The Kingdom of Saudi Arabia embarked on an ambitious transformation of its government services to become a native digital service ecology to deliver enhanced CX and value. The government has been investing in e-government to create a digital first approach so that people can interact with many different services and share data easily and securely.
I worked on a major account in the Middle East, as Principal Designer with Seren (now EY-Seren) , leading a team on a large programme of work. The programme consisted of 5 teams with 27 Researchers and Designers whose remit was to develop new organisational structures, policies, operating procedures, systems and services for both the Ministery of Labour and Health in Saudi Arabia.
I led the design and research strategy to transform the organisational structure, operating model, systems and protocols in the Executive Office of the the HE the Minister of Health.
The Ministry of Health’s (MOH) objective is to deliver a high quality, integrated and comprehensive healthcare service to the citizens and residents of the Kingdom of Saudi Arabia using a digital first approach.
Through the current strategic plan, the Ministry of Health has implemented modern methodologies in providing health care services that makes the health system completely devoted to the health care of patients using a patient-centered health care system that aims to meet patients’ health needs in the right place at the right time.
A team consisting of ethnographic researchers, service designers and UX designers worked with senior stakeholders and developed a range of service improvements that increased efficiency, communications and transparency in the office of HE the Minister of Health. During the research phase we utilised a range of tools including:
- Stakeholder Mapping
- Expert Interviews and Staff Interviews
- Contextual Inquiry
- Service Safari
- Stakeholder Workshops
- Data Flow Mapping
- Task Flow Mapping
- Customer Journey Mapping
- Experience Mapping
- Service Blueprinting
We used contextual inquiry techniques to identify stakeholders, actors, tasks, work-flows, the environments, processes, systems and information in the service ecology of HE executive office.
The team also undertook exercises in mapping customer journeys, experiences and cultural norms through the Ministry to develop a new operating model and organisation that we sensitive to cultural norms while delivering optimised services and efficiency.