Presentation slides from UX Camp Europe 2016 — a report on how design in UK Gov developed, how designers work and why there are 400 designers, but no one being a UX designer.

1. Martin Jordan
Lead Service Designer
Government Digital Service
@Martin_Jordan

2. Designing
for a better
citizen experience

3. The Government Digital Service
is part of the Cabinet Office.
Our job is digital transformation
of government.
GDS@Martin_Jordan

4. GDS@Martin_Jordan

5. The best startup in Europe we can’t invest in”
– Saul Klein, Partner at Index Ventures about GDS in The Guardian
GDS@Martin_Jordan
“

6. GDS@Martin_Jordan

7. We’re a centre of excellence in digital,
technology and data, collaborating with
departments to help them with their own
transformation.
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8. GDS@Martin_Jordan

9. We work with them to build platforms,
standards, and digital services.
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10. GDS@Martin_Jordan

11. We always start with user needs.
We are agile. We work to a set of Design
Principles that guide us in everything we do.
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12. GDS@Martin_Jordan

13. Martha Lane-Fox Francis Maude
Martha
Lane
Fox
Francis
Maude
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14. Revolution not evolution”
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“

15. There has been a reinvention of the Internet
and the behaviour of users in the last few years.
Digital services are now more agile, open and
cheaper. To take advantage of these changes,
government needs to move to a ‘service
culture’, putting the needs of citizens ahead of
those of departments. ”
GDS@Martin_Jordan
“

16. GDS@Martin_Jordan
1. Create GDS
2. Fix publishing
3. Fix transactions
4. Go wholesale

18. GDS@Martin_Jordan
1. Create GDS
2. Fix publishing
3. Fix transactions
4. Go wholesale

19. What do we mean
by service?

20. Digital services,
not websites
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21. A service is something that helps someone
to do something
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22. Most of government is mostly service design
most of the time”
– Matt Edgar
GDS@Martin_Jordan
“

23. 80% of the cost of government
is spent on services
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24. Hence, we have a different take on service
design than the private sector might have
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25. The deliverable is not a blueprint,
the deliverable is the service itself
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26. No arguing with people who sell concepts,
but people who are building the thing
And listening to those using it
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27. The challenge is to meet the demand in
government, not to sell it in”
– Francis Maude, Minister for the Cabinet Office
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“

28. Designers code, consider the business case
and dig into policy.
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29. Who is designing
what?

30. Illustrated with a public service example
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31. (Not a GDS project)
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32. Service
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33. Designers at GDS:
Graphic designers
Interaction designers
Content designers
Service designers
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34. Graphic
design
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35. Graphic designer:
How to communicate the thing
so people get it?
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36. Interaction
design
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37. Interaction designer:
How does the thing behave
so people can use it?
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38. Content
design
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39. Content designer:
What does the thing say
so people will understand it?
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40. Service
design
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41. Service designer:
What is the thing people might need
in order to achieve their goal?
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42. Service backends
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43. On another note:
Products and services
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44. Product
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45. Product
features
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46. Design for good user experience is a team effort
– with many influencing factors out of reach
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47. User
experience
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48. GDS@Martin_Jordan
More on the different types of design in Government:
http://designnotes.blog.gov.uk/2016/04/22/the-different-types-of-design-in-government

49. GDS@Martin_Jordan

50. How do we work?

51. GDS@Martin_Jordan

52. GDS@Martin_Jordan

53. GDS@Martin_Jordan

54. GDS@Martin_Jordan

55. GDS@Martin_Jordan

56. Eg
Register to vote
Book prison visit
View driving licence
Find an apprenticeship
…
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57. Digital public services that are so good,
people prefer to use them
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58. GDS@Martin_Jordan

59. GDS@Martin_Jordan

60. GDS@Martin_Jordan

61. GDS@Martin_Jordan

62. Pareto principle doesn’t (really) apply in gov
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63. We have to serve and design for 100% of the
people – so we have to make sure accessibility
is baked in
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64. GDS@Martin_Jordan

65. What’s next?

66. Service design is the next challenge
in government
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67. GDS@Martin_Jordan

68. GDS@Martin_Jordan

69. GDS@Martin_Jordan

70. GDS@Martin_Jordan

71. Meanwhile
elsewhere

72. What is your experience
with digital public services in your country?
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73. GDS@Martin_Jordan

74. GDS
The vision of e-government is to enable
information and communication processes,
and transactions between politics,
administration, citizens and businesses at any
place, any time and through any medium – and
to be fast, simple, safe and cheap.”
– Digitale Agenda 2020, German government
@Martin_Jordan
“

75. Who likes to give
it a try?

76. Exercise
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77. GDS@Martin_Jordan

78. Map the ideal flow for one of the following
transactional services:
• Check penalty points as a driver
• Renew passport
• Get fishing licence
• Check child benefits
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79. GDS@Martin_Jordan
Before
Ideal citizen journey
During› › After
Check penalty points as a driver
Renew passport
Get fishing licence
Check child benefitsX

80. Wrap-up

81. 1. Put users first – at all times, all together
2. Be as open as possible, it makes things better
3. Do the hard work to make it simple
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82. GDS@Martin_Jordan

83. Thanks!
Martin Jordan
@Martin_Jordan