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?
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 SPECIAL ABOUT IT?_1/2
Holistic view of service
– The whole customer experience
– Interdisciplinary collaboration: anthropology,
strategy and design
– Consistency, both digital and physical
WHAT IS SPECIAL ABOUT IT?_2/2
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 ARE THE BENEFITS?
Better integration of different services and
underlying processes
A dynamic and engaging approach
Often surprisingly simple solutions
Quick results
ROLE OF DESIGN FLANDERS
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, …
www.designvlaanderen.be/en/advice
ABOUT THIS TOOLKIT
DEVELOPED BY?
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 conference
‘Policy, Innovation & Design’
WHAT IS THIS?
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
CONTENT
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
MANUAL
Service design introduction
MANUAL
Step-by-step plan
with four main steps:
– Listen
– Design
– Test
– Brief
SERVICE DESIGN TECHNIQUES
For each step:
service design
techniques on
posters
– Front: explanation of
how to use the
technique
– Back: Additional
templates and tools
PERSONA CARD SET
32 cards with
photos and a name
of fictitious staff
members and users
A starting point to
define personas:
archetypical users
of the service
CARDS WITH TOUCHPOINTS
48 cards with
typical interactions
between the user
and a public
service
A help to map out
the customer
experience
WORKSHOP POSTERS
On the website servicedesigntoolkit.org:
5 posters to use in workshops
TEMPLATES
On the website servicedesigntoolkit.org:
9 templates linked with the techniques
CASES
On the website
servicedesigntoolkit.org/cases
Examples cover youth
affairs, sustainable
housing, care for the
elderly and social
integration.
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 children’s 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
DIENSTVERLENING
ONTHAAL
WACHTRUIMTE
New service concept
The redesigned service
CREDITS
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 (www.politeia.be)
in cooperation with VVSG, the Association of Flemish Cities and Municipalities.