ABSTRACT
This case study, the redesign of a public service communication model, illustrates how applying service interaction design guidelines at the service operation level necessarily requires a deeper transformation process of the public service culture. Given the ongoing pilot project the design team started an analysis among a sample of job centres and private agencies to observe how the service was promoted, presented and offered to their users. At the beginning of the project the public authority considered the design of service communication and interface as a marginal aspect of the whole design, engineering and implementation process of the new service. The ability of the design-driven culture of sketching and making service ideas and processes visible was revealed as the most effective skill to promote and communicate the role and the potential impact of a service design culture in the redesign of public services.
