Post on 17-Aug-2014
description
CITIZEN EXPERIENCE DESIGN
Jess McMullin | The Centre for Citizen Experience | @jessmcmullin
#citx
Examples, Challenges and Opportunities for Improving the Citizen Experience
UX India 2013 | October 26, 2013 | Bangalore
#uxindia13
THANK YOU SO MUCH FOR INVITING ME…
YOU HAVE OUTSTANDING TALENT AND EVEN GREATER POTENTIAL…
WHY I’M HERE TODAY
MAP
1996
2003
START MY OWN FIRM FORTUNE 500 SILICON VALLEY PITCH AGAINST THE BEST WIN BURN OUT REBOOT.
2009
GOVERNMENT FACES REAL CHALLENGES http://www.flickr.com/photos/vincealongi/2790464608
UNFORTUNATELY, IT’S GOING TO GET EVEN HARDER.
Increasing Demand for Services
Shrinking Revenue and Resources in Government
THE SERVICE PARADOX THAT WILL DEFINE THE NEXT DECADES.
HOW DO WE CLOSE
THIS SERVICE GAP?
WE NEED TO REDESIGN GOVERNMENT http://www.flickr.com/photos/whalt/175352360
HOW?
ONE PIECE OF THE PUZZLE
CUSTOMER EXPERIENCE TRANSFORMATION http://www.flickr.com/photos/mr_t_in_dc/2415124094
APPLE
CUSTOMER EXPERIENCE
EXPERIENCE
CITIZEN
PONDER ON YOUR OWN CITIZEN EXPERIENCE FOR A MOMENT…
WHERE’S YOUR ‘I ♥ GOVT?’ T-SHIRT? http://www.flickr.com/photos/omaromar/4961643547
♥
SO HOW DO WE CHANGE THE CITIZEN EXPERIENCE?
EXPERIENCE DESIGN
CUSTOMER
EXPERIENCE DESIGN
CITIZEN
CITIZEN EXPERIENCE DESIGN: THE APPLICATION OF DESIGN TO GENERATE INNOVATIONS THAT HELP GOVERNMENT WORK BETTER FOR PEOPLE.
DESIGN FOR CHANGE
THREE THINGS WE NEED SO THAT
DESIGN DRIVES CHANGE
DESIGN AS A PROCESS
DESIGN AS A CAPABILITY
DESIGN AS A CULTURE
DESIGN AS A PROCESS FOR UNDERSTANDING, DEFINING, AND SOLVING PROBLEMS AND OPPORTUNITIES.
PEOPLE ZOOM
discover define design develop
define the rightproblem oropportunity
create theright solution
Based on UK Design Council Double Diamond process
The Squiggle | Damien Newman, Central | CC:BY ND
THE POWER OF POSSIBILITY http://www.flickr.com/photos/jurvetson/2542450115
THE POWER OF REAL WORLD OBSERVATION http://www.flickr.com/photos/artcriminal/3669455518
THE POWER OF SEEING SYSTEMS http://www.flickr.com/photos/ethanhein/2272885283
THE POWER OF VISUALIZING & MAKING http://citizenexperience.com
THE POWER OF ITERATION http://www.flickr.com/photos/robinkearney
THE POWER OF CODESIGN http://www.flickr.com/photos/edublogger/5663869738
POWER TO MAKE MEANING FOR PEOPLE http://www.flickr.com/photos/eileendelhi/144335765
DESIGN AS A CAPABILITY THE TALENT, TIME, BUDGET, AND TRAINING TO APPLY DESIGN TO UNDERSTANDING, DEFINING, AND SOLVING PROBLEMS AND OPPORTUNITIES
DESIGN EXPANDS YOUR TOOLBOX
WITH SOME NEW TOOLS
BUT WE HAVE TO HAVE THE CAPABILITY TO USE THOSE TOOLS
DESIGN AS A CULTURE THE ORGANIZATIONAL DESIGN MATURITY TO APPLY DESIGN TO THE HEART OF THE BUSINESS.
DESIGN AS A CULTURE THE ORGANIZATIONAL DESIGN MATURITY TO APPLY DESIGN TO THE HEART OF THE BUSINESS. (START SMALL)
4+ YEARS (AND ONGOING) FOR B.C.
PROCESS + CAPABILITY + CULTURE = RESULTS
REDUCE SERVICE FAILURE+ INCREASE VALUE http://www.flickr.com/photos/cloneofsnake/2825436246
Improved outcomes for stakeholders & government
Service Delivery Costs
THE KEY PROMISE: CITIZEN EXPERIENCE DESIGN CAN HELP LOWER COSTS AND IMPROVE OUTCOMES
CHALLENGES
IT’S EASY TO TALK ABOUT CITIZEN EXPERIENCE
AS YOU MAY EXPECT, IT CAN BE A BIT HARDER TO ACTUALLY DO SOMETHING ABOUT IT.
ALL THE TYPICAL CHALLENGES OF ANY CHANGE IN ANY ORGANIZATION…
RECOGNIZING CHALLENGES IS FIRST STEP TO OVERCOMING THEM http://www.flickr.com/photos/tambako/3948318155/
THESE IN PARTICULAR
3 3
TOP 3 CHALLENGES FOR CITIZEN EXPERIENCE DESIGN 1. SERVICE MONOPOLY IN GOVERNMENT 2. COMPETING INTERESTS & TRADEOFFS 3. SCALE
1. SERVICE MONOPOLY IN GOVERNMENT
* A note for Cam Lane and every other wonderful public servant: I believe the overall legacy of government is overwhelmingly positive.
2. COMPETING INTERESTS
3. SCALE
BUT I AM WILDLY OPTIMISTIC WE WILL MEET THE CHALLENGE…
WILDLY OPTIMISTIC BECAUSE OF THE AMAZING TALENT HERE AT UX INDIA
I AM COUNTING ON YOU TO FIGHT THE CROCODILES http://www.flickr.com/photos/tambako/3948318155/
STORIES
TEXTIZEN & CITY OF PHILADELPHIA Photos & Screens Courtesy of Textizen
TEXTIZEN
THE SAME 20 PEOPLE PROBLEM
THE OBVIOUS ANSWER: SOCIAL APP!
80
50% Smartphone adoption across the United States
81
85% Text message adoption across the United States
Focusing on text messaging lets Textizen bring citizen engagement to the same place and time as the experience itself.
TEXTIZEN ENABLES A CONVERSATION
CROSSCHANNEL IN GUADALAJARA
DON IVESON & THE CITY OF EDMONTON Video courtesy Councilor Don Iveson and the City of Edmonton. Project photos by yours truly.
MEET COUNCILOR IVESON
UK GOVERNMENT DIGITAL SERVICE
http://www.flickr.com/photos/benterrett/8576183560
OPPORTUNITIES
SO WHAT CAN YOU DO?
THE OPPORTUNITY IN INDIA
Finding Opportunity Learning to Walk Crocodiles
1. WE RECOGNIZE THAT DESIGN HELPS MORE THAN STARTUPS, OUTSOURCING, AND ENTERPRISE SOFTWARE. DESIGN MAKES A DIFFERENCE.
YOU MAKE A DIFFERENCE
2. UNDERSTAND THE VALUE OF DESIGN…
YOU CAN USE AN ERASER ON THE DRAFTING BOARD OR A SLEDGEHAMMER ON THE CONSTRUCTION SITE. - FRANK LLOYD WRIGHT
3. MAKE CONNECTIONS, SHARE SUCCESS
FIND WHERE YOU CAN CONNECCT
PARTNER PILOT(PROTOTYPE) PUBLICIZE
YOU ARE GOING TO HELP THIS SHIFT HAPPEN SOONER THAN LATER. THE PEOPLE IN THIS ROOM ARE ON THE LEADING EDGE OF A PROFOUND TRANSFORMATION FOR INDIAN DESIGN AND INNOVATION…
TWO LAST STORIES
THE STORY OF CITIZEN EXPERIENCE
CITIZEN EXPERIENCE IS A FOCUS http://www.flickr.com/photos/wwworks/4073469817
CITIZEN EXPERIENCE IS A BRIDGE http://www.flickr.com/photos/gilderic/5774989553
CITIZEN EXPERIENCE IS A COMPASS http://www.flickr.com/photos/kahunna/421255212
YOU CAN HELP
PUT DESIGN TO WORK http://citizenexperience.com
HELP REIMAGINE GOVERNMENT http://www.flickr.com/photos/althouse/269601063
AND CREATE A CULTURE OF OPPORTUNITY http://www.flickr.com/photos/libertinus/3501511323
I NEED YOUR HELP FOR THIS LAST STORY
IT’S THE STORY OF STARTING SOMETHING HERE…ABOUT PLANTING SEEDS THAT WILL GROW INTO STARS
1 2 3
IT’S THE STORY OF DESIGN IN INDIA. AND I SEE STARS… I SEE STARS…
Photo courtesy Sreelakshmi Menon @slvmenon
YOU WILL GIVE LIGHT TO NOT ONLY TO INDIA, BUT THE WHOLE WORLD… I HOPE YOU CONSIDER SHINING SOME OF THAT LIGHT ON THE CITIZEN EXPERIENCE.
ध"यवाद THANK YOU.
Keep in touch! Jess McMullin The Centre for Citizen Experience @jessmcmullin jess AT ctzn DOT ca http://citizenexperience.com (.org coming soon)
Many thanks to the following great folks who helped make this talk better. » Councilor Don Iveson, his staff & the City of Edmonton » City of Vancouver, Transportation Planning » Government of British Columbia, Ministry of Citizens’ Services and Open
Government » John Fetterman, Braddock, PA, & Levi Strauss » Code for America, Textizen, and Civic Industries » Consumer Financial Protection Bureau » Government of Alberta » UK Government Digital Service » MindLab » Heather McMullin, Harry Max, Kes Sampanthar, Laura Wesley » Vibhanshu Sharma, Bapu Kaladhar » All the great Flickr users who share Creative Commons photos
ACKNOWLEDGEMENTS