Public servants’ Idea Bank, Imagination Bank
Creativity Promotion Division of Seoul Metropolitan Government

The Problem

Constraints of the old paperwork-centered public servant suggestion system on creativity of public servants

In 1977, Seoul City created a paperwork-centered suggestion system designed to urge public servants to contribute their creative ideas so that the city could utilize them in making policies and budget retrenchments, improve administrative efficiency and boost public servants’ interest in the suggestion system and their capacity for problem solving.
However, the suggestion system required much paperwork and the public servants who contributed their ideas did not have access to the idea review process or the idea review committee. Moreover, the ideas submitted were reviewed only twice a year in an unnecessarily complicated and formal process, which discouraged public servants from actively contributing their ideas and, consequently, has made the system perfunctory as the ideas suggested were rarely translated into policy.

Imagination Bank gives wings to imagination and creativity for citizen satisfaction

In 2006, Seoul City built a new suggestion system, the “Imagination Bank,” that ensured idea contributors’ access to the review process, transparent screening, and viability of their ideas. The Imagination Bank allows public servants to submit their ideas on the website anytime and anywhere. A team of Seoul City civil servants and experts then review the ideas, and their potential to be put into action, in three stages. The idea contributors can find out whether their ideas have been chosen or not on the homepage.

Seoul City civil servants have suggested a variety of ideas through the Imagination Bank with which to improve citizen satisfaction. In a bid to encourage more civil servants to submit their ideas and manage the system more effectively, Seoul City has provided incentives and upgraded the system so that the idea contributors can see how their ideas become a reality, online.

Solution and Key Benefits

 What is the initiative about? (the solution)
Over 220,000 ideas suggested through the Imagination Bank over the past five years

A total of 4,664 ideas were collected, which means 466 ideas a year, during the period of ten years from 1997 to 2006. With the introduction of the Imagination Bank in July 2006, however, 21,151 ideas were collected in the second half of 2006, 26,607 in 2007, and 37,660 in 2008, which represents an average of 28,472 ideas, annually. In 2009, when the suggestion system was upgraded, roughly 15,000 civil servants with Seoul City proposed over 100,000 ideas, which is equivalent to seven ideas per person. The ideas that were accepted by the city were put into action in diverse areas ranging from work processes to policy making. The following are some of the major examples of how a small idea becomes a huge reality.

Moonlight Rainbow Fountain and Hangang High Wire World Championships
The Moonlight Rainbow Fountain was born out of the idea that a bridge fountain would give the citizens crossing the submerged bridge the impression that they were driving through a waterfall, while visitors near the waterfront area could appreciate a bridge that spouts water like a waterfall. The 1140m-long bridge fountain has been recognized by the Guinness Book of Records as the world’s longest bridge fountain and a new landmark in Seoul.

The guidelines for spring management created by the Ministry of Environment require each district to post the water quality test result of each spring under its jurisdiction. However, as the majority of citizens are not familiar with the technical aspects of water quality and the test results are written in too small a font to read, a public servant suggested a traffic light-like color code system to indicate the water quality as the following: red indicates that the water quality of the spring in question is unsatisfactory, green indicates satisfactory and amber that water quality has been retested after an unsatisfactory test result. Thanks to the traffic light-like color code system, citizens could readily tell the water quality of the springs in their districts.

The Hang River High Wire World Championships was also born from Imagination Bank. Established today as a major tourism product in Seoul, the competition, in which competitors cross a 1.1 km-long tightrope tied across the Han River, lures the world’s top tightrope walkers every year and showcases their dazzling feats of skill with the beautiful river as the backdrop to Seoulites and visitors from around the world.

Last but not least, Seoul City’s water supply facilities are equipped with roughly 180,000 valve boxes and the loose bolts in these often cause water leakages (over 400 cases a year). Since some of the valve boxes are located in narrow areas and hence not readily accessible, Seoul City had to dig up the valve box areas, in the past, so as to tighten the bolts, which is time and money consuming and inconvenient. However, today, Seoul City no longer has to dig up the road to tighten bolts and stop water leaks thanks to the brilliant idea of inventing a tool with which to tighten the bolts in the valve boxes by simply opening the iron lids of the valve boxes. With the newly invented tool, Seoul City can now save 163 million won annually without sacrificing the comfort and convenience of its citizens.

Imagination Bank as a driver of learning in everyday life

The Imagination Bank has turned many ideas into a reality and contributed to improving the quality of Seoulites’ everyday lives and the efficient and economical delivery of public services. Also, it has motivated public servants to look within themselves for ideas to better serve the public and make learning a part of their lives in order to embody creative city governance.

Actors and Stakeholders

 Who proposed the solution, who implemented it and who were the stakeholders?
Imagination Bank, the brainchild of the mayor of Seoul City and built on the active participation of civil servants
When he took office as the Mayor of Seoul City in Jul. 2006, Oh Se-hoon stressed the necessity of a creative idea suggestion system that would motivate public servants to make the best of their creativity and imagination when fulfilling their duties. No matter how trivial the duty, the pursuit of “creative governance” was to become the mantra of every city employee. Driven by Oh’s determination, the “100-Day Creative Seoul Promotional Headquarters,” which consists of a group of civil servants and experts, launched the “Imagination Bank” system.

In 2008, in response to a request by the mayor to urge civil servants’ active participation in the suggestion system, the relevant civil servants launched the upgraded suggestion system dubbed the “Imagination Bank.” It had been created based on the similar systems of private businesses and gaming sites. In addition, the suggestions of colleagues were collected and contest to name the character as the symbol of the new system was held.

Citizens’ happiness as the ultimate goal of the Imagination Bank
The Imagination Bank has provided public servants with the opportunity to improve and innovate in their work from citizens’, not service providers’, perspectives. This has resulted in a qualitative improvement in diverse areas of civil governance and has provided citizens with better services.

(a) Strategies

 Describe how and when the initiative was implemented by answering these questions
 a.      What were the strategies used to implement the initiative? In no more than 500 words, provide a summary of the main objectives and strategies of the initiative, how they were established and by whom.
Imagination Bank - an idea bank open to all Seoul City civil servants

Upon his inauguration in 2006, Seoul Mayor Oh Se-hoon launched the “100-Day Creative Seoul Promotion Headquarters,” a temporary organization consisting of a group of civil servants and citizens. And this organization created the Imagination Bank to manage and translate the creative ideas of civil servants into public administration.

Designed to make the suggestion system more accessible to Seoul City civil servants, and to reduce the need for them to go through various cumbersome formalities, the Imagination Bank is an internal link to the electronic approval system that civil servants use every day. All the ideas submitted are stored in the “idea bank” and categorized into 35 areas, such as traffic, culture, welfare, public administration, and the like, so that they can be utilized later, even if they cannot be put into action immediately, and civil servants can gain access to them whenever necessary and develop them further.
Seoul City reviews and assesses all of the ideas submitted to the Imagination Bank in a transparent way to inform the idea contributors of how their ideas are being utilized and to urge them to suggest more ideas. The city also allotted a budget and workforce to make civil servants’ participation as part of their daily routine and upgrade the system by adding more interesting elements, expanding the incentives and improving the idea reviewing process.

(b) Implementation

 b.      What were the key development and implementation steps and the chronology? No more than 500 words
The system that constantly evolves to meet the needs of its users
Seoul City created a suggestion system for civil servants on Aug. 17, 1977, in conformity with the guidelines for the Seoul City public servants’ suggestion system. In Jul. 2006, the city unveiled a new suggestion system named the “Imagination Bank,” which allowed public servants to suggest their ideas anytime, anywhere without formality so as to create an idea database. In order to upgrade the system and fix its various operational problems, the city examined various suggestion systems that had been implemented by private businesses and analyzed the various needs of the public servants. Seoul City designed the system in Sept. 2008 and completed the character and screen design in Oct. A test run was conducted and a training session for civil servants held in Nov. and Dec., respectively, of the same year.
On Jan. 1, 2009, Seoul City officially launched an upgraded system that featured the addition of more interesting elements and expanded incentives. Since Nov. 15, 2010, the city has been engaging in a second system upgrade to add more features to improve communication and online discussions with user feedback and system improvement as the basis.

(c) Overcoming Obstacles

 c.      What were the main obstacles encountered? How were they overcome? No more than 500 words
Imagination Bank encourages self-motivated participation through appealing features
While the Imagination Bank has contributed significantly to the discovery of innovative ideas and the creation of an organizational culture that promotes member participation, the system experienced certain drawbacks when public servants complained about low evaluation scores, a long winded evaluation processes, evaluations that lacked detailed explanations and a lack of fun elements.
In order to enhance user satisfaction, self-motivation and sense of achievement, Seoul City upgraded the system in 2008 and introduced virtual currency and characters, similar to those in online games. For instance, cyber money is both given to idea contributors and idea reviewers in line with the evaluation scores their idea received and the number of ideas they reviewed, respectively. Accumulated cyber money could then be cashed in for self development and cultural activities. Users of the Imagination Bank are categorized into six levels: beginner, master, hero, and the like and specific characters symbolize specific levels. A user who reaches the highest level, “the king of creativity,” is given the opportunity to participate in “global policy training”. In addition, the city streamlined the three-stage, online idea evaluation process to cut the evaluation period from over a month to less than seven days.

(d) Use of Resources

 d.      What resources were used for the initiative and what were its key benefits? In no more than 500 words, specify what were the financial, technical and human resources’ costs associated with this initiative. Describe how resources were mobilized
In 2006, a civil servant specializing in computer processing and one administrative supporter built the suggestion system based on a simple design that could create a database with the submitted ideas. In 2008, the city commissioned a system development company to improve the system. The injection of 79 million won and a six-strong workforce, including one system planner, two programmers, two designers and one administrative supporter saw that upgraded system through to its completion. For the second system upgrade commenced in Nov. 2010, the city has invested 187 million won and hired one system planner, three developers, one designer and one administrative supporter to complete the project by Dec. 2011.

Sustainability and Transferability

  Is the initiative sustainable and transferable?
Creating and sharing the best ideas based on work-related knowledge and experience
Financial resources are indispensible for the incentives that are offered to the civil servants who contributed ideas, put ideas into action and maintain and upgrade the system.
The ideas suggested by civil servants tend to be more practical, realistic and feasible than the ideas proposed by the public as civil servants are more familiar with the various institutional problems, their nature and legal basis. In this respect, the ideas that have been suggested and put into action by public servants have had a great effect on everyday life in Seoul and are expected to bring about remarkable improvements in service quality when applied to public institutions.
The creative and transparent operation of the Imagination Bank was covered by several news media outlets. For instance, the daily Seoul Shinmun and the news agency Yeonhap News featured articles on the Imagination Bank in 2008 and some 10 public institutions, including various cities such as Incheon, Cheongju and Iksan and Gwacheon Customer Satisfaction, and over 10 private businesses, including Woori Bank, Shinhan Bank, Hana Tour, E-Land and Home Plus, have benchmarked the suggestion system. Also, The Korea Management Association Consulting singled out the Imagination Bank as an outstanding suggestion system at a seminar on creative suggestion systems and the Korea Innovation-Skill Competition in 2010.

Lessons Learned

 What are the impact of your initiative and the lessons learned?
Accessible. The Imagination Bank allows any Seoul City civil servant to submit their ideas at anytime in the absence of formalities. As a result, over 60 times more ideas have been collected than before, and many brilliant ideas have been brought to life.

Fun. Unlike other online sites operated by the public sector, the Imagination Bank utilizes various fun elements, such as cyber money, mileage rewards and characters, to motivate user participation.

Rewarding. Seoul City offered idea contributors a cash incentive of 200 to 300,000 won per idea as a reward for their commitment. Although the cash reward comes to only an annual amount of 16,000 won, on average, per each of the 15,000 Seoul City civil servants, it is a welcome change for users considering the fact that their efforts went unnoticed before the launch of the Imagination Bank.

Transparent. Seoul City runs the Imagination Bank transparently so that users can access the entire idea evaluation process from idea submission to cash reward payment in real time. They are also notified when each evaluation process has been completed.

Self-motivating for creative organizational culture.
Since his inauguration as the Mayor of Seoul City in 2006, Oh Se-hoon has pursued “creative city governance” in which civil servants are motivated to freely share their ideas. This has been the source of change in Seoul. He stressed that while the primary goal of creative city governance is to increase the happiness of citizens, it will make civil servants and their families and, ultimately, all human beings around the world happy.

Under his strong and visionary leadership, Seoul City civil servants have created an organizational culture that urges its members to make the best of their creativity. The Imagination Bank is a new-concept suggestion system that has invited paradigm shift through new ideas.

The Imagination Bank will keep pushing the boundaries of public service.
Seoul City will continue to keep up with user demand and the latest IT trends for the enhancement of accessibility and efficiency of the Imagination Bank to attract as many ideas as possible. The Imagination Bank is not simply a “bank” that stores ideas but an exciting arena where ideas are nurtured, shared and put into action. Seoul City plans to add more features to the Imagination Bank, such as “reply” and “vote” buttons to enhance the level of user participation.

Contact Information

Institution Name:   Creativity Promotion Division of Seoul Metropolitan Government
Institution Type:   Government Department  
Contact Person:   Soojin Cho
Title:   Manager  
Telephone/ Fax:   82-2-2171-2107
Institution's / Project's Website:   82-2-2171-2190
E-mail:   soojincho@seoul.go.kr  
Address:   Deoksugung-gil 15, Jung-gu
Postal Code:   100-110
City:   Seoul
State/Province:   Seoul
Country:  

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