E. Forrest's Porfolio

Service Design, Public Employment Service (Arbetsförmedlingen) Self-Service Customer Journey /Service Blueprint

In an attempt to understand the customers journey and touchpoint a complete map needed to be created. From June to October 2022, we delved into the intricacies of the self-service flow for job seekers approaching the job market.
Our mission was clear – to unravel the complexities of the self-service flow. Which units, services, and systems are intricately linked in this customer journey?
What insights do caseworkers possess, and how do the systems support them? Crucially, how does this dynamic impact customers in the self-service flow during their initial quarter at the Public Employment Service?
Commissioned by the Department of Digital Services at the Public Employment Service, we set out to visualise diverse perspectives. Our aim was to compile the agency's services and architecture, aligning them seamlessly with the intricate tapestry of the customer journey.
The challenges were formidable. Past mapping efforts were confined to isolated, internal services, lacking collaboration across product teams. Transparency was elusive, hindered by technical limitations in measuring how these services intersect with the customer experience.
The result? A digital mapping masterpiece, intricately considering touch-points and internal systems, with a spotlight on the customer's journey. Join us in exploring how this mapping not only delineates agency enforcement but also sheds light on the nuanced landscape of agency services.

Customer Journey MapService DesignService Blueprint

Project description:

Service Design, Public Employment Service (Arbetsförmedlingen) Self-Service Customer Journey /Service Blueprint

Service Design
Public Employment Service (Arbetsförmedlingen)
Self-Service Customer Journey Map / Service Blueprint

About the project

Date: June - October 2022
Brief: How might the self-service flow function for job seekers approaching the job market? Which units, services, and systems are linked in the customer journey? What insights do caseworkers have, and which systems support them? How does this impact customers in the self-service flow who don't meet caseworkers during their first quarter at the Public Employment Service?
Purpose: To visualise various perspectives and compile both the agency's services and architecture with the experience of the customer journey.
Challenges: All previous mapping of services is limited to a single, highly restricted internal service without collaboration across product teams. For example, one team tracks its product, such as the number of application forms for service x received.

Results and next steps

This process lacks transparency for other teams. How these services interact with the customer experience cannot be measured due to technical limitations.
Client: Department of Digital Services, Public Employment Service (Arbetsförmedlingen)
Results: A customer journey map / service blueprint that considers numerous touch-points and internal systems but focuses on how the customer navigates. It maps both agency enforcement, information architecture and agency services.