This document summarizes a presentation on improving citizen experience through design. It discusses how citizen experience design can help address challenges like shrinking government resources and increasing demand for services. It promotes adopting design as a process, capability, and culture to drive change. Examples are provided of how design has helped improve citizen experiences in cities like Philadelphia, Edmonton, and the UK. Opportunities for those in India to get involved and help advance citizen experience design are discussed.

1. CITIZEN EXPERIENCE DESIGN
Examples, Challenges and Opportunities for Improving the Citizen Experience
UX India 2013 | October 26, 2013 | Bangalore
Jess McMullin | The Centre for Citizen Experience | @jessmcmullin
#uxindia13
#citx

2. THANK YOU SO MUCH
FOR INVITING ME…

5. YOU HAVE OUTSTANDING
TALENT AND EVEN
GREATER POTENTIAL…

7. WHY I’M HERE
TODAY

8. MAP

9. 1996

10. 2003

11. START MY OWN FIRM
FORTUNE 500
SILICON VALLEY
PITCH AGAINST THE BEST
WIN
BURN OUT
REBOOT.

12. 2009

13. GOVERNMENT FACES REAL CHALLENGES
http://www.flickr.com/photos/vincealongi/2790464608

14. UNFORTUNATELY, IT’S GOING TO
GET EVEN HARDER.

15. Shrinking Revenue and Resources in Government
THE SERVICE
PARADOX THAT WILL
DEFINE THE NEXT
DECADES.
Increasing Demand for Services
HOW DO WE
CLOSE
THIS SERVICE
GAP?

16. WE NEED TO REDESIGN GOVERNMENT
http://www.flickr.com/photos/whalt/175352360

17. HOW?

18. ONE PIECE OF THE PUZZLE

19. CUSTOMER EXPERIENCE TRANSFORMATION
http://www.flickr.com/photos/mr_t_in_dc/2415124094

20. APPLE

21. CUSTOMER
EXPERIENCE

22. CITIZEN
EXPERIENCE

23. PONDER ON YOUR OWN
CITIZEN EXPERIENCE
FOR A MOMENT…

24. ♥
WHERE’S YOUR ‘I ♥ GOVT?’ T-SHIRT?
http://www.flickr.com/photos/omaromar/4961643547

25. SO HOW DO WE
CHANGE THE CITIZEN
EXPERIENCE?

26. CUSTOMER
EXPERIENCE
DESIGN

27. CITIZEN
EXPERIENCE
DESIGN

28. CITIZEN EXPERIENCE DESIGN:
THE APPLICATION OF DESIGN TO GENERATE INNOVATIONS
THAT HELP GOVERNMENT WORK BETTER FOR PEOPLE.

29. DESIGN FOR
CHANGE

30. THREE THINGS WE
NEED SO THAT
DESIGN DRIVES CHANGE

31. DESIGN AS A PROCESS

32. DESIGN AS A CAPABILITY

33. DESIGN AS A CULTURE

34. DESIGN AS A PROCESS
FOR UNDERSTANDING, DEFINING, AND
SOLVING PROBLEMS AND OPPORTUNITIES.

35. PEOPLE ZOOM

38. discover
define
define the right
problem or
opportunity
design
develop
create the
right solution
Based on UK Design Council Double Diamond process

40. The Squiggle | Damien Newman, Central | CC:BY ND

41. THE POWER OF POSSIBILITY
http://www.flickr.com/photos/jurvetson/2542450115

42. THE POWER OF REAL WORLD OBSERVATION
http://www.flickr.com/photos/artcriminal/3669455518

43. THE POWER OF SEEING SYSTEMS
http://www.flickr.com/photos/ethanhein/2272885283

44. THE POWER OF VISUALIZING & MAKING
http://citizenexperience.com

45. THE POWER OF ITERATION
http://www.flickr.com/photos/robinkearney

46. THE POWER OF CODESIGN
http://www.flickr.com/photos/edublogger/5663869738

47. POWER TO MAKE MEANING FOR PEOPLE
http://www.flickr.com/photos/eileendelhi/144335765

48. DESIGN AS A CAPABILITY
THE TALENT, TIME, BUDGET, AND TRAINING
TO APPLY DESIGN TO UNDERSTANDING,
DEFINING, AND SOLVING PROBLEMS AND
OPPORTUNITIES

49. DESIGN EXPANDS YOUR TOOLBOX

50. WITH SOME NEW TOOLS

51. BUT WE HAVE TO HAVE THE CAPABILITY TO USE THOSE TOOLS

53. DESIGN AS A CULTURE
THE ORGANIZATIONAL DESIGN MATURITY TO
APPLY DESIGN TO THE HEART OF THE
BUSINESS.

54. DESIGN AS A CULTURE
THE ORGANIZATIONAL DESIGN MATURITY TO
APPLY DESIGN TO THE HEART OF THE
BUSINESS. (START SMALL)

56. 4+ YEARS (AND ONGOING) FOR B.C.

57. PROCESS + CAPABILITY + CULTURE = RESULTS

58. REDUCE SERVICE FAILURE+ INCREASE VALUE
http://www.flickr.com/photos/cloneofsnake/2825436246

59. Service Delivery Costs
THE KEY PROMISE:
CITIZEN EXPERIENCE
DESIGN CAN HELP
LOWER COSTS AND
IMPROVE OUTCOMES
Improved outcomes for stakeholders & government

60. CHALLENGES

61. IT’S EASY TO TALK
ABOUT CITIZEN
EXPERIENCE

62. AS YOU MAY EXPECT, IT CAN BE A
BIT HARDER TO ACTUALLY DO
SOMETHING ABOUT IT.

63. ALL THE TYPICAL
CHALLENGES OF ANY
CHANGE IN ANY
ORGANIZATION…

64. RECOGNIZING CHALLENGES IS FIRST STEP TO OVERCOMING THEM
http://www.flickr.com/photos/tambako/3948318155/

65. 3
THESE IN
PARTICULAR

66. TOP 3 CHALLENGES FOR
CITIZEN EXPERIENCE DESIGN
1. SERVICE MONOPOLY IN GOVERNMENT
2. COMPETING INTERESTS & TRADEOFFS
3. SCALE

67. 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.

68. 2. COMPETING INTERESTS

69. 3. SCALE

70. BUT I AM WILDLY
OPTIMISTIC WE
WILL MEET THE
CHALLENGE…

71. WILDLY OPTIMISTIC
BECAUSE OF THE
AMAZING TALENT
HERE AT UX INDIA

72. I AM COUNTING ON YOU TO FIGHT THE CROCODILES
http://www.flickr.com/photos/tambako/3948318155/

74. STORIES

75. TEXTIZEN & CITY OF PHILADELPHIA
Photos & Screens Courtesy of Textizen

77. TEXTIZEN

78. THE SAME 20 PEOPLE PROBLEM

79. THE OBVIOUS ANSWER: SOCIAL APP!

80. 50%
Smartphone adoption
across the United States
80

81. 85%
Text message adoption
across the United States
81

83. Focusing on text messaging lets Textizen
bring citizen engagement to the same
place and time as the experience itself.

84. TEXTIZEN ENABLES A CONVERSATION

86. CROSSCHANNEL IN GUADALAJARA

90. DON IVESON & THE CITY OF EDMONTON
Video courtesy Councilor Don Iveson and the City of Edmonton. Project photos by yours truly.

91. MEET COUNCILOR IVESON

96. UK GOVERNMENT DIGITAL SERVICE

97. http://www.flickr.com/photos/benterrett/8576183560

98. OPPORTUNITIES

99. SO WHAT CAN YOU DO?

100. THE OPPORTUNITY IN INDIA

101. Finding Opportunity
Learning to
Walk Crocodiles

102. 1. WE RECOGNIZE THAT DESIGN
HELPS MORE THAN STARTUPS,
OUTSOURCING, AND ENTERPRISE
SOFTWARE. DESIGN MAKES A
DIFFERENCE.

103. YOU MAKE A DIFFERENCE

104. 2. UNDERSTAND
THE VALUE OF
DESIGN…

106. YOU CAN USE AN ERASER ON THE DRAFTING BOARD
OR A SLEDGEHAMMER ON THE CONSTRUCTION SITE.
- FRANK LLOYD WRIGHT

107. 3. MAKE
CONNECTIONS,
SHARE SUCCESS

108. FIND WHERE YOU CAN CONNECCT

109. PARTNER
PILOT
PUBLICIZE
(PROTOTYPE)

110. 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…

111. TWO LAST STORIES

112. THE STORY OF
CITIZEN
EXPERIENCE

113. CITIZEN EXPERIENCE IS A FOCUS
http://www.flickr.com/photos/wwworks/4073469817

114. CITIZEN EXPERIENCE IS A BRIDGE
http://www.flickr.com/photos/gilderic/5774989553

115. CITIZEN EXPERIENCE IS A COMPASS
http://www.flickr.com/photos/kahunna/421255212

116. YOU CAN HELP

117. PUT DESIGN TO WORK
http://citizenexperience.com

118. HELP REIMAGINE GOVERNMENT
http://www.flickr.com/photos/althouse/269601063

119. AND CREATE A CULTURE OF OPPORTUNITY
http://www.flickr.com/photos/libertinus/3501511323

120. I NEED YOUR HELP FOR THIS LAST STORY

121. IT’S THE STORY OF STARTING
SOMETHING HERE…ABOUT PLANTING
SEEDS THAT WILL GROW INTO STARS

123. 123

125. IT’S THE STORY OF DESIGN IN INDIA.
AND I SEE STARS… I SEE STARS…
Photo courtesy Sreelakshmi Menon @slvmenon

126. 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.

127. ध"यवाद
THANK YOU.

128. Keep in touch!
Jess McMullin
The Centre for Citizen Experience
@jessmcmullin
jess AT ctzn DOT ca
http://citizenexperience.com (.org coming soon)

129. 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