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Journey to the Interface The Journey to the Interface Engagement and The Journey to the Interface How public service design can connect users to reform co-production will grow From cleaning the streets to checkouts, from public, private and voluntary sectors, Journey to looking after our elderly parents to selling the Interface makes the case for a fresh approach only out of a deeper, us holidays, more than 20 million people in the to public service reform – an approach that is less UK work in service. The ‘service economy’ now about competition and contestability and more accounts for 72 per cent of our gross domestic about closing the gap between what people want richer understanding of product. Most of us work in service; all of and need, and what service us depend on it. But expansion of the service organisations do. sector has not heralded a service revolution. This pamphlet argues that service design how services relate in Too often people’s experiences of service can offer policy-makers and practitioners a vision Sophia Parker are alienating and frustrating. for the transformation of public services, as well practice to people’s Drawing on the principles and practices as a route to get there. It outlines an agenda of the emerging discipline of ‘service design’, for action that spells out how service design this pamphlet argues that the common challenge approaches can be applied systemically. and everyday lives that all service organisations face is how to create Sophia Parker is deputy director of Demos. more intimate and responsive relationships with Joe Heapy their users and customers. Drawing on over Joe Heapy is a director of Engine. 50 interviews with service innovators from the The Journey to the Interface How public service design can connect users to reform barcode Sophia Parker Joe Heapy Acknowledgements Sophia Parker, deputy director of Demos We are very grateful to PricewaterhouseCoopers LLP for supporting Sophia is deputy director at Demos. She works on organisational this project. Thanks in particular go to Nick Jones, Andrew Knott, strategy and business development, which involves developing new Duncan Lampard, Ed Straw and Seema Malhotra for making it such a partnerships and research priorities. She has a specific interest fruitful collaboration, and for offering invaluable advice, constructive in service design – looking at ways in which public services such criticism and research leads throughout the project. as education and health can be designed from the user outwards, There are countless individuals in the many organisations we visited and Demos’s families and parenting work, which she leads on. who gave generously of their time and thoughts. Our conversations Before joining Demos, Sophia was development manager with with them have provided the backbone to this piece of work. A full list the Design Council’s learning programme, which used design-based of contributors can be found on pages 109–111, and we are indebted participatory methodologies to engage with practitioners and to them for the time they spent talking to us and participating in policy-makers. She has also worked as a civil servant at the Cabinet our workshops. For now, thanks to Joel Levy, Jim Maxmin and Deborah Office, where her projects included the consultation ‘Equality Szebeko for their support in framing the project. Their insights, ideas and diversity: making it happen’ and the development and bringing and inspiration made all the difference in the early stages of the to fruition of the Sex Discrimination (Election Candidates) Act. research. Also to Lynne Maher, John Proctor and Isobel Rickard for Sophia is co-author of Disablism: How to tackle the last prejudice providing us with the rich material for our extended case studies. (Demos, 2004), Strong Foundations: Why schools must be built They helped us to see how powerful service design principles can be on learning (DfES, 2006) and The Other Glass Ceiling: when put into practice. Alison Miller and Paul Rigg made it possible The domestic politics of parenting (Demos, 2006). to bring together the fantastic group of local authorities that we worked with. At Engine, huge thanks to Oliver King for his advice and Joe Heapy, director of Engine Service Design reassurance, and to Kate Dowling for her ongoing support and good Joe is a co-director of the service design consultancy, Engine, and humour. Elena Oliva deserves a very special mention for her patience. is an advocate of the social value of design in improving people’s lives. At Demos, we would have been lost without the research and As a strategist, he looks at how best to marry business objectives with coordination effort of Sophie Middlemiss. Her cool and calm approach evolving consumer expectations and needs. Joe has worked with many kept us going throughout an intensive phase of research. As ever, of Engine’s clients including Orange, MSN, BUPA, Visa, BT and Tom Bentley, John Craig, Catherine Fieschi and Simon Parker made the Guardian newspaper. Founded in 2000, Engine has approached incredibly valuable contributions to the writing of the report and the design of services by using design-led methodologies that put users we feel very lucky to have such a stellar cast of colleagues. at the centre of the process. Engine recently helped Orange to develop Lastly, thanks to Claudia Boldt, Julie Pickard and Martin Vowles a European customer experience strategy for its retail operations for working with us to turn a lot of words into the good-looking and has been working with Virgin Atlantic on its development pamphlet you are now holding in your hands. As ever, all errors and at Heathrow’s Terminal 3. Engine has worked with Demos and DfES omissions remain our own. – and 30 headteachers – to develop Picture This!, a workshop toolkit for use by schools in planning for a future of more personalised Sophia Parker learning. Joe has also worked with six schools in the UK to instigate Joe Heapy design projects involving staff and students in improving their experiences of being at school. July 2006 About Demos Who we are Demos is the think tank for everyday democracy. We believe everyone should be able to make personal choices in their daily lives that contribute to the common good. Our aim is to put this democratic idea into practice by working with organisations in ways that make them more effective and legitimate. What we work on We focus on six areas: public services; science and technology; cities and public space; people and communities; arts and culture; and global security. Who we work with Our partners include policy-makers, companies, public service providers and social entrepreneurs. Demos is not linked to any party but we work with politicians across political divides. Our international network – which extends across Eastern Europe, Scandinavia, Australia, Brazil, India and China – provides a global perspective and enables us to work across borders. How we work Demos knows the importance of learning from experience. We test and improve our ideas in practice by working with people who can make change happen. Our collaborative approach means that our partners share in the creation and ownership of new ideas. What we offer We analyse social and political change, which we connect to innovation and learning in organisations. We help our partners show thought leadership and respond to emerging policy challenges. How we communicate As an independent voice, we can create debates that lead to real change. We use the media, public events, workshops and publications to communicate our ideas. All our books can be downloaded free from the Demos website. www.demos.co.uk First published in 2006 About this pamphlet © Demos This pamphlet grew out of a series of conversations about projects in our Some rights reserved – see copyright licence for details respective organisations. We realised that many of the organisations we were ISBN 1-84180-164-X working with – Demos in the public sector and Engine in the private sector – faced a similar set of challenges around the provision of great service. This Copy edited by Julie Pickard led us to explore whether or not there are some common principles of service Design by Ispeaktoyou innovation. www.ispeaktoyou.co.uk The Journey to the Interface brings together what Demos and Engine have Illustrations by Claudia Boldt learnt from working with service organisations, along with the contributions www.claudiaboldt.com of over 50 professionals from private, public and voluntary organisations and Printed by Upstream, London a number of independent experts in service design. The purpose of the pamphlet is to bring together and organise some of the language and concepts of user-centred service. We have couched this work in the context of the For further information and priorities for public service reform in coming years. subscription details please contact: We hope that the pamphlet provides a useful resource for service organisations, as well as a conceptual framework for approaches to reform. Demos In that spirit, each of the core chapters (1, 2 and 3) concludes with a set Magdalen House of challenges – questions people can ask to test the extent to which their 136 Tooley Street organisation is focused on creating deep relationships with their users – and London SE1 2TU some shared language for service innovation. After each of these chapters you will find case studies of public service organisations that are putting some telephone: 0845 458 5949 of the principles described here into practice. And at the end of the pamphlet email: [email protected] there is a glossary – a ‘shared language of service’ – that summarises web: www.demos.co.uk the new concepts we introduce here. Although many of the tools and concepts described here can be applied to existing organisations, the transformative potential of service design as an approach really comes to life only if it is applied at a systemic level.
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