How Public Design - TAX

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  • 1. The letter
  • 2. Participating citizens Writer Architecht Graphic designer Eye tracking expert Activist New apartment owner Cartoonist Nurse School teacherChristianit (living in the free town of Christiania) Priest Rhetorician Poet Numerologist
  • 3. Individual interpretations The current letter
  • 4. School teacher I let a child in 5th grade read the text, and after text,reading it he crupled it and threw it out. I feel the same way. …The boy said: You have to be an adult to way. said: understand this. I thought: There are not many of us this. thought:who are not adults. … I feel like putting my fingers into adults. my ears and saying lalalalalalalala. It is paternalistic lalalalalalalala. and parent like so you feel like not listening. You do listening. not see the care for the society in this letter.
  • 5. Cartoonist I was startled at thecorrected assesment. First you have readthrough 1½ pages ofnumbers that you canunderstand the origin of and then comes this strange amount where suddenly the house is worth less. What do they mean by that?? What is happening?
  • 6. Writer I tried to understand why it is so difficult to understand these kind of writings from the public sector. It is difficult because they refer to some vanishing points where there is no argumentation for why things are as they are – where the author does not have to explain. Why these numbers? Who made up these numbers?
  • 7. Architecht It is a bit sad now – I noticed the word ”asbestos” – but once it was someones dream. Perhaps they build the house themselves. Someone loved it once. … Architechts have a strange mix of creative and very square. The creative makes it difficult for us to deal with text so I have ignored page 1. Page 2 with descriptions inspired some pictures in me.
  • 8. Graphic designer I have called it ”Dreams that build houses that break down dreams”. … The property estimation seems very square and practical but it could have something to do with emotions. I’m thinking about my ownsituation. I have a house and the last 7 years we have put a lot of blood, sweat and tears into building this dream house. But now the house ties us down to Denmark and makes it difficult for us to realize our present dream and dreams of the future: moving to another country. She turns out the light on the installation.
  • 9. Eye tracking expertI have focused on what the eyes fall on. I have taken the places where the text breaks down for me. I have put in latin words where I have to do something. Because I get nervous when it states that I have to do something. When you communicate something thatpeople have to act on it has to be precise. You have made adocument I do not understand. … You have made a document I have to be able to act on and I can’t. It is my responsibility!
  • 10. New apartment owner As a new owner I am very unexperienced. But I have some experience with ensurance. My dad says that I have to read all the fine print. … With the fine print I give up. You are not supposed to understand it. … I desperately try to find the important words that can shed some light, but it is impossible to find coherence. You do not have to read the fine print but it is very important, and then you feel cheated because you do not understand it. I don’t know if I owe 50.000 dkr or if SKAT owes me 50.000?!
  • 11. ActivistMy problem is the top-down control. Someone wants something from meregardless of who I am andwhere I am in my life. … And they expect that I act on it.So I chose not to. It does not open up for dialogue. … Some kind of life nerve has been pressed into a locked and square system that shows a snapshot. It is a society that does notengage in dialogue with its citizens. A pseudo life. It is as if it comes out of a machine.
  • 12. Group workThe future form
  • 13. Analysis
  • 14. From data to insight DATA FINDING THEME INSIGHT
  • 15. Conceptual clarificationDATA FINDING THEME INSIGHT Themes are patterns of Insights are cognitions orData is the amount of data Findings are condensed data and findings. Gathering findings in revelations that transcends(interviews and quotes, field still true to what was actually said themes is the first step of data, findings and themes.notes, desk research, etc.) that and done – that is they are not analyzing and interpreting. Insights are reached throughis generated during the analyzed and interpreted. the analysis and interpretationlearning process. process. Findings are elements of your data that you pick out as relevant An insight describes the and interesting. reason why a given situation is as it is and identifies the actual challenge that you are facing.
  • 16. Insights
  • 17. The citizens want an authority at eye level The citizens regard letters and information from SKAT as a threat,something you have to pull yourself together for, something that is not fun. The reason for this is that the citizens feel that SKAT is communicating in a paternalistic and inside language – a we that writes to a you. What the citizens want is an authority but at eye level.How might SKAT become an authority at eye level?
  • 18. SKAT is a machine that hits people in themiddle of their life dream, their blood, sweat and tears The property estimation letter is perceived as mechanical as if a machine has written it, and with impersonal and incomprehensible legal language and numbers that do not make sense to the reader. Itfrustrates the reader because it is their home, their dream, their blod, sweat and tears that SKAT is writing about in a very mechanical language. How might SKAT create some understandingbetween the ”machine” SKAT and the citizen as a unique and emotional human being?
  • 19. Written information is not always enough in order for the receiver to understand the message SKAT’s communications strategy prioritizes contact via internet and phone but the citizens feel that they need more than a letter or ahomepage – they need to feel that we know exactly their case so that we can help them. How might SKAT make sure that the citizens understand our communication and feel confident that we know exactly their case?
  • 20. The overflood of written information makes the message invisible to the citizenSKAT’s focus on rule of law and the strong tradition of much writing is reflected in the communication toward the citizens. SKAT wants the citizens to know everything and default is to put it in writing – all information in one text. And so the message drowns in a flood of words. How might SKAT work with communications towards the citizens so that we embrace all kinds of understanding (visual, auditive, kinesthetic)?
  • 21. The possibilities for the citizens to act disappear in a bermuda-triangleThe citizens acknowledte their responsibility and they want to act but they do not know how. The form and content of the letter reinforces their doubt:1. Why have I received this letter?2. Why this facit?3. When can I file a complaint? How might SKAT apply our visions of rule of law and openness better in this letter?
  • 22. Method learnings
  • 23. Fast, deep and cheap insight into the comprehension andfeelings of the users
  • 24. Physical expressions are easier to talk from
  • 25. Physical expressions makecommunication of insights much more effective
  • 26. Most people enjoyexpressing themselves and having their say – so it’s a fun process for all