Digital Inclusion and Customer Journeys

1. Digital Inclusion and Customer Journeys Material inspired from the Really Useful Days run by Local Direct http://www.localdirect.gov.uk/resources/ Linkedin: Kathryn Sexton @katsexton8

2. Why does it matter? • Sarah Prag made some excellent points about why digital inclusion matters for everyone: It is likely to help: • Save or make money • Find jobs • Become less isolated • Increase health and wellbeing

3. Tackling digital exclusion By: • Making online services so good that people choose to use them • Assisting people who can’t use online services themselves • Helping people go online and develop their skills What do you do in your authority?

4. Digital Inclusion scale - UK • Never have, never will • Was online but no longer • Willing and unable • Reluctantly online • Learning the ropes • Task specific • Basic digital skills • Confident • Expert 14% 7% 79%

5. What’s stopping them? (In levels 1-3) If we understand why people aren’t online, then we can find ways to help them

6. Making online services easy – example customer journey Bex has received a parking fine. Bex is: • 19 years old • Lives at home • Struggled at school at left at 16 with virtually no qualifications (has low literacy) • Training to be a hairdresser • Has a smart phone which she uses to text and use facebook and Youtube

7. Now using Bex as your persona… • What would you do if you received a parking fine? • Try the customer journey to pay for the fine using these council websites: • Malvern hills • Barrow in Furniss • Camden • What would Bex find difficult? • How could her experience be improved?

8. Assisting people and helping people get online and develop their skills • Does your authority offer support to people using online services? • Is this our role and where do we draw the line? • What opportunities are there for local authorities to help with this? • Who else can help? • http://www.tinderfoundation.org/what-we-do/uk-online-centres