Insufficient attention has been paid to developing a systematic method for evaluating the effectiveness of the experiences created by public sector service design. Citizen experiences are at times monstrous: rambling, fragmented and frightening. This paper describes research used to assess the experience of starting a small business in Australia as a pilot study for a larger research program for evaluating effectiveness. This research study applies the theoretical model for Experience Effectiveness (XE), a framework with metrics to compare, evaluate and improve government-citizen services. Our aim is to tame the Frankenstein of service design: public sector services.