Championing great design to improve lives | Daniel Letts | November 2014
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Transcript of Championing great design to improve lives | Daniel Letts | November 2014
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DCLG Warwick
Daniel Letts, Design AssociateDesign Council20 November 2014
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Championing great designto improve lives
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‘to promote by all practicable means the improvement of
design in the products of British industry’ - 1944
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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.”
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Design Council
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Design as aFramework to Innovate
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Design?
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The popular conception of design vs. all other concepts
Eli Blevis, 2006
vDecoration
All other concepts
v
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Our Approach
Design as a Framework to Innovate
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Innovating through design
DeliverSolutions which work
DevelopPotential solutions
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Innovating through design
DeliverSolutions which work
DevelopPotential solutions
DefineThe area to focus upon
DiscoverInsight into the problem
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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
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DeliverSolutions which work
DevelopPotential solutions
DefineThe area to focus upon
DiscoverInsight into the problem
Innovating through design
Being people centred
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Observation
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Observation
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Observation
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Observation
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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.
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DeliverSolutions which work
DevelopPotential solutions
DefineThe area to focus upon
DiscoverInsight into the problem
Innovating through design
Being people centred
Being visual
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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
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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
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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
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Conversations
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Information
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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.”
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Customer journey mapping
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Why visualise?
• Working visually makes things simpler.
• Making things simpler aids communication.
• Communication is key to developing ideas and innovating quicker and more successfully.
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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
![Page 31: Championing great design to improve lives | Daniel Letts | November 2014](https://reader034.fdocuments.in/reader034/viewer/2022042816/559608581a28abfc7b8b4587/html5/thumbnails/31.jpg)
Products
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Prototyping products
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Communications
Different levels of detail in prototyping
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Prototyping spaces
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Prototyping spaces & services
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Prototyping
Manage risk by trying things out quickly and cheaply.
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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.
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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
![Page 39: Championing great design to improve lives | Daniel Letts | November 2014](https://reader034.fdocuments.in/reader034/viewer/2022042816/559608581a28abfc7b8b4587/html5/thumbnails/39.jpg)
Service Design
Design for experiences that reach people through many different touch-points, and that happen over time.”
“
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Service Design
• Holistic & end-to-end
• Channel & touchpoint agnostic
• Cross silo & business ready
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Service Design
Delivering great customer experiences increasesrevenues, drives loyalty, and reduces the cost to serve.
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Service Design
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Service Design
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Service Design
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Service Design
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Service Design
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Blueprint
AWARE JOIN USE DEVELOP LEAVE
Face to Face
Online
Mobile
Call centre
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Blueprint
AWARE JOIN USE DEVELOP LEAVE
Face to Face
Online
Mobile
Call centre
3rd party
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Blueprint
AWARE JOIN USE DEVELOP LEAVE
Face to Face
Online
Mobile
Call centre
3rd party
FR
ON
T S
TA
GE
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AWARE JOIN USE DEVELOP LEAVE
Face to Face
Online
Mobile
Call centre
3rd party
FR
ON
T S
TA
GE
BA
CK
STA
GE
![Page 52: Championing great design to improve lives | Daniel Letts | November 2014](https://reader034.fdocuments.in/reader034/viewer/2022042816/559608581a28abfc7b8b4587/html5/thumbnails/52.jpg)
AWARE JOIN USE DEVELOP LEAVE
Face to Face
Online
Mobile
Call centre
3rd party
FR
ON
T S
TA
GE
BA
CK
STA
GE
Operations
Tech/IT
3rd party
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Blueprint
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Blueprint
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Customer journey map
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Customer journey map
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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.
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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
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Thank youfor further information at:
www.designcouncil.org.uk/leadership
[email protected] 7420 5275