Citizens expect government services to be as efficient as those in the private sector, but many government platforms fall short, leading to frustration and a loss of trust. Imitating peers often perpetuates poor practices in the public sector.

Prioritizing the "human" in government digital services is essential. Services must be practical, accessible, and user-friendly. By focusing on the customer experience — including discovery, design, delivery, and measurement — we can improve service effectiveness and restore public trust.

How can government agencies engage citizens through interactive experiences? By using online services, design thinking, and facilitating both formal and informal feedback, agencies can create effective and accessible digital communications. Key methods include: Citizen Surveys, Customer Journey Mapping, Fly-on-the-Wall Observation, Guerrilla User Testing, & Service Design Blueprints.