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Government Experience Academy

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Presentation from the Government Experience Academy in Austin, Texas on September 15, 2017

Published in: Government & Nonprofit
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Government Experience Academy

  1. 1. Government Experience & Human (Citizen/Business/etc.) Centered Design Overview Dustin Haisler | e.Republic
  2. 2. Why We Are Here
  3. 3. THE ‘EXPERIENCE’ OF GOVERNMENT
  4. 4. Photo Credit | Logan Gruber I N - P E R S O N
  5. 5. W E B
  6. 6. S O C I A L M E D I A
  7. 7. M O B I L E - F I R S T
  8. 8. O P E N D ATA
  9. 9. W H AT A B O U T T H I S ?
  10. 10. P E R S O N A L I Z E D S E RV I C E ?
  11. 11. HUMAN-CENTERED vs. CITIZEN-CENTERED DESIGN
  12. 12. Human-centered design (HCD) is a design and management framework that develops solutions to problems by involving the human perspective in all steps of the problem-solving process.
  13. 13. Citizen-centered design (CCD) is a design and management framework that is built around the citizen and their unique ways of interaction.
  14. 14. Citizen Experience - The interactions between government and citizens across multiple channels that creates mutual value.
  15. 15. CITIZEN-CENTERED DESIGN
  16. 16. EXPERIENCE LAYER (CHANNELS) APPLICATION/SERVICE LAYER CITIZENS/BUSINESSES/EMPLOYEES OVERALL GOVERNMENT EXPERIENCE INFRASTRUCTURE / DATA LAYER
  17. 17. EXPERIENCE LAYER (CHANNELS) APPLICATION/SERVICE LAYER INFRASTRUCTURE / DATA LAYER CITIZENS/BUSINESSES/EMPLOYEES OVERALL GOVERNMENT EXPERIENCE ALEXA CRM OPEN API
  18. 18. EXPERIENCE LAYER (CHANNELS) APPLICATION/SERVICE LAYER INFRASTRUCTURE / DATA LAYER CITIZENS/BUSINESSES/EMPLOYEES OVERALL GOVERNMENT EXPERIENCE KIOSK BILL PAY ERP
  19. 19. EXPERIENCE LAYER (CHANNELS) APPLICATION/SERVICE LAYER INFRASTRUCTURE / DATA LAYER CITIZENS/BUSINESSES/EMPLOYEES OVERALL GOVERNMENT EXPERIENCE CITY HALL PAPER FORM FOR SERVICE CRM
  20. 20. HOW DO YOU BUILD IT
  21. 21. LOTS OF UX STRATEGIES
  22. 22. CUSTOMER RE(DEFINITION) LANDSCAPE & PROCESS ANALYSIS PROBLEM DEFINITION SOLUTION IDENTIFICATION & TESTING IMPLEMENTATION OR QUEUING MEASUREMENT & ADAPTATION BUILDING FOR THE GOVERNMENT EXPERIENCE EXPERIENCE LOOP
  23. 23. CUSTOMER RE(DEFINITION) LANDSCAPE & PROCESS ANALYSIS PROBLEM DEFINITION SOLUTION IDENTIFICATION & TESTING IMPLEMENTATION OR QUEUING MEASUREMENT & ADAPTATION START HERE BUILDING FOR THE GOVERNMENT EXPERIENCE EXPERIENCE LOOP
  24. 24. Customer (Re)Identification • As a starting point, you must identify who your customer(s) are (i.e. Businesses, Citizens, Non-Profits) and define their unique attributes. • Each time you go through an experience loop, you must reevaluate who you customers are and validate or reassess their attributes.
  25. 25. Customer 'Buyer' Persona Canvas
  26. 26. Landscape & Process Analysis • During this phase you must analyze the landscape and processes associated with your customer that was defined in the previous steps. • You want to identify what the current model for your customers (or potential customers) access your agency’s services.
  27. 27. Process Canvas Kiosk Bill Payment Installing kiosk at local grocery store chain for bill payment on utilities and court citations. Offline Residents (60+) Mails check for regular bills Self-service multi-language touchscreen API Access to Case Management System
  28. 28. Problem Definition • During this phase you must identify process gaps (i.e. problems) through user testing & feedback collection, data analysis, and process mapping. • Once you understand the current process flow from a user’s perspective, it becomes easier to identify gaps or extra steps.
  29. 29. Problem Definition
  30. 30. Solution Identification & Testing • During this phase you will identify potential solutions to address the problem and enhance the user experience. • Work to being able to engage your actual users in this process, whether through a focus group or as part of your feedback collection strategy.
  31. 31. Solution Canvas
  32. 32. Solution Identification & Testing • It’s also critical during this stage to pilot, A/B test and evaluate potential solutions prior to implementing across your overall experience. • Look at creating a customer experience focus group or similar type program to help you rapidly collect feedback (similar to how Apple does user and developer beta tests).
  33. 33. Implementation & Queuing • Once you have enough data to validate your solution and its ability to solve the initial problem identified, it is time to plan your implementation to all your users. • It’s important to phase this role out and monitor user responsiveness with the overall user base. • Depending on your experience roadmap, you may queue the enhancement for implementation at a later time or after certain dependent processes are put in place.
  34. 34. Experience Roadmap Twitter’s Public Roadmap on trello.com
  35. 35. Measurement & Adaptation • The last phase is about measuring your solution and its impact on the problem. It’s important to have enough data on the initial problem in order to evaluate and compare a solution’s effectiveness. • Measurement should be an ongoing process that includes quantitative and qualitative data. • Set benchmark ranges between your desired goals and average user behaviors, and use this to monitor and adapt your processes as you go.
  36. 36. Measurement & Adaptation Google Analytics Behavior Flow
  37. 37. Behavior Change
  38. 38. Flickr: webtreats H O W D O Y O U E N G A G E T H E M ?
  39. 39. Flickr: webtreats E X T E R N A L : Y O U ’ V E B E E N TA G G E D I N A P H O T O I N T E R N A L : W H AT D I D I M I S S ? C L I C K T H E L I N K ! C H E C K P H O N E L I K I N G , C O M M E N T I N G , S H A R I N G , U P L O A D I N G P I C T U R E S A D A P T E D B Y D U S T I N H A I S L E R H O O K M O D E L : N I R E YA L , H O O K E D FA C E B O O K H O O K Y O U G E T T O S E E T H E P I C T U R E S O C I A L C O N N E C T E D N E S S ( ‘ A C C E S S T O Y O U R T R I B E ’ )
  40. 40. Early Examples
  41. 41. Future UX Trends for Government Dustin Haisler | e.Republic
  42. 42. 1. Behavior Changes 2. Personalized Experiences 3. Leveraging Third-Party Experiences 4. New Technologies Future UX Trends for Government
  43. 43. Behavior Changes
  44. 44. Changing User Behavior
  45. 45. C I T I Z E N E N G A G E M E N T P R I VAT E V S . P U B L I C S E C T O R
  46. 46. 2 0 1 1 2 0 1 0 2 0 1 0
  47. 47. Personalized Experiences
  48. 48. Rise of API Discovery
  49. 49. Predictive Cards
  50. 50. Personalized Information Delivery
  51. 51. Rise of Third-Party Experiences
  52. 52. E M P L O Y E E X . A I A S K W O N D E R . C O M 1 2 3
  53. 53. C I T I Z E N 1 2 3
  54. 54. CLEARGOV.COM New Layers of Understanding
  55. 55. New Layers of Interaction
  56. 56. DoNotPay Bot
  57. 57. New Technologies
  58. 58. Augmented Reality
  59. 59. AI-Aided / Driven Roles
  60. 60. We’re Just Getting Started

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