The Public Manager Magazine Article
Member Benefit
Applying Design Thinking to Citizen Service
Kelly Marie Smith and Lisa Gross write about design thinking, and how to apply it serving customer needs. Design thinking uses design research, an immersive and intensive observation of customers, to study their behaviors. It also synthesizes data gathered from the research to identify patterns, trends, commonalities, and causation. Then, the data is distilled to the customers’ functional, emotional, and psychological needs, which serve as a guidepost for idea generation.
Mon Jun 15 2015
It's a customer-driven world out there. As customers ourselves, we know this is so—but as service providers in government, we don't quite know how to respond to, let alone harness, the power and influence now in our customers' hands.