Citizen Engagement in Policy Design4 years of citizen engagement in policy design

and what we have learnt from it

A Case Study on Kookmin Design Dan

Sung Woo KimKookmin University, South Korea

Public Service Design, DSI, Government Experience DesignPresident of DSI (Design for Social Innovation) Forum

Advisory Member of ‘Kookmin Design Dan,’ Ministry of the Interior

Advisory Member of Digital Government Service, Ministry of the Interior

Advisory Member of Service Design Team in KIDP (Korea Institute of Design Promotion)

Board Member of the Society of Service Design

Design for Unity (Design for Korea Unification)Healthcare Service Experience Design for North Korean Defectors

Member of ‘Forum for Korean Reunification’ in KFDA (Korea Federation of Design Association)

Advisory Member in Education Sector, Ministry of Unification

User Experience, Interaction Design, Human-computer InteractionBoard Member of the Society of Korean HCI

UX Researcher Manager at KT (Korea Telecom), South Korea

Interaction Design Manager & Consultant, Philips Design Singapore

UX Researcher at Samsung Electronics, South Korea

UI Software Engineer, Idapta & MediaOcean, USA

Assistant Professor, Kookmin University, South KoreaDesign for Unity, Dept. of Experience Design, Graduate School of TechnoDesigncaerang@gmail.com / caerang@kookmin.ac.kr / +82-10-9888-6052

Citizen Engagement in Policy Design4 years of citizen engagement in policy design

and what we have learnt from it

A Case Study on Kookmin Design Dan

1. What is KDD?2. Why KDD?

3. Achievements & Homework

What is KDD?

KDD (Kookmin Design Dan)

Gov. project on citizen participation in policy design

A national initiative to develop innovative policy-making model by

actively inviting citizens and service designers through service design

thinking, process & methodology

4 years in action since 2014

MinistryoftheInterior andSafety

KDD: How It is Operated

Central & Local Govs. Apply for KDD Projects

Jan-Mar Apr-May

Advisory CommitteeIn 2017, 50 out 240 selected

Jun -

Team Formation3 key actors

citizensgovernment officers

servicedesigner

How It is Operated (cont’d)

Nov/DecJun – Sep/Oct

Discover – Define – Develop - Deliver Final Presentation & Review round-up

Some of the Selected 2017 KDD Projects

Making a Happy City with Humans

and Companion Animals (Seoul)

Urban Regeneration : Utilizing

Empty Space in Urban Area (Busan)

Prevention of Traffic Accidents

for the Elderly (Buyeo)

Sharing Parking Space : Creating a platform to

share unused parking lots for tourists (Chuncheon)

Let’s Build a City that Takes

Care of Our Moms! (Yongin)

Design Involvement in Conventional Policy-making Process

SettingupofAgenda

MakingDecisiononPolicy

PolicyExecution

Evaluation

DesignOutcomeImplementationsubcontractedinalimitedperiod

PublicOfficer

Designer

Citizens

conventional design work(no service experience design)

Change in Design involvement in KDDSettingupofAgenda

PolicyExecution

Evaluation

DesignOutcomeImplementation

ServiceDesignThinking

MakingDecisiononPolicy

Co-creative WorkshopParticipatory Design

User ResearchService BlueprintStakeholder Map

Contextual InquiryCustomer Journey Map

…

service experience design

PublicOfficer

Designer

Citizens

ConventionalPolicy-makingProcess KDDPolicy-makingProcess

PublicOfficer

Designer

Citizens

Why KDD?

Toeffectivelyreflectthe“true”needsofthepeopleintheplanningandexecutionofgovernmentpolicy

conventional,provider-centered&armchair-theorypolicymaking

An Objective

user-centered, realistic, all-things-consideredpolicy

An innovative approach to policy-making by actively involving citizens

The Big Question is

“how do we involve them?”

When I Ask Government Officers to Listen to People’s Voice,

“What Do You Think We Have Been Doing?”

“We are already doing it in various ways!”

Proposal(written)

Discussion

Survey

PublicHearing

Voting

Committee

“Gathered…but Not Gathered”HiddenneedsnotexpressedinverbalorwrittenformatThemythofnumbers statisticsmaygiveyou‘sight’butnot‘insight’Holisticviewpointtosensecomplicatedinterestsamongstakeholders

Proposal(written)

Discussion

Survey

PublicHearing

Voting

Committee

Rather traditional and bureaucratic models of opinion gathering

Express Your Thoughts in Clear, Explicit, and Concise Way!

corporation,government,university…maybepossible

Woof!Woof!

Iamonly2yearsold

지금얘가뭐라는거야…

Malaneh ot pah owehmomo

Idon’twanna talktothat youngrudelittlebast**d

samedemandtogeneralpublic???Express Your Thoughts in Clear, Explicit, and Concise Way!

An innovative approach to policy making by actively involving citizens

The Real Big Question is

“how do we involve them in an effective way?”

When I Ask Public Officers to Listen to People’s Voice Their Answers are Usually,

“What Do You Think We Have Been Doing?”

Proposal(written)

Discussion

Survey

PublicHearing

Voting

Committee

In fact, my question was wrong (and wrong question tends to lead wrong answer…)

“We are already doing it in various ways!”

People’s Voice + People’s Context

Expressed Needs

Unsatisfied,Unidentified Needs

(unexpressed)

Verbal, Written (People’s Voice)

Observation, Empathy,Participatory, Contextual(People’s Context)

Handling Context

User Research, Co-Creative Workshop, Customer Journey Map…

With the Help of Service Designers(Training, Support, Consultation, Actual Execution…)

citizensgovernment officers

servicedesigner

Achievements

4 Years of KDD

2014: began with 19 pilot projects

2015: 248 projects with a total number of 2500 participants

2016: 382 projects with a total number of 3800 participants

2017: 260 project with a total number of 2600 participants (speculated)

Quantitative Growth is Noteworthy

0

50

100

150

200

250

300

350

400

450

2014 2015 2016 2017

# of projects since 2014

<<2014-2016>>

morethan600projects

morethan6000Participants

majorcitiesà nation-wide

iF Gold Award Winner in 2016 The first golden winner from service design discipline

Gradual Change in Gov’s Mindset

A gradual change is sensed among government officials

(value of capturing citizen context + service design as its tool)

Gradual Change in Gov’s Mindset (cont’d)

Revised Enforcement Ordinance on Public Service Design(as of April 18, 2017)

Government agency can use public service design techniques to develop and

improve public policies and services by observing and analyzing the needs of the public by direct

participation of the general public and experts.

A Huge Progress Just to Have the Terminology ‘Service Design’

Officially Included in Government Laws and Regulations

Lessons LearnedProblems, Issues & Homework

Just Means… No Philosophy

mimicking process and methods… lack of design philosophy

“InfactIhavenoknowledgeorideaonservicedesign,IamjustdogintastheKDDguidelinesayinusingSDprocessesandmethods… andtobetrue,notevensureifIamdoingintherightway”(governmentofficer)

Participation…as in…just being there…

The misconception on participationDesigners and citizens are not truly taking part in policy design

“I am asked to attend the meeting. At the meeting I keep silent because of the atmosphere. I do not think they have any intention of applying design thinking in that closed meeting room. Then they ask me to sign the form as an evidence to show service designer participated in the policy-making process.” (service designer)

Past Success Blocks Future Success

Growth in (only) quantitative sense

Quality-wise, still questionable

Quantity growth may block quality growth

Gradual stagnation in quantitative growth?0

100

200

300

400

500

2014 2015 2016 2017

# of projects since 2014

Lack of Service Design Resource

Lack of service designer resources

in remote rural regions

Non experts are recruited to role as

service designers à may lead to

wrong ideas on service design

5-6hrsone-way

3-4hrsone-way

Still Not From the Very Beginning

servicedesignerisnotinvitedtothisphaseyet

fundamentalsystemissuesbeyondKDD(e.g.agendaisdiscussedalmostayearbefore)

PublicOfficer

Designer

Citizens

Potential Disturbance of the Service Design Market

Public Service Design = An Act of Talent Gift? A Pro bono?

Low-budget on each KDD project may leave wrong idea on standard

project fee for public service design

we are not angels you know,

but we will become one if you don’t pay us enough

(after we starve to death)

Indeed, So Much Homework…

Lack of design philosophy and mimicking design activities

Misconception in involving service designer and citizens in policy making

Shortage of service design resource in provincial regions & recruiting non-experts as service designers that often results in wrong practice

Superficial quantitative growth not backed up by qualitative improvement

Potential disturbance of the service design market

Service designers are not called upon from the very beginning, which limits true capturing of people’s needs

…

Yet the Biggest Homework: Keep Going!

Lack of design philosophy and mimicking design activities

Misconception in involving service designer and citizens in policy making

Shortage of service design resource in provincial regions & recruiting non-

experts as service designers that often results in wrong practice

Superficial quantitative growth not backed up by qualitative improvement

Potential disturbance of the service design market

Sensational: a nice punch to the conventional armchair-theory policymaking

Innovation: citizens and designers actually take part in making policy

Testbed: the best setting to experiment with policy design (+ gov’s official support)

Already Four Years? Only Four Years!

Thank You。