Bringing Service Design Thinking into the Public Sector to Create Proactive and User-Friendly Public Services

Multiple stakeholders need to be taken into consideration when designing and implementing public sector services and processes. It will be asked in this article whether agent-oriented modeling could be beneficial to understand the interactions between these stakeholders and to support the design of proactive, user-friendly, and usable services of e-government. We propose a methodology for service design that can help to design better and more proactive services and hereby promote service design thinking in the public sector. For this on-going research, we take a look into how the family benefits service works in Estonia. To aid this task, structured interviews were conducted with the officials of the Social Insurance Board. The current article makes a contribution to a new way of approaching the design and development of public electronic services.