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Tag: design

Making User Centred Design more inclusive

How do we support people from minority or disadvantaged backgrounds to get a career in User Centred Design?

If you look around for ways to get a careers in Digital/Tech, you would probably trip over half a dozen Apprenticeships, Academies or Earn as you Learn Schemes; not to mention Graduate Schemes; without even trying. However, all those opportunities would probably be within Software Engineering.

If you want to move into a career in Research, Product or Design; opportunities to do that without a Degree, or years of experience, are sparse.

Paper Prototypes/ Wireframes

When trying to find Design Apprenticeship or Entry Level schemes ahead of a talk I was giving to some sixth formers last month; I really struggled to find any opportunities that didn’t requite a Degree. In 2019 Kainos ran it’s first Design Academy, but for placements and Entry Level roles there was still the expectation you’d have a degree in Design; and its Earn as You Learn programme is for people looking for a career as a developer. Hippo are about to run their first Academy for Digital Change Consultants; which will then facilitate graduates moving into Product or Design careers etc, but it’s only for those with existing work experience looking to change careers; not young adults looking for their first career. FutureGov have previously run Design Academies but again these have been focused at Graduates. MadeTech’s Academy accepts people without a Degree, but is only for those interested in Software Engineering. Even the Civil Service Apprenticeships Scheme is focused on Software Engineering roles; with no opportunities within Product or Design. The National Apprenticeship Service does have a section for Design apprenticeships; but all the roles are focused on Content Marketing etc. rather than User Centric Design; and within the Digital Section, all the opportunities are for Technical Apprenticeships. Google have many Apprenticeship options, but their UX Design one only runs in the US.

After hours of searching I did find several opportunities; the first I found was with Amazon; who are now running their own User Experience Design and Research Apprenticeship, sadly however the criteria for candidates specifies that they must be working towards their Bachelors degree, or be an existing Amazon employee. The Second was a previous apprentice discussing their UX Apprenticeship with Barclays Bank, however when I searched for the Apprenticeship with Barclays itself, I could only find Technical ones, and none for Design, so if it does still exist, it’s not easy to find! While I could find plenty of Design Internships; they were all like the Amazon one; designed for students currently studying for the Bachelors degree.

I finally, FINALLY, found one actual opportunity I could share with the students I was speaking to, so well Done AstraZeneca, who seem to have the only real Research and Design Apprenticeship Programme available in the UK. But that was the only opportunity I found at the time of looking.

(EDITED TO ADD: The NHS Business Service Authority have just recruited their very first UCD Apprentices; all being well this programme will continue!)

group of fresh graduates students throwing their academic hat in the air

So, if you’re a budding 17 year old passionate about User Centred Design (UCD), is graduating from University your only real option? And if so, how many of our potential rising star researchers and designers are we losing because they can’t afford to attend University (or don’t want to)? Why are we (unintentionally or not) making Design so elitist?

There is a lot of data to suggest that Design as a career is predominantly white; there are many articles about the intrinsic racism within Graphic Design (as an example), and how racism has manifested itself in UX Design throughout the years. Given most Design roles insist on candidates having a Bachelors Degree or equivalent, the fact is that 72.6% of people starting undergraduate study in the 2019 to 2020 academic year were White. This, by default, suggests that most graduates will be white; and therefor White people will be the most likely to be able to apply for Entry Level roles in Design.

However, we also know that as a group, white students are the least likely to progress to University, and this is in part due to the wide gap in university participation between students who were on Free School Meals and those that weren’t, which is currently at 19.1% and growing. So, not only are most graduates going to be white, they’re also more likely to be from middle/high class backgrounds. Which could help explain (at least in part) why as a career, Design has struggled to diversify.

Given the massive demand for Designers within the Public Sector (and elsewhere) surely we need to once and for all sit down and crack the topic of Design Apprenticeships and Entry Level roles that don’t require a degree? Surely there’s a way we can give helping hand to those people out there who are interested in user centred design and desperately looking for their way in; but can’t or won’t attend university?

The only way we can make UCD as a career actually representative of the communities we’re meant to be designing for is if we can stop prioritising a Degree over passion and skill. So let’s aim to be more inclusive when we’re thinking about how we recruit the Design Leaders of tomorrow.

After all, inclusive design is the whole central principle of User Centred Design!

person in red sweater holding babys hand

#GovermentIsOpen

Why we need to bring user centric design into our Communications in the public Sector.

Having been involved in the hiring of many Content and Interaction Designers in the last few years, we’ve always preferred candidates from within the Public Sector, because they tend to have the same specialisms as we in the Digital Data and Technology (DDaT) Profession have, looking down our nose a little at applicants from the private sector who seem to be a bit of a ‘jack of all trades of design’ doing some social media, some UX and some content design.

A Neon sign showing 0 likes.

We want people who understand user centric design, who design services based on user needs. We want content designers used to working in multidisciplinary teams designing and developing services. We want Content Designers who are used to designing what ‘we’ class as Content, which having spoken to people interested in applying for our roles seems to be quite often different, or at least a narrower definition, to what the wider industry classes as Content. A search for content design jobs online shows the breadth of jobs that can fall under that category.

But in the last year or so I’ve begun to look at those we have left behind with this approach, those we have excluded and where this has left us, especially in terms of both recruitement, and our engagement with our users.

The Government Design community is constantly growing and expanding. With the salaries being offered quickly outsripping the number of candidates we have available. We are all constantly stealing candidates from each other, and those departments and agencies that can’t afford to pay that much, are left relaying on contractors because we can’t hire people.

Digital is seen as a channel for contact, and within the public sector we are moving our products and services online. However, social media is generally not considered as part of that transformation. It is not a transactional service, and therefor generally not considered within the remit of the Digital design teams. The content we put out on social media is seen as the same as we put out to the press, it is a tool for giving out information, as such the people on our social media teams tend to be comms professionals, or people with a background in journalism or marketting.

People looking at their phones

Interestingly Social Media teams are not generally included within the Government design community, and until a conversation 18 months ago with Joanne Rewcastle at DWP Digital I’d never really thought about that. The DDaT roles are based around the roles first needed by Gov.uk and expanded on from there as part of the work by GDS. As such these are the roles needed to design and develop transactional services. Which makes sense.

However, it means we are not thinking about what our users need from our social media. We are not designing the content we put on social media in the same way as the content we put on our digital services, or even our websites.

Also, it means when it comes to recruitment, we are not looking preferably on those people who have a social media or wider comms background as they are not, by the DDaT definition, Content Designers, and unfortunately it is currently quite hard for people working in Social media or wider comms to move over into the Content Design space as they tend to not have the experience of working in multidisciplinary teams or on transactional user needs driven services we are looking for.

With our digital services we have to ensure they are accessible. Our content designers and interaction designers are experts in making sure our content is accessible and understandable by everyone. But in my experience we haven’t been making sure our social media teams are experts in that as well.

A keyboard with an accessibility symbol

It was from Content Design and Accessibility expert colleagues I learned the rule of #CapatalisingYourHashTags so that they can be better understood by accessibility software. The same goes for images and emojis, are we all making sure we’re using them in such a way that screen readers and accessibility software can understand them? If our users are using social media, if that is a service we offer, then do we not have the same responsibility to make sure that service is as usable and accessible as any other service we offer? Even if it isn’t ‘transactional’.

Our Social media colleagues are generally great in helping us think about how to design messages in ways to engage the audiences on different channels, they understand the demographics of the users on the different platforms and what messages work best with which users where. They often have a wealth of data and evidence regarding our users that could benefit Product Development teams. When we’re considering as Product teams how to engage our users it seems to me that is a great time to engage with our social media colleagues. Equally, Product teams, through user research sessions and user needs analysis collect a lot of evidence and data teams that could benefit our Social Media colleagues. Unfortunately I’ve seen very few places pulling those skills together well.

Full credit to DWP Digital’s social media team here, where the team reached out and joined up with the content design community even though they were not officially part of it according to the DDaT professions, to ensure they were considering user needs in how they used social media. That team worked incredibly hard to build people’s awareness of how to use social media, to ensure content was accessible and usable.

A mix of laptops and smartphones on a desk

A few other Departments have done simillar, and I think that is a good thing. But I also think we need to look again at social media across the public sector. It’s not just a marketing tool anymore, In the age of the internet a good social media presence can make or break a company. Nothing is ever really gone from the internet, and that tweet or Facebook post from 5 years ago can come back to bite you on the bum.

So why are more places not using the principles of user design in our social media, or recognising the hard work of those people who are pushing for accessibility and user design in social media as much as those who are designing good content for a website or transactional service?

We need to recognise that the people within our Social Media teams and our Content Design teams have more in common than not, and that when we are recruiting we can gain a lot from people who come form both sides of that bridge.

Bringing Product and Design together to build a user centric culture

Why bringing Product and Design together is such a good idea.

Within the Product Management community we often talk about the importance of the Vision and how critical a prioritised backlog is. Making sure we understand our users needs and making sure we deliver quality services that meet those users needs.

Recently Service Design as a principle has been more widely embraced, and within Governments Digital, Data and Technology Professional Capability framework Service Design is now recognised as a role within its own right.

Within DWP the User Centric Design community has always been strong, brining together the Service Designers, Content Designers, Interaction Designers, Front End Developers and User researchers. Passionate people who want to design make sure we are designing our services around user needs.

Within the last year we’ve recognised the benefit of expanding our Product community to include not only our Product Owners and Managers, but also our Business Analysts and Business Architects. Those passionate about developing visions and products based on user needs, making sure we understand our processes and the vision and strategy for moving forward.

But so much of what those communities do, so much of what they are passionate about is the same. We all want to solve problems for our users, be they claimants, other government departments or our own staff. We want to do the right things for the right reasons. We ask “Why” a lot.

So it made sense for us to bring the Design and Product communities together into one overarching ‘family’; to share what we’re doing, to talk about what we all do and why, to share ideas for how we move our services and products in DWP forward.

To celebrate bringing our communities together, I organised and ran a conference to talk about Product and Design; how we could best work together to develop DWP’s User Centric culture, and ensure User Needs were at the centre of everything DWP delivered.

I found the day itself really positive. Lara Sampson, our new Product Design Directory, kick-started a jam packed day full of energy and enthusiasm. It was great to talk to people I hadn’t really had chance to talk to before. To learn more about some job roles I might be less familiar with, and I look forward to our next event when we’ll have even more members of our Product Design community there to celebrate with us.

The day was also a poignant one on a personal level as we said goodbye to those leaving DWP to move on to pastures new. On a personal note I had to say goodbye and thank you to Ben Holliday who has for the last year been DWP’s Head if Design, my co-conspirator, confidant and beacon of sense and stability. I’m very sad to see Ben go, but delighted that he had this new exciting opportunity to explore. Just know that the Product Design community would not exist today without Ben, he helped make us what we are and we are all incredibly greatful!

But for now, onwards and upwards, there is anyways more to do, and I for one am excited to see what our Product Design communities can deliver working closer together than ever.

This blog was originally written for @DWPDigital