Citizen Experience in the Digital Age

CITIZEN
EXPERIENCE
IN THE
DIGITAL AGE
SINGAPORE
JANUARY 2019
How being a Living Government
can address the needs of citizens
and society today and in the future
Copyright © 2019 Accenture. All rights reserved.

OUR RESEARCH SHOWS PUBLIC AGENCIES
HAVE CLEAR OPPORTUNITIES TO ENGAGE
WITH EMPATHY, PROACTIVELY
EMPOWER CITIZENS AND
ORCHESTRATE SEAMLESS SERVICE
EXPERIENCES.
EMPOWERENGAGE ORCHESTRATE
2

Living Government
Discover what is possible for
governments interacting with
citizens in the digital age.
Brilliant Basics
Capture observable, measurable
and actionable insights for present
and future benchmarking.
WHY THIS
RESEARCH
3

Source: Digital government: Great expectations untapped potential
OF CITIZENS
EXPECT85%
WE CALL THESE SHIFTING STANDARDS
LIQUID EXPECTATIONS.
THE SAME OR A HIGHER STANDARD
OF QUALITY FROM GOVERNMENT
SERVICES AS THEY DO FROM
COMMERCIAL ORGANISATIONS.
4

CITIZENS’ LIQUID
EXPECTATIONS
CAN DIGITAL GOVERNMENT ALONE
ADDRESS GROWING CITIZEN DEMANDS?
5
We believe digital government services are the way forward,
but government needs to go further.
Citizens are digital customers; they engage and transact online
every day. They are accustomed to consuming delightful,
relevant and seamless experiences, with brands that continuously
reinvent themselvesto anticipate customers’ goals and needs.
As customers’ expectations escalate and evolve in the commercial
sphere, so too will their expectations for how
they engage with the government.

FROM DIGITAL
GOVERNMENT
TO LIVING
GOVERNMENT
6

WHY “LIVING
GOVERNMENT”?
Citizens are already beginning to expect that
government interactions will be hyper-relevant
to their individual needs.
Governments must go beyond bolting on
technology to their agencies’ existing systems
and processes.
We believe the solution is a Living Government
that empowers public agencies to deliver a truly
relevant, connected and seamless experience.
THIS MINDSET HELPS
GOVERNMENT LEAP
AHEAD INTO THE AGE
OF HYPER-RELEVANCE
7

WHAT MAKES
YOU A LIVING GOVERNMENT?
DISPLAYS
VITALITY WITH
A CLEAR PURPOSE
RAISES SELF-AWARENESS
OF THE CITIZEN TO
HELP MAXIMISE
THEIR POTENTIAL
ATTAINS MEANINGFUL
SHARED OUTCOMES WITH
CITIZENS AND SOCIETY
AS A WHOLE
RESPONDS
IN A CONTINUUM
OF CHANGE
8

BUILD ENGAGEMENT
Develop adaptive interaction channels for
prototyping, delivering and scaling innovative
experiences at speed.
SCALE WITH PARTNERS
Pursue Government as a Platform (GaaP), a
broader partner ecosystem that uses data,
platforms and new technologies to address large
complex issues in collaboration with citizens,
non-government organisations and businesses.
REWIRE CULTURE
Cultivate a citizen-focused mindset, eliminate
silos, and augment the workforce with skills
and new technologies.
UNLOCK NEW VALUE FOR CITIZENS
Balance core and new investment based on
enhanced citizen insights, fuelling
continuous cycles of innovation.
*Note: This is from Accenture Global
Consulting Winning Ways – Living Business
DESIGN FOR CITIZENS
Craft value-adding and hyper-relevant
services with individual citizens in mind,
adapting to different needs and contexts.
HOW DO WE REDEFINE
GOVERNMENT SERVICES TO
FULFIL OR EXCEED CITIZENS’
LIQUID EXPECTATIONS?
LIVING BUSINESS
AS A BASELINE
9

A connected government responds to and
embraces innovation and new partnerships,
not as an institutionalised collaborator working
with the core ecosystem stakeholder, but as a
participant in an open innovation paradigm.
An enabling government empowers citizens
to improve their human capital potential and
meaningfulness, working with individuals to
address their key needs and personal goals,
tailored to their life circumstances.
An anticipatory government demonstrates
fluidity and agility, continuously accommodating
citizens’ ever-evolving needs and circumstances
by developing maximum-relevance products,
services and experiences based on citizen
insights.
INTRODUCTION TO
LIVING GOVERNMENT
BREAKING IT DOWN:
THE CHARACTERISTICS OF
A LIVING GOVERNMENT
10

OUR
RESEARCH
THE
PREREQUISITE
FOR A CITIZEN
EXPERIENCE IN
THE DIGITAL
AGE
Living Government is becoming the new
benchmark for citizen experiences in the
future.
It delivers anticipatory, enabling and
ecosystem-based citizen experiences.
These definitions are based on:
• Themes that emerge in Accenture’s
global work
• Trends we have observed
• What we hear from citizens.
OBSERVABLE, ACTIONABLE
AND REPEATABLE
The Brilliant Basics framework is a customised assessment
for various public services, including tax authorities,
immigration and other citizen services. The insights it
delivers are grounded in evidence and are actionable.
LIVING
GOVERNMENT
THE ART OF THE POSSIBLE
BRILLIANT
BASICS:
11
We deployed a mix of qualitative and
programmatic evaluations, comprising:
• User interviews
• Usability reviews conducted by user
experience (UX) researchers
• Automated tests to evaluate site speed,
readability and accessibility.Copyright © 2019 Accenture. All rights reserved.

Our expert reviews look at key usability categories, developed according to
typical user journeys and UX criteria that form the basis of a good desktop and
mobile experience.
The results from our reviews highlight potential areas of improvement for
government desktop and mobile platforms. Our qualitative assessment accounts
for the following heuristic categories.
BRILLIANT BASICS:
THE PREREQUISITE FOR A CITIZEN
EXPERIENCE IN THE DIGITAL AGE
Speed is an important element for delivering a good UX
that encourages user satisfaction and trust.
Automated testing using Lighthouse
Editorial quality and content accuracy (links that work,
correct spelling and so on) affect how well users can
engage with and comprehend information on the
website.
Automated testing using Siteimprove
SITE SPEED
READABILITY
Content on government websites must be displayed
in a way that is accessible to a wide range of users,
regardless of ability.
Automated testing using SiteimproveACCESSIBILITY
PROGRAMMATIC
EVALUATION
HEURISTICS
ASSESSMENT
80+ USABILITY HEURISTICS
SEARCHABILITY
EASE OF
NAVIGATION
MOBILE
INTERACTION
HELP AND
SUPPORT
SIMPLIFIED
FORM
FILLING
CLEARER
CONTENT
12

KEY THEMES
FROM THE
RESEARCH
EMPOWER
ENGAGE
ORCHESTRATE
13

SINGAPORE’S CITIZENS ARE
WILLING TO GIVE ACCESS
TO THEIR PERSONAL DATA
IN EXCHANGE FOR
IMPROVED SERVICES.
86%of Singapore’s citizens
want to give government
permission to share their
data across agencies to
enable better, more
convenient services.
Source: Accenture Public Service Survey Wave 1 – FY18
1IN2citizens expect more
personalised service as
a result of government
innovation.
14
ANTICIPATORY
GOVERNMENT
ENGAGING WITH EMPATHY

As citizens’ expectations evolve, so must
the experiences that government agencies
deliver.
To be as relevant as possible, governments
need to act on insights derived from
knowledge of the citizen, and then decide on
the best way to purposefully and meaningfully
engage with citizens in a way that optimises
societal outcomes.
Insights about the
citizen held across
public agencies
Citizen’s interaction
with government
ANTICIPATORY
GOVERNMENTLENS
Societal outcomes
that public agencies
are looking to
optimise
Moments in
citizen’s life
Unexpected
events
15
ANTICIPATORY
GOVERNMENT
ENGAGING WITH EMPATHY

SINGAPORE CITIZENS WANT
THE GOVERNMENT TO HELP
THEM FEEL MORE SECURE
AS THEY PLAN FOR THE
FUTURE
~7IN10citizens seek guidance from the
government on various topics, including
how to manage healthcare costs in
retirement, how change will affect
them and how artificial intelligence
will improve their lives.
ENABLING GOVERNMENT
EMPOWERING CITIZENS
16

Drawing on a person’s life
circumstances, goals and ambitions,
how can government agencies
empower that individual to reach their
human capital potential while also
pursuing the societal outcome the
government is looking to achieve?
Government
as an enabler
Citizens
Optimise the well-being
of the citizen across key
dimensions
Orchestrated across other public agencies and private companies (actors)
Individual
goals and
ambitions
Public and private
actors
Societal
outcomes that
agencies are
looking to
achieve
Legend:
Life moments
Saving for
retirement
HDB,
CPF
Building a
family
Having a
healthy
lifestyle
Staying
relevant
at work
Keeping a
roof over
your head
Course
providers
Food
vendors
SchoolsBanks
17
ENABLING GOVERNMENT
EMPOWERING CITIZENS

To increase digital inclusion, conversational applications can increase ease of engagement for some socio-demographic
segments by reducing the need to navigate a complex website or transactional portal. The ability to support multi-language is
a plus for some senior citizens who may only be conversant in dialects/non-English language. Another important value driver
for conversation as a User Interface is that it reduces the wait time and resources needed to respond to basic inquiries.¹
CONVERSATION AS A UI CAN BE GROUPED INTO 3 AREAS
INTELLIGENT ASSISTANCE
• Proactive interaction based
on data collected from a
variety of sources and habitual
monitoring of the owner
• Two-way communication
• Cognisant and intelligent
“Alexa, transfer $500 into
my mother’s CPF account”
INFORMATIVE RESPONSE
• Pre-programmed responses
following verbal cues
• One-way feedback
• Purely informative
SERVICE PROVISION
• Pre-programmed interactions
and processing based on
verbal queues
• Two-way feedback
• Informative and operational
“Alexa, what is my CPF
Ordinary Account
balance?”
“Alexa, what option should
I select for my parenthood
tax rebate?”
BREAKING DOWN THE DIGITAL DIVIDE BY
EMPOWERING CITIZENS THROUGH CONVERSATION
18

SINGAPORE’S CITIZENS
WANT GOVERNMENT
AGENCIES TO COLLABORATE
WITH THE PRIVATE SECTOR
AND INNOVATE MORE.
88%want government
agencies to work with
the private sector to
develop more
innovative public
services.
77%expect government
technology leaders and
local governments to
innovate more.
CONNECTED GOVERNMENT
ORCHESTRATING SEAMLESS
EXPERIENCES
19

FOUR MODELS FOR
CROWDSOURCING PLATFORM
An innovation-focused approach in
which governments collaborate
with citizens, companies, other
government organisations and
non-government players.
The next few slides will look at two of these models:
the ecosystem platform and the peer platform.
An “ecosystem government” is the foundation that
allows government and non-government organisations
to work together and deliver next-generation public
services. It is a broad concept that encompasses more
than one methodology. It is also a holistic approach in
which the public sector collaborates with private
sector partners, citizens and even robots to create
better outcomes.
WHOLE-OF-GOVERNMENT
PLATFORM
An approach that focuses on the
role of government as the
centralised service provider.
PEER PLATFORM
A service-centric and vertically
integrated platform established
by two or more government
entities.
ECOSYSTEM PLATFORM
An open and outcome-focused
platform in which government
collaborates or offers services
jointly with non-government
players.
20
ORCHESTRATING SEAMLESS EXPERIENCES

THROUGH
PARTNERS
Citizens
OthersMerchantsBanks
Main
government
agency
Other
agencies
Developers
Embedding
government in
everyday life
ECOSYSTEM PLATFORM
21
Citizens
Government
agency
Other
government
agencies
OthersMerchantsBanks
Cross-
service
connection
Subscription to
services
DIRECT TO
CITIZENS
PEER PLATFORM
Citizens
Government
agency
Other
government
agencies
CROWDSOURCING
PLATFORM
ORCHESTRATING SEAMLESS EXPERIENCES

WE BELIEVE
IMPROVED
CITIZEN
EXPERIENCES
FUEL…
OUTCOMES
FOR CITIZENS
• Better health outcomes for citizens
• Better lifelong learning goals
• Better financial security outcomes
• A more optimistic outlook
OUTCOMES
FOR AGENCIES
• Increased compliance
• Increased advocacy
• Greater trust in government
• Value captured from preventive interventions
• Citizens achieving their human capital potential
22

Citizen Experience in the Digital Age

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