A growing number of commercial organizations are embracing service design—the discipline that blends art and science, data and creativity to optimize the user journey across multiple touchpoints and over time. But commercial businesses aren’t the only organizations that can benefit from service design. Mission-driven federal agencies have an opportunity to use service design to craft new and completely reimagined existing services—driving better citizen engagement while supporting improved outcomes.
Reimagining service delivery demands rethinking not only of physical and digital channels but also of the processes, systems and culture underlying service provision. Service design crafts experiences across multiple touchpoints: online, on the phone and in person. And it requires a holistic effort that may involve a range of activities—from customizing the user experience for multiple personas to conducting new training in empathy.