The Government Data Quality Hub (DQHub) has recently produced a set of posters and accompanying guidance which aim to help social researchers challenge assumption-based design.
The principles outlined in these posters should aid the identification, challenge and reframing of assumption-based statements during design. In turn, this will aid you to focus on quality and fitness-for-purpose from the outset.
The importance of challenging assumption-based design decisions
It can be all too easy to refer to opinions or assumptions when designing a product or service. Making decisions based upon assumptions risks
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designing the wrong thing
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creating products or services that are not used or well understood by the intended users
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collecting inaccurate, unreliable, or poor-quality data
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increasing burden on the users of our services
To drive good quality from the start, we promote the use of User Centred Design (or Respondent Centred Design if working with surveys). This is in line with government good practice for service design. User-centred design is defined as learning about the needs of those who will use your service and designing it to meet them.
It is important to take on board and understand the needs of the users of those services, rather than making assumptions based upon our own feelings. Without carrying out research with users, there is a risk of not understanding
- what problems needs to be solved
- what to build
- if the service being created will work well for those who need to use it
What the posters and guidance are for
There are some phrases to listen out for when designing services and products that show evidence is not being used to inform design decisions. We have called these ‘red flag’ statements.
Each poster gives an example of common red flag statements which are can be sometimes heard when designing new products and services. The red flag statements are informed by opinions and assumptions, which means they should be challenged.
Next to these red flag statements are examples of ‘green flag’ statements. These statements give examples of what to listen out for to ensure decisions are being made on evidence rather than opinion.
Our posters enable assumption-based statements to be challenged. They aim to help ensure decisions are based upon up to date, well-evidenced user needs.
Get in touch
If you would like to find out more about DQHub’s work, or if you have any questions, please do get in touch with DQHub@ons.gov.uk.
Additional guidance
You can also take a look at our other guidance pieces and courses. These provide further advice on designing surveys and questionnaires in a user-centred way, putting quality at the heart of design. These are
