1) The document discusses using design thinking and citizen experience design to transform government. It argues that applying the tools used in customer experience design to citizen experience can improve public services and policymaking. 2) It outlines six ways of working that unlock the power of design: possibility, observation, systems thinking, visualization, iteration, and co-design. 3) The speaker advocates for three areas of focus: designing for service to improve public services; designing for policy to shift organizational decision-making; and designing for change to see systems and change systems through a service architecture framework.

1. DESIGNING GOVERNMENT:
TRANSFORMING THE CITIZEN EXPERIENCE
Jess McMullin | The Centre for Citizen Experience
@jessmcmullin | jess AT ctzn.ca

2. BUENOS DIAS! MUCHAS GRACIAS
@jessmcmullin
#citx

3. WHYI’M HERE
TODAY

4. -20°C

6. STORIES

7. A STORYABOUT
LOSING
SOMETHING…

8. AND A STORY
ABOUTFINDING
SOMETHING………

9. SINCE 1996

10. 2003

11. STARTMYOWN FIRM
FORTUNE 500
SILICON VALLEY
PITCH AGAINSTBIG FIRMS
WIN
BURN OUT
REBOOT.

12. 2009

13. A QUESTION

14. WHATHAPPENS IF WETHINK ABOUT CITIZEN
EXPERIENCE WITH THE SAME DESIGN TOOLS
WE USE FOR CUSTOMER EXPERIENCE?
WHERE WOULD THATTAKE US?

15. THE STATE OF GOVERNMENTTODAYhttp://www.flickr.com/photos/vgm8383/2034624215

16. IT’S A CHALLENGE FOR ALLOF US

17. UNFORTUNATELY, IT’S GOING TO
GETEVEN HARDER.

18. GLOBALIZATION
CLIMATE CHANGE
DEMOGRAPHICS
ECONOMIC INSTABILITY
…ETC.

19. WE HAVE NO ALTERNATIVE BUTTO REINVENThttp://www.flickr.com/photos/whalt/175352360

20. ONE PIECE OF THE PUZZLE

21. CUSTOMER EXPERIENCETRANSFORMATIONhttp://www.flickr.com/photos/mr_t_in_dc/2415124094

22. APPLE

23. EXPERIENCE
CUSTOMER

24. EXPERIENCE
CITIZEN

25. THINK ABOUTYOUR OWN
CITIZEN EXPERIENCE…

26. WHERE IS YOUR “I LOVE GOVERNMENT” T-SHIRT?

27. BUTWE CAN IMPROVETHE
CITIZEN EXPERIENCE.

28. EXPERIENCE
CITIZEN
DESIGN

29. WHATIS DESIGN?

30. Design Maturity, Jess McMullin, 2005

31. STYLE

32. STYLE

33. FUNCTION

34. PROBLEM SOLVINGhttp://www.flickr.com/photos/akc77/4114250064

35. PROBLEM SOLVINGhttp://www.flickr.com/photos/14636434@N02

36. FRAMING – REDEFINING THE PROBLEM

37. FRAMING-REDEFINING THE PROBLEM

38. FRAMINGhttp://www.programs.alberta.ca/Contacts/Map.aspx?id=3277

39. TODAYI’M GOING TO SHOW
YOU SIX SIMPLE WAYS OF
WORKING THATUNLOCKTHE
POWER OF DESIGN.

40. YOU PROBABLYALREADY
DO THESETHINGS
BUTGOVERNMENTDOESN’T

41. MORETHAN NEW WAYS OF
WORKING, THESE ARE
NEW WAYS OF THINKING…

42. DESIGN THINKING (CULTIVATING
A DESIGN MINDSETAND DESIGN
LOGIC) COMES FROM ONGOING
DESIGN PRACTICE.

43. NEW WAYS OF THINKING
CAN CREATE A NEW
CULTURE

44. 6 WAYS TO CHANGE A
CULTURE…

45. THE POWER OF POSSIBILITYhttp://www.flickr.com/photos/jurvetson/2542450115

46. THE POWER OF REAL WORLD OBSERVATIONhttp://www.flickr.com/photos/artcriminal/3669455518

47. THE POWER OF SEEING SYSTEMShttp://www.flickr.com/photos/ethanhein/2272885283

48. THE POWER OF VISUALIZING & MAKINGhttp://citizenexperience.com

49. THE POWER OF ITERATIONhttp://www.flickr.com/photos/robinkearney

50. THE POWER OF CODESIGNhttp://www.flickr.com/photos/edublogger/5663869738

51. ONE BONUS SUPERPOWER:
MAKE MEANING FOR PEOPLEhttp://www.flickr.com/photos/eileendelhi/144335765

52. SO HOW DO DESIGNERS
MAKE A DIFFERENCE IN
GOVERNMENT?

53. GETINVOLVED:
HACKATHONS & COMMUNITYACTIVITY
WORK FOR A CENTRALDESIGN TEAM
WORK FOR A GOVT. DEPARTMENT
CONSULTFOR GOVERNMENT

54. THE HEARTOF PUBLIC INNOVATION:
TRANSLATE CITIZEN NEEDS
INTO GOVERNMENT
CAPABILITIES.

55. THREE
THINGS

56. 1. DESIGN FOR SERVICE
2. DESIGN FOR POLICY
3. DESIGN FOR CHANGE

57. DESIGN FOR SERVICE
FROM INSIGHTTO CAPABILITY

58. PUBLIC SERVICES ARETHE MAIN
CONTACTBETWEEN
GOVERNMENTAND CITIZENS

59. PUBLIC SERVICES USETHE
CAPABILITIES OF GOVERNMENTTO
CREATE VALUE FOR CITIZENS.

60. UNDERSTAND PEOPLE
Design for Services

61. PEOPLE ZOOM

63. BLIGHTSTATUS & CITYOF NEW ORLEANSPhotos Courtesy of Civic Industries.

65. HURRICANE KATRINA DESTROYED MANYHOMES

67. CITIZENS ARE IDENTIFYING BLIGHT

68. AND THE CITYIS WORKING TO CLEAN UP

69. CITYHALLKNEW WHATITWANTED

71. THETEAM WENTTO NOLA NEIGHBORHOODS

72. COMMUNITIES MAPPED BLIGHTTHEMSELVES

73. THE REALPROBLEM WAS FEEDBACK
?

75. USER RESEARCH UNLOCKED INSIGHTS

82. MORE AT
CIVICINSIGHT.COM

83. COORDINATE CHANNELS, TOUCHPOINTS
Design for Services

84. WEB, MOBILE, FACETO FACE

85. MANAGE HANDOFFS & TRANSITIONS
Design for Services

87. BC SERVICES CARD

89. FIELD RESEARCH

93. FINDING PATTERNS

94. CODESIGN WORKSHOPS

95. EXPLORE NEW SERVICE CONCEPTS

96. PROTOTYPE NEW SERVICE CONCEPTS

98. DOCUMENTING SERVICE CONCEPTS

99. DIGITALSERVICES CONSULTATION

100. “ That means government must
carefully consider how to design
services that truly add value for
people...Simply having a digital service
does not equal efficiency."
"
Understanding and delivering value to
the public is where we must begin.”
DIGITALSERVICES CONSULTATION

101. NOW HUNDREDS OF
THOUSANDS OF CITIZENS
HAVETHE NEW CARD

102. AND NEW KINDS OF
SERVICE INNOVATION ARE
POSSIBLE.

103. » Understand People
» Coordinate Channels
» Manage Handoffs
1DESIGN FOR SERVICE

104. DESIGN FOR POLICY
SHIFTING THE ORGANIZATION’S DECISION DNA

105. DECISION DNA
Design for Policy

106. POLICY?

107. POR QUÉ?

108. WHYDESIGNERS SHOULD
CARE ABOUTPOLICY

109. POLICYIS THE DECISION DNA OF ORGShttp://www.flickr.com/photos/wheatfields/2073336603

110. POLICYDEFINES HOW
GOVERNMENTS DECIDE

111. Map policy to user needs

112. POLICYCONFUSION

113. POLICYALIGNMENT

114. POLICYCONNECTION

115. ALIGNING POLICYTO SERVICE DELIVERY

116. ALIGNING SERVICES TO OUTCOMES
Service Delivery
Drives Outcomes

117. Reframing almost always
means changing policy.

118. REFRAMING TAXES

119. CALIFORNIA STATE READYRETURN

120. CHILÉ HAS PRE-FILLED
TAX FORMS TOO!

121. CITIZEN EXPERIENCE DESIGN
IMPROVES BOTH SERVICE DELIVERY& POLICYMAKING

122. COMMON GROUND
Design for Policy

123. MAKE THE RIGHTDECISIONS FASTERhttp://www.flickr.com/photos/zawtowers/3757810372

124. UNDERSTANDING DECISION MAKINGhttp://www.flickr.com/photos/piper/22584430

125. SIMULATIONS USING OUR OWN REALITYMAPhttp://www.flickr.com/photos/vitroids/2647573395

126. BUTEVERYONE HAS A DIFFERENTMAPhttp://www.flickr.com/photos/gadl/456185679

127. COMMON MAPS MAKE COMMON GROUNDhttp://www.flickr.com/photos/chrisjl/5623346982

128. CITIZEN EXPERIENCE DESIGN
CREATES COMMON MAPS
FOR GROUP DECISIONS

129. WHERE DO THOSE
COMMON MAPS COME
FROM?

130. BOUNDARYOBJECTS

131. PROTOTYPES

132. RESEARCH & OTHER DELIVERABLES
1
3

133. RESPECTSCALE
Design for Policy

134. POLICYOPERATES AT
DIFFERENTSCALES THAN
PRODUCTS & SERVICES.

135. POLICYTAKES LONGER THAN USUALDESIGN

136. THIS IS TRUE OF EVERYGOVERNMENT

137. GOVERNMENTHAS TO SERVE EVERYONE

138. BC PROTECTION ORDERS

139. DOMINIQUE
BOHN
Executive Director
Court Reform
BC Ministry of Justice

144. 3+ YEARS FOR
IMPLEMENTATION

145. » Decision DNA
» Common Ground
» Respect Scale
2DESIGN FOR POLICY

146. DESIGN FOR CHANGE
SEETHE SYSTEM TO CHANGETHE SYSTEM

147. THE SERVICE ARCHITECTURE FRAMEWORK

148. ALEX MACLENNAN (LAST2 YEARS)
@admaclennan

149. 5 LAYERS

150. Service Architecture Framework (Early Draft)

151. WHERE ARETHE RISKS AND
OPPORTUNITIES ACROSS YOUR
SERVICE ARCHITECTURE?

152. WHO DO YOU NEED TO WORK WITH
TO LOOK ATALLTHE PARTS OF YOUR
SERVICE ARCHITECTURE?

153. PARTOF COLOMBIA’S SERVICE ARCHITECTURE

154. SOME OF COLOMBIA’S DESIGN & INNOVATION TEAM
Angélica Santiago

155. BUILD CAPABILITY
(THERE’S TOO MUCH TO DO ON YOUR OWN)
Design for Change

156. THE HOGWARTS MOMENT

157. WHEN A PUBLIC SERVANT
REALIZES THEYALREADY
ARE A DESIGNER…

158. A UX LIBRARYFOR ALLDEPARTMENTS

159. BC UX TOOLBOX

160. BC SERVICE DESIGN PLAYBOOK, SOON

161. TRAINING, EVENTS, LOCALCOMMUNITY

162. MOSTOF ALL: PROJECTS & PRACTICE

163. CULTURE
Design for Change

164. CONFIDENCE IN THE FACE OF UNCERTAINTYhttp://www.flickr.com/photos/athoshun/5153870261

165. DON IVESON & THE CITYOF EDMONTONVideo courtesy Councilor Don Iveson and the City of Edmonton

166. MEETCOUNCILOR IVESON

173. BC PUBLIC SERVICE “DRAGON’S DEN”Photos courtesy Ministry of Citizens’ Services and Open Government

174. CBC DRAGON’S DENPhoto: Canadian Broadcasting Corporation

180. http://www.flickr.com/photos/xeeliz/5560086459

181. BC CITIZENS @ THE CENTRE

182. CITIZENS @ THE CENTRE

184. “ That means government must
carefully consider how to design
services that truly add value for
people...Simply having a digital service
does not equal efficiency."
"
Understanding and delivering value to
the public is where we must begin.”
DIGITALSERVICES CONSULTATION

185. OMNICHANNELIN GUADALAJARA

186. ZAPOPAN

187. MEET RODRIGO HERRERA

188. THERE WEREJUSTFOUR OFFICES FOR 2M

192. 90% OF POPULATION
WITHIN 3KM OF KIOSK

193. » Service Delivery Architecture
» Build Capability
» Work on Culture
3DESIGN FOR CHANGE

194. SO HOW DO DESIGNERS
MAKE A DIFFERENCE IN
GOVERNMENT?

195. 1. DESIGN FOR SERVICE
2. DESIGN FOR POLICY
3. DESIGN FOR CHANGE

196. TWO LASTSTORIES

197. THE STORYOF
CITIZEN
EXPERIENCE

198. CITIZEN EXPERIENCE IS A FOCUShttp://www.flickr.com/photos/wwworks/4073469817

199. CITIZEN EXPERIENCE IS A BRIDGEhttp://www.flickr.com/photos/gilderic/5774989553

200. CITIZEN EXPERIENCE IS A COMPASShttp://www.flickr.com/photos/kahunna/421255212

201. YOU CAN HELP

202. GETINVOLVED IN YOUR COMMUNITYhttp://www.flickr.com/photos/ennuiislife/4061620293

203. WITH YOUR GOVERNMENTShttp://www.flickr.com/photos/jypsygen/2367693922

204. IN EVERYDAYCONVERSATIONhttp://www.flickr.com/photos/chrisjl/3847317985

205. IN YOUR EFFORTS TO
DESIGN THINGS SO THAT
THEYWORK BETTER FOR
PEOPLE…

206. CONSIDER THE CITIZEN
EXPERIENCE SPECIFICALLY

207. THE CONVERSATION CHANGES WHEN
ITINCLUDES CITIZEN EXPERIENCE.

208. PUTDESIGN TO WORKhttp://citizenexperience.com

209. MAKE THE RIGHTDECISIONS FASTERhttp://www.flickr.com/photos/st-stev/790464904

210. FIND CONFIDENCETO FACE UNCERTAINTYhttp://www.flickr.com/photos/davedehetre/5857947661

211. HELP REINVENTGOVERNMENThttp://www.flickr.com/photos/althouse/269601063

212. REDISCOVER A CULTURE OF OPPORTUNITYhttp://www.flickr.com/photos/libertinus/3501511323

213. I NEED YOUR HELP FOR
THIS LASTSTORY…

214. PLEASE GET OUTYOUR MOBILE PHONE

216. 1… 2… 3…

217. Photo by Cynthia R. Almirón, courtesy Interaction South America isa.ixda.org

218. Photo: Nimish Gogri CC:BY http://www.flickr.com/photos/gogri/7927333264

219. THANK YOU! MUCHAS GRACIAS!

220. Jess McMullin
Centre for Citizen Experience
jess AT ctzn.ca
www.citizenexperience.org
twitter.com/jessmcmullin

221. No deje de completar su evaluación online
isa.ixda.org/encuesta
¡Muchas gracias!
Designing Government
@jessmcmullin

222. Many thanks to the following great folks who
helped make this talk better.
» Councilor Don Iveson, his staff & the City of Edmonton
» City of Vancouver,Transportation Planning
» Government of British Columbia, Ministry of Citizens’ Services and Open
Government, Citizen Engagement Branch & UXBC.
» Heather McMullin, Harry Max,Victor Lombardi, Ashley Casovan,
Kes Sampanthar, Francisco Garcia
» All the great Flickr users who shared Creative Commons photos!
ACKNOWLEDGEMENTS