This document appears to be a slide deck presentation on service design and putting citizens at the center of government services. Some key points discussed include: - The concepts of service design like defining customer journeys, touchpoints, interactions and service blueprints to improve citizen experiences. - Tools used in service design like ethnography, personas, customer journey mapping and experience strategy. - Exercises demonstrated to help understand the citizen perspective including creating personas, mapping customer journeys and using service blueprints. - The challenges of cross-channel solutions and ownership in government and strategies like partnering, piloting and publicizing new services. The presentation argues that using service design approaches can help improve government services by

1. 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

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THANKS
FOR YOUR TIMETODAY
http://www.flickr.com/photos/-imax-/4759877703

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INTRODUCTIONS

4. A little bit about the
Centre

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YOUR
TURN

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ATALE OF ELEVATOR FAILURE...
http://www.flickr.com/photos/tatejohnson/

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NO ONE WANTS A 1/4”
DRILLBIT. NO ONE EVEN
WANTA 1/4” HOLE....
http://www.flickr.com/photos/dinnerwithkev

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THEYJUSTWANTTO
HANG A PICTURE.
http://www.flickr.com/photos/michale/80671218

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GOVERNMENTISJUSTA
BIG DRILLBIT...NO ONE
WANTS ITFOR ITSELF.

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GOVERNMENT=
PROGRAMS
& SERVICES
http://www.flickr.com/photos/rideact/4596839593

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HOW TO IMPROVE?
BE CITIZEN-CENTRIC

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THE PROBLEMS WITH
CITIZEN-CENTRIC TODAYhttp://www.flickr.com/photos/tanj/360027659

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ACCOUNTABILITYFOR
SERVICE, ON RAMPS
AND OFF RAMPS
http://www.flickr.com/photos/beglen

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WHO CAN HELP?
CITIZEN ENGAGEMENT
SERVICE INNOVATORS

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TOOLBOX
http://www.flickr.com/photos/nadya

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SERVICE
DESIGN

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CONCEPTS
TOOLS & OUTPUTS
EXERCISES
GETTING STARTED

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CONCEPTS

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SO WHATIS A SERVICE?
http://www.flickr.com/photos/childofwar

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CITIZENS
http://www.flickr.com/photos/procsilas

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CHANNELS
http://www.flickr.com/photos/eridius/

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TOUCHPOINTS
www.flickr.com/photos/epsos

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INTERACTIONS
http://www.flickr.com/photos/dm-set

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DEFINING MOMENTS
http://www.flickr.com/photos/adrianclarkmbbs

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FRONTSTAGE
http://www.flickr.com/photos/49676009@N06

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BACKSTAGE
http://www.flickr.com/photos/uglynoid

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SUPPORT
http://www.flickr.com/photos/rene-germany

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EVIDENCE
http://www.flickr.com/photos/uberculture

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TOOLS

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ETHNOGRAPHY
http://www.flickr.com/photos/eyeliam

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DIARY
STUDY
http://www.flickr.com/photos/paalia

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DIGITALETHNOGRAPHY
http://www.flickr.com/photos/debbie_sonberg

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CODESIGN

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VISUALTHINKING

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CONCRETE ARTIFACTS

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PERSONAS

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CUSTOMERJOURNEY

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MAYA DESIGN

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UKCABINETOFFICE

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BUSINESS ORIGAMI

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SERVICE INVENTORY

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SERVICE BLUEPRINT
MJ Bitner, 2007, Service Blueprinting: A Practical Technique for Service Innovation

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SWIMLANES

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EXPERIENCE STRATEGY

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EXERCISES

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3 QUESTIONS
1) Who is that citizen at the centre of oureffort?
2) What is theirexperience like?
3) How can we serve them better?

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Q.
WHO IS THATCITIZEN
ATTHE CENTRE?

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PERSONAS

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PERSONA WORKSHEET
Quote

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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

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DISCUSSION

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Q.
WHAT IS THEIR
EXPERIENCE LIKE?

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CUSTOMERJOURNEY

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CUSTOMER JOURNEYELEMENTS
Steps in the process
Touchpoints & Interactions
Defining Moments
WebPhoneInPerson

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DISCUSSION

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Q.
HOW CAN WE SERVE
THEM BETTER?

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SERVICE BLUEPRINT
MJ Bitner, 2007, Service Blueprinting: A Practical Technique for Service Innovation

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BLUEPRINTELEMENTS
Citizen Actions
FrontstageBackstageSupportEvidence
What do they see or hear that lets them know about the service?
Our actions & activities
Actions

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DISCUSSION
MJ Bitner, 2007, Service Blueprinting: A Practical Technique for Service Innovation

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GETTING
STARTED

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GOVERNMENT
IS GOVERNMENT
IS GOVERNMENT
http://www.flickr.com/photos/eduardozarate

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THE CHALLENGE OF
OWNERSHIP OF CROSS-
CHANNELSOLUTIONS
http://www.flickr.com/photos/79286287@N00

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ME PLUS ONE
http://www.flickr.com/photos/lrargerich

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PARTNER
PILOT
PUBLICIZE
http://www.flickr.com/photos/pasukaru76

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THANKS AGAIN
QUESTIONS?
Jess McMullin
CENTRE FOR CITIZEN EXPERIENCE
jess AT ctzn.ca | 780.709.9396 | @jessmcmullin | citizenexperience.com
* Stayin touch!