My team was set a brief by the Finnish Ministry of Agriculture and Forestry to improve regulatory services for farmers and reduce the burden of bureaucracy. After meeting farmers and conducting ethnographic research it became clear there was a disconnect between a farmer's lifestyle and government services. There was also a lack of agency to change the current system from the farmers' side and the civil servants.
One key issue is a farmers' year is seasonal and circular, not linear. How to bridge the gap between a farmers lifestyle and public services? How to create an accessible and supportive service for farmers, rather than a set of bureaucratic controls that weigh them down? After mapping the system to identify key stakeholders, the team gathered ideas collaboratively in a co-creation workshop with ministers, small businesses and farmers in Finland.
PRESENTING TO FARMERS & CIVIL SERVANTS
The final presentation aimed to inspire civil servants and tell the farmers’ side of the story, as well as communicate the concept. The final proposal included; a holistic online service where farmers’ data would be updated automatically, instead of through unnecessary forms. A long term map to change included a new ‘MyOfficer’ service. This involved retraining civil servants to help them offer personal guidance to struggling farmers both in person and online.
Project length: March - May 2015
Client: The Finnish Ministry of Forestry and Agriculture
My role: Project manager and empathic design lead
Collaborators: Yuexin Du (visual design lead) Anni Leppänen (researcher and joint manager) Seungho Lee (Design for Government organiser) Iiro Emil Leino (Policy and systems research) Ekaterina Skvortsova (head of communications)