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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…

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