UXSG2014 Workshop (Day 2) - Form follows emotion workshop (gyro)
UXSG2014 Workshop (Day 2) - Redesigning the service centre experience (Yeo See Meng)
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A Great Workforce A Great Workplace Yeo See Meng Senior Assistant Director Customer Experience Redesigning MOM’s Service Centres
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Redesigning the service centre experience (tour) Facilitated by Yeo See Meng Senior Assistant Director, Customer Experience Ministry of Manpower, Singapore
Transcript of UXSG2014 Workshop (Day 2) - Redesigning the service centre experience (Yeo See Meng)
A Great Workforce A Great Workplace
Yeo See Meng
Senior Assistant Director
Customer Experience
Redesigning MOM’s Service Centres
Singapore. Powered by people
2
Ministry of Manpower
• Formulates and implements policies on
manpower and employment
• 2.6 million work pass transactions a year
• Immigration and employment rules are very
complex
3
Our Purpose
To regulate and facilitate the
employment of foreigners in
Singapore
Work Pass Division
Efficient Handling large amounts of transactions faster
than any country
Responsive Meeting the needs of the Government, Industry
and Stakeholders
Accessible E-services available anywhere
For 10 years, we strove to build
a world class processing system
Employment Pass Service Centre
Fingerprinting - a new security
requirement
First encounter with Singapore
bureaucracy for foreign talents
and their families
An opportunity to design for
service
Singapore, you
want my
fingerprints?!
From the customer’s lenses
8
Research & ideation
Prototyping together with our vendor
Design principles that focus
us to meet the unmet needs
What if a government office
did not feel like one?
Putting it all together
Complex Check-in
One decision at a time
Queue by names
More personable service
More personable service
Treating every one the same
& planning for the worst case
260 211 199
Space Planning for worst case
scenario (2008)
Family Cabanas: Catering to the
needs of different customers
Make waiting useful
Our performance improved with design
More than 96% of customers were satisfied or very satisfied with our level of service
Before 2011 85% of customers served within 30 minutes
Today < 95% of customers are served within 15 mins Longest waiting time not more than 30 mins
"I'm very excited, it’s like I'm in a
fairy tale. Very nice place and
everything seems at the right
place. Very beautiful."
Mr Gregorio Navarro Manuel, Jr
The ‘old’ Work Pass Services Centre
Foreign workers are completely lost
Confusion and anxiety
Registration is disjointed and inefficient
Redesigned WPSC
Learning
Zones
Appointment Kiosks
@ Arrival Hall
One-Stop
Registration
Work Pass
Card Registration
Shifts in the new WPSC experience
• Lost
• Separate and disjointed process (average >45 mins)
• Full service model only
• Cluttered and chaotic place
• Communication by proxy
• Regulator/Processor
• Aware
• Integrated seamless process (average <10 mins)
• Full service model + self service model
• Open and calm space
• Direct communication
• Facilitator/Partner
Letters in native language
Communicating in a clear,
helpful, human way
40 16
Letters in native language
90% of customers surveyed rated an
improvement in clarity & understanding
34.4% 34.1% 33.7% 31.4%
56.5% 54.5% 52.9%
58.0%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
The design of the new letters is much clearer
The new letters are easier to understand
I like the way the new letters are
written
Overall, the new letters are better than the old ones
Strongly Disagree
Disagree
Neutral
Agree
Strongly Agree
17
Key Learnings
The power of story telling
Seeing is believing
Giving ideas time to grow
Use small successes to rally people
Customers
A revolutionary change in their experience
of us (without compromising efficiency)
Staff
Happier staff spending more time on value added
service and less time spent on service recovery
Policy makers
More informed policy makers to support a more
seamless experience from policy to customer
Sharing & Discussion
