breakout 1 digital public services - david dinsdale
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David DinsdaleE-Government Product DirectorAtos
From Good to Great in digital services
David Dinsdalee-Government Product Director 8th Dec 2011
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12/04/2023David DinsdaleAgenda
▶ Search
▶ User centred design
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12/04/2023David DinsdaleOnline search
What does great look like?
Key lessons
Search is a business issue not a technical issue.
Searching for information and searching to do things need managing separately.
Every online service needs a person with job title Taxonomy Manager.
As you fill your web site up, your customer journeys will deteriorate.
Customer journey – may span your organisational boundaries. Not my problem unlikely to be helpful e.g. a recommendation to phone someone.
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12/04/2023David DinsdaleUser centred design
▶ What are the best ways (methodologies) for designing new products?
▶ External idea contest
▶ Internal idea contest
▶ Disruptive technologies
▶ Focus groups
▶ Customer brainstorming
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12/04/2023David DinsdaleStage Gate international
‘Ideation for Product Innovation, what are the best methods?’ (http://www.stage-gate.com/knowledge.php)
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12/04/2023David DinsdaleLet’s design the My Car product
My Car product
▶ MOT - reminds me when my MOT is due, sends me contact details of who I did it with last time and offers of cheaper people this time.
▶ Insurance – reminds me a month in advance and sends me special offers at that time so I can change if I want.
▶ Car tax - allows me to pay by direct debit
▶ Fuel – has a ‘cheapest petrol near me’ app that shows petrol prices on a map within 5 miles of my current location.
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12/04/2023David DinsdaleUser centred design
▶ Product designers know how to do it, programmers rarely do.
▶ ‘Voice of the Customer’ - Rather than analysing web logs and usage trends, go and talk to people.
▶ Usability and user centred design are very different things.
▶ The product management industry have probably already worked out how best to do it.
▶ Products may involve other organisations, not just yours.