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