FOR THE DESIGN OF PUBLIC SERVICES

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FOR THE DESIGN OF PUBLIC SERVICES
Presentation by Kristel Van Ael, Namahn and
Alain Denis, Yellow Window With cases from Hatch
Bloom, Belgian designers, Engine and
MAXIMALdesign
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• WHAT IS SERVICE DESIGN?
• ABOUT THIS TOOLKIT
• SERVICE DESIGN CASES

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WHAT IS SERVICE DESIGN?
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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

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WHAT IS SPECIAL ABOUT IT?_1/2

• Holistic view of service
• The whole customer experience
• Interdisciplinary collaboration anthropology,
  strategy and design
• Consistency, both digital and physical

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WHAT IS SPECIAL ABOUT IT?_2/2

• 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

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WHAT ARE THE BENEFITS?

• Better integration of different services and
  underlying processes
• A dynamic and engaging approach
• Often surprisingly simple solutions
• Quick results

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ROLE OF DESIGN FLANDERS

• 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

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ABOUT THIS TOOLKIT
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DEVELOPED BY?

• 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

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WHAT IS THIS?

• 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

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CONTENT

• 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

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MANUAL

• Service design introduction

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MANUAL

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

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SERVICE DESIGN TECHNIQUES

• For each step service design techniques on
  posters
• Front explanation of how to use the technique
• Back Additional templates and tools

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PERSONA CARD SET

• 32 cards with photos and a name of fictitious
  staff members and users
• A starting point to define personas archetypical
  users of the service

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CARDS WITH TOUCHPOINTS

• 48 cards with typical interactions between the
  user and a public service
• A help to map out the customer experience

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WORKSHOP POSTERS

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

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TEMPLATES

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

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CASES

• On the website servicedesigntoolkit.org/cases
• Examples cover youth affairs, sustainable
  housing, care for the elderly and social
  integration.

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SERVICE DESIGN CASES
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THE GOOD KITCHENhow to improve the food service
for elderly people?DESIGN AGENCY HATCH
BLOOM DENMARKCLIENT MUNICIPALITY OF HOLSTEBRO
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User insights
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Idea workshop
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Prototype testing
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The redesigned service
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COFFEE TIMEhow to improve the feeling at home
of residents in an elderly home?CROSS AGENCY
DESIGN TEAM BELGIUMCLIENT DE LIBERTEYT
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User insights
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Idea workshop
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Co-design workshop
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The redesigned service
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ENGAGING FATHERShow to support fathers
involvement in their childrens lives?DESIGN
AGENCY ENGINE UKCLIENT SEASHELLS, CITY OF
SHEERNESS
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User insights
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Idea workshop
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The redesigned service
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IMPROVING SERVICE THROUGH BRAND EXPERIENCE
designing the city of Antwerps' district offices
based on customer wishes and needs DESIGN
AGENCY MAXIMALdesignCLIENT CITY OF ANTWERP
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User insights
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DIENSTVERLENING
ONTHAAL
WACHTRUIMTE
New service concept
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The redesigned service
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CREDITS

• 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.