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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:
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
