2019 DIGITAL GOVERNMENT CONFERENCE HELSINKI OCTOBER … · SERVICE AS AN OBJECT OF DESIGN Creative...
40
A SERVICE DESIGN APPROACH IN PUBLIC SERVICES 2019 DIGITAL GOVERNMENT CONFERENCE HELSINKI OCTOBER 22 ND ITZIAR POBES, WE QUESTION OUR PROJECT
Transcript of 2019 DIGITAL GOVERNMENT CONFERENCE HELSINKI OCTOBER … · SERVICE AS AN OBJECT OF DESIGN Creative...
A S E R V I C E D E S I G N
A P P R O A C H I N P U B L I C S E R V I C E S
2 0 1 9 D I G I TA L G O V E R N M E N T C O N F E R E N C E H E L S I N K I O C T O B E R 2 2 N D
I T Z I A R P O B E S , W E Q U E S T I O N O U R P R O J E C T
W H AT I S A S E R V I C E D E S I G N A P P R O A C H ?
W H AT I S A S E R V I C E D E S I G N A P P R O A C H ?
I’ll get slightly
technical… but it’ll finish
soon!
W H AT I S A S E R V I C E D E S I G N A P P R O A C H ?
I’ll get slightly
technical… but it’ll finish
soon!
Spoiler: there’s not
just one
S E R V I C E A S A N O B J E C T O F D E S I G NCreative design & technology
Co-creating system
Socio-materialconfiguration
Service encounter
Social science (Ethnography)
Business & management
U S E R E X P E R I E N C E
VA L U E C R E AT I O N A N D C A P T U R E
S O C I A L & O R G . P R A C T I C E S
Service design lenses by Kimbell & Blomberg, 2017
S E R V I C E A S A N O B J E C T O F D E S I G NCreative design & technology
Co-creating system
Socio-materialconfiguration
Service encounter
Social science (Ethnography)
Business & management
U S E R E X P E R I E N C E
VA L U E C R E AT I O N A N D C A P T U R E
S O C I A L & O R G . P R A C T I C E S
Service design lenses by Kimbell & Blomberg, 2017
= what designers think
we’re designing
The experience lens zooms in close to people
The experience lens zooms in close to people
Focus on individual
interactions with an organization across multiple channels
(not only)
The experience lens zooms in close to people
Focus on individual
interactions with an organization across multiple channels
(not only)
Best known
The value co-creating lens zooms out to processes and arrangements that enable outcomes
The value co-creating lens zooms out to processes and arrangements that enable outcomes
Combine the operational focus —how a service is realized— with the strategic context in which value is co-
created
The value co-creating lens zooms out to processes and arrangements that enable outcomes
Combine the operational focus —how a service is realized— with the strategic context in which value is co-
created
Service ecosystems
(many to many)
The socio-material lens zooms in & out to social patterns and practices, and how they might change
The socio-material lens zooms in & out to social patterns and practices, and how they might change
Focus on aligning practices
among actors through codesign and on
foreseeing consequences of
design
The socio-material lens zooms in & out to social patterns and practices, and how they might change
Focus on aligning practices
among actors through codesign and on
foreseeing consequences of
design Intended & unintended
A N Y P U B L I C S E R V I C E C A N B E A P P R O A C H E D F R O M A L L T H R E E L E N S E S
A N Y P U B L I C S E R V I C E C A N B E A P P R O A C H E D F R O M A L L T H R E E L E N S E S
But often only the first
is used
A N Y P U B L I C S E R V I C E C A N B E A P P R O A C H E D F R O M A L L T H R E E L E N S E S
But often only the first
is used
Illusion of change
while keeping most legacies
intact
S E R V I C E D E S I G N O U T S I D E - I N
Transactional service experiences
S E R V I C E D E S I G N O U T S I D E - I N
Transactional service experiences
Organization elements &
transformation
S E R V I C E D E S I G N O U T S I D E - I N
Transactional service experiences
Organization elements &
transformation
Governance, policy
& impact
S E R V I C E D E S I G N O U T S I D E - I N
Transactional service experiences
Organization elements &
transformation
Governance, policy
& impact
Periphery
S E R V I C E D E S I G N O U T S I D E - I N
Transactional service experiences
Organization elements &
transformation
Governance, policy
& impact
Periphery
Connect with previous
designs
S E R V I C E D E S I G N O U T S I D E - I N
Transactional service experiences
Organization elements &
transformation
Governance, policy
& impact
Periphery
Connect with previous
designs
Open
S E R V I C E D E S I G N O U T S I D E - I N
Transactional service experiences
Organization elements &
transformation
Governance, policy
& impact
Periphery
Connect with previous
designs
Open
User-centric =
citizen as a client
S E R V I C E D E S I G N O U T S I D E - I N
Transactional service experiences
Organization elements &
transformation
Governance, policy
& impact
Periphery
Connect with previous
designs
Open
User-centric =
citizen as a client
Citizen as active
contributor to policy
S E R V I C E D E S I G N I N S I D E - O U T
Meaningful service experiences
Organization elements &
transformation
Governance, policy
& impact
S E R V I C E D E S I G N I N S I D E - O U T
Meaningful service experiences
Organization elements &
transformation
Governance, policy
& impact
S E R V I C E D E S I G N I N S I D E - O U T
Meaningful service experiences
Organization elements &
transformation
Governance, policy
& impact
Values & intent
S E R V I C E D E S I G N I N S I D E - O U T
Meaningful service experiences
Organization elements &
transformation
Governance, policy
& impact
Intelligent organization
Values & intent
S E R V I C E D E S I G N I N S I D E - O U T
Meaningful service experiences
Organization elements &
transformation
Governance, policy
& impact
Practice
Intelligent organization
Values & intent
“Instead of coming in to the organization to right the wrong, design connects to what is already happening in the organization
and merely offers a way to inquire into how its current design practices, products and services aid the organization in achieving
its purpose or vision and how this might be improved on”
S A B I N E J U N G I N G E R D E S I G N L E G A C I E S : W H Y S E R V I C E D E S I G N E R S A R E
N O T A B L E T O E M B E D D E S I G N I N T H E O R G A N I Z AT I O N
“Instead of coming in to the organization to right the wrong, design connects to what is already happening in the organization
and merely offers a way to inquire into how its current design practices, products and services aid the organization in achieving
its purpose or vision and how this might be improved on”
S A B I N E J U N G I N G E R D E S I G N L E G A C I E S : W H Y S E R V I C E D E S I G N E R S A R E
N O T A B L E T O E M B E D D E S I G N I N T H E O R G A N I Z AT I O N
Difficult for designers
C H A N G E S T Y L E S — W H Y I T F E E L S W E I R D
Change styles comparison by André Schaminée Icons by Kiranshastry, Smartline, Surang, Freepik
N E G O T I AT I O N
Align interests &achieve feasible win-win solutions
[positions]
E M P I R I C A L U N D E R S TA N D I N G
Plan, then build best makeable
solution[resuts]
L E A R N I N G
Introduce learning & co-create a solution[meaning]
M O T I VAT I O N
Stimulate with a rewarding
solution [inspiration]
O R G A N I C
Evolvetowards a
dynamic solution[complexity]
C H A N G E S T Y L E S — W H Y I T F E E L S W E I R D
Change styles comparison by André Schaminée Icons by Kiranshastry, Smartline, Surang, Freepik
N E G O T I AT I O N
Align interests &achieve feasible win-win solutions
[positions]
E M P I R I C A L U N D E R S TA N D I N G
Plan, then build best makeable
solution[resuts]
L E A R N I N G
Introduce learning & co-create a solution[meaning]
M O T I VAT I O N
Stimulate with a rewarding
solution [inspiration]
O R G A N I C
Evolvetowards a
dynamic solution[complexity]
C H A N G E S T Y L E S — W H Y I T F E E L S W E I R D
Change styles comparison by André Schaminée Icons by Kiranshastry, Smartline, Surang, Freepik
N E G O T I AT I O N
Align interests &achieve feasible win-win solutions
[positions]
E M P I R I C A L U N D E R S TA N D I N G
Plan, then build best makeable
solution[resuts]
L E A R N I N G
Introduce learning & co-create a solution[meaning]
Most frequent in government
M O T I VAT I O N
Stimulate with a rewarding
solution [inspiration]
O R G A N I C
Evolvetowards a
dynamic solution[complexity]
C H A N G E S T Y L E S — W H Y I T F E E L S W E I R D
Change styles comparison by André Schaminée Icons by Kiranshastry, Smartline, Surang, Freepik
N E G O T I AT I O N
Align interests &achieve feasible win-win solutions
[positions]
E M P I R I C A L U N D E R S TA N D I N G
Plan, then build best makeable
solution[resuts]
L E A R N I N G
Introduce learning & co-create a solution[meaning]
Most frequent in government
M O T I VAT I O N
Stimulate with a rewarding
solution [inspiration]
O R G A N I C
Evolvetowards a
dynamic solution[complexity]
Procés que comencem
Service design: learning with
organic aspects
W H Y S E R V I C E D E S I G N
• Explore & refine
• Question own practices —explicit vs. implicit design
• Human-centric —individual & beyond
• Meaningful, useful & accessible public services —efficient and effective from policy, administration and citizen perspective
W H Y S E R V I C E D E S I G N
• Explore & refine
• Question own practices —explicit vs. implicit design
• Human-centric —individual & beyond
• Meaningful, useful & accessible public services —efficient and effective from policy, administration and citizen perspective
Ready?
K E E P I N T O U C HItziar Pobes, WE QUESTION OUR PROJECT @wequestion
es.linkedin.com/in/itziarpobeswww.wequestion.cat
