Speculative Design - AMS Adverts

When I interviewed service users of the AMS, there was one reccurring theme: The AMS is not actually helpful in getting a job.

For this section I decided to bundle all my previous pain points together. To recap, these were:

• System outdated and difficult to use
• Usability issues with AMS & eAMS
• Site translation & language issues
• Inadequate job search functionality
• Poor communication methods
• Lack of mobile optimisation

Anecdotal evidence paired with insights from the conversations with my research participants highlight a recurring theme or concept: bureaucratic & unhelpful.

To quote my research participants:

With this in mind I wanted my speculative design artefacts to provoke thoughts about a world where the AMS is not a stuffy old bureaucratic government institution, but rather more like a supportive partner or friend who helps you through a difficult time.

I considered some advertising, in the form of on street billboards, which used a change in tone and language → from solely professional and bureaucratic to empathetic, warm and potentially amusing.

Ideas:

Initial Concepts:

Unemployed people are often unnecessarily stigmatised or villainised. Playing with the phrase “Get a job!” and thinking of the ubiquitous blue ballpoint pens that might conjure images of boring office spaces, I thought about how I could play with this phrase. ’Scribble out the old ways, because we are the new AMS.’

I kept the design simple because I wanted to contrast the stark unfriendliness of plain black and white with the playfulness of the scribbles, hinting at a change towards something more friendly. The blue used for the scribbles is the same as the AMS brand blue, suggesting that it is the AMS itself that is making or initiating this change - that they are the one doing the scribbles.

These slogans envision a future where job transitions and unemployment are no longer sources of fear, and institutions like Austria’s AMS evolve into holistic support centers. Rather than focusing solely on employment, what if there was a world where the AMS could offer counseling, group therapy, financial education, and opportunities for personal growth. It could foster community building through inclusive spaces like maker-spaces, where individuals can explore new professions in engaging, hands-on ways.

I then considered broader societal shifts, including the potential introduction of an unconditional basic income, and decided to brainstorm some more ideas. Below you can see six more examples in which I considered the theme of financial support, and the provision of training.

More concepts:

On-Street Advertising Concepts

To finish up, I created some mock ups of how these might look as on street advertisements, which would signal that the AMS is changing not just to current service users but potentially the general public:
The AMS is changing, we’re friendlier, we’re more empathetic, it’s not just a new website its a new way of thinking. You may not need us right now, but when you do need us we are going to be there to help.

‘No More Negativity’

This concept challenges the status quo while also being provocative, literally showing an overwriting of the language of stigma and negativity with words that are more understanding and more human.

Final Concepts

This last concept uses some of our initial concepts, with the addition of the tagline “We understand, life happens”, imaging a world where the future of the AMS lies in becoming more than a place people must turn to in crisis—it can be a space of hope, support, and new beginnings. A friendly, familiar and supportive face to turn to during times of difficulty.

Imagine a service that offers guidance without judgment, and empowers individuals to grow, learn, and explore new paths. By making the AMS more approachable and more human, it can become a place of solidarity for those seeking a better life. A helping hand when it’s needed most, and a reminder that no one has to face these difficult changes alone.