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THE 5 LAYERS OF SERVICE ARCHITECTURE
Jess McMullin | The Centre for Citizen Experience | @jessmcmullin | jess@ctzn.ca
DESIGN TO MAKE A DIFFERENCE:
BEYOND UX UNICORNS

Jess McMullin | The Centre for Citizen Experience | @jessmcmullin | jess@ctzn.ca
THANKS FOR HAVING ME BACK :)!
COOL THINGS ARE HAPPENING!
THREE
THINGS
DESIGN TO MAKE A DIFFERENCE
BEYOND UX UNICORNS
A SIMPLE, PRACTICAL TOOL
DESIGN TO MAKE A DIFFERENCE
WHAT KIND OF DIFFERENCE?
MEANINGFUL TO USERS
VALUABLE TO ORGANIZATION
IT SHIPS
HUMAN-CENTRED

DESIGN
FOCUS ON

PEOPLE
ALL ELSE

WILL
FOLLOW
FOCUS ON

PEOPLE
ALL ELSE

MIGHT
FOLLOW
SO MAYBE WE NEED MORE THAN UX.
MAYBE WE NEED TO BECOME UX UNICORNS…
OR MAYBE NOT…
BEYOND UX UNICORNS
WHAT’S A UX UNICORN?
WHO IS A UX UNICORN?
Thanks Steve Truong!
@estebanated
Org
Product
Strategy Management

UX ?
Sphinx

UX

Design

Develop

UX Unicorn
DESIGN SPECIALISTS
+
DESIGN SPECIALISTS
Photo Ahmed Essmat CC:BY http://www.flickr.com/photos/ahmed_essmat/5673205089
Photo topher618 CC:BY http://www.flickr.com/photos/chrisrsnyder/2375219110
HOW CAN WE

THINK LIKE A
SPHINX?
BUSINESS

FLUENCY
CONCEPTUAL

FLUENCY
CULTURAL

FLUENCY
A SIMPLE, PRACTICAL TOOL
THE SERVICE ARCHITECTURE FRAMEWORK
ALEX MACLENNAN (LAST 18 MONTHS)
BLAISE HEBERT (FRIDAY!)
5 LAYERS
Service Architecture Framework
Photo: Paul Stevenson CC:BY http://www.flickr.com/photos/pss/4876189045
INTERFACE
OPERATIONS
POLICY+STRATEGY
ORG STRUCTURE+INCENTIVES
LEGISLATION & REGULATION
Service Architecture Framework
Service Architecture Mapping
PRESTO IS GREAT, BUT…
HEALTHCARE.GOV
LANDLORDS & TENANTS
RESIDENTIAL TENANCY ACT
http://www.bclaws.ca/Recon/document/ID/freeside/00_02078_01
THE ACT DOESN’T SAY ANYTHING ABOUT IT
POLICY CONFUSION
SERVICE ARCHITECTURE ALIGNMENT
SERVICE ARCHITECTURE CONNECTIONS
ALIGNING POLICY TO SERVICE DELIVERY
Service Delivery
Drives Outcomes
ALIGNING SERVICES & POLICY TO OUTCOMES
SO…
DIFFERENCE MEANS
CHANGE…
THIS NEEDS UX SPHINXES
SERVICE ARCHITECTURE
HELPS…
NAVIGATE CHANGE
Photo: Kevin Cole CC:BY http://www.flickr.com/photos/kevcole/3008821023
FINDING SPHINXES…
WHERE ARE THE SPHINXES
IN GOVERNMENT?
I NEED YOUR HELP FOR
THIS LAST STORY…
PLEASE GET OUT YOUR MOBILE PHONE
1… 2… 3…
Thanks @brendamontreal for the great photo of a great moment!
Photo: Nimish Gogri CC:BY http://www.flickr.com/photos/gogri/7927333264
THANK YOU! MERCI BEAUCOUP!
Jess McMullin
Centre for Citizen Experience
Jess AT ctzn DOT ca
citizenexperience.com (.org coming soon!)
twitter.com/jessmcmullin
Many thanks to the following great folks who
helped make this talk better.
» 
» 
» 
» 
» 
» 

Alex MacLennan
Blaise Hebert
Laura Wesley
Russ Unger & Shay Howe
Cornelius Rachieru & Tanya Snook & the UXCamp Crew!
All the great Flickr users who shared Creative Commons photos!

ACKNOWLEDGEMENTS

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