championing great design to improve lives | daniel letts | november 2014

DCLG Warwick

Daniel Letts, Design AssociateDesign Council20 November 2014

Championing great designto improve lives

‘to promote by all practicable means the improvement of

design in the products of British industry’ - 1944

The Design Council today

Design Commission Restarting Britain (2013) report states:

“The challenge for the coming decade is how best to ensure that public services are reformed swiftly to meet 21st century needs at a cost that taxpayers can sustainably afford.

We believe significant rewards- in terms of maximising policy effectiveness and lowering overall costs – could be reaped by the public sector taking a proactive, deliberate and professional approach to ‘designing’ what it does for its citizens.”

Design Council

Design as aFramework to Innovate

Design?

The popular conception of design vs. all other concepts

Eli Blevis, 2006

vDecoration

All other concepts

v

Our Approach

Design as a Framework to Innovate

Innovating through design

DeliverSolutions which work

DevelopPotential solutions

Innovating through design

DeliverSolutions which work

DevelopPotential solutions

DefineThe area to focus upon

DiscoverInsight into the problem

DeliverSolutions which work

DevelopPotential solutions

DefineThe area to focus upon

DiscoverInsight into the problem

Innovating through design

Being people centred

Being visual

Being collaborative & iterative

DeliverSolutions which work

DevelopPotential solutions

DefineThe area to focus upon

DiscoverInsight into the problem

Innovating through design

Being people centred

Observation

Observation

Observation

Observation

Why be people centred?

• Don’t create ideas in a vacuum.

• Seek to understand people’s needs….by spending time with them.

• Observing people and their environments up close can reveal fresh opportunities to innovate.

DeliverSolutions which work

DevelopPotential solutions

DefineThe area to focus upon

DiscoverInsight into the problem

Innovating through design

Being people centred

Being visual

What’s this?

Quadruped. Graminivorous, forty teeth, namely twenty-four grinders, four eye-teeth, and twelve incisive. Sheds coat in the spring; in marshy countries, sheds hoofs, too. Hoofs hard, but requiring to be shod with iron. Age known by marks in mouth”

“

Charles Dickens – Hard Times

How many 0s are there?

3 8 2 8 5 4 2 1 6 3 75 7 9 3 4 0 8 0 5 6 82 1 3 0 2 7 9 4 0 7 21 7 0 6 3 9 5 8 2 0 6 4 1 0 2 7 5 6 2 8 0 99 3 0 9 7 2 8 4 1 0 6 3 9 6 0 1 8 2 3 0 9 57 1 9 2 4 0 6 0 8 2 73 8 2 8 5 4 2 1 6 3 7

How many 0s are there?

3 8 2 8 5 4 2 1 6 3 75 7 9 3 4 0 8 0 5 6 82 1 3 0 2 7 9 4 0 7 21 7 0 6 3 9 5 8 2 0 6 4 1 0 2 7 5 6 2 8 0 99 3 0 9 7 2 8 4 1 0 6 3 9 6 0 1 8 2 3 0 9 57 1 9 2 4 0 6 0 8 2 73 8 2 8 5 4 2 1 6 3 7

Conversations

Information

Lindsey Craig, Project Team, Lewisham Housing Options Centre

“ The customer insights we captured through the design techniques achieved more than a thousand words ever could.”

Customer journey mapping

Why visualise?

• Working visually makes things simpler.

• Making things simpler aids communication.

• Communication is key to developing ideas and innovating quicker and more successfully.

DeliverSolutions which work

DevelopPotential solutions

DefineThe area to focus upon

DiscoverInsight into the problem

Innovating through design

Being people centred

Being visual

Being collaborative & iterative

Products

Prototyping products

Communications

Different levels of detail in prototyping

Prototyping spaces

Prototyping spaces & services

Prototyping

Manage risk by trying things out quickly and cheaply.

Why collaborate & iterate through prototyping?

• Testing an idea early helps manage risk.

• Quick and cheap mock-ups provide early feedback and can save money.

• Almost anything can be prototyped to test thinking before bigger investments are made

• Encourages ‘smart’ failure.

DeliverSolutions which work

DevelopPotential solutions

DefineThe area to focus upon

DiscoverInsight into the problem

Innovating through design

Being people centred

Being visual

Being collaborative & iterative

Service Design

Design for experiences that reach people through many different touch-points, and that happen over time.”

“

Service Design

• Holistic & end-to-end

• Channel & touchpoint agnostic

• Cross silo & business ready

Service Design

Delivering great customer experiences increasesrevenues, drives loyalty, and reduces the cost to serve.

Service Design

Service Design

Service Design

Service Design

Service Design

Blueprint

AWARE JOIN USE DEVELOP LEAVE

Face to Face

Online

Mobile

Print

Call centre

Blueprint

AWARE JOIN USE DEVELOP LEAVE

Face to Face

Online

Mobile

Print

Call centre

3rd party

Blueprint

AWARE JOIN USE DEVELOP LEAVE

Face to Face

Online

Mobile

Print

Call centre

3rd party

FR

ON

T S

TA

GE

AWARE JOIN USE DEVELOP LEAVE

Face to Face

Online

Mobile

Print

Call centre

3rd party

FR

ON

T S

TA

GE

BA

CK

STA

GE

AWARE JOIN USE DEVELOP LEAVE

Face to Face

Online

Mobile

Print

Call centre

3rd party

FR

ON

T S

TA

GE

BA

CK

STA

GE

Operations

Tech/IT

3rd party

Blueprint

Blueprint

Customer journey map

Customer journey map

Risk management

£1 - £10 - £100For every £1 spent solving a problem in design stage, it costs £10 to tackle in development and £100 to rectify after launch.

Design Council support

Sustained design coaching for teams around a service or organisational challenge :

• Coaching with a team for 6-9 months, to frame a challenge, identify solutions and embed new ways of working

• Match funded by the Department for Business, Innovation and Skills• More than 30 public bodies coached to date• Issues include hospital pharmacy and homelessness services

designcouncil.org.uk/our-services/service-transformation

Thank youfor further information at:

www.designcouncil.org.uk/leadership

leadership@designcouncil.org.uk020 7420 5275