In 1994, the City of Pasadena completed a comprehensive reorganization of the development approval process and created a model permit processing center. With improved customer service as the driving force, the city engaged a team of broadly representative staff and customers in a series of focus groups to design the new center. The groups determined that a customer service priority was to find a way to simply explain 1) where the customer is going in the process, 2) how long it will take, and 3) how much it will cost. In addition, the materials must be non-bureaucratic, customer-friendly, visually appealing and purely representative of the city's new approach to doing business.

After investigating similar development manuals from across the country and finding them unsatisfactory, Pasadena ultimately designed an entirely new format. The Development Guide folder consists of general information in the right pocket and a set of customized project materials in the left pocket.

The Right Side
The right side is designed to give the customer an overview and understanding of the entire process. It begins with a brochure introducing the new Permit Center and explaining some of its functions and features. (This brochure is designed to be used independently as well.) A series of "shingle sheets" followed by a flowchart explain the what and why of each major step in the review process. A case manager can easily map out the expected path for a project with a highlighter pen on the flowchart, much like a travel route mapped by the auto club (including estimated travel time.)

The Left Side
The left side of the package is designed to give the customer details on how to complete each step in the process. In addition to a master application form, it contains a customized series of information packets which outline the steps and requirements of each required review. The color coded "form holders" relate each step to the big picture on the right and organize materials into distinct steps. Each package contains a procedural narrative, a supplemental application, a submittal checklist and any additional materials related to the review, such as design guidelines or meeting schedules. A Fee Calculation Worksheet completes the details for the applicant's project.

Use
The Development Guide is presented to the applicant by a case manager at an initial pre-development plan review meeting. The case manager walks the customer through the review process using the materials on the right side of the guide and highlights on the flowchart the steps the customer will be required to complete. The case manager then explains the details of the process using the materials on the left, including explanations of how to submit applications, what materials are required and any technical specifications or design guidelines the project will be expected to meet. The case manager then completes the Fee Calculation Worksheet with the customer, explaining the fees in relation to the project procedures just discussed.

Implementation

The pocket folder with individual features was chosen for several reasons:

Customization
While other sample guides include only general information on all types of project reviews, the Pasadena Development Guide is customized to provide only the information the customer needs and in complete detail. The elimination of extraneous information makes the guide easier to use and saves paper.

Flexibility
It was necessary for the final product to be easily and inexpensively updated. City procedures and/or fees can change unexpectedly and frequently, especially during a process of improvement. Spiral bound examples from other cities were out of date quickly and could not be updated. Because each piece of the Development Guide is independent, each can be updated and easily replaced.

Cost-effectiveness
The city wanted a package that demonstrated quality, professionalism and a non-bureaucratic image, yet the potential for frequent updates also required production to be cost-effective. As a result, the package was designed so that general information which would not change frequently was professionally printed, while the more detailed procedural elements (likely to change) were produced with simple photocopying. A consistent graphic theme and color-coded "form holders" tie the pieces together.

After reviewing several options with the communications focus group, the concept for the folder and contents was conceived by Permit Center management and public relations staff. It was presented to focus group participants using color mock-ups and fine-tuned by the group. The final product was implemented by public relations staff with the assistance of a professional graphic designer.

Results & Evaluation

The focus group, including customer representatives ranging from homeowners to local business people to major developers, provided feedback and evaluation of the product throughout the design stages and at the completion of the final product. The group agreed that the Development Guide met every requirement that had been set out during the planning stages. In addition to being highly responsive and functional, the group felt that the "high-tech" graphics and color scheme lent it a surprisingly cutting-edge, non-bureaucratic feel which contributed to creating a new image of local government.

The Development Guide was also presented to customers who had difficulty with the process in the past. All agreed that having more information about the process up front, as in the Development Guide, would have greatly reduced their frustration and facilitated a faster and smoother experience. In the past, customers often left the city with an armload of materials. On reviewing the materials later, however, they often couldn't remember what everything meant or organize the materials in relation to one another.

New customers at the Permit Center are surprised and delighted with the clear presentation of information and the organized format. Although the Development Guide is only one of many changes made in the new Permit Center, customers feel it is a significant symbol of a new approach to serving the customer which leaves a lasting impression.