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Message Service Redesign Setting up a new business anywhere in the world can be a daunting task: the laws, processes, and fees involved can discourage even the most enthusiastic entrepreneurs. To attract start-ups to Dubai and support existing businesses, the Business Registration and Licensing division within Dubai’s Department of Economic Development (DED) decided to overhaul its customer service. It tapped IDEO for assistance. The collaborative design team began by exploring the business landscape in Dubai to better understand the desires and unmet needs of the professionals who are responsible for registering their organizations and interacting with the DED. The team conducted in-depth interviews with the point people from local and international start-ups, small businesses, and medium-sized enterprises. The conversations revealed some common concerns, including: - Although ample information about business licensing and registration was available, customers found it difficult to find specifically what they needed. - Business people saw their situations as unique; and sought support and understanding for their particular circumstances and challenges. - Both local and foreign professionals took great pride in being part of Dubai’s economic success story. Businesses wanted an opportunity to share knowledge and advice at all levels, from supporting entrepreneurs to maintaining an open dialog with the government. Based on these findings, the opportunities quickly became clear. The design team would work to migrate the current process from a transactions-based approach to a great service experience, from merely licensing businesses to supporting existing ones, and from permitting business to enabling businesses. We developed simple strategies that focused on redesigning the four components of the existing experience: the office space, IT, human resources, and communications. Armed with an implementation toolkit created by IDEO, the DED successfully implemented all designs to specifications. The Business Registration and Licensing office space now guides customers through the registration process in a clear and intuitive manner and in a welcoming atmosphere. Automated solutions are also available on-site and online, and IT solutions introduce customers to the full range of DED services. Staff members act as hosts, helping customers migrate to the online tools and recommending other resources. Communication tools, both analogue and digital, provide a clear explanation of the BRL processes and all DED offerings. Mohammed Shael, CEO of the DED’s Business Registration and Licensing division, told Dubai City Guide that the new online tools “will simplify several licensing procedures and further ease the process of setting up businesses with the minimum of procedures and paperwork. It is in line with our strategic objective of creating an investor-friendly environment and encouraging investors to regard Dubai as their investment destination of choice.” The DED’s ultimate goal is for all registration and licensing activities to happen online, so that the DED can redirect its staff resources to higher-value activities - such as business advisory services - that support existing businesses and attract new ventures to Dubai. By raising the bar in customer service, the DED also hopes to inspire other government departments to do the same. http://www.ideo.com/work/service-redesign