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A guide for councils
Tamara Bangura
Account Manager, Invuse
20 April 2024
10 min read
The question for councils is no longer if digital transformation is necessary, but how to leverage it effectively. Collectively, we can help transform the way Family Hubs empower families by always keeping family needs at the heart of every step, and using digital technology to continuously improve the access to these support services.
Do not design, build, or change a digital service simply because you are being asked to, or because funding has been provided. Undertake these initiatives because you are committed to making a difference in the communities you serve, improving lives, or even saving your council time, resources, and money. That’s fine too.
When you embark on this work, strive for excellence. Do not rely solely on the skills and experience of your professionals and staff to lead this program, as that approach WILL lead to guesswork and more work in the future. Instead, engage directly with the people who will use the service—those who it truly impacts. Consider the parents who need to find information while pushing a pram, juggling a night feed, or coping with the stress of being a single parent. Their insights are crucial in creating a service that genuinely meets user needs, and are the difference between a decent service and an empowering service.
As the Family Hubs and the Start for Life Programme climb higher on councils’ digital agendas, many councils across the UK are now looking for ways to integrate these initiatives with existing children and family support services, while balancing resource constraints. This is a tough ask, both technically and from a user experience standpoint. However, there is no hiding from the fact that if councils can achieve this—by working together and trying new things—Family Hubs will become even more beneficial for families.
The Family Hubs and Start for Life programme is a government funded initiative designed to transform the way local authorities provide key services to families. Offering support to families from 0-19, or up to 25 for those with Special Educational Needs and Disabilities (SEND), with a great Start for Life offer at their core. As well as this, the programme highlights the importance of the first 1,001 days of a child’s life and focuses on providing support and guidance to parents and carers during this time, and how councils should support.
Designed to support families, particularly during the crucial early years, the Family Hubs and Start for Life Programme are well-conceived initiatives that should set councils on the right path to becoming game-changers in how families receive support. This widespread approach could prove significant in combating the tough problems that some families face, such as:
Compared to 2022, 2023 saw a significant 9% increase in arrests of children for notable offences. (Youth justice statistics: 2022 to 2023, GOV.UK).
With 12 million children living in England, just over 400,000 (3%) are in the social care system at any one time, and just over 82,000 children are in care. Compared to 2022, 2023 saw a 9% increase in the number of children’s homes. (Children’s Social Care in England 2023 (2023) GOV.UK).
Providing easy-to-access support, such as parenting programs and social services, empowers families with preventative measures. This proactive approach ensures that families can receive the help they need before problems escalate, potentially reaching a crisis point, and also contributes to the prevention of future crime.
However, despite the program’s potential, a key challenge for many councils is evident in how to turn its vision into reality. Uncertainty around Family Hubs can cause hesitation or even reluctance to start. It’s understood that some councils are probably wondering how to implement these hubs and how they align with the Department for Education’s goals, one of which is to ensure strong local leadership and accountability, along with building a clear economic case for the program.
Family Hubs aim to be a one-stop shop, offering support and information from a variety of services to children, young people, and their families. This can include, but is not limited to, Family Information Services and the SEND Local Offer.
However, like most ideal scenarios and the successes they promise, obstacles and challenges come in equal measure. Many councils are finding it difficult to secure the resources needed to launch these hubs, resulting in delegations to other teams or a slip down their agenda. It’s completely understandable: it can be confusing to know which information to gather, from where, and which sources to trust. Additionally, councils must present a business case, devise a delivery plan, and demonstrate a return on investment, all while managing other priorities and wider budget cuts.
Connected by the same goal, it must be recognised by councils that in order for Family Hubs to be successful and truly meet the needs of their communities, they must be adapted and tailored specifically to fit the local context—both physically and digitally. This adaptation should integrate the three main principles highlighted below, along with successful examples of how other councils are embracing the programme.
However, like most ideal scenarios and the successes they promise, obstacles and challenges come in equal measure. Many councils are finding it difficult to secure the resources needed to launch these hubs, resulting in delegations to other teams or a slip down their agenda. It’s completely understandable: it can be confusing to know which information to gather, from where, and which sources to trust. Additionally, councils must present a business case, devise a delivery plan, and demonstrate a return on investment, all while managing other priorities and wider budget cuts.
Family Hubs provide families the support services they need, making it easily accessible.
The ability to schedule doctor appointments, apply for courses, or reserve childcare spots directly through the website or app, 24/7. This allows families to skip the hassle of hold times, letting them find convenient slots to fit their schedule. Ultimately, online booking streamlines the process, reduces wait times, and allows more time to focus on what matters most – your family.
Cumbria Council is a perfect example of a council incorporating an ‘Adult Learning’ section in their Family Hub to support Adults in areas such as digital skills, maths, health and well-being and many more areas.
Family Hubs act as a bridge in connecting families with the full support made available.
The ability to connect with other families that are also facing similar challenges. Speak with parents who understand what you’re going through, share experiences and create a community. This type of online support can provide immense comfort, offering encouragement and advice from others who “get it.”
Doncaster Council have implemented an easy-to-use and free ‘Online parenting programme’ which can be done from any computer or mobile phone with internet access These have been developed with the aim of families being able to develop better relationships with their children or teenagers.
Family Hubs understand the importance of strong relationships in supporting child and family well-being.
Specific staff is readily available for video calls with families or individuals. This allows families to receive personalised support and build trusted relationships with professionals, even if they haven’t met in person. This makes it easier for families with children who may struggle to get to physical locations for support.
‘Just One’ Norfolk offers a great video consultation service with the support of NHS England, allowing families to get the support they need online, from wherever they feel comfortable.
The program extends beyond physical spaces; digital platforms and the user experience they provide are equally critical elements in making these services more accessible and effective for families. Digital empowerment comes through features that offer 24/7 access to information, eliminating the need for long phone calls or in-person visits. Being able to accomplish tasks online, alongside helpful guides and easy access to activities or educational materials tailored for children, fosters learning and engagement within families.
To ensure this platform fulfils its purpose, it’s essential to understand what families need, including their digital requirements.
It’s important to highlight that digital skills vary significantly across the UK. Many Family Hubs adopt a comprehensive approach to ensure that everyone receives equal support, but this support needs to be both tailored and targeted to ensure that information is easily accessible and digestible. This can include offering services through convenient physical locations for in-person support, providing user-friendly online platforms, and featuring resources such as a community directory designed for all skill levels. Additionally, optional resources should be available for families wishing to improve their digital skills. These measures will ensure that no family is left behind and everyone can access the vital support that Family Hubs offer.
It can be daunting for councils to know how, where, and when to start with their Family Hub, and this uncertainty often stems from the unknown. Without engaging with families, adults, and young people—including those with SEND—councils might lack the crucial understanding of what their community truly needs and deserves. Instead, they may rely on their ‘professionals’ to design and develop digital services, which can amount to mere guesswork.
Assumptions do not build great platforms; rather, it’s about leveraging data and understanding the actual needs of each user demographic using the service. By directly engaging through workshops, surveys, usability testing, and interviews/focus groups, we can precisely identify what families struggle with online. Examining what resources and support systems are already effective allows councils to build upon current strengths and identify areas where Family Hubs can fill important gaps. This approach shows initiative and avoids the mistake of overshadowing successful local efforts with entirely new programs.
The Government Digital Service (GDS) sets high standards for user research, ensuring that Family Hubs are safeguarded through various methods to understand their needs before launch. It is through this iterative process of listening and improvement that Family Hubs can continuously meet family needs, thereby creating a more inclusive and empowering experience for all families
Invuse is currently collaborating with nine councils on their Family Hubs, Local Offer, and wider Family Information Services to create connected, accessible user experiences that truly work. One notable collaboration involves Kent County Council on a Family Hub project, where Invuse team members spent two days visiting four children’s centres in areas with diverse demographics to better understand individual needs. It’s important to highlight that Family Hubs, although a government initiative, are not a ‘one-size-fits-all’ program.
Essex County Council is another council making significant strides in this area. Invuse had the privilege of participating in nine workshops with different community groups, including parents, carers, professionals, and children with Special Educational Needs and Disabilities (SEND). This experience was eye-opening and crucial for co-producing a leading Local Offer service that is now being pioneered across the country.
Throughout both projects, Invuse directly engaged with parents involved in various Start for Life programs to gain an in-depth understanding of their current situations, challenges, and support needs. As part of this process, guerrilla testing was conducted—asking users pointed questions to obtain detailed feedback and insights, enabling recommendations for optimal support within Kent’s Family Hub, always prioritising user needs to drive desired outcomes.
To ensure your Family Hub provides seamless, vital support for families and meets everyone’s needs, carrying out inclusive user research is essential. Here’s what this involves:
By conducting an inclusive user research process, you contribute to creating a Family Hub that meets Web Content Accessibility Guidelines (WCAG). Prioritising the voice of your users ensures that your platform serves a wide range of needs and abilities, preventing any family from feeling left behind.
In a public sector environment where budgets are shrinking and Microsoft seems to be the answer to everything, don’t hesitate to challenge the status quo. Ultimately, if you deliver results that genuinely improve the lives of your community, no one will question the path you took to get there.
I hope the insights provided above are helpful, even if only slightly. If not, thank you for taking the time to read this anyway.
Connect with Tamara on LinkedIn
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