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Transforming the
Ministry of Manpower
with Design and Data
Hefen Wong | Ministry of Manpower, Singapore
October 3rd, New Y...
Hello, it’s MOM.
Hefen Wong
Behavioural Insights and Design Unit
Ministry of Manpower
Starting
Out
Making
Progress
Scaling and
Sustaining
Starting
Out
We had speed and efficiency,
but…what about the customer experience?
We talked to our customers and our staff
Our customers didn’t actually understand us
“We stated what customers had to do in the letter,
but they continued to call ...
They even created their own forms
to navigate our processes
Navigating our processes was
frustrating and disempowering
“The usual response “Wait, this is standard procedure”.
You are...
There was a large reality gap between our policy
intent and the customer’s experience
“When I receive a rejection letter, ...
What We Did
We Changed The Way We Looked
Clear Helpful Human Firm
When we need to be
We Changed The Way We Sound
(MOM’s new tone of voice)
We Changed The Way We Talk
New$
> 88%
felt that the new
design is
Measuring The Outcome
A refreshing and modern look. The
content is displayed more clearl...
I find the new letter much easier to
'digest' and read with just one glance.
- Customer
> 86%
Liked the way the new letter...
Iterative Process
“
By making our letters easily understood, the
public will be able to understand our requirements
better. This makes thing...
Making
Progress
$
In 2013, we set up the
Behavioural Insights and Design Unit
Improve public policy
based on understanding
of customers’
n...
BEHAVIOUR INSIGHTS
Explains the science of how our
behaviour is affected by what our
brains perceive
DESIGN THINKING
Under...
Messenger
Incentives
Norms
Defaults
Salience
Priming
Affect
Commitment
Ego
Understand
users and depts’
needs
Design
soluti...
Randomised Controlled Trials
Tax Levy Trial
We wanted to encourage employers of foreign
domestic workers to pay their levies promptly
TreatmentControl $
SOCIAL NORM
Stated that 96% of employers pay their levies on time
PRIMING
Printed reminder letter on pink paper
PERSONALIS...
Potentially translates to an increase
in 3,800 employers making
prompt levy payments of about S$1.5m
Career Centre Trial
We wanted to help job seekers
find employment
Generated hypotheses based on user research
Reliance on
career consultants
to find jobs
Unrealistic
job goals
Poor commitm...
Booklets broke down job search process
into smaller tasks – ‘chunking’
Treatment
Control $
Potentially translates to 4,500 more
job seekers finding a job within 3 months
of visiting the centres
Scaling
and
Sustaining
Building New Habits
Leaning On Our Partners
Creating Change Together
What We
Have
Learnt
Start small,
build confidence
Show others that
it can be done
Work with the right friends
(and bosses)
Be brave.
Thank You.
Hefen Wong
Ministry of Manpower
wong_hefen@mom.gov.sg
Transforming Ministry of Manpower with Design and Data Hefen Wong - Singapore Ministry of Manpower
Transforming Ministry of Manpower with Design and Data Hefen Wong - Singapore Ministry of Manpower
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Transforming Ministry of Manpower with Design and Data Hefen Wong - Singapore Ministry of Manpower

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DAY TWO – OCT 3rd 2015 at Global Service Design Conference NYC
AFTERNOON SESSIONS / / SYSTEM CHANGE / CULTURE CHANGE

more info at: http://bit.ly/1Sr1Dkb

Published in: Design
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Transforming Ministry of Manpower with Design and Data Hefen Wong - Singapore Ministry of Manpower

  1. 1. Transforming the Ministry of Manpower with Design and Data Hefen Wong | Ministry of Manpower, Singapore October 3rd, New York City
  2. 2. Hello, it’s MOM. Hefen Wong Behavioural Insights and Design Unit Ministry of Manpower
  3. 3. Starting Out Making Progress Scaling and Sustaining
  4. 4. Starting Out
  5. 5. We had speed and efficiency, but…what about the customer experience?
  6. 6. We talked to our customers and our staff
  7. 7. Our customers didn’t actually understand us “We stated what customers had to do in the letter, but they continued to call us with questions.” - MOM Officer
  8. 8. They even created their own forms to navigate our processes
  9. 9. Navigating our processes was frustrating and disempowering “The usual response “Wait, this is standard procedure”. You are at their mercy. No personal touch – just waiting”
  10. 10. There was a large reality gap between our policy intent and the customer’s experience “When I receive a rejection letter, I’ll call MOM to find out how to get the application approved.”
  11. 11. What We Did
  12. 12. We Changed The Way We Looked
  13. 13. Clear Helpful Human Firm When we need to be We Changed The Way We Sound (MOM’s new tone of voice)
  14. 14. We Changed The Way We Talk New$
  15. 15. > 88% felt that the new design is Measuring The Outcome A refreshing and modern look. The content is displayed more clearly and hence easier to understand. - Customer “ clearer
  16. 16. I find the new letter much easier to 'digest' and read with just one glance. - Customer > 86% Liked the way the new letters are written and found it easier to understand “
  17. 17. Iterative Process
  18. 18. “ By making our letters easily understood, the public will be able to understand our requirements better. This makes things easier for us. - MOM Officer “ “ My letter writing workgroup has taught me how to communicate more effectively with the public. I genuinely believe that this style of writing is more effective. - MOM Officer “
  19. 19. Making Progress
  20. 20. $ In 2013, we set up the Behavioural Insights and Design Unit Improve public policy based on understanding of customers’ needs, aspirations, biases and behaviour.
  21. 21. BEHAVIOUR INSIGHTS Explains the science of how our behaviour is affected by what our brains perceive DESIGN THINKING Understand what customers need and desire through deep empathy
  22. 22. Messenger Incentives Norms Defaults Salience Priming Affect Commitment Ego Understand users and depts’ needs Design solutions Test to know what works 1 2 3 EASY ATTRACTIVE SOCIAL TIMELY
  23. 23. Randomised Controlled Trials
  24. 24. Tax Levy Trial We wanted to encourage employers of foreign domestic workers to pay their levies promptly
  25. 25. TreatmentControl $
  26. 26. SOCIAL NORM Stated that 96% of employers pay their levies on time PRIMING Printed reminder letter on pink paper PERSONALISATION Included details of outstanding levy amount TreatmentControl $
  27. 27. Potentially translates to an increase in 3,800 employers making prompt levy payments of about S$1.5m
  28. 28. Career Centre Trial We wanted to help job seekers find employment
  29. 29. Generated hypotheses based on user research Reliance on career consultants to find jobs Unrealistic job goals Poor commitment to job search process Lack of motivation and low confidence
  30. 30. Booklets broke down job search process into smaller tasks – ‘chunking’
  31. 31. Treatment Control $
  32. 32. Potentially translates to 4,500 more job seekers finding a job within 3 months of visiting the centres
  33. 33. Scaling and Sustaining
  34. 34. Building New Habits
  35. 35. Leaning On Our Partners
  36. 36. Creating Change Together
  37. 37. What We Have Learnt
  38. 38. Start small, build confidence Show others that it can be done
  39. 39. Work with the right friends (and bosses)
  40. 40. Be brave.
  41. 41. Thank You. Hefen Wong Ministry of Manpower wong_hefen@mom.gov.sg

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