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2020 CENSUS RESPONDENT EXPERIENCE BLUEPRINT
NATIONAL ADVISORY COMMITTEE (NAC)11/2/2018
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AGENDA
Our methodology and approach
Blueprint review
Potential areas for NAC to contribute
Service design blueprints and how organizations use them
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To equip key Census Bureau decision makers with the information needed to prioritize and
address respondent experience pain points and ultimately drive higher response rates for
the 2020 Census.
OUR CHALLENGE
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WHAT IS A SERVICE DESIGN BLUEPRINT?
Documents, people,
touchpoints, processes, technology
Current state and/or
future state
Co-creative aligning across
functional areas
Communication tool
North Star for solutioning
against obstacles
Focused on customer
experience
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HOW THEY’RE USED
Map out capabilities
Identify obstacles + pain points
Map new products + services
Strategize future state experience
Communicate across the
organization
Assessservices
Blueprints can be used by a variety of stakeholders across the organization
to achieve various objectives:
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EXAMPLES FROM THE PUBLIC SECTOROther government agencies have been using
user-centered design methods to improve
constituent experience.
For more information, see digital.gov
recreation.gov
myuscis.gov
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OUR METHOD
1. Engage a team to bring in human-centered
design to the respondent experience
2. Bring together participants from across the
Census Bureau
3. Facilitate information gathering and sharing
4. Co-create and validate the output
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OUR PARTICIPANTS
• Communications Directorate
• Field Directorate
• Decennial Directorate
• Director’s Office/Leadership
• Research
• Team Y&R
• Accenture Fjord Digital Studio
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OUR APPROACH
Collaborative and connective
Interactive
Neutral creative space
Keep respondents at the forefront
Aggregative information-gathering
Iterative product validation
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OUR AREAS OF FOCUS
Self Response
• Internet
• Paper
• CQA (phone)
UL – Update Leave
NRFU – Non-Response Follow-Up
UE – Update Enumerate
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PROCESS + OUTPUTSProcess Component Output
Working sessions (7) Input of 40+ participants and 250+ data points
Draft respondent experience blueprint (6 iterations) Evolving blueprint document based on feedback
Validation sessions (4) Participant feedback based on collaborative review of draft document
Process report Synthesis of project documentation, process, and recommendations
Co-creative ideation session Collaborative problem-solving based on pain points
2020 Census Respondent Experience Blueprint Final document in both printable and clickable forms
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ANATOMY OF THE BLUEPRINTPhases
3 archetype journeys across X phases
• Respondent
• Influencer
• Census Bureau
Actions, effects, pain points
Risks
Representative of full blueprint
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SELECTED INITIAL FINDINGS
Process Adjustments
• A respondent completes his/her questionnaire, but keeps getting additional reminders or visits from the Census
Refinement to the communication campaign
• Staggered mailings may cause uncertainty among respondents
in different waves without additional messaging
The analysis identified opportunities for improvements to the 2020 Census process
Risks to mitigate
• Insufficient support at call center(s)
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POTENTIAL AREAS FOR NAC TO CONTRIBUTE
Review the blueprint and provide feedback on content
Brainstorm additional pain points on behalf of the respondents you represent
Identify areas to contribute to mitigation and/or solutioning