Public sector · 2014

BUILDING CONFIDENCE FOR SWEDEN’S PUBLIC EMPLOYMENT SERVICE

According to a public confidence survey held annually in Sweden, Arbetsförmedlingen, the Swedish Public Employment Service, returned the lowest confidence ratings of all the country’s public authorities in 2013. Arbetsförmedlingen turned to us for help to find out why public confidence in them were so low and what they could do to improve it. Apart from supporting Arbetsförmedlingen on their confidence building journey, we ran customer centric, or client-driven courses for their employees. This change process will eventually lead to improved customer experience and a better work environment.

Foto: Arbetsförmedlingen Fotograf: Lennart Perlenhem

Om Arbetsförmedlingen

Arbetsförmedlingen is Sweden’s national public employment agency whose task is to help jobseekers find suitable employment and employers to find the employees they need. A prioritized task is to provide extra support to those needing to gain a first foothold, or regain a lost foothold on the labour market.

www.arbetsformedlingen.se

Enrolling is something you just have to do, finding a job is entirely up to you.

How the unemployed perceive ARBETSFÖRMEDLINGEN

The Challenge

Arbetsförmedlingen is a large organization with a broad and complex task. They have been experiencing low confidence ratings for a long time, which led to their mandate being questioned. To improve public confidence is no mean challenge, and can’t be done overnight. However, after seeing what other authorities had achieved with the help of service design, they turned to us. Arbetsförmedlingen applied, among other things, user journeys in order to gain in depth knowledge about their users’ needs, motivations and behavior, and start a process of change towards improved ability to meet those needs.

The Solution

We helped Arbetsförmedlingen to thoroughly get to know their customers. By us interviewing their customers, we helped Arbetsförmedlingen gain in depth insights in the customers’ needs and through interacting with employees, we helped them understand the internal challenges they were facing. The resulting customer insights have contributed to Arbetsförmedlingen’s readiness to start on their major transformation journey towards realizing their vision set for 2021.

Susanne Lundmark

Client & Market

strateg
+46 70 527 74 56
susanne.lundmark@transformatordesign.se

HERE'S WHAT WE DID

To find out why the public had so little confidence in Arbetsförmedlingen we talked with their customers, i.e. job seekers and employers to identify the main issues and needs.

Then, working jointly with Arbetsförmedlingen’s staff, we drafted a number of solutions based on the jobseekers’ and employers’ needs, and tested these solutions with the users. The process continued iteratively until we had successfully shaped solutions that met the customer’s needs. As Arbetsförmedlingen were part of this development process, we could rest assured that the staff approved of the solutions and that they could be implemented.

CUSTOMER AND EMPLOYEE INTERACTIONS: WE LISTENED TO THE UNEMPLOYED, THE EMPLOYERS AND ARBETSFÖRMEDLINGENS EMPLOYEES

To fully understand Arbetsförmedlingen’s customers, we talked with different customer groups, comprising people who recently got out of work, as well as long-term unemployed. We also talked to employers who had chosen not to make use of Arbetsförmedlingen in their recruitment processes.

We conducted phone interviews and visited employment offices around Sweden. In order to gain a full grasp of conditions within the organization and Arbetsförmedlingens mandate, we talked to employment advisers and other representatives from Arbetsförmedlingen.

CONSUMER INSIGHTS: COMMON DENOMINATORS PACKAGED INTO CUSTOMER INSIGHTS.

After studying the findings from the interviews conducted in the customer interactions, we found some clear contexts and common denominators. These were bundled into customer insights, which we then carried to the next step, the idea phase.

 

GENERATING IDEAS: WE CO-CREATED SOLUTIONS TOGETHER WITH ARBETSFÖRMEDLINGEN

Based on the job seekers’ and employers’ needs and motivations, we created solutions together with Arbetsförmedlingen. This were mainly done in the form of innovation workshops.

TRIGGER MATERIAL: SOLUTION PROPOSALS VISUALIZED

The solutions were visualized based on the innovation workshops. We refer to visualizations as trigger material since they trigger discussions when we ask our customers to refine the solutions. Examples of trigger materials are unfinished sketches of different solutions.

SOLUTION: GREENHOUSES WILL HELP ARBETSFÖRMEDLINGEN TO BECOME CUSTOMER-CENTRIC

Arbetsförmedlingen wants to become more customer-centric and incorporated our service design methodology into their long-term improvement work. However, they also wanted to adapt the methodology and customer-centric approach to their own particular conditions. After the coaching and training they therefore chose to start up a number of so called “greenhouses” – development platforms enabling both the users and employees to jointly develop services and ways of working that better meet the users’ needs. The resulting customer insights also contributed to a major journey of change with a vision for 2021.

Photo: Arbetsförmedlingen Photographer: Camilla Veide

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