ux strat europe, erik hammarström, “service design strategy for government services”
TRANSCRIPT
SERVICE DESIGN STRATEGY FOR GOVERNMENT SERVICES
Erik Hammarström, Service Design Lead
ERIK HAMMARSTRÖM
Prioritering av lösningar för efterlevande
LaVita - Workshop
Stockholm 1 april 2015 Erik Hammarström Jens Moser Sofia Karlsson Patrik Berglund Ulrika Af Klint
IMAGINEthat you lose your life partner
5”I AM DEVASTATED”
6”THERE IS SO MUCH TO UNDERSTAND AND DO”
7”WILL I AFFORD TO KEEP THE HOUSE?”
8”I AM SO LONELY”
9”ARE MY KIDS GETTING THE RIGHT SUPPORT?”
”I AM NOT MENTALLY ILL”
A SOCIETY THAT TRULY CARES
FOCUS on life events
The survivors should receive better service and improved perceived comfort through complete and
coherent information and communication
THE PRIMARY GOAL:
89% OF COMPANIES EXPECT TO COMPETE MOSTLY ON THE BASIS OF CUSTOMER
EXPERIENCEGartner
”If there's one reason we have done be2er than of our peers in the internet space over the last six years, it is because we have
focused like a laser on customer experience” Amazon
”…will during 2016 invest in increased customer experience, something customers will see signs of
during the second half of 2016.” Nordnet
“Our focus lies in delivering world class customer
experience.” TeliaSonera
“Our mutual values – Reliable, Personal and On – form the basis of our company values and our quest to
obtain the most sa3sfied customers in Sweden.”ComHem
“Our goal is to work in a user centred way, close to our visitors”
1177
Skandia will offer the best customer experience
across all channels” Skandia
”We deliver customer value by developing our services and operaMons
together with our customers” Pensionsmyndigheten
”H&M should always have the best customer offering in each and every market.”
H&M
”Through a solid understanding of the customers and their needs, we can develop and present an a2racMve offer to our clients via all
our sales channels” Clas Ohlson
13% OF CUSTOMERS ARE SAYING THAT BRANDS PUT ENOUGH EFFORT INTO PROVIDING A SEAMLESS EXPERIENCE ACROSS ALL CHANNELS. Zendesk
89% OF CUSTOMERS GETS FRUSTRATED BECAUSE THEY NEED TO REPEAT THEIR ISSUES WHILE USING A SERVICE.
Accenture
WHY?
CUSTOMER FOCUS IS NOT A STATE OF MIND
CUSTOMER FOCUS IS A WAY OF WORKING
FOUR obstacles & soluFons
THE SILO EFFECT X 3#1
ANTROP
TRÄFFAS VARJE VECKAInsert some short and brief lorem ipsum explanatory text about Ftle here
21HIRE SOMEONE TO MODERATE THE PROCESS#1.1
ANTROP 22BUT DON´T LET THEM ACT LIKE AN AGENCY#1.2
Lars Gunnel Maria Ada
23GET REAL INSIGHTS & VISUALISE THEM#1.3
CO-‐CREATION BASED ON REAL INSIGHTS#1.5
THE PROCESSES TELL US TO MAKE BIG DECISIONS WHEN WE KNOW THE LEAST
#2
DON´T FOLLOW THE WRONG PROCESS#2.1
ANTROP 27INCLUDE A SALES PERSON IN THE TEAM#2.2
USE SIMPLE LANGUAGE & MODELS#2.3
ANTROP 29GET EVERYBODY ON BOARD A LEARNING JOURNEY#2.4
ANTROP 30HANDLE SUDDEN BURSTS OF ANXIETY#2.5
ANTROP 31USE THE POWER OF STORYTELLING#2.6
DIGITAL IS NOT ENOUGH#3
A RESPONSIVE SITE IS TOP OF MIND#3.1
ANTROP 34BUT DIGITAL WILL NOT WORK FOR EVERYONE#3.2
AUTOMATE AS MUCH AS YOU CAN#3.3
ANTROP 36NEW WAYS OF WORKING TOGETHER#3.4
ANTROP 37DARE TO BEGIN#3.5
A personal guide -‐ offers
condolences and support
A personal guide -‐ ini3ates contact while
the husband is ill
More people know about the death = less things to take care of
Smooth treatment by the bank
Conversa3onal support before death Clear guide on what
needs to be doneGuide to correct compensa3on
Summary of what will happenChecklist -‐ to
remember
Returns to site to ensure she has taken care of everything
Leaflet to offer condolences and inform about things to come
Fewer leaflets and with a similar tone
Contact centre
Receives answer from ELC regarding a financial ques3on
FUTURE JOURNEY
FACING BECOMING ALONE IN TRANSITION THE FIRST WEEKS THE COMING MONTHS
LAWS AND REGULATIONS ARE IN YOUR WAY#4
ANTROP 40FIND THE BEST SOLUTIONS#4.1
HAVE PATIENCE#4.3
UNIFIED services and informaFon
A SOCIETY THAT TRULY CARES
DESIGN to realize poliFcal ambiFons
ANTROP 45POLITICIANS CAN SET THE DIRECTION
ANTROP 46SERVICE DESIGN CAN PROVIDE THE SOLUTIONS
ANTROP 47THE SCOPE CAN BE EVEN BROADER
ANTROP 48WHY STOP WITHIN THE NATIONAL BORDERS?
