president’s week 2020 service design and transformation · •explain what service design is......
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@Socitm | www.socitm.net
President’s week 2020
Service design and transformation - introduction
Nadira Hussain,Director of Leadership Development & Research, Socitm
12th June 2020
Today’s agenda
10:45Welcome and introductions Service design and transformation
Nadira Hussain,Socitm
11:00 Service Design in the Post-Covid CouncilFaith La Grange & Ellen Wilson, Microsoft
11:45 Break
12:00
Top Talent Cardiff cohort presentation Top Talent cohort
The business case for securing flexible working with Single Sign-On (SSO) and the Zero Trust model
Phil Crossley, Gareth Williams, IP Performance
13:00A word from Advisory – “SDMA as a tool for whole system digital change”
Katherine Lyon, Socitm Advisory
13:40 Quiz
14:25 Close
House keeping
• Everyone is muted on entry. If we choose to unmute the audience, please be mindful of your background noise. If in doubt, mute yourself
• To ask questions about the current session, please use the Q&A function
• To speak to someone directly, please use the chat function
• Please use the raise hand button if needed
• Make sure you tweet throughout the event using the hashtag #PresWeek20
• This event is being recorded
• The slides and recordings from the event will be available to download from the President’s Week event page (socitm.net/events/virtual-presidents-conference-2020)
Modernising ICT service delivery
Alison HughesVice president
Our priorities…Our members have identified
5that they have asked us to provide resources to support through our events, research and publications programmes
key policy themes
Service design and transformation
Huw McKeeVice president
Healthy and well communities
Sam SmithPresident
Leadership, diversity and skills
Sandra TaylorImmediate past president
Ethical use of emerging technology and data
Mark LumleyVice president
Service design and transformation
• Key policy priority; Service design and transformation, championed by Huw McKee, sponsored by Microsoft
• Link to other policy themes –LDS, Ethical use of emerging tech & data (ethics in design), Modernising ICT service delivery (harnessing data), Healthy & well communities (improving place-based outcomes)
Our research and publications programme delivers a range of strategic insights into the challenges faced by members
Inform
• Planting the flag – a new local normal
• COVID-19 Digital & ICT Impact Survey
• Work in progress – refining the current scope & focus
Partner:
What we want to achieve today?
• Explain what service design is...
• Convey that service design is a set of skills including understanding user needs, what are the 'jobs to be done', building 'human empathy', and using agile techniques to deliver transformation
• Emphasise that the focus is on people and users/citizens as opposed to the technology
• Share our views about how this policy theme reflects member/sector requirements & accommodates changes experienced more recently post pandemic
• Present a work-in-progress update and determine next steps
• Opportunity for contribution of ideas, thoughts and feedback
Service design
• Broker local service delivery ecosystems
• Co-create/co-design/co-produce across place
• Collaborate with suppliers and other agencies
• Harness community assets
• Leverage agile iteration, low code, minimum viable product
• Employ dynamic purchasing
• Reform services especially relational
• Rethink nature of services e.g. care homes vs care in the community, cash payments
• Measure outcomes not inputs
e.g. Rennie Grove hospice at home; Surrey Heath, Camden, Bucks, Adur& Worthing, Brighton & Hove, Hackney, Issy-les-Moulineaux, Vienna
2/3rds seen elements of services paused or stopped, with social care hardest hit
Feedback from the Covid-19 Digital & ICT Impact Survey
62% 62%68%
54% 58%
72%66%
0%10%20%30%40%50%60%70%80%
ALL Adult social care Children andFamilies
CorporateServices
Customer services Housing Environment andRegulatory
services
Have there been elements of the service that you provide that has had to be paused or even stopped since the COVID-19 lockdown? YES
Limited involvement of users in software service design or planning
9% 8%5%
21%18%
2%6%
0%
5%
10%
15%
20%
25%
ALL Adult social care Children andFamilies
CorporateServices
Customer services Housing Environment andRegulatory
services
Have you been involved in any service design or planning for new software to support you or your team do their jobs and that that have benefited citizens /communities ? YES
Lessons learnt
• Pace that was previously unimaginable
• A new thinking has emerged that needs to deliver ‘necessities’ for vulnerable service users
• Services are established within a matter of days
• Individuals need to have a high calibre of expertise
• Processes have an iterative feedback loop
• Willingness to accept that the service may require a 180-degree change in approach
• Ecosystem of networked communities
• No time to always design full solutions
Post Covid-19 is there an evolution of Agile?
Exam question:
How are we going to design better public services?
Service design, service transformation and bridging to digital in local public services.
The challenge
Considerations:
• Support leaders to co-design & deliver public services that achieve better outcomes for people in places
• Maximising the potential of digital opportunities within a dynamic and continuously modernising environment
• Use service design principles to consider the complete service requirements
• Have a holistic approach focusing on stakeholders, organisations and users
• Embrace the role of new digital technologies
• Realise the full benefits of technology investments
Digital technology builds on the IT we’re used to like apps, websites, smartphones and embraces new capabilities like machine learning artificial intelligence
It blurs he virtual and physical worlds with developments such as 3D printing, augmented reality, robotics, wearables and internet connected sensors
What is digital?
Digital technology
• Digital is about what we do and the way we do it, using the potential of digital technology
• It’s about putting people and their needs at the centre and working with them to create solutions
• It’s about being design-led, using data to inform, being innovative, trying things, iterating ideas, pace and delivering
• It’s about making a difference
Digital
“Applying the culture, processes, business models & technologies of the internet era to respond to people’s raised expectations.”Tom Loosemore, Partner at Public Digital
Socitm digital maturity approach
Socitm digital maturity approach
• Developed in 2019 with Councils and the Welsh Government,
• Service Design at the centre
• Nine areas of focus grouped into three domains - design with people; digital , data and technology and effective delivery
What is good public service design?
• Good services eg what a user wants to do, no dead ends, intuitive, gets the job done, consistent but not uniform
• From the customer's viewpoint does not need an inside knowledge of how public services are delivered
• Accessible, enables people to get assistance appropriate to their circumstances, does not leave people behind or unclear
• Proactive, prompts best next actions, encourages and enables people to live their lives, promotes health and wellbeing
• Service Design helps us to understand how services work, and what doesn't work using customer journeys, service blueprints and agile techniques to build solutions iteratively
We overcome the challenge by leading by example …
1. Putting citizens needs at the heart of the design of services,
2. Use collaborative and co-creation approaches to service design
3. Facilitate design thinking across key stakeholders
4. Understand that digital delivery is not all about technology
5. Ensure accessibility and access to digital services is fully inclusive
6. Highlight and enhance the importance of ‘cultural change and adoption’
7. Devise a holistic approach to the design and build of digital applications, platforms and infrastructure, recognise local government systems leave us with a 'brownfield site' to transform
8. Promote and use open and agile software development methodologies and techniques
9. Ensure the best and ethical approach for data and analytics
10. Maximise learning and promote awareness of proven methods
Factoring human empathy into design
• Human empathy design is different to human centred design because there is an understanding/appreciation of intersectionality and those who overwhelmingly use public services
• Consider the social determinants of the individuals or community
• Apply empathy & behaving as an advocate
• Co-created therefore considering the ‘voice of the service user’
• Allow stories of individual experience be heard
• Consider geography, history, culture, demography
The key features of service design are…
Proposed model for service design
• Jobs-to-be-done: categorising, defining, capturing, and organising all customer needs
• Human Empathy: determine the ‘how’ from a community/ grassroots perspective. Promoting self-sufficiency
• The Essentials: keep it simple, use service patterns and best practice, use common components for example Gov.Pay (i.e. don’t reinvent the wheel)
Definitions
Outcomes
Human Empathy
The Essentials
Jobs-to-be-done
How could this model be applied?
Using the delivery of housing repairs as an example
How might we…
(what are we
trying to achieve?)
So that…
(to improve the
outcomes?)
What jobs need to
be done?
Where do we
apply human
empathy?
What are the
essentials?
Improve the
quality and speed
of housing repairs
in communal areas
for social tenants
Social tenants are
not living in poorly
conditioned
environments that
are not well
maintained
Ensure tenants are
aware of a
reporting service
& how it works
Ensure reporting
system links up to
Housing
maintenance
Digital literacy of
the individuals
who live in social
housing
Are housing
maintenance
aware of the
issues in that
household (English
additional
language,
accessibility
arrangements)
Explaining what
work is being
carried out
Explain how to
maintain good
living areas (eg
good ventilation
opening a window,
getting outside for
fresh air)
Next steps
• Seek input from the audience, membership and further afield
• Arrange a workshop to incorporate practitioner input
• Revise documentation and seek LCIOC approval
• Share tangible outputs and tools with members and more widely
• Devise communications plan and promote
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