From sticky notes to seamless services: What I learned about Medway Council’s digital transformation
I had the opportunity to attend Medway Council’s Connect Day in May 2025, and the digital team showcased a transformative journey in public service delivery, one that moved from the chaos of sticky notes and scattered, outdated systems to streamlined, scalable digital services using Jadu Connect. The standout session was “Service design from the ground up”, led by Vicky Bichard, Lead Service Designer at Medway Council, which showcased how a service design-led approach not only brought clarity and consistency but also delivered measurable efficiencies across departments at the council.
The Challenge: too many systems, too little time
Vicky and the digital team at Medway Council shared their journey from a tangled mess of sticky notes, outdated systems, and disconnected workflows to a streamlined, scalable digital setup using Jadu Connect. It wasn’t just about upgrading technology; it was about rethinking how services are designed and delivered.
Like many local authorities, Medway Council grappled with legacy customer relationship management systems (CRMs), disjointed workflows, and a lack of time. With 29 service areas and 72 different workflows, service delivery had become unmanageable and tiresome for both staff and residents, as they attempted to maintain a legacy system while building new forms, which split their focus. Internal customer service officers faced frustration from duplicate reports and mis-assigned cases, while residents were often left confused, faced with unnecessarily complex processes that were difficult to navigate to complete simple tasks.
The foundation: designing for people and process
What impressed me most was how Medway embedded core service design principles into their transformation work, specifically the “5 Ps”: people, processes, policies, platforms, and performance.
Key activities, such as problem reporting, desk-based triage, on-site investigation, and outcome updates, were found to be common across many services. Recognising these patterns allowed the council to reuse workflows they had already built rather than build from scratch for each case, saving significant time.
The breakthrough: smarter tools, familiar processes
Introducing Jadu Connect proved to be a game-changer for the council. With the ability to reuse and adapt workflows, staff could build services swiftly while maintaining quality and consistency. By using familiar interfaces across a centralised system, teams were able to streamline processes, reduce the need for extensive retraining, and make changes with confidence.
The visibility offered by Jadu Connect made it easy for teams to refine processes, respond to feedback from internal staff and residents, and deliver outcomes more efficiently.
One of the highlights of the session for me was seeing the contrast between Medway’s old digital journeys and what they’ve built now. Vicky highlighted the contrast between the digital service journeys since redesigning them via Jadu Connect.
Before the redesign, the experience was plagued by:
After the redesign, the journey now features:
These improvements were underpinned by service design patterns that could be applied across all departments at the Council, reducing duplication and increasing public trust.
Scalable, adaptable and human-centred
What really stood out to me was how Medway’s transformation wasn’t just technical – it was cultural. Internal teams are now empowered to own and manage their services within a common framework, and services can be scaled, updated, and improved without disrupting operations.
By aligning around shared goals and putting user needs first, Medway demonstrated that real change is possible, even in complex systems and tight timelines. By having all active stakeholders involved in the process, Medway were able to identify and eliminate 75% of manual tasks, triage and duplication resolution carried out by officers. The data shows them what still isn’t working, and they can therefore see where continuous improvements are required.
Looking ahead
This session was more than a case study; it was a clear demonstration of what’s possible when service design is taken seriously. Medway has laid strong foundations, and with tools like Jadu Connect in place, they’re well positioned to keep evolving.
Seeing the live demo and hearing about the outcomes gave me a lot to think about. It’s encouraging to know that real change is achievable, even in complex environments and under tight timelines, when you centre the work around people, process, and purpose.
