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DESIGNING GOVERNMENT:
TRANSFORMING THE CITIZEN EXPERIENCE
Jess McMullin | The Centre for Citizen Experience
@jessmcmullin | jess AT ctzn.ca
BUENOS DIAS! MUCHAS GRACIAS
@jessmcmullin
#citx
WHYI’M HERE
TODAY
-20°C
STORIES
A STORYABOUT
LOSING
SOMETHING…
AND A STORY
ABOUTFINDING
SOMETHING………
SINCE 1996
2003
STARTMYOWN FIRM
FORTUNE 500
SILICON VALLEY
PITCH AGAINSTBIG FIRMS
WIN
BURN OUT
REBOOT.
2009
A QUESTION
WHATHAPPENS IF WETHINK ABOUT CITIZEN
EXPERIENCE WITH THE SAME DESIGN TOOLS
WE USE FOR CUSTOMER EXPERIENCE?
WHERE WOULD THATTAKE US?
THE STATE OF GOVERNMENTTODAYhttp://www.flickr.com/photos/vgm8383/2034624215
IT’S A CHALLENGE FOR ALLOF US
UNFORTUNATELY, IT’S GOING TO
GETEVEN HARDER.
GLOBALIZATION
CLIMATE CHANGE
DEMOGRAPHICS
ECONOMIC INSTABILITY
…ETC.
WE HAVE NO ALTERNATIVE BUTTO REINVENThttp://www.flickr.com/photos/whalt/175352360
ONE PIECE OF THE PUZZLE
CUSTOMER EXPERIENCETRANSFORMATIONhttp://www.flickr.com/photos/mr_t_in_dc/2415124094
APPLE
EXPERIENCE
CUSTOMER
EXPERIENCE
CITIZEN
THINK ABOUTYOUR OWN
CITIZEN EXPERIENCE…
WHERE IS YOUR “I LOVE GOVERNMENT” T-SHIRT?
BUTWE CAN IMPROVETHE
CITIZEN EXPERIENCE.
EXPERIENCE
CITIZEN
DESIGN
WHATIS DESIGN?
Design Maturity, Jess McMullin, 2005
STYLE
STYLE
FUNCTION
PROBLEM SOLVINGhttp://www.flickr.com/photos/akc77/4114250064
PROBLEM SOLVINGhttp://www.flickr.com/photos/14636434@N02
FRAMING – REDEFINING THE PROBLEM
FRAMING-REDEFINING THE PROBLEM
FRAMINGhttp://www.programs.alberta.ca/Contacts/Map.aspx?id=3277
TODAYI’M GOING TO SHOW
YOU SIX SIMPLE WAYS OF
WORKING THATUNLOCKTHE
POWER OF DESIGN.
YOU PROBABLYALREADY
DO THESETHINGS
BUTGOVERNMENTDOESN’T
MORETHAN NEW WAYS OF
WORKING, THESE ARE
NEW WAYS OF THINKING…
DESIGN THINKING (CULTIVATING
A DESIGN MINDSETAND DESIGN
LOGIC) COMES FROM ONGOING
DESIGN PRACTICE.
NEW WAYS OF THINKING
CAN CREATE A NEW
CULTURE
6 WAYS TO CHANGE A
CULTURE…
THE POWER OF POSSIBILITYhttp://www.flickr.com/photos/jurvetson/2542450115
THE POWER OF REAL WORLD OBSERVATIONhttp://www.flickr.com/photos/artcriminal/3669455518
THE POWER OF SEEING SYSTEMShttp://www.flickr.com/photos/ethanhein/2272885283
THE POWER OF VISUALIZING & MAKINGhttp://citizenexperience.com
THE POWER OF ITERATIONhttp://www.flickr.com/photos/robinkearney
THE POWER OF CODESIGNhttp://www.flickr.com/photos/edublogger/5663869738
ONE BONUS SUPERPOWER:
MAKE MEANING FOR PEOPLEhttp://www.flickr.com/photos/eileendelhi/144335765
SO HOW DO DESIGNERS
MAKE A DIFFERENCE IN
GOVERNMENT?
GETINVOLVED:
HACKATHONS & COMMUNITYACTIVITY
WORK FOR A CENTRALDESIGN TEAM
WORK FOR A GOVT. DEPARTMENT
CONSULTFOR GOVERNMENT
THE HEARTOF PUBLIC INNOVATION:
TRANSLATE CITIZEN NEEDS
INTO GOVERNMENT
CAPABILITIES.
THREE
THINGS
1. DESIGN FOR SERVICE
2. DESIGN FOR POLICY
3. DESIGN FOR CHANGE
DESIGN FOR SERVICE
FROM INSIGHTTO CAPABILITY
PUBLIC SERVICES ARETHE MAIN
CONTACTBETWEEN
GOVERNMENTAND CITIZENS
PUBLIC SERVICES USETHE
CAPABILITIES OF GOVERNMENTTO
CREATE VALUE FOR CITIZENS.
UNDERSTAND PEOPLE
Design for Services
PEOPLE ZOOM
BLIGHTSTATUS & CITYOF NEW ORLEANSPhotos Courtesy of Civic Industries.
HURRICANE KATRINA DESTROYED MANYHOMES
CITIZENS ARE IDENTIFYING BLIGHT
AND THE CITYIS WORKING TO CLEAN UP
CITYHALLKNEW WHATITWANTED
THETEAM WENTTO NOLA NEIGHBORHOODS
COMMUNITIES MAPPED BLIGHTTHEMSELVES
THE REALPROBLEM WAS FEEDBACK
?
USER RESEARCH UNLOCKED INSIGHTS
MORE AT
CIVICINSIGHT.COM
COORDINATE CHANNELS, TOUCHPOINTS
Design for Services
WEB, MOBILE, FACETO FACE
MANAGE HANDOFFS & TRANSITIONS
Design for Services
BC SERVICES CARD
FIELD RESEARCH
FINDING PATTERNS
CODESIGN WORKSHOPS
EXPLORE NEW SERVICE CONCEPTS
PROTOTYPE NEW SERVICE CONCEPTS
DOCUMENTING SERVICE CONCEPTS
DIGITALSERVICES CONSULTATION
“ That means government must
carefully consider how to design
services that truly add value for
people...Simply having a digital service
does not equal efficiency."
"
Understanding and delivering value to
the public is where we must begin.”
DIGITALSERVICES CONSULTATION
NOW HUNDREDS OF
THOUSANDS OF CITIZENS
HAVETHE NEW CARD
AND NEW KINDS OF
SERVICE INNOVATION ARE
POSSIBLE.
» Understand People
» Coordinate Channels
» Manage Handoffs
1DESIGN FOR SERVICE
DESIGN FOR POLICY
SHIFTING THE ORGANIZATION’S DECISION DNA
DECISION DNA
Design for Policy
POLICY?
POR QUÉ?
WHYDESIGNERS SHOULD
CARE ABOUTPOLICY
POLICYIS THE DECISION DNA OF ORGShttp://www.flickr.com/photos/wheatfields/2073336603
POLICYDEFINES HOW
GOVERNMENTS DECIDE
Map policy to user needs
POLICYCONFUSION
POLICYALIGNMENT
POLICYCONNECTION
ALIGNING POLICYTO SERVICE DELIVERY
ALIGNING SERVICES TO OUTCOMES
Service Delivery
Drives Outcomes
Reframing almost always
means changing policy.
REFRAMING TAXES
CALIFORNIA STATE READYRETURN
CHILÉ HAS PRE-FILLED
TAX FORMS TOO!
CITIZEN EXPERIENCE DESIGN
IMPROVES BOTH SERVICE DELIVERY& POLICYMAKING
COMMON GROUND
Design for Policy
MAKE THE RIGHTDECISIONS FASTERhttp://www.flickr.com/photos/zawtowers/3757810372
UNDERSTANDING DECISION MAKINGhttp://www.flickr.com/photos/piper/22584430
SIMULATIONS USING OUR OWN REALITYMAPhttp://www.flickr.com/photos/vitroids/2647573395
BUTEVERYONE HAS A DIFFERENTMAPhttp://www.flickr.com/photos/gadl/456185679
COMMON MAPS MAKE COMMON GROUNDhttp://www.flickr.com/photos/chrisjl/5623346982
CITIZEN EXPERIENCE DESIGN
CREATES COMMON MAPS
FOR GROUP DECISIONS
WHERE DO THOSE
COMMON MAPS COME
FROM?
BOUNDARYOBJECTS
PROTOTYPES
RESEARCH & OTHER DELIVERABLES
1
3
RESPECTSCALE
Design for Policy
POLICYOPERATES AT
DIFFERENTSCALES THAN
PRODUCTS & SERVICES.
POLICYTAKES LONGER THAN USUALDESIGN
THIS IS TRUE OF EVERYGOVERNMENT
GOVERNMENTHAS TO SERVE EVERYONE
BC PROTECTION ORDERS
DOMINIQUE
BOHN
Executive Director
Court Reform
BC Ministry of Justice
3+ YEARS FOR
IMPLEMENTATION
» Decision DNA
» Common Ground
» Respect Scale
2DESIGN FOR POLICY
DESIGN FOR CHANGE
SEETHE SYSTEM TO CHANGETHE SYSTEM
THE SERVICE ARCHITECTURE FRAMEWORK
ALEX MACLENNAN (LAST2 YEARS)
@admaclennan
5 LAYERS
Service Architecture Framework (Early Draft)
WHERE ARETHE RISKS AND
OPPORTUNITIES ACROSS YOUR
SERVICE ARCHITECTURE?
WHO DO YOU NEED TO WORK WITH
TO LOOK ATALLTHE PARTS OF YOUR
SERVICE ARCHITECTURE?
PARTOF COLOMBIA’S SERVICE ARCHITECTURE
SOME OF COLOMBIA’S DESIGN & INNOVATION TEAM
Angélica Santiago
BUILD CAPABILITY
(THERE’S TOO MUCH TO DO ON YOUR OWN)
Design for Change
THE HOGWARTS MOMENT
WHEN A PUBLIC SERVANT
REALIZES THEYALREADY
ARE A DESIGNER…
A UX LIBRARYFOR ALLDEPARTMENTS
BC UX TOOLBOX
BC SERVICE DESIGN PLAYBOOK, SOON
TRAINING, EVENTS, LOCALCOMMUNITY
MOSTOF ALL: PROJECTS & PRACTICE
CULTURE
Design for Change
CONFIDENCE IN THE FACE OF UNCERTAINTYhttp://www.flickr.com/photos/athoshun/5153870261
DON IVESON & THE CITYOF EDMONTONVideo courtesy Councilor Don Iveson and the City of Edmonton
MEETCOUNCILOR IVESON
BC PUBLIC SERVICE “DRAGON’S DEN”Photos courtesy Ministry of Citizens’ Services and Open Government
CBC DRAGON’S DENPhoto: Canadian Broadcasting Corporation
http://www.flickr.com/photos/xeeliz/5560086459
BC CITIZENS @ THE CENTRE
CITIZENS @ THE CENTRE
“ That means government must
carefully consider how to design
services that truly add value for
people...Simply having a digital service
does not equal efficiency."
"
Understanding and delivering value to
the public is where we must begin.”
DIGITALSERVICES CONSULTATION
OMNICHANNELIN GUADALAJARA
ZAPOPAN
MEET RODRIGO HERRERA
THERE WEREJUSTFOUR OFFICES FOR 2M
90% OF POPULATION
WITHIN 3KM OF KIOSK
» Service Delivery Architecture
» Build Capability
» Work on Culture
3DESIGN FOR CHANGE
SO HOW DO DESIGNERS
MAKE A DIFFERENCE IN
GOVERNMENT?
1. DESIGN FOR SERVICE
2. DESIGN FOR POLICY
3. DESIGN FOR CHANGE
TWO LASTSTORIES
THE STORYOF
CITIZEN
EXPERIENCE
CITIZEN EXPERIENCE IS A FOCUShttp://www.flickr.com/photos/wwworks/4073469817
CITIZEN EXPERIENCE IS A BRIDGEhttp://www.flickr.com/photos/gilderic/5774989553
CITIZEN EXPERIENCE IS A COMPASShttp://www.flickr.com/photos/kahunna/421255212
YOU CAN HELP
GETINVOLVED IN YOUR COMMUNITYhttp://www.flickr.com/photos/ennuiislife/4061620293
WITH YOUR GOVERNMENTShttp://www.flickr.com/photos/jypsygen/2367693922
IN EVERYDAYCONVERSATIONhttp://www.flickr.com/photos/chrisjl/3847317985
IN YOUR EFFORTS TO
DESIGN THINGS SO THAT
THEYWORK BETTER FOR
PEOPLE…
CONSIDER THE CITIZEN
EXPERIENCE SPECIFICALLY
THE CONVERSATION CHANGES WHEN
ITINCLUDES CITIZEN EXPERIENCE.
PUTDESIGN TO WORKhttp://citizenexperience.com
MAKE THE RIGHTDECISIONS FASTERhttp://www.flickr.com/photos/st-stev/790464904
FIND CONFIDENCETO FACE UNCERTAINTYhttp://www.flickr.com/photos/davedehetre/5857947661
HELP REINVENTGOVERNMENThttp://www.flickr.com/photos/althouse/269601063
REDISCOVER A CULTURE OF OPPORTUNITYhttp://www.flickr.com/photos/libertinus/3501511323
I NEED YOUR HELP FOR
THIS LASTSTORY…
PLEASE GET OUTYOUR MOBILE PHONE
1… 2… 3…
Photo by Cynthia R. Almirón, courtesy Interaction South America isa.ixda.org
Photo: Nimish Gogri CC:BY http://www.flickr.com/photos/gogri/7927333264
THANK YOU! MUCHAS GRACIAS!
Jess McMullin
Centre for Citizen Experience
jess AT ctzn.ca
www.citizenexperience.org
twitter.com/jessmcmullin
No deje de completar su evaluación online
isa.ixda.org/encuesta
¡Muchas gracias!
Designing Government
@jessmcmullin
Many thanks to the following great folks who
helped make this talk better.
»  Councilor Don Iveson, his staff & the City of Edmonton
»  City of Vancouver,Transportation Planning
»  Government of British Columbia, Ministry of Citizens’ Services and Open
Government, Citizen Engagement Branch & UXBC.
»  Heather McMullin, Harry Max,Victor Lombardi, Ashley Casovan,
Kes Sampanthar, Francisco Garcia
»  All the great Flickr users who shared Creative Commons photos!
ACKNOWLEDGEMENTS

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