HICSS 50th Presentation on the Big Island 2017

1. DrDavidBell @drdjbell
david.bell@brunel.ac.uk
Dr Muneer Nusir
Co-design for Government
Service Stakeholders

2. Content
Human Centred Design
Design and Double-Diamond Process
Government Services [Jordan context]
Co-design
Stakeholders
RepGrid Interviews and Analysis
Emergent Co-design Framework and Process
“Collaborative design of services”

5. The Artist Designer
...applying knowledge of
aesthetics, materials, mechanics
and perception to achieve pleasant
and enjoyable objects.
hcdi.brunel.ac.uk

6. The Engineering
Designer
...applying scientific and
technical knowledge to achieve
functional, efficient and
affordable products.
hcdi.brunel.ac.uk

7. Human
Centred
Designer
A relatively transparent figure
who does not impose
preferences on a project, but,
instead, conveys and translates
the will of the people in order
to empower them through the
final design solution.
Human centred design involves
techniques which communicate,
interact, empathise
and stimulate the people
involved, obtaining an
understanding of their needs,
desires and experiences which
often transcends that which the
people themselves
actually knew and realised.hcdi.brunel.ac.uk

8. Some Human Centred Design Tools
Facts Regarding Humans and Society Capture of Meanings and Needs Simulation of Possible Futures
- Anthropometric data sets and models
- Biomechanical data sets and models
- Psychophysical data sets and models
- Cognitive data sets and models
- Emotional data sets and models
- Psychological data sets and models
- Sociological data sets and models
- Philosophical data sets and models
Verbally based
- Ethnographic interviews
- Questionnaires
- Day-in-the-life analysis
- Activity analysis
- Cognitive task analysis
- The five whys
- Conceptual landscape
- Think aloud analysis
- Metaphor elicitation
- Be your customer
- Customer journey
- Personas
- Scenarios
- Extreme Users
Non Verbally based
- Game playing
- Cultural Probes
- Visual journals
- Error analysis
- Fly-on-the-wall observation
- Customer Shadowing
- Body language analysis
- Facial coding analysis
- Physiological measures
- Electroencephalograms
- Word concept association
- Role playing
- Focus groups
- Co-design
- Experience prototype
- Real fictions
- Para-functional prototypes
hcdi.brunel.ac.uk

9. The Human Centred Design Pyramid
hcdi.brunel.ac.uk

10. Human
Centred
Design
In its most basic form it leads
to products, systems and
services which are physically,
perceptually, cognitively and
emotionally intuitive.
In its most advanced form it
discovers and unlocks latent
needs and desires, supporting
the achievement of desired
futures for society.

11.  Identify approaches that will improve the
quality of e-Government services and
maximize user opportunities for
participation in the design process
 Bridge the requirements gap between
service user (citizen) real needs and the
service providers/designers of e-
Government service/s
 Improve the quality and efficiency of G2C e-
services through the adoption of a co-design
approach
Design Science Research Aims

12. UK Design Council-Double Diamond
Diverge – Converge – Diverge - Converge

13. IDEO – HCD Process

14.  Work with citizens & service designers
 Use RepGrid methodology to build a
cognitive model of service co-design
 Design a co-design framework
“How can user groups best work together?”
 Design an operationalized model (blueprint
for co-design)
“What should a blueprint look like?”
Design Research Steps

15. Typical Digital Service Design
Organisation User

16. User App Designer
Organisation User

17. Jordanian Government e-Services
 Common issues
 Lack of resources
 Lack of user involvement

18. Citizen – Designer Collaboration
Adapted from Fischer

19. Stakeholders
 Users
 Government service providers
 Government service interface

20. RepGrid Process
From George Kelly (Personal Construct Theory)

21. Interview
 What are the steps that the project follows
when designing government to citizen (G2C)
service?
 How could G2C services be delivered?
 How would you like to get more citizens
input?
 What type of services should be delivered
and by what means?
 What obstacles citizens face and what are
their daily frustration?
 What are citizens willing to contribute?
Elements  Cards

22. RepGrid Triad Example
3 random element cards are chosen 
 Which is different? Bird
 What makes it difference? Flying
 As opposed to? Swimming
Constructs

23. Participants –
Provider/Interface/User
*Ministry of Information and Communication Technology
**National Information Technology Centre

24. Construct Elicitation
Card 4: service
envisioning
Card 6: Service
Scoping
Card 7: Service
Testing
Card 4: Service
envisioning
Card 6: Service
Scoping
Card 7: Service
Testing
Pair
Odd
one
Triading of Elements

25. Example RepGrid Interview
Participant rating (Likert)

26. 26
Co-design
Common Constructs

27. User Evaluation as a
walkthrough

28. Common Themes
Four key themes
 Generating user ideas/views
 Collaborative communication platform
 Opportunities & challenges of
involvement
 Ability to utilize co-design tools
Six sub-themes (expressing creativity,
collaborative design tools, interaction,
communication, engagement and some
pros and cons).

29. 29
Summary
 Three G2C user groups
 RepGrid Interviews were undertaken
 Stakeholder cognitive models were then
used to build co-design framework
 Common themes emerged
 Centrality of co-define/develop is
presented in an overlapping double-
diamond (learning opportunity)
 The co-design framework was
operationalised as a BPMN model &
tested

30. 30
Thankyou
david.bell@brunel.ac.uk