DAY TWO – OCT 3rd 2015 at Global Service Design Conference NYC
AFTERNOON SESSIONS / / SYSTEM CHANGE / CULTURE CHANGE
more info at: http://bit.ly/1Sr1Dkb
7. Our customers didn’t actually understand us
“We stated what customers had to do in the letter,
but they continued to call us with questions.”
- MOM Officer
9. Navigating our processes was
frustrating and disempowering
“The usual response “Wait, this is standard procedure”.
You are at their mercy. No personal touch – just waiting”
10. There was a large reality gap between our policy
intent and the customer’s experience
“When I receive a rejection letter, I’ll call MOM to find out
how to get the application approved.”
16. > 88%
felt that the new
design is
Measuring The Outcome
A refreshing and modern look. The
content is displayed more clearly and
hence easier to understand.
- Customer
“
clearer
17. I find the new letter much easier to
'digest' and read with just one glance.
- Customer
> 86%
Liked the way the new letters
are written and found it
easier to understand
“
20. “
By making our letters easily understood, the
public will be able to understand our requirements
better. This makes things easier for us.
- MOM Officer
“ “
My letter writing workgroup has taught me how
to communicate more effectively with the public.
I genuinely believe that this style of writing is more
effective.
- MOM Officer
“
22. $
In 2013, we set up the
Behavioural Insights and Design Unit
Improve public policy
based on understanding
of customers’
needs, aspirations, biases
and behaviour.
23. BEHAVIOUR INSIGHTS
Explains the science of how our
behaviour is affected by what our
brains perceive
DESIGN THINKING
Understand what customers need
and desire through deep empathy
28. SOCIAL NORM
Stated that 96% of employers pay their levies on time
PRIMING
Printed reminder letter on pink paper
PERSONALISATION
Included details of outstanding levy amount
TreatmentControl $
29. Potentially translates to an increase
in 3,800 employers making
prompt levy payments of about S$1.5m
31. Generated hypotheses based on user research
Reliance on
career consultants
to find jobs
Unrealistic
job goals
Poor commitment to
job search process
Lack of motivation and
low confidence