In a country where public offices were often associated with long queues, confusing paperwork, and frustrating service experiences, citizens had grown accustomed to inefficiency. Whether registering a birth, filing taxes, or requesting official documents, people spent days navigating disconnected systems. The national government recognized the urgent need to transform how citizens interacted with essential public services.
Citizens faced unnecessary delays and repeated documentation requests across agencies that didn’t communicate with one another. Government offices operated in silos, and service delivery lacked consistency. This created a bottleneck for both service users and providers. Trust in public institutions was waning, and digital adoption remained low due to poor accessibility and lack of support.
A shift in leadership brought a bold new mandate: reimagine public service delivery from the citizen’s perspective. This marked the beginning of a comprehensive Service Design initiative — not just to digitize existing forms, but to redesign the entire experience with empathy, efficiency, and scale in mind.
- Stakeholder & User Research
- Conducted field interviews with citizens, civil servants, and administrators.
- Observed in-person visits and call center interactions.
- Identified emotional pain points and unmet needs.
- Journey Mapping
- Mapped out the full lifecycle of key citizen services (e.g., birth registration).
- Highlighted breakdowns in communication, delays, and duplication.
- Co-creation Workshops
- Brought together citizens, designers, and government staff.
- Ideated possible solutions collaboratively with sketching, storyboarding, and prototyping.
- Service Blueprinting
- Visualized both front-stage (citizen-facing) and back-stage (internal systems) processes.
- Identified where digital touchpoints could reduce redundancy.
- Prototyping & Testing
- Developed low-fidelity digital mockups and tested with real users.
- Gathered feedback and iterated before development.
- Implementation Support
- Trained frontline government staff to ensure consistency across physical and digital channels.
- Set up kiosks and designed support materials in local languages.
- Monitoring & Continuous Improvement
- Tracked key service metrics (e.g., wait times, errors, satisfaction).
- Established a feedback loop for ongoing iteration.
- The impact was both measurable and meaningful:
- Online adoption surged by 65%, relieving pressure on physical offices.
- Service processing times dropped from 30 days to just 7, greatly improving efficiency.
- Citizen satisfaction scores rose from 55% to 88%, signaling renewed public trust in digital government.