Points of View

Service design and design thinking efforts must recognize every end user; the public sector’s digital struggles are a stark reminder

Apr 14, 2020 Josh Matthews

Project teams, and the leaders who are building them and the surrounding talent pools, must reaffirm whether they’re asking the right questions for service design and design thinking.


  • Are they really considering the end user, and are they considering every end user— meeting with and listening to them—whether the user is a customer, customer-facing employee, or the employee end-user of new technology?
  • Are the project team and wider talent pool diverse enough to capture the needs and wants of every end user?
  • Can the project leadership work at a strategic high level and simultaneously consider the end users on the ground?


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