Digital Inclusion and Customer Journeys

Material inspired from the Really Useful Days run by Local Direct

http://www.localdirect.gov.uk/resources/Linkedin: Kathryn Sexton

@katsexton8

Why does it matter?

• Sarah Prag made some excellent points about why digital inclusion matters for everyone:

It is likely to help:• Save or make money• Find jobs• Become less isolated• Increase health and wellbeing

Tackling digital exclusion

By:• Making online services so good that people

choose to use them• Assisting people who can’t use online services

themselves• Helping people go online and develop their

skills

What do you do in your authority?

Digital Inclusion scale - UK

1. Never have, never will2. Was online but no longer3. Willing and unable4. Reluctantly online5. Learning the ropes6. Task specific7. Basic digital skills8. Confident9. Expert

14%

7%

79%

What’s stopping them? (In levels 1-3)

Access Skills

Motivation Trust

If we understand why people aren’t online, then we can find ways to help them

Making online services easy – example customer journey

Bex has received a parking fine. Bex is:• 19 years old• Lives at home • Struggled at school at left at 16 with virtually

no qualifications (has low literacy)• Training to be a hairdresser• Has a smart phone which she uses to text and

use facebook and Youtube

Now using Bex as your persona…

• What would you do if you received a parking fine?

• Try the customer journey to pay for the fine using these council websites:– Malvern hills– Barrow in Furniss– Camden

• What would Bex find difficult?• How could her experience be improved?

Assisting people and helping people get online and develop their skills

• Does your authority offer support to people using online services?

• Is this our role and where do we draw the line?

• What opportunities are there for local authorities to help with this?

• Who else can help?• http://www.tinderfoundation.org/what-we-do

/uk-online-centres