Crossroad developed, tested and validated a Service Design toolkit ready for use in every VDAB work-store to enhance the services they offer
The goal was to develop a service design toolkit adapted to the specific context of the work-stores
VDAB is the Flanders job agency dedicated in supporting people in finding a job. VDAB ‘work-stores’ (‘Werkwinkels’) are VDAB’s retail outlet where people who are looking for a job get help. Until now, projects to optimize the service of Work-stores were always done top-down but this top isn’t in touch with the daily reality and customers of the stores. This project wanted to enhance the service by involving the teams of the stores because they are experts of their own daily service.
The goal was to develop a service design toolkit adapted to the specific context of the work-stores. This toolkit had to guide every work-store in having a critical reflection on their operations and to develop enhancement initiatives. Two stores participated in a pilot, the stores of Sint-Niklaas and Sint-Truiden.
Initially, observations, interviews with counsellors and customer surveys were done. This way insights about the customers and their experience were collected.
The insights were processed into visualisations like journey maps and translated into challenges. They were a starting point and the grounds of co-creation workshops with the two participating stores.
In the workshops the job-counsellors generated ideas to improve their own service. We created the environment to stimulate this ideation by giving impulses and challenge the ideas. Depending on the idea this was by using persona’s, phases in the customer journey, using other channels, looking at other (public) services to get inspiration, etc.
To verify if the optimizations worked, they got validated by two other work-stores.
- A validated and tested service design toolkit ready for use in every VDAB work-store to enhance the service they offer.
- Different service optimizations based on the experience of customers and supported by the work-store counsellors.
- After the co-creation the work-stores converted the ideas in experiments. Every experiment is run for an agreed period of time and than evaluated. It’s improved, replaced by another idea or implemented lastingly. This phase is still going on and we provide the needed support.