Citizen Experience Design (and India)
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CITIZEN EXPERIENCE DESIGN
Jess McMullin | The Centre for Citizen Experience | @jessmcmullin
#citx
Examples, Challenges and Opportunities for Improving the Citizen Experience
UX India 2013 | October 26, 2013 | Bangalore
#uxindia13
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THANK YOU SO MUCH FOR INVITING ME…
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YOU HAVE OUTSTANDING TALENT AND EVEN GREATER POTENTIAL…
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WHY I’M HERE TODAY
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MAP
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1996
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2003
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START MY OWN FIRM FORTUNE 500 SILICON VALLEY PITCH AGAINST THE BEST WIN BURN OUT REBOOT.
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2009
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GOVERNMENT FACES REAL CHALLENGES http://www.flickr.com/photos/vincealongi/2790464608
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UNFORTUNATELY, IT’S GOING TO GET EVEN HARDER.
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Increasing Demand for Services
Shrinking Revenue and Resources in Government
THE SERVICE PARADOX THAT WILL DEFINE THE NEXT DECADES.
HOW DO WE CLOSE
THIS SERVICE GAP?
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WE NEED TO REDESIGN GOVERNMENT http://www.flickr.com/photos/whalt/175352360
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HOW?
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ONE PIECE OF THE PUZZLE
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CUSTOMER EXPERIENCE TRANSFORMATION http://www.flickr.com/photos/mr_t_in_dc/2415124094
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APPLE
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CUSTOMER EXPERIENCE
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EXPERIENCE
CITIZEN
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PONDER ON YOUR OWN CITIZEN EXPERIENCE FOR A MOMENT…
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WHERE’S YOUR ‘I ♥ GOVT?’ T-SHIRT? http://www.flickr.com/photos/omaromar/4961643547
♥
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SO HOW DO WE CHANGE THE CITIZEN EXPERIENCE?
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EXPERIENCE DESIGN
CUSTOMER
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EXPERIENCE DESIGN
CITIZEN
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CITIZEN EXPERIENCE DESIGN: THE APPLICATION OF DESIGN TO GENERATE INNOVATIONS THAT HELP GOVERNMENT WORK BETTER FOR PEOPLE.
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DESIGN FOR CHANGE
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THREE THINGS WE NEED SO THAT
DESIGN DRIVES CHANGE
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DESIGN AS A PROCESS
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DESIGN AS A CAPABILITY
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DESIGN AS A CULTURE
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DESIGN AS A PROCESS FOR UNDERSTANDING, DEFINING, AND SOLVING PROBLEMS AND OPPORTUNITIES.
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PEOPLE ZOOM
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discover define design develop
define the rightproblem oropportunity
create theright solution
Based on UK Design Council Double Diamond process
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The Squiggle | Damien Newman, Central | CC:BY ND
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THE POWER OF POSSIBILITY http://www.flickr.com/photos/jurvetson/2542450115
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THE POWER OF REAL WORLD OBSERVATION http://www.flickr.com/photos/artcriminal/3669455518
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THE POWER OF SEEING SYSTEMS http://www.flickr.com/photos/ethanhein/2272885283
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THE POWER OF VISUALIZING & MAKING http://citizenexperience.com
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THE POWER OF ITERATION http://www.flickr.com/photos/robinkearney
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THE POWER OF CODESIGN http://www.flickr.com/photos/edublogger/5663869738
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POWER TO MAKE MEANING FOR PEOPLE http://www.flickr.com/photos/eileendelhi/144335765
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DESIGN AS A CAPABILITY THE TALENT, TIME, BUDGET, AND TRAINING TO APPLY DESIGN TO UNDERSTANDING, DEFINING, AND SOLVING PROBLEMS AND OPPORTUNITIES
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DESIGN EXPANDS YOUR TOOLBOX
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WITH SOME NEW TOOLS
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BUT WE HAVE TO HAVE THE CAPABILITY TO USE THOSE TOOLS
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DESIGN AS A CULTURE THE ORGANIZATIONAL DESIGN MATURITY TO APPLY DESIGN TO THE HEART OF THE BUSINESS.
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DESIGN AS A CULTURE THE ORGANIZATIONAL DESIGN MATURITY TO APPLY DESIGN TO THE HEART OF THE BUSINESS. (START SMALL)
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4+ YEARS (AND ONGOING) FOR B.C.
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PROCESS + CAPABILITY + CULTURE = RESULTS
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REDUCE SERVICE FAILURE+ INCREASE VALUE http://www.flickr.com/photos/cloneofsnake/2825436246
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Improved outcomes for stakeholders & government
Service Delivery Costs
THE KEY PROMISE: CITIZEN EXPERIENCE DESIGN CAN HELP LOWER COSTS AND IMPROVE OUTCOMES
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CHALLENGES
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IT’S EASY TO TALK ABOUT CITIZEN EXPERIENCE
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AS YOU MAY EXPECT, IT CAN BE A BIT HARDER TO ACTUALLY DO SOMETHING ABOUT IT.
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ALL THE TYPICAL CHALLENGES OF ANY CHANGE IN ANY ORGANIZATION…
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RECOGNIZING CHALLENGES IS FIRST STEP TO OVERCOMING THEM http://www.flickr.com/photos/tambako/3948318155/
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THESE IN PARTICULAR
3 3
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TOP 3 CHALLENGES FOR CITIZEN EXPERIENCE DESIGN 1. SERVICE MONOPOLY IN GOVERNMENT 2. COMPETING INTERESTS & TRADEOFFS 3. SCALE
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1. SERVICE MONOPOLY IN GOVERNMENT
* A note for Cam Lane and every other wonderful public servant: I believe the overall legacy of government is overwhelmingly positive.
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2. COMPETING INTERESTS
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3. SCALE
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BUT I AM WILDLY OPTIMISTIC WE WILL MEET THE CHALLENGE…
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WILDLY OPTIMISTIC BECAUSE OF THE AMAZING TALENT HERE AT UX INDIA
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I AM COUNTING ON YOU TO FIGHT THE CROCODILES http://www.flickr.com/photos/tambako/3948318155/
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STORIES
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TEXTIZEN & CITY OF PHILADELPHIA Photos & Screens Courtesy of Textizen
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TEXTIZEN
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THE SAME 20 PEOPLE PROBLEM
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THE OBVIOUS ANSWER: SOCIAL APP!
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80
50% Smartphone adoption across the United States
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81
85% Text message adoption across the United States
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Focusing on text messaging lets Textizen bring citizen engagement to the same place and time as the experience itself.
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TEXTIZEN ENABLES A CONVERSATION
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CROSSCHANNEL IN GUADALAJARA
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DON IVESON & THE CITY OF EDMONTON Video courtesy Councilor Don Iveson and the City of Edmonton. Project photos by yours truly.
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MEET COUNCILOR IVESON
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UK GOVERNMENT DIGITAL SERVICE
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http://www.flickr.com/photos/benterrett/8576183560
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OPPORTUNITIES
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SO WHAT CAN YOU DO?
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THE OPPORTUNITY IN INDIA
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Finding Opportunity Learning to Walk Crocodiles
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1. WE RECOGNIZE THAT DESIGN HELPS MORE THAN STARTUPS, OUTSOURCING, AND ENTERPRISE SOFTWARE. DESIGN MAKES A DIFFERENCE.
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YOU MAKE A DIFFERENCE
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2. UNDERSTAND THE VALUE OF DESIGN…
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YOU CAN USE AN ERASER ON THE DRAFTING BOARD OR A SLEDGEHAMMER ON THE CONSTRUCTION SITE. - FRANK LLOYD WRIGHT
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3. MAKE CONNECTIONS, SHARE SUCCESS
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FIND WHERE YOU CAN CONNECCT
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PARTNER PILOT(PROTOTYPE) PUBLICIZE
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YOU ARE GOING TO HELP THIS SHIFT HAPPEN SOONER THAN LATER. THE PEOPLE IN THIS ROOM ARE ON THE LEADING EDGE OF A PROFOUND TRANSFORMATION FOR INDIAN DESIGN AND INNOVATION…
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TWO LAST STORIES
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THE STORY OF CITIZEN EXPERIENCE
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CITIZEN EXPERIENCE IS A FOCUS http://www.flickr.com/photos/wwworks/4073469817
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CITIZEN EXPERIENCE IS A BRIDGE http://www.flickr.com/photos/gilderic/5774989553
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CITIZEN EXPERIENCE IS A COMPASS http://www.flickr.com/photos/kahunna/421255212
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YOU CAN HELP
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PUT DESIGN TO WORK http://citizenexperience.com
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HELP REIMAGINE GOVERNMENT http://www.flickr.com/photos/althouse/269601063
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AND CREATE A CULTURE OF OPPORTUNITY http://www.flickr.com/photos/libertinus/3501511323
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I NEED YOUR HELP FOR THIS LAST STORY
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IT’S THE STORY OF STARTING SOMETHING HERE…ABOUT PLANTING SEEDS THAT WILL GROW INTO STARS
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1 2 3
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IT’S THE STORY OF DESIGN IN INDIA. AND I SEE STARS… I SEE STARS…
Photo courtesy Sreelakshmi Menon @slvmenon
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YOU WILL GIVE LIGHT TO NOT ONLY TO INDIA, BUT THE WHOLE WORLD… I HOPE YOU CONSIDER SHINING SOME OF THAT LIGHT ON THE CITIZEN EXPERIENCE.
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ध"यवाद THANK YOU.
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Keep in touch! Jess McMullin The Centre for Citizen Experience @jessmcmullin jess AT ctzn DOT ca http://citizenexperience.com (.org coming soon)
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Many thanks to the following great folks who helped make this talk better. » Councilor Don Iveson, his staff & the City of Edmonton » City of Vancouver, Transportation Planning » Government of British Columbia, Ministry of Citizens’ Services and Open
Government » John Fetterman, Braddock, PA, & Levi Strauss » Code for America, Textizen, and Civic Industries » Consumer Financial Protection Bureau » Government of Alberta » UK Government Digital Service » MindLab » Heather McMullin, Harry Max, Kes Sampanthar, Laura Wesley » Vibhanshu Sharma, Bapu Kaladhar » All the great Flickr users who share Creative Commons photos
ACKNOWLEDGEMENTS