Success can be gauged by a product’s or service’s market share, revenues and profits. The measures are different for nonprofit and public sector organizations. How do you set performance indicators when your product is the experience and trust is your currency? Organizations are heavily invested in technology solutions for their individual products and services, but most of them struggle to create a holistic strategy that combines all delivery channels. To enhance the customer experience, digital strategy needs to include both; information and technology. The State of Georgia is recognized as a leader in digital experiences. This presentation features recent overhaul projects where the state developed a new visual brand design based on resident experiences. This presentation addresses a framework to cultivate a digital ecosystem to build a trusted environment for customer interactions, mapping customer touch points and designing experience road maps for customer journey.

1. When experience is
the product and trust
is currency
Nikhil J. Deshpande

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Nikhil J. Deshpande
Chief Digital Officer,
State of Georgia
@nikofthehill

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GEORGIA
Name
Font
State
Country

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Public trust in the government remains near
historic lows. Only 18% of Americans today
say they can trust the government to do
what is right.
“
”- PEW RESEARCH CENTER December 2017

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People's expectations are going up and trust
is going down; that is a very bad place to be
caught.
“
”- Alex Benay CIO Govt. of Canada

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Graphic Credit: CustomerGauge

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Government People

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Government People
Legislation &
Policy
Technology
& Processes Experience

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Legislation &
Policy
Technology
& Processes Experience

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Legislation &
Policy
Technology &
Processes
Experience

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Design Thinking
Graphic Inspiration IDEO

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Based on illustration by ERepublic Labs 2014
EFFORT
IMPACT
In-Person
PaperProcesses
Internet
Mobile
AI/ML
Predictive

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EFFORT
IMPACT
In-Person
PaperProcesses
Internet
Mobile
AI/ML
Predictive
Based on illustration by ERepublic Labs 2014

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EFFORT
IMPACT
In-Person
PaperProcesses
Internet
Mobile
AI/ML
Predictive
Based on illustration by ERepublic Labs 2014

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Image Credit: N/Ng Neilson Norman Group

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Pyramid of Experiential Design

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Functional
Security, Performance, Availability

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Accessibility

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Resource: WebAIM

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We’re all Temporarily
Able-Bodied
Developing products that provide universal
access benefits all of us in the long term.

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Functional
Security, Performance, Availability
Usable
Accessibility, Fluency, Navigation

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Organizational

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GA.GOV

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GA.GOV

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GA.GOV

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GA.GOV

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GA.GOV

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User Centric

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Heat map testing

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80/20
80% of intent
20% Content

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GA.GOV

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GA.GOV

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Functional
Security, Performance, Availability
Usable
Accessibility, Fluency, Navigation
Comprehensible
Plain language, Structure, SEO

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Readability

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Resource: WebFX

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Resource: Siteimprove

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Structured

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Functional
Security, Performance, Availability
Usable
Accessibility, Fluency, Navigation
Comprehensible
Plain language, Structure, SEO
Delight
Visual Design, Enhanced functionality

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Functional
Security, Performance, Availability
Usable
Accessibility, Fluency, Navigation
Comprehensible
Plain language, Structure, SEO
Delight
Visual Design, Enhanced functionality
Commitment
Personalize, Customize, Integrate

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Users

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Personas

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Archetypes

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Archetypes: Behavior patterns that cross demographic lines
User research : UserInsight

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Archetypes: Behavior patterns that cross demographic lines
● Highly cautious
● Highly confident
● Self-trusting
User research : UserInsight

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Archetypes: Behavior patterns that cross demographic lines
● Highly impulsive
● Highly confident
● Self-trusting
User research : UserInsight

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Archetypes: Behavior patterns that cross demographic lines
● Neither cautious nor impulsive
● Neither unsure nor confident
● Need guidance
User research : UserInsight

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Archetypes: Behavior patterns that cross demographic lines
● Fairly cautious
● A little unsure
● Need guidance
User research : UserInsight

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Archetypes: Behavior patterns that cross demographic lines
● Highly cautious
● Highly unsure
● Need guidance
User research : UserInsight

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Experience is our product
and trust is our currency“
”

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● Consistent message / Unified brand
● Interactions are moving beyond the web
● Think user-first and omni-channel
● Structured content is future ready

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Connect
@nikofthehill
digitalservices.georgia.gov