Digital services for all - setting the scene | Sarah Prag | July 2014
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Presentation by Sarah Prag, previously at the Government Digital Service (GDS), talked about digital inclusion at Really Useful Day Wariwck on 11 July 2014. She covered the topics: What does it mean to be “digitally excluded”? Who are the digitally excluded? What are their barriers?
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Digital services for all - setting the scene | Sarah Prag | July 2014
- 1. @SarahPrag@SarahPrag Setting the scene Sarah Prag Digital services for all
- 2. @SarahPrag@SarahPrag Why are we here? To make sure as many people and businesses as possible can benefit from using your digital services, and from the internet more widely
- 3. @SarahPrag@SarahPrag Why does this matter? Online self service is the most cost effective way for councils to deliver most services and information
- 4. @SarahPrag@SarahPrag Why does this matter? Online is - 20x cheaper than phone - 30x cheaper than post - 50x cheaper than face-to-face https://www.gov.uk/government/publications/digital-efficiency-report
- 5. @SarahPrag@SarahPrag Why does this matter? Citizens and businesses who are capable of using and benefiting from the internet are also likely to be more prosperous
- 6. @SarahPrag@SarahPrag Why does this matter? Likely to - save or make money - find jobs - become less isolated - increase their health and wellbeing
- 7. @SarahPrag@SarahPrag What will we cover? Setting the scene - What does it mean to be “digitally excluded”? – The scale of the challenge… and of the opportunity @SarahPrag
- 8. @SarahPrag@SarahPrag What will we cover? Tackling digital exclusion: 1. Making digital services so good people choose to use them 2. Helping people to get online and develop their skills 3. Assisting people who can’t use digital services by themselves @SarahPrag
- 9. @SarahPrag@SarahPrag What will we cover? Local authority experiences – Liz Stevenson – Cambridgeshire County Council – Annette King – Birmingham City Council – Katy Briggs – Lambeth Council What can YOU do to make a difference?
- 11. @SarahPrag@SarahPrag What is “digital exclusion”? Lacking the basic digital skills and capability needed to benefit from the internet
- 13. @SarahPrag@SarahPrag What is “digital exclusion”? 21% of the population of Britain are digitally excluded That’s 1 in 5
- 14. @SarahPrag@SarahPrag What is “digital exclusion”? Around 30% of small to medium businesses (SMEs) don’t have a website
- 15. @SarahPrag@SarahPrag What is “digital exclusion”? 72% of voluntary, community and social enterprises (VCSEs) lack the skills to transact online
- 17. @SarahPrag@SarahPrag Digital inclusion scale 1. Never have, never will 2. Was online, but no longer 3. Willing and unable 4. Reluctantly online 5. Learning the ropes 6. Task specific 7. Basic digital skills 8. Confident 9. Expert @SarahPrag
- 19. @SarahPrag@SarahPrag What’s the ambition? To help as many people as possible to move from being excluded (1-6) to basic digital skills or above
- 20. @SarahPrag@SarahPrag What are the targets? Reduce the number of people who are excluded by 25% in 2 years That’s 2.7 million more people online with basic skills by April 2016
- 21. @SarahPrag@SarahPrag Who are the “excluded”? - Living in social housing - On low wages or unemployed - Registered with disabilities - Offenders & ex-offenders
- 22. @SarahPrag@SarahPrag Who are the “excluded”? Two thirds are over 55 But 6% are between 15 and 24, often also unemployed
- 23. @SarahPrag@SarahPrag What’s stopping them? Access Skills Motivation Trust
- 24. @SarahPrag@SarahPrag What is being done nationally? Collaboration & coordination Standards & measurement Sharing best practice - from local & specific activities
- 26. @SarahPrag@SarahPrag What can you do? 1. Make digital services so good people choose to use them 2. Help people to get online and develop their skills 3. Assist people who can’t use digital services by themselves
- 27. @SarahPrag@SarahPrag Intros 1. Say hello to the people on your table! - Your name, where you are from 2. Share one thing your council are already doing to help tackle digital exclusion
- 28. @SarahPrag@SarahPrag 1. Make digital services so good people choose to use them
- 29. @SarahPrag@SarahPrag 1. Make digital services so good people choose to use them - user centred - clearly written - accessible
- 37. @SarahPrag@SarahPrag A relentless focus on user needs Pic by @PaulAnnett
- 43. @SarahPrag@SarahPrag The purpose of any page or tool on your site should be to meet a specific user need as efficiently as possible
- 45. @SarahPrag@SarahPrag Who is it for? Why are they here? What do they need to know or do?
- 46. @SarahPrag@SarahPrag “As a _______ I want to ________ so that I can ________”
- 47. @SarahPrag@SarahPrag Present things in the order that will make sense to the user Only include what they need to know to successfully make a decision or complete an action
- 50. @SarahPrag@SarahPrag Use plain English Use the active voice “You must…” not “it is mandatory to…”
- 51. @SarahPrag@SarahPrag “But it has to be complicated for legal/policy reasons” Not very often
- 55. @SarahPrag@SarahPrag Start with user needs based on evidence & data design clear specific content focused on steps people need to take make sure everyone can access it
- 56. @SarahPrag@SarahPrag 2. Helping people to get online and develop their skills
- 70. @SarahPrag@SarahPrag 3. Assisting people who can’t use digital services by themselves
- 71. @SarahPrag@SarahPrag Assisted digital If you are providing a public service digitally, then you are responsible for making sure everyone can use it This includes the people who can’t use it unassisted
- 74. @SarahPrag@SarahPrag Assisted digital Someone will either guide the user through the service – “face-by-face”, via web chat or over the phone Or they might need to take over and enter information on behalf of the user
- 75. @SarahPrag@SarahPrag Assisted digital Solution will be different for every service, as it depends on the particular needs of the people you are assisting
- 76. @SarahPrag@SarahPrag Assisted digital Solution will be different for every service, as it depends on the particular needs of the people you are assisting A relentless focus on user needs!
- 77. @SarahPrag@SarahPrag Assisted digital Advice from GDS: - Think about assisted digital from the start - Research & assess the needs of users - Understand their wider journey & context - Identify sustainable partners - Pilot early & iterate
- 78. @SarahPrag@SarahPrag Assisted digital - Your own staff and facilities - Organisations working on digital inclusion - Intermediaries: charities, lawyers, libraries, Citizens Advice Bureau, JobCentre Plus…
Editor's Notes
- Who I am & why I’m here!
- Online is 20x cheaper than phone 30x cheaper than post 50x cheaper than face-to-face
- Online is 20x cheaper than phone 30x cheaper than post 50x cheaper than face-to-face
- As well as being a good thing for society and the economy as a whole, this will also translate into real benefits at a local level in the longer term, reducing dependency on public services. Win win!
- As well as being a good thing for society and the economy as a whole, this will also translate into real benefits at a local level in the longer term, reducing dependency on public services. Win win!
- We’ll cover: - What does it mean to be “digitally excluded”? - Who are the digitally excluded? - What are their barriers? (Sarah, using info from the recent Government Digital Inclusion Strategy) Followed by introductions to approaches to tackling digital exclusion. 1. Making digital services so good that people choose to use them (Sarah) 2. Assisting those that will never be able to use digital services by themselves (Assisted Digital - Richard from GDS) 3. Helping people to get online and develop their confidence and skills, so that they can benefit from the internet (including using local and central government services). Tinder We’ll hear from two local authorities on what they are already doing. We’ll have a chance to explore what we might do in our area, via workshop groups.
- We’ll cover: - What does it mean to be “digitally excluded”? - Who are the digitally excluded? - What are their barriers? (Sarah, using info from the recent Government Digital Inclusion Strategy) Followed by introductions to approaches to tackling digital exclusion. 1. Making digital services so good that people choose to use them (Sarah) 2. Assisting those that will never be able to use digital services by themselves (Assisted Digital - Richard from GDS) 3. Helping people to get online and develop their confidence and skills, so that they can benefit from the internet (including using local and central government services). Tinder We’ll hear from two local authorities on what they are already doing. We’ll have a chance to explore what we might do in our area, via workshop groups.
- We’ll hear from two local authorities on what they are already doing. We’ll have a chance to explore what we might do in our area, via workshop groups.
- Big ref up front to the recent Gov Strategy as the source of my info, and something they should read if they want the full picture!
- Big ref up front to the recent Gov Strategy as the source of my info, and something they should read if they want the full picture!
- http://www.go-on.co.uk
- 1 in 5 20%
- Make reference to the people who may never go online, who are in that 10% remaining: - v low literacy skills Religious objections Severe disabilities
- Then keep reducing the number of excluded by 25% every 2 years, from 2016. So that less than 10% are excluded by 2020 Make reference to the people who may never go online, who are in that 10% remaining: - v low literacy skills Religious objections Severe disabilities
- Bringing the numbers to life a bit (ref to the personas we’ll look at later) Headlines from DI Strategy re. the elderly, the disabled, ex-offenders, those in social housing etc
- Yes, half are pensioners BUT there are also significant numbers aged between 55 and 65 And some young people So it’s not just about age!
- Want to get across that access isn’t actually the biggest barrier, and that putting kit and connections into places is a good start, but a bigger challenge is that so many people lack the motivation or confidence to go online, even if they have a connection. 62% say “not interested”
- First two apply within government, as well as across partners
- First two apply within government, as well as across partners
- Also refer to reading the charter, referring to
- Also refer to reading the charter, referring to
- Also refer to reading the charter, referring to
- Also refer to reading the charter, referring to
- This was central to our approach when developing GOV.UK. I’m going to use examples from that
- GOV.UK = publishing
- Now being applied to transactional services as well as content
- All this momentum comes from a relentless focus on user needs
- It the first of the GOV.UK design principles
- “interrogating data”… First part of the equation, where we started with GOV.UK What were the most visited pages on old sites What were the most searched for things on those sites… and on Google What were the most referred terms from Google? Ideally also… What are people contacting us about? What are front line staff experiencing? What are a sample of our customers telling us when we go out and talk to them?
- Data can also help tell you the language to use
- Plain English first, necessary government language second, and in brackets. If you have to use technical terms make sure you explain them in plain English the first time you use them on a page.
- Empathy, informed by data. This is the sweet spot.
- Bear in mind that they also won’t read everything!
- From data to stories – software and content
- Smart answer as a manifestation of this Puts the user at the heart, and in control Asks them about their circumstances and gives them an answer
- Reading age of 9-12, the age by which most people have the 10k common vocab that makes up plain English
- Everything I’ve just talked about helps with making your content and tools as accessible as possible
- Also need to make sure it can be easily accessed on small screens
- And there are also standards in place to make sure people with disabilities can access your content using common aids
- Also refer to reading the charter, referring to
- How can people get better access to the internet, and to the devices that connect to it? Important to remember that this alone won’t give people the skills they need, but it’s part of the mix. Example: Glasgow Housing Association, BT and the Scottish government put wifi and tablets into a block of flats
- How can people get better access to the internet, and to the devices that connect to it? Important to remember that this alone won’t give people the skills they need, but it’s part of the mix. Example: Glasgow Housing Association, BT and the Scottish government put wifi and tablets into a block of flats
- Want to get across that access isn’t actually the biggest barrier, and that putting kit and connections into places is a good start, but a bigger challenge is that so many people lack the motivation or confidence to go online, even if they have a connection. 62% say “not interested” What is the hook that will get them in? Speaking to loved ones via Skype? Pursuing a hobby? Saving money?
- Want to get across that access isn’t actually the biggest barrier, and that putting kit and connections into places is a good start, but a bigger challenge is that so many people lack the motivation or confidence to go online, even if they have a connection. 62% say “not interested” What is the hook that will get them in? Speaking to loved ones via Skype? Pursuing a hobby? Saving money?
- Incentives? Prizes & discounts?
- So now you have access, and a reason to go online, but you also need the skills. Resources from GO.ON UK and Tinder foundation
- So now you have access, and a reason to go online, but you also need the skills. Resources from GO.ON UK and Tinder foundation
- Case study from Tinder Foundation
- Courses and support delivered via their network of UK Online Centres What spaces do you have access to that could be used in this way?
- And finally trust. How can people be sure that they’ll stay safe online? Some initiatives focused on this, e.g. St Basils virtual backpack for homeless young people, or similar services for ex-offenders
- Lots of initiative are actually taking many or all of the barriers.
- Also refer to reading the charter, referring to
- Make reference to the people who may never go online, who are in that 10% remaining: - v low literacy skills Religious objections Severe disabilities
- The les than 10% who really really can’t – because of disability, literacy, religious objections etc
- Make reference to the people who may never go online, who are in that 10% remaining: - v low literacy skills Religious objections Severe disabilities