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GROWING 
GOVERNMENT DESIGN CAPABILITY 
Code for America Summit | September 25th, 2014 | San Francisco 
Jess McMullin | The Centre for Citizen Experience | @jessmcmullin | jess@ctzn.ca
UX SINCE 1996
2003
2009
A QUESTION
WHAT HAPPENS IF WE THINK ABOUT CITIZEN 
EXPERIENCE WITH THE SAME DESIGN TOOLS 
WE USE FOR CUSTOMER EXPERIENCE? 
WHERE WOULD THAT TAKE US?
I’M INCREDIBLY LUCKY TO WORK CLOSELY 
WITH THE CENTRAL SERVICE DESIGN TEAM 
INSIDE THE GOVERNMENT OF BRITISH 
COLUMBIA.
THE BC PUBLIC SERVICE IS DOING AMAZING, 
INNOVATIVE THINGS WITH DESIGN IN 
GOVERNMENT.
BC SERVICES CARD
FIELD RESEARCH
FINDING PATTERNS
CODESIGN WORKSHOPS
EXPLORE NEW SERVICE CONCEPTS
PROTOTYPE NEW SERVICE CONCEPTS
DOCUMENTING SERVICE CONCEPTS
DIGITAL SERVICES CONSULTATION
“ That means government must 
carefully consider how to design 
services that truly add value for 
people...Simply having a digital service 
does not equal efficiency." 
" 
Understanding and delivering value to 
the public is where we must begin.” 
DIGITAL SERVICES CONSULTATION
NOW HUNDREDS OF 
THOUSANDS OF CITIZENS 
HAVE THE NEW CARD
AND NEW KINDS OF 
SERVICE INNOVATION ARE 
POSSIBLE.
THREE 
LESSONS
1. BUILD FROM THE CORE 
2. INVEST IN SKILLS 
3. DESIGN BEYOND DIGITAL
BUILD FROM THE CORE 
START SMALL 1
SMALL TEAM
WITH PARTNERS (INSIDE AND OUTSIDE THE ORG)
EXECUTIVE MANDATE
CITIZENS @ THE CENTRE
BUILD ON SMALL SUCCESSES
STEPPING STONES 
Photo: CC: BY Pauli Carmody 
https://www.flickr.com/photos/-macjasp/14100376082
BUILD FROM THE CORE 1 
» Small Team+Partners 
» Executive Mandate 
» Start Small and Build on 
Successes
INVEST IN SKILLS FOR THE REST OF THE ORGANIZATION 2
RESOURCES
A UX LIBRARY FOR ALL DEPARTMENTS
BC UX TOOLBOX
PROVIDE DIRECTION
BC DIGITAL SERVICES STRATEGY 
@admaclennan
TRAINING
PROJECTS
» Resources 
» Provide Direction 
» Training 
» Projects 
2INVEST IN SKILLS
DESIGN BEYOND DIGI3TAL 
FROM PIXELS TO POLICY
There’s more to government innovation than digital.
THE HEART OF PUBLIC INNOVATION: 
TRANSLATE CITIZEN NEEDS 
INTO GOVERNMENT 
CAPABILITIES.
THE SERVICE ARCHITECTURE FRAMEWORK
ALEX MACLENNAN (LAST 2 YEARS)
5 LAYERS
Service Architecture Framework (Early Draft)
USE DIGITAL AS AN ON-RAMP
SOME EXAMPLES 
» Domestic Violence Policy 
» Landlord / Tenant Disputes 
» Business Case for Common Payment
» Service Architecture 
» From Experience to 
Interface to Operations 
& Infrastructure to 
Policy & Legislation 
» Use Digital as On-Ramp 
3 DESIGN BEYOND DIGITAL
1. BUILD FROM THE CORE 
2. INVEST IN SKILLS 
3. DESIGN BEYOND DIGITAL
TRANSFORM 
THE CITIZEN EXPERIENCE
THANK YOU!
Jess McMullin 
Centre for Citizen Experience 
jess AT ctzn DOT ca 
www.citizenexperience.org 
twitter.com/jessmcmullin
Many thanks to the following great folks who 
helped make this talk better 
» Alex MacLennan, Blair Neufeld, Dominique Bohn, Ashley Johnston, 
Rommel Agbay, Savannah Murphy, David Hume and all the BC team. 
» Lou Rosenfeld and my fellow Rosenfeld Media Experts. 
» Laura Wesley, Blaise Hébert, Sage Cram, Tanya Snook, Cornelius 
Rachieru and the rest of the Ottawa crew. Long live #gcdesign 
» All the great Flickr users who shared Creative Commons photos! 
» Cyd Harrell, Dana Chisnell, Whitney Quesenberry, Dan Willis and all 
the other citizen experience pioneers. Keep up the fight! 
ACKNOWLEDGEMENTS

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