DAY TWO – OCT 3rd 2015 at Global Service Design Conference NYC AFTERNOON SESSIONS / / SYSTEM CHANGE / CULTURE CHANGE more info at: http://bit.ly/1Sr1Dkb

1. Transforming the
Ministry of Manpower
with Design and Data
Hefen Wong | Ministry of Manpower, Singapore
October 3rd, New York City

2. Hello, it’s MOM.
Hefen Wong
Behavioural Insights and Design Unit
Ministry of Manpower

3. Starting
Out
Making
Progress
Scaling and
Sustaining

4. Starting
Out

5. We had speed and efficiency,
but…what about the customer experience?

6. We talked to our customers and our staff

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

8. They even created their own forms
to navigate our processes

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.”

11. What We Did

12. We Changed The Way We Looked

14. Clear Helpful Human Firm
When we need to be
We Changed The Way We Sound
(MOM’s new tone of voice)

15. We Changed The Way We Talk
New$

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
“

18. Iterative Process

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
“

21. Making
Progress

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

24. Messenger
Incentives
Norms
Defaults
Salience
Priming
Affect
Commitment
Ego
Understand
users and depts’
needs
Design
solutions
Test
to know
what works
1
2
3
EASY
ATTRACTIVE
SOCIAL
TIMELY

25. Randomised Controlled Trials

26. Tax Levy Trial
We wanted to encourage employers of foreign
domestic workers to pay their levies promptly

27. TreatmentControl $

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

30. Career Centre Trial
We wanted to help job seekers
find employment

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

32. Booklets broke down job search process
into smaller tasks – ‘chunking’

33. Treatment
Control $

34. Potentially translates to 4,500 more
job seekers finding a job within 3 months
of visiting the centres

35. Scaling
and
Sustaining

36. Building New Habits

37. Leaning On Our Partners

38. Creating Change Together

39. What We
Have
Learnt

40. Start small,
build confidence
Show others that
it can be done

41. Work with the right friends
(and bosses)

42. Be brave.

43. Thank You.
Hefen Wong
Ministry of Manpower
wong_hefen@mom.gov.sg