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*
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