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Putting the Citizen Back Into Citizen-Centric
How Service Design Can Save You Headaches &
Delight the Public
Friday November 26, 2010
Jess McMullin
CENTRE FOR CITIZEN EXPERIENCE
jess AT ctzn.ca | 780.709.9396 | citizenexperience.com
CENTRE FOR CITIZEN EXPERIENCE
THANKS
FOR YOUR TIMETODAY
http://www.flickr.com/photos/-imax-/4759877703
CENTRE FOR CITIZEN EXPERIENCE
INTRODUCTIONS
A little bit about the
Centre
CENTRE FOR CITIZEN EXPERIENCE
YOUR
TURN
CENTRE FOR CITIZEN EXPERIENCE
ATALE OF ELEVATOR FAILURE...
http://www.flickr.com/photos/tatejohnson/
CENTRE FOR CITIZEN EXPERIENCE
NO ONE WANTS A 1/4”
DRILLBIT. NO ONE EVEN
WANTA 1/4” HOLE....
http://www.flickr.com/photos/dinnerwithkev
CENTRE FOR CITIZEN EXPERIENCE
THEYJUSTWANTTO
HANG A PICTURE.
http://www.flickr.com/photos/michale/80671218
CENTRE FOR CITIZEN EXPERIENCE
GOVERNMENTISJUSTA
BIG DRILLBIT...NO ONE
WANTS ITFOR ITSELF.
CENTRE FOR CITIZEN EXPERIENCE
GOVERNMENT=
PROGRAMS
& SERVICES
http://www.flickr.com/photos/rideact/4596839593
CENTRE FOR CITIZEN EXPERIENCE
HOW TO IMPROVE?
BE CITIZEN-CENTRIC
CENTRE FOR CITIZEN EXPERIENCE
THE PROBLEMS WITH
CITIZEN-CENTRIC TODAYhttp://www.flickr.com/photos/tanj/360027659
CENTRE FOR CITIZEN EXPERIENCE
ACCOUNTABILITYFOR
SERVICE, ON RAMPS
AND OFF RAMPS
http://www.flickr.com/photos/beglen
CENTRE FOR CITIZEN EXPERIENCE
WHO CAN HELP?
CITIZEN ENGAGEMENT
SERVICE INNOVATORS
CENTRE FOR CITIZEN EXPERIENCE
TOOLBOX
http://www.flickr.com/photos/nadya
CENTRE FOR CITIZEN EXPERIENCE
SERVICE
DESIGN
CENTRE FOR CITIZEN EXPERIENCE
CONCEPTS
TOOLS & OUTPUTS
EXERCISES
GETTING STARTED
CENTRE FOR CITIZEN EXPERIENCE
CONCEPTS
CENTRE FOR CITIZEN EXPERIENCE
SO WHATIS A SERVICE?
http://www.flickr.com/photos/childofwar
CENTRE FOR CITIZEN EXPERIENCE
CITIZENS
http://www.flickr.com/photos/procsilas
CENTRE FOR CITIZEN EXPERIENCE
CHANNELS
http://www.flickr.com/photos/eridius/
CENTRE FOR CITIZEN EXPERIENCE
TOUCHPOINTS
www.flickr.com/photos/epsos
CENTRE FOR CITIZEN EXPERIENCE
INTERACTIONS
http://www.flickr.com/photos/dm-set
CENTRE FOR CITIZEN EXPERIENCE
DEFINING MOMENTS
http://www.flickr.com/photos/adrianclarkmbbs
CENTRE FOR CITIZEN EXPERIENCE
FRONTSTAGE
http://www.flickr.com/photos/49676009@N06
CENTRE FOR CITIZEN EXPERIENCE
BACKSTAGE
http://www.flickr.com/photos/uglynoid
CENTRE FOR CITIZEN EXPERIENCE
SUPPORT
http://www.flickr.com/photos/rene-germany
CENTRE FOR CITIZEN EXPERIENCE
EVIDENCE
http://www.flickr.com/photos/uberculture
CENTRE FOR CITIZEN EXPERIENCE
TOOLS
CENTRE FOR CITIZEN EXPERIENCE
ETHNOGRAPHY
http://www.flickr.com/photos/eyeliam
CENTRE FOR CITIZEN EXPERIENCE
DIARY
STUDY
http://www.flickr.com/photos/paalia
CENTRE FOR CITIZEN EXPERIENCE
DIGITALETHNOGRAPHY
http://www.flickr.com/photos/debbie_sonberg
CENTRE FOR CITIZEN EXPERIENCE
CODESIGN
CENTRE FOR CITIZEN EXPERIENCE
VISUALTHINKING
CENTRE FOR CITIZEN EXPERIENCE
CONCRETE ARTIFACTS
CENTRE FOR CITIZEN EXPERIENCE
PERSONAS
CENTRE FOR CITIZEN EXPERIENCE
CUSTOMERJOURNEY
CENTRE FOR CITIZEN EXPERIENCE
CENTRE FOR CITIZEN EXPERIENCE
MAYA DESIGN
CENTRE FOR CITIZEN EXPERIENCE
UKCABINETOFFICE
CENTRE FOR CITIZEN EXPERIENCE
BUSINESS ORIGAMI
CENTRE FOR CITIZEN EXPERIENCE
CENTRE FOR CITIZEN EXPERIENCE
CENTRE FOR CITIZEN EXPERIENCE
CENTRE FOR CITIZEN EXPERIENCE
CENTRE FOR CITIZEN EXPERIENCE
CENTRE FOR CITIZEN EXPERIENCE
CENTRE FOR CITIZEN EXPERIENCE
CENTRE FOR CITIZEN EXPERIENCE
CENTRE FOR CITIZEN EXPERIENCE
CENTRE FOR CITIZEN EXPERIENCE
CENTRE FOR CITIZEN EXPERIENCE
CENTRE FOR CITIZEN EXPERIENCE
CENTRE FOR CITIZEN EXPERIENCE
CENTRE FOR CITIZEN EXPERIENCE
CENTRE FOR CITIZEN EXPERIENCE
SERVICE INVENTORY
CENTRE FOR CITIZEN EXPERIENCE
CENTRE FOR CITIZEN EXPERIENCE
SERVICE BLUEPRINT
MJ Bitner, 2007, Service Blueprinting: A Practical Technique for Service Innovation
CENTRE FOR CITIZEN EXPERIENCE
SWIMLANES
CENTRE FOR CITIZEN EXPERIENCE
EXPERIENCE STRATEGY
CENTRE FOR CITIZEN EXPERIENCE
EXERCISES
CENTRE FOR CITIZEN EXPERIENCE
3 QUESTIONS
1) Who is that citizen at the centre of oureffort?
2) What is theirexperience like?
3) How can we serve them better?
CENTRE FOR CITIZEN EXPERIENCE
Q.
WHO IS THATCITIZEN
ATTHE CENTRE?
CENTRE FOR CITIZEN EXPERIENCE
PERSONAS
CENTRE FOR CITIZEN EXPERIENCE
PERSONA WORKSHEET
Quote
CENTRE FOR CITIZEN EXPERIENCE
1. Spread out the photos in the photo
packet. Choose one.
2. Fill in the blanks, easiest to hardest
3. E.g. What is their role (Mom, Banker,
Resident)
4. What are their demographics? (Age,
income, occupation, family status,
location)
5. How comfortable are theywith specific
channels? How comfortable are theywith
domain knowledge? What other factors
determine success? How are theywith
those? Grade them (low on the left)
6. Now start to colorin the persona as a
real person. What’s their name? What’s
their background?
7. What are their three most important
short term goals?
8. What are key long term goals?
9. What are two scenarios or situations
that they are involved with your
organization?
10. If you could capture the essence of
this person & their needs in a quote, what
would that quote say?
PERSONA INSTRUCTIONS
CENTRE FOR CITIZEN EXPERIENCE
DISCUSSION
CENTRE FOR CITIZEN EXPERIENCE
Q.
WHAT IS THEIR
EXPERIENCE LIKE?
CENTRE FOR CITIZEN EXPERIENCE
CUSTOMERJOURNEY
CENTRE FOR CITIZEN EXPERIENCE
CUSTOMER JOURNEYELEMENTS
Steps in the process
Touchpoints & Interactions
Defining Moments
WebPhoneInPerson
CENTRE FOR CITIZEN EXPERIENCE
DISCUSSION
CENTRE FOR CITIZEN EXPERIENCE
Q.
HOW CAN WE SERVE
THEM BETTER?
CENTRE FOR CITIZEN EXPERIENCE
SERVICE BLUEPRINT
MJ Bitner, 2007, Service Blueprinting: A Practical Technique for Service Innovation
CENTRE FOR CITIZEN EXPERIENCE
BLUEPRINTELEMENTS
Citizen Actions
FrontstageBackstageSupportEvidence
What do they see or hear that lets them know about the service?
Our actions & activities
Actions
CENTRE FOR CITIZEN EXPERIENCE
DISCUSSION
MJ Bitner, 2007, Service Blueprinting: A Practical Technique for Service Innovation
CENTRE FOR CITIZEN EXPERIENCE
GETTING
STARTED
CENTRE FOR CITIZEN EXPERIENCE
GOVERNMENT
IS GOVERNMENT
IS GOVERNMENT
http://www.flickr.com/photos/eduardozarate
CENTRE FOR CITIZEN EXPERIENCE
CENTRE FOR CITIZEN EXPERIENCE
THE CHALLENGE OF
OWNERSHIP OF CROSS-
CHANNELSOLUTIONS
http://www.flickr.com/photos/79286287@N00
CENTRE FOR CITIZEN EXPERIENCE
ME PLUS ONE
http://www.flickr.com/photos/lrargerich
CENTRE FOR CITIZEN EXPERIENCE
PARTNER
PILOT
PUBLICIZE
http://www.flickr.com/photos/pasukaru76
CENTRE FOR CITIZEN EXPERIENCE
THANKS AGAIN
QUESTIONS?
Jess McMullin
CENTRE FOR CITIZEN EXPERIENCE
jess AT ctzn.ca | 780.709.9396 | @jessmcmullin | citizenexperience.com
* Stayin touch!

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