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
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, … 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 conferencePolicy, 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
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 KITCHEN how to improve the food service for elderly people? DESIGN AGENCY: HATCH & BLOOM – DENMARK CLIENT: MUNICIPALITY OF HOLSTEBRO
User insights
Idea workshop
Prototype testing
The redesigned service
COFFEE TIME how to improve the feeling at home of residents in an elderly home? CROSS AGENCY DESIGN TEAM – BELGIUM CLIENT: DE LIBERTEYT
User insights
Idea workshop
Co-design workshop
The redesigned service
ENGAGING FATHERS how to support fathers involvement in their childrens lives? DESIGN AGENCY: ENGINE – UK CLIENT: 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: MAXIMALdesign CLIENT: 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 ( in cooperation with VVSG, the Association of Flemish Cities and Municipalities. CREDITS