What does government have in common with companies like Apple and Amazon? We have the same customers who are also citizens who expect a similar experience from their government. Nikhil spoke about how the Digital Services team is teaming up with state agencies and Georgians to build a digital platform to move the needle on customer experience.

1. Reinventing the
Customer Experience
For the people, with the people
Nikhil J. Deshpande
Chief Digital Officer
@nikofthehill

2. #GaGOVTalks
Nikhil J. Deshpande
Chief Digital Officer,
GTA, State of Georgia
@nikofthehill

3. #GaGOVTalks
Mission:
Citizen centric services
Data Driven Decisions

4. When I have to interact
with government, I just
assume it will suck.
“
”- Jewel, young professional in Atlanta

5. @nikofthehill
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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Government
People
Digital Services
Graphic Inspiration IDEO

10. Web Publishing Platform

11. Hosting Maintenance
Code
Security Support
Content DesignStrategy
x 85+

12. @nikofthehill
Agenda:
1. Understanding customer needs
2. Defining the experience
3. Connecting the dots

13. #GaGOVTalks
The whole is greater than the
sum of its parts
- Aristotle

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Customer Experience: Firsts
Problem | User | Context | Content

15. #GaGOVTalks
Tenet #1
Problem First
Solution/Ideas

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Problem# 1
Inconsistency

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31. Design
System

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Image credit: Brad Frost

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Problem# 2
Dwindling Trust

34. 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

35. Information and services
are our products and trust
is our currency.
“
”- Nikhil

36. @nikofthehill
Trust depends on:
Consistent messaging
Cohesive look and feel
Predictable interactions

37. @nikofthehill
People First
Organization

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Stakeholders
Georgia Residents
State Employees

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40. Once you’ve tried everyone
you are supposed to and
you’re still not getting help,
who do you turn to?
“
”- Savannah Resident

41. Approachable is more
important than official.“
”- Savannah Resident

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Context First
Assumptions

47. JOURNEY MAPPING

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PROCESS
{ }

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INTERACTIONS
{ }

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EXPERIENCE
{ }

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OWNERSHIP
{ }

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54. 73% New Visitors
43% Mobile
2017-2018 Platform Rollup - Google Analytics

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Complexity
Usage
Frequency

57. Web analytics program
analytics.georgia.gov

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Content First
Design & Devices

60. If design gets in the way of
important content, it is an
obstruction of information
“
”- Nikhil, UX/UI Designer

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ad
blindness

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Google is your homepage
54% of traffic to our web platform comes
directly from Google search.

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68. Webpages are not the final
destination for your content.
Content types help your
content grow legs.

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71. #GaGOVTalks
Content Strategy Certification
● Develop Personas
● Map the Customer’s Journey
● Write for the Web
● Analyze Analytics
● Create Accessible Content
● Perform Content Audits

72. @nikofthehill
Performance
Page-load speed
Mobile friendliness
Security
Accessibility

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#1 Primary state website
#2 Average page load speed
#4 Overall state websites

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Takeaways:
People look at government as
a monolith. They don’t draw
distinction between federal,
state, and local

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Takeaways:
People prefer consistency of
content, look and feel, and
interactions across state
agencies.

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Take away theme:
Building for the people,
with the people

77. @nikofthehill
Get involved and make your
voice heard
digitalservices@gta.ga.gov

78. Q&A
(Last 20 mins)
digitalservices.georgia.gov
@nikofthehill
@GeorgiaGovTeam