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Solving The Last Great Problem?

Portcullis House

25.01.2002

e-Government Challenges

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Solving The Last Great Problem?

e-Government Challenges

Discover Develop Dynamic

Government EggDell

E*Trade

Tesco.comAmazon

?

Dramatic

GatewayStage 1

GatewayStage 2

BusinessRedesign

Publish Transact Interact Transform

“My experience in government is that when

things are non-controversial and

beautifully coordinated, there is not much going on”

JFK

100% online by 2005

Be citizen focused

Be Joined Up

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What’s Stopping Us?

Culture & thinking

Technical -ilities galore

Credibility across government

Privacy and Legislation

Authentication and access

Cost Management

Take-up

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Where are we now?

And what would we define success to be?

Peak Site: 2 million views/week Aggregate: 20 million views/week

Transactions: SA 80,000+ VAT: 2,000+

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Setting the Agenda

CompellingServices

Always On& Fast

Access &Security

•Commercial partnerships•UKonline.gov.uk flagship•Common content•Trigger Events•Fully accessible•Multi-lingual•Highly personalised•Legislation

•Broadband for schools and UKO centres•Public sector purchasing aggregation•Stimulate demand through demonstration

•Digital Certs•Smartcards•Single sign-on•Gateway evolution•Promote intermediaries•More UK Online centres

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E-Government in Action

GovernmentContent Database

IR

UKO

Lifestyle Aggregation

Payments/Secure Outputs

Web Services

Gateway

W3

GSI

PKI

Mail

Local Authorities

Depts

Personalisation

Content Tool

Tag and Grab

All transactionswith Government

All Governmentdepartments andagencies

e.g. Mothercare

Private SectorApplicationsAnd portals

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Payroll

Personnel

Pension

Employer

•Benefits

•Pension

•Disability

•Tax

Employer

Portal

Network

Internet

RebusHR

Pay 25% of UK

Government

Gateway

Local council

DWP

Inland Revenue

Bank

Employee

Bank A/c

•Transactions

•Payments

•Rules

Transforming

£

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UK Government on the web

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UK Government on the web

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Barriers For You To Cross

New Dimensions

Citizen focus

Life event focus

Imminent deadlines

Citizen satisfaction

Distributed control

Infinite variety

Demand

Hierarchy

Open disclosure

Joined up

Make decisions, move on

Innovators

Limiting Factors

Back end complexity

Form focus

Responsiveness of vendors

Internal measures of success

Central control

One size fits all

Ability to scale

Capability

Knowledge is power

Silo

Resistance to ownership

Change blockers

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People’s current experience with Government

• People do not browse Government, they come for specific reasons

“I want simple and direct answers on a need to know basis.”

Steven, West Lothian

“I don’t think people would casually

browse Government sites, they’d have an

idea of what they wanted to know

beforehand - they’re not tea break sites, if

ya know what I mean”

Sam, London

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“I know who to go to now, but nothing is easy. Always another

person to go to, always a different manager.”

Jenny, Peckham

“You think you know the language; then it changes” - on the

recent change of Government Departmental names

Janet and Peter, Langley

“It took four weeks to get my road tax re-fund and I lost my

money - I don’t know why there can’t be a simple transfer

from one car to another” Jean, Post Office

• People trust Government’s intentions, but not necessarily its competency

to deliver

• People don’t understand the structure of Government

“My benefit process was stalled, but I didn’t

know it until I called.”

Barbara, Leeds Job Centre

People’s current experience with Government

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Findings - Five Qualities of Service

Make things accessible

• Access to the right people and information at the right time

• Give visibility of the process where appropriate

• Provide a choice about where and how to access Government

services

• Make information relevant to people

Ensure continuity

• Put mechanisms in place that record past interactions, avoiding

repetition of information when passing people on

• Learn from people’s past interactions to inform the future

relationship

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Findings - Five Qualities of Service

Facilitate better consolidation

• Group together people’s interactions/transactions in an intuitive

way, so they can better manage their dealings

• Where possible, pass information across departments to inform

related interactions

• Provide a ‘joined up’ view

Heighten responsiveness

• Provide higher levels of communication so that people do not feel

that their information has passed into a black hole

• Anticipate needs and respond proactively with relevant solutions

• build trust and confidence by providing procedural reassurance

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Findings - Five Qualities of Service

Build a trusted relationship

• Provide more control of the way personal information is used

• Put structures in place that will facilitate secure and trusted

interactions

• Give people more choice and control over the terms of their

interactions

• Demonstrate that information gathered will benefit them directly

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Findings - modes of interaction

Complex

Simple

Unexpected Expected

Seeking

GuidanceGetting it Done

Monitoring

Progress

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The new ukonline.gov.uk user experience

• The graphic designs have been focused around creating this user experience which has the following attributes:

– Clear - concise, consistent, straightforward, direct

– Trustworthy - engender a sense of trust in the user

– Inclusive - tone must be warm and welcoming

– Authoritative - credible, objective, informative relevant and useful

• Colour palettes have been chosen which support the above site attributes

• Content, nomenclature and copy has also been re-written using a voice and tone to support this approach

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Customer Experience

Market Size

Empirical Analysis Qualities of Service

• Assessment of services offerings against the qualities of service developed by UKO2

• Understanding of how the online service would address the pain points and thus deliver a satisfying customer experience

• Development of a clearer understanding of the size of the market for each Government service or part of service

• Understanding of the demographics associated with each service - how many people using this service currently have access to the internet

• Volume of growth in both market size and online access

• Development of a opportunity map for each service or component of service which may be of value to customers

• Review of the modes of customer interaction to ensure the new service offing will meet customer needs

• Evaluation of the existing surveys to identify the areas of agreement and discrepancy in results

• Analysis of the areas where a discrepancy has been identified so that the reasons for high levels of demand fluctuation can be understood

• Validation of predicted demand levels and volume of growth

• Identification of services that could be broken down into smaller or more useful components

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The Microsoft Office suite analogy

Consistent user experience