CITIZEN EXPERIENCE DESIGN Jess McMullin
| The Centre for Citizen Experience | @jessmcmullin @jessmcmullin Examples, Challenges and Opportunities for Improving the Citizen Experience UX Lisbon | June 6, 2014 | Lisboa, Portugal

#CITX
#UXLX

THANK YOU SO MUCH FOR
INVITING ME…

WHATAN AMAZING COMMUNITY HERE AT
UX LISBON

YOU HAVE OUTSTANDING TALENTAND EVEN
GREATER POTENTIAL…

WHYI’M HERE
TODAY

1996

2003

START MY OWN FIRM FORTUNE
500 SILICON VALLEY PITCH AGAINSTTHE BEST WIN BURN OUT REBOOT.

2009

A FUNDAMENTALQUESTION: WHATHAPPENS IF WETHINK
ABOUTCITIZEN EXPERIENCE THE WAY WETHINK ABOUTCUSTOMER EXPERIENCE? HOW CAN DESIGN HELP THE PUBLIC SECTOR WORK BETTER FOR PEOPLE?

GOVERNMENTFACES REALCHALLENGES
http://www.flickr.com/photos/vincealongi/2790464608

UNFORTUNATELY, IT’S GOING TO GETEVEN
HARDER.

Increasing Demand for Services Shrinking
Revenue and Resources in Government THE SERVICE PARADOX THATWILL DEFINETHE NEXT DECADES. HOW DO WE CLOSE THIS SERVICE GAP?

WE NEED TO REDESIGN GOVERNMENT
Photo:Wikipedia http://en.wikipedia.org/wiki/C%C3%A2mara_Municipal

HOW?

ONE PIECE OF THE PUZZLE

CUSTOMER EXPERIENCETRANSFORMATION
http://www.flickr.com/photos/mr_t_in_dc/2415124094

APPLE

CUSTOMER
EXPERIENCE

EXPERIENCE
CITIZEN

PONDER ON YOUR OWN CITIZEN
EXPERIENCE FOR A MOMENT…

WHERE’S YOUR ‘I GOVT?’ T-SHIRT?
http://www.flickr.com/photos/omaromar/4961643547

SO HOW DO WE CHANGETHE
CITIZEN EXPERIENCE?

EXPERIENCE
DESIGN
CUSTOMER

EXPERIENCE
DESIGN
CITIZEN

CITIZEN EXPERIENCE DESIGN: THE APPLICATION
OF DESIGN TO GENERATE INNOVATIONS THATHELP GOVERNMENTWORK BETTER FOR PEOPLE.

#CIVICDESIGN
#GGOVJAM
#PSILABS
#GOV30

WHATDO I MEAN
BYDESIGN?

DESIGN MATURITY: FLUKE FASHION FUNCTION
FIXING PROBLEMS FRAMING

FLUKE, RANDOM, OR DEFAULT

FASHION

FASHION

FUNCTION

FIXING PROBLEMS
http://www.flickr.com/photos/akc77/4114250064

FIXING PROBLEMS
http://www.flickr.com/photos/14636434@N02

FRAMING-REDEFINING THE PROBLEM

FRAMING
http://www.programs.alberta.ca/Contacts/Map.aspx?
id=3277

POLICYIS THE DECISION DNA OF
ORGShttp://www.flickr.com/photos/wheatfields/2073336603

YOU CAN’TCHANGETHE WORLD WITHOUT CHANGING
THAT DECISION DNA…

DESIGN FOR
CHANGE

THREETHINGS WE NEED SO THAT
DESIGN DRIVES CHANGE

DESIGN AS A PROCESS

DESIGN AS A CAPABILITY

DESIGN AS A CULTURE

DESIGN AS A PROCESS FOR
UNDERSTANDING, DEFINING, AND SOLVING PROBLEMS, AND REALIZING OPPORTUNITIES.

discover define design develop define
the right problem or opportunity create the right solution Based on UK Design Council Double Diamond process

The Squiggle | Damien Newman,
Central | CC:BY ND

DESIGN AS A CAPABILITY WHAT
DESIGN DOES FOR THE ORGANIZATION, GIVEN THETALENT, TIME, BUDGET, AND TRAINING TO APPLYDESIGN TO UNDERSTANDING, DEFINING, AND SOLVING PROBLEMS, AND REALIZING OPPORTUNITIES

WHATIS
THE POWER OF DESIGN?

THE POWER OF POSSIBILITY
http://www.flickr.com/photos/jurvetson/2542450115

THE POWER OF REAL WORLD
OBSERVATION http://www.flickr.com/photos/artcriminal/3669455518

THE POWER OF SEEING SYSTEMS
http://www.flickr.com/photos/ethanhein/2272885283

THE POWER OF VISUALIZING &
MAKING http://citizenexperience.com

THE POWER OF ITERATION
http://www.flickr.com/photos/robinkearney

THE POWER OF CODESIGN
http://www.flickr.com/photos/edublogger/5663869738

POWER TO MAKE MEANING FOR
PEOPLEhttp://www.flickr.com/photos/eileendelhi/144335765

DESIGN AS A CULTURE THE
INTERNALDESIGN MATURITYTO APPLY DESIGN TO THE HEARTOF THE ORGANIZATION.

DESIGN AS A CULTURE THE
INTERNALDESIGN MATURITYTO APPLY DESIGN TO THE HEARTOF THE ORGANIZATION. (STARTSMALL)

4+ YEARS (AND ONGOING) FOR
B.C. @admaclennan leading BC Digital Service Strategy

PROCESS + CAPABILITY+ CULTURE =
RESULTS

REDUCE SERVICE FAILURE+ INCREASE VALUE
http://www.flickr.com/photos/cloneofsnake/2825436246

Improved outcomes for stakeholders &
government Service Delivery Costs THE KEYPROMISE: CITIZEN EXPERIENCE DESIGN CAN HELP LOWER COSTS AND IMPROVE OUTCOMES

CHALLENGES

IT’S EASYTO TALK
ABOUTCITIZEN
EXPERIENCE

AS YOU MAY EXPECT, ITCAN
BE A BIT HARDER TO ACTUALLYDO SOMETHING ABOUTIT.

ALLTHETYPICAL CHALLENGES OF ANY CHANGE
IN ANY ORGANIZATION…

RECOGNIZING CHALLENGES IS FIRSTSTEP TO
OVERCOMING THEM http://www.flickr.com/photos/tambako/3948318155/

THESE IN
PARTICULAR
33

TOP 3 CHALLENGES FOR CITIZEN
EXPERIENCE DESIGN 1. SERVICE MONOPOLYIN GOVERNMENT 2. COMPETING INTERESTS & TRADEOFFS 3. SCALE

1. SERVICE MONOPOLYIN GOVERNMENT *
A note for Cam Lane and every other wonderful public servant: I believe the overall legacy of government is overwhelmingly positive.

2. COMPETING INTERESTS

3. SCALE

BUTI AM WILDLY OPTIMISTIC WE
WILLMEETTHE CHALLENGE…

WILDLYOPTIMISTIC BECAUSE OF THE AMAZING
TALENT HERE ATUX LISBON

I AM COUNTING ON YOU
TO FIGHTTHE CROCODILES http://www.flickr.com/photos/tambako/3948318155/

STORIES

CROSSCHANNELIN GUADALAJARA

MEET RODRIGO HERRERA

MUNICIPALITYOF ZAPOPAN

FOUR FACETO FACE LOCATIONS, SOME
A 2 HOUR DRIVE AWAY

GOVERNMENT INTERACTIONS REQUIRED TAKING A
DAYOFF OF WORK

90% OF POPULATION (OF 1.1
MILLION PEOPLE) WITHIN 3KM OF KIOSK

DON IVESON & THE CITYOF
EDMONTON Video courtesy Councilor Don Iveson and the City of Edmonton. Project photos by yours truly.

MEET COUNCILOR
(NOW MAYOR) IVESON

GOVERNMENTOF BRITISH COLUMBIA

DOMESTIC VIOLENCE POLICYDESIGN

CHALLENGES WITH RESTRAINING ORDERS

FIELD RESEARCH 60+ PARTICIPANTS

GROUP ANALYSIS

PATTERNS, PRINCIPLES, CONNECTIONS

CODESIGNING POLICYOPTIONS

UK GOVERNMENTDIGITALSERVICE

@GDSTEAM

@LEISA

http://www.flickr.com/photos/benterrett/8576183560

OPPORTUNITIES

SO WHATCAN YOU DO?

THE OPPORTUNITYIN EUROPE

EUROPE IS LEADING THE WORLD
IN PUBLIC DESIGN AND INNOVATION

1. WE RECOGNIZETHATDESIGN HELPS MORETHAN
STARTUPS, OUTSOURCING, AND ENTERPRISE SOFTWARE. DESIGN MAKES A DIFFERENCE.

YOU MAKE A DIFFERENCE

2. UNDERSTAND THE VALUE OF
DESIGN…

YOU CAN USE AN ERASER
ON THE DRAFTING BOARD OR A SLEDGEHAMMER ON THE CONSTRUCTION SITE. - FRANK LLOYD WRIGHT

3. MAKE
CONNECTIONS,
SHARE SUCCESS

FIND WHERE YOU CAN CONNECT
@PolicyLabUK @OpenPolicyUK

PARTNER
PILOT(PROTOTYPE)
PUBLICIZE

YOU ARE GOING TO HELP
THIS SHIFTHAPPEN SOONER THAN LATER. THE PEOPLE IN THIS ROOM CAN BE ON THE LEADING EDGE OF A PROFOUND TRANSFORMATION FOR PUBLIC DESIGN AND INNOVATION…

TWO LASTSTORIES

THE STORYOF
CITIZEN
EXPERIENCE

CITIZEN EXPERIENCE IS A FOCUS
http://www.flickr.com/photos/wwworks/4073469817

CITIZEN EXPERIENCE IS A BRIDGEhttp://www.flickr.com/photos/gilderic/5774989553

CITIZEN EXPERIENCE IS A COMPASS
http://www.flickr.com/photos/kahunna/421255212

YOU CAN HELP

PUTDESIGN TO WORK
http://citizenexperience.com

HELP REIMAGINE GOVERNMENT
http://www.flickr.com/photos/althouse/269601063

AND CREATE A CULTURE OF
OPPORTUNITY http://www.flickr.com/photos/libertinus/3501511323

I NEED YOUR HELP FOR
THIS LASTSTORY

IT’S THE STORYOF STARTING SOMETHING
HERE…ABOUTPLANTING SEEDS THATWILLGROW INTO STARS

123

Thanks @raqsilvestre

YOU WILLGIVE LIGHTTO NOT ONLYTO
PORTUGAL, NOTONLYTO EUROPE, BUTTHE WHOLE WORLD… I HOPE YOU CONSIDER SHINING SOME OF THATLIGHTON THE CITIZEN EXPERIENCE.

OBRIGADO MERCI BIEN GRACIAS DZIĘKUJĘ
DANKE THANK YOU.

Keep in touch! Jess McMullin
The Centre for Citizen Experience @jessmcmullin jess AT ctzn DOT ca http://citizenexperience.org

Many thanks to the following
great folks who helped make this talk better. » Mayor Don Iveson, his staff & the City of Edmonton » City of Vancouver,Transportation Planning » Government of British Columbia, Ministry of Citizens’ Services and Open Government » John Fetterman, Braddock, PA, & Levi Strauss » Code for America,Textizen, and Civic Industries » Consumer Financial Protection Bureau » Government of Alberta » UK Government Digital Service » MindLab » Heather McMullin, Harry Max, Kes Sampanthar, Laura Wesley » Municipality of Zapopan » All the great Flickr users who share Creative Commons photos ACKNOWLEDGEMENTS

Usability in Government Systems: UX
Design for Citizens & Public Servants P.S. There’s a book about UX & Government And I wrote a chapter in it…