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Last updated on 2024年7月30日

What are some best practices and pitfalls of service design in the public sector?

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Service design is the process of designing and delivering services that meet the needs and expectations of users, customers, and stakeholders. It involves understanding the context, challenges, and opportunities of a service, and applying human-centered, collaborative, and iterative methods to design and test solutions. In the public sector, service design can help improve the quality, efficiency, and accessibility of public services, as well as foster innovation and social impact. However, service design in the public sector also faces some unique challenges and pitfalls that need to be addressed and avoided. In this article, we will explore some of the best practices and pitfalls of service design in the public sector, and how to apply them to your own projects.

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Stefi P.

Autotelic* design and research lead · focusing on systems, products, and services for driving change

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Stefan Barac

mentoring companies to create accessible services

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1 Understand the problem

The first step of any service design project is to understand the problem you are trying to solve, and the context and constraints you are working within. This means conducting thorough research and analysis of the current situation, the needs and expectations of the users, customers, and stakeholders, the goals and vision of the service, and the legal, ethical, and political implications of the service. You should also map out the existing service journey, touchpoints, pain points, and opportunities for improvement. Understanding the problem will help you define the scope, objectives, and criteria of your service design project, and avoid wasting time and resources on irrelevant or unrealistic solutions.

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Stefan Barac

mentoring companies to create accessible services
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1?? of 3?? Everything for everyone at the same time Public services are for everyone! In the public sector we often encounter the misconception that this means everyone has to be served at the same time. As service designers, we can correct this misconception through participatory research and ideation. That we manage by framing our stakeholders' direction. E.g. ?First we solve: ???? the problem with the highest difficulty ???? a problem with the most development conditions ???? a pain point of the largest target group No matter which of the mentioned options you choose. Prioritising together with stakeholders is the most sustainable way to get service development rolling.

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Nicolai Roscher

Service Designer for People, Planet & Profit's I Sharing the Journey to Help Yours I SDSI Erasmus Mundus Scholar & Theatre kid
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Understanding changes in the public sector can be intimidating and seem unapproachable. I recall a city street revitalization project with a complex network of dozens of stakeholders and their intertwined relationships. This complexity only increases with larger populations. One key recommendation is to thoroughly understand your context: get a comprehensive overview of the involved parties and their challenges, and don’t rush this crucial step. Also, keep in mind the concept of extreme users. Designing for everyone often means designing for no one, but by focusing on the extremes, you address the needs of the majority who fall in between.

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2 Co-create with users and stakeholders

One of the core principles of service design is co-creation, which means involving the users, customers, and stakeholders of the service in the design process. Co-creation can help you gain insights, feedback, and validation from the people who will use or deliver the service, as well as build trust, engagement, and ownership among them. Co-creation can take various forms, such as interviews, workshops, surveys, focus groups, or online platforms. However, co-creation also requires careful planning, facilitation, and communication, as well as managing expectations, conflicts, and power dynamics. You should also ensure that you have a diverse and representative sample of users and stakeholders, and that you respect their privacy, consent, and participation rights.

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Stefi P.

Autotelic* design and research lead · focusing on systems, products, and services for driving change
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Yo, listen up, let me break it down Service design for the public's no foolin' around Empathy's the code, put the people first Understand their needs or you'll be cursed Watch out for them pitfalls, they'll lead you astray Convoluted processes, bureaucratic fray Siloed departments are holding you back ? Break down barriers find innovative tracks Collaborate, co-design, listen to each voice Diverse perspectives that’s the people's choice Design with purpose make it human-friendly Efficient, accessible, a service truly trendy In the public sector, design's a crucial game heed these words and claim your fame! Rap's done, mic drop, I've said my rhyme Now go out there and leave no one behind! ? in collab with Claude ??

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Nicolai Roscher

Service Designer for People, Planet & Profit's I Sharing the Journey to Help Yours I SDSI Erasmus Mundus Scholar & Theatre kid
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One of my favorite ways to involve users and stakeholders is through interviews. They are often easier to organize and less time-consuming than methods like shadowing, diary writing, or co-creation workshops. Interviews can yield amazing insights if done right. Start by clearly defining the questions you need answers to, and build a solid interview guide with simple bullet points. Be flexible with non-essential questions. During the interview, foster a friendly and productive environment with a bit of small talk at the beginning. And learn to avoid leading questions, as they can significantly influence the results.

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3 Prototype and test early and often

Another key principle of service design is prototyping and testing, which means creating and evaluating low-fidelity versions of your service ideas before implementing them. Prototyping and testing can help you test your assumptions, hypotheses, and solutions, as well as learn from your failures, mistakes, and feedback. Prototyping and testing can also help you communicate and demonstrate your service ideas to your users, customers, stakeholders, and decision-makers, as well as generate interest, support, and buy-in for your project. Prototyping and testing can use various tools and techniques, such as sketches, storyboards, mock-ups, role-plays, scenarios, or digital platforms. However, prototyping and testing also require setting clear goals, questions, and metrics, as well as choosing the appropriate methods, formats, and participants for each stage of your project.

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Stefan Barac

mentoring companies to create accessible services
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2?? of 3?? Break down spongy service bubbles As in sport, physics or chemistry, we can break down larger organisms into smaller building blocks. Large organisms are often spongy service bubbles. Where it is unclear which parts contribute to what percentage of the positive conclusion. Building blocks that form organisms are less complex. From a certain point in the break-down process, they show clear data and figures that point in a certain direction. As soon as you have broken down a service bubble into comprehensible service modules. You will have a scenario that can be tested in a controlled manner.

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Khushi Kansara

Service Design | UX Research | Innovation Enthusiast
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I've observed that quick and rough prototypes are key to finding the right direction. Mainly because the iterative process gets quicker with more feedback on every prototype and we can quickly make changes in low-fidelity prototypes. The key is to make as many prototypes and get them tested by various stakeholders in order to make the right changes through effective feedback and decision making. To get started a few areas to look at is derived from the AT-ONE Process that includes considering the following factors: 1. Actors (Stakeholders) 2. Touchpoints 3. Offerings 4. Needs 5. Experience This helps to decide on what areas are most important and which areas need constant development. Keep making, keep testing and keep failing :)

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4 Align with the strategy and culture

Service design is not only about designing the service itself, but also about designing the service system, which includes the strategy, structure, processes, policies, and culture that enable and support the service. Therefore, you should align your service design project with the strategy and culture of your organization or sector, and ensure that your service is feasible, viable, and desirable. You should also consider the impact of your service on the wider system, such as the social, environmental, economic, or political outcomes of your service. Aligning with the strategy and culture will help you ensure that your service is relevant, sustainable, and scalable, as well as avoid resistance, conflicts, or gaps in your implementation.

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Rashi Gupta

Sr Product Designer @JSW One | Ex- Jio, IIT Bombay, KAIST | Serial ?? Killer
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The alignment with strategy and culture ensures that the solution supports the overarching goals and objectives of the organisation, leading to a more cohesive approach to problem-solving. It also helps to integrate the solution within existing organisational frameworks and mindsets of the users, making it easier for the organization to implement it without disrupting ongoing operations and the users to adopt the solution. Additionally, it also ensures sustainability and scalability. Solutions that fit well within the existing strategy and culture are more likely to receive the necessary resources and attention.

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5 Iterate and improve continuously

Service design is not a one-off project, but a continuous process of learning and improving. Therefore, you should iterate and improve your service based on the feedback, data, and evidence you collect from your users, customers, stakeholders, and the market. You should also monitor and measure the performance, quality, and impact of your service, and identify the areas for improvement or innovation. Iterating and improving continuously will help you keep your service updated, responsive, and competitive, as well as increase your user satisfaction, loyalty, and advocacy.

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Stefan Barac

mentoring companies to create accessible services
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3?? of 3?? Qualitative vs. quantitative Before a test we often believe to get an idea of how the service works. That is a false assumption! The only current way to understand how services work is a test. It is also the only path towards improving your service quality! Make the decision between qualitative and quantitative. Rather than testing or not testing after you have created a controllable scenario. To be more precise: find out how many qualitative and quantitative aspects you can research in a given test period. Without causing the experiment to tip over. Simulations of the tests in e.g. ‘Hallway Tests’ with colleagues help to get a feeling for this.

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6 Learn from others

Service design is not a solitary activity, but a collaborative and interdisciplinary one. Therefore, you should learn from others who have experience or expertise in service design or related fields, such as user research, user experience design, business analysis, project management, or change management. You should also learn from others who have done or are doing service design projects in the public sector or similar contexts, such as other organizations, agencies, or sectors. Learning from others will help you gain new perspectives, insights, tips, tools, and best practices, as well as avoid common pitfalls and challenges.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What are some best practices and pitfalls of service design in the public sector?

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3

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1 Understand the problem

2 Co-create with users and stakeholders

3 Prototype and test early and often

4 Align with the strategy and culture

5 Iterate and improve continuously

6 Learn from others

7 Here’s what else to consider

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