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My Amsterdam (presented at SDinGov 2017)

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This year, an online service called Mijn Amsterdam (My Amsterdam) will be launched to provide citizens of Amsterdam with up-to-date information about the status of any interactions they have with their local government. The collective statuses create an integrated customer view that will allow civil servants to make better decisions for individual citizens as well as for the collective population. The service aims to connect citizens and government, but also to connect many information systems and partial user profiles - creating the integrated customer view.

In the process of defining, designing, implementing and evaluating the service, the team - made up of designers and developers, a few civil servants responsible for citizen-facing contacts and supporters from all over the city - has learned many valuable lessons.

In this presentation, I'll share some of them - they will be interesting for all designers of interactive systems, and the session is aimed at a wide audience.

Published in: Government & Nonprofit
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My Amsterdam (presented at SDinGov 2017)

  1. 1. My Peter Boersma - City of Amsterdam - @pboersma Service Design in Government - March 8-10, 2017 - London, United Kingdom
  2. 2. I am peter boersma / @pboersma 1970
 commodore 16 information ergonomics
 20 years at interactive agencies design process freak
 in-house UX strategist
  3. 3. I am peter boersma / @pboersma hired by the City of Amsterdam
 as online product manager to develop the concept for
 an online integrated customer view and manage its
 user experience strategy and roadmap
  4. 4. I am an agenda my amsterdam prototype challenges lessons advice q&a
  5. 5. I am an elevator pitch for citizens, companies and institutes the City of Amsterdam offers
 an online Integrated Customer View
 application which is a layer over
 a channel-independent application
  6. 6. I am an online integrated customer view for citizens, companies and institutes who want to know how they are registered with the City who want to know (the history of) the status of service-processes they are engaged in who want to (and are allowed to) take next steps in these processes who don’t want to (or can’t) use other channels such as a service desk or call centre the City of Amsterdam offers an online Integrated Customer View application where their registered profile is shown where the status of current and completed processes are shown where information about, and links to, possible actions are given where suggestions for other, relevant processes are made which is a layer over a channel-independent application with layers for other target groups, e.g. civil servants with layers for other channels, e.g. mobile, service desks, call centre with an underlying layer of webservices to support all applications My Amsterdam
 (online & personal) Integrated
 Customer View
 (not public & virtual) } }
  7. 7. I am an online integrated customer view the concept sketch
  8. 8. I am an online integrated customer view product- specific application (for professional) professional citizen the current situation - offline
  9. 9. I am an online integrated customer view public website citizen product
 info
 &
 application
 forms professional the current situation - online ? product- specific application (for professional)
  10. 10. My Amsterdam I am an online integrated customer view product- specific application
 (for citizen) manage
 account edit
 profile my profile product
 statuses My Amsterdam is a thin layer over product applications citizen loginwelcome product webservice product
  11. 11. I am an online integrated customer view product- specific application (for professional) webservices are also connected to applications for professionals citizen professional My Amsterdam product
 statuses product webservice product
  12. 12. I am an online integrated customer view suggestion engine a citizen’s context determines which products get suggested citizen professional My Amsterdam product
 statuses suggestion my profile public website product
 info
 &
 application
 forms product- specific application
 (for citizen)
  13. 13. I am an online integrated customer view 1 product webservice what we have designed, built & usability-tested so far profile webservice login webservice welcome login suggestion engine
 proof-of-concept My Amsterdam 1 product
 status my profile view
 profile 1 product- specific application
 (for citizen) product
  14. 14. I am an online integrated customer view web
 service what we add for every product product
 status product- specific application
 (for citizen) product- specific application (for professional) suggestion rules product product
 suggestion
  15. 15. web
 service I am an online integrated customer view web
 service web
 service web
 service the collection of web services is the real integrated customer view citizen professional products
  16. 16. I am an agenda my amsterdam prototype challenges lessons advice q&a
  17. 17. I am a prototype - welcome page login for citizens login for employers welcome
  18. 18. I am a prototype - login using national digital ID
  19. 19. I am a prototype - My Amsterdam with statuses welcome current processes status and description view details > product name
  20. 20. I am a prototype - My Amsterdam with statuses suggestions finished processes
  21. 21. I am a prototype - product detail page (parking permit) product details product documents product actions
  22. 22. I am a prototype - product-specific application (parking) product details product documents product actions product line overview product line actions product line suggestions product line info
  23. 23. I am a prototype - my registered profile core profile details core profile product profile data settings
  24. 24. I am a prototype - my registered profile name
 addresses marital status family nationality passports
  25. 25. I am a prototype - My Amsterdam with lot of statuses
  26. 26. I am a prototype - My Amsterdam with lot of statuses
  27. 27. I am a prototype - product-specific application (in-home care)
  28. 28. I am a prototype - product-specific application (in-home care)
  29. 29. I am a prototype - product-specific application (income)
  30. 30. I am a prototype - product-specific application (welfare)
  31. 31. I am a prototype - product-specific application
  32. 32. I am a prototype - product-specific application (taxes)
  33. 33. I am a prototype - product-specific application (deaths) funeral company profile this month’s registered funerals
  34. 34. I am a prototype - design pattern library
  35. 35. I am a prototype - design pattern library
  36. 36. I am an agenda my amsterdam prototype challenges - agile or waterfall? - make or buy? lessons advice q&a
  37. 37. I am a challenge - agile or waterfall?
  38. 38. I am a challenge - agile or waterfall? “in Amsterdam, everything
 takes 3 months”
  39. 39. I am a solution - agilefall PoC basics roadmap (“backlog”) specific app specific app generic app improve basics specific app specific app specific app specific app specific app generic app specific app ? ? ? ? specific app generic app improve
 basics ? ? ? ? ? ? generic app Q1 Q2-Q3 Q4 concept Q4 waterfallagilewaterfallagilewaterfallagile 2015 2016 2017
  40. 40. I am an agenda my amsterdam prototype challenges - agile or waterfall? - make or buy? lessons advice q&a
  41. 41. I am a challenge - make or buy? “we are not
 in the business of making software” Jan Flippo, Amsterdam’s CIO
  42. 42. I am a challenge - make or buy?
  43. 43. I am a challenge - make or buy? Using modern technologies and hosted in the cloud,
 a new UI and information model were built
 for Atlas, a map-based geographical information system.
  44. 44. I am a challenge - make or buy? The “Easy Market” app was rolled out across all Amsterdam markets
 within 2 months of finishing the working prototype. login scan administration annotate payment
  45. 45. I am a challenge - make or buy? The “Report Nuisance” app was tested with 150 users, is managed by the upholders and used by the neighbourhood. The number of resolved complaints has increased.
  46. 46. I am a challenge - make or buy?
  47. 47. I am a solution - make and buy formal process to prepare to buy PoC basics roadmap (“backlog”) specific app specific app generic app improve basics specific app specific app specific app specific app specific app generic app specific app ? ? ? ? specific app generic app improve
 basics ? ? ? ? ? ? generic app Q1 Q2-Q3 Q4 concept Q4
  48. 48. I am a solution - make and buy - market consultation
  49. 49. I am a solution - make and buy - market consultation Market Consultation concluded:
 My Amsterdam is timely; expected by citizens & companies the software industry offers partial solutions and standards in-house data-services need to be professionalised organisational impact means closer collaboration required organisation: “please minimise redesign of service processes” working agile is the preferred way
  50. 50. I am a solution - make and buy Market Consultation recommended:
 build a modular system buy modules individually vs. one monolithic system start multiple projects for different (groups of ) modules define a governance model look around for similar initiatives elsewhere
  51. 51. I am an agenda my amsterdam prototype challenges lessons - checklists - connecting applications - people advice q&a
  52. 52. I am a lesson - checklists shortcuts that we have taken proposed key performance indicators rules to prioritise additional products checklist for connecting products service concept (how we help the organisation)
  53. 53. I am a lesson - checklists shortcuts that we have taken proposed key performance indicators rules to prioritise additional products checklist for connecting products service concept (how we help the organisation)
  54. 54. I am a lesson - rules to prioritise additional products 1. requests by users
 (citizens & companies & institutes)
 2. fit for online self-service
 (product & organisation) 
 3. promising business case
 (investments vs. savings) 4. we realise that politicians will influence priorities, but we cannot predict or measure that
  55. 55. I am a lesson - requests by users: citizen survey results survey about
 user needs
 (N=425) community to
 discuss attitudes (N=122) survey about
 My Amsterdam (N=438)
  56. 56. I am a lesson - requests by users: citizen survey results civil affairs taxes & charges garbage health & care parking & traffic leisure work & income education & youth permits those who selected more than 3 themes, were asked to select a top 3 (green) themes
 top 3
  57. 57. I am a lesson - requests by users: citizen survey results overall appeal overall usefulness intention to usearchive appeal very high high neutral low very low
  58. 58. I am a lesson - checklists shortcuts that we have taken proposed key performance indicators rules to prioritise additional products checklist for connecting products service concept (how we help the organisation)
  59. 59. intake user & business goals are clear organisational unit is ready to build design & build the product status is available the application is defined & implemented everything is tested launch & maintain organisational unit is ready to launch rest of the organisation is prepared I am a lesson - checklist for connecting products
  60. 60. I am a lesson - checklists shortcuts that we have taken proposed key performance indicators rules to prioritise additional products checklist for connecting products service concept (how we help the organisation)
  61. 61. I am a lesson - checklists - service concept why do we do this?
 (execute parts of the organisational strategy)
 
 what services do we deliver?
 (maintain My Amsterdam, standards for applications, open-up data)
 
 how do we do this?
 (improve My Amsterdam, develop applications, work with departments) 
 who is involved?
 (design team in Service department, other roles elsewhere)
 
 when do we do what?
 (criteria, priorities, surveys, budgets)
  62. 62. I am an agenda my amsterdam prototype challenges lessons - checklists - connecting applications - people advice q&a
  63. 63. I am a lesson - specifications for connected applications
  64. 64. I am a lesson - specifications for connected applications PAGE TREE Scope - Proof of Concept Scope - Basic environment Scope - Roadmap - Roadmap - Generic Applications - Roadmap - Product Specific Applications … Specific Application - Move Specific Application - WMO, including H… - Roadmap - Future Professional Applications - Roadmap - On Hold - Application factsheet (template)
  65. 65. Specific Application Introduction Users Functionality - Status in My Amsterdam - Specific Application - APIs Technology Meetings Contacts Misc. I am a lesson - specifications for connected applications
  66. 66. I am a lesson - dashboard for connected applications product- specific application org design webservice 
 live? readiness source state source state welfare ready internal final internal final beta in-home care busy internal mockups external connected no permits almost internal mockups external connected no land rights busy internal flows & mockups external sketch no taxes no external reviewed external sketch no parking no external reviewed external sketch no house values ready external reviewed external no no work & income busy external reviewed “internal” sketch beta
  67. 67. I am an agenda my amsterdam prototype challenges lessons - checklists - connecting applications - people advice q&a
  68. 68. ? I am a network of people My Amsterdam team launch committee product owners DevOps IT enterprise architects domain experts application providers service department UX lab process improvers application managers public website editors city hall desks privacy experts call center API developers other departments other channels
  69. 69. I am a network of people
  70. 70. I am an agenda my amsterdam prototype challenges lessons advice q&a
  71. 71. I am advice from Amsterdam experiment - prototype, launch small, learn expand - in planned, incremental steps explain - connect with the organisation and people will be exhilarated!
  72. 72. I am an agenda my amsterdam prototype challenges lessons advice q&a
  73. 73. My Peter Boersma - City of Amsterdam - @pboersma Service Design in Government - March 8-10, 2017 - London, United Kingdom

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