Service Design in Digital Transformation

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Service design in digital transformation

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 DesignUsing design thinking to redesign digital servicesDriving 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?

Dundees FutureThe 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 DONT 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?

DUNDEES INTERPRETATION OF SERVICE DESIGNWORKING WITH SERVICE DESIGN COMPANY OPEN CHANGE WE HAVE BUILT A STRUCTURED MODEL FOR DESIGNING NEW OR RE-DESIGN EXISTING SERVICESBASED AROUND CORE DESIGN THINKING TECHNIQUES AND THE DESIGN COUNCILS DOUBLE DIAMOND DESIGN PROCESS

DESIGN THINKINGLEAN SIX SIGMA

LEAN SIX SIGMA: YELLOW BELT TRAINING

DESIGN CHAMPIONS/STEP MENTORS

UNESCO CITY OF DESIGN ACADEMY

DOPLANCHECKSTEPDELIVERDEVELOPDEFINEDISCOVER

PROBLEMCONTINUOUS IMPROVEMENT MODELSOLUTIONPROBLEM

THINKINGDESIGNDEFINEDELIVER

DISCOVERDEVELOP

DESIGN CHAMPIONS

WORKSHOPSPEOPLEPROJECT METHODOLOGIESDESIGN TOOLS

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DESIGN THINKINGLEAN SIX SIGMA

LEAN SIX SIGMA: YELLOW BELT TRAINING

DESIGN CHAMPIONS/STEP MENTORS

UNESCO CITY OF DESIGN ACADEMY

DOPLANCHECKSTEPDELIVERDEVELOPDEFINEDISCOVER

PROBLEMCONTINUOUS IMPROVEMENT MODELSOLUTIONPROBLEM

THINKINGDESIGNDEFINEDELIVER

DISCOVERDEVELOP

DESIGN CHAMPIONS

WORKSHOPSPEOPLEPROJECT METHODOLOGIESDESIGN TOOLS

13

DESIGN THINKINGLEAN SIX SIGMA

LEAN SIX SIGMA: YELLOW BELT TRAINING

DESIGN CHAMPIONS/STEP MENTORS

DUNDEE CITY OF DESIGN ACADEMY

DOPLANCHECKSTEPDELIVERDEVELOPDEFINEDISCOVER

CONTINUOUS IMPROVEMENT MODELCHANGING FOR THE FUTURE PROGRAMMECOUNCIL WIDECHANGE PLANBENCHMARKINGPSIFPERFORMANCE MANAGEMENTINTERNAL/EXTERNALDRIVERS OF CHANGEINTERNAL/EXTERNALDRIVERS OF CHANGEIMPROVEMENTSOLUTIONPROBLEM

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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

HEREHERE

School & Family Development WorkerSidlaw View Primary SchoolPrincipal Teacher of MusicMorgan AcademyMarlowe SimpsonMelissa CowanDESIGN CHAMPIONS

BACK TO CUSTOMER INSIGHTSc

c

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 dataWebsite analyticsVisitor numbersSystem statisticsMetrics and PIsTo name but a fewDESIGN THINKING AND CUSTOMER INSIGHT

cWHAT DOES INSIGHT LOOK LIKE?IT CAN TAKE MANY FORMS

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

34

WHAT DOES INSIGHT LOOK LIKE?THIS IS USEFUL AND HAS ITS PLACEBUT DOES IT TELL US MUCH ABOUT THE CUSTOMER EXPERIENCE?DOES IT HELP SHAPE HOW WE DESIGN OUR SERVICES TO FIT THE CUSTOMER EXPERIENCE?

35

Interviews

Service safaris

Building personas

Workshops

DESIGN THINKING AND CUSTOMER INSIGHT

DATA CAN ALSO BE GATHERED USING SERVICE DESIGN TECHNIQUES:

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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

Wouldnt 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 CUSTOMERIT STARTS WITH THE

CUSTOMER

VIABILITYFEASIBILITYDESIRABILITYBUSINESSCASETECHNOLOGY /PROCESSSOLUTION BUT MAKE SURE YOU START WITH DESIRABILITY, NOT VIABILITY OR FEASIBILITY

DESIGN THINKING AND DIGITAL TRANSFORAMTION

CHANNEL SHIFT PROJECTWE ARE MIXING INSIGHT WITH SERVICERE-DESIGN

Launching a Customer Service Platform and new websiteReviewing and re-designing all our customer facing processesWith a dedicated service design team

DESIGN THINKINGLEAN SIX SIGMA

LEAN SIX SIGMA: YELLOW BELT TRAINING

DESIGN CHAMPIONS/STEP MENTORS

UNESCO CITY OF DESIGN ACADEMY

DOPLANCHECKSTEPDELIVERDEVELOPDEFINEDISCOVER

PROBLEMCONTINUOUS IMPROVEMENT MODEL

Gather feedbackEstablish performance vs baseline

Develop improvements

Build and releaseIMPROVEMENTSOLUTIONCHECKPLANPROBLEM

DOTHINKINGDESIGNDiscover as-is process

Data gathering

Baseline Information

Affinity MappingConfirm whats important / essential to:

Citizen

Council

DEFINEProcess MappingPersonasDevelop to-be process

Prototype process

Critical Tasks List

Fine tune & perfect process

Build new process

Release & promoteDELIVERService BlueprintCustomer Journey MapService BlueprintSTEPCHECKPLANDO

DISCOVERDEVELOP

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DRIVING DIGITAL INNOVATION THROUGH COLLABORATION

DUNDEEPKCANGUSTHE THREE LOCAL AUTHORITIES ARE COLLABORATING ON THE IMPLEMENTATION OF THE CSPSHARING 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