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Learn how digital government can successfully engage citizens and increase overall satisfaction in public services through a mobile-first approach.
More than half the world’s population now uses mobile communications and government is entering a new digital age in how it interacts with citizens. Switching to mobile is a viable option for cost-constrained governments looking to increase citizen satisfaction and delivering public services for the future. Yet, so far, digital governments have been unable to match citizen expectations for mobile services. To provide the mobile public services citizens are expecting, with a quality and performance levels similar to those offered by commercial organizations, digital governments need not only to make a fundamental shift in mindset but they also need to develop a new approach to web design around the user experience.
Simply put, for citizens today, mobile is king. But very few digital governments have launched mobile public services. And where they did, the current low level of adoption suggests that governments have underestimated the challenge in making the shift. For digital governments who want to grow levels of citizen engagement without additional cost, switching to mobile should be a priority. But simply adding mobile services to existing services is not enough. To meet citizen expectations and increase user adoption, the transition to mobile needs to be seen as an evolution from a model based around transactions, to a new “mobile mindset” model based around interaction.
Accenture’s 2013 Citizen Survey showed a high correlation between overall satisfaction with public services and use of digital channels. In other words, when governments provide digital services that meet citizen needs, overall satisfaction in public services tends to increase. But to deliver an engaging and interactive user experience and increase satisfaction, design must be a priority in mobile implementation, not an afterthought. While many private sector companies have invested in developing digital user design capabilities, few digital governments are yet to do so. This is urgent as the development skills needed now are much more specialized than the equivalent skills for earlier generations of digital services. While developing mobile services will require new investment, experience among digital government suggests that the return on this investment, through reductions in the cost of transactions, will be significant.
To deliver comprehensive mobile services that fully engage citizens, public services have to develop a deeper understanding of user needs, new digital design skills, and rethink the technologies and organizations that supported their digital government services. Only with this knowledge, combined with creative design skills, can the design process begin. To determine which is the right design approach for the public service, the organization must consider upfront many factors – including user context, site content, time and budget. But making this mobile shift will be more than worthwhile—by creating a world-class digital user experience, digital government can have a tangible impact on citizen satisfaction and engagement.
July 29, 2014
Digital Government: Selecting the right mobile development approach—Infographic
Having difficulties deciding which web design approach to adopt? Follow our decision tree to find the right solution for your public service organization.
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