Design strategies for Citizen Strategic Orientation

This paper discusses the Public Service Logic (PSL) concept, which suggests that public services should be viewed as 'services' with a focus on participation and value. Citizen engagement is essential to achieving a citizen strategic orientation in public service organizations (PSOs), but challenges are associated with it. We argue that the design theory can help overcome these challenges by emphasizing empathy and co-creation with stakeholders to generate new and creative solutions. The study methodology involves a mixed-method analysis, including a survey to identify a public service with low citizen satisfaction and qualitative analysis based on design strategies. The findings suggest that design strategies for citizen strategic orientation can lead to the convergence of different perceptions and the development of service design ideas and solutions that meet stakeholder interests