Consulting Enabling Public Service Transformation in ......UX / UI Job Redesign Consulting Enabling Public Service Transformation in Singapore 04 Human-Centred Design / Design Thinking

ConsultingEnabling Public Service Transformation in Singapore

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Consulting | Enabling Public Service Transformation in Singapore

Driving innovation and transformation across Public Service Agencies in Singapore

In Singapore today, more than ever, has there been a need to relook the way we have traditionally performed our work and deliver our services to our citizens and the community.

At Deloitte, we acknowledge this urgency. We have been selected by Civil Service College (CSC) to be on its panel of consultants to support Public Service Agencies in their transformative journeys. We stand ready to help Public Service Agencies imagine, chart, and deliver their future.

Our leading methodologies and consultancy services available include:

Human-Centred Design / Design

Thinking

Strategic Workforce Planning

Process Improvement

Digital System Design

UX / UI

Job Redesign


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Human-Centred Design / Design Thinking

Our mantra is to put the user in the centre of our universe. We embed human-centred design from the way we seek to understand the issues at hand, right through to the way that we derive innovative solutions.

We believe that superior experience design will deliver long lasting and genuine impact to the people we are working to reach.

At its core, Design Thinking starts and ends with people – the users, customers, citizens, public service officers and stakeholders who derive value from products and services.

In principle, the Design Thinking process is simple to understand, and may be applied to various initiatives that drive innovation, digital transformation, workforce transformation and address challenges relating to services and policies.

However, our experience in applying this process has taught us that participants can feel uncomfortable at times in this process – insights are often hard won, especially because existing structures and assumptions cloud how we think divergently in an unknown territory. It therefore takes an experienced hand to guide a participant through this journey.

Designers at Deloitte know to trust in the process, in their capabilities and training, to

confidently lead those who are less familiar through the journey to arrive at a solution that is human-centric, desirable, feasible.

We partnered SingHealth to develop a transformative future state patient management journey. Through a series of visioning interviews and workshops with senior leadership, virtual and in-person workshops with over 170 users to ideate and co-create the future state, we developed personas, patient journeys, a product backlog of user stories, the solution blueprint and the implementation roadmap.

We also applied Design Thinking in our collaboration with MCCY, NCSS and NVPC to redesign an integrated service journey to provide givers with a seamless giving experience across three pre-existing digital platforms.

In Thailand, we partnered Siam Commercial Bank to define a digital customer

experience that would differentiate them from their competitors. Taking a persona centric customer journey approach, the team validated challenges and opportunities, and co-designed the ideal future state digital retail banking experience.

At Deloitte, we apply human-centred design to help our clients achieve their business goals – whether it be defining future journeys, designing a new system, improving service delivery, or reimagining the future workplace.

“Design Thinking is what everyone is talking about these days. Everyone wants to use Design Thinking to solve their problem. But what is often overlooked is that this is not just a method, it is as important how the method is executed and the process brought to life that really makes a solution a Human-Centred Design.“

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User Experience / User Interface

We are committed to helping you be more user-centric, by adopting a co-creation approach in everything we do, we unlock motivations and aspirations that reside latent deep within the customers we care about.

At Deloitte, we weave design thinking into UX / UI to build better experiences. This allows us to develop impactful interventions that meet the public sector’s needs.

We know the local flavorOur expertise in government experience design enables us to hit the ground running from day one, bringing unique and innovative ways to deliver superior user first digital experience.

We prioritize helping Public Service Agencies achieve real business impact, by making use of design thinking, behavioral insights, appreciation of cultural nuances and user research to create and humanize digital products, services and experiences that delight customers.

We are user obsessedUnderstanding key user experiences and needs therefore become our key anchors, and we dedicate rigorous research and analysis to unlock the user’s behavior, motivations, goals and challenges. We immerse ourselves in ethnographic research, perform competitor analysis, and develop ecosystem maps to understand the user and the issues at hand.We involve the user in co-design to ideate and develop concepts, experience principles, user journeys, visual designs, content guides, user interface sketches and prototypes, and test these with the user again and again until we get them right.

We can help you understand your customersTasked to deliver an experience that “captures the hearts of Singaporeans and inspires the world”, Jewel Changi approached Deloitte to define its Digital

Customer Experience Vision. We ran interactive workshops with Jewel’s customers, held focus groups, and through cycles of reiteration, identified customer solution concepts that would make the biggest business value impact, and developed an aspirational customer experience blueprint.

We also helped FedEx envision how it could unify its customer interactions across multiple channels and teams by developing a future state solution and customer journey, using customer segmentation techniques and running immersive customer research.

We humanize information with our visual designsAt Deloitte, we take what we know of user experience to conceptualize and convey the information visually, whether as illustrations in our workshops, system wireframes or posters. We understand that visual design works to shape, influence and communicate emotions and ultimately improve user experience.

In 2017, we won ‘Gold’ at SPH’s INK Awards, one of Singapore’s biggest platform for celebrating best works from the advertising industry, for our infographic of the Singapore Budget.

“At Deloitte we believe that experience and design should be accessible to anyone, regardless of ability, context or situation. This means we involve people in our work, in order to listen and learn from a range of perspectives.“


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“We understand the priorities of the Public Service and design systems that are contextualized, enable self-service, are simple to use, seamless across channels, assistive when needed, and accessible to anyone regardless of ability, context or situation.“

Digital System Design

We are fully aligned with Singapore’s vision of “a Government that is digital to the core and serves with heart” and understand that it all starts with empowering the people of Singapore.

Designing a digital system for people, and not for the organization, is the first step towards empowerment.

Discover, Define, DesignOur approach to digital system design is tightly interwoven with our commitment to human-centred design and a focus on user experience.

We use Design Thinking methods to develop personas and customer journeys to discover key user needs and experiences. This helps us validate the high level requirements of what the system is intended to do for the user.

We collaborate with the user to co-design the system, sketching through wire frames, conceptual architecture, experience principles, low fidelity prototyping and usability reviews.

We test and reiterate as a team and progress initial prototypes into detailed requirements, design standards and guidelines, high fidelity wire frames, technical architecture, UI designs and business flows that eventually make up the system.

Agility in Digital System DesignWe embody an executive mindset and advocate an agile perspective. In digital system design, agile user experience places emphasis on understanding the problem, breaking it into bite size pieces that can be quickly tested and refined within sprint cycles.

In developing the whole of government volunteer management system with MCCY, rapid prototyping co-design sessions were

used to test and validate ideas, and define a digital roadmap with users. Completed user stories were showcased through agile sprint cycles and sprint reviews. All in all, over 50 users were involved in this agile process to develop the system.

Bank Danamon, an Indonesian bank, engaged Deloitte to design and build a new digital retail banking platform to engage its changing customer demographics. A blended team from Deloitte and the Bank, collaborated to uncover customer motivations and challenges, and embarked on prototyping, usability testing and iteration. With a DevOps model, the bank uplifted its front-end and integration stack with a microservice architecture on a PaaS. The bank achieved an IDC Award for its new digital banking app. In Australia, AustralianSuper (the Australian Pension Fund) approached Deloitte to redesign its website and portal to provide its members with greater self-service, increasing their convenience and reducing the bank’s operational costs. The partnership increased portal traffic by 25% with 60% annual increase in new member acquisitions, and saw 88% of all self-service transactions completed online, compared to 15% from the old site.

Quite simply, we know how to deliver digital system designs that make a positive impact.

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Process Improvement

There has been an evolution in how organizations improve their processes – from a focus on integrating processes into the business, to centralizing them to capitalize from scales of economy, to outsourcing for cost reduction, and to digitizing made possible with advances in automation technology.

It’s about Service DesignToday, we are seeing the emergence of Service Design, where organizations re-imagine their processes to deliver amazing customer experiences and realize the potential of technology.

Service Design is an effective way to improve the experience of both the user and the employee by designing outstanding customer journeys and aligning processes, operations, technology and employees around them. Our Service Design approach is focused on citizens and public service officers. We build out Personas to capture the nuanced view of users we are designing for, and do this through immersive ethnography, design thinking workshops, cultural probes and diary studies amongst other techniques.

Robust methodologies delivering true business valueAt Deloitte, we go a step further to ensure that process improvements reap better

experiences and can be translated into business value. We apply industry leading practices such as Lean and Six Sigma, and run simulations to measure the value extracted from the future states. Our proprietary Industry 4.0 Periodic Table of Digital Technologies infuses a view of technology to drive process improvements, and our business process improvement and modelling tool, IndustryPrint, is a repository of customizable industry specific enterprise wide best practice business models and key processes.

To support MOH in its role to reduce illnesses in Singapore through the control and prevention of diseases, Deloitte performed a business process review of MOH’s Disease Surveillance and Outbreak Management System. Processes were transformed by leveraging possible technologies derived from a technology scan of disease outbreak management operations globally, and a new operating model to support To-Be processes was developed.

“BPR is more than just cutting down steps in a business flow… Designing flows for the people involved, prioritizing their experiences and using technology to unlock value, that is how we should pivot traditional BPR.“

In our partnership with MOHH’s Healthcare Infrastructure Projects Division (HIPD), we delivered a Lean Management Planning Guide for its Nursing Homes and established a set of standard operating procedures along with checklists and templates. To empower HIPD with the ability to pursue process improvement in other areas, we built staff capabilities in the use of a process simulation application.

Deloitte also partnered MSF and MCCY to review processes for the operations for Government Paid Leave Schemes, Office of the Public Guardian, Registry of Marriages and Registry of Muslim Marriages. Over 30 business processes were designed delivering operational efficiency, and better citizen and employee experience.


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Strategic Workforce Planning & Job Redesign

In collaboration with EDB, our Future of Work CoE in Singapore spearheads innovative approaches to address Future of Work opportunities and challenges. Deloitte’s Strategic Workforce Planning is defined by our Future of Work framework which encompasses three deeply connected dimensions of an organization: Workforce, Work and Workplace.

The Future of Work framework explores these dimensions of an organization:

Workforce – Who can perform the work as it changes and how the organization can close skills gaps by tapping into alternative talent pools or upskilling

Work – How the nature of work is changing to achieve new business goals, requiring new skills and capabilities given automation and augmentation

Workplace – Where the work can get done geographically and how we can maximize collaboration, productivity and consistency with physical design and technologies

In response to new challenges unfolding, Public Service Agencies need to carry out future of work planning with considerations of timeframes (ranging from operational, tactical and strategic horizons), changing

demographics, and changing expectations of the workplace.

Deloitte can help Public Service Agencies accelerate their workforce planning, as we have helped numerous organizations through their strategic journey.

Setting up the Deloitte Lab within the organization, we build leadership consensus around strategic workforce planning scenarios and forecasts using Worklytics, our analytics powered SWP modelling tool. Our advanced FOTO (Future of Talent Optimization) tool makes predictions on the potential for disruption using machine learning and natural language processing algorithms, and identifies a range of targets and opportunities to transform how work will be performed in the organization in the future.

We helped a public sector institution's strategic HR team build their strategic workforce planning capability by designing a dashboard to visualize their workforce data, and delivering a toolkit they could use to run scenario and workforce cycle changes.

We supported a telecoms client with over 24,000 employees, by building their in-house tool to calculate and project workforce requirements based on their business’ unique drivers and parameters. In Australia, Deloitte partnered a Government sector agency to develop a roster headcount plan for its new center of operations (for over 5000 staff), using a value driver approach to determine key operational demand and supply levers.

“We welcome the setting up of Deloitte’s Future of Work Center of Excellence in Singapore as this will foster even more partnerships and strengthen the ecosystem for technology innovation.“

Extracted from: https://www2.deloitte.com/global/en/pages/about-deloitte/articles/deloitte-singapore-economic-development-board-establish-fow-coe.html

Dr. Swan Gin BehChairman, Economic Development Board of Singapore

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About Deloitte

Deloitte is a leading global provider of audit and assurance, consulting, financial advisory, risk advisory, tax & legal, and related services. With 175 years of hard work and commitment to making a real difference, our organization has grown in scale and diversity – approximately 330,000 people in 150 countries and territories, providing these services – yet our shared culture remains the across the Americas, Europe, Middle East & Africa, and Asia Pacific.

Deloitte Americas Deloitte Europe, Middle East & Africa Deloitte Asia Pacific

We are the world’s largest professional services company

Our Accolades Our Fortune Global 500® Footprint

in revenue employees countries officesUS$47.6 bn 330,000 150 725

Deloitte positioned first globally in Consulting Services based on revenue by Gartner, 2017 – 2020

Deloitte named global leader in CRM and Customer Experience Implementation Services by Gartner, 2020

• Serves 85% of the largest publicly traded companies in the world

• Coverage of > 85% of Fortune Global 500® in Consumer, Financial Services, Technology, Media & Telecom, and Life Sciences & Health Care industries

• Consulting, Risk Advisory and Tax & Legal Services as dominant professional services offered

Deloitte named a worldwide leader in Business Consulting Services based on capability and strategy by IDC, 2019

Deloitte named global leader in Digital Experiences Agencies by Forrester, 2019


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About Deloitte in Singapore

Deloitte has been supporting businesses in Singapore since 1979. We have grown together with our clients and today our workforce of approximately 2500 continues to help our clients solve their most complex issues. We understand the region’s trends, opportunities, cultures and Governments, and help organizations navigate towards defined outcomes. We have served clients across industries and in both the private and public service domains. Some of our clients for Consulting in Singapore include:

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Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited (“DTTL”), its global network of member firms, and their related entities (collectively, the “Deloitte organization”). DTTL (also referred to as “Deloitte Global”) and each of its member firms and related entities are legally separate and independent entities, which cannot obligate or bind each other in respect of third parties. DTTL and each DTTL member firm and related entity is liable only for its own acts and omissions, and not those of each other. DTTL does not provide services to clients. Please see www.deloitte.com/about to learn more.

Deloitte Asia Pacific Limited is a company limited by guarantee and a member firm of DTTL. Members of Deloitte Asia Pacific Limited and their related entities, each of which are separate and independent legal entities, provide services from more than 100 cities across the region, including Auckland, Bangkok, Beijing, Hanoi, Hong Kong, Jakarta, Kuala Lumpur, Manila, Melbourne, Osaka, Seoul, Shanghai, Singapore, Sydney, Taipei and Tokyo.

About Deloitte SingaporeIn Singapore, consulting services are provided by Deloitte Consulting Pte Ltd and its subsidiaries and affiliates.

© 2020 Deloitte Consulting Pte. Ltd

Get in touch with the Singapore Public Sector Team

Lee Chew ChiatGovernment & Public Sector Lead Partner

[email protected]+65 6232 7108

Cheong Chew WaiGovernment & Public Sector Director


Tiong ShuGovernment & Public SectorPartner


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Consulting Enabling Public Service Transformation in ......UX / UI Job Redesign Consulting Enabling Public Service Transformation in Singapore 04 Human-Centred Design / Design Thinking