Overview

The Department for Work and Pensions (DWP) is undertaking a major transformation initiative called the Service Modernisation Programme (SMP) to revolutionise its service delivery and organisational structure. As one of the UK’s largest government departments, DWP faces significant challenges in modernising its operations, including managing services for approximately 20 million customers.

The SMP aims to create a more user-centric organization, which is particularly challenging given DWP’s size and established culture. Key objectives include improving accessibility, responsiveness to customer needs, and overall service quality while enhancing operational efficiency.

Problem Space

A core challenge in this transformation is shifting from a product-centric to a scenario-based service model. User research indicates that citizens prefer a holistic approach where they can describe their circumstances and receive comprehensive financial support, rather than navigating multiple benefit-specific journeys. However, implementing this change across DWP’s vast and complex structure requires significant cultural and operational shifts.

My Role As A Lead Service Designer

As the lead service designer, my role was crucial in driving the user-centered design (UCD) approach and ensuring adherence to design principles. I facilitated co-creation by collaborating with subject matter experts from various areas of the organisation. My key responsibilities included:

– Stakeholder management

– Conducting workshops to generate design ideas

– Developing a comprehensive service blueprint maps

– cross-channel journey maps

– Supporting user research sessions

– Implementing agile methodologies

– Assisting interaction designers

– Presenting work to senior stakeholders and decision-makers

Key Deliverables 

– To-Be Service Blueprint Map

– Cross Channel Customer Journey Map

– Clickable Prototype

Outcome & Results

The project outcomes were highly successful. Our deliverables, including a clickable prototype for the future state design, gained approval from senior stakeholders and supported the business case for treasury funding. Additionally, I contributed to establishing the transition from the Alpha to Beta MVP stage during the handover period, setting the foundation for the program’s continued development towards its 2030 vision.