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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
Where are we?
Who are we to talk about this topic?
Katrin
PhD Candidate,
University of 

Potsdam
Martin
MBA Candidate,
Laurea University,
Espoo / Finland
Interview your neighbour
for 2 minutes
What was your last positive interaction
with a governmental service?
Public Services
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
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.”
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
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
“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
“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
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
“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
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
Design in the
public sector
Examples
Denmark: MindLab
How can we better assist young jobseekers?
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
UK: Alzheimer 100 project
How can we improve the dementia patient
experience?
Source:Tan/Szebeko 2009
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
Singapore: Ministry of Manpower
How can we enhance the work visa application
process for foreign citizens?
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
Methods along the design processProblem
Solution
ProblemDefinitionDesignBrief
Discover Define Develop Deliver
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): http://ithinkidesign.wordpress.com/2013/03/26/design-wars/
Environment & infrastructure for innovation
Training & skill development for public
servants
Exercise
Think & note
What was your last interaction
with a governmental service that
needs improvement?
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
Take-aways
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
To be continued at …
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’
What do
service designers
earn?
Take the survey:
http://svy.mk/1Mt1k9I
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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Designing Services for the Public / Service Design Drinks

  • 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
  • 3. Who are we to talk about this topic? Katrin PhD Candidate, University of 
 Potsdam Martin MBA Candidate, Laurea University, Espoo / Finland
  • 4. Interview your neighbour for 2 minutes What was your last positive interaction with a governmental service?
  • 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. 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. 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. 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. “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. “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. 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. “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. 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.
  • 16. Design in the public sector Examples
  • 17. Denmark: MindLab How can we better assist young jobseekers?
  • 18. 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
  • 19. UK: Alzheimer 100 project How can we improve the dementia patient experience? Source:Tan/Szebeko 2009
  • 20. 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
  • 21. Singapore: Ministry of Manpower How can we enhance the work visa application process for foreign citizens?
  • 22. 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
  • 23. Methods along the design processProblem Solution ProblemDefinitionDesignBrief Discover Define Develop Deliver
  • 24. 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): http://ithinkidesign.wordpress.com/2013/03/26/design-wars/
  • 26. Training & skill development for public servants
  • 28. Think & note What was your last interaction with a governmental service that needs improvement?
  • 29. 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
  • 31. 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
  • 32. To be continued at …
  • 33. 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’
  • 34. What do service designers earn? Take the survey: http://svy.mk/1Mt1k9I
  • 35. 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