User research synthesis
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KEY:Change in this area is important to solve itxxxxxxx
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Change in this area will support solving ityyyyyyy
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What does it need to solve it?Concept ideas

(click to view a concept sketch)
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ThemeSub-themeStandardDirectory productNew productCulture and behaviourBusiness processes (eg. procurement, budgets)Metrics / performanceTeam (roles & capabilities)123456
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Data managementxx
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Data managementData custodians lack capacity to maintain data - overstretchedxx
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Data managementPeople are too busy to update a directoryxx
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Data managementEditing service providers' data is time consuming and requires expertiseyxxxWell defined fields, guidance and better data validation
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Data managementUser-inputted data requires lots of moderationyxxxService checking and validation workflows
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Data managementMost data is input manuallyyxxxPull in existing data from trusted sources
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Data managementChecking / validation of data is usually every 3 months, but largely manual xxx
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Data managementDifficulty with getting service providers to provide and update datayxx
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Data managementEmail service providers periodically to update dataxxxAuto check and send data updates
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Events / activitiesxy
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Events / activitiesEvents and activities are important services. And are seasonalxyy
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Events / activitiesThere may be seasonal trends to consider in supply / demand of community servicesxy
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Events / activitiesMany service providers run drop-ins and / or weekly recurring events / activitiesxxyBetter date / time formatting for recurring activitiesDigital timetablesActivity feeds for different audiencesSurface seasonal contentImproved date/time filtering and searchCalendaring user interfaces and analysis
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Community service capacityyx
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Community service capacityThere is sensitivity around making eligibility criteria public, but uncertainty as to whyxx
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Community service capacityEligibility criteria are often hidden / only understood by professionals. People [who meet those] eligibility criteria have to work harderxx
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Community service capacityServices can in some cases be over capacity. (perhaps mainly at the critical needs side)xx
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Community service capacityFear about making eligibility criteria, capacity, contact person publicxy
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Community service capacityNot overview of all the services available and their eligibility criteriaxx
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Community service capacityLocal councils may manage demand for services through obscuring informationxx
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Community service capacityFear re making services visible - that capacity won't copexx
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TrainingyyxCross team trainingTraining health workers e.g. GPs and A&E teamsTrain the trainer with community connectorsInformation, guidance and support content
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TrainingTraining across teams is important to embed culture of useyyx
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Awareness of directoriesyy
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Awareness of directoriesMany service users don't know where to start looking for informationyy
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Awareness of directoriesAwareness of directories is important and can't just rely on word of mouthyy
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Awareness of directoriesPeople may need to be informed when new services are added / updated to build trustyxxAlerts and updates when new services addedShow the churn when services are updated / changed
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Geography / locationxxSmarter location data and intuitive geo-search
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Geography / locationBeing able to find services across authorities is importantxx
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Geography / locationCommunity services I search for must be geographically relevantxx
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Geography / locationLocations are currently text-basedxx
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Geography / locationA possible use case working up across geographic boundariesxx
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Trusting service qualityx"Tripadvisor" style rate & review by professionals
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Trusting service qualityThere is demand from referrers and service users to assess service qualityxy
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Trusting service qualityPeople who manage data / referrers actively assess qualityx
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Trusting service qualityTo ask for feedback as a way to review / verify the quality of a servicexxx
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Trusting service qualityPhoning services pre-referral to talk through details of individual casesxxy
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Trusting service qualityThere is no common way to assess service qualityxxx
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Trusting service qualityReferrers very actively assess the quality of the service through direct contact and researchx
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Trusting service qualityIt is important for referrers to have first hand experience of services. Assess appropriateness and build relationshipsxyy
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Trust in datay
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Trust in dataFear I can't trust the data if someone else is responsible for ityx
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Trust in dataPeople don't have trust in the data. They prefer to Google / have their own databaseyy
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Trust in dataNo one knows when, whether or why information in directories is out of date. Reduces trust in the data.yxAbility to report incorrect info
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Accessibility
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AccessibilitySome people need help to fill in the formsx
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AccessibilityEnd users might not have access to resources online / they'd prefer brochuresx
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AccessibilityAccessibility of directories, eg. WCAG, language is keyxx
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AccessibilityIt may be important for people with adult social care needs to have printed and physical things to feel confident and access servicesx
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AccessibilityMost service users have very limited resourcesx
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AccessibilityTransport options are important, especially to people with adult social care / SEND needsxxSearch and filter by accesible transport options
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AccessibilityMost people accessing community services are in a vulnerable place in their life
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Languagexxx
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LanguageUse everyday languagexxxDifferent language for professionals vs publicUse everyday languageMap professional terms to everyday language
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LanguageUse shorthand for own directoriesxxxshow
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LanguageReferrers tend to use everyday language but directories do notxxx
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LanguageLiteracy levels may be low and so important to consider in a standard / directoryxxx
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Quick intervention neededxx
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Quick intervention neededTimeliness is critical - meeting a service user's needs quickly avoids escalating complexity and costxx
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Quick intervention neededEarly intervention is critical to support someone to avoid crisisxx
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Quick intervention neededToo long waiting times until users get the help they need (up to +1 month)xx
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Defining community services
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Defining community servicesCommunity services = free or low cost
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Defining community servicesHow to decide when a service is added to a directory? (Framework to use?)xx
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Increasing demand and decreasing supply
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Increasing demand and decreasing supplyOngoing funding is an issue for directories / digital products --> LONGEVITYxA standard could make building community service products faster and easier for developers
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Increasing demand and decreasing supplyPoverty and cuts are having a large effect on supply (decreasing) and demand (increasing) of community services
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Increasing demand and decreasing supplyOften contacting a service to discover it's closed, changed offer, funding cut, key contact leftyDetect service provider email bouncebacks and push into validation workflowAutobot to update dataExpiry dates on community services data
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Increasing demand and decreasing supplyMoney / benefits related service needs are highest theme
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Tier #1: Core network
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Tier #1: Core network[inner circle] People don't need a directory for tier #1 contacts -> use phoneyContacts finder view of the directory focussed on professional contacts
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Tier #1: Core networkReferrers rarely use directoriesyBrowser plugin to quick add new services to shared directory
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Tier #1: Core network90% of the time, after a conversation referrers know who to refer someone to
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Tier #1: Core networkStick to what you know and trustx
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Tier #1: Core networkReferral circles +1 local knowledge
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Tier #2
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Tier #2Tier #2 [middle circle] - many people keep their own database in Excel
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Tier #2Many referrers refer based on own personal relationship with service providersyy
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Tier #2Some referrers may signpost to tier 2/3 type services at the end of their [client's] pathway
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Tier #2Referrers' experience and local contacts vs search for services
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Tier #2People have various personal systems to manage their trusted contacts / services in office softwareyyxEmail widget to capture and share newly discovered services
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Tier #2Typically homespun directories work as a fast way to find contact detailsyyPrivate favourites and notes for professionals
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Tier #3: Google (social media)xx
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Tier #3: Google (social media)For tier #3 [outer circle] referrals, most people use GooglexCommunity services show in the Google knowledge graph
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Tier #3: Google (social media)Whilst 90% of the time people know who to refer to, it can be very time consuming to find services outside the 10% they don'tx
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Tier #3: Google (social media)People often struggle to find what they're looking for in a directoryyyGuided user-led searchCommunity services triage
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Tier #3: Google (social media)What's the role of social media on advertising services? Especially for small organisationsx
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Tier #3: Google (social media)Tier 3 services are the hardest to find and the most specialistx
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Tier #3: Google (social media)Most people turn to Google as their first port of call. Standards, and products built on standards should be optimised for searchxx
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Directory substitutesxxx
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Directory substitutesLocal authorities have personal directories to find contact detailsxxx
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Directory substitutesRely on emails with colleagues for new service infoxxx
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Directory substitutesTeams have developed their own ways to share tier 2+3 contacts / servicesxxx
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Directory substitutesAsking a colleague is still a popular alternative to searching a directoryxxx
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Variety of awareness, acceptance, support of need
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