It makes perfect sense to assume that public services are citizen-centric because they are essentially created for citizens. But what does it really mean to design citizen-centric services? What are the ah-ha! moments, and what are the challenges? Tong Teck Lim, & Joycelyn Chua from the Ministry of Manpower, Singapore spoke about ‘Putting Service back into Public Service’ during Service Experience Camp 2014 in Berlin.
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1. Putting Service back into Public Service Ministry of
Manpower Singapore Tong Teck & Joycelyn
2. Today Why Service Design in Public Sector? Examples of
Service Design in Ministry of Manpower Whats next for us? Other
examples in Singapore Government
3. In MOM, we process work pass applications. Over the years,
we improved to become faster and more efficient. Since 2009, our
work pass online system can process applications in 1 day.
4. But what about the customer experience? We are so efficient,
that we reject customers in minutes To our customers, MOM is an
over-efficient faceless machine.
5. We started the journey to recreate the experience for
customers and staff Our 1st project was the Employment Pass Service
Centre (EPSC)
6. MOM staff and our vendor staff were involved in prototyping
the new experience
7. EPSC
8. The Old Work Pass Service Centre
9. Redesigned WPSC Learning Zones Appointment Kiosks @ Arrival
Hall One-Stop Registration Work Pass Registration Centre
10. MOMs communications were lost on customers
11. Where we were LACK OF CLARITY LACK OF INFORMATION HIERARCHY
CLUTTERED
12. Changing the Way We Communicate
13. Spreading service design culture throughout MOM In 2013, we
set up the Behavioural Insights and Design Unit to partner
different departments and infuse service design elements into
projects Understand needs and motivations Understand behaviours and
reactions Evidence-based way of measuring impact of
interventions
14. How can governments be more service-oriented? And how can
design help us further?