Service design provides novel ways for public service organisations to connect with their users and gain insights on their experiences. These insights should guide service development instead of policies that focus on efficiency at the cost of customer experience. Service design tools such as customer journey mapping have been helpful in identifying and communicating the customers’ experiences.

This thesis uses the customer journey map methodology to study and analyse employment services. Data is gathered through semi-structured interviews with jobseekers and employees of the Sipoo municipality. The objective of the study was to identify how both national and municipal employment services are experienced from the jobseekers’ perspective. The thesis presents five customer journey maps and in addition a service blueprint that represents the service delivery process from the municipality’s perspective.

This thesis shows that employment services are fragmented and multi-channel by nature. Personalized service encounters are important throughout the service process despite the prevalence of electronic and online interfaces. Due to the fragmented nature of the service experience, consistent information and support is difficult to find and access. Some of these issues stem from the challenges presented by inter- organisational communication and bureaucracy. The findings of this thesis support providing the municipality with more autonomy in providing and arranging local employment services.