{"id":258,"date":"2020-07-14T08:31:10","date_gmt":"2020-07-14T06:31:10","guid":{"rendered":"http:\/\/observatoire-asap.org\/?p=258"},"modified":"2021-03-08T21:35:49","modified_gmt":"2021-03-08T20:35:49","slug":"innovation-publique-et-design-en-france-une-question-de-recherche","status":"publish","type":"post","link":"https:\/\/observatoire-asap.org\/index.php\/2020\/07\/14\/innovation-publique-et-design-en-france-une-question-de-recherche\/","title":{"rendered":"Innovation publique et design\u00a0en France : une question de recherche"},"content":{"rendered":"

Image extraite de Margaret Hagan (Open Law Lab), What is a design approach to policy vs traditional policy-making? (25\/07\/2019)<\/em><\/a><\/p>\n

Face aux enjeux de transformation des administrations et des services publics (h\u00f4pitaux, transport, services culturels\u2026), la d\u00e9marche design<\/em> est fortement mobilis\u00e9e aujourd\u2019hui dans le champ de l\u2019action publique. Philippe Lefebvre, qui a travaill\u00e9 fr\u00e9quemment depuis quelques ann\u00e9es sur le th\u00e8me de l\u2019\u2019innovation dans les services publics, estime d\u2019ailleurs que l\u2019innovation par le design<\/em> est, avec l\u2019innovation par le num\u00e9rique et l\u2019innovation par l\u2019exp\u00e9rimentation, l\u2019une des trois formes d\u2019innovation apparues ces derni\u00e8res ann\u00e9es en France dans ce secteur (Lefebvre, 2018a).<\/p>\n

Cette d\u00e9marche design<\/em> est innovante au sens o\u00f9 elle contribue \u00e0 interroger et repenser les situations ou les dispositifs existants, et elle s\u2019affiche comme tr\u00e8s polyvalente, dans la mesure o\u00f9 elle \u00eatre appliqu\u00e9e \u00e0 des questions ou objets vari\u00e9s, dans des configurations souvent pluridisciplinaires ou participatives associant d\u00e9cideurs, agents et usagers. Pour ce faire, elle vise \u00e0 combiner des m\u00e9thodes d\u2019appr\u00e9hension du terrain et de travail sur les usages et les pratiques.<\/p>\n

Mais de quoi s\u2019agit-il exactement ?<\/h2>\n

Les relations entre administrations publiques et design<\/em> sont en fait anciennes, si on se r\u00e9f\u00e8re \u00e0 une conception du design<\/em> issue du marketing et formalis\u00e9e dans les ann\u00e9es 1980 et 1990 qui prend l\u2019usager comme un objet passif de connaissance, afin d\u2019am\u00e9liorer son exp\u00e9rience du service public. Ce type de m\u00e9thodologie de conception ou d\u2019am\u00e9lioration des services, qui se basait sur des enqu\u00eates de sciences sociales quantitatives ou qualitatives, et recr\u00e9ait mentalement l\u2019exp\u00e9rience du consommateur ou de l\u2019usager, par des \u00ab users journey<\/em> \u00bb, ou des \u00ab blueprinting<\/em> \u00bb, a en effet \u00e9t\u00e9 utilis\u00e9 dans ces ann\u00e9es-l\u00e0 par l\u2019administration fran\u00e7aise (Jeannot, 1998). Le tout, pour produire des rapports ou des notes de synth\u00e8se o\u00f9 se d\u00e9finissaient les contours des services \u00e0 implanter.<\/p>\n

Cependant, certains des designers<\/em> qui ont investi le champ de l\u2019action publique dans les ann\u00e9es 2000 en France, corr\u00e9lativement \u00e0 l\u2019apparition du \u00ab design thinking<\/em> \u00bb aux Etats-Unis, se distinguent clairement des \u00ab marketeurs \u00bb au sens o\u00f9 ils ont \u00e9t\u00e9 pour leur part form\u00e9s, non dans des \u00e9coles de management ou de marketing, mais dans des \u00e9coles orient\u00e9es au moins \u00e0 l\u2019origine vers le design<\/em> industriel (l\u2019ENSCI, notamment). Pour citer quelques exemples, c\u2019est le cas, par exemple, de St\u00e9phane Vincent, Romain Th\u00e9venet, et Adrien Demay (respectivement d\u00e9l\u00e9gu\u00e9 g\u00e9n\u00e9ral, membre du conseil d\u2019administration ou designer de terrain) qui ont particip\u00e9 \u00e0 l\u2019aventure de la vingt-septi\u00e8me r\u00e9gion, association soutenue par l\u2019Association des R\u00e9gions de France, avec comme but de promouvoir un design<\/em> \u00e0 tendance participative dans le domaine des politiques publiques.<\/p>\n

Qu\u2019est-ce que le design thinking ?<\/em><\/h2>\n

Les nouveaux designers de services publics qui sont issus des \u00e9coles de design industriel pratiquent-ils effectivement le design thinking<\/em> ?<\/p>\n

Le  design thinking<\/em> est en soi un objet d\u2019\u00e9tude assez difficile \u00e0 cerner. On peut le caract\u00e9riser tout d\u2019abord, historiquement et socialement, comme une m\u00e9thode de conception d\u2019objets ou de services promue par des designers industriels am\u00e9ricains au d\u00e9but des ann\u00e9es 2000 (Johansson\u2010Sk\u00f6ldberg  et al., 2013). Par ailleurs, le design thinking <\/em>repose souvent, conform\u00e9ment au triptyque pos\u00e9 par Tim Brown, le plus c\u00e9l\u00e8bre des d\u00e9fenseurs du design thinking<\/em> (Brown, 2009), sur au moins trois phases : Inspiration \u2013 Id\u00e9ation \u2013 Impl\u00e9mentation. La premi\u00e8re phase est une phase empathique reposant sur des m\u00e9thodes sociologiques ou ethnologiques.  Les deux phases suivantes consistent en des formes de pens\u00e9e successivement divergentes (pens\u00e9e \u00ab en dehors du cadre \u00bb, \u00ab out of the box \u00bb, disent les  designers), puis convergentes (resserrement des propositions de services ou de biens, notamment suite \u00e0 des phases de test). Ces deux phases d\u2019id\u00e9ation et d\u2019impl\u00e9mentation peuvent \u00eatre it\u00e9r\u00e9es, pour plus d\u2019efficacit\u00e9, selon Tim Brown. Enfin, on peut caract\u00e9riser le design thinking<\/em> par le fait que les livrables issus de la phase d\u2019id\u00e9ation sont majoritairement, des prototypes, lesquels sont suppos\u00e9s apporter une dimension concr\u00e8te et sensible au r\u00e9sultat de l\u2019id\u00e9ation et doivent \u00eatre syst\u00e9matiquement test\u00e9s.<\/p>\n

Une autre formalisation, issue du \u00ab Design Council <\/em>\u00bb au Royaume-Uni, \u00e9voque pour sa part un \u00ab double diamant \u00bb du design<\/em> (Lefebvre, 2018 b). Le premier diamant serait compos\u00e9 d\u2019une phase de d\u00e9couverte et d\u2019une phase de d\u00e9finition, soit d\u2019une phase de pens\u00e9e divergente suivie d\u2019une phase convergente, aboutissant \u00e0 la d\u00e9finition d\u2019un probl\u00e8me. Le deuxi\u00e8me diamant explorerait les solutions possibles, de mani\u00e8re divergente, pour enfin \u00ab d\u00e9livrer \u00bb les solutions les plus ad\u00e9quates, \u00e0 l\u2019issue d\u2019une nouvelle phase de convergence.<\/p>\n

M\u00eame si ces deux pr\u00e9sentations du design thinking<\/em> sont assez distinctes, on peut les synth\u00e9tiser et les comparer aux m\u00e9thodes de conception issues du marketing en disant que les m\u00e9thodes de conception des designers industriels entendent d\u00e9passer les m\u00e9thodes du marketing par, d\u2019une part, un travail cr\u00e9atif approfondi qui permet d\u2019ouvrir le champ des possibles au-del\u00e0 d\u2019une simple am\u00e9lioration des services d\u00e9j\u00e0 existant, et, d\u2019autre part, un travail de test de prototypes permettant de v\u00e9rifier la conformit\u00e9 des biens et services cr\u00e9\u00e9s aux besoins du consommateur.<\/p>\n

Les m\u00e9thodes des designers de services publics fran\u00e7ais rel\u00e8vent-elles toutes du \u00ab design thinking<\/em> \u00bb ?<\/h2>\n

Il est en r\u00e9alit\u00e9 difficile de r\u00e9pondre \u00e0 cette question pr\u00e9cis\u00e9ment, faute d\u2019un travail syst\u00e9matique d\u2019analyse des pratiques de conception de services publics en France s\u2019attribuant le label \u00ab design \u00bb. Partant de l\u2019hypoth\u00e8se de l\u2019application du double diamant par les designers de services publics, Philippe Lefebvre a pu montrer, \u00e0 partir de dix \u00e9tudes de cas que le design thinking<\/em> ne correspondait pas \u00e0 la pratique des designers de terrain. Ainsi, le travail de \u00ab d\u00e9couverte \u00bb men\u00e9 initialement par les designers aboutit davantage \u00e0 \u00ab une collection d\u2019\u00e9l\u00e9ments probl\u00e9matiques \u00bb qu\u2019\u00e0 la d\u00e9finition d\u2019un probl\u00e8me. Il y a bien, en revanche, une phase de cr\u00e9ativit\u00e9, et des prototypes sont bien \u00e9labor\u00e9s, m\u00eame s\u2019ils restent parfois \u00e0 l\u2019\u00e9tat d\u2019esquisses. Alors, peut-on dire au moins que les m\u00e9thodologies de conception des services publics \u00ab par le design \u00bb correspondent toujours, actuellement, au mod\u00e8le en trois temps (Inspiration \u2013 Id\u00e9ation \u2013 Impl\u00e9mentation) \u00e9voqu\u00e9 par Tim Brown pour caract\u00e9riser le design thinking<\/em> ? Cette question reste pour l\u2019instant sans r\u00e9ponse, en l\u2019absence d\u2019un travail exhaustif sur les applications des m\u00e9thodologies \u00ab design<\/em> \u00bb dans le champ des services public en France.<\/p>\n

On l\u2019aura compris, les pratiques de conception de services publics, ou de renouvellement des services publics, s\u2019attribuant le label \u00ab design \u00bb restent encore largement une \u00ab terra incognita \u00bb. Si l\u2019on veut pouvoir porter un jugement scientifique sur les v\u00e9ritables apports de la m\u00e9thodologie \u00ab design \u00bb \u00e0 l\u2019am\u00e9lioration de la qualit\u00e9 des services publics, il va falloir encore, non seulement multiplier les \u00e9tudes de cas sur les d\u00e9marches design, mais aussi progresser de mani\u00e8re importante dans l\u2019identification des diff\u00e9rences pertinentes entre les d\u00e9marches utilis\u00e9es.<\/p>\n

Pascal Arnaud<\/a> et Olivier Meier<\/a><\/p>\n

R\u00e9f\u00e9rences
<\/strong>Brown, T. (2009). Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation<\/em>. HarperCollins, New York.
Jeannot, G. (1998).  Les usagers du service public<\/em>. PUF.
Johansson\u2010Sk\u00f6ldberg, U., Woodilla, J., & \u00c7etinkaya, M. (2013). Design Thinking: Past, Present and Possible Futures. Creativity and Innovation Management<\/em>, 22<\/em>(2), 121\u2013146.
Lefebvre, P. (2018a). \u00ab Innovation et Administration : Quelle histoire (XIXe-XXe si\u00e8cle) ? \u00bb. Publi\u00e9 en ligne sur HAL, ffhal01985163f
Lefebvre, P. (2018b). \u00ab Comment proc\u00e8dent r\u00e9ellement les d\u00e9marches de Design ? Le Double Diamant \u00e0 l\u2019\u00e9preuve \u00bb. Association Internationale de Recherche en Management Public (AIRMAP), May 2018, Biarritz, France. \u200chal-01985188<\/p>\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

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