assisted digital: the east riding approach | amanda wilde | december 2014

Assisted Digital

The East Riding Approach

Amanda WildeEast Riding of Yorkshire Council

Really Useful Day

2 December 2014

Why is it important?


Online behaviours

76% Adults in Great Britain accessed the Internet every day, that’s 21 million more than in 2006.


Online behaviours

58% Internet usage via mobile device. That’s more that doubled since 2010


Online behaviours

74% Adults who bought goods or services online.That’s up from 53% in 2008.


Online behaviours

84% Households with Internet access in 2014. That’s up from 57% in 2006.


Going mobile

Advances in the portabilityand range of internetenabled devices

Mobile Scope


Going mobile

There are over 60 million mobile phones in use in the UK. 7 out of 10 people own a

smartphone

1 in 4

adults in the UK havenever used the internet

The East Riding

- 1,000 square miles- Population 338,700 across 171towns / villages - Half population live in rural communities- High inward migration- 21% over 65 years old, (30% over 50)- Outward migration of younger people- Low ethnicity – 4.9%-Affluent but some pockets of high

deprivation


Age UK research

Bottom five areas for internet use amongst people aged 65 and over:

People 65+ offline People 65+ online

Tyne and Wear % within area 72.3% 27.7%

West Yorkshire % within area 70.3% 29.7%

Cumbria % within area 69.8% 30.2%

South Yorkshire % within area 68.7% 31.3%

Hull and East Riding % within area 68.5% 31.5%


(13%) households in East Riding do not have access to the internet (Javelin, Acxiom 2012)

(22.5%) in the East Riding are of pensionable age

Nationally, 33% of disabled users and 70% of over 75 users have never used the internet


The drive to digital first• Opportunities to meet customer demand whilst

reducing costs

• Provide targeted and tailored support for those most in need.

• Social, and financial benefits of the digital age for residents and businesses

• Transforming East Riding, £92m saved, £60m over next 5 years

Our Approach

• Gap analysis• Understanding needs• Skills• Connectivity• Challenges• Opportunities

Who to involve?

Our Approach

For the workforce, residents,

customers and businesses

Skills

Access Awareness

Support

building confidence and trust

Our Approach

Our Approach

Understanding Customer Needs

“I want to learn but I don’t want to make a fool of myself and embarrass myself”

“Well I’ve survived

this long without it,

so I don’t see why I

would ever need it

in the future”

Our ApproachUnderstanding Customer Needs

“Why should I do

it? I have someone

who can do it for

me. She’s a wizard,

it would take me

all day to do it

myself”

Our ApproachUnderstanding Customer Needs

Our ApproachUnderstanding all needs

• Hearing impaired• Sight impaired• Physically disabled• English as an Additional Language• speakers/readers• Autistic• Travellers (possibly disengaged and/or

illiterate)• Learning difficulties

Our ApproachCustomer Insight – using all the data

Service users split into 4 categories:

Least likely internet user

Unlikely to be internet user – not preferred

Likely to be internet user – not preferred

Internet preferred

What are we doing?

Website and usability

What are we doing?

Website and usability

Our users need to trust the content and find what they want easily

Designing digital services around the user

Mobile device user

Colour-blind user

Disabled userDigital native user young user over-65

user

What are we doing?

Community Hubs

E-enablement Project

How could the iPads project help?

Making a positive difference to lives

Researching family

Family connectivity –

across the globe

Online shopping

PhotosUsing facebook

- to keep updated on the family activities

Supporting healthy eating and exercises

Process and Training

Barmby Moor Tablet training session

http://barmbymoorboot-it.co.uk/

E ENABLING CASE STUDIES


The impact and

effectiveness of the iPad

on individual older people

can be best brought to life

through their individual

experiences. From these

case studies some positive

conclusions can be drawn.



Mr A70’s

Stroke

sufferer

6 month user

Enjoys games and trying

new things out

Does crosswords and reads

the daily papers

“The iPad has

definitely helped

keep my mind

active”



Mrs L70’sStroke

sufferer

Never used a

keyboard

Using a special pen she is now

able to handwrite letters which

are converted to text…

…she can then email them to

her son who lives abroad

“Although I’m very

willing, I find the tablet

hard to use and

receive additional

support from my

speech therapist”



Mr S70’s

Carer for his

wife

Has slowly

Built up his

skillsWith help from his son he has

used online shopping and now

is able to do the supermarket

shop

He uses facetime to talk with

his family



Mrs B80’s

She has used the tablet for

watercolouring

“This is a new interest

for me and I enjoy it”

Uses facebook to keep an eye

of different members of her

family

What Has Worked?

• Developing understanding of customer needs• Corporate approach• Collaboration• Communication and listening – staff and

customers• Designing self-service around the user• GDS approach

What Hasn’t?

• Being too ambitious – having a realistic plan• Trying to tackle everything at once• Connectivity – continuing issue• Confidence and trust – ongoing journey• Expectation around levels of support

Lessons Learned

Practical tips

• Organisation wide approach• Having a realistic plan• Importance of usable and accessible digital

services• Staff skills and training• Knowing your customers• It’s not a quick fix• Designing usable and accessible online services

is key

Lessons Learned

Are we there yet?

Right Marge, I’ve paid my

council tax. But is it secure?

Oh yes Edith,

looks to me like its

using a secure

socket layer with

TrueCrypt

algorithms, over

https.

assisted digital: the east riding approach | amanda wilde | december 2014

Government & Nonprofit