA city with a great quality of lifeThe academic sectorThe V&A Museum of Design

SO WHERE DOES DUNDEE CITY COUNCIL FIT IN THAT FUTURE?

WHAT DO THE COUNCIL DO?

WE PROVIDE SERVICESLOTS OF SERVICESWHAT IS A SERVICE?IT IS AN EXPERIENCEWHAT DO YOU DO IF YOU HAVE A BAD EXPERIENCE?YOU LEARN FROM IT, YOU DON’T DO IT NEXT TIME OR YOU DO IT DIFFERENTLYWHAT DO WE NEED TO DO?WE NEED TO RE-DESIGN THE EXPERIENCEWE NEED TO RE-DESIGN THE SERVICEWE USE SERVICE DESIGN

SO SERVICE DESIGN IS…

Combining empathy, creativity and rationality to meet both user and business needs

SO BACK TO THE DESIGN ACADEMY – WHAT IS IT?

DUNDEE’S INTERPRETATION OF SERVICE DESIGN

WORKING WITH SERVICE DESIGN COMPANY OPEN CHANGE WE HAVE BUILT A STRUCTURED MODEL FOR DESIGNING

NEW OR RE-DESIGN EXISTING SERVICES

BASED AROUND CORE DESIGN THINKING TECHNIQUES AND THE DESIGN COUNCIL’S DOUBLE DIAMOND DESIGN

PROCESS

SOLUTIONPROBLEM THINKINGDESIGN

DEFINE

DELIVERDISC

OVER

DEVELO

P

DESIGN CHAMPIONS

WORKSHOPS

PEOPLE PROJECT METHODOLOGIES

DESIGN TOOLS

SOLUTIONPROBLEM THINKINGDESIGN

DEFINE

DELIVERDISC

OVER

DEVELO

P

DESIGN CHAMPIONS

WORKSHOPS

PEOPLE PROJECT METHODOLOGIES

DESIGN TOOLS

DESIGN THINKING LEAN SIX SIGMA

LEAN SIX SIGMA: YELLOW BELT TRAINING

DESIGN CHAMPIONS/STEP MENTORS

DUNDEE CITY OF DESIGN ACADEMY

DO

PLAN

CHECK

STEPDELIVERDEVELOPDEFINEDISCOVER

CON

TIN

UO

US

IMPR

OVE

MEN

T M

ODE

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CHANGING FOR THE FUTURE PROGRAMMECOUNCIL WIDECHANGE PLAN

BENCHMARKINGPSIFPERFORMANCE MANAGEMENT

INTERNAL/EXTERNALDRIVERS OF CHANGE

INTERNAL/EXTERNALDRIVERS OF CHANGE

IMPROVEMENTSOLUTIONPROBLEM

OUR FIRST CITY OF DESIGN ACADEMY

LEADERSHIP CONFERENCE

CREATED NEW SERVICE PROPOSALS

IMPROVE ATTAINMENT THROUGH BETTER COMMUNICATION BETWEEN SCHOOLS AND PARENTS/CARERS

WORKSHOP 1

INTERVIEWS TO UNDERSTAND THE EXPERIENCES OF PUPILS, TEACHERS + PARENT/CARERS

PROBLEM DEFINITION

JOURNEY MAPPING

IDEATION

IDEATION

BLUEPRINTING

DELIVERY

https://dundeedesignacademy.wordpress.com/

DESIGN ACADEMY -WHAT WORKED WELL

LEADERSHIPBUY-IN

TOOLS + METHODS

DESIGN TOOLS HELP TAKE IDEAS FROM HERE HERE

School & Family Development WorkerSidlaw View Primary School

Principal Teacher of MusicMorgan Academy

Marlowe Simpson

Melissa CowanDESIGN CHAMPIONS

BACK TO CUSTOMER INSIGHTS…

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SO HOW DOES THIS FIT WITH INSIGHTS?

CUSTOMER INSIGHT = UNDERSTANDING HOW OUR CUSTOMERS AND HOW THEY INTERACT WITH US IN MORE DETAIL

WHERE DO WE GATHER THIS INSIGHT? Call data Website analytics Visitor numbers System statistics Metrics and PIs To name but a few…

DESIGN THINKING AND CUSTOMER INSIGHT

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WHAT DOES INSIGHT LOOK LIKE?

IT CAN TAKE MANY FORMS…

A LOT OF WHAT WE DO IN THE PUBLIC SECTOR LOOKS LIKE THIS:

WHAT DOES INSIGHT LOOK LIKE?

THIS IS USEFUL AND HAS IT’S PLACE…BUT DOES IT TELL US MUCH ABOUT THE CUSTOMER EXPERIENCE?DOES IT HELP SHAPE HOW WE DESIGN OUR SERVICES TO FIT THE CUSTOMER EXPERIENCE?

Interviews

Service safaris

Building personas

Workshops

DESIGN THINKING AND CUSTOMER INSIGHT

DATA CAN ALSO BE GATHERED USING SERVICE DESIGN TECHNIQUES:

POST-IT DATA

MAKE SENSE OF THEPOST-ITS

AFFINITY MAPPING

CUSTOMER JOURNEYMAPS

Simplifying things makes it easier to consume and draw insight

From post-it notes, some techniques and a few workshops, you can quickly get a sense of what is important for your customer

NEXT

You can quickly use a service blueprint to propose and discuss a new or changed service

SERVICE BLUEPRINT

Wouldn’t it be better to take a few days to create this rather than a few months to create a complex business case?

If there is merit in the proposal then we can work on it but lets find out fast!

START WITH THE CUSTOMER

IT STARTS WITH THECUSTOMER

VIABILITY FEASIBILITY

DESIRABILITY

BUSINESSCASE

TECHNOLOGY /PROCESS

SOLUTION – BUT MAKE SURE YOU

START WITH DESIRABILITY, NOT VIABILITY

OR FEASIBILITY

DESIGN THINKING AND DIGITAL TRANSFORAMTION

CHANNEL SHIFT PROJECT

WE ARE MIXING INSIGHT WITH SERVICERE-DESIGN

Launching a Customer Service Platform and new website Reviewing and re-designing all our customer facing

processesWith a dedicated service design team

Gather feedback

Establish performance vs baseline

Develop improvements

Build and release

IMPROVEMENTSOLUTION

CHECK

PLAN

PROBLEM

DO

THINKINGDESIGN

Discover as-is process

Data gathering

Baseline Information

Affinity Mapping

Confirm what’s

important / essential to:

Citizen

Council

DEFINE

Process MappingPersonas

Develop to-be process

Prototype process

Critical Tasks List

Fine tune & perfect process

Build new process

Release & promote

DELIVER

Service Blueprint Customer Journey MapService Blueprint

STEP

CHECK

PLAN

DO

DISCOVER DEVELOP

DRIVING DIGITAL INNOVATION THROUGH COLLABORATION

DUNDEEPKCANGUS

THE THREE LOCAL AUTHORITIES ARE COLLABORATING ON THE IMPLEMENTATION OF THE CSP

SHARING AS-IS AND TO-BE PROCESSSHARING FORMSSHARING RESOURCESSHARING INSIGHTSSHAIRING KNOWLEDGESHARING MISTAKESSHARING OPPORTUNITIES

SERVICE DESIGN IN DIGITAL TRANSFORMATIONSteven Kyle – Transformation Programme Manager, Dundee City Council

@stevenkyle10steven.kyle@dundeecity.gov.uk