The document summarizes Jess McMullin's talk at the 2014 Code for America Summit about growing design capabilities in government. It discusses how the government of British Columbia has started to think about citizen experience using the same design tools as customer experience. Specifically, it highlights three lessons learned: 1) start small by building from a core team with executive support and focus on citizens, 2) invest in skills for the whole organization through resources, direction, training and projects, and 3) design goes beyond digital to policy and other areas by translating citizen needs to government capabilities.

1. GROWING
GOVERNMENT DESIGN CAPABILITY
Code for America Summit | September 25th, 2014 | San Francisco
Jess McMullin | The Centre for Citizen Experience | @jessmcmullin | jess@ctzn.ca

2. UX SINCE 1996

3. 2003

4. 2009

5. A QUESTION

6. WHAT HAPPENS IF WE THINK ABOUT CITIZEN
EXPERIENCE WITH THE SAME DESIGN TOOLS
WE USE FOR CUSTOMER EXPERIENCE?
WHERE WOULD THAT TAKE US?

7. I’M INCREDIBLY LUCKY TO WORK CLOSELY
WITH THE CENTRAL SERVICE DESIGN TEAM
INSIDE THE GOVERNMENT OF BRITISH
COLUMBIA.

8. THE BC PUBLIC SERVICE IS DOING AMAZING,
INNOVATIVE THINGS WITH DESIGN IN
GOVERNMENT.

9. BC SERVICES CARD

11. FIELD RESEARCH

15. FINDING PATTERNS

16. CODESIGN WORKSHOPS

17. EXPLORE NEW SERVICE CONCEPTS

18. PROTOTYPE NEW SERVICE CONCEPTS

20. DOCUMENTING SERVICE CONCEPTS

21. DIGITAL SERVICES CONSULTATION

22. “ That means government must
carefully consider how to design
services that truly add value for
people...Simply having a digital service
does not equal efficiency."
"
Understanding and delivering value to
the public is where we must begin.”
DIGITAL SERVICES CONSULTATION

23. NOW HUNDREDS OF
THOUSANDS OF CITIZENS
HAVE THE NEW CARD

24. AND NEW KINDS OF
SERVICE INNOVATION ARE
POSSIBLE.

25. THREE
LESSONS

26. 1. BUILD FROM THE CORE
2. INVEST IN SKILLS
3. DESIGN BEYOND DIGITAL

27. BUILD FROM THE CORE
START SMALL 1

28. SMALL TEAM

31. WITH PARTNERS (INSIDE AND OUTSIDE THE ORG)

32. EXECUTIVE MANDATE

33. CITIZENS @ THE CENTRE

35. BUILD ON SMALL SUCCESSES

36. STEPPING STONES
Photo: CC: BY Pauli Carmody
https://www.flickr.com/photos/-macjasp/14100376082

37. BUILD FROM THE CORE 1
» Small Team+Partners
» Executive Mandate
» Start Small and Build on
Successes

38. INVEST IN SKILLS FOR THE REST OF THE ORGANIZATION 2

39. RESOURCES

40. A UX LIBRARY FOR ALL DEPARTMENTS

41. BC UX TOOLBOX

42. PROVIDE DIRECTION

43. BC DIGITAL SERVICES STRATEGY
@admaclennan

44. TRAINING

46. PROJECTS

48. » Resources
» Provide Direction
» Training
» Projects
2INVEST IN SKILLS

49. DESIGN BEYOND DIGI3TAL
FROM PIXELS TO POLICY

50. There’s more to government innovation than digital.

51. THE HEART OF PUBLIC INNOVATION:
TRANSLATE CITIZEN NEEDS
INTO GOVERNMENT
CAPABILITIES.

52. THE SERVICE ARCHITECTURE FRAMEWORK

53. ALEX MACLENNAN (LAST 2 YEARS)

54. 5 LAYERS

55. Service Architecture Framework (Early Draft)

56. USE DIGITAL AS AN ON-RAMP

57. SOME EXAMPLES
» Domestic Violence Policy
» Landlord / Tenant Disputes
» Business Case for Common Payment

58. » Service Architecture
» From Experience to
Interface to Operations
& Infrastructure to
Policy & Legislation
» Use Digital as On-Ramp
3 DESIGN BEYOND DIGITAL

59. 1. BUILD FROM THE CORE
2. INVEST IN SKILLS
3. DESIGN BEYOND DIGITAL

60. TRANSFORM
THE CITIZEN EXPERIENCE

61. THANK YOU!

62. Jess McMullin
Centre for Citizen Experience
jess AT ctzn DOT ca
www.citizenexperience.org
twitter.com/jessmcmullin

63. Many thanks to the following great folks who
helped make this talk better
» Alex MacLennan, Blair Neufeld, Dominique Bohn, Ashley Johnston,
Rommel Agbay, Savannah Murphy, David Hume and all the BC team.
» Lou Rosenfeld and my fellow Rosenfeld Media Experts.
» Laura Wesley, Blaise Hébert, Sage Cram, Tanya Snook, Cornelius
Rachieru and the rest of the Ottawa crew. Long live #gcdesign
» All the great Flickr users who shared Creative Commons photos!
» Cyd Harrell, Dana Chisnell, Whitney Quesenberry, Dan Willis and all
the other citizen experience pioneers. Keep up the fight!
ACKNOWLEDGEMENTS