Service Design Berlin
G O VJ A M B E R L I N / J u n e 1 1 , 2 0 1 5
Prototyping Public ServicesKatrin Dribbisch
Who am I to talk about this topic?
Katrin PhD Candidate, University of Potsdam
Service design enthusiast Co-founder of Service Design Berlin
Service Design Berlin
Design thinker d.school alumni
Social scientist Degree in political science
Design in the public sector Examples
Denmark: MindLab
How can we better assist young jobseekers?
— Photos: MindLab
UK: Alzheimer 100 project
How can we improve the dementia patient experience?
— Photos: Tan L, Szebeko D. Co-designing for dementia: The Alzheimer 100 project. AMJ 2009, 1, 12, 185-198.
Singapore: Ministry of Manpower
How can we enhance the work visa application process for foreign citizens?
— Photos: IDEO
Innovation-friendly environment & infrastructure needed
— Photo: Katrin Dribbisch
Training & skill development for public servants to sustain innovation
— Photo: Katrin Dribbisch
Design in the public sector A model
Artefact
ProductInterior
FashionJewellery
GraphicWeb & New Media
Artefact & Experience
EngineeringInteraction DesignHuman Computer Interaction
User ExperienceAnthropological DesignHuman Centred Design
Systems & Behaviour
Urban PlanningService DesignArchitecture
SMEsStrategic DesignCulture
Large Scale
SystemsPolicy DesignSystems DesignEnvironment
Public Service Infrastructure
Leve
l of
Com
plex
ity
M O D E L
Stratification of Design (Thinking)
— S. Di Russo (2013): http://ithinkidesign.wordpress.com/2013/03/26/design-wars/
Environment Policy Design Public Service Infrastructure Systems Design
Example: Dedicated parking spaces for car sharing in Berlin
Large Scale Systems
— Photo: Martin Jordan
— Photo: techcrunch.com
Example: legislation to prevent holiday apartments in big cities
Environment Policy Design Public Service Infrastructure Systems Design
Large Scale Systems
Design in the public sector Challenges
Challenges for design-led innovation in the public sector
• Creating authorising environments !
• Building and accessing capacity !
• Opening up bureaucracy to co-production
— C. Bason (2013): Design-led Innovation in Government. In: Stanford Social Innovation Review.
Design in the public sector Principles
Design Principles for the public sector by IDEO
Design Principles for the public sector by IDEO
Prototyping before piloting
Single aspects Entire service
Early in the process (part of design-phase)
At the end of the process(part of implementation)
P R O T O T Y P I N G P I LO T I N G
Proof of concept: Ability to change, iterate or overhaul
Point of no return: Make small tweaks & adaptation
Large investmentSmall investment
Prototyping in the public sector Three approaches
P R O T O T Y P I N G I N T H E P U B L I C S E C T O R
Testing of artefacts
E X A M P L E S !• forms • letters to citizens • info brochures • websites • apps
? W H AT
• prototypes of physical or digital aspects of a service
P R O T O T Y P I N G I N T H E P U B L I C S E C T O R
Testing of artefacts
•paper and cardboard prototypes •mock-ups of websites and apps (with
post-its, wireframes, click dummies etc) •wizard-of-oz principle
How to?
P R O T O T Y P I N G I N T H E P U B L I C S E C T O R
Service Walkthrough
E X A M P L E S !• testing of staff-customer
interaction (in person, via phone, via e-mail)
• prototypes of real-life physical spaces, e.g. service centre, service counters
? W H AT
• prototype of overall service experience
• a special focus on the perspective of the service provider
P R O T O T Y P I N G I N T H E P U B L I C S E C T O R
Acting out customer roles
? W H AT
• empathy tool • prototype of the service
experience from the perspective of the service recipient
E X A M P L E S !• testing staff-customer
interaction, e.g. service centre or call centre
• user tests
P R O T O T Y P I N G I N T H E P U B L I C S E C T O R
Service Walkthrough & Acting out roles
How to? •use LEGO model for space visualisation •prototype space in real-life dimensions •test staff-customer interaction by acting
out roles •define relevant personas and user roles •describe use cases and scenarios
Artefact
ProductInterior
FashionJewellery
GraphicWeb & New Media
Artefact & Experience
EngineeringInteraction DesignHuman Computer Interaction
User ExperienceAnthropological DesignHuman Centred Design
Systems & Behaviour
Urban PlanningService DesignArchitecture
SMEsStrategic DesignCulture
Large Scale
SystemsPolicy DesignSystems DesignEnvironment
Public Service Infrastructure
Leve
l of
Com
plex
ity
M O D E L
Stratification of Design (Thinking)
— S. Di Russo (2013): http://ithinkidesign.wordpress.com/2013/03/26/design-wars/
Takeaways
Take-aways
Impact can range from small to big scale
Explore different perspectives
Think about the service ecosystem
Consider internal and external users
Want to learn more after the jam?
Nov 13–14, 2015 Berlin / Germany www.serviceexperiencecamp.de
Interactive conference for Service Innovators
Thank you!servicedesignberlin.de
@SD_Berlin & @katrin_thinking
fb.com/servicedesignberlin
Icons by Lil Squid, Edward Boatman, Gonzalo Bravo, Jeremy J Bristol, Attilio Baghino, Lorena Salagre, DesignNex, Nicholas Menghini, Joe Richardson, Guvnor Co, Mourad Mokrane, Hadi Davodpour, iconsmind.com, Luis Prado, Erwin Supriyatna, Jens Tärning