Interior in Korea since 2014 (so 4 years now). Every year quite a number of projects all over the country are selected (=funded) and carried out under this grand-project; for instance, in this year 50 selected projects are on-going now. As for me, I was one of the service designers of the selected projects in 2015. This year I work as an advisory committee member for the whole project.

1. Citizen Engagement in Policy Design
4 years of citizen engagement in policy design
and what we have learnt from it
A Case Study on Kookmin Design Dan
Sung Woo Kim
Kookmin University, South Korea

2. Public Service Design, DSI, Government Experience Design
President of DSI (Design for Social Innovation) Forum
Advisory Member of ‘Kookmin Design Dan,’ Ministry of the Interior
Advisory Member of Digital Government Service, Ministry of the Interior
Advisory Member of Service Design Team in KIDP (Korea Institute of Design Promotion)
Board Member of the Society of Service Design
Design for Unity (Design for Korea Unification)
Healthcare Service Experience Design for North Korean Defectors
Member of ‘Forum for Korean Reunification’ in KFDA (Korea Federation of Design Association)
Advisory Member in Education Sector, Ministry of Unification
User Experience, Interaction Design, Human-computer Interaction
Board Member of the Society of Korean HCI
UX Researcher Manager at KT (Korea Telecom), South Korea
Interaction Design Manager & Consultant, Philips Design Singapore
UX Researcher at Samsung Electronics, South Korea
UI Software Engineer, Idapta & MediaOcean, USA
Assistant Professor, Kookmin University, South Korea
Design for Unity, Dept. of Experience Design, Graduate School of TechnoDesign
caerang@gmail.com / caerang@kookmin.ac.kr / +82-10-9888-6052

3. Citizen Engagement in Policy Design
4 years of citizen engagement in policy design
and what we have learnt from it
A Case Study on Kookmin Design Dan
1. What is KDD?
2. Why KDD?
3. Achievements & Homework

4. What is KDD?

5. KDD (Kookmin Design Dan)
Gov. project on citizen participation in policy design
A national initiative to develop innovative policy-making model by
actively inviting citizens and service designers through service design
thinking, process & methodology
4 years in action since 2014
Ministry of the Interior and Safety

6. KDD: How It is Operated
Central & Local Govs.
Apply for KDD Projects
Jan-Mar Apr-May
Advisory Committee
In 2017, 50 out 240 selected
Jun -
Team Formation
3 key actors
citizens
government officers
service
designer

7. How It is Operated (cont’d)
Nov/DecJun – Sep/Oct
Discover – Define – Develop - Deliver Final Presentation & Review round-up

8. Some of the Selected 2017 KDD Projects
Making a Happy City with Humans
and Companion Animals (Seoul)
Urban Regeneration : Utilizing
Empty Space in Urban Area (Busan)
Prevention of Traffic Accidents
for the Elderly (Buyeo)
Sharing Parking Space : Creating a platform to
share unused parking lots for tourists (Chuncheon)
Let’s Build a City that Takes
Care of Our Moms! (Yongin)

9. Design Involvement in Conventional Policy-making Process
Setting up of Agenda
Making Decision on Policy
Policy Execution
Evaluation
Design Outcome Implementationsubcontracted in a limited period
Public Officer
Designer
Citizens
conventional design work
(no service experience design)

10. Change in Design involvement in KDD
Setting up of Agenda
Policy Execution
Evaluation
Design Outcome Implementation
Service Design Thinking
Making Decision on Policy
Co-creative Workshop
Participatory Design
User Research
Service Blueprint
Stakeholder Map
Contextual Inquiry
Customer Journey Map
…
service experience design
Public Officer
Designer
Citizens

11. Conventional Policy-making Process KDD Policy-making Process
Public Officer
Designer
Citizens

12. Why KDD?

13. To effectively reflect the “true” needs of the people
in the planning and execution of government policy
conventional, provider-centered & armchair-theory policymaking
An Objective
user-centered, realistic, all-things-considered policy

14. An innovative approach to policy-making by actively involving citizens
The Big Question is
“how do we involve them?”

15. When I Ask Government Officers to Listen to People’s Voice,
“What Do You Think We Have Been Doing?”
“We are already doing it in various ways!”
Proposal
(written)
Discussion
Survey
Public
Hearing
Voting
Committee

16. “Gathered…but Not Gathered”
Hidden needs not expressed in verbal or written format
The myth of numbers statistics may give you ‘sight’ but not ‘insight’
Holistic viewpoint to sense complicated interests among stakeholders
Proposal
(written)
Discussion
Survey
Public
Hearing
Voting
Committee
Rather traditional and bureaucratic
models of opinion gathering

17. Express Your
Thoughts in
Clear, Explicit,
and Concise
Way!
corporation, government, university…
maybe possible

18. Woof! Woof!
I am only 2 years old
지금 얘가 뭐라는 거야…
Ma la neh ot pah ow eh momo
I don’t wanna talk to that young rude little bast**d
same demand to general public???
Express Your
Thoughts in
Clear, Explicit,
and Concise
Way!

19. An innovative approach to policy making by actively involving citizens
The Real Big Question is
“how do we involve them in an effective way?”

20. When I Ask Public Officers to Listen to People’s Voice Their Answers are Usually,
“What Do You Think We Have Been Doing?”
Proposal
(written)
Discussion
Survey
Public
Hearing
Voting
Committee
In fact, my question was wrong
(and wrong question tends to lead wrong answer…)
“We are already doing it in various ways!”

21. People’s Voice + People’s Context
Expressed
Needs
Unsatisfied,
Unidentified Needs
(unexpressed)
Verbal, Written
(People’s Voice)
Observation, Empathy,
Participatory, Contextual
(People’s Context)

22. Handling Context
User Research, Co-Creative Workshop, Customer Journey Map…
With the Help of Service Designers
(Training, Support, Consultation, Actual Execution…)
citizens
government officers
service
designer

23. Achievements

24. 4 Years of KDD
2014: began with 19 pilot projects
2015: 248 projects with a total number of 2500 participants
2016: 382 projects with a total number of 3800 participants
2017: 260 project with a total number of 2600 participants (speculated)

25. Quantitative Growth is Noteworthy
0
50
100
150
200
250
300
350
400
450
2014 2015 2016 2017
# of projects since 2014
<<2014-2016>>
more than 600 projects
more than 6000 Participants
major cities à nation-wide

26. iF Gold Award Winner in 2016
The first golden winner from service design discipline

27. Gradual Change in Gov’s Mindset
A gradual change is sensed among government officials
(value of capturing citizen context + service design as its tool)

28. Gradual Change in Gov’s Mindset (cont’d)
Revised Enforcement Ordinance on Public Service Design
(as of April 18, 2017)
Government agency can use public service design techniques to develop and
improve public policies and services by observing and analyzing the needs of the public by direct
participation of the general public and experts.
A Huge Progress Just to Have the Terminology ‘Service Design’
Officially Included in Government Laws and Regulations

29. Lessons Learned
Problems, Issues & Homework

30. Just Means… No Philosophy
mimicking process and methods… lack of design philosophy
“In fact I have no knowledge or idea on service design, I am just dogint
as the KDD guideline say in using SD processes and methods… and to be
true, not even sure if I am doing in the right way” (government officer)

31. Participation…as in…just being there…
The misconception on participation
Designers and citizens are not truly taking part in policy design
“I am asked to attend the meeting. At the meeting I keep silent
because of the atmosphere. I do not think they have any intention
of applying design thinking in that closed meeting room. Then they
ask me to sign the form as an evidence to show service designer
participated in the policy-making process.” (service designer)

32. Past Success Blocks Future Success
Growth in (only) quantitative sense
Quality-wise, still questionable
Quantity growth may block quality growth
Gradual stagnation in quantitative growth?
0
100
200
300
400
500
2014 2015 2016 2017
# of projects since 2014

33. Lack of Service
Design Resource
Lack of service designer resources
in remote rural regions
Non experts are recruited to role as
service designers à may lead to
wrong ideas on service design
5-6hrs one-way
3-4hrs one-way

34. Still Not From the Very Beginning
service designer is not
invited to this phase yet
fundamental system
issues beyond KDD
(e.g. agenda is discussed
almost a year before)
Public Officer
Designer
Citizens

35. Potential Disturbance of the Service Design Market
Public Service Design = An Act of Talent Gift? A Pro bono?
Low-budget on each KDD project may leave wrong idea on standard
project fee for public service design
we are not angels you know,
but we will become one if you don’t pay us enough
(after we starve to death)

36. Indeed, So Much Homework…
Lack of design philosophy and mimicking design activities
Misconception in involving service designer and citizens in policy making
Shortage of service design resource in provincial regions & recruiting non-
experts as service designers that often results in wrong practice
Superficial quantitative growth not backed up by qualitative improvement
Potential disturbance of the service design market
Service designers are not called upon from the very beginning, which limits
true capturing of people’s needs
…

37. Yet the Biggest Homework: Keep Going!
Lack of design philosophy and mimicking design activities
Misconception in involving service designer and citizens in policy making
Shortage of service design resource in provincial regions & recruiting non-
experts as service designers that often results in wrong practice
Superficial quantitative growth not backed up by qualitative improvement
Potential disturbance of the service design market
Sensational: a nice punch to the conventional armchair-theory policymaking
Innovation: citizens and designers actually take part in making policy
Testbed: the best setting to experiment with policy design (+ gov’s official support)
Already Four Years? Only Four Years!

38. Thank You。