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A User-Centred Approach to Public Services (B)                                                                                                                                                                                                             
Product Ref: 10/469C Company: Hongkong Post

Product Type: Case Industry: Commercial Services
Public Sector & Non-Profit

Related Product(s): Teaching Note
This case describes a user-centred approach to public services and is a result after a pioneering collaboration between Hongkong Post and Hong Kong Design Centre. Since operating as a Trading Fund in 1995, Hongkong Post has managed to reinvent itself as a dynamic, customer-focused and market-oriented service organisation. Leveraging its extensive retail and distribution networks and a strong brand, Hongkong Post has grown beyond the traditional postal service to providing a wide and comprehensive range of services in the logistics supply chain, at the same time diversifying into new markets. Hongkong Post recognizes that the current design of the post offices at the retail level may not be able to meet the growing needs and changing patterns of its users. The collaboration between Hongkong Post and Hong Kong Design Centre is an attempt to adopt the user-centered design research approach to public services and to apply the concept at the Mongkok Post Office with a view to understanding users' needs, providing a better user experience and improving operationally efficiency of the Mongkok Post Office. Users in this context, include both customers and post office staff. Case (A) focuses on the internal design, while Case (B) focuses on the external design.
Functional Area : Strategy & General Management

Learning Objective: 1) To highlight the difference between user-centred research and design and the more traditional market research and design. 2) To show the importance and difficulties of understanding user needs using an example of public services redesign. 3) To demonstrate the way user-centred design and user research can help to create meaningful user experiences and to drive user-led innovation.
Length: 11 pages Country: Hong Kong SAR

Pub. Year: 2011 Level of Difficulty: 2
This product type is available in the following language(s):      English   Simplified Chinese
Related Information: N/A
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