Published by: Alexander Viter
Published Date: July 15, 2022

Best examples of user-centric principles in the creation of digital services in government: New South Wales.

In the “Digital Government” section, we will share with you case reviews, expert opinions, expert recommendations and much more useful information for the successful implementation of a digital strategy in public administration. And let’s start with a review of case studies of applying a citizen-centered approach.

The term “user-centric” refers to building products around what users want and need. And in her book «Lean Impact» , former Google executive and USAID employee Ann-Mei Chang made a compelling case for why the public sector could benefit from this approach. According to this mindset, we must move towards a world in which government makes policies with people in mind.

By applying user experience best practices and a user-centric design process, institutions save money in the long run and increase their credibility through greater transparency. Through a user-centric approach, institutions can, among other things:

  • Identify user needs and respond to them.
  • Provide information that is easy to understand and has practical value.
  • Create systems that facilitate transactions, both internal and external.
  • Provide information in a way that can be accessed anywhere and through a variety of channels and technologies.
  • Encourage participation by creating accessible communication channels to communicate with citizens.
  • Increase productivity and efficiency with user-friendly systems.
  • Improve service quality based on feedback and analysis of other performance indicators.

Conversely, services that are not designed to be user-centric are underutilized and result in wasted government budgets. The rating and image are also falling, which entails distrust of official institutions.

More about benefits, tools, recommendations, expert. You can learn opinions and study world experience in the field of application of a user-centered approach in our courses, which can be ordered at

A prime example of this approach is New South Wales. And this is not surprising, since the Government has stated the goal of becoming one of the most client-oriented governments in the world by 2030.

Based on research from global organizations, New South Wales has identified five key areas to help achieve this goal and provide citizens with the most relevant and high-quality services:

  1. Understand customer needs based on data and insights.
  2. Prioritise based on what creates the most impact for customers.
  3. Deliver a seamless and high quality experience to customers.
  4. Engage with customers meaningfully on priorities for the future.
  5. Embed a customer service culture across the public service.

As part of the implementation of this concept, the Government has taken 19 key steps:


  • Ensure the customer experience of all NSW Government customer-facing services is measured
  • Establish the Customer Insights Hub, underpinned by the Customer Experience Survey and Subjective Wellbeing Survey and service-level customer experience data stored in the Data Analytics Centre
  • Identify and develop state significant data assets – data sets that are comprehensive and beneficial across government – and the supporting governance to manage the data assets


  • Embed customer experience in the outcomes budgeting framework through inclusion of relevant indicators
  • Implement Customer Insights Dashboard to support ministerial decision-making
  • Strengthen the requirement to include customer impact, and how it will be measured, in all business cases and submissions to Government
  • Strengthen the Digital Restart Fund prioritisation and investment in customer-centric initiatives, led by the Customer Council


  • Accelerate the Premier’s Priority of Government Made Easy and the Life Journeys program
  • Apply the Customer Commitments to all service interactions, to meet the promise of a consistent, high quality experience every time
  • Continue to grow the personalised and bundled customer care model developed by Service NSW through bushfires and COVID-19
  • Accelerate the transition of online transactions to Service NSW
  • Apply the NSW Design System’s design standards to all online channels for a consistently high quality customer experience


  • Embed the Customer Engagement Platform to further connect with customers on issues across NSW Government
  • Accelerate delivery of website consolidation as a single source of trusted and tailored information for customers
  • Roll out the NSW Government Brand Framework, bringing agencies under the Waratah brand where appropriate, to support seamless recognition for customers


  • Secretaries become accountable for ensuring every employee understands how their role impacts customers, supported by leaders and managers. This measure is tracked through the People Matter Employee Survey (PMES)
  • All leaders raise awareness of what customer centricity means in different contexts of public service delivery, including through stories, events and Communities of Practice
  • The Public Service Commission embeds a customer focus in senior executive inductions, digital learning platforms and the capability framework
  • Deliver the Digital and Customer Capability project with clear guidance and tools for customer-centricity.

What are the results of this approach? website and social channels

In 2021, saw:

  • 62.8 million visitors (users) – +195% more visitors than last year
    > With a whopping 1.8 million visitors in one day, on June 26th!
  • 65.1 million total visits (sessions) – +267% more compared to last year
    > 85% to COVID-19 information
  • 361.5 millionpageviewsintotal
  • 1.8 millionsitesearches
  • 73% visitors accessing content on their mobile phone

NSW Government Facebook page:

  • 87,994 new followers in 2021, growing by 59% on 2020
  • Total 9.8 millionengagements
  • Reaching 9.9 millionpeople

You can learn more about the achievements and implementation of such projects as Innovation NSW, Resilience NSW, Transport for NSW, Business Connect and others on the official website of the Government of NSW

Practical recommendations and use cases are discussed in detail in the e-course “E-GOV: Digital transformation & Customer Experience”. Most importantly, 65% of the course content is dedicated to showcase the adoption of these principles in real government initiatives in Europe and Asia (Milan, Gent, Singapore, Seoul, Rotterdam, Belgium ++). For a detailed description of the course, see the link:

You can order an individual program specifically for your organization on our website or schedule an online meeting with our experts and discuss our options for your tasks

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