{"id":451,"date":"2022-10-09T20:17:00","date_gmt":"2022-10-09T18:17:00","guid":{"rendered":"http:\/\/verwaltungsgestaltung.de\/notizen\/?p=451"},"modified":"2022-10-26T08:39:23","modified_gmt":"2022-10-26T06:39:23","slug":"week-23-at-the-digital-service-notes-for-4-7-october","status":"publish","type":"post","link":"https:\/\/verwaltungsgestaltung.de\/notizen\/2022\/10\/09\/week-23-at-the-digital-service-notes-for-4-7-october\/","title":{"rendered":"Week #23 at the Digital Service: Notes for 4\u20137 October"},"content":{"rendered":"\n<p>The week came and went fast. German Unity Day as a public holiday made it a short one, too.<\/p>\n\n\n\n<p>For the second time in 2 weeks, a team member presented at a Berlin design meetup. After I approached the organiser in late May for the first time, my colleague Nadine grabbed the mic at the <a href=\"https:\/\/www.meetup.com\/berlin-product-designers\/\">Berlin Product Designers meetup<\/a> on Thursday. She spoke about designing public services that work for their users. It\u2019s still a relatively new event series and is mainly run and attended by non-German speakers. Hosted at the AI Campus in Wedding, about 70 people showed up and had plenty of questions following Nadine\u2019s presentation.<\/p>\n\n\n\n<p>Attendees were interested in how to overcome practical challenges when working with bureaucratic public sector organisations, dealing with compliance when compensating user research participants, and thinking about data and long-term infrastructure.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">Full house at Berlin Product Designers Meetup \u2014 with <a href=\"https:\/\/twitter.com\/stadine?ref_src=twsrc%5Etfw\">@stadine<\/a> from <a href=\"https:\/\/twitter.com\/DigitalServBund?ref_src=twsrc%5Etfw\">@DigitalServBund<\/a> talking about designing public services that work for their users. <a href=\"https:\/\/t.co\/LsMESysTkG\">pic.twitter.com\/LsMESysTkG<\/a><\/p>&mdash; Service Design Berlin (@SD_Berlin) <a href=\"https:\/\/twitter.com\/SD_Berlin\/status\/1578078490599034880?ref_src=twsrc%5Etfw\">October 6, 2022<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n<\/div><\/figure>\n\n\n\n<p>The&nbsp;<a rel=\"noreferrer noopener\" href=\"https:\/\/github.com\/digitalservicebund\/public_documents\/blob\/main\/design\/061022-Berlin-Product-Design-Meetup-9-Nadine-Stammen.pdf\" target=\"_blank\">slides from Nadine\u2019s talk are on GitHub<\/a>, and we recorded the talk, so it should be on YouTube shortly.<\/p>\n\n\n\n<h2 class=\"has-h-3-font-size wp-block-heading\">Reflecting on the role of brands in public services<\/h2>\n\n\n\n<p>How should we approach branding in the context of public services and end-to-end service design? What role should brands play? And how might the approach be different to the private sector? I spent some hours contemplating these questions in the past few days.<\/p>\n\n\n\n<p>\u2018<a href=\"https:\/\/designnotes.blog.gov.uk\/2016\/07\/26\/when-design-should-get-in-the-way\/\">When design should get in the way<\/a>\u2019 is an excellent articulation on the matter by my former colleague and friend Stephen. In the blog post, Stephen talks about the various products and service components developed by GDS and how they are visible when users interact with them as part of their service journey. <\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/verwaltungsgestaltung.de\/notizen\/wp-content\/uploads\/2022\/10\/GOVUK-product-brands-1024x576.jpg\" alt=\"Logos of GOV.UK and its sub brands Pay, Sign In and Notify\" class=\"wp-image-520\" srcset=\"https:\/\/verwaltungsgestaltung.de\/notizen\/wp-content\/uploads\/2022\/10\/GOVUK-product-brands-1024x576.jpg 1024w, https:\/\/verwaltungsgestaltung.de\/notizen\/wp-content\/uploads\/2022\/10\/GOVUK-product-brands-300x169.jpg 300w, https:\/\/verwaltungsgestaltung.de\/notizen\/wp-content\/uploads\/2022\/10\/GOVUK-product-brands-768x432.jpg 768w, https:\/\/verwaltungsgestaltung.de\/notizen\/wp-content\/uploads\/2022\/10\/GOVUK-product-brands-1536x863.jpg 1536w, https:\/\/verwaltungsgestaltung.de\/notizen\/wp-content\/uploads\/2022\/10\/GOVUK-product-brands-1568x881.jpg 1568w, https:\/\/verwaltungsgestaltung.de\/notizen\/wp-content\/uploads\/2022\/10\/GOVUK-product-brands.jpg 1690w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>There are various GOV.UK product brands, like GOV.UK Pay, GOV.UK Sign In or GOV.UK Notify. But they only matter for internal users \u2013 for civil servants but not citizens and other end users. So these brands only exist behind the curtain that\u2019s never pulled for the users.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"682\" src=\"https:\/\/verwaltungsgestaltung.de\/notizen\/wp-content\/uploads\/2022\/10\/GOVUK-Notify-Message-1024x682.jpg\" alt=\"A person\u2019s hand holding a smartphone showing two text messages, the most recent one saying: \u2018Your new passport is being sent to the address you gave us. You should receive it within 2 days. Track you application at www.passport.service.gov.uk\/track\u2019\" class=\"wp-image-523\" srcset=\"https:\/\/verwaltungsgestaltung.de\/notizen\/wp-content\/uploads\/2022\/10\/GOVUK-Notify-Message-1024x682.jpg 1024w, https:\/\/verwaltungsgestaltung.de\/notizen\/wp-content\/uploads\/2022\/10\/GOVUK-Notify-Message-300x200.jpg 300w, https:\/\/verwaltungsgestaltung.de\/notizen\/wp-content\/uploads\/2022\/10\/GOVUK-Notify-Message-768x512.jpg 768w, https:\/\/verwaltungsgestaltung.de\/notizen\/wp-content\/uploads\/2022\/10\/GOVUK-Notify-Message-1536x1023.jpg 1536w, https:\/\/verwaltungsgestaltung.de\/notizen\/wp-content\/uploads\/2022\/10\/GOVUK-Notify-Message-1568x1045.jpg 1568w, https:\/\/verwaltungsgestaltung.de\/notizen\/wp-content\/uploads\/2022\/10\/GOVUK-Notify-Message.jpg 1690w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Users might receive a text message, email or letter from a service they interacted with \u2013 sent via the GOV.UK Notify component. However, from a brand perspective, only the service and GOV.UK as the home of the service are visible. The behind-the-scenes branding of the infrastructure remains hidden because there is no need to expose it.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"397\" src=\"https:\/\/verwaltungsgestaltung.de\/notizen\/wp-content\/uploads\/2022\/10\/GOV-UK-Pay-Interfaces-1024x397.gif\" alt=\"Two screenshots of software interfaces with GOV.UK branding. On the left is a form asking for credit card details for a payment of \u00a3150, an end-user-facing interface with general GOV.UK branding.\n\nOn the right is a more detailed multi-field search dialogue with various fields and a table list below, a civil service-facing interface with dedicated GOV.UK Pay branding \" class=\"wp-image-530\" srcset=\"https:\/\/verwaltungsgestaltung.de\/notizen\/wp-content\/uploads\/2022\/10\/GOV-UK-Pay-Interfaces-1024x397.gif 1024w, https:\/\/verwaltungsgestaltung.de\/notizen\/wp-content\/uploads\/2022\/10\/GOV-UK-Pay-Interfaces-300x116.gif 300w, https:\/\/verwaltungsgestaltung.de\/notizen\/wp-content\/uploads\/2022\/10\/GOV-UK-Pay-Interfaces-768x298.gif 768w, https:\/\/verwaltungsgestaltung.de\/notizen\/wp-content\/uploads\/2022\/10\/GOV-UK-Pay-Interfaces-1536x595.gif 1536w, https:\/\/verwaltungsgestaltung.de\/notizen\/wp-content\/uploads\/2022\/10\/GOV-UK-Pay-Interfaces-1568x608.gif 1568w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>The same happens in the interface: End-users only see the general GOV.UK brand when interacting with the GOV.UK Pay component integrated into a service. But civil servants managing payments for their service have a custom interface for this task. So specific branding only appears where it needs to be and for whom needs to see it.<\/p>\n\n\n\n<p>Brands should give users orientation, lead them the right way and instruct where necessary. They should only exist where they help get users closer to their goal or desired outcome. Brands shouldn\u2019t be in the way. Too many of them make recognition more difficult and reduce trust.<\/p>\n\n\n\n<p>There are occasions when the user\u2019s journey needs to leave the web-based service or transaction. GOVUK\u2019s ID Check app is such a point that needs to be marked and branded. The user jumps from browser to app and back to the browser. The branding is as clearly related as possible. The sub brand\u2019s name is a pragmatic description \u2013 saying what the app does: ID checks.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"988\" height=\"919\" src=\"https:\/\/verwaltungsgestaltung.de\/notizen\/wp-content\/uploads\/2022\/10\/GOV-UK-ID-Check-AppStore.jpg\" alt=\"A screenshot from the Apple AppStore showing the GOV.UK ID Check app for iPhone with its branding and crown in the app icon and 4 illustrations of sample screens.\" class=\"wp-image-537\" srcset=\"https:\/\/verwaltungsgestaltung.de\/notizen\/wp-content\/uploads\/2022\/10\/GOV-UK-ID-Check-AppStore.jpg 988w, https:\/\/verwaltungsgestaltung.de\/notizen\/wp-content\/uploads\/2022\/10\/GOV-UK-ID-Check-AppStore-300x279.jpg 300w, https:\/\/verwaltungsgestaltung.de\/notizen\/wp-content\/uploads\/2022\/10\/GOV-UK-ID-Check-AppStore-768x714.jpg 768w\" sizes=\"auto, (max-width: 988px) 100vw, 988px\" \/><\/figure>\n\n\n\n<p>This pragmatic approach follows what others like Rebekah Barry and Tom Hewitson have proposed. <a href=\"https:\/\/docs.google.com\/presentation\/d\/1XPhbm-u4nbQpWlxNR65qTHo3zDkW7xC30hEMBZx97ic\/mobilepresent?slide=id.g38e3820c69_0_153\">In Rebekah\u2019s words<\/a>:<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"--col-width:100%;flex-basis:100%\">\n<div class=\"wp-block-group\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p>Good service names: <\/p><\/blockquote>\n\n\n\n<ul class=\"wp-block-list\" id=\"block-aa332f45-9ef9-43b5-ba46-84ddb1d7983c\"><li>use the words users use<\/li><li>are based on analytics and user research<\/li><li>describe a task, not a technology<\/li><li>don\u2019t need to change when policy or technology changes<\/li><li>are verbs, not nouns<\/li><li>don\u2019t include government department or agency names<\/li><li>aren\u2019t brand-driven or focused on marketing<\/li><\/ul>\n\n\n\n<p>Considering this, brands in the context of public services follow different rules and logic than their siblings in the private sector. Commercial organisations and companies need to cut through the noise of their competitors. They rely on brands and brand names that stand out from other products and services doing the same or a similar thing. They count on people to remember them, value them and return to them for spending more with them.<\/p>\n\n\n\n<p>Public sector brands do not have to follow that logic as their \u2018market\u2019 conditions differ. There might still be different organisations providing products and parts of a service, but they can appear as one.<\/p>\n\n\n\n<p>For the user, such a unified brand approach \u2013 as modelled by GOV.UK \u2013 reduces cognitive load and helps build trust.<\/p>\n\n\n\n<p>In Germany, the current approach is still a little different. There are several vastly different brands and competing offerings when using public services online. They don\u2019t follow a clear and coherent naming logic or even use the <a href=\"https:\/\/styleguide.bundesregierung.de\/\">Federal government\u2019s established style guide<\/a>.<\/p>\n\n\n\n<p>It requires a multi-actor coalition with senior backing to change that. But I am hopeful we can sort some things in the coming months and years.<\/p>\n\n\n\n<h2 class=\"has-h-3-font-size wp-block-heading\">What\u2019s next<\/h2>\n\n\n\n<p>Next week, I\u2019ll be in Freiburg in southwest Germany to help co-run <a href=\"https:\/\/www.eventbrite.de\/e\/public-service-lab-day-2022-tickets-389420155167\">Public Service Lab Day<\/a>, co-present a short input, and co-deliver 2 workshops with my colleague Katja. There\u2019s quite a bit of prep that still needs to be done.<\/p>\n<\/div><\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>In the first week of October, Martin spent time contemplating brands and branding the German public sector and in the context of public service journeys. He looked at GOV.UK work for inspiration and reference. A member of his team went to speak at a meet-up about designing public services that work for all.<\/p>\n","protected":false},"author":1,"featured_media":453,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8,7],"tags":[],"class_list":["post-451","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-english","category-weeknote","entry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Week #23 at the Digital Service: Notes for 4\u20137 October - Verwaltungsgestaltung \u2022 Notizen<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/verwaltungsgestaltung.de\/notizen\/2022\/10\/09\/week-23-at-the-digital-service-notes-for-4-7-october\/\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/verwaltungsgestaltung.de\/notizen\/2022\/10\/09\/week-23-at-the-digital-service-notes-for-4-7-october\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/verwaltungsgestaltung.de\/notizen\/2022\/10\/09\/week-23-at-the-digital-service-notes-for-4-7-october\/\"},\"author\":{\"name\":\"Martin Jordan\",\"@id\":\"https:\/\/verwaltungsgestaltung.de\/notizen\/#\/schema\/person\/701c6d4d31c2f752efcdb1c45fb7a25d\"},\"headline\":\"Week #23 at the Digital Service: Notes for 4\u20137 October\",\"datePublished\":\"2022-10-09T18:17:00+00:00\",\"dateModified\":\"2022-10-26T06:39:23+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/verwaltungsgestaltung.de\/notizen\/2022\/10\/09\/week-23-at-the-digital-service-notes-for-4-7-october\/\"},\"wordCount\":872,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/verwaltungsgestaltung.de\/notizen\/#organization\"},\"image\":{\"@id\":\"https:\/\/verwaltungsgestaltung.de\/notizen\/2022\/10\/09\/week-23-at-the-digital-service-notes-for-4-7-october\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/verwaltungsgestaltung.de\/notizen\/wp-content\/uploads\/2022\/10\/Berlin-Product-Designer-Meetup-Oct-6-22.jpg\",\"articleSection\":[\"English\",\"Weeknote\"],\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/verwaltungsgestaltung.de\/notizen\/2022\/10\/09\/week-23-at-the-digital-service-notes-for-4-7-october\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/verwaltungsgestaltung.de\/notizen\/2022\/10\/09\/week-23-at-the-digital-service-notes-for-4-7-october\/\",\"url\":\"https:\/\/verwaltungsgestaltung.de\/notizen\/2022\/10\/09\/week-23-at-the-digital-service-notes-for-4-7-october\/\",\"name\":\"Week #23 at the Digital Service: Notes for 4\u20137 October - 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