UCD14 Talk - Tim Hurles and Paul Gibbins - Making it Happen: Helping Organisations Move to a User Centred Design Model of Delivering Products and Services
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Tim Hurles and Paul Gibbins - Making it Happen: Helping Organisations Move to a User Centred Design Model of Delivering Products and Services Government organisations are starting to move towards a user-centric approach to designing and creating services. We have been assisting some of them in this transition and will share our experiences so far. Our recent work with Transport for London (TfL) and the Metropolitan Police Service amongst other has been focused on users’ needs and behaviours, and UCD methods have been brought to bear to identify and solve a range of problems. Often this involves helping organisations change and evolve to allow UCD processes to function effectively within them. The talk will illustrate how we've used UCD both for end solutions and to help the organisations themselves adopt UCD.
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UCD14 Talk - Tim Hurles and Paul Gibbins - Making it Happen: Helping Organisations Move to a User Centred Design Model of Delivering Products and Services
- 1. Making it Happen Helping organisations move to a user-centred design model of delivering products and services service design consultancy
- 2. All contents copyright 2014 we are experience The customer experience …
- 3. All contents copyright 2014 we are experience The organisation …
- 4. All contents copyright 2014 we are experience The culture.
- 5. All contents copyright 2014 we are experience A trend towards customer-centricity
- 6. All contents copyright 2014 we are experience Gov Digital Service Transport for London Post Office (innovation labs) Police Services Private sector (banks, retail) Public Policy Labs (US & UK)
- 7. All contents copyright 2014 we are experience How to explain the trend?
- 8. All contents copyright All contents copyrigh 2t021031 w3 ew aer aer eex epxepreierniecnece Shift from products to services 78%The amount of the UK’s GDP derived from Services The percentage of the population employed 79% by Services
- 9. Image: GDS Need for new ways following failed (tech-led) capital projects
- 10. All contents copyright 2014 we are experience 70% of transformation projects fail
- 11. All contents copyright 2014 we are experience Transformation by Design UCD is a means to effect cultural change / business transformation. It focuses on customers’ needs and everything else has to shift to work towards this.
- 12. Image: Ryan Thackray / Flickr
- 13. All contents copyright 2014 we are experience Using UCD methodologies for cultural change
- 14. All contents copyright 2014 we are experience Vertical innovation, co-creation, design thinking
- 15. All contents copyright 2014 we are experience How to make it happen
- 18. How to make it happen Transport for London
- 21. How to make it happen Police Services
- 23. 2014 Webby Honoree 2014 Information & Overall Winner Thank you
Notas del editor
- Shift way of thinking in organisations We’ve noticed in working with organisations who are committed to a UCD process have, as part of the process, had to change. UCD is a method for giving orgs a clear focus for change
- It’s happening already
- The customer is more powerful than ever
- 70% of business transformation programmes fail The problem with transformation It’s not an objective. It’s a by-product of a change in customer experience Organisations ruled by the left-brained Governed by numbers and not experiences Solution-oriented, rather than unearthing problems Fear of failure - Analysis paralysis - they need CONFIDENCE!
- Business transformation, and the need to transform the business, is often a misinterpretation of the need for cultural change. Almost all business struggling with transformation programmes (and 70% of them fail) are in need of getting more closely in touch with their customers.
- Engaging left-brainers Vertical innovation Design-thinking: framing the problem correctly and clearly People start thinking like customers Co-creation Lean UX Exercises in customer-centric thinking
- Co-creation Agility Rapid micro-failure to arrive at a proposition and de-risk larger failure later
- ‘Not only have you changed the way we work with our customers… ...you've changed the way we work with ourselves.’ Chris Macleod
- Breaking silos - The TfL example Design tools (storyboards) to create vision and engage with stakeholders - gets things agreed and moving Visibly engaging with customers Guerrilla user testing, co-creation Rapid iteration, demonstrated not just the acceptability of failure but the value of it
- Breaking silos - The TfL example Design tools (storyboards) to create vision and engage with stakeholders - gets things agreed and moving Visibly engaging with customers Guerrilla user testing, co-creation Rapid iteration, demonstrated not just the acceptability of failure but the value of it
- Breaking silos - The TfL example Design tools (storyboards) to create vision and engage with stakeholders - gets things agreed and moving Visibly engaging with customers Guerrilla user testing, co-creation Rapid iteration, demonstrated not just the acceptability of failure but the value of it
- Removed fear of failure by focusing on both tactical short term and strategic long term Short term was part of strategic road map
- Removed fear of failure by focusing on both tactical short term and strategic long term Short term was part of strategic road map