Designing Services for the Public

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FJ O R D / O C T O B E R 2 8 , 2 0 1 5 Service Design Berlin Designing Services for the Public Katrin Dribbisch Martin Jordan

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Where are we?

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Who are we to talk about this topic? Katrin PhD Candidate, University of 
 Potsdam Martin MBA Candidate, Laurea University, Espoo / Finland

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Interview your neighbour for 2 minutes What was your last positive interaction with a governmental service?

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Public Services

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What? EXAMPLE SECTORS Health care Law enforcement Public libraries Public transit Urban planning Water supply Fire service Education Public broadcasting Waste management Gas & electricity Icons: Jan Windisch, Jamie Hamilton, Luis Prado, Jayson Lim, Benjamin Brandt, Ofer Lehr / The Noun Project Social services

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What? DEFINITION “A public service is a service which is provided by government to people living within its jurisdiction, either directly (through the public sector) or by financing private provision of services.” — WIKIPEDIA ‘Public Service’

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Recap P°litics f °r T° m°rr°w Innovative Approaches in Policy Making VERANSTALTUNG Politics for Tomorrow - a learning space for co-cre Das 21. Jahrhundert verlangt nach neuen Denk- und Handlungs plexität und beschleunigte Veränderungsdynamiken bringen He

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Why? PUBLIC SERVICE DESIGN meeting needs saving money humanising services engaging citizens Icons: Brock Kenzler / The Noun Project

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“We don’t only need politics for tomorrow, but as well citizenship of tomorrow.” — SABINE JUNGINGER P r o f e s s o r, B u s i n e s s a n d D e s i g n

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“The challenges we face: People’s expectations go up, while government’s budgets go down.” — A D A M W A LT H E R Innovation Consultant, FutureGov

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Usage of digital offerings in Europe 100 94% 75 50 25 0 35% Europeans with Facebook account Source: European Commission (2014); McKinsey 41% EU citizens using e-gov offerings Estonia’s active eID cards

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“There is a global contest to lead
 the next revolution in governance.” — PHILIPPE NARVAL M a n a g i n g D i r e c t o r, F o r u m A l p b a c h

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Reasons for not using e-government offerings Low usability / prefer personal touchpoint 80% 24% Missing IT experience 21% Missing knowledge about offerings 11% Concerns about data security 0 20 Source: McKinsey & Company, “E-Government in Deutschland: Eine Bürgerperspektive”, 2015 40 60 80

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Design in the public sector Examples

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Denmark: MindLab How can we better assist young jobseekers?

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A look behind the scenes: Example for User Research Content: MindLab conducted a user study for the Danish Employment Agency to understand young unemployed people
 Method: qualitative research methods & ethnographic interviews
 Output: a concept for a digital mentoring programme

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UK: Alzheimer 100 project Source: Tan/Szebeko 2009 How can we improve the dementia patient experience?

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A look behind the scenes: Example for Co-Design Content: creative solutions to the challenges presented by Alzheimer’s 
 Method: storytelling, personas, co-design workshops 
 Output: working in co-design teams including people with dementia, carers, service providers

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Singapore: Ministry of Manpower How can we enhance the work visa application process for foreign citizens?

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A look behind the scenes: Example for Prototyping and Testing Content: Ministry of Manpower in Singapore collaborated with IDEO to improve the processing of work passes, including the design of a new service centre
 Methods: spatial prototypes, service walkthroughs, user testing 
 Outcome: a new service centre

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Methods along the design process Deliver Solution Develop Problem Definition Define Design Brief Problem Discover

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MODEL Stratification of Design (Thinking) Large Scale Systems Policy Design Systems Design Environment Public Service Infrastructure Level of Complexity Systems & Behaviour Urban Planning SMEs Service Design Strategic Design Architecture Culture Artefact & Experience Engineering Interaction Design Human Computer Interaction User Experience Anthropological Design Human Centred Design Artefact Product Interior Fashion Jewellery — S. Di Russo (2013): http://ithinkidesign.wordpress.com/2013/03/26/design-wars/ Graphic Web & New Media

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Environment & infrastructure for innovation

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Training & skill development for public servants

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Think & note What was your last interaction with a governmental service that needs improvement?

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Apply problem definition framework A B C D E What is the problem? Why is it important? Who is the problem for? Who are the beneficiaries? Which are the stakeholders? What are the interests in dispute? What is your vision of success? What is the expected impact / outcome for citizens? — Nicolás Rebolledo Bustamante, Laboratorio de Gobierno de Chile

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Take-aways Consider internal and external stakeholders Build capability within the organisation Take a holistic approach
 –from policy to service delivery Impact can range from small to big scale

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To be continued at …

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Reading recommendations Recipes forSystemic Change In Studio: Bryan Boyer, Justin W. Cook & Marco Steinberg John Seddon ‘Systems Thinking in the Public Sector’ Sophia Parker & Joe Heapy: ‘The Journey to the Interface’ Bryan Boyer, Justin W. Cook & Marco Steinberg: ‘Recipes for Systemic Change’ Dan Hill: ‘Dark Matter & Trojan Horses’

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What do service designers earn? Take the survey: http://svy.mk/1Mt1k9I

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Thank you! servicedesignberlin.de @SD_Berlin @katrin_thinking @martin_jordan fb.com/servicedesignberlin Icons by Lil Squid, Edward Boatman, Gonzalo Bravo, Jeremy J Bristol, Attilio Baghino, Lorena Salagre, DesignNex, Nicholas Menghini, Joe Richardson, Guvnor Co, Mourad Mokrane, Hadi Davodpour, iconsmind.com, Luis Prado, Erwin Supriyatna, Jens Tärning

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