This document discusses moving from a user experience (UX) design approach focused on customers to a citizen experience (CX) approach focused on government services. It argues that applying UX tools to understand and improve the citizen experience with government can transform service delivery and policymaking. It provides examples of governments that have successfully adopted CX design, focusing on British Columbia's central design team. It outlines three lessons learned: 1) build from the core by starting small with a dedicated team, 2) invest skills across the organization through training and resources, and 3) design beyond digital to impact policy. The goal is to translate citizen needs into improved government capabilities.

1. FROM USER EXPERIENCE
TO CITIZEN EXPERIENCE
Jess McMullin | Situ Strategy| @jessmcmullin | jess (at) situ (dot) org
Urban+Digital Toronto | June 25, 2015 | Toronto

2. UX SINCE 1996

3. DESIGN
HUMAN-CENTRED

4. 2015

5. HUMAN-CENTRED
MANAGEMENT

7. 2003

8. 2009

10. A QUESTION

11. WHAT HAPPENS IF WETHINK ABOUTCITIZEN
EXPERIENCE WITH THE SAME DESIGN TOOLS
WE USE FOR CUSTOMER EXPERIENCE?
WHERE WOULD THATTAKE US?

12. HOW?

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

14. APPLE

15. PEOPLE ZOOM

17. EXPERIENCE
CUSTOMER

18. EXPERIENCE
CITIZEN

19. THE CITIZEN
EXPERIENCE IS A LOT
OF DIFFERENTTHINGS

20. THE CITIZEN EXPERIENCE BELLCURVE

21. POLITICS & VOTINGhttp://www.flickr.com/photos/financialaidpodcast/3002765922

22. COMMUNITY& CIVIC INVOLVEMENThttp://www.flickr.com/photos/jypsygen/2367693922

23. PROGRAMS & SERVICES & ENVIRONMENTS

24. DEMAND FROM SYSTEM SHORTCOMINGShttp://www.flickr.com/photos/cloneofsnake/2825436246

25. CIVIC ACTIONhttp://www.flickr.com/photos/brecav/6182719980

26. PONDER ON YOUR OWN
CITIZEN EXPERIENCE
FOR A MOMENT…

27. WHERE IS YOUR ‘I GOVT’ T-SHIRT?http://www.flickr.com/photos/omaromar/4961643547

28. SO HOW DO WE CHANGE
THE CITIZEN EXPERIENCE?

29. EXPERIENCE
DESIGN
CUSTOMERCITIZEN

30. SEE
#CIVICDESIGN
#PSILABS
#DESIGN4POLICY
#SERVICEDESIGN
#DESIGNTHINKING

31. WHATIS DESIGN?

33. STYLE

34. FUNCTION

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

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

37. FRAMING – REDEFINING THE PROBLEM

38. FRAMING-REDEFINING THE PROBLEM

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

40. REFRAMING OFTEN MEANS POLICYCHANGE

41. CALIFORNIA STATE READYRETURN

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

43. CITIZEN EXPERIENCE DESIGN
IMPROVES BOTH SERVICE DELIVERY& POLICYMAKING
ATIT’S BEST, CITIZEN EXPERIENCE DESIGN ACTUALLY
INTEGRATES AND BRIDGES POLICY& DELIVERY,
CLOSING THE GAP BETWEEN INTENT& IMPLEMENTATION.

44. SOME EXAMPLES

45. I’M INCREDIBLYLUCKYTO WORK CLOSELY
WITH THE CENTRALSERVICE DESIGN TEAM
INSIDE THE GOVERNMENTOF BRITISH
COLUMBIA.

46. THE BC PUBLIC SERVICE IS DOING AMAZING,
INNOVATIVETHINGS WITH DESIGN IN
GOVERNMENT.

47. BC SERVICES CARD

49. FIELD RESEARCH

53. FINDING PATTERNS

54. CODESIGN WORKSHOPS

55. EXPLORE NEW SERVICE CONCEPTS

56. PROTOTYPE NEW SERVICE CONCEPTS

58. DOCUMENTING SERVICE CONCEPTS

59. DIGITALSERVICES CONSULTATION

60. “ 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

61. NOW HUNDREDS OF
THOUSANDS OF CITIZENS
HAVETHE NEW CARD

62. AND NEW KINDS OF
SERVICE INNOVATION ARE
POSSIBLE.

63. ZAPOPAN

64. MEETRODRIGO HERRERA

65. THERE WEREJUSTFOUR OFFICES FOR 2M

69. THREE
LESSONS

70. 1. BUILD FROM THE CORE
2. INVESTIN SKILLS
3. DESIGN BEYOND DIGITAL

71. BUILD FROM THE CORE
STARTSMALL

72. SMALLTEAM

75. WITH PARTNERS (INSIDE AND OUTSIDETHE ORG)

76. EXECUTIVE MANDATE

77. CITIZENS @ THE CENTRE

79. BUILD ON SMALLSUCCESSES

80. STEPPING STONESPhoto: CC: BY Pauli Carmody
https://www.flickr.com/photos/-macjasp/14100376082

81. » Small Team+Partners
» Executive Mandate
» Start Small and Build on
Successes
BUILD FROM THE CORE
1

82. INVESTIN SKILLS
FOR THE REST OF THE ORGANIZATION

83. RESOURCES

84. A UX LIBRARYFOR ALLDEPARTMENTS

85. BC UX TOOLBOX

86. BC SERVICE DESIGN PLAYBOOK, END OF 2014

87. PROVIDE DIRECTION

88. BC DIGITALSERVICES STRATEGY
@admaclennan

89. TRAINING

91. PROJECTS

93. » Resources
» Provide Direction
» Training
» Projects
2INVESTIN SKILLS

94. DESIGN BEYOND DIGITAL
3FROM PIXELS TO POLICY

95. There’s more to government innovation than digital.

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

97. THE SERVICE ARCHITECTURE FRAMEWORK

98. ALEX MACLENNAN (LAST2 YEARS)

99. 5 LAYERS

100. Service Architecture Framework (Early Draft)

101. The Service
Architecture
Framework

105. USE DIGITALAS AN ON-RAMP

106. SOME EXAMPLES
» Domestic Violence Policy
» Landlord / Tenant Disputes
» Business Case for Common Payment

107. DIGITALIS A
TROJAN
HORSE

108. » Service Architecture
» From Experience to
Interface to Operations
& Infrastructure to
Policy & Legislation
» Use Digital as On-Ramp
3DESIGN BEYOND DIGITAL

109. 1. BUILD FROM THE CORE
2. INVESTIN SKILLS
3. DESIGN BEYOND DIGITAL

110. TRANSFORM
THE CITIZEN EXPERIENCE

111. THANK YOU!

112. Jess McMullin
Situ Strategy
jess (at) situ (dot) org
citizenexperience.org | situ.org
twitter.com/jessmcmullin

113. Many thanks to the following great folks who
helped make this talk better
» Alex MacLennan, Blair Neufeld, Dominique Bohn, Ashley Johnston,
Rommel Agbay, Savannah Murphy, David Hume and all the BC team.
» Lou Rosenfeld and my fellow Rosenfeld Media Experts.
» Laura Wesley, Blaise Hébert, Sage Cram,Tanya Snook, Cornelius Rachieru
and the rest of the Ottawa crew. Long live #gcdesign
» All the great Flickr users who shared Creative Commons photos!
» Cyd Harrell, Dana Chisnell,Whitney Quesenberry, Dan Willis and all the
other citizen experience pioneers. Keep up the fight!
ACKNOWLEDGEMENTS