service design berlin / prototyping public services at gov jam berlin 2015
TRANSCRIPT
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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
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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
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Design in the public sector Examples
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Denmark: MindLab
How can we better assist young jobseekers?
— Photos: MindLab
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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.
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Singapore: Ministry of Manpower
How can we enhance the work visa application process for foreign citizens?
— Photos: IDEO
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Innovation-friendly environment & infrastructure needed
— Photo: Katrin Dribbisch
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Training & skill development for public servants to sustain innovation
— Photo: Katrin Dribbisch
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Design in the public sector A model
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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/
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Environment Policy Design Public Service Infrastructure Systems Design
Example: Dedicated parking spaces for car sharing in Berlin
Large Scale Systems
— Photo: Martin Jordan
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— Photo: techcrunch.com
Example: legislation to prevent holiday apartments in big cities
Environment Policy Design Public Service Infrastructure Systems Design
Large Scale Systems
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Design in the public sector Challenges
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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.
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Design in the public sector Principles
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Design Principles for the public sector by IDEO
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Design Principles for the public sector by IDEO
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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
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Prototyping in the public sector Three approaches
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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
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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?
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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
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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
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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
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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/
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Takeaways
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Take-aways
Impact can range from small to big scale
Explore different perspectives
Think about the service ecosystem
Consider internal and external users
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Want to learn more after the jam?
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Nov 13–14, 2015 Berlin / Germany www.serviceexperiencecamp.de
Interactive conference for Service Innovators
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Thank you!servicedesignberlin.de
@SD_Berlin & @katrin_thinking
fb.com/servicedesignberlin
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