Service design for strategic orientation in PSL

This chapter proposes that the utilization of design service strategies and methodologies can effectively foster a citizen-strategic orientation by overcoming the challenges of citizen engagement. By blurring the barriers to engagement and empathizing with service users, design strategies enable the framing of problems and the generation of solutions that add value. To accomplish this, a mixed-method analysis was conducted. Specifically, within the context of local government located in the South of Europe, a survey was administered to identify a public service that citizens perceived as having a lower level of satisfaction compared to others listed. Building on this data, qualitative analysis methods rooted in design strategies were employed to understand the problem and identify solutions generated through empathetic engagement with citizens, PSOs, staff and other stakeholders.