This talk shared some key learnings from a unique service design programme spanning nine public sector organisations across Europe with a focus on four thematic areas around societal impact; Youth employment, independent living, culture change and innovation capacity.
SDGC14 DAY ONE - From Brussels to Blueprints, Design-Led Public Service Innovation in Europe by Paul Thurston
1. SERVICE DESIGN GLOBAL CONFERENCE
October 2014 | Stockholm
design-led public service
innovation in europe
Paul Thurston
2. From Brussels to Blueprints
Design-led public service
innovation in Europe.
SDNC14: Paul Thurston
@p_thurston / pthurston@pdronline.co.uk
www.pdronline.co.uk / pthurston@pdronline.co.uk / @pdr_sd
3. I'm going to tell you how service design
can help you win more work, projects
and funding.
www.pdronline.co.uk / pthurston@pdronline.co.uk
4. PDR is an award winning
design and research unit
based at Cardiff Metropolitan
University.
!
Established in 1994
40 Staff / 9 PhD’s
5. Industry specific
2006 - NHS Institute for Innovation and Improvement
www.pdronline.co.uk / pthurston@pdronline.co.uk
6. Industry specific
2006 - NHS Institute for Innovation and Improvement
!
Regional
2007 - Designs Of The Times Festival in Newcastle
www.pdronline.co.uk / pthurston@pdronline.co.uk
7. Industry specific
2006 - NHS Institute for Innovation and Improvement
!
Regional
2007 - Designs Of The Times Festival in Newcastle
!
National
2010/2013 - PDR Service Design Programme
www.pdronline.co.uk / pthurston@pdronline.co.uk
8. Common theme
•All of these projects worked
with early adopters of service
design.
!
•These people are open,
interested and enthusiastic
about service design.
!
•They wanted to be a part of
this new way of working and
were excited about it.
www.pdronline.co.uk / pthurston@pdronline.co.uk
9. Common theme New audience
www.pdronline.co.uk / pthurston@pdronline.co.uk
•People have already heard
•of service design and have
•pre-formed opinions.
!
•Can be more critical, sceptical
and reluctant to adopt a service
design approach.
!
•Viewed as 'another'
methodology and often told they
must adopt this way of working.
•All of these projects worked
with early adopters of service
design.
!
•These people are open,
interested and enthusiastic
about service design.
!
•They wanted to be a part of
this new way of working and
were excited about it.
10. 1.
It all starts with
innovation policy
www.pdronline.co.uk / pthurston@pdronline.co.uk
11. Aim to integrate design into innovation
policy across Europe.
!
www.seeplatform.eu
www.pdronline.co.uk / pthurston@pdronline.co.uk
13. Design Policy Ladder 2014
% of European member states
www.pdronline.co.uk / pthurston@pdronline.co.uk
14. Design Action Plan for Europe (2013)
A more systematic use of design as a
tool for user-centred and market-driven
innovation in all sectors of the economy,
complementary to R&D, would improve
European competitiveness.
!
!
European Commission (2013) ‘Implementing an Action Plan for Design-Driven Innovation’ Commission Staff
Working Document SWD(2013)380, p.4.
www.pdronline.co.uk / pthurston@pdronline.co.uk
15. In simple terms this means that in order
to access funds from Europe you must
consider design
www.pdronline.co.uk / pthurston@pdronline.co.uk
24. SPIDER aims to increase the use of service
design within public services across Europe.
www.pdronline.co.uk / pthurston@pdronline.co.uk
25. Why are we doing this?
•Service design has been consistently poor at measuring and demonstrating
the impact of projects.
!
•Our new audience want more concrete evidence of impact and return on
investment than early adopters.
!
•Service design to be viewed as an effective tool for addressing societal
challenges.
!
•To mainstream service design within public services.
!
•Currently there is no model for measuring impact of service design projects
www.pdronline.co.uk / pthurston@pdronline.co.uk
26. Case Study: Youth Services
1: Youth Unemployment
2: Independent Living
3: Innovation Culture
4: Service Design Training
www.pdronline.co.uk / pthurston@pdronline.co.uk
27. Case Study: Youth Services
Driving an active youth
workforce in Cardiff
www.pdronline.co.uk / pthurston@pdronline.co.uk
28. Case Study: Youth Services
The Welsh government spends millions of pounds
on services to help young people find
employment, education and training.
!
But young people just aren't finding them.
www.pdronline.co.uk / pthurston@pdronline.co.uk
29. Case Study: Youth Services
We proved this by testing how they
search for services in the PDR user
insight lab and out on the streets
of Cardiff.
www.pdronline.co.uk / pthurston@pdronline.co.uk
30. Case Study: Youth Services
So we co-designed a new service directory
called Pointr that lists local services around
the four areas young people told us they
needed help with.
www.pointr.org.uk
www.pdronline.co.uk / pthurston@pdronline.co.uk
31. Case Study: Youth Services
And we designed a new model called
Neighbourhood Panels for the hardest
to reach NEET’s that better coordinated
service provision by multiple providers
at a neighbourhood level.
www.pdronline.co.uk / pthurston@pdronline.co.uk
32. Case Study: Youth Services
We did this with the help of partners in
Ireland and Belgium.
!
#transnational
www.pdronline.co.uk / pthurston@pdronline.co.uk
33. Case Study: Youth Services
Over 1000 people have used Pointr and the
Neighbourhood Panels have developed
support plans for over 500 NEETS.
www.pdronline.co.uk / pthurston@pdronline.co.uk
34. Case Study: Youth Services
If just 1%(15) of these young people found
employment that would save the government
£840,000*
* Based on data from the Work Foundation Average that estimates the average cost to the state
of a NEET between 16-18 is £56,000 report - Report ‘Off The Map - The Geography Of NEETS’
www.pdronline.co.uk / pthurston@pdronline.co.uk
35. An example
Bigger than single projects
This is just 1 of 9 Projects, delivered
by multiple partners.
www.pdronline.co.uk / pthurston@pdronline.co.uk
36. 3.
Measuring Impact
A service design evaluation
model for public service
projects.
www.pdronline.co.uk / pthurston@pdronline.co.uk
37. Aim of the model
To create a model that can be used by
service designers, civil servants and funding
bodies to measure the impact of service
design projects in the public sector
www.pdronline.co.uk / pthurston@pdronline.co.uk
38. Where are we at?
Prototype created.
This will be tested on the 9 SPIDER projects
in Wales, France, Ireland and Belguim
in 2014.
www.pdronline.co.uk / pthurston@pdronline.co.uk
41. Publicly available model that you will be able
to use will be launched in 2015.
!
Sign up here:
www.thespiderproject.eu/news/newsletter
www.pdronline.co.uk / pthurston@pdronline.co.uk