This document summarizes a service design lecture that covered several topics: 1. Numerous challenges faced by users when interacting with government services including unclear forms and lack of feedback. 2. Proposed changes to improve the user experience including consolidating services onto one website, simplifying forms, and adding live support. 3. Advice for students on gaining experience through internships and reading design literature to kick off their careers in service design.

1. Service Design Lecture 6 KISK FF MU Brno 10 December 2014
Presenting New Designs

2. Today‘s Agenda
The form is incomprehensible
The help along is limited
No feedback on how I‘m doing
Fear of penalty
Updates and changes unfindable
Two more forms to fill after DAP
Officers not helpful
The form, the on-line forms, numerous websites, officers, tax advisors, letters, ...
Numerous Challenges
Over a Plenty of Touchpoints

3. How we‘re changing it?
1.Moje Daně: All-in-one Website
2.One Sheet: The New DAP Form
3.24/7 Advisor: The Helpline
4.You Are Here: The Feedback Management

4. How did you perform ?
•Take a piece of paper
•Write your name on the top
•Pass it to your colleagues
•Give your colleague a constructive feedback
–What you really liked
–What would you change
–What their key strengths are and what might they do in future
•Repeat of everyone in the team
Note: After we finish today, I can provide individual feedback for those interested.

5. What can you do (and others don‘t) ?
Deliver user research & deep dives
•Get contacts, get out and talk to people in a structured way and derive meaning
Analyze service using personas and touchpoints
•Discover needs, problems and opportunities
•Assess challenges and prioritize them
•Analyze touchpoints
•Develop goal-oriented personas and design for them
Innovate: Design and prototype new ideas
•Design and prototype services quickly and cheaply
•Pick the best or re-design
Manage the project and deliver results
•No matter the obstacles, you deliver and find the way

6. What can you do (and others don‘t) ?
You are ready to go into any service,
research needs,
analyze the service and
make sure it delivers value to target customers
via relevant touchpoints.

7. Try other DIS courses
Spring Semester
•Human-Computer Interaction gives you further and hands-on understanding of the digital service design (how to build webs and apps, how to test them)
•Project Management makes sure, you‘re ready for bigger challanges in a managerial role
•Leadership provides key skills in case you need to push innovation through (conservative) organization
Fall Semester
•Digital Marketing and Social Media prepare you for competitive on- line environment when you try sell and/or promote your service

8. 4 Things to Kick-Off Your Career
1.I‘d read TiSDT, Design of Everyday Things and The Inmates Are Running the Asylum
2.I‘d start reading Norman Nielsen blog and follow Fjord Design, Engine , Direct People and IDEO.
3.I‘d take other DIS courses and write a thesis on a practical project.
4.I‘d get an internship at a service company asap.

9. Get in touch on LinkedIn
•Connect with me
•Ask me for any contacts, references, ... when needed
•Stay in touch by letting me know what‘s new every now and then
(Psst! Jobs.cz is always looking for great interns!)

10. The whole DIS team meets with students, alumnis, partners and others
22 January 2015 at 18.30 at Baroko
Don‘t Forget

11. Designers go and make the world a better place to live in!