vSeven-­‐star  service  design:  Lessons  learned  from  teaching  service  design  in  the  UAE  

Muna  Al  Dhabbah  |  Prime  Minister’s  Office,  UAESimone  Carrier  |  FutureGov

SERVICE DESIGN

PRODUCT DESIGN

ORGANISATION DESIGN

We are FutureGov Designing public servicesfor the digital age.

ALBANIA

UAE

MOLDOVA

AUSTRALIA

USA

ARMENIA

INDONESIA

UK

UAE

UAE Vision for 2021

Provide seven star government services

Increasing people’s happiness by engaging customers in co-creating services

1. The program’s objective

What it meant in practise

What the program looked like:

Hands-on to create tangible outcomes.

New born

Scholarship

Search for a job

Marriage

Pension

Emergency

Individuals

Work in UAE

Companies

Starting a Business

Coming to work in the UAEStarting a business

Service Factory:

Services designed around citizens’ lives

New born

Scholarship

Search for a job

Marriage

Pension

Emergency

Individuals

Work in UAE

Companies

Starting a Business

New born

Studying abroad

Finding a jobMarriage

Emergencies

Retiring

For individuals

For companies

2. Case study: getting married

9

documents need to be

The health check experience is not wedding like.“I had to fill out so many papers for various departments - it didn’t feel part of the marriage.”

Insight 1:

10

“I had to wait with the other people. I felt exposed and wished there was more privacy.”

Insight 2:

People miss their privacy.

11

“I was anxious - what if the results are not as expected? Does that mean I can’t get married?”

Insight 3:

People worry about the test results.

12

The initial idea

An online booking system & digitising the service

The idea:

“Even if this service is more expensive, I liked that the doctor came to our house. I felt I could ask all the questions I needed to ask.”

Adjusting the approach to align with the local culture

3. Why it worked

Our world of service design

The world of traditional organisations

restructuring power

agile

beginners mindset

failing = learning

MVP

collaboration

team diversity

hierarchy

planning

expert mindset

failing = stopping

pilot

silos

working alone

Minimum viable services in a country that built the tallest building on earth?

…. what motivates people?

…. what makes people try out new things?

…. how does stuff get done?

In this organisation…

w

Motivation through competition and recognition.

w

Adopting new ways through trusting the expert.

DELIVERING IMPACT

w

Delivering impact through support from the right people.

w

The secret of skills transfer

Learn fromothers so youcan teach them.

othersyou

learn

teach

We’d  love  to  hear  from  you.  

@Muna.Aldhabbah  @egsep  

@SimoneCarrier  @FutureGov  

Simone  Carrier  Head  of  Service  Design  

FutureGov

Muna  Al  Dhabbah  Director  of  Government Service  Development  

Prime  Minister’s  Office,  UAE

Appendix

Strategic)Direc+ons)

Strategic)Priori+es)

A) B)

1) 2) 3) 4) 5) 6) 7)

UAE)Vision)2021)

Vision)for)Emirates)Government)Service)Excellence)Program)

To)become)one)of)the)best)countries)in)the)world)by)2021)

Provide)quality)seven)star)government)services)

Customer)Centric)Government)

Coherent)and)Efficient)Government)

Unified)Interface)for)Services

Smart)Government

Innova+on)in)services

Efficiency)of)Services

Customer)Happiness)Culture

Ra+ng)Service)Channels

Smart)Base)for)Customer)Services

Government Service Sector

The vision

Emirates Government Service Excellence Program Initiatives

Best%MGov%Award

Service%%Quality%Manual

Government%Services%Diploma

Khadama<%(Service%catalog)

Customer%charter

Global%%Star%Ra<ng%System

Customer%Sa<sfac<on%

study

Mystery%Shopper Government%

Service%Pioneers

Government%Service%Improvement%Manual

Integrated service award

Government Service Sector

Customer Happiness exhibition

Individuals*

Companies*