Presentation from the Government Experience Academy in Austin, Texas on September 15, 2017

1. Government Experience & Human
(Citizen/Business/etc.) Centered Design Overview
Dustin Haisler | e.Republic

2. Why We Are Here

3. THE ‘EXPERIENCE’ OF GOVERNMENT

4. Photo Credit | Logan Gruber
I N - P E R S O N

5. W E B

6. S O C I A L M E D I A

7. M O B I L E - F I R S T

8. O P E N D ATA

9. W H AT A B O U T T H I S ?

10. P E R S O N A L I Z E D S E RV I C E ?

11. HUMAN-CENTERED vs.
CITIZEN-CENTERED DESIGN

12. Human-centered design (HCD) is a design and
management framework that develops solutions to problems
by involving the human perspective in all steps of the
problem-solving process.

13. Citizen-centered design (CCD) is a design and
management framework that is built around the citizen and
their unique ways of interaction.

14. Citizen Experience - The interactions between
government and citizens across multiple
channels that creates mutual value.

15. CITIZEN-CENTERED DESIGN

16. EXPERIENCE LAYER (CHANNELS)
APPLICATION/SERVICE LAYER
CITIZENS/BUSINESSES/EMPLOYEES
OVERALL
GOVERNMENT
EXPERIENCE
INFRASTRUCTURE / DATA LAYER

17. EXPERIENCE LAYER (CHANNELS)
APPLICATION/SERVICE LAYER
INFRASTRUCTURE / DATA LAYER
CITIZENS/BUSINESSES/EMPLOYEES
OVERALL
GOVERNMENT
EXPERIENCE
ALEXA
CRM
OPEN API

18. EXPERIENCE LAYER (CHANNELS)
APPLICATION/SERVICE LAYER
INFRASTRUCTURE / DATA LAYER
CITIZENS/BUSINESSES/EMPLOYEES
OVERALL
GOVERNMENT
EXPERIENCE
KIOSK
BILL PAY ERP

19. EXPERIENCE LAYER (CHANNELS)
APPLICATION/SERVICE LAYER
INFRASTRUCTURE / DATA LAYER
CITIZENS/BUSINESSES/EMPLOYEES
OVERALL
GOVERNMENT
EXPERIENCE
CITY HALL
PAPER FORM
FOR SERVICE
CRM

20. HOW DO YOU BUILD IT

21. LOTS OF UX STRATEGIES

22. CUSTOMER
RE(DEFINITION)
LANDSCAPE &
PROCESS ANALYSIS
PROBLEM
DEFINITION
SOLUTION
IDENTIFICATION &
TESTING
IMPLEMENTATION
OR QUEUING
MEASUREMENT &
ADAPTATION
BUILDING FOR THE GOVERNMENT EXPERIENCE
EXPERIENCE LOOP

23. CUSTOMER
RE(DEFINITION)
LANDSCAPE &
PROCESS ANALYSIS
PROBLEM
DEFINITION
SOLUTION
IDENTIFICATION &
TESTING
IMPLEMENTATION
OR QUEUING
MEASUREMENT &
ADAPTATION
START
HERE
BUILDING FOR THE GOVERNMENT EXPERIENCE
EXPERIENCE LOOP

24. Customer (Re)Identification
• As a starting point, you must identify who your customer(s) are (i.e. Businesses, Citizens,
Non-Profits) and define their unique attributes.
• Each time you go through an experience loop, you must reevaluate who you customers are
and validate or reassess their attributes.

25. Customer 'Buyer' Persona Canvas

26. Landscape & Process Analysis
• During this phase you must analyze the landscape and processes associated with your
customer that was defined in the previous steps.
• You want to identify what the current model for your customers (or potential customers)
access your agency’s services.

27. Process Canvas
Kiosk Bill Payment
Installing kiosk at local grocery store chain for bill payment on utilities and court citations.
Offline Residents (60+)
Mails check for regular bills Self-service multi-language touchscreen
API Access to Case Management System

28. Problem Definition
• During this phase you must identify process gaps (i.e. problems) through user testing &
feedback collection, data analysis, and process mapping.
• Once you understand the current process flow from a user’s perspective, it becomes easier
to identify gaps or extra steps.

29. Problem Definition

30. Solution Identification & Testing
• During this phase you will identify potential solutions to address the problem and enhance
the user experience.
• Work to being able to engage your actual users in this process, whether through a focus
group or as part of your feedback collection strategy.

31. Solution Canvas

32. Solution Identification & Testing
• It’s also critical during this stage to pilot, A/B test and evaluate potential solutions prior to
implementing across your overall experience.
• Look at creating a customer experience focus group or similar type program to help you
rapidly collect feedback (similar to how Apple does user and developer beta tests).

33. Implementation & Queuing
• Once you have enough data to validate your solution and its ability to solve the initial
problem identified, it is time to plan your implementation to all your users.
• It’s important to phase this role out and monitor user responsiveness with the overall user
base.
• Depending on your experience roadmap, you may queue the enhancement for
implementation at a later time or after certain dependent processes are put in place.

34. Experience Roadmap
Twitter’s Public Roadmap on trello.com

35. Measurement & Adaptation
• The last phase is about measuring your solution and its impact on the problem. It’s
important to have enough data on the initial problem in order to evaluate and compare a
solution’s effectiveness.
• Measurement should be an ongoing process that includes quantitative and qualitative data.
• Set benchmark ranges between your desired goals and average user behaviors, and use this
to monitor and adapt your processes as you go.

36. Measurement & Adaptation
Google Analytics Behavior Flow

37. Behavior Change

38. Flickr: webtreats
H O W D O Y O U E N G A G E T H E M ?

39. Flickr: webtreats
E X T E R N A L : Y O U ’ V E B E E N
TA G G E D I N A P H O T O
I N T E R N A L : W H AT D I D I M I S S ?
C L I C K T H E L I N K !
C H E C K P H O N E
L I K I N G , C O M M E N T I N G ,
S H A R I N G , U P L O A D I N G
P I C T U R E S
A D A P T E D B Y D U S T I N H A I S L E R
H O O K M O D E L : N I R E YA L , H O O K E D
FA C E B O O K H O O K
Y O U G E T T O S E E T H E
P I C T U R E
S O C I A L C O N N E C T E D N E S S
( ‘ A C C E S S T O Y O U R T R I B E ’ )

40. Early Examples

46. Future UX Trends for Government
Dustin Haisler | e.Republic

47. 1. Behavior Changes
2. Personalized Experiences
3. Leveraging Third-Party Experiences
4. New Technologies
Future UX Trends for Government

48. Behavior Changes

50. Changing User Behavior

51. C I T I Z E N E N G A G E M E N T P R I VAT E V S . P U B L I C S E C T O R

52. 2 0 1 1
2 0 1 0
2 0 1 0

53. Personalized Experiences

54. Rise of API Discovery

55. Predictive Cards

56. Personalized Information Delivery

57. Rise of Third-Party Experiences

58. E M P L O Y E E
X . A I
A S K W O N D E R . C O M
1
2
3

59. C I T I Z E N
1
2
3

60. CLEARGOV.COM
New Layers of Understanding

61. New Layers of Interaction

62. DoNotPay Bot

63. New Technologies

64. Augmented Reality

66. AI-Aided / Driven Roles

67. We’re Just Getting Started