Design for Civic Engagement

d.School Pop-out // May 20-21 2017 // Holly May Mahoney & Megan Erin Miller
Welcome!
Your facilitators

Holly May Mahoney Megan Erin Miller

Service Designer Service Design Manager, Stanford University IT

d.School Teaching Fellow Co-Founder, Practical Service Design
What inspired
this course...
“Civic Engagement”

Individual and collective actions

designed to identify and address
issues of public concern.
—Wikipedia
“Citizen”

Relating to citizenship
or being a citizen.
Service Design
as a toolkit…
Design Thinking framework
Service Design

Service
s
What is a service?
A service is…

… a means of delivering value to

clients by facilitating outcomes that
clients want to achieve without the
ownership of specific costs and risks.
Services
● Hotels
● Restaurants
● Airports
● Taxis
● Delivery
● Dry cleaning
● Banking
● Hospitals
● etc.
Services
● Hotels ● Libraries
● Restaurants ● Government
● Airports ● Police
● Taxis ● Fire stations
● Delivery ● Parks
● Dry cleaning ● Non-profit
● Banking ● Schools
● Hospitals ● Wellness/Gyms
● etc. ● etc.
Services
● Hotels ● Libraries ● Public improvement
● Restaurants ● Government projects
● Airports ● Police ● Community
● Taxis ● Fire stations ● Infrastructure
● Delivery ● Parks ● Transportation
● Dry cleaning ● Non-profit ● Healthcare
● Banking ● Schools ● Bike schemes
● Hospitals ● Wellness/Gyms ● Insurance
● etc. ● etc. ● etc.
Example: restaraunt
The value to the customer:
● Food I can’t cook myself
● Quality time with family &
friends
● A memorable “outing”
● “Don’t have to think about
dinner tonight”
Costs & Risks owned by the service:
● Planning menus
● Sourcing ingredients
● Managing kitchen budget
● Mastery of cooking
● Preparation of food
● Cleaning up
Example: Bike sharing
The value to the citizen: Costs & Risks owned by the service:

● Convenient access to bikes ● Bike ownership

as means of transportation ● Bike maintenance
● Healthy, fast, affordable way ● Payment mechanisms
to get around town ● Potential loss of bikes
● Procuring of bike parking spots
Example: Police Department
The value to the citizen: Costs & Risks owned by the service:

● Public safety ● Specialized equipment

● Emergency assistance ● Specialized training
● Crime deterrent ● Danger on the job
Services differ from products, in that they…
● Span a lifecycle of interaction
● Form relationships over time
● Provide & perform
● Made up of people, processes, places, props, and partners (the 5 P’s)
Touchpoints in a service experience
UI/UX/Service Design
WTF?!
 Service Design

UX
UI
Etc.
A service experience is a journey
A well-designed service can go
beyond providing & performing.
It can…
● Empower change
● Promote behavior
● Develop habit
● Impact society
So how might we design
services to enable
Civic Engagement?
Course Agenda
Day One
May 20, 1:00-5:00pm
● Introductions
● Building empathy
● Team formation
● Problem framing & ideation
● Concept development
● Share out
Day Two
May 21, 1:00-5:00pm
● Create a journey map
● Intro to Service Blueprinting
● Scenario breakdown
● Blueprint your service
● Implementation planning
(what happens next?)
● Review course content
A message from
Rebeka Rodriguez,
Civic Engagement
Manager YBCA
ACTIVITY

Building Empathy
Group exploration of civic engagement topic using pre-work
You answered...
● How do you define civic engagement?
● What are the areas you are interested in making a difference?
● What do you currently do to be civically engaged?
● How do you know that your engagement has made a difference?
● How can services help you know that you’ve made a difference?
What is Civic
Engagement?
Civic Engagement
Themes
GO!
Introductions
● Introduce yourself
● What motivated you to join the class?
● Share an experience you’ve had around being civically engaged
Quick
Break
(5min)
EMERGING THEMES

Urban Development Write on a post-it

Government the theme that
Education motivates you
Homelessness the most.
GO!
Team formation
ACTIVITY

Problem Framing
& Ideation
Articulate desired outcomes, and frame the design challenge as a
“How might we…” statement and brainstorm ideas
What are desired
outcomes around
theme?
Start individually, then share each idea as a group
Best practices for ideation
● No idea is a bad idea
● Build on each others ideas
● Move fast, get all ideas down
● As many ideas as possible!
● Respect each other
One idea per sticky!
Brainstorm ways to
help
Have an event Have an
Workshop together
Volunteer at town event
hall

Bad Good
Next, we’re going to
brainstorm solutions!
GO!
Quick warm-up!
GO!
How might we achieve
outcome through
civic engagement?
Start individually, then share and build.
Come up with as many ideas as you can!
GO!
Cluster & group ideas,
name your groups…
ACTIVITY

Narrow down your

service concepts
Next we’re going to evaluate and narrow down to top 3 ideas, then
choose one.
Service Impact
Framework
 A B C

Citizen A B C Collective

Local C A B National
Low impact High impact
C A B
on _______ on _______

Low engagement C A B High engagement

effort effort
Low effort A B C High effort
implementation impementation
GO!
Pick your top 3 ideas
and evaluate, choose 1.

Use the Service Impact Framework to evaluate your ideas

and discuss. Goal is to narrow to one idea.
Break
(15 min)
ACTIVITY

Develop your
service concept
Develop your service concept through the Service Concept Canvas.
Service Concept Canvas
Service Concept Canvas

Service Name
Name your service / brand

Future State Library

Service Concept Canvas

Description
What does your service do?

At-home ordering of library

books using app
Service Concept Canvas

Guiding Principles
Key statements that your service stands for

Convenience, promote reading,

enable discovery
Service Concept Canvas

Audience
The people you are serving (identify primary audience)

Readers of all ages, Digital

Natives
Service Concept Canvas

Motivators
The pain you are solving for your audience

Inconvenience of library
location, busy lives
Service Concept Canvas

Value
What do people get out of your service?

At-home ordering and book

delivery, suggested reading
Service Concept Canvas

Channels
How will you reach people?

App, billboards, email through

the city distribution list
Service Concept Canvas

Partners
Who will help you?

Librarians, Software
developers, City officials
Service Concept Canvas

Startup Resources
What will you need to get started? (space, materials, staff, budget, etc.)

Startup funding, library

participation, marketing budget
Service Concept Canvas

Sustainability
How will you maintain financial and resource stability?

Paid subscription model, offset

costs by city funding
Service Concept Canvas

Sketch Signature Moment

Draw a sketch of your service’s key signature moment
Sketching tips!
GO!
Fill out your Service
Concept Canvas
GO!
Share out!
Wrap-up
What we covered today
● We built empathy around civic engagement challenges & opportunities
● We crafted problem statements in the form of “How might we…”
● We generated ideas around our problem statements
● We evaluated our ideas using the service impact framework
● We narrowed to a top idea
● We fleshed out our idea using a service concept canvas
Today, we…

Empathize Define Ideate Prototype

Built empathy Framed the Generated Developed a

problem ideas concept
Tomorrow we will…
● Tell the story of our service experience with journey maps
● Learn about service blueprinting
● Choose a key scenario to blueprint
● Break our scenarios down into steps
● Blueprint our scenarios
● Learn what to do after creating a blueprint
GO!
I like, I wish, I wonder…
Share your feedback on today’s class on post-its.
Design for Civic Engagement – Day 2
d.School Pop-out // May 20-21, 2017 // Holly May Mahoney & Megan Erin Miller
Review & refresh
Yesterday, we…

Empathize Define Ideate Prototype

Built empathy Framed the Generated Developed a

problem ideas concept
Today, we are going to…

Prototype

Journey Map
& Blueprint
Course Agenda
Day One
May 20, 1:00-5:00pm
● Introductions
● Building empathy
● Team formation
● Problem framing & ideation
● Concept development
● Share out
Day Two
May 21, 1:00-5:00pm
● Create a journey map
● Intro to Service Blueprinting
● Scenario breakdown
● Blueprint your service
● Implementation planning
(what happens next?)
● Review course content
ACTIVITY

Create a Journey Map

Tell the end-to-end story of your service experience.
Define the end-to-end
journey a citizen has
while engaging with
your service.
The Service Experience Lifecycle
Journey Map
Before Begin During After

Draw

Describe

Doing -- -- -- -- -- -- -- -- -- -- -- --
Thinking -- -- -- -- -- -- -- -- -- -- -- --
Feeling -- -- -- -- -- -- -- -- -- -- -- --
 A friend I go to the
Before Used to
Doing use
tells me to website
check out and d/l
Draw library
FSL app

I’m way to I like the

Thinking busy to go Could this look of
to the be for me? this, seems
library easy
Describe
A friend tells me about Frustrated Hopeful
FSL. I go the website, Feeling that I that I may
learn about how it works don’t have have Optimistic
and download the app. books to found a
read solution
GO!
Create your journey
map
Map out the high-level phases, draw it, and break down into doing,
thinking, feeling. Tell a compelling story of the experience.
Break
(5 min)
ACTIVITY

Service Blueprinting
Break down your scenario into steps, and blueprint your scenario.
Introduction
to service
blueprinting
Before we talk about
blueprinting...
The “stages”
What is a service
blueprint?
A visualization of how a service works
both frontstage and backstage.
A blueprint visualizes...
● Actions
● Actors
● Touchpoints
● Systems
● Policies
● … and more

… over time for a particular scenario.

A blueprint visualizes...

How “Service Delivery”

creates “Service Experience”
Service Experience

The experience a customer

(or user… or citizen) has with
the service, over time.
Service Experience Lifecycle
Service Delivery

How an organization delivers the

service to its customers.
Service Management Lifecycle
Two sides of the service...
The “stages”
Touchpoint

A point of interaction between the

customer and the service.
Actor

A person in the service scenario—

either the customer, service staff, or
3rd parties involved in service
delivery.
Systems

Technology systems that support

the service.
Policies

Rules or regulations that apply to

aspects of the service.
Scenario

An iconic use case of a particular

service experience.
Our format:
“Future-State”
Blueprinting
“Future-state” Blueprinting
● Make your concept concrete
● Account for many dimensions of your service (people, touchpoints,
systems, processes)
● Generate a starting list of requirements for service development and
implementation
Future-state vs. current-state blueprints
Future-state blueprints:
● Imagine a new service
experience and how it might be
delivered
● Prototype a service concept by
visualizing its components
● A tool for assessment and
planning of new service
concepts and experiences
Current-state blueprints:
● Document the reality of service
delivery and experience
● Audit current service
experiences
● Identify opportunities for
service improvement and
innovation
More on current-state blueprinting…

www.practicalservicedesign.com/the-guide
“Future-state” Blueprint
anatomy
 Step --
Citizen --
Touchpoint --
Service Actor --
Line of visibility
Service Actor --
Touchpoint --
Systems --
Policies --
+
 Step -- -- -- -- -- -- -- -- -- --
Citizen

Touchpoint
Steps in a scenario
Service Actor

Service Actor

Touchpoint

Systems
Policies
 Step -- -- -- -- -- -- -- -- -- --
Citizen -- -- -- -- -- -- --
Touchpoint -- -- -- -- -- -- --
Service Actor -- -- -- --

Service Actor -- -- --
Touchpoint -- -- --
Systems -- -- -- -- -- -- -- --
Policies -- -- -- -- --
 End-to-End
Step -- -- -- -- -- -- -- -- -- --
Surface-to-Core

Citizen -- -- -- -- -- -- --
Touchpoint -- -- -- -- -- -- --
Service Actor -- -- -- --

Service Actor -- -- --
Touchpoint -- -- --
Systems -- -- -- -- -- -- -- --
Policies -- -- -- -- --
Blueprinting multiple scenarios
So, how do we blueprint?
Our process
Scenario
Journey Map
+ Steps Blueprint
1 5

2 6

3 7

4 8
Which scenarios should
we blueprint?
Key scenarios
●
●
“Signature moments”
Critical service experiences
Just enough
●
●
Key points on the service lifecycle
When things go wrong
perspective...
● Things you want to test and validate
Remember… A blueprint is
a prototype
What makes a good scenario?
● Choose the right “altitude”
● Where does it start, and where does it end?
● Should capture a complete service experience
What makes a good scenario?
Too small: Too big:

● Website search ● The entire service

● Create account lifecycle
● Learn about the ● Spanning multiple
service unique service
experiences
What makes a good scenario?
Too small: Just right: Too big:

● Website search ● Find, order, and ● The entire service

● Create account receive a book lifecycle
● Learn about the ● Reserve, show up, ● Spanning multiple
service eat, leave unique service
● Call, learn, act experiences
Scenario = specific, iconic use case
● You must be specific (e.g. decide whether your scenario includes home
delivery or pickup)
● If you are not specific, you cannot prototype the service delivery
● Answer this: For my new service idea, what do we imagine will be the
most common use case of the service?
Scenario = specific, iconic use case
Multiple journeys require multiple blueprints!
Breaking your scenario down into steps

-- -- -- -- -- -- -- -- -- --

Steps in a scenario
Breaking your scenario down into steps
● Define the start and end of your scenario
● What are all the steps (actions) that happen, both on the frontstage and
backstage?
Example scenario step breakdown
Future State Library: Order a book 8. Receives confirmation email

9. System processes order

1. Open the phone app
2. Searches for book title 10. Librarian finds book

3. Reviews results 11. Book gets packaged

4. Chooses book 12. Book picked up by delivery

5. Clicks to order book 13. Book delivered
6. Chooses physical book delivery
14. Open package and read book
7. Confirms order
GO!
Break down your
service scenario
Choose your scenario, and break it down into steps (place on top layer
of your blueprint).
Blueprinting anatomy
 Step --
Citizen --
Touchpoint --
Service Actor --
Line of visibility
Service Actor --
Touchpoint --
Systems --
Policies --
+
Blueprint Anatomy

Step definition
Specific action happening within
the scenario Book gets
delivered
Blueprint Anatomy

Citizen (action)
What action the citizen is doing in
this step Signs for and
receives book
Blueprint Anatomy

Frontstage
Touchpoint
What the citizen is interacting
with in this step
Delivery form
Blueprint Anatomy

Frontstage FedEx
service actor delivery
(action) Driver hands
Who (from the service) the citizen
is interacting with, and what
over book and
action they are doing
gets signature
Blueprint Anatomy

Line of visibility
Blueprint Anatomy

Backstage
service actor Librarian gets
(action)
Who (from the service) is doing
the book
something backstage, and what
action they are doing
Blueprint Anatomy

Backstage
Touchpoint Book shelves
What the service actor is
interacting with backstage in library
Blueprint Anatomy

Systems
Technical systems, infrastructure,
automation, etc. that supports the
service
Library
database
Blueprint Anatomy

Policies Privacy rules:

Any rules and regulations that are customer details
in play in this step
do not remain
with delivery
driver
Blueprint Anatomy

+?
Add your own layers!

...
 Step --
Citizen --
Touchpoint --
Service Actor --
Line of visibility
Service Actor --
Touchpoint --
Systems --
Policies --
+
 Step -- -- -- -- -- -- -- -- -- --
Citizen

Touchpoint
Steps in a scenario
Service Actor

Service Actor

Touchpoint

Systems
Policies
Top to bottom Left to right
Step -- -- -- -- -- -- -- -- -- --
Citizen -- -- --
Touchpoint -- -- -- Use the
Service Actor -- -- layers as a
Service Actor -- checklist for
Touchpoint -- each step
Systems -- --
Policies --
 Step -- -- -- -- -- -- -- -- -- --
Citizen -- -- -- -- -- -- --
Touchpoint -- -- -- -- -- -- --
Service Actor -- -- -- --

Service Actor -- -- --
Touchpoint -- -- --
Systems -- -- -- -- -- -- -- --
Policies -- -- -- -- --
Example as warm-up
GO!
Blueprint your
scenario!
Create a service blueprint of your future-state scenario.

(take breaks as needed)

What
happens
next?
Planning across the lifecycle…
How will you implement?

How will you deliver?

How will it be adopted?

Service Management Lifecycle
Implementing your service
● Securing resources
● Business model
● Service availability
● Operational process design
● Support model and process design
● Specific touchpoint design
● Compliance, security, accessibility.
● Development, testing
● Launch, marketing, training, change management
● …
Immediate steps after
blueprinting…
Identify blockers (add layers)

Adoption Implementation
blockers blockers
 Step -- -- -- -- -- -- -- -- -- --
Citizen -- -- -- -- -- -- -- -- --
Touchpoint -- -- -- -- -- -- -- --
-- --
Service Actor -- -- -- --

Service Actor -- -- --
--
Touchpoint -- -- --
--
Systems -- -- -- -- -- -- -- --
Policies -- -- -- -- --
Harvest your blueprints for:
● Roles & responsibilities
● Policies/rules to define
● Touchpoints to create
● Space requirements
● Processes to define
● Design requirements
Create a plan!
● Who will do what? (RACI)
● What is most important to implement first? (backlog prioritized)
● How will you roll it out? (roadmap timeline)
● How will you communicate it? (communications strategy)
● How will you measure your success? (KPIs)
● How will people need to change? (change management plan)

You now have the ingredients, go forth and make it happen!

GO!
Discuss with your
team… What are your
top blockers?
GO!
Share out!

Walk and talk! 5 minutes each team

Wrap-up
What we covered today
● We told the story of our service experience with journey maps
● We learned all about service blueprinting
● We chose a service scenario to blueprint
● We broke our scenario down into steps
● We blueprinted our scenario
● We learned what comes next after a future-state blueprint
Your new toolkit!
● Problem statements (“How might we…”)
● Ideation
● Clustering
● Dot voting
● Concept evaluation (Service Impact Framework)
● Service Concept Canvas
● Journey Mapping
● Service Blueprinting
Real-world applications
of service design
Going further with service
design
Service Design Resources
● Service Design 101: Books, links, and templates (
http://www.practicalservicedesign.com/service-design-101)

● Practical Service Design community (

http://www.practicalservicedesign.com/community)

● Service Design Network (conferences, meetups, resources) (

https://www.service-design-network.org)
GO!
I like, I wish, I wonder…

Share your feedback on today’s class, and the class overall on post-its.
GO!
d.school class
feedback
Anonymous feedback for the d.school –

https://goo.gl/forms/Y7TwqjA1N2AsAcqO2
Stay in touch!

Holly Megan
holly@dschool.stanford.edu meganem@stanford.edu
@hollymaymahoney @meganerinmiller

Thank you!
Holly & Megan