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FJ O R D / O C TO B E R 2 8 , 2 0 1 5
Designing Services
for the Public
Katrin Dribbisch
Martin Jord...
Where are we?

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Designing Services for the Public / Service Design Drinks



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What does it take to improve existing public services? Or create new ones which better address citizens’ needs? Which stakeholders need to be involved in order to have real impact? Which organisational set-up is required to create public value?

After recently visiting the ‘Politics for Tomorrow’ conference and being deeply inspired, we invited to an evening on ‘Designing services for the public’. While we discussed the basics in a meet-up two years ago, we took it a step further this time. What can we learn from international government labs for Germany? What are the pressing issues which need to be addressed? How can we as service designers contribute to this change?

Looking at examples from other parts of the world our very own Katrin Dribbisch and Martin Jordan pitched idea of running a ‘Public Service Lab’ in summer 2016 in Berlin. The event took place in the brand-new office of Fjord Berlin in Prenzlauer Berg.

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Designing Services for the Public / Service Design Drinks

  1. 1. Service Design Berlin FJ O R D / O C TO B E R 2 8 , 2 0 1 5 Designing Services for the Public Katrin Dribbisch Martin Jordan
  2. 2. Where are we?
  3. 3. Who are we to talk about this topic? Katrin PhD Candidate, University of 
 Potsdam Martin MBA Candidate, Laurea University, Espoo / Finland
  4. 4. Interview your neighbour for 2 minutes What was your last positive interaction with a governmental service?
  5. 5. Public Services
  6. 6. What? EX A M P L E S E C TO R S Law enforcement Fire service Education Public libraries Public transit Waste managementPublic broadcasting Urban planning Water supply Gas & electricity Social services Health care Icons: Jan Windisch, Jamie Hamilton, Luis Prado, Jayson Lim, Benjamin Brandt, Ofer Lehr / The Noun Project
  7. 7. What? D E F I N I T I O N — W I K I P E D I A ‘Public Service’ “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.”
  8. 8. Politics for Tomorrow - a learning space for co-cre Das 21. Jahrhundert verlangt nach neuen Denk- und Handlungs plexität und beschleunigte Veränderungsdynamiken bringen He VERANSTALTUNG Innovative Approaches in Policy Making P litics f r T m rr w° ° ° °° Recap
  9. 9. Why? P U B L I C S E R V I C E D E S I G N engaging citizens saving money meeting needs humanising services Icons: Brock Kenzler / The Noun Project
  10. 10. “We don’t only need politics for tomorrow, but as well citizenship of tomorrow.” — S A B I N E J U N G I N G E R P ro fe s s o r, B u s i n e s s a n d D e s i g n
  11. 11. “The challenges we face: People’s expectations go up, while government’s budgets go down.” — A DA M WA LT H E R I n n ovat i o n Co n s u l t a n t , F u t u re G ov
  12. 12. Usage of digital offerings in Europe 0 25 50 75 100 Europeans with Facebook account EU citizens using e-gov offerings Estonia’s active eID cards 94% 41% 35% Source: European Commission (2014); McKinsey
  13. 13. “There is a global contest to lead
 the next revolution in governance.” — P H I L I P P E N A R VA L M a n ag i n g D i r e c t o r, F o r u m A l p b ac h
  14. 14. Reasons for not using e-government offerings Low usability / prefer personal touchpoint Missing IT experience Missing knowledge about offerings Concerns about data security 0 20 40 60 80 11% 21% 24% 80% Source: McKinsey & Company, “E-Government in Deutschland: Eine Bürgerperspektive”, 2015
  15. 15. Design in the public sector Examples
  16. 16. Denmark: MindLab How can we better assist young jobseekers?
  17. 17. 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
  18. 18. UK: Alzheimer 100 project How can we improve the dementia patient experience? Source:Tan/Szebeko 2009
  19. 19. 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
  20. 20. Singapore: Ministry of Manpower How can we enhance the work visa application process for foreign citizens?
  21. 21. 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 walk- throughs, user testing 
 Outcome: a new service centre
  22. 22. Methods along the design processProblem Solution ProblemDefinitionDesignBrief Discover Define Develop Deliver
  23. 23. Artefact Product Interior Fashion Jewellery Graphic Web & New Media Artefact & Experience Engineering Interaction Design Human Computer Interaction User Experience Anthropological Design Human Centred Design Systems & Behaviour Urban Planning Service Design Architecture SMEs Strategic Design Culture Large Scale Systems Policy Design Systems Design Environment Public Service Infrastructure LevelofComplexity M O D E L Stratification of Design (Thinking) — S. Di Russo (2013):
  24. 24. Environment & infrastructure for innovation
  25. 25. Training & skill development for public servants
  26. 26. Exercise
  27. 27. Think & note What was your last interaction with a governmental service that needs improvement?
  28. 28. Apply problem definition framework A B What is the problem? Why is it important? Who is the problem for? Who are the benefi- ciaries? Which are the stake- holders? What are the inte- rests in dispute? What is your vision of success? What is the expected impact / outcome for citizens? C D E — Nicolás Rebolledo Bustamante, Laboratorio de Gobierno de Chile
  29. 29. Take-aways
  30. 30. Take-aways Consider internal and external stakeholders Take a holistic approach
 –from policy to service delivery Impact can range from small to big scale Build capability within the organisation
  31. 31. To be continued at …
  32. 32. Reading recommendations John Seddon ‘Systems Thinking in the Public Sector’ Bryan Boyer, Justin W. Cook & Marco Steinberg: ‘Recipes for Systemic Change’ Recipes forSystemic Change In Studio: Bryan Boyer, Justin W. Cook & Marco Steinberg Sophia Parker & Joe Heapy: ‘The Journey to the Interface’ Dan Hill: ‘Dark Matter & Trojan Horses’
  33. 33. What do service designers earn? Take the survey:
  34. 34. Thank you! @SD_Berlin @katrin_thinking @martin_jordan 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,, Luis Prado, Erwin Supriyatna, Jens Tärning