session 3 public administration in the cycle of policy design, implementation and evaluation france...
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Session 3 Public Administration in the cycle of policy design, implementation and evaluation
France (FR): How to turn ethnographic insight into more efficient policy-making
8th Quality Conference
Françoise Waintrop
Case Description (1/4): Make citizen switch to digital channelsA huge challenge for French Administration
Like many other countries, the French administration looked at improving accessibility of their services. They proposed a multichannel offer with the use of internet, email, phone, and counter in order to facilitate contact with users.
The multichannel offer should have brought simplicity … It leads to more complexity
It generates a flow of users going to reception services without any added value from the employee : dissatisfaction and costs for the administration
The aim of our experiment is to help tax administration to face this very important challenge: increasing online tax return instead of paper (to encourage tax payers in using more online services to declare and get answers for low added-value requests)
An ethnographic approach for understanding this « repeated behaviour »
Case Description (2/4): Make citizen switch to digital channelsAn ethnographic approach
Various attitude and behaviour profiles were established concerning the different contact channels
EthnographieEthnographieThe results of the ethnographic approach
This learning led to two decisions
To redesign the website taking into account “life events” search entries. Throughout 2014, online and offline workshops are being organized with 20 tax administration users and employees to test the accessibility and clarity of online and mobile services.
BEHAVIOURAL ECONOMICS
To use the nudge methodology to allay users concerns and encourage them to use the internet in low added-value procedures.
BEHAVIOURAL ECONOMICS
Case description (3/4): Experiment nudge approaches to design better public policies for more efficient results
Public policy aims to tailor our behavior to generate “good” decisions for the individual or society.
Three main tools at administration’s disposal:
Laws and Regulations
Financial incentives (subsidies or taxes) Information
Foundation
Our decisions are influenced by many factors such as emotions, context, social interactions, or the way in which choices are presented to us.
Nudge helps governments to reinforce the effectiveness of public policy and to enable desired behavioural changes by individuals and society as a whole.
MENTAL SHORTCUTS
SOCIAL NORMS
Nudges can be seen as a fourth, complementary course of action available to public policy decision makers
Behavioural Economics radically changes our comprehension of individual decision-making processes
Case description (4/4): A first experiment with the French Tax Administration - The results
Current behaviour: triggers and barriers
Expected behaviour: Using online services
Thinking about using a digital channel
Using a digital channel for the 1st
time
Re-using a digital channel
Behavioural economics principles
The confused
The worrier
The (neo) novice
Nudge lab
The results of the 2014 campaign
+ 10% of online tax return
Impact: a fundamental shift in the way of making public policies
To help decision makers to be successful in the use of Nudge
approach
Test, learn, adapt
Measure the impact of the nudges on behaviour
Engaging stakeholdersTo be sure the
recommendation will be implemented
Ethics
Be respectful of an individual’s freedom of
choice
Customized solutions based on real users
experience
To be sure of the impact of the nudges, stress on user’s experience, understanding their behaviour (often said,
rarely made)
The pragmatism consisting in testing nudges and evaluating their impact before their implementation is a real source of efficiency
Perspectives (1/2): Proven success in the Tax Administration has inspired alternatives as to how to design and implement public policies
Nudge is starting to be applied in public policies facing with costly (Tax administration) or risky public behaviour (health and safety) that neither legislation, taxation nor information have managed to reduce.
Policy of promotion of generic medicines with a view to enhancing their use
Road safety. The aim is to better understand the behavior of road users and limit risk-taking behaviour (for those who use their phone while driving)
Public Health. Encouraging people to pay their hospital expenses
Human resources. The aim is to improve working conditions in order to reduce absenteeism (Ville de Paris)
Eldercare. Encouraging elderly persons to temporary stay in institutional care
Perspectives (2/2): lessons learned
A big success…
Being successful in disseminating this approach based on behavioural economics in the French ministries
Defining a new method based on users behaviour’s understanding
Obtaining results at the first experiment
Nevertheless, this big success has hidden two major lacks in this method :
The importance of using cognitive biases in the analysis of the different levers and barriers
The importance of designing experiments (randomised controlled trials)
Annexes
The nudge approach
Step 1User Journey
Insights
Step 2Cognitive biases
analysis
Step 3Nudge Lab
Step 4Selection &
Improvements
Step 5Design of
experimentations
Step 6Efficiency testing
A six steps approach
Behavioural Economics
ethnographyIdentify and analyse psychological tendendies that are a common outcome of human thought : human judgements and decisions differ from rational choice theory
Generate nudges (gentle prompts that triggers a desirable behavior (or prevent the opposite conduct) by using implicit levers, others than rational persuasion (information, education...), mainly by modifying situational choice architectures)
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Step 1User Journey
Insights
Understanding the reason why of the existing behavior and the barriers of adopting the desired behavior. The specificity of this ethno research is to use the lens of behavioral economics meaning to identify the role of the 3 main differents influences which have been discovered in behavioral economics : the personal factors, the social interactions and the role of the environmental and situational factors.
A six steps approach
Identify and analyse psychological tendendies that are a common outcome of human thought : human judgements and decisions differ from rational choice theory
Step 2Cognitive biases
analysis
Step 3Nudge Lab
1 day co creation workshop experts who add the Behavioural Economics and nudge knowledge, client side people (including final internal clients) and creative people as gamers for example. The nudgelab workshop is moderated by a qual expert in creativity techniques to stimulate inspiration.
A six steps approach
Step 4Selection &
Improvements
Step 5Design of
experimentations
Step 6Efficiency testing
How to select and priorize the different nudges which have been designed in a rigourous and standardized way.
Pre-testing research aiming at evaluating the impact of the different nudges on behaviour.
Are we successful in our objective to encourage a behaviour change before national implementation?
Randomized controlled trial are recommanded
French Tax AdministrationExemples of nudges experimented in 2014
Nudge communication by e-mail
Testing text message
French Tax AdministrationExemples of nudges experimented in 2014
Default nudge applied to tax return notice
CONTACT
• Françoise Waintrop, Cheffe de la Mission Méthodes d’écoute et d’innovation
Secrétariat général pour la modernisation de l’action publique
Services du Premier Ministre
www.modernisation.gouv.fr