Unit 4
User-focus & design
Syllabus > Unit 4
Overview of this Unit
In Unit 4 students learn why public servants need to be focused on users and their needs. Instructors will help students understand when and why they will need to apply design methods to solve problems.
This material, developed by 'Teaching Public Service in the Digital Age', has been prepared to help university faculty to add digital era skills to the teaching of Masters in Public Policy and Masters in Public Administration programs. All these materials are based on our eight Digital Era Competencies - this unit corresponds closely to Competency 1.
This unit is one of eight units that make up a full semester course. The units have also been designed to be used by educators independently, without students taking the rest of the course. This unit can be taught in either one or two classes.
Learning Outcome 1
By the end of Unit 4 students will be able to explain what good design is, why it matters, and why bad design is costly and counterproductive. This includes the ideas that:
Government should value the public's time and experience.
Bad design in government policy and services disproportionately impacts minority, marginalized or disadvantaged communities.
The costs of failing to prioritise the needs of users are real, and can be substantial. These costs can be seen in the stories of unsuccessful government projects of many different types.
Traditional evaluation of government projects is centered on whether projects were delivered on budget, on time and to the original specification, not by an assessment of whether the project works or has the intended outcomes.
Learning Outcome 2
By the end of Unit 4 students will be able to describe the human-centered design (HCD) methodology (or framework), and related practices and techniques. This includes:
Design research
Synthesis
Ideation
Prototyping
Iteration
Learning Outcome 3
By the end of Unit 4 students will be able to understand how human-centered design can be useful in a public policy context. This means understanding why public servants need to employ human-centered design skills in all the following situations:
When trying to decide how to solve a problem for the public;
When developing any piece of technology, including for internal governmental use;
When improving an existing product or service;
When developing and implementing new policy, services & legislation.
Learning Outcome 4
By the end of Unit 4 students will be able to describe some of the skills a team would need in order to use human-centered design to address a problem or improve a service.
This includes recognizing there are many different user research and design mechanisms (not just one), and understanding that many different approaches are required to comprehensively and effectively remake a service.
Learning Outcome 5
By the end of Unit 4 students will be able to apply a basic design exercise to develop a better understanding of a problem. This means being able to identify, choose and deploy an appropriate design method to investigate a problem, whilst recognising that students cannot expect to learn a full suite of methods in an introductory course like this one.
Learning Outcome 6
By the end of Unit 4 students will be able to describe the meaning and importance of accessibility. This includes:
Principles of access for people with disability, language, literacy or contextual constraints.
Being able to give examples of accessibility technologies
Summary of Key Arguments in this Unit
Argument 1 - It is easy to create products and services that offer users unpleasant, inaccessible user experiences.
The reason the world contains so many poor service and product experiences is that while just building a technology solution might seem easier and faster (for example an AI chatbot), designing and delivering good experiences is hard. It is difficult because most products and services must work for people from different backgrounds, who live in different contexts, and who approach services with diverse needs and problems. As a result, there are an immense number of ways a product or service may not work for a potential user.
Argument 2 - To reduce administrative burden, services should be designed based on a keen user focus.
Administrative burden - bureaucracy, confusing paperwork, and complex regulations -inconveniences and wastes the time of users of government services. More consequentially, administrative burden can generate serious costs and harms for society.
In order to reduce this administrative burden - which costs both people and governments - policies and services should be designed with a 'user focus', using tools, skills and an overall attitude centered around understanding and meeting people's needs.
Argument 3 - There are well-defined practices that public servants can apply to help them to design and deliver more user-centered services.
centered design skills and practices to help them create policies and services that focus on users and their needs. Applying these practices should lead to services that enable citizens to navigate government processes which are accessible, simple and integrative.
The most fundamental of these practices is the design process - a multi-stage exercise that starts with researching and understanding users and their needs, and which takes teams through a controlled set of stages until a new initiative is ready for roll out.
Argument 4 - Human-centered design practices can lower project risk for governments
A common reason governments end up with embarrassing and costly failures is the policies underpinning them were developed without an understanding of how they would impact people outside the bureaucracy. Human-centered design is a crucial mechanism for discovering whether an idea that sounds logical on the drawing board will fail when it comes into contact with external users.
Detailed Class Breakdowns
In this section we offer examples of different ways of teaching this unit.
Full Teaching Breakdown by David Eaves, Harvard Kennedy School (Includes video)
David teaches Unit 4 across two 90 minute classes with an assignment.
Full Teaching Breakdown by Professor Ines Mergel, University of Konstanz
Ines teaches Unit 4 in a single 90 minute class. Here is the detailed breakdown of that class.
Full Teaching Breakdown by Manuel Bonduki, Insper, Brazil
Manuel teaches Unit 4 in a single 180 minute extended class.
Materials to Inspire Your Class Design
We recommend you read or watch the following before you design your own approach to teaching 'Unit 4'.
Read our 'Summary of Key Arguments' (above).
Watch Lou Downe talk about Redesigning Government for the 21st Century
Read Mostly Service Design: The Health and Care Edition (2019), by Matt Edgar
Read Bad service design is not a strategy (2015), Andrew Greenway
Read Administrative Burden: Policy-making by Other Means (2022), by Pamela Herd, Don Moynihan
Use the Teaching Note for Digital Government, Public-Private Partnerships and Administrative Burden: The Free File Program (2022), by Don Moynihan
Suggested Pre-Reading for Students
Designing good government services: an introduction (2018) by the Government Digital Service
Value Proposition Design (1999) [pages 28-61], by Alex Osterwalder, Yves Pigneur, Greg Bernarda & Alan Smith
The Field Guide to Human-Centered Design (2015) [pages 9-25], Guide by IDEO.org
Design Tweak Yields 18 Percent Rise in Snap Enrollment (2019), Article by Zack Quaintance for Government Technology
Veterans Appeal Process (2016), US Department of Veterans Affairs
Co-Production of Digital Public Services in Austrian Public Administrations (2021), Noella Edelmann, Ines Mergel
Co-Production Phases in the Implementation of Digital Public Services (2025), Ines Mergel, Noella Edelmann, Nathalie Haug
Deeper Background Reading for You
Book - Change by Design (2009) - Tim Brown
Book - This is Service Design Methods (2018), by Stickdorn, Lawrence, Horness, & Schneider
Full Syllabus - Human Centered Government Service Delivery (2020), by Dana Chisnell
Leading Public Sector Innovation: Co-creating for a Better Society (2010) [Chapter 7], by Christian Bason
Bringing design to the public policy cycle (2020), Alberto Rodriguez Alvarez & Dana Chisnell
How can you get support teaching this unit?
We're dedicated to helping make sure people feel comfortable teaching with these materials.
Send us a message or ask us a question via this page.
What are your rights to use this material?
We have developed these materials as open access teaching materials. We welcome and encourage your re-use of them, and we do not ask for payment. The materials are licensed under a Creative Commons Attribution 4.0 International License.
If you are using any of our syllabus materials, please credit us on your course website using the following text:
We are proud to use the Teaching Public Service in the Digital Age syllabus in our curriculum and teaching. Developed by an international community of more than 20 professors and practitioners, the syllabus is available open-source and free at www.teachingpublicservice.digital