Service Design is a valuable tool in business change and putting customers at the heart of all that we do, but it is only one part of a collaborative, cross-functional team that is put in place to drive service transformation and release value to the business and our users.
The typical structure of a multi-functional team is made up of several core skills (rather than dedicated people), and it is through the blending of these different areas of expertise that the real value in business transformation is delivered.
As well as Service Design, the core team consists of:
- Product Management – usually someone from the service that is being worked with, who represents the business needs and has the authority to make decisions
- Content Design - Content designers make things easier for people to use and understand through the creation of - or changes to - a transaction, product, or single piece of content that stretches across digital and offline channels.
- Frontend Design and Development - A Frontend Designer & Developer works out the best way to let users interact with services, in terms of both overall flow and at the level of individual design elements, and then designs, builds, and improves website software that meets user needs.
- Software Development - A Software Developer designs, runs, and improves software that meets user needs.
- Business Intelligence – Business Intelligence provide data analytics to help inform decision making, data visualisations to help tell a story, and ongoing reporting frameworks.
There are also wider supporting functions that may be present early in a project to provide input and oversight, but whose input may decline over time, or who may be called in at points during the project where their expertise is required. The role of these functions is to ensure compliance with legislative and corporate requirements.
- Finance – Finance representatives align service improvements with wider organisational financial objectives, advise on the best solutions for taking payments, ensure compliance with financial regulations and standards, and provide support with configuration of financial systems.
- Equalities – The Equalities representatives ensure that services are designed with inclusivity and diversity in mind, considering user demographics, abilities, and cultural backgrounds.
- Information Governance – The IG role ensures that we integrate privacy, security, and regulatory requirements into the service design process, ensuring data protection, compliance, and ethical considerations.
- Organisational Development – The OD (Organisational Development) team help to address cultural and operational challenges, driving necessary changes, and ensuring successful adoption of new ways of working for services.
