Public servants’ profound and specific knowledge about the services they provide or design often impedes them from placing themselves in the position of an ordinary user. Without an evidence-based approach to designing services (such as collecting qualitative information on user experience and testing prototypes with real users), projects will not be tailored to the needs of citizens, people will be dissatisfied and deterred from using them, and service providers will waste skills and resources on ineffective solutions. Therefore, the way in which Serbia’s public administration thinks about developing and delivering services should shift, implementing concepts of design thinking.
Serbia’s public service providers make decisions with little knowledge of people’s preferences. Designing services together with citizens will not only benefit service users, but will also help the government to learn about its own performance in service delivery.