uxsg2014 workshop (day 2) - redesigning the service centre experience (yeo see meng)

A Great Workforce A Great Workplace

Yeo See Meng

Senior Assistant Director

Customer Experience

Redesigning MOM’s Service Centres

Singapore. Powered by people

2

Ministry of Manpower

• Formulates and implements policies on

manpower and employment

• 2.6 million work pass transactions a year

• Immigration and employment rules are very

complex

3

Our Purpose

To regulate and facilitate the

employment of foreigners in

Singapore

Work Pass Division

Efficient Handling large amounts of transactions faster

than any country

Responsive Meeting the needs of the Government, Industry

and Stakeholders

Accessible E-services available anywhere

For 10 years, we strove to build

a world class processing system

Employment Pass Service Centre

Fingerprinting - a new security

requirement

First encounter with Singapore

bureaucracy for foreign talents

and their families

An opportunity to design for

service

Singapore, you

want my

fingerprints?!

From the customer’s lenses

8

Research & ideation

Prototyping together with our vendor

Design principles that focus

us to meet the unmet needs

What if a government office

did not feel like one?

Putting it all together

Complex Check-in

One decision at a time

Queue by names

More personable service

More personable service

Treating every one the same

& planning for the worst case

260 211 199

Space Planning for worst case

scenario (2008)

Family Cabanas: Catering to the

needs of different customers

Make waiting useful

Our performance improved with design

More than 96% of customers were satisfied or very satisfied with our level of service

Before 2011 85% of customers served within 30 minutes

Today < 95% of customers are served within 15 mins Longest waiting time not more than 30 mins

"I'm very excited, it’s like I'm in a

fairy tale. Very nice place and

everything seems at the right

place. Very beautiful."

Mr Gregorio Navarro Manuel, Jr

Next project :

Work Pass Card Registration Centre

The ‘old’ Work Pass Services Centre

Foreign workers are completely lost

Confusion and anxiety

Registration is disjointed and inefficient

Redesigned WPSC

Learning

Zones

Appointment Kiosks

@ Arrival Hall

One-Stop

Registration

Work Pass

Card Registration

Shifts in the new WPSC experience

• Lost

• Separate and disjointed process (average >45 mins)

• Full service model only

• Cluttered and chaotic place

• Communication by proxy

• Regulator/Processor

• Aware

• Integrated seamless process (average <10 mins)

• Full service model + self service model

• Open and calm space

• Direct communication

• Facilitator/Partner

Letters in native language

Communicating in a clear,

helpful, human way

40 16

Letters in native language

90% of customers surveyed rated an

improvement in clarity & understanding

34.4% 34.1% 33.7% 31.4%

56.5% 54.5% 52.9%

58.0%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

The design of the new letters is much clearer

The new letters are easier to understand

I like the way the new letters are

written

Overall, the new letters are better than the old ones

Strongly Disagree

Disagree

Neutral

Agree

Strongly Agree

17

Key Learnings

The power of story telling

Seeing is believing

Giving ideas time to grow

Use small successes to rally people

Customers

A revolutionary change in their experience

of us (without compromising efficiency)

Staff

Happier staff spending more time on value added

service and less time spent on service recovery

Policy makers

More informed policy makers to support a more

seamless experience from policy to customer

Sharing & Discussion