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UDI Service Design Case Study


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Like many countries, Norway is challenged with immigration policy reform. Traditionally the responsibility of the Norwegian police, the system is overwhelmed by an ever-increasing flow of extremely diverse people: from refugees to scientific specialists. This backup in the process amplifies the already stressed situation by frustrating applicants and overwhelming case workers.

In 2010, the Norwegian government mandated consolidation of immigrant processing across the country into a single organization: Utlendingsdirektoratet, the Norwegian Directorate of Immigration, or more commonly, UDI.

UDI asked Designit, in collaboration with a team of project partners, to turn these ambitions into an unheard-of reality: a user-friendly immigration experience.

The new user-friendly UDI front-line encompasses all touch points between UDI and the applicant: the UDI brand, service centers, mobile and web site, all communication materials, and printed materials. Designit's role as project coordinator and service strategist helped move this ambitious program forward.

Designit Team:
Annie Feddersen, Service Designer
Kaja Misvaer, Service Designer

Published in: Business, Technology

UDI Service Design Case Study

  1. 1. UDI Case study: A new vision for Norwegian immigration 2013 UDI
  2. 2. This service deign project was initiated by the Norwegian design council to design and improve the user experience when immigrating to Norway. 2013 UDI
  3. 3. In 2010, the government decided that the applications for residence permits and citizenship were going to be be processed by UDI (Norwegian immigration) versus the police. This creates more opportunities for the police to focus on their core tasks. 2013 UDI
  4. 4. The goal was to reduce the waiting time for the end users, reduce the processing time of the applications, and design new offices where the applications and interviews for Norwegian immigrants are held. 2013 UDI
  5. 5. Unique to this project were the large variety of users for which many considerations had to be made. 2013 UDI
  6. 6. A criterion from the client was to focus on ‘universal design’ when designing the physical objects and furniture, but also to consider digital media and the fact that many applicants don’t have access to internet, etc. 2013 UDI
  7. 7. For this project, involving the users was crucial. Designit facilitated 5 workshops where users were invited from end users, and police officers to UDI employees. Designit was also out in the field observing how the application process was handled. Designit observed real interviews and spoke to the users afterwards. 2013 UDI
  8. 8. Based on the research, Designit defined some key issues. It was clear to the designers that it was in between the touch points where users were most frustrated. The goal was to focus further on making smooth transitions between the different touch points. 1) The application process starts before the applicant/person comes to Norway. 2) Applicants need enough and the right kinds of information. 3) The Applicant kept calling UDI for help also after the application process. 2013 UDI
  9. 9. The results are new identity for UDI, interior design sketches for the new offices, and recommendations from Designit for how to implement the service in a user-friendly manner. 2013 UDI
  10. 10. New touch points in the service will make sure that the user trusts UDI, gets guidance when needed, and feedback at the right time. 2013 UDI
  11. 11. To do this, Designit designed a file/diary for the users that they receive at the first interaction and this diary will follow them all the way through the process. 2013 UDI
  12. 12. Testing the service experience with real users. 2013 UDI
  13. 13. Testing the service experience with real users. 2013 UDI
  14. 14. Testing the service experience with real users. 2013 UDI
  15. 15. Testing the service experience with real users. 2013 UDI
  16. 16. The service blueprint 2013 UDI
  17. 17. Thank you. 2013 UDI