The workshop that Lizzie and I delivered went down pretty well, I think. You can find out for yourself by watching it back.
It’s a quick canter through different methods of undertaking user research, aimed at those new to the whole idea. I think user research is a super-important thing for digital teams to get involved with as quickly as possible, because it’s a cultural game changer. If you want to be more user-centric in your work, there’s no better way of doing it than actually speaking to, and understanding, your users.
One of the elements of the Loosemore definition of digital that doesn’t get as much coverage as the rest is the bit about business, or operating, models. That’s probably because it’s really hard.
I think it is fair to say that this really is just the start of this conversation, but I really hope that folk can take inspiration from what Eddie shares in terms of thinking about how certain services could be completely transformed from the ground up.
As I explained in this post, it isn’t always going to be possible to be truly transformative, and sometimes less ambitious approaches are more suitable. But I think every council needs to have this kind of thinking in their lockers, ready to take the opportunities as they arise.
User research is one of the most important stages of any successful digital project. However it often gets missed, and that’s often because people just aren’t used to doing it.
Involving service users in research and testing is a big cultural change for organisations, and takes a fair bit of confidence to start doing for the first time.
In this workshop, Lizzie Bruce from Cake Consultancy joins me to introduce common user research methods, as well as some less well known ones.
We will also talk through how to arrange user research sessions for the first time – where to host them, how to recruit users, how to record sessions and turn them into actionable insights.
At the end of the workshop you will feel more confident about:
Including user research activities as part of your digital project
Choosing the best user research methods to meet your objectives
Setting up your user research sessions, in terms of location, equipment and practicalities
Following on from the workshop I ran with LGiU last week on digital for leaders (which went very well, thank you for asking), I shared a few bits with the delegates – further reading, if you will.
Part of that was a set of videos on YouTube that cover some of the important areas that folk in senior positions really need to understand, delivered by people with far greater expertise than me.
Here they are – try and get them in front of your senior leadership team, if you can, and book in a chat with them shortly afterwards to help them apply it to your organisational context!
1. Digital Government: Not Complicated, Just Hard – Tom Loosemore
2. Applying digital to everything – Janet Hughes
3. Situation Normal, Everything Must Change – Simon Wardley
4. Human-Centered Data Transformation – Kit Collingwood
5. Designing government services that meet user needs – Martin Jordan
For any digital transformation effort to be a success, it needs to have a organisation that is open to change to work with.
This is often a bit of a stumbling block, because even if you have an amazing digital team and a kick-ass programme in place, if the people across the organisation don’t understand what you’re on about, then you’re in trouble.
This is why one of the projects you need to initiate early on is a digital capability programme. This should provide just enough digital knowledge, understanding and – most important – confidence in the people you work with to keep things running smoothly.
There are a few different ways to approach this. Here’s some of the things I have found work well – you can pick and choose and adapt as you see fit!
Build your leaders’ digital confidence
There is no getting around the fact that you must have the buy in from senior people in your organisation. In fact, buy in doesn’t really cut it – they need to own this thing. Oftentimes leaders -whether they be politicians or senior management types – need a regular reminder of what really matters when it comes to digital and what they need to do to support this.
What I have found is that a one-off workshop is great for getting some excitement and momentum, but it’s really, really easy for that to dissipate if you don’t follow it up. I’d recommend getting workshops booked in for every other month with your most senior management team, if you can.
Another idea is to put in place a form of one to one coaching for senior people. Often they might not be willing to confess to not knowing things within a group context, so providing a safe space where they can perhaps be a little more vulnerable might be a good idea. It also helps foster your own relationship with them and builds trust, and gives you the chance to help them take a long term view of their need for understanding and commitment to the digital cause.
Digital champions or advocates
Building a network of enthusiastic and knowledgeable digital people across your organisation can be an incredibly useful way to spread goodwill about your efforts in departments other than your own. It’s really important though to avoid ‘milk monitor syndrome’ in creating yet another opportunity for people to volunteer for something nobody wants to do. One way to do this is to maybe avoid titles like ‘champions’ and instead go for something newer sounding – I like ‘advocates’.
One key thing is to engage with the already-enthused. Any network or community of practice like this will die a death if people feel they are forced to be there. Find those hidden, motivated digital enthusiasts who want to be a part of something and will make change happen because they want to.
Some of the things you can do to make your advocates network something people might actually want to join:
Run face to face events as well as online networking to build trust in the network
Make things available to your advocate network that other’s don’t get – whether early access to new digital services, learning and development opportunities or even just a sticker for their laptop
Organise an excursion – maybe to visit another similar organisation to yours to see how they do things, or perhaps to a digital company in another sector
Big thanks to the digital doers community for their help in sharing what has worked for them building these internal enthusiast networks.
10 things you need to know
This is something I have been banging on about for a while, and I have seen it – or similar – done really well in a couple of places. To me there is a basic amount of knowledge that you would want everybody in the organisation to know about digital and transformation. Not the specifics on how to use certain products or services, or even how to run agile ceremonies or user research, but instead focusing on the big picture things people really need to understand to ‘get’ what you are trying to achieve.
This could be delivered in a number of ways, but I like the scalability of an e-learning course, one that could be pitched to anyone in the organisation, from the CEO to front line workers. It should give everyone the core knowledge they need, so you can move quickly when working with other service areas.
Internal blogging or newsletter
Working in the open makes things better, we know this. However sometimes we can work more openly internally, to let people know what we are up to. It’s a great way to spread your cultural tentacles, whether in the form of a regular newsletter or an internal blog. It helps you ‘show the thing’ to a wider audience than can attend show and tells, for instance, and can bring your weeknotes to more people’s attention.
You might worry that people won’t be interested but my experience is that people are way more interested than you assume they are – and if you can add some character and humour to your comms, that will help a lot too.
Come along for the ride
A final idea is to get people from other departments involved in the work you are doing even if they wouldn’t ordinarily be a part of the project. Digital volunteering, in other words. Say you have someone who you’d like to expose to agile delivery methods – why not invite them to play a role on the team, attend the ceremonies, and deliver some of the work. There is no better way of learning this stuff than by doing it and being surrounded by others doing it, and creating a way for people to get experience of it before being involved in a project they are truly responsible for is a great approach.
The importance of inclusion
I can’t finish this article without flagging up the importance of taking an inclusive approach to your capability building. People’s backgrounds can have a huge impact on how they engage with change and new ways of looking at work, and it’s important to ensure that whatever training, workshops or other learning activity you put in place acknowledge this and are built around the needs of those engaging with it. Take the time to understand the people you are going to be working with, and demonstrate that digital doesn’t just mean churning out cookie-cutter experiences using technology.
In other words, your capability programme should be a great exemplar of user centred design itself!
Here’s the recording of the workshop I ran this morning which looked at using a simple template to find out more about the service we are looking to digital redesign.
We used the example of reporting fly tipping, as well as having a general chat towards the end about how best to engage with service managers when embarking on transformation work.
Even if we adopt Tom Loosemore’s definition of digital – and we should – it’s still necessary to interpret it in the context of the service you are looking to digitise.
I’ve worked out a really simple framework for thinking about this, by dividing the options into three distinct levels, or approaches to, digital change. None is necessarily right or wrong, but it’s always likely that one is more appropriate to achieving the outcome you desire for a particular service, in a particular context. Moreover, they shouldn’t be seen as fixed – instead, you can evolve a service through the levels as context changes. The levels are digital access, digital redesign and digital transformation.
Digital access
Digital access simply means taking a process that currently doesn’t work on the internet, and making sure that it does. Much of the digital work before around 2012 was of this nature, often called things like ‘e-government’ or, later, ‘channel shift’. A lot of the early efforts were based on putting electronic versions of forms on a website, often as a PDF, which would have to be printed out, filled in with a pen and then returned, either by scanning and emailing or, most likely, sticking it in the post.
That sort of thing isn’t really good enough these days, and so the more modern approach is to have online web-based forms that the user can complete there and then. It’s quick and simple and does one of the most important things – it makes things convenient for the user, at least at the start of the process.
The downside is that these forms when used just for digital access tend to email details to the back office, where a human has to read them, process them, enter details into the line of business system and so on. Also, the user won’t be aware of the progress of their transaction unless they phone up and ask. More troubling is that if services never evolve beyond digital access, it masks a lack of progress and ambition.
Pros
Cheap
Fast
Demonstrates progress
Convenient for users (especially if they are used to paper)
Cons
User will be frustrated with what is still a fundamentally manual service
No efficiency gains for the organisation
Can be a mask for a lack of progress (we’ve digitised all of our services! errrr…)
Digital redesign
Digital redesign cranks things up a notch, and I suspect it is the area where most attention is being paid at the moment. It goes beyond digital access by creating real changes to services when they are digitised. These come in two main flavours:
redesigning processes and user experiences
making the technology work smarter, through integrations and introducing new capabilities
Digital redesign takes longer than access, but the rewards are greater in terms of better meeting people’s expectations and potential for savings and other efficiencies. The outcomes are also less certain, which means risk levels are a little higher – so taking an agile approach is definitely a good idea.
To make this work, you’re also going to need to do things like user research and employ some service design thinking – considering the whole service from end to end from the user’s perspective to ensure it meets their needs, as well as those for the organisation.
Pros
Greater returns from your effort
It’s actually properly changing something, rather than just sticking forms on the web
It’s not so ambitious that people won’t understand what you’re trying to achieve
Cons
Needs more people, more skills, potentially new technology, which means more money
Can take a while, so unless you manage the work in an agile way, it might take time before seeing results
Integrating into back office systems can take years off your life
Digital transformation
So what, then, is digital transformation? Well, when a service is truly transformed for the internet era, it takes a completely blank piece of paper approach to its design. You take as first principles that the majority of your users have access to the internet, wherever they may be, and design around that.
This is the bit of Tom’s definition of digital that refers to business, or operating, models. One of the best ways to describe this idea is to think about some of the new, digital age companies that have come to have such an impact on our lives:
AirBnB is a global hotel company that owns no hotels
Uber is a global taxi firm that owns no cars
Amazon is a global retail empire that has no (or very few!) actual shops
These companies base their operating model design on the fact that the majority of people have access to the internet the majority of the time. It’s what makes hailing a cab via a smartphone app viable.
True digital transformation does the same thing, but with existing services. Note that this is much harder than it sounds – coming up with workable, transformative operating models isn’t an easy thing to do in the first place, but even less so when a service is live and working already, in a mature organisational setting.
Another issue is that some of the rather trite ways that this is presented – “What is the Uber of social care?” – can be rather off putting – over-simplifying what is an incredibly complex web of interlocking services, providers and funding mechanisms. Nonetheless, sometimes a rather blunt way of expressing a problem space like this (“the AirBnB of emergency accomodation!”) does help people start to think a bit deeper about how they might redesign a service from the ground up in the digital era.
The final consideration I would raise here is that many of the business models of these modern internet companies is also based on their access to many billions of dollars of venture capital funding, which is used to fund fast growth, soak up early losses, and establish brand recognition and market dominance. Public services have no access to such funding, although they do often have a natural monopoly – which while is not the same thing, it could perhaps be leveraged to make an operating model redesign more likely to succeed.
To sum up, true digital transformation is extremely rare, but is the pinnacle of what can be achieved when completely redesigning a service for the internet age. As local public services become increasingly cash-strapped, it’s something that more organisations must start seriously thinking about.
Pros
Genuinely transformative, creating services built for the digital age that meet users’ expectations
The kind of change that is needed to protect local public services in the future
You’re likely to attract great people to work on such a project
Cons
A lot of work. You’ll have to go back to first principles and design out from there, which will take time and effort
Risky, there are a lot of opportunities to make missteps, so taking an agile approach will be key to minimising the impact
This requires organisation-wide buy in and support, so building a coalition to commit to this will be a massive job
Summing up
Hopefully that helps. The important thing to remember is that there are different ways of approaching digitisation, each with its own balance of risk and reward. Which you choose will depend on a number of factors, including the digital maturity of the whole organisation and the service itself, the people and tech you have access to, the amount of time you have, and the outcomes you need to achieve.
Also, bear in mind that you don’t have to take just one approach. It’s perfectly plausible to start with applying digital access to a service, then evolving it into a digitally redesigned service, all the while plotting a complete transformation further down the line.
It turns out that if you want to know whether a chatbot is a good idea or not, it’s not as simple as a yes or no. There are a number of factors to bear in mind, such as the complexity of a service, how transactional it is, and what the emotional state of the service user might be.
Add on top of that the fact is that you need to train the chatbots with the good content and provide access to back office data via APIs. Anyone thinking chatbots are a shortcut are very much under the wrong impression!
Check out the project’s website to download the various outputs, so you can benefit from this research too.
It turns out that if you want to know whether a chatbot is a good idea or not, it’s not as simple as a yes or no. There are a number of factors to bear in mind, such as the complexity of a service, how transactional it is, and what the emotional state of the service user might be.
Add on top of that the fact is that you need to train the chatbots with the good content and provide access to back office data via APIs. Anyone thinking chatbots are a shortcut are very much under the wrong impression!
Check out the project’s website to download the various outputs, so you can benefit from this research too.
I’ve always liked the idea of bringing together in one place all the great stuff that has been shared over the years in blog posts and articles, so people don’t need to answer these problems themselves, over and over again.
So, I’ve started my own library of evergreen, ever-helpful links. What’s more, in the interests of preservation, I’ve also stored my own PDF copy of each article, just in case they disappear from the web, for whatever reason.
Each link has a title and a description, tells you who wrote it, and provides a link to the orifginal, plus to the PDF copy in case you need it. I would always encourage folk to read the originals if you can, so you see them in context and so the author knows their stuff is being read.
Each link is also tagged, so you can easily find other links on related topics, or other content across the SensibleTech site that likewise is along similar lines.
For those that want to keep up to date with additions to the library, there is a trusty RSS feed. I might build out an email alert system at some point, if people would be interested in that.
Hopefully this is a useful thing – do have a browse and let me know your thoughts!
Huge thanks to Steph Gray for his help making this work. I managed to do some clever stuff with custom post types and fields, but needed his magic to make it all look pretty and functional on the front end!
Following on from my last workshop on the matching user needs to technology capabilities process, here’s the next one, this time talking through service discovery, based on the ideas and template shared in this blog post. The workshop will be free and for public sector people only.
Here’s the recording of the workshop I ran earlier today on using a process and template to help match user needs to technology capabilities. We worked through the example of an intranet and there was lots of interesting discussions as everyone chipped in through the session.
Here’s the recording of the workshop I ran earlier today on using a process and template to help match user needs to technology capabilities. We worked through the example of an intranet and there was lots of interesting discussions as everyone chipped in through the session.
Folk in all sectors are being constantly bombarded with instructions to digitally transform their organisations, or calls to digitise services, and to make use of the cloud.
With all these meaningless exhortations, it’s easiest just to ignore them. After all, isn’t this the sort of thing that our IT departments are hired to worry about on our behalf? It’s just computers and software, and dealing with technology is just operational detail!
Well… no, not really. It’s actually absolutely vital that those in leadership positions in councils, whether they be politicians or officers, understand the potential and the pitfalls of embarking on a large-scale digital change programme.
Technology for technology’s sake can lead organisations down the wrong path very easily. That is what makes it so important that leaders provide a vision and understand how that vision is enabled by digital and IT. It’s too important to be left to the technologists!
Digital is fundamentally not just about taking services and putting them online – a classic case of doing the wrong thing righter. Digital is also not guaranteed to save you money. It can save money – but only when it is done well, and that users are happy to take up your new digital services.
Good digital transformation happens when leaders grasp three strategic principles:
Firstly, that digital transformation is in response to people’s raised expectations. Those expectations have been raised by almost everything that has happened to the organisations they interact with, no matter what the sector, in the last decade or so.
People can now open bank accounts on their phones, without needing to speak to a human being or use a pen at any stage. They can set up limited companies in the same way, and tax their cars. Their shopping is done online, they watch television via the internet and they communicate with friends, family and colleagues using voice, text and video on a bewildering variety of apps.
And yet, when it comes to their local council, they still need to download PDF forms, print them out, fill them in and post them back. It still takes days or weeks to get decisions or responses. And all of this is true for the staff working in councils, too. They get as fed up with all the printing, scanning, copying, rekeying and general inefficiency as anyone else.
We have seen the pace at which councils can embrace digital workflows through the pandemic, and that has given both staff and citizens more than a glimpse of what could be.
Meeting these raised expectations is key to the success of digital transformation. You have to meet the needs of your users first. If everything you do in digital is to save money, you will likely end up with digital services that nobody wants to use, and that will result in failure and more expense. Instead, put the user front and centre, design around them, and the organisational benefits will surely follow.
Second, one of the key changes that taking a truly digital approach will make in your organisation is cultural. An organisation cannot succeed in digital transformation with the same culture it has always had. What does this look like?
The culture of the internet age is open. It rewards those that share and collaborate. Think about Wikipedia – an entire encyclopedia written by people giving up their knowledge and time for free. It’s a remarkable achievement, and yet we barely even think about it these days. Likewise, almost the entire internet is built upon software that has been shared openly, often for no cost, with volunteers of all descriptions contributing to fixing bugs and adding functionality. Modern organisations need to operate in similar ways.
The culture is also agile – by which I do not mean hotdesking, or working from home. Agile is a way of delivering work, by focusing on getting products in a usable state as quickly as possible, letting users loose upon it, and then iterating based on feedback. It focuses on starting small and growing from there, and by reducing risk by failing – if you must fail – early, and cheaply. This is in contrast to traditional approaches to technology projects, that see long specifications drawn up, teams disappearing for months or years to implement them, only to re-emerge into a world that has moved on, or one that doesn’t like their interpretation of those requirements.
These are just two examples of digital culture. There are many more, and when put into effect they create happy, well functioning working environments.
Third, that whilst digital can apply to new technology, the real impact is being seen in operating models. AirBnB is a global hotel chain with no hotels. Uber is a worldwide taxi service that owns no cars. Facebook, the world’s most popular media entity, creates no content. This sounds strange, and yet it is true.
This is because these companies have been designed for the internet age. The way they deliver their products and services is predicated on the existence of the internet, and the fact that the vast majority of people can access it pretty much anywhere, and anywhen. Technology enables this, but the genius lies in the way the companies adapt the way they work to fit the new world that the technology has helped to create. After all, Netflix didn’t beat Blockbuster because they had a nicer website – they won because their operating model suited a world where people didn’t need to drive to a shop to rent something to watch.
So what would your services look like if they were designed from scratch, today, by people taking as a foundation that the internet exists? Imbue that vision with the public service ethos to ensure the most vulnerable are still catered for, and you have a plan for really transformative digital work.
Summing up
The really important bits about digital then are not about technology at all, but instead about focusing on people’s needs and expectations, changing your culture, and redesigning your operating models. Digital can deliver savings, but not if that is the overriding consideration above all others, and not if the work is considered an IT project.
Aspirations, culture and operating model design are led from the top – and that’s where you come in.
I had a fun chat last week with Richard Godfrey of Syncity. Richard, like me, has a big interest in how local councils use technology, particularly acknowledging the need for more traditional IT to be modernised alongside the sexier digital stuff.
In this video we talk about good digital and technology strategy, what levels of digital confidence people in senior positions need, and what’s happening in smart cities. It’s well worth 45 minutes of your time!
Just before I went on holiday, I spent a bit of time one evening researching what content management systems (CMSs) are used by local councils in the UK. A CMS is the software that runs a website, just in case you didn’t know.
The results can be found in this Google Spreadsheet, as well as the summary pie chart above. There’s been a lot of discussion about it on Twitter, which you can follow up from the replies to my original tweet.
I need to give a big thanks to everyone who has helped fill in some of the blanks, but a special thank you to Colin Stenning from Bracknell Forest Council, who has combined some previously research he has done, as well as making other updates to clean the whole thing up a lot better.
Findings
Jadu is the current market leader, with their own commercial product. 70 councils use it, according to the data at the time of writing
Umbraco and Drupal are next, showing a strong use of open source software in the sector. These numbers could potentially increase in the next year, particularly with the LocalGovDrupal project proving very popular. Of course, these open source systems will be supported by a range of different agencies and suppliers. It’s hard to estimate the potential size and variety in this market.
GOSS ICM comes next, the fourth most popular in total and the second most popular commercial system
Then there’s a bit of a drop, and the Consensis CMS comes next.
There are several other open source CMSs in use, including WordPress, Squiz, DNN, Liferay and Joomla
There are a couple of councils who appear to be rolling their own CMS rather than using something prebuilt (whether commercial or open source). This strikes me as being rather eccentric, but I’m sure they have their reasons.
The answer for poor council websites?
Finally, and most troubling, on my late night wanderings through the world of local council websites, I came across some that are simply dreadful. There are always reasons for these things, of course, and I wouldn’t want to directly criticise any council or team. Cash strapped local authorities can’t afford the web teams or the technology to do much more.
However, there are solutions out there to help. LocalGovDrupal is shaping up to be the council-website-in-a-box that could solve the problem. Or why not take a leaf out of Tewkesbury’s book, and use the £250 a year SquareSpace service? Yes, opportunities for customisation are limited, but at that price you get something modern, responsive and effective – and zero technical hassle.
The method
I took the URLs for the websites of all councils in the UK from this list on the LGA website. It would appear that it isn’t up to date and misses
Those URLs I chucked into a batch process on whatcms.org (it cost me $10). That detected 257 CMSs. I then started visiting each site that was missing, and checked to see for credits on the site itself or clues in the source code and caught another 50 or so. Since sharing the work on Twitter and other places, some folk have come forward to fill in some other blanks, and thanks to Colin there are almost none left now.
LocalGovDrupal is an open source implementation of the classic Drupal content management system hat has been developed by councils for councils, with the help of some funding from MHCLG.
It is, by my reckoning, the best example I have seen of open source use in local government, largely because councils are contributing to the project as well as consuming it.
16 councils are now involved and conservative estimates calculate that millions of pounds have been saved compared to using commercial off the shelf alternatives.
What is great is that councils are using those savings to invest in other things to make their websites better, like content design and user research.
Will Callaghan has been the main driver of the project and he gives us some of the background, while Kate Hurr talks about the progress Cumbria Council are making in implementing LocalGovDrupal. We also talk a little bit about pies! 🥧
I honestly can’t praise this project enough, I think it’s brilliant, and a wonderful example of the benefits of open, collaborative working, and sharing and re-use of technology across the sector.
LocalGovDrupal is an open source implementation of the classic Drupal content management system hat has been developed by councils for councils, with the help of some funding from MHCLG.
It is, by my reckoning, the best example I have seen of open source use in local government, largely because councils are contributing to the project as well as consuming it.
16 councils are now involved and conservative estimates calculate that millions of pounds have been saved compared to using commercial off the shelf alternatives.
What is great is that councils are using those savings to invest in other things to make their websites better, like content design and user research.
Will Callaghan has been the main driver of the project and he gives us some of the background, while Kate Hurr talks about the progress Cumbria Council are making in implementing LocalGovDrupal. We also talk a little bit about pies! 🥧
I honestly can’t praise this project enough, I think it’s brilliant, and a wonderful example of the benefits of open, collaborative working, and sharing and re-use of technology across the sector.
This is a nice and easy framework to use when you find yourself needing to do a quick service discovery to find out some basic details about a service and how it can be transformed.
The point at which you might want to use this is right at the start of your digital work, when you either:
need to identify a service to work with
or have decided which service to work with already, but need to gather some up front information on what you’re dealing with
Whichever way you use it, you’ll find it a really helpful way to have a meaningful conversation with the service owner, that will help you get on the same page really quickly.
Some quick notes on how to use this – although remember, you are free to do what you like with it!
Replace <Name of service> with… oh, you know surely
You can delete the link to this post to protect your reputation if you like
Add a quick summary of what the purpose of service is – both in terms of the user need and what the organisation needs to achieve
Consider the components of the service (whether tech or process based). Leave ticks for those that are needed and crosses for those which aren’t
How is the service currently delivered? Again, leave ticks and crosses in the right places
Think about the users of the service. Are they
Everyday residents?
People running their own businesses?
Professionals working alongside the organisation, perhaps solicitors, architects, or folk from other public services?
Politicians, whether at a local or national level
As well as doing the tick and cross thing, add the number of people who use the service every month, to get an idea of the size of this thing
Finally do some quick analysis on three criteria:
What would the level of benefit be to the end user if we transformed this service? Green for lots, red for little, amber for somewhere in the middle
What would the level of benefit be to the organisation (savings, happier staff etc) if we transformed this service? Green for lots, red for little, amber for somewhere in the middle
How hard would it be to transform this service? Green for easy, red for nightmare, amber for somewhere in the middle
If you are running this exercise before choosing which service to transform, this analysis will help you decide whether a particular service is a good candidate. If you’ve already fixed on a service to transform, the outcome of this might a) change your mind; or b) decide how to approach it.
Hopefully this comes in handy! Let me know if so 🙂
