Public policy making process often neglects capturing latent needs of people. Latent needs of citizens are not easily manifested in the traditional and bureaucratic models of opinion gathering. Korean government recently investigated an alternative approach, "Gov. 3.0 Design Group" to reorient the process to be more people-centered. Government officials, citizens, policy experts and service designers collaborate through the group to craft innovative people-centered policies. The group’s work transitions top-down process of policy-making into bottom-up journey of every day citizens.