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Putting Service back into Public Service / Service Experience Camp 2014


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It makes perfect sense to assume that public services are citizen-centric because they are essentially created for citizens. But what does it really mean to design citizen-centric services? What are the ah-ha! moments, and what are the challenges?

Tong Teck Lim, & Joycelyn Chua from the Ministry of Manpower, Singapore spoke about ‘Putting Service back into Public Service’ during Service Experience Camp 2014 in Berlin.

Published in: Government & Nonprofit

Putting Service back into Public Service / Service Experience Camp 2014

  1. 1. Putting Service back into Public Service Ministry of Manpower Singapore Tong Teck & Joycelyn
  2. 2. Today Why Service Design in Public Sector? Examples of Service Design in Ministry of Manpower What’s next for us? Other examples in Singapore Government
  3. 3. In MOM, we process work pass applications. Over the years, we improved to become faster and more efficient. Since 2009, our work pass online system can process applications in 1 day.
  4. 4. • But what about the customer experience? • We are so efficient, that we reject customers • in minutes… • To our customers, • MOM is an over-efficient faceless machine.
  5. 5. We started the journey to recreate the experience for customers… and staff Our 1st project was the Employment Pass Service Centre (EPSC)
  6. 6. MOM staff and our vendor staff were involved in prototyping the new experience
  7. 7. EPSC
  8. 8. The ‘Old’ Work Pass Service Centre
  9. 9. Redesigned WPSC Learning Zones Appointment Kiosks @ Arrival Hall One-Stop Registration Work Pass Registration Centre
  10. 10. MOM’s communications were lost on customers
  12. 12. Changing the Way We Communicate
  13. 13. Spreading service design culture throughout MOM In 2013, we set up the Behavioural Insights and Design Unit to partner different departments and infuse service design elements into projects Understand needs and motivations Understand behaviours and reactions Evidence-based way of measuring impact of interventions
  14. 14. How can governments be more service-oriented? And how can design help us further?