This slide deck ‘Prototyping Public Services’ was created by Katrin Dribbisch and presented at the GovJam 2015 in Berlin. It covers examples of design thinking and service design in the public sector and the use of prototyping in particular.

1. Service
Design
Berlin
G O VJA M B E R L I N / J u n e 1 1 , 2 0 1 5
Prototyping
Public Services
Katrin Dribbisch

2. Who am I to talk about this topic?
Katrin
PhD Candidate,
University of
Potsdam
Service design enthusiast
Co-founder of
Service Design Berlin
Service
Design
Berlin
Design thinker
d.school alumni
Social scientist
Degree in political science

3. Design in the
public sector
Examples

6. Denmark: MindLab
How can we better assist young jobseekers?
— Photos: MindLab

7. UK: Alzheimer 100 project
How can we improve the dementia patient
experience?
— Photos: Tan L, Szebeko D. Co-designing for dementia: The Alzheimer 100 project. AMJ 2009, 1, 12, 185-198.

8. Singapore: Ministry of Manpower
How can we enhance the work visa application
process for foreign citizens?
— Photos: IDEO

9. Innovation-friendly environment &
infrastructure needed
— Photo: Katrin Dribbisch

10. Training & skill development for public
servants to sustain innovation
— Photo: Katrin Dribbisch

11. Design in the
public sector
A model

12. Artefact
Product
Interior
Fashion
Jewellery
Graphic
Web & New Media
Artefact &
Experience
Engineering
Interaction Design
Human Computer Interaction
User Experience
Anthropological Design
Human Centred Design
Systems &
Behaviour
Urban Planning
Service Design
Architecture
SMEs
Strategic Design
Culture
Large
Scale
Systems
Policy Design
Systems Design
Environment
Public Service Infrastructure
LevelofComplexity
M O D E L
Stratification of
Design (Thinking)
— S. Di Russo (2013): http://ithinkidesign.wordpress.com/2013/03/26/design-wars/

13. Environment
Policy Design
Public Service Infrastructure
Systems Design
Example: Dedicated parking spaces
for car sharing in Berlin
Large Scale
Systems
— Photo: Martin Jordan

14. — Photo: techcrunch.com
Example: legislation to
prevent holiday
apartments in big cities
Environment
Policy Design
Public Service Infrastructure
Systems Design
Large Scale
Systems

15. Design in the
public sector
Challenges

16. Challenges for design-led innovation
in the public sector
• Creating authorising environments
!
• Building and accessing capacity
!
• Opening up bureaucracy to co-production
— C. Bason (2013): Design-led Innovation in Government. In: Stanford Social Innovation Review.

17. Design in the
public sector
Principles

18. Design Principles for the public sector
by IDEO

19. Design Principles for the public sector
by IDEO

20. Prototyping before piloting
Single aspects Entire service
Early in the process
(part of design-phase)
At the end of the process
(part of implementation)
P R OTOT Y P I N G P I LOT I N G
Proof of concept:
Ability to change, iterate or
overhaul
Point of no return:
Make small tweaks & adaptation
Large investmentSmall investment

21. Prototyping in
the public sector
Three approaches

22. P R OTOT Y P I N G I N T H E P U B L I C S E C TO R
Testing of artefacts
EX A M P L E S
!
• forms
• letters to citizens
• info brochures
• websites
• apps
? W H AT
• prototypes of physical
or digital aspects of a
service

23. P R OTOT Y P I N G I N T H E P U B L I C S E C TO R
Testing of artefacts
•paper and cardboard prototypes
•mock-ups of websites and apps (with
post-its, wireframes, click dummies etc)
•wizard-of-oz principle
How to?

24. P R OTOT Y P I N G I N T H E P U B L I C S E C TO R
Service Walkthrough
EX A M P L E S
!
• testing of staff-customer
interaction (in person, via phone,
via e-mail)
• prototypes of real-life physical
spaces, e.g. service centre,
service counters
? W H AT
• prototype of overall service
experience
• a special focus on the
perspective of the service
provider

25. P R OTOT Y P I N G I N T H E P U B L I C S E C TO R
Acting out customer roles
? W H AT
• empathy tool
• prototype of the service
experience from the
perspective of the service
recipient
EX A M P L E S
!
• testing staff-customer
interaction, e.g. service centre or
call centre
• user tests

26. P R OTOT Y P I N G I N T H E P U B L I C S E C TO R
Service Walkthrough & Acting out roles
How to?
•use LEGO model for space visualisation
•prototype space in real-life dimensions
•test staff-customer interaction by acting
out roles
•define relevant personas and user roles
•describe use cases and scenarios

27. Artefact
Product
Interior
Fashion
Jewellery
Graphic
Web & New Media
Artefact &
Experience
Engineering
Interaction Design
Human Computer Interaction
User Experience
Anthropological Design
Human Centred Design
Systems &
Behaviour
Urban Planning
Service Design
Architecture
SMEs
Strategic Design
Culture
Large
Scale
Systems
Policy Design
Systems Design
Environment
Public Service Infrastructure
LevelofComplexity
M O D E L
Stratification of
Design (Thinking)
— S. Di Russo (2013): http://ithinkidesign.wordpress.com/2013/03/26/design-wars/

28. Takeaways

29. Take-aways
Impact can range from small to big scale
Explore different perspectives
Think about the service ecosystem
Consider internal and external users

30. Want to learn more
after the jam?

31. Nov 13–14, 2015
Berlin / Germany
www.serviceexperiencecamp.de
Interactive
conference for
Service Innovators

32. Thank you!
servicedesignberlin.de
@SD_Berlin & @katrin_thinking
fb.com/servicedesignberlin
Icons by Lil Squid, Edward Boatman, Gonzalo Bravo, Jeremy J Bristol, Attilio Baghino,
Lorena Salagre, DesignNex, Nicholas Menghini, Joe Richardson, Guvnor Co, Mourad
Mokrane, Hadi Davodpour, iconsmind.com, Luis Prado, Erwin Supriyatna, Jens Tärning