FOR THE DESIGN OF PUBLIC SERVICES

Presentation by: Kristel Van Ael, Namahn and Alain Denis, Yellow WindowWith cases from: Hatch & Bloom, Belgian designers, Engine and MAXIMALdesign

• WHAT IS SERVICE DESIGN?

• ABOUT THIS TOOLKIT

• SERVICE DESIGN CASES

WHAT IS SERVICE DESIGN?

Service design is a method for improving the quality of your service

Directed at both users and staff

Approached from a human-driven way of design thinking

– Starting from the needs and requirements of users and other stakeholders

– Looking for solutions together

WHAT IS SERVICE DESIGN?

Holistic view of service– The whole customer experience– Interdisciplinary collaboration:

anthropology, strategy and design– Consistency, both digital and physical

WHAT IS SPECIAL ABOUT IT?_1/2

Involvement of citizens and staff– Quality x Broad acceptance =

Effectiveness

Visual approach & rapid tests– Critical thinking, creative solutions– Clear and fast communication

NO THINK TANK but DO TANK

WHAT IS SPECIAL ABOUT IT?_2/2

Better integration of different services and underlying processes

A dynamic and engaging approach

Often surprisingly simple solutions

Quick results

WHAT ARE THE BENEFITS?

You can contact Design Flanders:– for information on how service designers

can help you– to find a professional service design

consultant to assist you with the process– for advice on contracts, patents, model

protections, …

www.designvlaanderen.be/en/advice

ROLE OF DESIGN FLANDERS

ABOUT THIS TOOLKIT

Developed by Namahn and Yellow Window: partnership for service design in collaboration with Design Flanders

Distributed for the first time on this occasion of the SEE Final conference ‘Policy, Innovation & Design’

DEVELOPED BY?

An introduction to service design, adapted for local governments and organizations

A practical do-it-yourself kit, aiming at reducing the cost of the process

A creative and human-centered method to improve public services

WHAT IS THIS?

In this toolkit you will find– A manual with an introduction

and step-by-step plan– 7 posters with service design

techniques– Persona and touchpoint cards

On the website– 5 workshop posters– Templates – Service Design cases

CONTENT

Service design introduction

MANUAL

MANUAL

Step-by-step plan with four main steps:– Listen– Design– Test– Brief

For each step: service design techniques on posters– Front: explanation

of how to use the technique

– Back: Additional templates and tools

SERVICE DESIGN TECHNIQUES

32 cards with photos and a name of fictitious staff members and users

A starting point to define personas: archetypical users of the service

PERSONA CARD SET

48 cards with typical interactions between the user and a public service

A help to map out the customer experience

CARDS WITH TOUCHPOINTS

On the website servicedesigntoolkit.org: 5 posters to use in workshops

WORKSHOP POSTERS

On the website servicedesigntoolkit.org: 9 templates linked with the techniques

TEMPLATES

On the website servicedesigntoolkit.org/cases

Examples cover youth affairs, sustainable housing, care for the elderly and social integration.

CASES

SERVICE DESIGN CASES

THE GOOD KITCHENhow to improve the food service

for elderly people?

DESIGN AGENCY: HATCH & BLOOM – DENMARKCLIENT: MUNICIPALITY OF HOLSTEBRO

User insights

Idea workshop

Prototype testing

The redesigned service

COFFEE TIMEhow to improve the ‘feeling at home’ of

residents in an elderly home?

CROSS AGENCY DESIGN TEAM – BELGIUMCLIENT: DE LIBERTEYT

User insights

Idea workshop

Co-design workshop

The redesigned service

ENGAGING FATHERShow to support fathers’ involvement

in their children’s lives?

DESIGN AGENCY: ENGINE – UKCLIENT: SEASHELLS, CITY OF SHEERNESS

User insights

Idea workshop

The redesigned service

IMPROVING SERVICE THROUGH BRAND EXPERIENCE

designing the city of Antwerps' district offices based on customer wishes and needs

DESIGN AGENCY: MAXIMALdesignCLIENT: CITY OF ANTWERP

User insights

ONTHAAL

WACHTRUIMTE

DIENSTVERLENING

New service concept

The redesigned service

This toolkit on service design is the outcome of a

partnership between two design firms, Namahn and

Yellow Window, and Design Flanders.

This presentation showed cases from Hatch &

Bloom (DK), Cross agency design team (BE),

Engine (UK), MAXIMALdesign (BE).

This toolkit was first published in Dutch by Politeia (www.politeia.be)

in cooperation with VVSG, the Association of Flemish Cities and Municipalities.

CREDITS