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Using Design Thinking to Improve Service Delivery in the Government of Canada

Ryan Androsoff & Alanna MacDougall

OECD-ICA Webinar “Delivering an Improved Citizen Experience through

User-Driven Design Approaches”

October 12, 2016

“Fedict Ecosystem”

An approach to user centricity in a

heterogeneous ICT and Business environment

Bald Herreman

Some background

Belgium is a country in continuous reform

Many levels of administration with facetted responsibilities

1 Federal state

3 Regions

3 Communities

10 Provinces

43 Arrondissements

589 Communes

There’s clearly potential for user centricity

Image by Christophe Dioux, This file is licensed under the Creative

Commons Attribution-Share Alike 3.0 Unported license.

https://en.wikipedia.org/wiki/en:Creative_Commons

https://creativecommons.org/licenses/by-sa/3.0/deed.en

Administrative diversity Technological diversity Low user centricity

Image property of Gear Patrol LLC, used by permission

http://gearpatrol.com/magazine/

Synergy: increasing return and targeting investments

synergy

• the interaction or cooperation of two or more

organizations, substances, or other agents to

produce a combined effect greater than the sum of

their separate effects.

• “the synergy between artist and record company”

“Fedict Ecosystem”: an environment aimed at creating synergy

ecosystem

• a biological community of interacting organisms and their

physical environment.

• “the marine ecosystem of the northern Gulf had suffered

irreparable damage”

in general use

• a complex network or interconnected system.

“Silicon Valley's entrepreneurial ecosystem”

An ecosystem consisting of

Architecture

Standards

Solution building blocks

The elements of the “Fedict Ecosystem” should function as

“glueware” between the back-end systems and the internet

Ecosystem middle layer is focused on applications and API’s

Generic application: interfaces

Web form solution is evolving from proof of concept to pilot

Authenticate

s and fills in

Pre-fill with known data

(RRN, BCE, data sources

managed by business)

Unique key is logged

Repository of information

(request, complaint, …

stored with unique key

and identification of

submitter)

Signature and unique key

Signed PDF receipt with unique key

Treatment

of

information

Opt-in

authorisationPre-fill

citizen online web form

public service

Pilot contains following re-useable services

Authentication

Connections via service bus

Privacy audit trail

Connectors with various business back-ends and authentic data sources

Authorization as representative of a business based on national company register

Personal information (address, family composition, marital status, etc.) national

register of persons

Forms as content, re-usable sections, standardized look and feel

Accessible HTML, standardized layout, cosmetic design and content

translations are re-used in different forms

Metadata is exposed as linked open data for integration in external portals

Open standard / source technical components make results portable X-administrations

Questions?

Thank you!

Vis hjælpelinjer som er en hjælp

ved placering af billeder

1. Højre klik på den aktuelle side og

vælg ’gitter og hjælpelinjer’

2. Sæt kryds ved ’Vis’

tegnehjælpelinjer på skærmen

3. Vælg “OK”

Indsæt dato

Indsæt f.eks.

Februar 2015

OECD-ICA Webinar, 12 October 2016: Delivering an Improved Citizen

Experience through User-Driven Design Approaches

Are You Satisfied with Our Services? - Case: Payment Denmark Mr. Yih-Jeou Wang, Head of International Co-operation

E-mail: [email protected]

Indsæt tekst i sidefod

1. Vælg Indsæt i top menuen

2. Vælg Sidehoved og Sidefod

3. Skriv titel på præsentation ind i tekstfeltet

4. Tryk Anvend på alle

Skift til blå baggrund

1. Vælg ’Design’ i top menuen

2. Højre klik på

‘Blank blå’

3. Vælg ’Applicér på valgte dias

PAYMENT DENMARK – A PART OF ATP

2

ATP manages the payment of 2/3 of all Danish

welfare benefits on behalf of a number of

social security schemes and the public sector.

2.3 million citizens

are customers

2.5 million phone

calls every year.

1.3 million letters

every year.

● In 2013, ATP were took over 1,500 employees from 98 municipalities.

● All cost-savings are returned to the municipalities.

Payment Denmark (UDK) is an attempt to ….

EUR 30 billions are paid

every year.

… reduce the cost of public administrations.

http://www.google.dk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRxqFQoTCMG7jaSV08gCFQIPLAodReQOyA&url=http://www.vwmin.org/dmm-201-physical-standards-for-discount-letters-and-cards.html&psig=AFQjCNFlG_pbE_VMMZc_ptYc4qTwppq3Gw&ust=1445503218653712

http://www.google.dk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&ved=0CAcQjRxqFQoTCMyAm-SV08gCFYWPLAodI_cJ3Q&url=http://neocarreview.party/new-update/free-phone-icon&psig=AFQjCNH_Vj4cofg5t7maR1mLDwiUsj8xig&ust=1445503349784402








2. Højre klik på

‘Blank blå’


A FOCUS ON EFFICIENCY DOES NOT LEAD TO DISSATISFIED CUSTOMERS

3

… afterwards 40 pct. improvement of

productivity…

… and at the same time high customer

satisfaction

Processed cases per FTE for housing benefits

Source: Deloitte, ”Boligstøtteadministrationen. Pilotanalyse af stordriftsfordele i

kommunernes objektive sagsbehandling” (2009)

Large differences in productivity by the time

of hand-over…

x 7






Tekst starter uden

punktopstilling

For at få punktopstilling på

teksten (flere niveauer findes)

brug forøg listeniveau

For at få venstrestillet tekst

uden punktopstilling, brug

formindsk listeniveau



2. Højre klik på

‘Blank blå’


4

Payment Denmark: Customer Satisfaction

SATISFATION

OVERALL SATISFACTION

83 PCT.

MAIN CAUSE OF

DISSATISFACTION

“PROCESSING TIME TOO LONG”

_______

APPLICATION PROCESS

83 PCT.

INFORMATION GIVEN FOR

APPLICATIONS 69 PCT.

INFORMATION GIVEN AT

APPROVAL 84 PCT.

TIME FOR CASE PROCESSING

80 PCT.

SEARCH FOR INFO

MAIN SEARCH AREA

“BORGER.DK” (50 PCT.)

SATISFACTION WITH BORGER.DK

84 PCT.

ANSWERING TIME

INFORMATION ON ANSWERING

TIME FOR AN APPLICATION

57 PCT.

APPLICATION PROCESS

SIMPLE:

72 PCT.

COMMUNICATION:

74 PCT.

HELP GIVEN IN THE PROCESS:

73 PCT.

PROPER CASE HANDLING:

86 PCT.

TRUST IN PAYMENT DENMARK:

91 PCT.






Tekst starter uden

punktopstilling









2. Højre klik på

‘Blank blå’


MANDATORY REQUIREMENTS FOR USER-FRIENDLINESS

• Language (11 check-list requirements): write simple, clear,

and understandable.

• Design, flow, and functionality (16 check-list requirements):

design a logical, consistent, and simple user-journey.

• Data, components, and standards (8 check-list

requirements): think about horisontal reuse of data,

components, and standards.

• Accessibility (12 check-list requirements): make your

solution accessible for all.

http://arkitekturguiden.digitaliser.dk/godselvbetjening (Only in Danish)

5

http://arkitekturguiden.digitaliser.dk/godselvbetjening








Tekst starter uden

punktopstilling









2. Højre klik på

‘Blank blå’


6

WELL-FUNCTIONING AND USER-FRIENDLY E-SERVICES

Requirements include:

- Short and precise formulations –

no thanks to ”bureauocrathic

language”.

- Logic and intuitive graphical

design.

- Access to help.

- Summary of all entered data

before submission.

- Functions in major browsers.

- Receipt.

- Reuse of data and components.

- WCAG 2.0 AA.

And what do we do to ensure

compliance?

- Screening of existing eServices.

- Status reporting related to

mandatory eServices.

- Information and advise to

authorities and it-developers.

- Joint communication, ICT skills

development and assistance.






Tekst starter uden

punktopstilling









2. Højre klik på

‘Blank blå’


7

JOINT CAMPAIGNS

• Multiple channels

e.g. one-stop-shops, libaries, senior

citizen centres, daycare, tv, web.

• Multiple tools

e.g. tv ad, fliers, posters, web-banners marketing pack for reuse.

• Clear corporate identity

e.g. use of logo, common look-and-feel.

• Targeted

e.g. channels, tools and style targeted to specific audiences.

• On message

e.g. what can you do on borger.dk and which services are available.

Examples: • Web - www.borger.dk • Campaign section - http://goo.gl/dcIV3 • TV ad - http://goo.gl/JXDEk






Tekst starter uden

punktopstilling









2. Højre klik på

‘Blank blå’


DEVELOPMENT APPROACH FOR BETTER CUSTOMER EXPERIENCE

8

Insight into customer needs:

• Landscaping needs of citizens and businesses through qualitative interviews and the collection of quantitative

knowledge (satisfaction measurements, web statistics, etc.) in order to identify obstacle.

• Analysis of the customer journey and idenfication of difficulties; inspiration from best practice examples and tendencies

in commercial solutions which are successful in creating a good customer experience.

Requirements to the providers:

• Using the insights of customers to list non-functional and functional requirements.

• Sketching the ideal picture of how to work with a outside-in and inside-out thinking.

• Development takes it starting point in co-creation with customers, including using conceptual design and prototyping

which are tested with customers.

Common public standards and ongoing tests in the development process:

• Using common public standards (e.g. for user-friendliness and accessibility, including testing) pro-actively in planning

and implementation of a project.

• Conducting larger and smaller user tests of customer experience in order to adjust the development process in order

to maintaining focus on the customer experience and the understanding of the user interface and the linkages

between channels.

… working with the method service design in all phases of a project.






Tekst starter uden

punktopstilling









2. Højre klik på

‘Blank blå’


KEY PUBLIC DIGITAL INFRASTRUCTURE COMPONENTS

If services or components for sharing exist public sector bodies must use them.

Security:

- civil registration number, national eID, federated user management.

Messaging:

- digital post solution, remote printing, text-message reminder service

Core data:

- authoritative basic data, data distribution solution

Portals:

- citizen portal, business portal, health portal

Payments:

- designated default bank account, payments service, eInvoicing

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Tekst starter uden

punktopstilling









2. Højre klik på

‘Blank blå’


STAY IN TOUCH

Mr. Yih-Jeou Wang

@yihjeouwang

[email protected]

Website

digst.dk/english

Newsletter in English

digst.dk/Servicemenu/English/News/Newsletter

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