This document discusses citizen-centric design in government services. It notes that effective citizen-centric design requires considering legislation/policy, technology/processes, experience, and citizens. It advocates applying human-centered design principles to understand citizens and identify archetypes across demographic groups. The document also presents a pyramid of user experience expectations with the foundational levels being functional, usable, comprehensible experiences and the higher levels providing delight and commitment through personalization. The overall message is that experience should be the product of government services and trust the currency.