Four initiatives for "no one left" by Digital CDO Asanuma

The Service Design Network Japan Branch (SDNJ) will hold the "Service Design Japan Conference 2021" online for the first time in five years on December 4, 2021.In the title of "issues and challenges for social transitions," he showed off its activities of services design and practitioners who are active in companies, governments, and local governments.

Introducing the keynote speech "Service Design in the Digital Agency" by Nao Asanuma, a digital agency and chief design office (CDO).

Mr. Asanuma, who is in charge of design work at the Digital Agency established on September 1, is a subsidiary of the Mitsubishi UFJ Group, developing services in the Fintech field and management of design organizations.He has experienced design consulting in a wide range of fields, including finance, insurance, retail, aerona, and manufacturers.

The impression of the design work in the digital Agency is "Impressions close to the financial industry. We are responsible for social infrastructure and high -level security to handle important data, and we actively promote digitalization and reform organizations." Stated.

Digital Agency's "Mission", "Vision", "Value"

First, Asanuma introduced the Digital Agency's "Mission", "Vision" and "Value".The mission states that "no one is left behind, digitization that is friendly to people", but the concept of "no one left" is a very challenging concept considering the designer's point of view.You need a polite communication and a strategic approach.

The vision is "Government as a Service" and "Government as AS Startup".It expresses the organization aimed at as a digital office, and what it should be.The Government as a Service indicates that the digital Agency does not simply play a role in preparing digital infrastructure, but provides services that maximize the experience value of users.

On the other hand, in Government as AS Startup, it is the first new administrative organization in Japan to be a new administrative organization launched in public and private sectors, and advocates that it will continue to change flexibly with the demands of the times, emphasizing the challenge, learning, and speed. is doing.

In addition, Value has shown the standards of what values and what should be acted on a daily basis.The Digital Agency has stated a value saying, "We will always ask for purpose and continue to challenge results for each person living in this country."Whether you are thinking about users, cooperating with project members, or trying with a sense of speed is the criterion for daily work.

At the stage of the Digital Agency, the significance of "mission", "vision", and "value" is significant, and it is an important guideline for sharing the aim and values.

Data-hula maintenance and UI / UX improvement-four initiatives of the Digital Agency

There are four activities that the Digital Agency focuses on.The first is the development and spread of common functions necessary for the digital society.Create a common base for providing digital services such as My Number ID and government cloud services, security, and data strategies.The policy related to data utilization, which had not been maintained vertically in vertical division, will be summarized across ministries.

The second is the improvement of UI (user interface) and UX (user experience) and the realization of services.Regardless of UI and UX improvement on the portal site "Minnapotal", which can search for administrative procedures and online applications, regardless of the restrictions on mental and physical functions, such as accessibility or accessibility, etc.In addition to ensuring and making it available, we will standardize government websites and develop various digital services.In addition to realizing services from the perspective of users, the company aims to reduce the work load and experience of the government officials and local government officials that provide services.

The third is the control of the national information system.Aiming to create services from the user's perspective in cooperation with each ministry and agency.We will develop and renovate systems from a medium- to long -term perspective, giving priority to many systems.

Fourth, in digital human resource development and procurement reform, we will work on optimization and optimization of procurement methods for recruitment of human resources who support the above activities, developing digital human resources within ministries, and realizing digital services from the national perspective.go.

Mr. Asanuma stated that it was "innovative and challenging as an administrative agency's initiative," and compared the current status of the Digital Agency into a phase that shifts from 0 (zero) to 1 (Ichi).At the same time, we are developing elements needed for new organizations, such as the improvement of existing services and the realization of new services, and at the same time, the introduction of organizational structure, processes, tools, personnel evaluation, and recruitment.

The role required for design in the "0 to 1" phase

After explaining the current status of the Digital Agency, Asanuma mentioned that the Digital Agency's "0 to 1" phase is required for design.

(1) Create services and products at the starting point of users (2) Transform plan and activities as a story at the starting point of users (3) Create the process and system of the user (4) collaborate with the design community.

The improvement of the service interface tends to be noticed, but "Originally, the aim is to function from the national perspective. The interface is a part of the results.Including the experiences of ministries and local government officials who provide, we will realize the service at the starting point of users (Mr. Asanuma).

Organize touch points from the user's perspective

For example, in the case of a minor Portal, we will focus on UI and UX improvement recently, but "What services should be provided, including the experience after and after using it as a touch point, and" minor -portal is originally regarded as a touch point.Designers need to be deeply involved in planning (Mr. Asanuma).

Before using a minor Portal, the experience of creating a "My Number Card", in the minor Potal, the experience of loading the My Number Card and applying electronic application, the administrative services that are not complete with minor Potals alone are the local government's counter.There is a series of experiences of users to go.From the local government's point of view, there is a business flow in which identity verification and card are handed by issuing My Number.In addition to minor ports, there are also services provided by the government, and there are also ministries and agencies' websites and minor points.

"We have not been able to start the use of user experience across these services. We aim to improve users' experiences as cross -sectional services by organizing the role and functions of digital products that are the touch points."Asanuma said.

Tell it as a story and create "understanding and empathy"

"The information provided by the country was a really easy -to -understand content for the people, but it was not enough to take care of it.rice field.The government's important plans and activities need to be provided not only in the content, but also in many people and government -related people.

In communication with the people, the service of the "idea box" has been launched as a place to recruit opinions from the people, for example.It is an important initiative to realize better services from the perspective of user while gaining the understanding and empathy of the people.

It is the understanding of My Number Card that requires further ingenuity.The difference between My Number and My Number Card, and what My Number can be used is needed to be more polite communication."It is required by designers to convey what kind of scene and what happens to the users and what kind of happy story, but as an easy -to -understand story," said Asanuma.

In addition, as an example, it is explained with the ID that is all the starting point of digital services.In order to deliver digital services to many people, we will use IDs to convey "fun and happy things" and to understand them.

A system to drop the service concept into the specification and verify after launch

In the development of the service design process, processing before and after procurement is required.At the service design stage, even if the concept from the user's perspective is drafted, the development specifications are not sufficiently dropped, and there is a great gap in service concept and product development.Promote design processes, guidelines, and standards with both service design and product development.

Open the information and cooperate and collaborate as a community

The Digital Agency is directly involved in the development and operation of more than 1,000 systems, but it is difficult to maintain the quality of the design only by the Digital Agency.Cooperation with private businesses and various organizations is essential, and the aim is to open and collaborate as a community as much as possible in the digital agency alone.

It is also necessary to develop a system that works with local governments, private companies, various organizations, and overseas digital government.There are many examples that should be referred to as digital government and service design, such as the UK, Singapore, Denmark, and Estonia.

Clarify problems that cannot be solved only by private companies, and focus on changes in exponential technologies

As one of the roles of service design in the government, Asanuma emphasized that "solving issues that cannot be solved by private companies alone."In the case of a problem with low versatility and expandability, it is difficult for a private company to work as a business because the resolution costs are increased to the earned revenue.A problem that cannot be solved just by leaving it to the market principle will remain in the world.

For example, local medical issues are difficult to solve by the private sector alone, and medical gap between urban and regions is expanding.There is also a discussion of "digital consultation", which is the center of the government and utilizes data to grasp the patient's condition.

"I want a service designer to clarify what is difficult to be solved in the future, and ask what the thinking, execution skills, and the essential issues are sorting on how to work on digital power.It was "" (Mr. Asanuma).

From a technology point of view, you need an exponential thinking.New technologies such as AI (artificial intelligence), drones, autonomous driving, and AR (expansion reality) will scale up index functionally, so administrative services need to be considered with index -functional thinking.It's not a simple story.

Mr. Asanuma pointed out that "the current laws and regulations and social systems are not flexible to respond to these changes, and not all people can respond to this change.""Service designers need to imagine what changes in technology will bring to human awareness and behavior, and to think ahead of the future that can occur."

You also have to think about administrative services in an emergency.It is known that a large earthquake will occur with a high probability in the next 30 years.Assuming evacuation, assistance, or restoration support in the event of a disaster, we will simulate what you can do with digital services and what you can do.

"Asked about what would happen 10 or 100 years later, and clarified the issues to be solved, working on service design in future -oriented (Asanuma).