Strategy, how we think about our services is important influencer in what we will actually do.
Putting people at the heart of strategy allows organisations to do what they do more efficiently, find new opportunities and better serve their users or market. By starting with peoples motivations we can cut make better things and uncover new ways to help achieve peoples goals.
This is my approach to user centred strategy...
Service journeys are the motivation, they are the users goal
The users goal is essentially why a business exists - if there is no motivation there is no people buy, experience or market use the stuff we make.
One organisation can have a large chunk of a journey, but usually it needs to be a mixture of many - both private and public sector. For example to go on a holiday aboard we need both a plane ticket and a passport.
- 'I want to buy a house'
- 'I want to go on holiday'
Services deliver the what users need in stages of that journey
- 'Buy a house' > 'Learn about a property' so I can decide if this is the right house for me to buy.
- 'Go on holiday' > 'Renew my passport' so its up to date and I can go abroad!
- 'Go on holiday' > 'Book a flight' so I can go to Florence for my holiday.
Sub-services deliver only some of what a user needs in a stage
Sometimes parts of the service are broken up into smaller pieces, adding in complexity. It can a be result of mixed ownership (departments or organisations), low maturity, intentional obfuscation or just bad design.
- 'Buy a house' > 'Learn about a property' > 'Check environmental factors'
Sub-services are things like the legal information we need to make decisions when buying a house. We do these 'searches' separately because they are not a connected service, but they are a part of a single decision making moment. Due to this complexity we are more likely to need a professional (a conveyancer) to help us.
- Environmental searches
- Land charge searches
- Property register (deeds/title/plans)...
Products are how we deliver these services
- 'Go on holiday' > 'Book a flight' > 'Compare flights on Skycanner.com'
I can book a my Florence number of ways. I might use a comparison (service) say on the Skyscanner website (product) then buy the ticket on Easyjet (service) using their phone app (product)
- 'Go on holiday' > 'Renew your passport' > 'Renew-your-passport.gov.uk'
service is delivered as a digital product, but I can still fill out the paper form and go to the post office to help which is another iteration of the very same service.
Features deliver user needs within products
Delivering to a need means that a feature through improvement can change over time or maybe be met by a totally different feature in the future.
- 'Go on holiday' > 'Book a flight' > 'Compare flights on Skycanner.com' > Search
finding the flight to Florence with the right criteria is delivered by searching and filtering.
Patterns are features that are repeatedly used
With enough usage and testing these features often become patterns. 'Patterns are best practice design solutions for specific user-focused tasks and page types.' GOV.UK design system. They copied far and wide as businesses copy and adapt patterns from each other.
- 'Renew my passport' uses tested patterns from the GOV.UK design system.