This presentation was used for Rethink design stories, an event in Milan. April 20219. https://rethinkfestival.it/aprile-2019/

1. RETHINK SERVICE DESIGN STORIES
Designing for migration
Dr. Mariana Salgado
Photo
by
Curtis
MacNewton
on
Unsplas
@salgado
@inlanddesign
Migri’s in-house
co-design team

2. I n l a n d
I n l a n d d e s i g n
2
A PLACE TO
EXPERIMENT
1 BOLD IDEAS
2
MOMENT IN LIFE
(COLLABORATION WITH
PUBLIC AGENCIES)
3 RESOURCES TO INNOVATE
4
WHY?

3. I n l a n d
we work at inland
Mariana Salgado Suse Miessner Pia Laulainen Katariina Kantola
Design &
Research
Lead
Design &
Prototyping Lead
Service
Designer
Service Design Intern/
Thesis Position
@Salgado @suse_miessner @LaulainenPia
I n l a n d d e s i g n

4. I n l a n d
where are we inside Migri?
Substance units Support units
KANY
Citizenship unit
TUPA
Asylum unit
MAMU
Residence permit
unit
VOY
Reception centre
unit
OIMA
Legal & Country
information unit
KANSLIA
Finance unit
SÄPA
Digital services
ASVI
Customer service &
communications
unit
HR
Human resources
unit
I n l a n d d e s i g n

5. I n l a n d
5
1 2
3 4
A TEAM OF
DESIGNERS
GOOD FACILITIES
CERTAIN FREEDOM
ONE UNIT READY TO
COLLABORATE
I n l a n d d e s i g n
HOW?

6. I n l a n d
6
our role
I n l a n d d e s i g n

7. I n l a n d
7
how is design perceived in Migri?

8. I n l a n d
8
our main challenge
I n l a n d d e s i g n
identify key areas in
which design can make
an impact

9. I n l a n d
9
3 areas in which design can have the biggest impact
I n l a n d d e s i g n
bring human centered
approach to projects
kick start projects
with other
organisations
bring organisational
change through
experimental culture

10. I n l a n d
10
Bring a human-centred
approach to projects
Inland strategic priority
I n l a n d d e s i g n

11. I n l a n d 11
last year situation
Customers feel left alone with their
questions.
They report not reaching MIGRI.
* J a n - D e c , 2 0 1 7 ; g e n e r a l
s e r v i c e l i n e
22%
of calls receiving
assistance*
49% Generic advice
37% Processing time
14% Supplementary requests & decisions
I n l a n d d e s i g n

12. I n l a n d 12
MIGRI VISION 2020
By 2020 – customer
service is 90% self-served.
H e l l o ! I a m K a m u , y o u r
d i g i t a l a s s i s t a n t .
C l i c k m e t o s t a r t a c h a t .
I n l a n d d e s i g n

13. I n l a n d 13
a chatbot to answer the common questions
Customers
Voice call
Text-based chat
Human chat
(voice or text)
Customer service
personnel
answers common
questions
concentrates on
complicated cases
I n l a n d d e s i g n

14. I n l a n d
14
I n l a n d
I n l a n d d e s i g n

15. I n l a n d 15
Key factors for the customers accepting the chatbot
I n l a n d d e s i g n
Understandable
easy language since our customers
are not native speakers of the
language
Easy to use
Focus on usability
Trust the given information
Personality of the chatbot
Same information in all
channels
Synching content with migri.fi and
information given by phone
services

16. I n l a n d 16
Co-designing the chatbot personality
Workshop with Kuhmo
customer service
personnel
Survey in Helsinki
Service Point
User testing of 3 chatbot
personalities in Helsinki
September 2017
7 participants (professionals)
October/November 2017
15 replies (immigrants)
February 2018
7 participants (immigrants)
1. 2. 3.
All Migri workers voted on the
chatbot name via Mintra
4.
I n l a n d d e s i g n

17. I n l a n d 17
Name:
Species:
Gender:
Characteristics:
Kamu
Robot
genderless as it is a machine
Knowledgeable
Friendly but not joking
To the point
Understand quickly
Trustworthy
Use of language:
Use of emojis:
• Talks customers own language
• Clear and easy language (no internal slang)
• Uses small talk responses when
appropriate: only when upcoming dialog
takes a few questions to determine the right
answer
• Emojis are used selectively to make the
discussion more humane
• Never uses more than 1 emoji in a row
• Uses especially positive emojis & country
flags
Best
Friend
Executive
director
close
distant
friendly
cold
I know about all Migri-
related questions.
Trust my answers
I n l a n d d e s i g n

18. I n l a n d
1
benefits of the chatbot
Being closer to the
customer
Changing the role of
customer service
personnel
Reducing repetitive
work of customer
service personnel
I n l a n d d e s i g n

19. I n l a n d
19
Kick-start projects with
other organisations
Strategic goal

20. I n l a n d
20
network of chatbots
Organisation 1 Organisation 2 Organisation 3 Organisation 4
Agent 1 Agent 2 Agent 3 Agent 4
I n l a n d d e s i g n
Organisation 1 Organisation 2 Organisation 3 Organisation 4

21. I n l a n d
21
I n l a n d

22. I n l a n d
22
I n l a n d

23. I n l a n d
Bring organisational change
through experimental culture
Strategic goal

24. I n l a n d
QALENTERI.FI
Developed in 6 weeks
More than 1200 visits

25. I n l a n d
i n l a n d 25

26. I n l a n d
i n l a n d 26

27. I n l a n d
FROM LEADING TO
CONSULTING
1 CONSULTING
2
PARTICIPATING
3 BUILDING SPACE FOR
COLLABORATION
4
FOUR MODELS

28. model 1: FROM LEADING TO CONSULTING
28
inland design
• Immigrant
• Migri units
• external partenrs
Inland Design
Starting
point
as expert leader
External partners
Ohter teams
as leaders
Inland Design as
consultant
Inland Design
aboard
Shifting
roles
Sharing responsibilities
between team and Inland
Desing

29. model 1: FROM LEADING TO CONSULTING
29
inland design
• Immigrant
• Migri units
• external partenrs
Inland Design
Starting
point
as expert leader
External partners
Ohter teams
as leaders
Inland Design as
consultant
Inland Design
aboard
Shifting
roles
Sharing responsibilities
between team and Inland
Desing
Kamu (the chatbot)
Starting up smoothly (network of chatbots)
Qalenteri (calendar)
Reusing TUPA
Projects: 1
2
3
4
1
2 3
4

30. model 2: PARTICIPATING
30
inland design
Inland Design
Starting
point
as participant
Inland Design
aboard
Migri’s teams

31. model 2: PARTICIPATING
31
inland design
Inland Design
Starting
point
as participant
Inland Design
aboard
Migri’s teams
Lead by Customer Service Unit:
Polku (Journey)- Asiakas (Client)- IPA (self service) –
Ennakko (Proactiveness)
Lead by the internal development unit (Kepa):
Cards for development discussions- Forum for managers
Projects:

32. model 3: CONSULTING
32
inland design
Inland
Design
Starting
point
as consultant
Inland Design
helps to build the
road: training &
design process
Inland
Design helps
to raise the
quality of
deliveries
Migri’s
teams
Inland
Design helps
if the team
is stuck

33. model 3: CONSULTING
33
inland design
Inland
Design
Starting
point
as consultant
Inland Design
helps to build the
road: training &
design process
Inland
Design helps
to raise the
quality of
deliveries
Migri’s
teams
Inland
Design helps
if the team
is stuck
ONE number
Educational basket
Platform for recruitment
Free meeting
Leadership as service
Building community
Migri MAX (game)
Carrot (lunch date service)
Paying back
Tarek: Financial services
Projects:

34. 34
inland design
model 4: BUILDING SPACE FOR COLLABORATION
Bringing design
expertise from
universities
Joining forces
over organisation
borders
NGOs
Inland
Design
Migri’s
teams
Co-Design Space
Other
public
agencies
Universitie
s
User research in
collaboration
with immigrant’s
associations
Projects and
trainings
reinforce
cross unit
collaboration

35. 35
inland design
model 4: BUILDING SPACE FOR COLLABORATION
Bringing design
expertise from
universities
Joining forces
over organisation
borders
NGOs
Inland
Design
Migri’s
teams
Co-Design Space
Other
public
agencies
Universitie
s
User research in
collaboration
with immigrant’s
associations
Projects and
trainings
reinforce
cross unit
collaboration
IDBM (Aalto University)
Usability migri.fi & Enter Finland (Laurea
AMK)
Future Digital Services (Laurea AMK)
Projects:

36. where are we in the Finnish society?
36
inland design
as expert leader
INLAND DESIGN
PUBLIC SECTOR PRIVATE SECTOR
THIRD SECTOR
FINNISH
IMMIGRATION
SERVICE
INTERIOR MINISTRY
COMPANIES WORKING
WITH / FOR
IMMIGRANTS
NGOS WORKING FOR
IMMIGRANTS
DESIGN TEAMS
WORKING WITH/FOR
IMMIGRANTS

37. Kiitos!
Migri’s in-house
co-design team