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