Bristish columbia
Designing public services around citizen needs
Role
Product Designer
Industry
Public Sector
Platform
2023
Impact
The Problem
Citizens think in needs. Government systems think in departments.
Unlike commercial products, government platforms must serve everyone regardless of age, education level, language proficiency, technical ability, cognitive capacity, or accessibility needs.
At the same time, they must comply with rigorous accessibility standards while maintaining public trust.
Most citizens don't understand how government agencies are organized.
01
Government logic
Services were structured according to internal organizational models rather than citizen needs. Users often struggled to determine where to begin.
02
Government language
Institutional terminology frequently increased confusion rather than understanding. Users often encountered unfamiliar language before they understood the task itself.
03
Information overload reduced confidence
Large volumes of content made it difficult for users to identify what was relevant to their situation.
Discovery
We weren't redesigning a government website. We were redesigning understanding.
Users searched for services based on needs, not government departments.
Service-related tasks 40% faster when content was simplified and organized around citizen needs.
Institutional language created confusion and slowed task completion.
Information overload reduced confidence and increased abandonment.
The touchpoint "Citizens don't think in departments. They think in needs."
Understanding the users
Became the foundation for every design decision that followed.
Emma
Citizen
Needs quick access to government services without understanding how departments or agencies are organized. Values simplicity, clarity, and predictable experiences.
Robert
Low-Digital-Literacy User
Has limited experience with digital products and often feels overwhelmed by complex interfaces. Needs clear guidance, simple navigation, and step-by-step support.
James
Accessibility User
Relies on accessible digital experiences to complete tasks independently. Needs content, navigation, and interactions that remain usable across different abilities and assistive technologies.
→ How might we help users find services faster?
→ How might we reduce the complexity of government information?
→ How might we create experiences that support all users equally?
→ How might we increase trust through transparency and clarity?
→ How might we organize information around needs instead of departments?
Services qround user needs
Citizens approached government services through goals rather than organizational structures. We redesigned navigation around tasks and needs instead of departments and agencies.
Institutional language
Many users struggled to understand government terminology before they could even begin a task. Content was rewritten using language that reflected how citizens naturally describe their needs.
Reduce cognitive load
Content was reorganized to surface only the most relevant information at each stage.
Accessibility as a design principle
Accessibility was integrated from the beginning of the design process rather than used as a validation step. WCAG considerations informed content, structure, navigation, and interaction decisions.
The solution in action
Prioritze repeat purchases
Surfaced popular and frequently used services at the top, along with quick actions, to help citizens complete common tasks faster.
Order history and comparison
Enabled users to revisit services easily and compare options before submiting, reducing errors and improving confidence.
Smart reorder suggestions
Highlighted relevant services based on user behavior and life events, making it easier to discover what matters most.
Streamline checkout
Simplified complex processes into clear, step by step flows that reduce friction and help citizens complete tasks with confidence.
