- 15 Principles
- 1. Easy to find
- 2. Clearly explains its purpose
- 3. Sets the expectations a user has of it
- 4. Enables a user to complete the outcome they set out to do
- 5. Works in a way that is familiar
- 6. Requires no prior knowledge to use
- 7. Agnostic to organisational structures
- 8.Requires as few steps as possible to complete
- 9. Is consistent throughout
- 10. Should have no dead ends
- 11. Usable by everyone, equally
- 12. Encourages the right behaviours from users and staff
- 13. Respond to change quickly
- 14. Clearly explain why a decision has been made
- 15. Makes it easy to get human assistance
What is a service
A service is something that help someone to do something.
Your user define what your service is.
What makes a service good
Good services are designed for
- User: does what they need to do, in a way that works for them
- Organisation: it's profitable and easy to run
- Society: it does not destroy the world we live in, or negatively affect the society
1. Easy to find
The service must be able to be found by a user with no prior knowledge of the task they set out to do. For example, someone who wants to 'learn to drive' must be able to find their way to 'get a driving licence' as part of that service unaided
2. Clearly explains its purpose
PURPOSE = WHAT your service does + WHY it does it + HOW it does it + WHO it's for
The purpose of the service must be clear to users at the start of using the service. That means a user with no prior knowledge must understand what the service will do for them and how it will work.
3. Sets the expectations a user has of it
Clearly explain what is needed from the user to complete the service and what that user can expect from the service provider in return. (How long something will take to complete, how much it will cost or if there are restrictions on the type of people who can use it)
4. Enables a user to complete the outcome they set out to do
Helps the user to achieve a goal. Starts from the moment that a user is considering doing something to the moment they have achieved their goal, including any steps needed to support the user after they have reached their goal
5. Works in a way that is familiar
People base their understanding of the world on previous experience. If there's an established custom for your service that benefits a user, your service should conform to that custom.
6. Requires no prior knowledge to use
7. Agnostic to organisational structures
The service must work in a way that does not unnecessarily expose a user to the internal structures of the organisation providing the service.
8.Requires as few steps as possible to complete
As minimal interaction from a user as possible to complete the outcome that they're trying to achieve.
9. Is consistent throughout
Should look and feel like one service throughout, regardless the channel it is delivered through. Across User Journeys, each channel, over time, between users.
10. Should have no dead ends
Should direct all users to a clear outcome, regardless of wether the user is eligible or suitable to use the service. No one should be left behind.
11. Usable by everyone, equally
The service must be usable by everyone who needs to use it, regardless of their circumstances or abilities. No one should be less able to use the service than anyone else. Safe - perceivable - understandable - operable - robust
12. Encourages the right behaviours from users and staff
Should encourage safe, productive behaviours from users and staff that are usefully beneficial,
13. Respond to change quickly
Adaptively change in a user's circumstance and make this change consistently throughout the service.