Why ethics and service design must go hand in hand


Whilst ‘Digital Transformation’ once referred to redesigning ser- vices by making existing processes ‘digital’, today it means something markedly different. Service design has evolved and matured. It is at the forefront of re-imagining public services and improving lives for citizens, employees and organisations. Tis was a key reflection when I had the pleasure of chairing the panel session on Scotland’s Approach to Service Design and Delivery at this year’s Digital Scotland Conference. Another theme that emerged

was ethics. Following the confer- ence, I asked Jen Rodvold, the Head of Digital Ethics and Tech for Good at Sopra Steria, and she shared some fantastic insights into how service design and digi- tal ethics should fit together. Here are a few of her key takeaways.

ETHICS AND SERVICE DESIGN GO HAND IN HAND Ethics and service design cannot be thought about in silos. Tey complement each other because they prioritise the user and focus on better digital outcomes. By considering both from the outset, organisations will design services offering great user experience that deliver on business outcomes (efficiency, cost reduction, risk re- duction, etc.) whilst also achieving ethical outcomes for individuals, communities and society at large.

GIVING EVERYONE A VOICE Digital ethics is a way of under- standing and representing those with less or no power and no voices. It is a way of anticipating and mitigating hidden and long- term issues that could pose risk or harm in the future. For example, whilst service

design might aim to remove ‘stickiness’ or ‘friction’ from a

customer journey, digital ethics will consider the potential nega- tive risks to individuals, groups and behaviours such as obscur- ing people’s understanding of what they are giving up to use a service.

UNDERSTANDING USERS We also seek to understand users’ values, attitudes and perceptions of digital technologies, whilst also evaluating their under- standing of how digital works. We are upfront and proactive about highlighting digital service dynamics that they might not be aware of. Public understanding of digital

technologies is still relatively low. And as they continue to evolve at pace, we need to offer a systematic way for digital services designers to be responsible. Tis will only become more important as technologies get more sophis-

ticated in terms of AI and how data is used.

WHAT HAPPENS NEXT? I think everyone would agree that digital ethics is crucial. But how do we move from theory into action to ensure we are de- signing services responsibly? At Sopra Steria, we work with

organisations to develop digital ethics frameworks, strategies and implementation plans. Tese are used by service designers to in- form how data is used and which tech to select. Tey also inform non-digital interventions that might need to be developed to maintain ethical principles such as accessibility, safety and privacy. All of our work is underpinned by the leading standards and guidelines for responsible tech- nology from organisations such as the European Commission, OECD and WEF, concluded Jen.

I think, like all the conference

delegates, my mind was alive with ideas and actions after this ses- sion. I hope the above takeaways on ethics provide some more food for thought. Our view at Sopra Steria is that

digital ethics should be a thread running through every aspect of service design. Tis is how we can re-imagine public services that produce great outcomes not only for businesses but also for individuals, communities, society and the environment. l

Mags Moore, Director of Citizen and Devolved Government Services, Sopra Steria

Digital ethics should be a thread running through every aspect of service design


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52  |  Page 53  |  Page 54  |  Page 55  |  Page 56  |  Page 57  |  Page 58  |  Page 59  |  Page 60  |  Page 61  |  Page 62  |  Page 63  |  Page 64  |  Page 65  |  Page 66  |  Page 67  |  Page 68