The municipalities must create a better user experience with service design

Municipal focus on service design

The Municipal Association has put a lot of focus on service design, which must be used by all municipalities by 2020.

Many municipal websites are extremely complex in their structure and the way they are build, and they do not cater for users. It's a big problem because if the people themselves can not find the solution to their problems, they get a poor service experience, and the co-workers need time and resources to guide them over the phone or mail.

Therefore, it is essential that everyone in the future will be able to easily find information and solve self-service tasks online -  this is where service design comes into the picture. It will help the municipalities to make their websites intuitive and user friendly for all citizens who use them.

Let's start with a horror example ...

Imagine being at the Municipal Citizens' Service office. You are here today because you need a new passport. With your birth certificate in your hand, you aim towards the counter. There are no people standing in line, so you start talking to the employee who interrupts and asks you to draw a number. As it's finally your turn, you're notified that the photo you're sharing does not meet the requirements. You can not get a new picture here, so you have to go down to the nearest photographer. When you come back to the office, you wait with a new number in your hand. It is finally your turn. You get a receipt and are told that you should come and pick up your passport in 2 weeks.

You have now met some different (problematic) design decisions in the Borgerservice office service design, and your service experience is determined by how this analog design is screwed together. The same applies digitally. Your website, like the bureaus office, consists of a wide range of contact points between you as a service provider and the user. Each contact point and its connection with the next can potentially create confusion and give a poor user experience. Therefore, it is essential that, as a service provider, you act according to the behaviour of the users and focus on providing the best possible service experience that makes them want to come back and meet their goals.


What is service design?

Service design is a user-centred approach to the design process. It is about designing the course that he, or she is going through, in the most logical and effective way.

Therefore, a good service design involves mapping your service, which will give you an overview of the user's travel on the website. It is about finding and describing all contact points between the user and your company so that you can decide which contact points should be optimized.

Servicedesign model

A great user experience starts with a great menu

One of the challenges that our project manager Marie Toft Odgaard often experiences in the work with the municipal websites is that they are extremely complex and consist of countless individual pages with information about anything from building permissions to daycare centers.

It is important for the user-friendliness that it is logical and easy for users to navigate to each and every page. Therefore, a good and intuitive menu alfa and omega, to optimize your users' service experience.

It's a complicated process to build a service design that works for both Gerda at 75 and Tom of 22, and therefore it can be a great help to define some user-personas that you can base your service design on.

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Phone: +45 2810 5871