Diseñando Servicios Públicos

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    ...encouraging the useo design to add value toour goods and services andGovernments inter acewith the public...

    Policy Agenda, the 2008 09 Policy Address

    Donald Tsang , Chie Executive,The Government o the Hong Kong Special Administrative Region

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    Foreword 3

    Message rom the E ciency Unit, The Government o the HKSAR 4

    Message rom the School o Design, The Hong Kong Polytechnic University 5

    Introduction 6 7

    Project Background 8

    Project Scope 8

    Design Process 9 23

    The Projects

    Everybody In 24-hour job-search service 24 27(Gold Awardees) Han Chao & Zhou Sheng

    iHub A job shopping experience 28 31(Silver Awardees) Gao Lin & Michelle Li

    Career Community Community-building job-seeking systems 32 35(Bronze Awardees) Cheng Ting, Liu Xinghua & Omar Ramirez

    FlexiSpace Flexible career training space 36An Wa & Zhang Min

    360 Service All-around job-seeking service 37Chen Yi & Zhang Ziran

    eMatch Online job-matching service 38He Jianting & Wang Rui

    Extended Service Easy job-seeking experience, even at the MTR 39Jacqueline Mui & Wang Geng

    Presentation Day 40 41

    Judging Panel & Awards 42 43

    Afterthoughts 44

    Glossary 45

    Acknowledgements 46

    The project was executed by the students o Master o Design (InteractionDesign), School o Design, the Hong Kong Polytechnic University, as part otheir coursework. The observations made, data collected and conclusionsdrawn as reported in this publication are o the students. The publisher isnot responsible or the validity o the data or their interpretation.

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    The success o public services is increasingly measured by their ability to respond to the needso the users. To do that, both the people who deliver services and the people who use themhave to be e ectively engaged. This collaborative approach requires those in the public sectorto take innovative approaches to the design o its services.

    Design is much broader than aesthetics. It is a planning and development process,trans orming abstract ideas and concepts into desirable products and services. A user-centreddesign approach, with its tools and methodologies, can help us develop consumer insights,rede ne problems and create systematic solutions. Designers emphasise empathy. Theirobservation skills and visualisation tools can work well together to develop an insight ul,

    inclusive set o solutions that e ectively balance the unctional and emotional needs o theusers. They are ideally suited to the development o people-centred services.

    As an organisation devoted to promoting the wider and more strategic use o design in thebusiness and public sectors, Hong Kong Design Centre (HKDC) is happy to be a key partnerin delivering the governments innovation agenda. The Policy Address 2007-08 stated thatthe HKSAR government would undertake to integrate and enhance the employment andtraining services provided by the Labour Department, the Social Wel are Department and theEmployees Retraining Board. This pilot project to provide a one-stop employment and trainingsupport service is a response to this end. It is a terri c illustration o how design can helpimprove public services by nding new ways to tackle challenging issues.

    HKDC is excited to work with the E ciency Unit o HKSAR Government, Kaizor Innovationand School o Design o The Hong Kong Polytechnic University to orchestrate this meaning ulproject, which I believe will o er policy makers and civil service executives a vision and abreakthrough approach or the trans ormation o public services.

    This publication, documenting the process o conducting the project, shows how design-speci c competences can be systematically developed within the civil service. For thosereaders in the business sector, we hope this publication can also help them get inspired toinnovate and to come up with new goods, services and experiences or their customers.

    Allan ChiangChie Executive O cerHong Kong Design Centre


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    During my days in university, the discipline o service design, let alone public service design, was unheard o . Therewas also no visible demand to benchmark public services against those delivered by the private sector.

    But times have changed. The lack o a pro t incentive is no longer an excuse or the public sector to remain provider-centric. The act that we do not need to worry about maintaining pro tability or attract repeat customers does notcondone caring less or the publics desire or interest in working with us. This implies a paradigm shi t. We are still inthe middle o this transition.

    In recent years, a key direction rom government service has been to raise the general quality o public services, tomeet peoples expectations. The emphasis is on customer service. We have worked on the various components in ourservice delivery, including per ormance pledges, complaint handling, as well as customer management. But one keyarea we have only begun exploring is Service Design.

    I am pleased to have the opportunity to collaborate with the Hong Kong Design Centre, The Hong Kong PolytechnicUniversity and Kaizor Innovation, as well as the Labour Department, the Employees Retraining Board and the Social Wel areDepartment, to apply Service Design to the one-stop shop initiative, covering both employment and training services.

    This experimental project shows that Service Design places particular emphasis on seeing through the eyes o auser, in order to understand whether a service is accessible, convenient and user riendly or not. The results are veryencouraging and the participating departments are impressed with the creative ideas generated rom the project.

    I would like to take this opportunity to express my gratitude to all the parties involved in this project. Let me alsocongratulate all the student teams and the winners who have given an innovative touch to the processes involvedin a long-standing government service. Their ideas covered all aspects o customer inter ace, ranging rom theenvironment and ambience, process integration through technology, joined up services and more.

    This is a very promising start and we need to bring to ruition the bene ts o adopting Service Design in the publicsector. The E ciency Unit will continue to promote this approach and assist departments to deliver more customer-

    ocused government services.

    Message FromE fciency UnitThe Government o The HKSAR

    Kitty ChoiHead, E ciency Unit, The Government o the HKSAR

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    Firstly, we would like to congratulate the cohort o Masters o Interaction Design 2008-09 students or their hard work andaccomplishment in this sponsored project. As a new topic in design, Interaction Design is spreading its infuence in manyareas o design practice, including Service Design.

    In keeping with the Universitys humanistic philosophy, Interaction Design at PolyU is practiced as a new approach in design,one that centres on human needs and problems, and or creating value that is in both the business and social contexts.Instead o developing tangible or digital products to support peoples utilitarian or emotional needs, Interaction Design ocuseson developing meaning ul relationships between people and their surroundings, which may include objects, the physicalenvironment, other people, or even systems. Products are no longer outcomes o a design process, but means or supportingdesigned relationships.

    In this project, students created various service solutions to support the job-seeking e ort that Hong Kongs populace wasundertaking, supporting the interaction between job-seekers and the designated government agencies. In order to develop

    appropriate services, where e ciency and mutual satis action are crucial, students showed great concern and sensitivityto both the job-seekers and the sta who serve them. Research was conducted to identi y problematic areas and needso people, technology and space integration, and at the micro levels o a simple job card or screen inter ace design. Theseare evidence o their deep understanding o Interaction Design and its great potential in our everyday world. Furthermore,important social values were revealed through both people-centric concepts and the developmental process, where thedi erent types o job-seekers and government agencies were invited to share their concerns and make suggestions.

    Finally we would like to express our appreciation or the support rom the Hong Kong Design Centre, the E ciencyUnit o The Government o the HKSAR, Kaizor Innovation, the Labour Department, the Employees Retraining Boardand the Social Wel are Department. The openness and acceptance o new approaches in design rom governmentagencies is a great encouragement to the students and to the design community. In the whole process, rom initiatingthe collaboration to ollowing through in every class, and then this nal publication, the HKDC team led by SusannaPang has acted with enthusiasm and pro essionalism as a great coordinator between various parties and our school. MsElaine Ann, President/ CEO o Kaizor Innovation, was invited as a guest lecturer to lead this project. Ms Ann is a greatteacher and project manager and she integrated the educational goals and pro essionalism o this project very well.

    Xin XiangyangLorraine Justice

    Xin Xiangyang, PhDProgramme Leader, Master of Design (Interaction Design),School of Design, The Hong Kong Polytechnic University

    Lorraine Justice, PhDDirector, Swire Chair Pro essor, School o Design, The Hong Kong Polytechnic University

    Message FromSchool o Design,The Hong Kong Polytechnic University

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    User-Centred Design as anApproach toDesigning InnovativeNew Products & Services

    Design as most people in Hong Kong know, can be about ashion, graphic arts, jewellery and more. These are a design based inaesthetics and is decorative in nature, where the creative output is mainly based on a designers sel -expression and subjectivity,something closer to art. However, in advanced economies such as the U.S. and Europe, because o the advent o technologies likecomputers, complex electronics and the Internet, a new approach to design has emerged: User-Centred Design.

    Such an approach to design is ocused on the ultimate needs and experience o the end user, whether it be Appleswildly success ul and user- riendly iPods and iPhones, one-click and easy-to-buy transactions through websites likeAmazon.com, our easy-to-use ATM machines, an e cient check-in process at Cathay Paci cs check-in counters, or anun orgettable and com ortable stay at the Westin Hotel. These are all the result o well thought out designs, designs

    ocused on the users experience.

    Rather than a separate design discipline, User-Centred Design is actually an approach to design that encompasses all o thetraditional design disciplines, one that can be strategically applied, as in the example o Apples user-centred approach to itsbranding, products, packaging, so tware, web site, displays and store designs. These all work to create a uni ed and seamlessuser or customer experience.

    User-Centred Design is an approach that is methodological, research-based and interdisciplinary in nature, one that integratesthe elds o psychology, anthropology, design and technology. Because o its departure rom traditional arts-and-cra ts designapproaches, User-Centred Design, when used as a strategy, creates immense business value or increasing businesscompetitiveness, improve e ciency, and create highly di erentiated product and service innovations. Design is no longer asubjective and aesthetic opinion, but now has research to back up and justi y the decision-making process. This gives immensepower to designers, and such an approach to design has been adopted as mainstream design practice in the past 20 years inmajor multinational companies such as Nokia, Apple, Hewlett-Packard, Samsung, Motorola and others.

    In this publication, you will see terms such as User Experience, Interaction Design and Service Design, all of which stemfrom a User-Centred approach to design . As this approach is relatively new, terms are also evolving as we speak. User Experiencedescribes the various touch points users have with a product, service or company. Interaction Design originally developed as aresponse to understand and design how people interact with technologies. With the advent o computers, however, as they movedbeyond the desktop screen and into various consumer electronics, home appliances, automobiles, smart homes and even massagechairs, the de nition or Interaction Design is now broader than ever be ore. And recently, with developments in more advancedeconomies that moved them away rom manu acturing products and into services, User-Centred Design as an approach has seepedinto redesigning Services and Public Policies as well. Hence, Service Design . The project in this booklet is a Service Design project orredesigning the job-seeking experience by using a User-Centred process and methodology.


    Elaine AnnCourse Leader, Visiting Pro essor, School o Design, The Hong Kong Polytechnic UniversityPresident/ CEO, Kaizor Innovation

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    The value o such an approach is best captured rom government spokespeople rom various European countries. JrgenRosted, one o the most infuential policy advisors in Denmark under the Danish Ministry or Economic and Business A airs,stated that, Companies need to be more innovative and they need to make disruptive innovation. i.e. new concepts or solvingreal problems. Companies there ore ask or advice on what to produce and no longer only how to produce. Design playsa crucial role in shaping new concepts, and therefore design plays an important role in the transformation towardsan innovative and knowledge based economy . Special attention will be given to the importance o involving the user inthe innovation process and how the user should be involved i the innovation process should be both systematic and marketshaking. Similar cases have also been seen in the UK, where the government collaborated with the UK Design Council tobring in designers to work with ront-line sta and users to overhaul the new Adult Advancement and Career Service. As theMinister or Innovation in UK Ian Pearson believes, Building design into the services of local authorities and Governmendepartments is going to be important for the future . The contribution o design to innovation hasnt been emphasisedenough until now, but user-led innovation always clearly demonstrated the importance o design in developing new products,processes and new ways o working.

    Back in Hong Kong, it is a precious opportunity that the E ciency Unit and various departments / agency o the Hong KongGovernment have had the open-mindedness to experiment and explore how this User-Centred approach in design caninspire innovative avenues or improving public services. This booklet is the result a ter a pioneering collaboration betweenour company, Kaizor Innovation, the Hong Kong Design Centre, the Hong Kong Governments E ciency Unit, the Hong KongPolytechnic University, the Labour Department (LD), the Social Wel are Department (SWD) and the Employess Retraining Board(ERB), where the concept o User-Centred Design was brought into Hong Kongs Government public services. A team ofMasters students at the Hong Kong Polytechnic Universitys Masters Design course visited and observed 3 differentgovernmental departments / agency, including the Job Centre (JC) of LD, the Training cum Employment ResourceCentre (TERC) of ERB, and the Social Security Field Unit (SSFU) of SWD, to conduct research on Hong Kong joband the staff who served them .

    It was through the researchers observations during actual job searches and in the centres / units o these organisations that

    they received their direct understanding o the needs and experiences o what happens when people look or work in HongKong. These insights served as a springboard or innovating service concepts on how to improve the job-seeking experienceand addressing unique local needs. The teams also created uture scenarios in the orm o stories, animations and videos asa way to easily communicate their unique concepts. This method is unheard of in the traditional marketing approach, ontypically based on textual descriptions . The proposed conceptual solutions included spatial designs, new ways or accessingjob in ormation using advanced or existing technologies, and new and compelling services to make job searches much moree cient, e ective and even desirable.

    The success ul collaboration between the parties is very encouraging, and we hope this booklet will urther promote a User-Centred approach by businesses or the public sector. The end result is to help service providers add value, increase e ciency,enhance competitiveness, and extend Hong Kongs position as a creative and innovative design hub in Asia.

    Last but not least, I thank the partner organisations or their brave and tireless e orts in supporting this project and the ul lmento this booklet. I extend a special thank you to the hard-working Masters students who helped conduct the research andconceive valuable improvement ideas or our public services. This will both help advance this branch o design in Hong Kong,and help the untold users who search and nd the next stop on their career path.

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    Project Background

    Report of the Commission on Poverty 2007 Made a number o policy recommendations on

    alleviating poverty and promoting sel -reliance. One o the recommendations is: Review holistically

    how to achieve the target o one-stop shopin the provision o employment assistance , so thatthe able-bodied persons, especially those who aredi fcult-to-employ can access relevant trainingand employment assistance easily.

    Policy Address 2007-08 Paragraph 77: Examine how to rationalise, integrate and enhance

    the employment and training services currentlyprovided by the Labour Department, the SocialWel are Department and the Employees

    Retraining Board. Launch a pilot scheme to trial the one-stopemployment support mode.

    Obtain a general understanding o the employment and training servicesrom the perspectives o external users (job-seekers) and internal users

    (service providers). Develop conceptual ideas which will:

    - Enhance the user experience o job-seekers- Improve the operational e fciency o public services

    Project Scope

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    Design Process

    * Please re er to page 45 or a glossary with defnitions or these terminologies.

    Observations- People

    - Environments- Facilities

    Interview with users

    - Staff

    Defining Personas

    BrainstormingMind mapping



    Concept Developme

    Information ArchitectInteraction Design

    Interface Design

    Information Design

    Product Design

    Spatial Design

    Human Factor Studi

    Discover Design

    - Job-seekers

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    Difference betweenDesign Research andMarket ResearchPredictive market research is used by marketing

    to gauge the size o an opportunity. It is primarilya validation tool. Design research is an inspirationtool . Designers gain empathy by looking at theworld through other peoples eyes in order tounderstand things at social, cultural, cognitive,emotional, and physical levels.

    Tim BrownCEO, IDEO


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    People: Understand needs, issues, andexpected value rom both job-seekers andinternal sta members who provide job-seeking support.

    The ollowing were the snapshot observations made by the students during their 1-2 days visits to the JC, SSFU and TERC, which should not be taken as representing the typical/actualsituation.

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    Environment: Understand how di erentspatial arrangements and way- ndingsystems may a ect job-seeking experience,and the interactions between job-seekersand sta .

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    Facilities: Examine how acilities withdi erent levels o technological complexitycan accommodate the needs o di erentgroups o job-seekers, and increasee ciency in the process.

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    Interview with Users

    Interview with Job-seekers: Learn romthe immediate target users on their currentjob-seeking experience, areas that can beenhanced, and things that work well orthem; encourage target users to share theirvision on pre erred uture alternatives.

    Interview with Staff: Understand internalsta s needs and concerns ordeveloping uture concepts; learn aboutpotential constraints and limitations; andbetter understand the causes o some othe issues.

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    Designing User ExperienceService Design concentrates oncreating a unctionally and emotionallysatis ying experience .

    Birgit MagerPro essor o Service Design, Koln International School o Design,Cologne University o Applied Sciences, Cologne, Germany

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    Defning Personas

    Group 2:Medium level of support

    Group 1:Self-help/minimum level of support

    Group 3:High level of support


    - Highly motivated.- Wide range o job seekers under di erent

    age groups, education levels and skills.- Some with necessary skills and education.

    - Low motivation.- Low skills & low education level.- Low sel -esteem.- Long-term social wel are recipients.- May need assistance to overcome personal

    and amily issues.- May have nancial troubles.

    - High-to-medium motivation.- Low skills & low education level.- Have limited work experience.- Displaced workers.- May need assistance in career counselling.- May need assistance to instill change to


    I can helpmysel .

    I need abetter job.

    Im avictim.

    I haveno skill.

    I have noeducation.

    I want toswitchindustry orjobs. I want to

    upgrademy skills.

    I dont wantothers to knowIm looking orjobs.

    How can Iapply or ajob on theweb?

    I dont evenhave acomputer athome!

    I just wanta job.

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    Mind Mapping




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    Designing BetterPublic Services I you put the money in, public serviceswill improve, but it will be incremental, nottrans ormational, especially i you are puttingmoney into services that are themselves badlydesigned. You have to innovate and one o thebest ways to do that, I believe, is to use design

    Sir Michael BichardChairman, Design Council UK


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    Concept Development

    Inter ace DesignInteraction Design

    In ormation Architecture


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    In ormation Design

    Product Design

    Spatial Design

    Human Factor Studies

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    HAN Chao&ZHOU Shen

    Gold AwArdees

    Eve ybody In24-hour job-search service


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    dESIgN gOAlS

    This project aims to propose a new job-seeking experience to di erent job-seekers currently served by various government departments / agency,including the JC, TERC and SSFU. A combined one-stop shop service was developed to address the needs o di erent groups o job-seekers, toachieve better coordination among the unctions and responsibilities o di erent governmental agencies, and to increase the e ciency between thedepartments.

    Our project adopted the principles o Inclusive Design - a design approach that takes into consideration a broad-spectrum o users including all thedi erent groups o users and their needs. A people-centred approach ocusing on the user was also adopted by developing concepts based on results

    rom User Research. This involved understanding users needs and including end users eedback on desired solutions.

    Our nal designconsists o threeparts:1) 24-hour access job

    in ormation pillarsand kiosks in asemi-open spacearea;

    2) A more private areathat streamlinesthe job-seekingprocess (CaseManagement);

    3) Training area orjob-seekers to takecourses or selimprovement andskills upgrading.


    Streamlined Job-Seeking Case Management Area

    24-hour AccessJob Information Pillars

    Training Area

    24-hour AccessKiosks

    One o the key insights rom User Research is that Hong Kong people work long hours and hence a ter o ce hours service is necessary to cater to theirbusy lives. The semi-open space is thus proposed so that it can serve job-seekers 24 hours a day, allowing people who are busy during the day to cometo the One-stop Centre a ter working hours or during weekends. The job in ormation pillars in the semi-open space area provide more basic-level jobin ormation to Group 2 and Group 3 users, delivered through the traditional medium o paper job cards with fat TV on top showing industry in ormationand brochures displayed at waist level. The 24-hour job in ormation kiosks would potentially ul ll the needs o all types o users. The kiosks unctionslike ATM machines where people can access job in ormation via easy-to-use touch screens.


    Kiosks In ormation Pillars


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    The streamlined job-seeking case management system provides guidance throughout the whole job-seeking process and is mainly catered to Group 3users. It is a service that includes 1) a simple job selection card or users to ll in, 2) a card reader that connects to a back-end system that processes job

    in ormation submission rom the card 3) an automated newsletter-like printout is generated which in orms job-seekers suitable jobs, events and starecommendations based on individual pre erences submitted. Since this process o updated job in ormation is automated, sta resources could be usedmore e ciently and more users could bene t.

    Entrance to the streamlined job-seeking case management area

    Taking application cards Filling in the card Taking the card to the card reader Receiving a customised newsletterlike printout containing job in ormand sta recommendations


    ApplICAtION CArd

    The application card uses the same technologyconcept as the current one used by HongKongs Mark Six lottery card system. Userssimply mark the box with pen or pencil, andthen the card reader reads the applicationin ormation. This concept is low-tech and alsuser- riendly.

    Job Card Design

    JOb-SEEkErS INfOrmAtION bOArd

    Provides job-seekers in ormation to companies via both the job-seekers in ormation board and alsothe Labour Departments website.


    Job-seekers need employment and employers need to nd the right employees. The notion o sel -promotion can create mutual communication between job seekers and employers, thus providing atwo-way communication channel.

    In ormation Pillar design

    TV showing how peoplework in this industry

    Displays the name of the industry

    224 job cards displayed

    Brochure rack

    Provides guidance to


    Basic job informationdelivered by low-technologymedia

    Provides guidance for choosingrelated training

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    iHubA job shopping experience

    gAO lin&miche e lI

    sIlVer AwArdees


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    The communal area promotes socialinteractions, where peers can motivate eachother in the job-seeking process and providemoral support to one another. The space also

    allows better interaction between job-seekersand Centre sta in a riendly way like in a co eeshop.

    The reception desk is located at the entrance othe centre, where service sta greet visitors asthey enter. First-time visitors receive a WelcomeBag that is lled with brochures, and they

    get help with the registration process and inrecording their in ormation onto a smart card.


    Maps and displays are clearer and more visibleat the entrance. Using large type and easy-to-understand signs so users can easily nd theirway around.

    A digitised job-card wall grouping jobs bycolour. Connected to a centralised database,job postings are accessed and updated as theychange, keeping in ormation up-to-date.

    dESIgN gOAlS

    Based on the common goal o in ormation sharing, the solutions we designed bridge technology, the environment and in ormation delivery. These goalsincluded: more visible, accessible and understandable in ormation more user- riendly and simpli ed digital inter aces centralised in ormation through an appropriate database

    enhanced communication among job seekers, sta , and employers


    We proposed a new brand or the One-stop Centres communications, using bolder icons and colour schemes. These changes ranged rom displays andmaps to in ormation and computer inter aces. The One-stop Centre combines all the services that meet the needs o all our user groups. Our designsaim to make in ormation easier to see and read, uses larger ont sizes with big blocks o colour, and has recognisable icons that work better to simply,easily and quickly deliver in ormation to the job-seeker.


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    The job-in ormation hub rede nes the concepo kiosks by providing a seating arrangementthat lets sta circulate and help users who maneed assistance.

    JOb SEEkEr INtErfACE

    The kiosk inter ace is extremely easy to use, mainly designed or users with little computerexperience. For searching jobs, there are two options available: browsing and searching. Thebrowsing unction is an interactive alternative to the digital job board, so users only need to browseand select what appeals to them. Users can apply or a job directly at the kiosk by simply swipingtheir smart card, which immediately submits their personal data.

    The website highlights the job-search unction and lets users browse jobs by category. Visitors canalso build an online resume and access career centre resources. The search results page let usersre ne their results by title, company, job type and education. A ter selecting a job to view the details,the user can apply or the job online.

    JOb INfOrmAtION HUb kIOSkS

    The inter ace design or kiosks and the website are clean, user- riendly and easy to use. Weeatured a Web 2.0 style o design, where in ormation is better shared and social networks are

    created to enable a richer user experience.

    StAff ENtrANCE INtErfACE

    Additionally, sta have their own internal

    website that allows them to manage job-seekers, employers and job postings. Stacan edit jobs posted by employers and updatein ormation be ore publishing to the public sites.

    EmplOYEr INtErfACE

    The employer site allows employers to post andmanage jobs, as well as search or candidates.

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    Ca ee Co uni yCommunity-building job-seeking systems

    CHENg tinlIU Xin hua &ra i ez OmAr

    Bronze AwArdees


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    Home Page The By Industry button By selecting the Occupation tab, the user cansee the positions available and also the numbero jobs within each category. Then, the Salaryoption is re ltered based on the selectedOccupation.

    The Job locations This is important as one o the

    insights rom User Research is that most o thejob-seekers who nds jobs at the Job Centre arerelatively low income groups and hence they optto nd jobs near their residences or cost reasons.


    Here, we propose a new inter ace that is designed to better meet the users needs. We oresee that this inter ace will be eatured in both the kiosk andthe website.

    The Search option A List o jobs


    The graphic and hierarchical design o the JobCards categorises the most important in ormation,based on colour and ont size to better acilitatethe search.

    When job-seekers require assistance, they cannow simply select the Assistance button directlyon the kiosk inter ace. Instantly, the sta membersees the users request and can attend to it easily.

    Also, we suggest locating all the acilitiesincluding computer terminal or sending emailand resume, phone, ax, and printer together tocreate a more e cient work experience or thuser. In addition, by designing the work stationso that they are next to each other, it createsa work-community rom which a sense ocommunity may be built.

    sales assistant

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    Fl x SpaFlexible career training space

    3/F Service Flow

    A ter examining di erent possibilities, our team decided to ocus on maximisispace utilisation, thus improving the job-seeking experience.

    Floor PlANS

    In addition to clear mapping and displays,we separated job seeking (3/F) rom training(4/F), and used colour codes to rein orcethe di erent unctions carried out on thedi erent oors. Green is or job-seekers, onthe third oor, and blue is or training, on the

    ourth oor.

    KioSK AreA

    The new kiosks will allow users to sit while using thekiosks. This is supported by hand-writing input devices

    or a more natural, smoother person-to-machineinteraction. While job-seekers can use their job ID cardsto record their personal job-related in ormation, potentialemployers can also access the system to fnd desirable


    PUBlic TrAiNiNG AreA

    On the ourth oor, a exible space with curtained walls hanging romthe ceiling is designed to orm temporary spaces or accommodatingdi erent training programmes.

    Curtained walls can also be used as screens or projection.

    4/F Service Flow

    AN wa&ZHANG M n

    Public Traning Area


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    360 S vAll-around job-seeking service

    Guidance Service:Provide additional help desks and servicecounters.

    Keep Low-Tech Facilities:While high-tech is o ten used as a strategyto increase e fciency, keeping low-techdevices such as job cards posted on walls isalso important to accommodate the needso job-seekers who are less com ortablewith using computers or the Internet.

    Volunteers: A volunteer programme not only helpsincrease needed manpower, but alsocreates a positive social network with asense o care, love and responsibility.

    After-Class Tutoring: Job-seekers who participate in the trainingcourse o ten need a ter-class tutoringin order to digest the in ormation romintensive training sessions. Providing thistutoring can help rein orce learning and

    increase competencies.

    Enhanced Hardware and Software System: An enhanced hardware and so tware system enablesservices to be delivered everywhere and anytime byestablishing newspaper/magazine in ormation; displaying jobin ormation at community centers, shopping malls, publiclibraries, and others; and developing in ormation-rich onlineprogrammes, distance learning and so on.

    Counselling: Counselling and emotional supportare very important to those whomay be depressed, lack confdence,or have heavy amily responsibilities.

    FroM oBJecTS To ServiceS

    Our goal was to make these kiosks, job cards, and newspapers use ul and accessible to job-seekers, and to build enhanced hardware and so twaresystems to urther support a more holistic service to serve di erent job-seekers.

    Through an evolving research, design, and eedback gathering process, we developed the ollowing strategies:

    We identifed the users needs in our main areas:1. Most pre erred easy-to-access acilities.2. Many pre erred low-tech acilities to receive job in ormation.3. Some needed tutorials a ter their training courses.4. Some needed counselling and emotional support.

    cHeN Y&ZHANG Z an

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    Mat hOnline job-matching service A ter conducting research at the JC, TERC, and SSFU and interacting with job-seekers, we ound that increased e fciency and emotional support were the mostcommon expectations shared by di erent o job-seekers.

    Service BooKiNG SYSTeM

    Job-seekers to select and make anappointment with any available o fcer at theOne-stop Centre, which not only saves timebut also promotes job-seekers confdence andthe riendliness o services.

    redeSiGNed KioSK iNTerFAce

    The new kiosk reads the personal job ID

    card, records job-seeking history, developsan understanding o individuals job seekingpre erences, and supports quick and relevantjob matching.

    volUNTeer ProGrAMMe

    Volunteers would help others, share personal experiences, give advice and provide emotional support. Such a community programme would signifcantlyease the anxiety and di fculty experienced by job-seekers.

    SelF-ProMoTiNG ProGrAMMe

    This programme encourages job-seekers to actively promote themselves at the Centre. This would include advertising, giving speeches, orbecoming volunteers, which helps develop confdence, provides better sel -awareness, lets people eel acknowledged and sheds negative sel -image, and helps people fnd suitable jobs.

    He J ant ng&

    wANG ru


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    ext nd d S vEasy job-seeking experience, even in the MTR

    Through our research we ound that con usion and rustration with technolis a common issue. Some are willing to try new technologies but eventually

    rustrated; some can learn the technology and operate the machines with suprom sta members; and others eel completely out o place.

    Our concept consists o three parts:

    eASY JoB APPlicATioN

    This includes a smart card that contains personal job-seeking in ormation and a database owned by the One-stop Centre to support job matching. Astandardised template may be used to ormulate personal in ormation into a more pro essional-looking resume. Job-seekers can use kiosks at the

    Centre or kiosks located in MTR stations.

    eASY coMMUNicATioN

    Using the smart card, people can enrol in an Easy Communicationprogramme that helps build a community o job-seekers, withsupport rom the One-stop Centre and among participants.

    TrAiNiNG ANd PerSoNAliSed cAre

    Job-seekers are ree to use the computer rooms or Internet-based job searches when no classes are held. Lecture rooms should be used orholding personal development seminars, as well as more skills-based training. These may also be used to hold more interesting group activitiesto help participants expand their social networks. Job consultants at the Centre not only help out on job seeking but also give job-seekers morepersonal consultations.

    Ja qu l n MUi&

    wANG G ng

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    presentation day


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    Judging panel & awards


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    User-Centred Design is a proven process usedby many multinational companies that canhelp government and businesses create highlyinnovative and competitive products and servicesmeeting end-users/customers needs.

    Elaine AnnPresident/CEO,Kaizor Innovation; Course Leader,Visiting Pro essor o School o Design,The Hong Kong Polytechnic University

    I really appreciate people presenting by doingdiagrams, 3D charts, videos, cartoons. Themundane PowerPoint presentations which

    comprises only words and gures could beboring sometimes. So, you really impressed me.

    Allan ChiangChie Executive O fcerHong Kong Design Centre

    Interaction Design has moved beyond human-computer interactions. It applies rom screen toobjects, and now to Service Design. So you oughtto have a holistic approach.

    Xin Xiangyang, PhDProgramme LeaderMaster o Design (Interaction Design),

    School o Design,The Hong Kong Polytechnic University

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    For me, I think the mostimportant part is tounderstand what the usersneed. And actually, we spenta lot o time on the fow o thewhole design process.Gold AwardeesHan Chao, Zhou Sheung

    I thought o InteractionDesign as a way, a User-Centred Design process,that would support humanactivities and tasks.

    Through this process, Isee more o the designthinking, the higher level

    thinking o why things aredesigned the way they are,and I see it more now as acreative business solution.Bronze AwardeesCheng Ting, Liu Xinghua, Ramirez Omar

    Silver AwardeesMichelle Li, Gao Lin



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    BrainstormingA creative problem-solving technique used within groups whereby members come up withas many spontaneous ideas as they can think o , regardless o how probable or practical

    they may be.Concept DevelopmentThe creative process o designing and refning an idea as a solution to a product or servicechallenge.

    EnactmentActing out design solutions, whereby someone acting as a persona shows a usersbehaviour be ore others.

    Human Factor StudiesThe study o peoples behaviour in the context o tasks, products, environments andphysical or in ormation systems.

    Information Architecture

    A hierarchical model describing activities or behaviours in a sequence.Information DesignDesign o data or knowledge transmission so that this in ormation can be e fciently ande ectively received and used.

    Interaction DesignThe process o creating new behaviours, processes or tools around observed and analyzedcurrent user behavior.

    Interface DesignDesign o computers-based applications and so tware that is concerned with how usersexperience and interact with the programme.

    Mind mapping

    Visually representing the hierarchy o needs, expectations or behaviours o a target userwith the defning persona at its core. This shows how solutions may develop withinchanging contexts.

    PersonasDescriptions that describe the qualities common to a subgroup o members within a largerstudy group.

    Product DesignThe design behind the construction o physical objects or services, such that they are usede ectively or lead to predetermined outcomes.

    Spatial DesignThe concepts and construction o an environmental space, with specifc attention to howpeople will use and interact within this environment.

    StoryboardingVisually showing the behaviour o users in a sequence, one panel at a time.

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    hong Kong design Centre would liKe to thanK the following individuals and

    organisations for their support and valuable Contributions to the proJeCt:

    Organisations:E fciency Unit, The Government o the HKSAREmployees Retraining BoardKaizor InnovationLabour Department, The Government o the HKSARSchool o Design, The Hong Kong Polytechnic UniversitySocial Wel are Department, The Government o the HKSAR

    Master of Design (Interaction Design):An Wa, Chen Yi, Cheng Ting, Gao Lin, Han Chao, He Jianting, Michelle Li Wai Tung, Liu Xinghua, Jacqueline Mui Shuk Kwan, Ramirez Omar,Wang Geng, Wang Rui, Zhang Min, Zhang Ziran, Zhou Sheng

    Project Team:E fciency Unit: Hui Cheuk Chun, Uny Hui, Alison Lai, Jenn ShumHong Kong Design Centre: Connee Cheung, Peko Or, Susanna Pang, Elddie YipKaizor Innovation: Elaine Ann, Carmen TsuiSchool o Design, The Hong Kong Polytechnic University: Cheng Wing Hoi, Stephanie Ho, Christine Tsin, Ambrose Wong, Xin Xiangyang

    Teaching Team:Elaine Ann, Course Leader, Visiting Pro essor, School o Design, The Hong Kong Polytechnic University; President/CEO, Kaizor InnovationXin Xiangyang, PhD, Programme Leader, Master o Design (Interaction Design), School o Design, The Hong Kong Polytechnic University

    Editorial Team:Elaine Ann, Jasmine Chan, Connee Cheung, Betty Chiu, Susanna Pang, Xin Xiangyang

    Design Team:Hong Kong Design Centre: David Chan, Amy Chow, Karen Mak

    Published by Hong Kong Design Centre

    Hong Kong Design Centre 2009. All rights reserved. No part o this book may be reproduced, stored in a retrieval system, or transmitted inany way or by any means, electronic, mechanical, photocopying, recording or otherwise, without prior written permission rom the publisher,nor be otherwise circulated in any orm o binding or cover other than that in which it is published and without a similar condition beingimposed on the subsequent purchaser.



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    The Hong Kong Design Centre is a non-proft organisation dedicated to helping local designers and businessesto realise their ull potential. Our mission is to use design and innovation to drive value creation and improve thewell-being o society. Our vision is to establish Hong Kong as a centre o design excellence in Asia.

    The Hong Kong Design Centre was established in 2001 by the Hong Kong Federation o Design Associations, theounding members o which are Hong Kong Designers Association, Interior Design Association Hong Kong, Hong

    Kong Fashion Designers Association, and the Chartered Society o Designers. Our principal fnancial supporter isthe Hong Kong Special Administrative Region (HKSAR) Government.

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