innovation presentation 20th mar - middleton house
TRANSCRIPT
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STRATEGIC TRANSFORMATION
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Hello, We Are Sigma.
SHAUN GOMMAccount ManagerSigma UK
CHRIS BUSHHead of User ExperienceSigma UK
JUSTIN DARLEYHead of Training and Content ServicesSigma UK
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Themes• Empowering people
• Advice and advocacy• Recruiting volunteers• Efficiency within the organisation• Funding
Application through user journeys• Innovation through delivery• PET theory introduction• User types• Walkthrough of stories and examples of digital innovation• Bureaux and Corporate needs
TODAY IS A CONVERSATION
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Providing advice• Tailored advice. • Channel independence.• Decision-support tools (currently include budgeting, energy bills, etc.). • One-to-many, experiential, advice.
Advocacy• Mobilisation of groups of people to promote change.
• Dedicated tools.• Creating communities.• Provision of data to promote awareness (local, regional, national).
• Promotion of change based on credible evidence across all interactions.
EMPOWERING PEOPLE
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Recruiting volunteers• Increase user engagement• Identify most engaged users• Build relationships• Transition to volunteers and beyond
Recruiting campaigners• Led by corporate but not owned• Form communities of interest • Promote online and offline engagement• Support and nurture knowledge transfer (Corporation <-> Bureaux <-> Public) • Facilitate action • Promote successes from the communities (Social proof)
RECRUITING VOLUNTEERS
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Improving efficiency• Improved tools • Improved knowledge sharing• Peer to peer advice• Increased levels of public engagement and mobilisation• Regular opportunities for self diagnosis, support and improvement
ORGANISATIONAL EFFICIENCY
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INNOVATION &ITERATIVE DELIVERY
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GOV.UK
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GOV.UK (AGILE MEETS UX)
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GOV.UK (AGILE MEETS UX)
Futureambassadors
Earlyadopters
Happy users
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PET THEORYA series of principles pioneered/developed by Human Factors Inc. to help support the developing information eco-system
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• Persuasion Principles used to encourage or discourage a user’s behaviour during a process
• Emotion
Principles used to encourage an emotional response during a process such as achievement, empathy or surprise
• TrustPrinciples used to establish confidence during a process, for example demonstrating security and credibility
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› SEOAbility to find your site
USABILITYcomplete the task efficiently
PET THEORY motivation to complete the task
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› SEOAbility to find your site
USABILITYcomplete the task efficiently
PET THEORY motivation to complete the task
“Can do” “Will do”Encourage,Motivate,Constrain
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Usability An easy to use door
Persuasion A door you’re motivated to enter
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APPLICATION THROUGH USER JOURNEYS
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USER TYPES
PassiveInformation consumer
EngagedInformation producer
ActiveCampaigner
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USER TYPES
PassiveInformation consumer
EngagedInformation producer
ActiveCampaigner
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SeeksAdvice
Passive user
SearchesViews page
Views more pages Profile identified Content tailoredDiagnosis tool
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Redundancy
Keep on top of your money.
Use the budget planner
SeeksAdvice
Passive user
SearchesViews page
Views more pages Profile identified Content tailoredDiagnosis tool
Recommend articles
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SeeksAdvice
Passive user
SearchesViews page
Views more pages Profile identified Content tailoredDiagnosis tool
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Redundancy communities
Help with redundancy pay,John - updated 6hrs ago
Example topic nameJohn - updated 1hrs ago
More forums
SeeksAdvice
Passive user
SearchesViews page
Views more pages Profile identified Content tailoredDiagnosis tool
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Redundancy
Work
Benefits
Housing
Mortgage
Rent
Creditors
Money
Debtors
Education
Skills
Re-training
SeeksAdvice
Passive user
SearchesViews page
Views more pages Profile identified Content tailoredDiagnosis tool
Pages
Tags
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Redundancy
Work
Benefits
Housing
Mortgage
Rent
Creditors
Debtors
Money
Education
Skills
Re-training
SeeksAdvice
Passive user
SearchesViews page
Views more pages Profile identified Content tailoredDiagnosis tool
Pages
Tags
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Redundancy
Housing
Money
Re-training
Redundancy
+I.P Location
Manchester
SeeksAdvice
Passive user
SearchesViews page
Views more pages Profile identified Content tailoredDiagnosis tool
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Location Info
Speak to anAdviser0845 457457
Community content
Pages you have viewed
Location info
Profile based description
Top-linksBased on profile
Pages you have viewed
SeeksAdvice
Passive user
SearchesViews page
Views more pages Profile identified Content tailoredDiagnosis tool
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Location Info
Speak to anAdviser0845 457457
Community content
Pages you have viewed
Location info
Profile based description
Top-linksBased on profile
Pages you have viewed
SeeksAdvice
Passive user
SearchesViews page
Views more pages Profile identified Content tailoredDiagnosis tool
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SeeksAdvice
Passive user
SearchesViews page
Views more pages Profile identified Content tailoredDiagnosis tool
> Dealing with urgent debts
> Budgeting
> Mortgages
> Redundancy
> Debt relief orders
View all
Pages you have viewed
We can help you better
Sign up now
• Get personalised advice
• Ask questions in our forums
• Campaign on important issues
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Location Info
Speak to anAdviser0845 457457
Community content
Pages you have viewed
Location info
Profile based description
Top-linksBased on profile
Pages you have viewed
SeeksAdvice
Passive user
SearchesViews page
Views more pages Profile identified Content tailoredDiagnosis tool
![Page 30: Innovation presentation 20th mar - middleton house](https://reader035.vdocument.in/reader035/viewer/2022062418/554ac722b4c905b5238b4873/html5/thumbnails/30.jpg)
SeeksAdvice
Passive user
SearchesViews page
Views more pages Profile identified Content tailoredDiagnosis tool
Calls from web, publication etc.
can all be monitored separately
Website
Image: ResponseTap.com
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USER TYPES
PassiveInformation consumer
EngagedInformation producer
ActiveCampaigner
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Local environment communities
Starting a neighbourhood watchJohn - updated 6hrs ago
Example topic nameJustin- updated 1hrs ago
incidents near Manchester(Not in Manchester?)
Report a new incident
1. Fly tipping10 people are trying to change this
Join them
Viewscontent
Engaged user
Visitscommunity
Joins communityand asks question Gets answer
Answersquestion
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Viewscontent
Engaged user
Visitscommunity
Joins communityand asks question Gets answer
Answersquestion
Peer to peer
advice
Browsing and
activityhistory
‘Liked’pages and
groups
Online and
offlineevents
Getting started content
Profilespecific alerts
Wish list
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Viewscontent
Engaged user
Visitscommunity
Joins communityand asks question Gets answer
Answersquestion
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Ask a question
Viewscontent
Engaged user
Visitscommunity
Joins communityand asks question Gets answer
Answersquestion
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Viewscontent
Engaged user
Visitscommunity
Joins communityand asks question Gets answer
Answersquestion
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Viewscontent
Engaged user
Visitscommunity
Joins communityand asks question Gets answer
Answersquestion
Feeds back into group based on
experiences
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USER TYPES
PassiveInformation consumer
EngagedInformation producer
ActiveCampaigner
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Engaged user
Visitscommunity
Active user
Discussesissues
Individualaction
Groupaction
Engaged byCitizens Advice
Joins as volunteer
Local environment communitiesincidents near Manchester(Not in Manchester?)
Report a new incident
Fly tipping10 people are trying to change this
Join them
Another issue30 people are trying to change this
Join them
Loan sharks30 people are trying to change this
Join them
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Visitscommunity
Active user
Discussesissues
Individualaction
Groupaction
Engaged byCitizens Advice
Joins as volunteer
Local environment communitiesincidents near Manchester(Not in Manchester?)
Report a new incident
Fly tipping10 people are trying to change this
Join them
Another issue30 people are trying to change this
Join them
Loan sharks30 people are trying to change this
Join them
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Visitscommunity
Active user
Discussesissues
Individualaction
Groupaction
Engaged byCitizens Advice
Joins as volunteer
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Visitscommunity
Active user
Discussesissues
Individualaction
Groupaction
Engaged byCitizens Advice
Joins as volunteer
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Visitscommunity
Active user
Discussesissues
Individualaction
Groupaction
Engaged byCitizens Advice
Joins as volunteer
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MEANWHILEAT A BUREAU…
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Visitscommunity
Active user
Discussesissues
Engaged byCitizens Advice
Joins as volunteers
Individualaction
Groupaction
Photo: Citizens Advice Shropshire
Bureauxsees
an increase in similar issues
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Visitscommunity
Active user
Discussesissues
Engaged byCitizens Advice
Joins as volunteers
Individualaction
Groupaction
Reaches out to specialist internal
communities to improve
advice giving
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Visitscommunity
Active user
Discussesissues
Individualaction
Groupaction
Engaged byCitizens Advice
Joins as volunteers
“Has anyone seen this problem before?”
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Visitscommunity
Active user
Discussesissues
Individualaction
Groupaction
Engaged byCitizens Advice
Joins as volunteers
“Yes, there are a few people trying to
achieve the same goal on the
community portal”
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Visitscommunity
Active user
Discussesissues
Engaged byCitizens Advice
Joins as volunteers
Individualaction
Groupaction
Guides members of public to the
online communities
Reaches out to specialist internal
communities to improve
advice giving
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Visitscommunity
Active user
Discussesissues
Individualaction
Groupaction
Engaged byCitizens Advice
Joins as volunteers
Assists with group
mobilisation
Photo: Citizens Advice Shropshire
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Visitscommunity
Active user
Discussesissues
Individualaction
Groupaction
Engaged byCitizens Advice
Joins as volunteers
Invites groups leaders assist
with campaigning
Photo: Citizens Advice Shropshire
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Visitscommunity
Active user
Discussesissues
Individualaction
Groupaction
Engaged byCitizens Advice
Joins as volunteers
Join as volunteers
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USER TYPES
PassiveInformation consumer
EngagedInformation producer
ActiveCampaigner
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CORPORATE
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Better visibility of bureaux and public activities
Less reliance on email
Better knowledge
sharing and networking
Better document
sharing
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• Good communities need:
• Focus• Leadership• Governance• Flexibility
• To be a central and trusted resources
Conclusion
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wearesigma.com
Thank you
@WeAreSigma