Information and AdviceDigital Services Team & Strategic Commissioning

My story of our journey so far….

The Elizabeth Tower (previously called the Clock Tower) more popularly known as Big Ben

Community Support (Strategic Commissioning) Away DayWest Faversham Community Centre

28 April 2015

Overview

I will talk for about 25 minutes. I prefer to take questions at the end please – to enable me to keep to time.

1) What Central Government expects.2) Guiding Principles of Information and Advice.3) Pitfalls and challenges.4) How the public behave and interpret messages.5) What Commissioning and Digital Services have

done in Kent.6) The 3 things you can do to make a difference.

In the beginning there was Digital by Default

People who need this support will be able to access a service face to face, by phone, or in another appropriate non-digital way, with someone either inputting their data into the digital system on their behalf, or helping them put their data into the digital service themselves”.

Source: Cabinet Office, Government Digital Service

https://www.youtube.com/watch?v=kvVaUBEibXo

“As part of the Government Digital Strategy, everyone who can use digital services independently will be encouraged to do so.

The 18% of people who are offline will use assisted digital support.

What Digital by Default means in Kent134,111 households are offline in Kent

745,063 households in Kent

1.4 million people in Kent

Source: 2011 Census

7 Guiding Principles of Information & Advice1) Define people by what they can accomplish, not what has limited

them.2) Enable people to live well, independently and for longer at home.3) Utilise the influence of families and friends (social capital). 4) Support carers and minority groups in ways that work for them.5) Facilitate the development of stronger, more connected communities. 6) Make better use of technology.7) Information for Professionals and Self funders too – “Tool for All”.

Digital exclusion

• Despite a rise in internet use the poor are still lagging behind.

• Missing out on educational attainment, claiming benefits, securing a job and saving money on household bills through ‘switching’ or paying online.

• A huge disadvantage for anyone - detrimental for people already disadvantaged.

Source: New Policy Institute http://npi.org.uk/blog/income-and-poverty/poorest-still-lag-far-behind-despite-rising-internet-access/

Pareto Principle

“80% of government interactions with the public take place with the most disadvantaged 25% of society. Failing to encourage everyone online keeps government costs high”.

Baroness Martha Lane-Fox of Soho, Co-founder of Lastminute.com and Digital Inclusion ChampionSource: http://www.21stcenturychallenges.org/60-seconds/what-is-the-digital-divide/

Pareto Principle - for many events, roughly 80% of the effects come from 20% of the causes.

Quantitative data (Digital traffic)

What does the quantitative data from gov.uk reveal about people?

Answer: Online people want a simple, clearer and faster experience

Most people start their search with Google

People are task focused.People do not browse.

“Care and support is changing for the better!”

Self funders assumed that changes only affected those eligible for local authority funded services.

People who were most interested in information about the changes were not in contact with any providers or ‘the system’.

People already accessing local authority funded services interpreted the messages negatively, equating it to cuts to services.

Public’s understanding of ‘Social Care’

• General negative association with the benefits culture.

• The only group who correctly understood the term were under 65 years and already in ‘the system’.

Source: Qualitative Research on Care and Support Reform – Communication and Message Testing (Birmingham, East Sussex, Hertfordshire, Manchester and Peterborough), Department of Health and Public Health England, October 2014

Opportunities Missed

• Health professionals were willing to provide information to patients but need an accessible and reliable source.

• Care Home staff agreed it is their duty to provide information to residents. They had a strong preference for leaflets.

• Home Care providers expressed the view that they are better placed [sic] to communicate changes to their customers.

 Source: Qualitative Research on Care and Support Reform – Communication and Message Testing (Birmingham, East Sussex, Hertfordshire, Manchester and Peterborough), Department of Health and Public Health England, October 2014

Government’s solution to a lack of information? “Provide even more information!”

noun: Nanny StateThe government regarded as

overprotective or as interfering unduly with personal

choice.

Nanny StateGovernments tend to want people to understand everything they might

possibly need to know in case something goes wrong.

“C’mon people, are we really so thick that we need to be told this?!” Alexander Smith, outraged on Twitter™

Source: Presentation on a user-led approach to web content based on the principles of simple, clearer, faster. Presented by Carla Scott, Project Manager – ASC & Public Health at East Sussex County Council, at the Adult Social Care Signposting Discovery Day held on 2 March 2015 in London.

What we have done in Kent

1. Start with

needs. Main reasons people phone

Contact Centre

9. Be consisten

t, not uniform

7. Design for

people not a screen

6. Build for

inclusion

8. Build digital services, not websites

5. Iterate. Then iterate again. Start small and test with real people.

2. Do less 4. Do the hard work to make it simple

10. Make things open: it makes things better

3. Design

with data

Step # 1 – Followed the Government’s 10 Design Principles

Digital Services Team and Strategic Commissioning met weekly

Digital Services A Team that fosters intuition, creativity and raising the bar

I sat with Digital Services. I felt part of the Team.

Step # 2 – We wrote less and said more

Theoretical Physicist (1879 – 1955)

Classification of services in Tool for All

Likely increase in dependency

Increase in costs

Specialist – complex, severe, enduring (less than 5% for dataset)Targeted – referrals needed, marginal high risk, hard to reach, disadvantaged (10%)

Universal – local, free, low-cost, peer support, self-help, user-led, on-line community (85%) 

~ Model widely used in Public Health and Social Care ~

Define people by what they can accomplish, not what has limited them

Tool for All went live on 1 April 2015

Addiction, Adjusting to hearing loss, Advocacy, Alcoholics Anonymous, Alzheimer’s, Amputation, Animals/pets, Bath seat, Befriending for older LGBT people, Bereavement, Care Homes, Casserole Clubs, Commodes, Consumer affairs, Crisis, Cults, Current affairs, Day centres for older people, Debt advice, Dementia and intimacy, Discharge from hospital, Discrimination, Dyslexia, Emotional distress, Employment, Families of prisoners and ex-offenders, Gender identity, GP telephone number, Gypsy, Roma and Travellers, Food banks, Hate crime, Health, Helpline, Help with Skype, Home Care

HIV and AIDS, Housing and homelessness, Human trafficking, Hungry , Immigration, i-readers, Legal, civil and welfare rights, Lip reading and sign language, Loops, Looking after someone, Low income, Meals delivered to your home, Memory clubs, Men, No Recourse to Public Funds, Occupations and forces, Palliative care, Pay day loans, Pregnancy, Private ambulances, Rape and sexual violence, Report a missing person, Sexuality, Smart phones and tablets, Smoke alarms, Stair lifts, Support for carers, Tele-care, Transport to a day centre, Walking frames, Winter shelters, Women

Build for inclusion (Design Principle 6)

Plain English, videos posted on YouTube and a recorded radio programme.

Tool for All feels JUST like kent.gov

Be consistent, not uniform. Use the same language and the same design patterns.(Design Principle 9)

…..with much broader categories (from Jenny Newton’s Grants spreadsheet) & shopping basket

Be consistent, not uniform. Use the same language and the same design patterns.(Design Principle 9)

…….with a map

Be consistent, not uniform. Use the same language and the same design patterns.(Design Principle 9)

Use the Tool for All.Give us your feedback.

Spread the word to your family, friends (social capital) and providers.

verb: MovementA series of organised activities by people with a common ideology, usually

political.Iterate. Then iterate again. Start small and test with real people (Design Principle 5).

3 things you can do

Do the hard work to make it simple (Design Principle 4)

“Torvill and Dean choreographed their own routines, something no ice dancers did in those days. There were many more restrictions in 1984 and yet freedom [sic] to create something unique”, D.D. Joe, YouTube, 2009.

‘Bolero’ – iconic winning routine, 1984 Winter Olympics, Sarajevo

Digital Services & Commissioning - TOGETHER we have achieved so much more!

Engineer, Industrialist and Founder of Ford Motor Company (1863 – 1947)

Make things open: it makes things better Share what you are doing whenever you can

(Design Principle 10)

• The Care Act has created a unique and historic opportunity for all of us to choreograph our own routine like Torvill and Dean.

• Just like the other people in KCC who started the journey before me - Emma Hanson, Karen Cook, Nigel Warner, Sholeh Soleimanifar, Steve Lusk, Michael Thomas-Sam, Digital Services Team and others, I too believe that tomorrow can be better than today.

• Everybody has a personal responsibility to make it so.

• Let us not let any disadvantaged person in Kent be left behind.

Thank you for listening

Leya KawambaStrategic Commissioning| Email: leya.kawamba@kent.gov.uk

http://local.kent.gov.uk/kb5/kent/directory/home.page

“The road to success is always under construction”. Steve Maraboli (Motivational speaker, bestselling author and behavioural scientist)

Andy KempARMS (KCC)

Contact Centre (KCC)Nick Merchant, Kensington & Chelsea

Jenny NewtonCarla Scott, East Sussex County Council

With special thanks to:

Questions or Comments?