This year, I had the opportunity to lead an interactive workshop at the 2015 Service Design Global Conference with Lauren Currie focusing on how to communicate the value of design to government clients. From cities to nations, governments around the world have started to embrace user-centered design as a critical tool for re-thinking public services. But designers still struggle to translate their terminology into concepts that are compelling for government clients, while public servants face the challenge of generating the internal buy-in necessary for implementing design-thinking. Through fictional personas and scenarios, we invited over 60 conference participants from across the globe to make their best mock pitch for design in government. The activity helped generate empathy among participants and provided opportunities to discuss best practices for bringing design into public sector problem-solving. Learn more here: http://service-design-conference.com/day-1-content/

1. Adam
Adam, 44, has been overseeing the
country’s mental health services for
over 10 years and is now director for
an even larger team. He is an avid
runner and uses twitter to share his
running updates. He cares deeply
about designing patient-centered
services. He has a PA and a very
busy schedule. He is involved with
service design at a policy level and
is connected to a few key players in
the UK design sector.
GOVERNMENT
Director for Health & Social Care Integration
Scottish Government
“My goal is to rework government health operations to that there are
feedback loops to help us lean more about patient need. I am securing
a budget and the political good will to get this approach implemented.”
@redjotter // @lulumickelson // #SDGC15

2. Melody
Melody, 23, is passionate about
taking on the world’s big problems.
She is an avid chef and loves going
to the local farmers’ market with
her black lab, Lola. Melody took a
design thinking class in college and
thinks that some of the tools could
help improve the very apparent
problems in her agency. Melody’s
boss is tentatively supportive of
new ideas, but also thinks Melody
should focus on her current duties.
GOVERNMENT
Fellow with the Department of Education
California State Government
“It feels risky brining in fresh ideas as a new government employee.
Often, I need to prep designers before they take a meeting at my office
to ensure they don’t use jargon that alienates my supervisor.”
@redjotter // @lulumickelson // #SDGC15

3. Veronica
Veronica, 55, is a mother of four
with an almost lifelong career in the
public sector. She has participated
in successful, high-level initiatives,
but has also witnessed projects fall
victim to bureaucracy and shifting
priorities. Veronica was recently
appointed to an exciting leadership
role and is looking for methods to
improve the services she oversees.
She is wary of taking big risks and
likes using data to solve problems.
GOVERNMENT
Deputy Commissioner for Transportation
New York City Government
“There are always new philosophies for how to make government work
better, but I am looking for real results. Before I embrace a new
approach, I need to know it really works.”
@redjotter // @lulumickelson // #SDGC15

4. Pria
Pria, 28, went to graduate school for
design and has worked at her firm
for three years. She is an avid
photographer and helps instruct
art at a local school. Pria has been
instrumental in setting up a project
with the firm’s first public sector
client. She is under a lot pressure to
ensure that the venture succeeds
but is also getting instructions from
her bosses to put the firm’s finances
and reputation first.
DESIGNER
Junior Designer
Small Private Design Firm
“I believe that design has a huge role to play in government, but at
times I am not sure that government is ready. There is so much red tape
and compromise. It can be really frustrating.”
@redjotter // @lulumickelson // #SDGC15

5. Jason
Jason, 63, has grown his design
firm over many decades. He travels
often for work but tries to spend
his Sundays gardening at home.
His firm has advised governments
across the globe on user design and
service delivery methods, but he is
very familiar with how challenging it
can be to make a lasting impact on
both high-level policy and on-the-
ground service delivery.
DESIGNER
Owner & Lead Designer
Large Private Design Firm
“I enjoy grappling with government challenges, but I only get involved
as an advisor. I know that many of the projects I assist with never get
implemented, but I hope I can at least introduce a new way of thinking.”
@redjotter // @lulumickelson // #SDGC15

6. Sean
Sean, 32, is an established service
designer with a great idea for a new
service delivery approach for local
government. But he is struggling to
gain traction with his contacts in
the public sector and does not have
a strong grasp of how government
operates. Sean is glued to his phone
and loves connecting with people
online. He recently published an
opinion piece outlining his new idea
and is finally making some headway.
DESIGNER
Service Designer
Freelance
“As a citizen and a designer, I want to help make my city better. It is so
ridiculous that it has taken me almost a year to get a meeting with the
right person in government.”
@redjotter // @lulumickelson // #SDGC15

7. Designer, you give the keynote at a conference to a packed room of government
officials. They are inspired and enthused by the stories and approaches you’ve
shared. When it comes to the Q&A, a member of the audience raises their hand
and asks you this question… “Where is the quantitative evidence that this approach
works. Can you tell us about your most successful return on investment?”
Now, you’re talking one-on-one with the government official who asked that
question following the conference.
SCENARIOS
1
Designer, you receive this email:
Now, you’re having an initial meeting with this government official about
potential opportunities.
2
@redjotter // @lulumickelson // #SDGC15
You were recommended as a mover and shaker in the field of design. I have recently
been recruited to oversee a strategic reorganization of our agency. It was suggested,
that at the very early stages of this project, it might be useful to make contact to
get a greater sense of the approach and offer from your agency. I am having similar
conversations with existing organizational relationships, but am extending my reach.
I appreciate that you may be very busy but if you could find some time to meet, I prefer
face to face, then that would be excellent.
In a group of three, please act out each of the following scenarios,
where one person is a designer, one a government employee, and one
an active listener. Rotate roles for each scenario.

8. SCENARIOS
Designer, you receive this email after a long chain of correspondence, hours of
effort, and four meetings over the course of one year:
Thank you for your proposal and discussing these approaches with us. I’ve raised this with my
colleague but at the moment we do not have a work specification or business need for what
you are proposing.
As you are aware, we have a transformation program which is looking at our internal process-
es, culture and strategy. This work has been in development over the past year and we have a
team working on embedding this in the Council. I will forward your proposal to them for their
view and we will get back to you if the approach fits with our existing program. As explained
when we met, if a business need is identified then a work
specification would need to be prepared which would go through our
procurement process. Should this happen, we will let you know.
If you check our website there might be opportunities for service specific projects similar to
other projects your agency has happened.
Now, you are meeting with this government official with the hopes of better
understanding why the project fell apart.
3
@redjotter // @lulumickelson // #SDGC15
Thank you for your proposal and discussing these approaches with us. I’ve raised this
with my colleague but at the moment we do not have a work specification or business
need for what you are proposing.
As you are aware, we have a transformation program which is looking at our internal
processes, culture and strategy. This work has been in development over the past
year and we have a team working on embedding this in the Council. I will forward
your proposal to them for their view and we will get back to you if the approach fits
with our existing program. As explained when we met, if a business need is identified
then a work specification would need to be prepared which would go through our
procurement process. Should this happen, we will let you know.
If you check our website there might be opportunities for service specific projects
like other projects your agency has worked on.