Citizen-centric design is a key driver of successful public sector services - but what are the must-have components to build robust CX?
Factor in ‘the three Es’ of CX: Ease, Effectiveness and Emotion.
Use the discovery process to understand the complete citizen journey.
Identify the negative emotions and where they occur in the process.
Use all the tools at your disposal - ethnographic research, customer data etc.
Drive awareness and understanding of the CX vision across the organisation to get buy-in
Make decisions based on the citizens’ preferences - not your own.
Think in straight lines: understand the user’s end goals, and get them there as fast as possible.