user centered design in victorian government
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Jithma Beneragama Director - Digital Engagement Department Premier & Cabinet, Victoria
@JBMelbs
DESIGNING BETTER GOVERNMENT INFORMATION AND SERVICES
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•Source: dilbert.com
SERVING THE CUSTOMER WITH EMPATHY
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SHARING THE JOURNEY
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THE APPROACH
Stakeholder interviews
Observing cultural probe
Analysing cultural probe
Involvement in workshops
Refinement of insights
Involvement in workshops
Involvement in jams and production
Development of tools
Victorian Government Involvement
JAMS & PRODUCTION ORGANISATION DESIGN WORKSHOPS
CUSTOMER DESIGN WORKSHOPS
ONLINE CULTURAL
PROBE
IMMERSE & AUDIT
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OUR FINDINGS
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DEMOGRAPHICS DO NOT DICTATE BEHAVIOUR
CUSTOMERS USE DIGITAL FIRST
CUSTOMERS ARE OUTCOME FOCUSED
KEY CUSTOMER INSIGHTS
CUSTOMERS ARE EMOTIONAL ABOUT GOVERNMENT SERVICES
PEOPLE ARE TIME POOR
PEOPLE UNDERSTAND GOVERNMENT DIFFERENTLY
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NOT PERSONAS, NEEDS STATES The research has shown that demographics do not provide a reliable indication of how customers behave during their interactions with government. Thus, typical personas are not a useful tool for designing new services.
Step 1 Step 2 Step 3 Step 4 Step 5 Step 6
Customer 1
Customer 2
Customer 3
Customer 4
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THE CUSTOMER JOURNEY
There are three different types of journey that the customer encounters when interacting with Government. customers’ needs in each type of journey are different. For us to provide the best possible customer experience, we must understand the needs of customers within these journeys and purposefully design for them.
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In the customer journey with Government information and services, there are six need states where customers display similar behaviours. Primary channels, secondary channels, associated pain points and behaviours in the transition between these channels can be identified according to the specific need state a customer is in.
THE NEED STATES
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DESIGN PRINCIPLES
Use these design principles to guide the design or innovation of information and services. Developed in response to the research into customer journeys and need states, the principles are relevant across all Government Departments and teams. All principles are of equal importance
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BUILDING A CUSTOMER-CENTRIC ORGANISATION
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THE SYSTEMS
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FROM LITTLE THINGS BIG THINGS GROW
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INTERNAL DESIGN SPRINTS
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CITIZEN CO-DESIGN
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INDUSTRY COLLABORATION
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OUR TOOLS
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THE TOOLS
Journey Mapping
Ideation Framework
Evaluation Framework
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REFERENCE CARDS
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The full suite of tools and supporting research can be accessed at:
http://www.vic.gov.au/blog/manuals-tookits/designing-better-
government-information-and-services/
DOWNLOAD OUR TOOLS
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Thank you
@JBMelbs
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