Simone Carrier & Muna Al Dabbah - Seven-star service design
Seven-star service design Abstract: Together with the Prime Minister’s Office of the UAE, FutureGov supported public service professionals across the country to design public services in a more human-centred way. We’ll share how we created a program that enabled teams not only to learn and apply the service design process, but to deliver minimum viable services that made key life moments like ‘having a baby’ and ‘receiving pensions’ a better experience for citizens. We’ll explore the importance of being sensitive to the cultural context and how this should’t only apply to working with clients in the Middle East, but also to clients right at your doorstep. This session will be co-facilitated: a dialogue between designer and client. Together we’ll share what we learned, where we grew, and the biggest takeaways from our work. Innovation: Ambition: Some governments have realised that services are better and cheaper if designed around citizens – the UAE however, is the first country in the gulf region to increase the happiness of its citizens through human centred design. Content: Another innovative aspect lies in the challenges the participants worked on: a “Having a baby” service required the break down of internal silos and the design of cross departmental services. Process: To educate 80 Emirati public service professionals we considered them as users of our service. We observed cultural differences to understand how to align the program with their needs. The consultants partly had to swap roles and become the ones who learn new ways of doing things. The more we learned, the better we could iterate the program.
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Simone Carrier & Muna Al Dabbah - Seven-star service design
- 1. vSeven-‐star service design: Lessons learned from teaching service design in the UAE Muna Al Dhabbah | Prime Minister’s Office, UAE Simone Carrier | FutureGov
- 2. SERVICE DESIGN PRODUCT DESIGN ORGANISATION DESIGN We are FutureGov Designing public services for the digital age.
- 4. UAE UAE Vision for 2021 Provide seven star government services
- 5. Increasing people’s happiness by engaging customers in co-creating services 1. The program’s objective
- 6. What it meant in practise What the program looked like: Hands-on to create tangible outcomes.
- 7. Scholarsh Searchforajob Marriage Pension Emergency WorkinUAE Comp StartingaBusiness Coming to work in the UAEStarting a business Service Factory: Services designed around citizens’ lives Newborn Scholarship Searchforajob Marriage Pension Emergency Individuals WorkinUAE Companies StartingaBusiness New born Studying abroad Finding a job Marriage Emergencies Retiring For individuals For companies
- 8. 2. Case study: getting married
- 9. 9 The health check experience is not wedding like. “I had to fill out so many papers for various departments - it didn’t feel part of the marriage.” Insight 1:
- 10. 10 “I had to wait with the other people. I felt exposed and wished there was more privacy.” Insight 2: People miss their privacy.
- 11. 11 “I was anxious - what if the results are not as expected? Does that mean I can’t get married?” Insight 3: People worry about the test results.
- 12. 12 The initial idea An online booking system & digitising the service The idea:
- 13. “Even if this service is more expensive, I liked that the doctor came to our house. I felt I could ask all the questions I needed to ask.”
- 14. Adjusting the approach to align with the local culture 3. Why it worked
- 15. Our world of service design The world of traditional organisations restructuring power agile beginners mindset failing = learning MVP collaboration team diversity hierarchy planning expert mindset failing = stopping pilot silos working alone
- 16. Minimum viable services in a country that built the tallest building on earth?
- 17. …. what motivates people? …. what makes people try out new things? …. how does stuff get done? In this organisation…
- 19. w Adopting new ways through trusting the expert.
- 20. DELIVERING IMPACT w Delivering impact through support from the right people. w
- 21. The secret of skills transfer Learn from others so you can teach them. othersyou learn teach
- 22. We’d love to hear from you. @Muna.Aldhabbah @egsep @SimoneCarrier @FutureGov Simone Carrier Head of Service Design FutureGov Muna Al Dhabbah Director of Government Service Development Prime Minister’s Office, UAE
- 23. Appendix
- 24. Strategic)Direc+ons) Strategic)Priori+es) A) B) 1) 2) 3) 4) 5) 6) 7) UAE)Vision)2021) Vision)for)Emirates)Government)Service)Excellence)Program) To)become)one)of)the)best)countries)in)the)world)by)2021) Provide)quality)seven)star)government)services) Customer)Centric) Government) Coherent)and) Efficient)Government) Unified)Interface) for)Services Smart) Government Innova+on)in) services Efficiency)of) Services Customer) Happiness) Culture Ra+ng) Service) Channels Smart)Base)for) Customer)Services Government Service Sector The vision
- 25. Emirates Government Service Excellence Program Initiatives Best%MGov% Award Service%% Quality%Manual Government% Services%Diploma Khadama<% (Service%catalog) Customer% charter Global%% Star%Ra<ng% System Customer% Sa<sfac<on% study Mystery% Shopper Government% Service% Pioneers Government%Service% Improvement%Manual Integrated service award
- 26. Government Service Sector Customer Happiness exhibition Individuals* Companies*