Designing and transforming public services – the value of consumer insight and understanding user experiences

Consumer insight image

MONDAY 22 FEBRUARY 2016

THE ACADEMY - WHEATLEY HOUSE, CENTRAL GLASGOW

ONE-DAY CONFERENCE

Event Outline

Are you a public service provider? Do you know those who use your services? Do you design your services in partnership with users? Do you understand their needs and wants? Can you predict their behaviours?

With keynote addresses from the Scottish Government, the Design Council and the Improvement Service, this conference will explore the value of ‘consumer insight’ – of public bodies gaining a greater knowledge of those who use their services – and it’s potential to help shape and inform the design and transformation of those services.

With an emphasis on sharing the lessons learned from existing practice, the event will explore:

Consumer insight and service design

  • Adopting design approaches in the Public Sector
  • Co-designing and co-creating services with service users and communities

Consumer insight and service improvements

  • The benefits of measuring user experience and levels of satisfaction
  • Using consumer insight to shape product and service design – usability testing and user journey mapping
  • Feedback-led improvements: Listening and responding to user experiences

Consumer behaviours and service demand

  • Knowing your consumer: socio-demographics and creating your consumer profile
  • Nudging behaviours: using consumer insight to shape future demand for services

Supported by

Speakers

Cat Macaulay

Head of User Research and Engagement, Scottish Government

John Mathers

Chief Executive, Design Council

Colin Mair

Chief Executive, Improvement Service

Elaine Melrose

Group Director of Resources, Wheatley Group

Sarah Drummond

Co-founder and Managing Director, Snook

Carolyn Hirst

Independent consultant, Hirstworks; Lecturer in Ombudsman and Complaint Handling Practice, Queen Margaret University; Non-Executive Board member, NHS Lothian

Jo Mayes

Head of Data and Customer Experience, Standard Life

Trisha McAuley OBE

Consumer and public interest expert and Non-executive Director

Agenda

08:30-09:15     Registration and morning refreshments

09:15-09:30     Chair’s introduction
Trisha McAuley OBE, Consumer and public interest expert and Non-executive Director

09:30-09:40     Welcome from the Wheatley Group
Elaine Melrose, Group Director of Resources, Wheatley Group

09:40-10:00     Keynote Address
Cat Macaulay, Head of User Research and Engagement, Scottish Government

10:00-10:15     Opportunities for questions and discussion

10:15-10:40     Tea and coffee break, opportunities for networking

Consumer insight and service design

10:40-11:05     Keynote Address
“Design in the Public Sector – placing the user experience at the heart of service transformation”
John Mathers, Chief Executive, Design Council

11:05-11:15     Opportunities for questions and discussion

11:15-11:40     Using insight to drive design – how Standard Life uses customer analytics and insights to drive innovative product design and delivery
Jo Mayes, Head of Customer Data & Experience, Standard Life

11:40-12:20     Insight-driven public services – a case study
Karen Durnian, Customer Experience & Development Leader, Wheatley Group & Lorna Wilson, Research and Development Manager, Wheatley Group

12:20-12:45     Opportunities for questions and discussion

12:45-13:30     Lunch

Consumer insight and service improvements

13:30-13:55     People by default: Designing services in complex systems from a human perspective

  • Forgetting digital by default and focusing on what people need
  • How to take user insight into multi-channel service design
  • Why we need to be thinking in systems
  • The importance of testing our services as journeys, not just interfaces

Sarah Drummond, Co-founder and Managing Director, Snook

13:55-14:05     Opportunities for questions and discussion

14:05-14:30     The importance of measuring customer experience and levels of satisfaction

  • The importance of understanding expectations and experience as well as capturing satisfaction rates
  • Need to link attitudinal and behavioural data
  • Being clear about purpose and focus: link to outcomes not just services in isolation
  • “Accounts management” for major/recurrent users

Colin Mair, Chief Executive, Improvement Service

14:30-14:50     Feedback-led improvements: Listening and responding to user experiences

  • Responses to Feedback can be defensive
  • Need to build and sustain a Learning Culture
  • Aim to promote Feedback-Led Innovation

Carolyn Hirst, Independent consultant, Hirstworks; Lecturer in Ombudsman and Complaint Handling Practice, Queen Margaret University; Non-Executive Board member, NHS Lothian

14:50-15:05     Opportunities for questions and discussion

15:05-15:25     Using insight to shape consumer behaviours and demand for services – a case study
Andy Williams, Service Support Unit Manager, Waste & Fleet Services, The City of Edinburgh Council

15:25-15:35     Opportunities for questions and discussion

15:35-15:45     Chair’s closing remarks

Venue

Hosted by

The Academy
Wheatley House
150 Ingram Street
Glasgow
G1 1DW

www.wheatley-group.com/the-academy/