Policy lab user centred insight monday 23rd feb

Generating

user insight

Open Policy Week23rd February 2015

Structure

Introduction to Policy Lab1

2

3

User centred design – insight generation

Workshop tasks

Intro to Lab &

our approach

Intro to Lab &

our approach

What is Policy Lab?

We are a creative space where

policy teams can develop the

skills and knowledge to develop

policy in a more open, digital

and user-centred way.

@PolicyLabUK

Intro to Lab &

our approach

What do we do?

We are proving ground for open

policymaking tools and

techniques. Through practical

projects and one-off

experiments, we test, refine and

evaluate new tools and

methods.

Intro to Lab &

our approach

Collaborative approach

We help key decision makers in

Government and public services

to view their efforts from outside

in, bringing clarity through

different perspectives – including

from users of services. We bring

together different experts,

working with the public and

frontline professionals.

Intro to Lab &

our approach

How do we work?

Demonstration projects

Provide specialist support for

policy teams who are interested

in applying new thinking and

approaches to real policy

challenges.

Intro to Lab &

our approach

How do we work?

Lab Light

Is an opportunity for policy

makers to quickly try out

experimental techniques, from

data science to co-design,

building confidence, skills and

new knowledge.

Intro to Lab &

our approach

What we’ve done so far

Since Policy Lab was launched in April we have:

• Demonstrator projects:

• Launched six projects with departments on:

• Crime reporting and follow up support

• Family mediation

• National Insurance Numbers for young people

• Health & employment outcomes

• Free childcare

• Civil Service learning

• Used these projects to develop a toolkit to share with civil servants

• Run ‘Lab light’ co-design sessions with 1000+ civil servants and organised a

Northern Futures Ideas Day across 8 venues in the North

User-centred

design

Transport

Public

Services

Police

Healthcare

Transport

The

User

Police

Healthcare

Transport

The Interactions

Police

Healthcare

Or touchpoints

Great services

have great

touchpoints

Ethnography

Observation

Shadowing

Service safaris

User journey mapping

Interviews

Surveys

User behaviour User needs

INSIGHT

Stages of the

design process

Discover scope Develop proposals

Stages of the

design process

Discover scope Develop proposals

Journey mapping

Observation

Service safaris

Interviews

Stages of the

design process

Discover scope Develop proposals

Co-design

Observation

Prototyping

Why get insight

from users?

• Understands the real world

• Reduces waste

• Breaks down silos

• Inspires ideas?

Understand whypeople act or feel as they do

Why user centred design?

http://newsingeneral.com/wp-content/uploads/2014/03/Google-Maps.jpg

Reduces waste by only providing what people need and not what they don’t need

Why user centred design?

http://cellar.org/attachment.php?attachmentid=38795&d=1337348766

Reduces waste by testing prototype ideas before expensive pilots

Why user centred design?

Focusing on user breaks down departmental silo working

Why user centred design?

Sparks ideas

Why user centred design?

http://ana-white.com/2011/04/farmhouse-bedside-table

Focus of today

Discover scope Develop proposals

Journey mapping

Observation

Service safaris

Interviews

• Help you understand the person that you are designing a service or policy for

• Think about their characteristics – but also their personal life: motivations, how they experience the service, and favourite TV show!

Personas

Personas

Vital stats

Name:

Age:

Occupation:

Fave TV show:

Attitude to health:

Aspirations and motivations:

Hobbies:

“What I would most likely say”

• Talks through how someone has experienced a service: Before – during – and afterwards

• Identifies ‘moments of magic’ and ‘points of pain’

• Asks people not only what happened but how they felt

Journey mapping

Journey mapping

before during after

Observation

• How people act is often different from what people say

• Document everything (photos, video recording)

• Ask someone to explain what they are doing

• Look at the environment around them

Service safaris

• Become the user and experience the service yourself

• Note down ‘moments of magic’ or ‘points of pain’

• Use to identify what is wrong…

• …or learn from people doing it right!

Interviews

• Ask people why they act or feel a certain way (about a service)

• Ask open questions

• Don’t ask leading questions

Introduction to OPM & Policy Lab

What is user-centred design?

The Challenge: Create user insight to

design a new service

1. Create a persona

2. Get some insight

• User journey

• Service safari

• Observation

• Interviews

3. Analyse findings & prepare your pitch

4. Present!

13:00 – 13:10

13:10 – 13:20

Agenda

Develop: service propositions

13:20 – 13:35

13:35 – 14:25

14:25 – 14:40

14:40 – 15:00

To generate insight in order to develop a

new healthy living service for people who

work around Westminster

1 minute feedback per group: tell us about a

challenge and an opportunity

- Focus on insights, challenges, opportunities

- Ideas are fine, but not solutions just yet

Email observations to:

beatrice.andrews@cabinetoffice.gov.uk

Your task for today

Develop: service propositions

If we had longer…

Develop: service propositions

User JourneyMapping

User Journey

Mapping

before during after

Testing andPrototyping

Problems Ideas Prototype

User Journey

Mapping

Co-design

• Get users to design the service that they want

Testing prototypes

• Get some immediate feedback on ideas

• ‘Making’ them real and tangible allows people to respond better

Generating

user insight

Open Policy Week