Turn service disruptions into opportunities: A playbook for public sector transformation

Every service breakdown is a golden opportunity to redefine the future of government services.

January 30, 2025

Welcome to the late January issue of the Button Insight Newsletter!

The Big Story

Turn service disruptions into opportunities: A playbook for public sector transformation

Every service breakdown is a golden opportunity to redefine the future of government services. We’ve all experienced the frustration: endless website loops, unhelpful call centres, or hours lost trying to navigate a simple process. These moments erode trust—and trust is everything in the public sector. But what if these breakdowns were opportunities to spark long-term transformation?

The secret lies in empathy. By truly understanding user pain points, government agencies can go beyond “fixing” problems. They can reimagine services with a user-first approach that’s not only efficient but genuinely impactful. When you focus on the human experience, you unlock insights that lead to better systems, stronger relationships, and higher trust.

It’s time to rethink your approach to service delivery. What if you could turn every frustrating user experience into a breakthrough moment that strengthens your agency's reputation and delivers results that matter?

Ready to transform the way you serve your community?

YOUR TURN!

Are you in Victoria, B.C. on Feb. 12? Then join us for this hands-on session that will introduce key principles of Service Design. Through engaging empathy exercises, you'll explore how to uncover hidden service flaws and reimagine solutions that align with user needs.

During this session, you will:

  • Participate in empathy-driven exercises to uncover user pain points.

  • Learn how to identify service breakdowns and hidden gaps.

  • Experience practical tools for designing solutions that work in the real world.

Walk away with actionable insights and inspiration to take your service design approach to the next level. Learn from industry experts and network with like-minded individuals passionate about enhancing user experiences.

DATE: Wed., Feb. 12, 2025 
TIME: 5 PM - 7:30 PM PST 
PLACE: theDock - Centre for Social Impact (722 Cormorant St., Victoria, B.C.)
COST: $12

COMMUNITY ENGAGEMENT

Empowering Tomorrow's Change-makers: Button’s Elliott Lee at Royal Roads University

The Button team makes it our mission to give back to the communities in which we work. A recent example was when our Senior Service Experience Researcher & Designer, Elliott Lee, recently led an interactive workshop for final-year students of Royal Roads University’s Bachelor in Business Administration in Innovation and Sustainability.

Focused on launching eco-conscious brands, the session brought human-centred service design to life through user personas, empathy mapping, and user journeys. Together, we’re shaping the next generation of design leaders—and tomorrow’s change-makers!

Help Us Build Innovative Technology!

At Button, we’re here to inspire you to make a difference—whether by shaping technology directly or contributing through essential roles that drive impact. Be part of our journey to create meaningful change!

Send your resume to Charlyne at [email protected] and explore the possibilities of what we can achieve together.

Meet the Buttoners

Meet Suha Fatima, Button’s UX and UI designer

Suha is a passionate user experience (UX) and user interface (UI) designer who has been crafting meaningful digital experiences at Button for more than three years. Her journey into the world of design began with a strong foundation in graphic design, a craft she continues to pursue on the side through branding projects for non-profits, small businesses, and even the occasional e-wedding invitation.

Fun fact: illustrations on our website and merch were drawn by her!

With a Bachelor of Arts in Mass Communication and a diploma in Interactive Media Design, Suha combines creative artistry with a strategic approach to problem-solving. What truly drives her is creating solutions that deliver social impact. Whether she’s refining a digital product or translating policy into digital design, Suha thrives on opportunities to make a difference.

As a third-culture kid, Suha’s life is a blend of diverse influences. She grew up in Kuwait, has roots in India, and now calls Toronto home. She believes the best way to connect with any city, specifically Toronto, is to explore its neighbourhoods on foot, soaking in the architecture and indulging in the rich variety of cuisines that reflect its multicultural spirit.

Beyond her professional pursuits, Suha has a keen interest in urban design and architecture, Urdu poetry, writing, cooking new recipes and perfecting the art of hosting.

Her wanderlust keeps her exploring the world, and she finds joy in discovering new cultures and perspectives and bringing it into her art. As the eldest of four sisters, Suha cherishes her family deeply and often shares her adventures with her younger siblings, husband and parents.

Team Update

The Button holiday postcards

Catalina Galán, Administrative Assistant

This holiday season, Catalina took a memorable trip with her family. They visited the Boyacá Bridge in Tunja, Colombia, to admire the Christmas lights and stopped for some family photos. She also traveled to Villavicencio, a serene destination just four hours from Bogotá, surrounded by nature. While there, she enjoyed horseback riding, and soaking up the warm weather by the pool.

Francesca Viduya, Software QA Developer

Francesca and her partner’s family spent the holiday in Banff, Alberta, for the first time, and it was an unforgettable adventure! Despite the fog and cold, the experience was truly magical. Their first stop was Lake Louise, which was semi-frozen, but it was stunning! The mountains were massive, creating a breathtaking view. They also took a ride on the Banff Gondola up Sulphur Mountain, which was a great experience.

Charlyne Fothergill, HR Lead

Charlyne spent her holiday in the Okanagan, where she enjoyed a festive truck light parade and a fun day of tubing at Silverstar. The snow was perfect for building snow people, adding a touch of winter magic to the experience!

Elliott Lee, Senior Service Experience Researcher & Designer

Elliott and his family celebrated the holidays together in their gezellig home with extended family who visited Canada from Australia to play in the snow and skate on the pond.

Worth Your Attention

What We’re Reading: Design for a Better World: Meaningful, Sustainable, Humanity Centered, by Donald A. Norman

In Design for a Better World, Donald A. Norman delves into the transformative power of design to address some of today’s most urgent global challenges. With a focus on creating meaningful, sustainable, and humanity-centered solutions, Norman emphasizes the need for design to prioritize user well-being, environmental impact, and social equity.

Through a combination of compelling case studies and insightful analysis, he demonstrates how design can move beyond mere functionality to serve a higher purpose. Norman challenges designers to rethink their approach—shifting from a product-centered to a people-centered perspective. This book is an essential read for those looking to harness design thinking as a tool for creating real-world change, offering practical insights on how to design for both people and the planet’s future.

Further Reading

Stay on top of vital digital services news and tips by checking out insights from our previous newsletters!

BE MORE EMPATHETIC: A tale of technology and transformation in public services.

HOW TO EMPOWER YOUR TEAM TO EMBRACE CHANGE: Button’s four key considerations when tackling the human side of digital projects within your organization.

AGILE SCALE SCRUM AND USER TESTING YOUR PRODUCT: How to emphasize working in cross-functional teams for clear communication, iterative development and flexible adaptation.

AI IN THE PUBLIC SECTOR: We break down AI’s potential to revolutionize public services—as well as the serious pitfalls to acknowledge when handling public information and public trust.

🔥 THE NEWEST HOT BUTTON REPORT: Learn how to rebuild trust with your stakeholders. Download the full, free report now.

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