15. We are SnookPeople by Default Sarah Drummond
Digital transformation and
there’s an app for that
The touchpoint has grabbed our design
attention. User experience has focused
solely on how something looks and
cramming in product features
| DESIGNING FOR USER NEEDS
17. We are SnookPeople by Default Sarah Drummond
Industrial models of the
past continue to shape our
designs
“Technology has locked us into ways of working, the design of
services, even operating models of organisations”
Dave Briggs, Head of Digital and Design at Adur & Worthing Councils
| DESIGNING FOR USER NEEDS
18. Administration costs us
people
We have created systems that don’t solve problems. They
create more work, cost us more to run and take us away
from the frontline
18
| DESIGNING FOR USER NEEDS
19. We are SnookPeople by Default Sarah Drummond
Technology won’t save us, we
are automating the wrong
processes
We must fundamentally understand the problems we have to
solve, meet user needs and design services that work
| DESIGNING FOR USER NEEDS
42. 42
Quickly bring solutions
to life, develop and don’t
be afraid to pivot the
approach based on
what you find…
| DEVELOP
43. 43
“It needs an explanation what
council tax is. It’s implying
that you’ve clicked on that
and you know exactly why
you are there.”
…like re-designing
content and building
content frameworks
| DEVELOP
47. ONLINE
PAPER
Client
receives
information
pack
Client meets
BDM
Client
receives
application
form
Client
receives
email with
forms and
guidance
Client emails
draft to BDM
for comment
Client
receives
email with
information
pdfs
B
p
f
c
v
APPROVAL PROCESS
Client
considers an
alternative
qualification
provider
Client makes
1st contact
with SQA
Client has
phone
conversation
with BDM
Client
conducts
search for
qualification
provider
Client finds
information
about SQA
Client makes
email enquiry
to SQA
Client
receives
information
pack from
Bus Dev
Client picks
up SQA
leaflet at
conference
or trade fair
INTERNATIONAL
TEAM
International
partners
build up list
of potential
clients
International
partner
makes
contact with
client
Bus Dev BDM visits BDM makes Bus DevBDM receives BDM starts BDM sends BDM followsBDM sends BDM visits BBDM
BACKSTAGE
47
123%
Increase in unique page views
for their centre approval information,
widening their pipeline of customers
in this process
| DELIVER
58. Design for Services Service Design
Journey Mapping
Journey mapping allows us to
document an experience
Do it retrospectively (analyse an
experience)
Use it to communicate a new
concept
59. Design for Services Service Design
Journey Mapping
We break down the core parts of the
experience
Start macro to see the whole
experience
Move to micro lens and focus in on a
part of the process based on the
challenges
60. Design for Services Service Design
Journey Mapping
Journey maps can highlight the emotional experience
• Start with the core interaction
• Map either side of it, a service has a beginning, middle and end
• Ask ‘what happened next?’
• Map the core touchpoints
• Identify key stages (macro and then micro)
• Map how the person felt
• Map what they said about it
• Draw an experience curve
61. Design for Services Service Design
Journey Mapping
Identify the pain points
• Where are the highs?
• Where are the lows?
• Are there specific points for change?
• Is it a bigger macro issue?
• Can we do something better upfront?
67. Design for Services Service Design
Journey Mapping
Now it’s your turn!
• Say hello to the person next to you
• Have a chat about services you’ve experienced recently
• Select a example between you
• Try to choose a lengthy and problematic example!
• Journey map your experience using the templates in your packs