SUCCESSFUL SERVICE DESIGN Turning innovation into practice READ MORE... USER GUIDE Read the “User Guide” to find out more about this site START Ready to go? Then go straight to the home page INTRODUCTION

This guidance was commissioned from Oxford Strategic Marketing by the Cabinet Office. Many thanks to all those organisations that have contributed materials and advice; copyrights have been noted where relevant. INTRODUCTION TO ‘SUCCESSFUL SERVICE DESIGN’ This online guidance framework is intended primarily as an overview for senior managers from all professions, who are leading teams taking on complex projects. It offers a stage-by-stage approach to service design, with critical questions to ask, and the key tools, such as checklists and templates, you might use to ensure you achieve the best possible result. You can navigate through it stage by stage, or go direct to a specific part that you might need. It’s complemented by a range of more detailed materials for your teams, which are directly or indirectly accessible from this guidance. We have set out 7 key stages of activity. Each stage asks the key questions, and indicates what good evidence looks like. Where you need more help in completing a stage, there are a handful of critical tools, with examples of good practice. Home |Library | User Guide | Contact Us SUCCESSFUL SERVICE DESIGN Turning innovation into practice Pls can we see what these will look like? NEXTBACK

The framework is designed to be simple to navigate, giving you the ability to review the key stages quickly, or to dig down in considerably more detail where you want to. Throughout the guide you’ll see buttons like the ones below which you can click on to take you to case studies, tools (ready-to-use blanks and good practice examples) and more detailed guidance on how to complete the stages or find the best solutions. SCALING. Additional information helps you to decide what is the appropriate scale for your project. LIBRARY LINK. For more detailed information on tools and techniques, there is a library of documents and links. Use the tab in the navigation bar at the top of the page. WORKED EXAMPLES. Filled in examples of the tools. Please note that these are often semi–fictitious for learning purposes. OBESITY CASE STUDY. The ‘Stage by Stage’ presentation of the Obesity case study enables you to see how the stages build up to produce a really good result. INTRODUCTION TO ‘SUCCESSFUL SERVICE DESIGN’ CREATE YOUR OWN. Where relevant, blank versions of the tool or interactive versions ready to use. Home |Library | User Guide | Contact Us SUCCESSFUL SERVICE DESIGN Turning innovation into practice Same colour as on header NEXTBACK

WHEN AND HOW TO USE IT This framework is not supposed to be slavishly followed, but rather is intended to provide a useful framework that can be adapted as appropriate to a wide variety of projects, activities, challenges and outputs. It can be used at the start of a new challenge, and will provide a useful structure that enables a fast, effective kick off. However, it is equally useful for reviewing existing projects, or for ongoing issues where considerable work has already been done. You can dip in and out of relevant stages, revisit areas where you think you can improve your previous efforts, or benchmark your efforts against best practice. For long, complex projects, it may be helpful to keep revisiting this framework throughout, to make sure you are on track and covering all the stages in the best way. This framework can also help to ensure that you don’t “reinvent the wheel”, by encouraging you at every stage to review whether similar work has been carried out in the past, and what resulted from it. Different activities and projects have different levels of scale and complexity. Use the relevant tool at each stage to diagnose your situation; to identify where you’ll be able to move quickly by using experience and assumptions; and to show where you should aim to be more thorough and robust. The framework is presented in a helpful order, but actions do not have to be sequential, especially if some things will take time to set up, whilst you could usefully be making progress elsewhere. Make sure your delivery plan is designed to make the best, most flexible use of your time and resources. This guidance is intended for senior managers, to provide a management tool for understanding, challenging and adding value to service design work. It will help you to achieve more efficient progress, by making sure that the teams and the management know what is supposed to be ready and complete at each stage, and what evidence they will be expected to show. Manager’s Checklist Home |Library | User Guide | Contact Us SUCCESSFUL SERVICE DESIGN Turning innovation into practice NEXTBACK

NOTES ON LANGUAGE This framework is intended to work equally well across policy, communications and delivery challenges; to help with one-off projects and ongoing issues; and for targeting internal, stakeholder or general public audiences. We have tried to choose language that is inclusive and clear. Please note that: ‘Customer’......is used to mean whoever is the target audience, be it a member of the public using a service, or a key stakeholder contributing to a policy debate. ‘Project’ and ‘activity’......are used to mean whatever it is you are trying to do, be it a quick discrete piece of work, or a larger programme that you are approaching from many sides. ‘The route map’......refers to this framework. It doesn’t have to be a route march in a proscribed direction at a set speed. Maps are there to offer guidance but you are still doing the driving! Home |Library | User Guide | Contact Us SUCCESSFUL SERVICE DESIGN Turning innovation into practice STARTBACK