Co-Design - more than post-its and goodwill
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1Co-Design: More than just post-it’s and goodwill – ACT Youth Affairs Conference 2013
CO-DESIGN – MORE THAN POST-IT’S AND GOODWILL Understanding the key elements of a co-design process so you know what it is, what you should expect and what you should demand.
ACT Youth Affairs Conference 2013 - 28 November 2013
2Co-Design: More than just post-it’s and goodwill – ACT Youth Affairs Conference 2013
POST-IT’S AND GOODWILL
3Co-Design: More than just post-it’s and goodwill – ACT Youth Affairs Conference 2013
ABOUT US – DESIGN MANAGERS AUSTRALIA (DMA)
DMA is a Canberra-based specialist service design agency working with private, public, community and volunteer organisations.
What’s important to us• Making a difference to people's lives through services that may or
may not even be noticed by them - for all the right reasons.• Creating change that is needed and that makes things better.• Bringing together a range of voices and disciplines who can make
things happen - not just talk about it, but do it.
We have a strong track record• Working with people (staff, customers, community, change agents)• Deliver for strategic and operational areas• Co-designed service specifications for products and service
delivery, for internal and external users.
4Co-Design: More than just post-it’s and goodwill – ACT Youth Affairs Conference 2013
ABOUT US – WHY WE CO-DESIGN
Co-design makes it possible
to change the system through (sticky) steps
Co-design allows us to
navigate and understand complex
service systems
Co-design delivers on social
outcomes
5Co-Design: More than just post-it’s and goodwill – ACT Youth Affairs Conference 2013
ABOUT THIS SESSION
1. A Brief History of (Co)Design
2. Defining & Demystifying “Co-Design”
3. Co-Design Case Studies to Highlight Key Tools and Techniques
6Co-Design: More than just post-it’s and goodwill – ACT Youth Affairs Conference 2013
A BRIEF HISTORY OF (CO)DESIGN
7Co-Design: More than just post-it’s and goodwill – ACT Youth Affairs Conference 2013
A BRIEF AND VERY BROAD HISTORY OF (CO)DESIGN
Co-design as it is currently defined and discussed in the Australian public / community sector setting had origins in the US in the early 90’s and has evolved through practice to be a mature approach to the design of services and systems.
Exploring approaches - design research, prototyping and iteration.
• Establishing capabilities.
• Defining practice and methodology.
Design in strategic application - a way of thinking differently about complex problems.
• “Human-centred” design
• Schools of Design – IID, Standford
1960s-1990s
1990s-early 2000sApplication of Co-Design Practice in Aus/NZ public sector ATO, IRD – “administration” design, “service” design, User-centred design, UX design, interaction design.
• Product design as “design thinking” well-established - IDEO
• Emerging capabilities• Education Institutions –
d.School
2002ish-2004ish
The maturing of federal Public Sector Co-design approaches – ATO, Customs, Immigration, Human Services.
• Sharing approaches.• Public sector design
identity.
2004ish-2010ish
Transfer to a focus on local Service Systems – social enterprise, technology, local gov.
2011 - today
8Co-Design: More than just post-it’s and goodwill – ACT Youth Affairs Conference 2013
DEFINING & DEMYSTIFYING “CO-DESIGN”
9Co-Design: More than just post-it’s and goodwill – ACT Youth Affairs Conference 2013
DEFINING CO-DESIGN – YOUR EXPERIENCE
What do you think co-design is?
Do you have any experience? What was it like?
10Co-Design: More than just post-it’s and goodwill – ACT Youth Affairs Conference 2013
DEFINING CO-DESIGN WITHIN A CONTINUUM OF ENGAGEMENT
Communicate Consult Coordinate Collaboration
“Informing the public and
deliverers of service about
what is going to happen”
“Engaging with multiple people
to indirectly influence
outcomes”
“The bringing together of different and multiple working
elements for consolidation
towards a shared outcome”
“Multiple people working together in a mutually beneficial
and well-defined relationship to achieve a
common goal”
Co-design is the process of deliberately engaging users of the system, deliverers of services and other experts, being led by experts such as designers, to actively
understand, explore and ultimately change a system together.
11Co-Design: More than just post-it’s and goodwill – ACT Youth Affairs Conference 2013
Co-design is an approach that can be utilised in a range of design disciplines and processes. It is about designing with people. The right people.
CO-DESIGN AS AN APPROACHDESIGN PROCESS AS A DISCIPLINE
12Co-Design: More than just post-it’s and goodwill – ACT Youth Affairs Conference 2013
DEFINING SERVICE DESIGN
Service Design isthe conscious & creative
process of crafting meaningful connections… (be they tangible touchpoints and interactions, or more intangible
experiences)
…between user, business/provider/govern
ment goals and outcomes (be they effective and efficient
operations, social good/improvement, or positive
profile).
DesirabilityHuman Factors
ViabilityBusiness Factors
FeasibilityTechnical Factors
Service Designconnects/
integrates the three areas
13Co-Design: More than just post-it’s and goodwill – ACT Youth Affairs Conference 2013
THE CONNECTION OF SERVICE DESIGN AND CO-DESIGN
Co-design as an approach is critical
throughout
14Co-Design: More than just post-it’s and goodwill – ACT Youth Affairs Conference 2013
DEFINING A SERVICE
Touchpoints PathwaysPeople Goals
15Co-Design: More than just post-it’s and goodwill – ACT Youth Affairs Conference 2013
WHY IT’S IMPORTANT TO CO-DESIGN PUBLIC SERVICES
“I don’t have very high expectations - if it
works, it’s good”
“I have a knot in my stomach”
“They have the resources and
responsibility to make it easier”
“With government, simplifying doesn’t
always mean no hassle”
“I’m OK with less frills if I can just get it done”
16Co-Design: More than just post-it’s and goodwill – ACT Youth Affairs Conference 2013
HOW WE DEFINE CO-DESIGN – TAKING ON SOME MYTHS
• Users are always right.
• We should give people what they want.
• If we’ve engaged users in our process that is co-design.
• If I’m part of a co-design process I get to determine what the result is.
• Co-design and a citizen-centric approach are the solution to complex problems.
• Co-design is about technology and digital outcomes.
• Co-design can be applied to anything.
17Co-Design: More than just post-it’s and goodwill – ACT Youth Affairs Conference 2013
TOOLS & TECHNIQUES
Four Case Studies to Illustrate Co-Design Activity
18Co-Design: More than just post-it’s and goodwill – ACT Youth Affairs Conference 2013
KEY COMPONENTS OF CO-DESIGN – PEOPLE
PROTOYPING, ITERATION, COLLABORATION
Prototyping is about visually and tangibly putting together a working model of a concept in order to quickly test out various aspects of a design, illustrate ideas or features, and gather early feedback.
• Sketches, hi-fi, lo-fi working models• Participatory workshops with groups of users or
staff• Focus groups or forums
RESEARCH, OBSERVATION, ENGAGEMENT
Research that utilises a variety of techniques to explore directly with users their experience for the purpose of understanding what people think, do and use.
• One-on-one in-depth interviews• Indirect observational approaches • Background research
19Co-Design: More than just post-it’s and goodwill – ACT Youth Affairs Conference 2013
CASE STUDY 1 – SERVICE DELIVERY TO MÄORI TECHNIQUE: RESEARCH
20Co-Design: More than just post-it’s and goodwill – ACT Youth Affairs Conference 2013
CASE STUDY 2 – GENDER BALANCE ON BOARDSTECHNIQUE: PROTOTYPING
21Co-Design: More than just post-it’s and goodwill – ACT Youth Affairs Conference 2013
KEY CO-DESIGN ARTEFACTS – MEANING MAKERS
FUTURE STATE EXERIENCE MODEL
A representation that maps the shifts of experience from a customer perspective, building on current experience understanding, business drivers, service principles and the value proposition offered by the organisation.
CUSTOMER EXPERIENCE MAP
A representation of the service journey of a customer. It shows their perspective from the beginning, middle and end as they engage a service to achieve their goal, showing the range of tangible and quantitative interactions, triggers and touchpoints, as well as the intangible and qualitative motivations, frustrations and meanings.
USER TYPOLOGIES
Evidence-based descriptions of the expectations, behaviours and motivations of types of people who will be using a service:•Who they are (in relation to the service).•How they operate (within the system).•What they expect.•What frustrates them.
SERVICE BLUEPRINT
A schematic diagram that shows how different service components link into each other – showing the different touchpoints and options customers have to choose from and how the internal workings of an organisation supports those choices.
22Co-Design: More than just post-it’s and goodwill – ACT Youth Affairs Conference 2013
CASE STUDY 3 – MATERNITY AND CHILD HEALTHTOOL: CUSTOMER EXPERIENCE MAP
23Co-Design: More than just post-it’s and goodwill – ACT Youth Affairs Conference 2013
EXPERIENCE MAP EXAMPLE
24Co-Design: More than just post-it’s and goodwill – ACT Youth Affairs Conference 2013
CASE STUDY 4 – ONLINE GOVERNMENT ACCOUNTTOOL: USER TYPOLOGIES
25Co-Design: More than just post-it’s and goodwill – ACT Youth Affairs Conference 2013
TYPOLOGY EXAMPLE
26Co-Design: More than just post-it’s and goodwill – ACT Youth Affairs Conference 2013
CO-DESIGN
More than Post-it’s and Goodwill
27Co-Design: More than just post-it’s and goodwill – ACT Youth Affairs Conference 2013
Co-design is the process of deliberately engaging users of the system, deliverers of services and other experts, being led by experts such as designers, to actively
understand, explore and ultimately change a system together.
28Co-Design: More than just post-it’s and goodwill – ACT Youth Affairs Conference 2013
CO-DESIGN OUTCOMES
Works / Doesn’tElegant / Isn’t
Correct / IncorrectFits / Doesn’t
Sustainable / Isn’tBetter / Isn’t
From Charles Owen
29Co-Design: More than just post-it’s and goodwill – ACT Youth Affairs Conference 2013
Thanks!
Mel Edwards@skewiff
Justin Barrie@JustinBarrie
@DMA_Canberradesignmanagers.com.au