SDGC14 DAY ONE - From Brussels to Blueprints, Design-Led Public Service Innovation in Europe by Paul Thurston

SERVICE DESIGN GLOBAL CONFERENCE
October 2014 | Stockholm
design-led public service
innovation in europe
Paul Thurston

From Brussels to Blueprints
Design-led public service
innovation in Europe.
SDNC14: Paul Thurston
@p_thurston / pthurston@pdronline.co.uk
www.pdronline.co.uk / pthurston@pdronline.co.uk / @pdr_sd

I'm going to tell you how service design
can help you win more work, projects
and funding.
www.pdronline.co.uk / pthurston@pdronline.co.uk

PDR is an award winning
design and research unit
based at Cardiff Metropolitan
University.
!
Established in 1994
40 Staff / 9 PhD’s

Industry specific
2006 - NHS Institute for Innovation and Improvement

Industry specific
!
Regional
2007 - Designs Of The Times Festival in Newcastle

Industry specific
!
Regional
2007 - Designs Of The Times Festival in Newcastle
!
National
2010/2013 - PDR Service Design Programme

Common theme
•All of these projects worked
with early adopters of service
design.
!
•These people are open,
interested and enthusiastic
about service design.
!
•They wanted to be a part of
this new way of working and
were excited about it.

Common theme New audience
•People have already heard
•of service design and have
•pre-formed opinions.
!
•Can be more critical, sceptical
and reluctant to adopt a service
design approach.
!
•Viewed as 'another'
methodology and often told they
must adopt this way of working.
•All of these projects worked
with early adopters of service
design.
!
•These people are open,
interested and enthusiastic
about service design.
!
•They wanted to be a part of
this new way of working and
were excited about it.

1.
It all starts with
innovation policy

Aim to integrate design into innovation
policy across Europe.
!
www.seeplatform.eu

SEE Platform
Providing policy makers with
design experiences.

Design Policy Ladder 2014
% of European member states

Design Action Plan for Europe (2013)
A more systematic use of design as a
tool for user-centred and market-driven
innovation in all sectors of the economy,
complementary to R&D, would improve
European competitiveness.
!
!
European Commission (2013) ‘Implementing an Action Plan for Design-Driven Innovation’ Commission Staff
Working Document SWD(2013)380, p.4.

In simple terms this means that in order
to access funds from Europe you must
consider design

Welsh Government
Business innovation programmes
9/30/14 Title of Presentation

Private Business
Access to European R&D funds

Public Authorities
Drawing down funds for projects

Horizon 2020 total budget (7 Year programme)
http://ec.europa.eu/programmes/horizon2020/
Source: Innovate UK

2.
The SPIDER project.
Large scale projects, citizen
focused impact
!
!
Watch Mary tell her story:
https://vimeo.com/104111427

SPIDER aims to increase the use of service
design within public services across Europe.

Why are we doing this?
•Service design has been consistently poor at measuring and demonstrating
the impact of projects.
!
•Our new audience want more concrete evidence of impact and return on
investment than early adopters.
!
•Service design to be viewed as an effective tool for addressing societal
challenges.
!
•To mainstream service design within public services.
!
•Currently there is no model for measuring impact of service design projects

Case Study: Youth Services
1: Youth Unemployment
2: Independent Living
3: Innovation Culture
4: Service Design Training

Driving an active youth
workforce in Cardiff

The Welsh government spends millions of pounds
on services to help young people find
employment, education and training.
!
But young people just aren't finding them.

We proved this by testing how they
search for services in the PDR user
insight lab and out on the streets
of Cardiff.

So we co-designed a new service directory
called Pointr that lists local services around
the four areas young people told us they
needed help with.
www.pointr.org.uk

And we designed a new model called
Neighbourhood Panels for the hardest
to reach NEET’s that better coordinated
service provision by multiple providers
at a neighbourhood level.

We did this with the help of partners in
Ireland and Belgium.
!
#transnational

Over 1000 people have used Pointr and the
Neighbourhood Panels have developed
support plans for over 500 NEETS.

If just 1%(15) of these young people found
employment that would save the government
£840,000*
* Based on data from the Work Foundation Average that estimates the average cost to the state
of a NEET between 16-18 is £56,000 report - Report ‘Off The Map - The Geography Of NEETS’

An example
Bigger than single projects
This is just 1 of 9 Projects, delivered
by multiple partners.

3.
Measuring Impact
A service design evaluation
model for public service
projects.

Aim of the model
To create a model that can be used by
service designers, civil servants and funding
bodies to measure the impact of service
design projects in the public sector

Where are we at?
Prototype created.
This will be tested on the 9 SPIDER projects
in Wales, France, Ireland and Belguim
in 2014.

PDR Evaluation Model

Assessment
Framework

Publicly available model that you will be able
to use will be launched in 2015.
!
Sign up here:
www.thespiderproject.eu/news/newsletter

Thanks
!
pthurston@pdronline.co.uk
@p_thurston

SERVICE DESIGN GLOBAL CONFERENCE
October 2014 | Stockholm

SDGC14 DAY ONE - From Brussels to Blueprints, Design-Led Public Service Innovation in Europe by Paul Thurston

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SDGC14 DAY ONE - From Brussels to Blueprints, Design-Led Public Service Innovation in Europe by Paul Thurston