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CITIZEN EXPERIENCE DESIGN
Examples, Challenges and Opportunities for Improving the Citizen Experience
UX India 2013 | October 26, 2013 | Bangalore

Jess McMullin | The Centre for Citizen Experience | @jessmcmullin

#uxindia13
#citx
THANK YOU SO MUCH
FOR INVITING ME…
YOU HAVE OUTSTANDING
TALENT AND EVEN
GREATER POTENTIAL…
WHY I’M HERE
TODAY
MAP
1996
2003
START MY OWN FIRM
FORTUNE 500
SILICON VALLEY
PITCH AGAINST THE BEST
WIN
BURN OUT
REBOOT.
2009
GOVERNMENT FACES REAL CHALLENGES
http://www.flickr.com/photos/vincealongi/2790464608
UNFORTUNATELY, IT’S GOING TO
GET EVEN HARDER.
Shrinking Revenue and Resources in Government

THE SERVICE
PARADOX THAT WILL
DEFINE THE NEXT
DECADES.
Increasing Demand for Services

HOW DO WE
CLOSE
THIS SERVICE
GAP?
WE NEED TO REDESIGN GOVERNMENT
http://www.flickr.com/photos/whalt/175352360
HOW?
ONE PIECE OF THE PUZZLE
CUSTOMER EXPERIENCE TRANSFORMATION
http://www.flickr.com/photos/mr_t_in_dc/2415124094
APPLE
CUSTOMER
EXPERIENCE
CITIZEN
EXPERIENCE
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
CHANGE THE CITIZEN
EXPERIENCE?
CUSTOMER
EXPERIENCE
DESIGN
CITIZEN
EXPERIENCE
DESIGN
CITIZEN EXPERIENCE DESIGN:
THE APPLICATION OF DESIGN TO GENERATE INNOVATIONS
THAT HELP GOVERNMENT WORK BETTER FOR PEOPLE.
DESIGN FOR
CHANGE
THREE THINGS 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 OPPORTUNITIES.
PEOPLE ZOOM
discover

define

define the right
problem or
opportunity

design

develop

create the
right solution

Based on UK Design Council Double Diamond process
The Squiggle | Damien Newman, Central | CC:BY ND
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 PEOPLE
http://www.flickr.com/photos/eileendelhi/144335765
DESIGN AS A CAPABILITY
THE TALENT, TIME, BUDGET, AND TRAINING
TO APPLY DESIGN TO UNDERSTANDING,
DEFINING, AND SOLVING PROBLEMS AND
OPPORTUNITIES
DESIGN EXPANDS YOUR TOOLBOX
WITH SOME NEW TOOLS
BUT WE HAVE TO HAVE THE CAPABILITY TO USE THOSE TOOLS
DESIGN AS A CULTURE
THE ORGANIZATIONAL DESIGN MATURITY TO
APPLY DESIGN TO THE HEART OF THE
BUSINESS.
DESIGN AS A CULTURE
THE ORGANIZATIONAL DESIGN MATURITY TO
APPLY DESIGN TO THE HEART OF THE
BUSINESS. (START SMALL)
4+ YEARS (AND ONGOING) FOR B.C.
PROCESS + CAPABILITY + CULTURE = RESULTS
REDUCE SERVICE FAILURE+ INCREASE VALUE
http://www.flickr.com/photos/cloneofsnake/2825436246
Service Delivery Costs

THE KEY PROMISE:
CITIZEN EXPERIENCE
DESIGN CAN HELP
LOWER COSTS AND
IMPROVE OUTCOMES
Improved outcomes for stakeholders & government
CHALLENGES
IT’S EASY TO TALK
ABOUT CITIZEN
EXPERIENCE
AS YOU MAY EXPECT, IT CAN BE A
BIT HARDER TO ACTUALLY DO
SOMETHING ABOUT IT.
ALL THE TYPICAL
CHALLENGES OF ANY
CHANGE IN ANY
ORGANIZATION…
RECOGNIZING CHALLENGES IS FIRST STEP TO OVERCOMING THEM
http://www.flickr.com/photos/tambako/3948318155/
3

THESE IN
PARTICULAR
TOP 3 CHALLENGES FOR
CITIZEN EXPERIENCE DESIGN
1. SERVICE MONOPOLY IN GOVERNMENT
2. COMPETING INTERESTS & TRADEOFFS
3. SCALE
1. SERVICE MONOPOLY IN 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
BUT I AM WILDLY
OPTIMISTIC WE
WILL MEET THE
CHALLENGE…
WILDLY OPTIMISTIC
BECAUSE OF THE
AMAZING TALENT
HERE AT UX INDIA
I AM COUNTING ON YOU TO FIGHT THE CROCODILES
http://www.flickr.com/photos/tambako/3948318155/
STORIES
TEXTIZEN & CITY OF PHILADELPHIA
Photos & Screens Courtesy of Textizen
TEXTIZEN
THE SAME 20 PEOPLE PROBLEM
THE OBVIOUS ANSWER: SOCIAL APP!
50%

Smartphone adoption
across the United States

80
85%

Text message adoption
across the United States

81
Focusing on text messaging lets Textizen
bring citizen engagement to the same
place and time as the experience itself.
TEXTIZEN ENABLES A CONVERSATION
CROSSCHANNEL IN GUADALAJARA
DON IVESON & THE CITY OF EDMONTON
Video courtesy Councilor Don Iveson and the City of Edmonton. Project photos by yours truly.
MEET COUNCILOR IVESON
UK GOVERNMENT DIGITAL SERVICE
http://www.flickr.com/photos/benterrett/8576183560
OPPORTUNITIES
SO WHAT CAN YOU DO?
THE OPPORTUNITY IN INDIA
Finding Opportunity
Learning to
Walk Crocodiles
1. WE RECOGNIZE THAT DESIGN
HELPS MORE THAN 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 CONNECCT
PARTNER
PILOT
PUBLICIZE

(PROTOTYPE)
YOU ARE GOING TO HELP THIS SHIFT HAPPEN
SOONER THAN LATER. THE PEOPLE IN THIS
ROOM ARE ON THE LEADING EDGE OF A
PROFOUND TRANSFORMATION FOR INDIAN
DESIGN AND INNOVATION…
TWO LAST STORIES
THE STORY OF

CITIZEN

EXPERIENCE
CITIZEN EXPERIENCE IS A FOCUS
http://www.flickr.com/photos/wwworks/4073469817
CITIZEN EXPERIENCE IS A BRIDGE
http://www.flickr.com/photos/gilderic/5774989553
CITIZEN EXPERIENCE IS A COMPASS
http://www.flickr.com/photos/kahunna/421255212
YOU CAN HELP
PUT DESIGN 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 LAST STORY
IT’S THE STORY OF STARTING
SOMETHING HERE…ABOUT PLANTING
SEEDS THAT WILL GROW INTO STARS
123
IT’S THE STORY OF DESIGN IN INDIA.
AND I SEE STARS… I SEE STARS…
Photo courtesy Sreelakshmi Menon @slvmenon
YOU WILL GIVE LIGHT TO NOT ONLY TO INDIA, BUT THE WHOLE WORLD…
I HOPE YOU CONSIDER SHINING SOME OF THAT LIGHT ON THE CITIZEN EXPERIENCE.
ध"यवाद
THANK YOU.
Keep in touch!
Jess McMullin
The Centre for Citizen Experience
@jessmcmullin
jess AT ctzn DOT ca
http://citizenexperience.com (.org coming soon)
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
»  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
»  Vibhanshu Sharma, Bapu Kaladhar
»  All the great Flickr users who share Creative Commons photos

ACKNOWLEDGEMENTS

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