CITIZEN EXPERIENCE DESIGN

Jess McMullin | The Centre for Citizen Experience | @jessmcmullin

#citx

Examples, Challenges and Opportunities for Improving the Citizen Experience

UX India 2013 | October 26, 2013 | Bangalore

#uxindia13

THANK YOU SO MUCH FOR INVITING ME…

YOU HAVE OUTSTANDING TALENT AND EVEN GREATER POTENTIAL…

WHY I’M HERE TODAY

MAP

1996

2003

START MY OWN FIRM FORTUNE 500 SILICON VALLEY PITCH AGAINST THE BEST WIN BURN OUT REBOOT.

2009

GOVERNMENT FACES REAL CHALLENGES http://www.flickr.com/photos/vincealongi/2790464608

UNFORTUNATELY, IT’S GOING TO GET EVEN HARDER.

Increasing Demand for Services

Shrinking Revenue and Resources in Government

THE SERVICE PARADOX THAT WILL DEFINE THE NEXT DECADES.

HOW DO WE CLOSE

THIS SERVICE GAP?

WE NEED TO REDESIGN GOVERNMENT http://www.flickr.com/photos/whalt/175352360

HOW?

ONE PIECE OF THE PUZZLE

CUSTOMER EXPERIENCE TRANSFORMATION http://www.flickr.com/photos/mr_t_in_dc/2415124094

APPLE

CUSTOMER EXPERIENCE

EXPERIENCE

CITIZEN

PONDER ON YOUR OWN CITIZEN EXPERIENCE FOR A MOMENT…

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

♥

SO HOW DO WE CHANGE THE CITIZEN EXPERIENCE?

EXPERIENCE DESIGN

CUSTOMER

EXPERIENCE DESIGN

CITIZEN

CITIZEN EXPERIENCE DESIGN: THE APPLICATION OF DESIGN TO GENERATE INNOVATIONS THAT HELP GOVERNMENT WORK BETTER FOR PEOPLE.

DESIGN FOR CHANGE

THREE THINGS WE NEED SO THAT

DESIGN DRIVES CHANGE

DESIGN AS A PROCESS

DESIGN AS A CAPABILITY

DESIGN AS A CULTURE

DESIGN AS A PROCESS FOR UNDERSTANDING, DEFINING, AND SOLVING PROBLEMS AND OPPORTUNITIES.

PEOPLE ZOOM

discover define design develop

define the rightproblem oropportunity

create theright solution

Based on UK Design Council Double Diamond process

The Squiggle | Damien Newman, Central | CC:BY ND

THE POWER OF POSSIBILITY http://www.flickr.com/photos/jurvetson/2542450115

THE POWER OF REAL WORLD OBSERVATION http://www.flickr.com/photos/artcriminal/3669455518

THE POWER OF SEEING SYSTEMS http://www.flickr.com/photos/ethanhein/2272885283

THE POWER OF VISUALIZING & MAKING http://citizenexperience.com

THE POWER OF ITERATION http://www.flickr.com/photos/robinkearney

THE POWER OF CODESIGN http://www.flickr.com/photos/edublogger/5663869738

POWER TO MAKE MEANING FOR PEOPLE http://www.flickr.com/photos/eileendelhi/144335765

DESIGN AS A CAPABILITY THE TALENT, TIME, BUDGET, AND TRAINING TO APPLY DESIGN TO UNDERSTANDING, DEFINING, AND SOLVING PROBLEMS AND OPPORTUNITIES

DESIGN EXPANDS YOUR TOOLBOX

WITH SOME NEW TOOLS

BUT WE HAVE TO HAVE THE CAPABILITY TO USE THOSE TOOLS

DESIGN AS A CULTURE THE ORGANIZATIONAL DESIGN MATURITY TO APPLY DESIGN TO THE HEART OF THE BUSINESS.

DESIGN AS A CULTURE THE ORGANIZATIONAL DESIGN MATURITY TO APPLY DESIGN TO THE HEART OF THE BUSINESS. (START SMALL)

4+ YEARS (AND ONGOING) FOR B.C.

PROCESS + CAPABILITY + CULTURE = RESULTS

REDUCE SERVICE FAILURE+ INCREASE VALUE http://www.flickr.com/photos/cloneofsnake/2825436246

Improved outcomes for stakeholders & government

Service Delivery Costs

THE KEY PROMISE: CITIZEN EXPERIENCE DESIGN CAN HELP LOWER COSTS AND IMPROVE OUTCOMES

CHALLENGES

IT’S EASY TO TALK ABOUT CITIZEN EXPERIENCE

AS YOU MAY EXPECT, IT CAN BE A BIT HARDER TO ACTUALLY DO SOMETHING ABOUT IT.

ALL THE TYPICAL CHALLENGES OF ANY CHANGE IN ANY ORGANIZATION…

RECOGNIZING CHALLENGES IS FIRST STEP TO OVERCOMING THEM http://www.flickr.com/photos/tambako/3948318155/

THESE IN PARTICULAR

3 3

TOP 3 CHALLENGES FOR CITIZEN EXPERIENCE DESIGN 1. SERVICE MONOPOLY IN GOVERNMENT 2. COMPETING INTERESTS & TRADEOFFS 3. SCALE

1. SERVICE MONOPOLY IN GOVERNMENT

* A note for Cam Lane and every other wonderful public servant: I believe the overall legacy of government is overwhelmingly positive.

2. COMPETING INTERESTS

3. SCALE

BUT I AM WILDLY OPTIMISTIC WE WILL MEET THE CHALLENGE…

WILDLY OPTIMISTIC BECAUSE OF THE AMAZING TALENT HERE AT UX INDIA

I AM COUNTING ON YOU TO FIGHT THE CROCODILES http://www.flickr.com/photos/tambako/3948318155/

STORIES

TEXTIZEN & CITY OF PHILADELPHIA Photos & Screens Courtesy of Textizen

TEXTIZEN

THE SAME 20 PEOPLE PROBLEM

THE OBVIOUS ANSWER: SOCIAL APP!

80

50% Smartphone adoption across the United States

81

85% Text message adoption across the United States

Focusing on text messaging lets Textizen bring citizen engagement to the same place and time as the experience itself.

TEXTIZEN ENABLES A CONVERSATION

CROSSCHANNEL IN GUADALAJARA

DON IVESON & THE CITY OF EDMONTON Video courtesy Councilor Don Iveson and the City of Edmonton. Project photos by yours truly.

MEET COUNCILOR IVESON

UK GOVERNMENT DIGITAL SERVICE

http://www.flickr.com/photos/benterrett/8576183560

OPPORTUNITIES

SO WHAT CAN YOU DO?

THE OPPORTUNITY IN INDIA

Finding Opportunity Learning to Walk Crocodiles

1. WE RECOGNIZE THAT DESIGN HELPS MORE THAN STARTUPS, OUTSOURCING, AND ENTERPRISE SOFTWARE. DESIGN MAKES A DIFFERENCE.

YOU MAKE A DIFFERENCE

2. UNDERSTAND THE VALUE OF DESIGN…

YOU CAN USE AN ERASER ON THE DRAFTING BOARD OR A SLEDGEHAMMER ON THE CONSTRUCTION SITE. - FRANK LLOYD WRIGHT

3. MAKE CONNECTIONS, SHARE SUCCESS

FIND WHERE YOU CAN CONNECCT

PARTNER PILOT(PROTOTYPE) PUBLICIZE

YOU ARE GOING TO HELP THIS SHIFT HAPPEN SOONER THAN LATER. THE PEOPLE IN THIS ROOM ARE ON THE LEADING EDGE OF A PROFOUND TRANSFORMATION FOR INDIAN DESIGN AND INNOVATION…

TWO LAST STORIES

THE STORY OF CITIZEN EXPERIENCE

CITIZEN EXPERIENCE IS A FOCUS http://www.flickr.com/photos/wwworks/4073469817

CITIZEN EXPERIENCE IS A BRIDGE http://www.flickr.com/photos/gilderic/5774989553

CITIZEN EXPERIENCE IS A COMPASS http://www.flickr.com/photos/kahunna/421255212

YOU CAN HELP

PUT DESIGN TO WORK http://citizenexperience.com

HELP REIMAGINE GOVERNMENT http://www.flickr.com/photos/althouse/269601063

AND CREATE A CULTURE OF OPPORTUNITY http://www.flickr.com/photos/libertinus/3501511323

I NEED YOUR HELP FOR THIS LAST STORY

IT’S THE STORY OF STARTING SOMETHING HERE…ABOUT PLANTING SEEDS THAT WILL GROW INTO STARS

1 2 3

IT’S THE STORY OF DESIGN IN INDIA. AND I SEE STARS… I SEE STARS…

Photo courtesy Sreelakshmi Menon @slvmenon

YOU WILL GIVE LIGHT TO NOT ONLY TO INDIA, BUT THE WHOLE WORLD… I HOPE YOU CONSIDER SHINING SOME OF THAT LIGHT ON THE CITIZEN EXPERIENCE.

ध"यवाद THANK YOU.

Keep in touch! Jess McMullin The Centre for Citizen Experience @jessmcmullin jess AT ctzn DOT ca http://citizenexperience.com (.org coming soon)

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 »  John Fetterman, Braddock, PA, & Levi Strauss »  Code for America, Textizen, and Civic Industries »  Consumer Financial Protection Bureau »  Government of Alberta »  UK Government Digital Service »  MindLab »  Heather McMullin, Harry Max, Kes Sampanthar, Laura Wesley »  Vibhanshu Sharma, Bapu Kaladhar »  All the great Flickr users who share Creative Commons photos

ACKNOWLEDGEMENTS