transforming ministry of manpower with design and data hefen wong - singapore ministry of manpower
TRANSCRIPT
Transforming the Ministry of Manpower with Design and Data Hefen Wong | Ministry of Manpower, Singapore
October 3rd, New York City
Hello, it’s MOM.
Hefen Wong Behavioural Insights and Design Unit
Ministry of Manpower
Starting Out
Making Progress
Scaling and Sustaining
Starting Out
We had speed and efficiency, but…what about the customer experience?
We talked to our customers and our staff
Our customers didn’t actually understand us
“We stated what customers had to do in the letter, but they continued to call us with questions.”
- MOM Officer
They even created their own forms to navigate our processes
Navigating our processes was frustrating and disempowering
“The usual response “Wait, this is standard procedure”. You are at their mercy. No personal touch – just waiting”
There was a large reality gap between our policy intent and the customer’s experience “When I receive a rejection letter, I’ll call MOM to find out how to get the application approved.”
What We Did
We Changed The Way We Looked
Clear Helpful Human Firm When we need to be
We Changed The Way We Sound (MOM’s new tone of voice)
We Changed The Way We Talk
New$
> 88% felt that the new design is
Measuring The Outcome
A refreshing and modern look. The content is displayed more clearly and hence easier to understand.
- Customer
“ clearer
I find the new letter much easier to 'digest' and read with just one glance.
- Customer
> 86% Liked the way the new letters are written and found it
easier to understand
“
Iterative Process
“
By making our letters easily understood, the public will be able to understand our requirements better. This makes things easier for us.
- MOM Officer
“ “ My letter writing workgroup has taught me how to communicate more effectively with the public. I genuinely believe that this style of writing is more effective.
- MOM Officer
“
Making Progress
$
In 2013, we set up the Behavioural Insights and Design Unit
Improve public policy based on understanding
of customers’ needs, aspirations, biases
and behaviour.
BEHAVIOUR INSIGHTS Explains the science of how our behaviour is affected by what our brains perceive
DESIGN THINKING Understand what customers need and desire through deep empathy
Messenger Incentives Norms Defaults Salience Priming Affect Commitment Ego
Understand users and depts’
needs
Design solutions
Test to know
what works
1
2
3
EASY
ATTRACTIVE
SOCIAL
TIMELY
Randomised Controlled Trials
Tax Levy Trial
We wanted to encourage employers of foreign domestic workers to pay their levies promptly
Treatment
Control $
SOCIAL NORM Stated that 96% of employers pay their levies on time PRIMING Printed reminder letter on pink paper PERSONALISATION Included details of outstanding levy amount
Treatment
Control $
Potentially translates to an increase in 3,800 employers making
prompt levy payments of about S$1.5m
Career Centre Trial
We wanted to help job seekers find employment
Generated hypotheses based on user research
Reliance on career consultants
to find jobs
Unrealistic job goals
Poor commitment to job search process
Lack of motivation and low confidence
Booklets broke down job search process into smaller tasks – ‘chunking’
Treatment
Control $
Potentially translates to 4,500 more job seekers finding a job within 3 months
of visiting the centres
Scaling and
Sustaining
Building New Habits
Leaning On Our Partners
Creating Change Together
What We Have
Learnt
Start small, build confidence
Show others that
it can be done
Work with the right friends (and bosses)
Be brave.
