THE EMIRATI WAY IN DESIGNING

GOVERNMENT SERVICES

May 2023

2 3
TABLE OF
Contents
Introduction 4
Context 5
About the Guide 7
Key Objectives 8
Target Audience 9
Services 2.0 11

The 6 Focus Areas 20

Have a Growth Mindset 22
Take Ownership 24
Think Big 26
Act as One Team 28
Accelerate 30
Adopt Human Centricity 32

The 6 Design Principles 34

Hyper-Personalisation 38
Simplicity 60
Inclusivity 70
Agility 84
Efficiency 102
Real-Automation 118

Glossary 136

About Emirates Government

Service Excellence Program
(EGSEP) 144

3
 Context
We currently find ourselves in an unprecedented
and exponential shift on a global scale. As the
pace of technological evolution accelerates, there
is a need for nimble, dynamic innovation which
will ensure our position at the forefront of global
competitiveness and leadership. Amidst this
relentless change, however, it is crucial to maintain
sight of the human element.

As societies are progressively impacted by these

seismic shifts, the role of governance becomes
invaluable in maintaining a harmonious connection
with people and ensuring their ability to thrive
along with these changes. Therefore, crafting
policies and initiatives with a human-centric
approach becomes integral, positioning humanity
at the heart of any transformation.

By deeply comprehending and empathising with

the needs, aspirations, and lived experiences of
individuals, we can sculpt a future that is not only
resilient in the face of change but one that also
upholds the intrinsic well-being of humans.

4 5
 is to inspire a shift from a
traditional lens to adopting a creative startup
mindset - a dynamic force that thrives on agility,
is constantly adapting, and celebrates risk-
About the guide
taking.
This guide is a comprehensive resource that
At the heart of this guide is a shift from a project
aims to support entities in the UAE, international
management approach to a productisation one, governments, and the private sector in adopting an
allowing for the product to evolve dynamically entrepreneurial approach to service delivery.
with customer needs.
With its productised lens towards services, this
With an emphasis on putting the human front and guide is designed to help different government
center, the vision is founded on a productised entities to move from a siloed model to an
approach of experimentation, learning from interconnected, collaborative one, encourage
failure, iterating and moving quickly. experimentation, and facilitate rapid innovation.

We foresee a culture of taking bold action, The productised approach is also reflected in the
supported by progressive collaboration methods longer service lifecycle, and positions the user at
and out-of-the-box solutions. the core of both the design and decision-making
process. It melds rapid, exponential progress with
This vision, we believe, will enable us to be at
an approach rooted in empathy.
the forefront of global leadership, as an example
of an empathetic, people-first approach to
exponential transformation. The guide also includes up-to-date inspirational
content and defines common terminologies to
encourage understanding and alignment.

6 7
Key Objectives

Entrepreneurial mindset

Facilitate the shift from the traditional mindset to a

startup approach.

Productised approach

Transform how services are delivered, using cutting-

edge product management ideas and agile methods.

Experiential design
Target Audience
Instill a user-focused approach, wherein a customers’
needs and challenges, drive decisions and create
personalised experiences. This guide is primarily intended for UAE government
leaders, including service, design and development
teams.

Knowledge management The audience also includes international

government heads, and senior private sector
Create a common vocabulary for entities to share
executives.
knowledge and align on methods.

8 9
 Services 2.0
We have identified 5 types of services listed below:

Priority services
applicable to all types of services

1. Digital 5. Intuitive
services services

2. Proactive 4. Conversational
services services
3. Service
bundles

10 11
 Digital services Proactive services
Government entities are required to provide digital government services as a foundation. Government entities are responsible for anticipating and predicting the services
The government service should be designed to be delivered digitally first, based on the needed by users based on their needs, preferences, and life events. This is done by
digital user policy and digital government service. utilising the data, information, and knowledge documents available to the government.
The suggested services are proposed to users at the appropriate time, following the
Government entities should focus on developing their most important and impactful guidelines of proactive services.
services, which have a significant effect on their users. These services should be
prioritised in their development programs and projects. The importance of each service
is determined through a feasibility study that considers the service’s significance, the
number of users, and the annual transactions. A comparison is made between the cost of
service transformation and the return on investment.

Anticipating and At the right time Providing them Based on data

predicting the and with ease. before they are and knowledge
services needed requested. available to the
by the user. government.

Takes a Digital- Leverage “Ask End service should Allows for high
First approach. once” policy. have a significant personalisation.
impact on customers.

At the issuance of a birth certificate, the new

born receives passport and emirates ID and is
An expat entrepreneur looking to start a business also added to the family book.
EXAMPLE
finds that he can complete the whole process
digitally, with some of his information and
documents pre-uploaded.
EXAMPLE

12 13
 Service bundles
Service bundles are a collection of interconnected services that cover a specific stage in a
person’s or organisation’s life event. When designing a service bundle, it is important and
necessary to determine the relationship between the services and how each service is
activated (i.e., what triggers the service) and how the next service can be initiated upon the
completion of the previous service.

The outcome that matters to the user is the result of multiple services from multiple entities.
The collection of final outputs of a specific service bundle is linked to a specific event in the
user’s life.

To obtain service To reduce the To be paid in one To save time and

bundles in one number of visits installment effort for the user
step

Users that wish to obtain a business license,

must obtain approvals from relevant government
entities. Therefore, the user must acquire all
EXAMPLE the required approvals to obtain the desired
outcome, which is the commercial license.

14 15
 Conversational services Intuitive services
Conversational services refer to a type of service that utilises natural language processing Intuitive services prioritise user-friendliness, aiming to provide a seamless and effortless
and artificial intelligence technologies to enable human-like conversations between users journey. They are designed to be easily understood and used without extensive
and computer systems. These services are designed to understand and interpret user explanation or training. These services naturally align with users’ needs and workflows,
input in the form of text or speech and provide relevant and contextual responses. allowing them to navigate and interact effortlessly. User-centred design is vital in
creating intuitive services, as it involves deeply understanding users’ perspectives,
Conversational services can take various forms, such as chatbots, virtual assistants, behaviours, and preferences. This understanding, combined with a strong focus on user
voice-activated systems, or messaging applications. They aim to simulate human-like experience (UX) design, ensures that the services meet users’ expectations. Intuitive
interactions, understand user queries or requests, and provide information, perform tasks, services often enable self-service, empowering users to fulfil their needs independently.
or assist with various services.
An intuitive service leveraging an application allows customers to navigate intuitively,
These services are often used in customer support, public sector, healthcare, information and effectively use it without relying on manuals, extensive training, or the help of
retrieval, and other domains where interactive communication and assistance are anyone. Information is easily and quickly accessible, and the whole experience is very
required. They enhance user experiences by providing personalised and efficient support, straightforward.
answering questions, resolving issues, and automating routine tasks through natural and
conversational interactions.

Can be Prioritises Aligns with Strong focus

Offers a consistent Can be accessed Capable of Instant response
completed in customer- customer’ needs on UX design
quality of service 24/7, enabling communicating capability
the first attempt friendliness, and a and workflow. and prioritising
due to pre-defined customers to get in multiple reduces waiting
by 95% of the seamless, effortless customer
rules. help whenever languages. times for s.
people. experience. understanding.
they need it.

A citizen facing an issue with renewing their

driver’s license gets help from the service’s AI
A driver seeking to settle a traffic fine interacts
chatbot. It guides them through different options to
with the service without any additional support.
EXAMPLE resolve the issue. It can also pull history and data
The payment is made seamlessly through his
from various databases to provide the customer EXAMPLE digital wallet.
with a more personalised and efficient experience.

16 17
 Priority services
These are the services that are of utmost importance and impact the users of government
entities. Government entities must focus on these services in their developmental programs
and projects related to services. As part of the development process, annual projects will be
implemented to improve the user experience and provide services that align with the standards
of excellent government service.

Priority services are determined through mutual agreement between the entities, and they
should only be modified when absolutely necessary. It is possible for the complementary
services to be a priority service without the subsequent sub-service being a priority.

Services that Services that Services that have Services related

constitute the consume the been mentioned to a specific and
largest percentage largest proportion as a priority for vital segment of
of transactions. of resources. development the community
through customer (citizens,
feedback and women, POD’s,
mystery shoppers. etc.)

Priority services could be of any type:

1 2 3 4 5
Digital Proactive Service Conversational Intuitive
services services bundles services services

An important service for a large segment of users

and represents the majority of transactions for
EXAMPLE the government entity’s services.

18 19
 The transition from a project to a product mindset is
defined by a change in focus. In a traditional project
management approach, a successful project is
one that is delivered within the agreed constraints
of time, scope and budget. In the productised
approach, however, success is defined by a
customers’ needs being met.

Focus
The six focus areas represent transformative
mindsets that facilitate the transition towards a
product-centric approach.They are supported by
robust strategies to foster these mindsets within

Areas
teams and entities, and serve as a foundation for the
design principles.

1 HAVE A GROWTH MINDSET: Diverse skill set and upskilling

2 TAKE OWNERSHIP: Commitment and accountability for actions

3 THINK BIG: Bold, creative and outside-the-box thinking

4 ACT AS ONE TEAM: Collaboration and support amongst all

5 ACCELERATE: Move with speed and agility

20
6 ADOPT HUMAN CENTRICITY: People at the centre of all our work
2121
 1 HAVE A
Focus
Area

Form diverse Create a learning

teams culture

GROWTH
Choose candidates with Encourage a culture of
diverse skills, experiences, and continuous learning and
perspectives during the hiring improvement, where upskilling
process; this includes specialists is not only welcomed but

2 MINDSET and generalists drawn from rewarded. Create access

Focus
Area

varied disciplines. Explore to training programs like

hybrid models that allow for a workshops and online courses.
combination of in-house talent
Diverse skill set and and external consultants.

continuous upskilling
3
Focus
Area

A growth mindset is intrinsic to the startup approach. As one of the core focus
areas of this guide, this paradigm encourages entities to commit to continuous Encourage continuous Encourage
upskilling, and working with multi-disciplinary teams. development cycles cross-training
Implement continuous Implement cross-training
A productised approach runs on short development cycles that emphasises
development cycles tailored programs where employees
swift turnarounds and varied specialised skill sets. This calls for a culture of
to the needs of participants. learn skills outside their
self-learning, cross-skilling and working in multi-disciplinary teams that bring a

4
This can include workshops, primary role. This can foster a
range of knowledge, perspectives and skills. Cross-functional teams can also
Focus
Area

seminars, webinars, and online more versatile and adaptable

better understand and anticipate diverse customer needs, and are highly flexible
courses. workforce.
in response to evolving requirements. This results in product outcomes that are
highly efficient and creative.
Strategies to leverage a growth mindset can include:

5
Focus
Area

Build agile
squads
Build role rotation Nurture communities
In the traditional model, programs of practice
individuals with the same skills
usually come under one same Allowing team members to These are groups of people who
team. This can decrease flexibility rotate through different roles share a common interest or field

6
and hamper communication. An within the team or organisation and come together to share
Focus

can help them develop a knowledge and learn from each

Area

agile squad, however, is a small

multidisciplinary or broader range of skills and a other. While not a team in the
cross-functional team that is better understanding of their traditional sense, communities
majorly self-managed and is colleagues’ roles. of practice can help foster a
excellent at teamwork and multidisciplinary mindset within
cross-collaboration. an organisation.

22 23
 1 TAKE
Focus
Area

OWNERSHIP
2
Focus
Area

Commitment and
accountability for actions
Strategies to take ownership and increase accountability include:
Taking ownership in this context is about committing to the entire lifecycle of a

3
service, which reflects the user’s dynamic requirements.
Focus
Area

The success of the outcome depends on the entity taking responsibility for Defining the Communicate
continually modifying and improving the service through its whole lifecycle. The importance of goals and objectives
result is a seamless, highly personalised user experience. product ownership Understanding the larger goals
Showing why the product owner and objectives of a project
Taking individual accountability also has a marked effect on performance and
is crucial, and the role that makes it more likely for teams to
motivation, and enhances trust and decision-making within teams.

4
ownership plays in the success take ownership.
Focus
Area

of the project.

5
Focus
Area

Embracing
pioneers
Specify roles Cultivate
Every institution will appoint a Pioneer, and responsibilities transparency
who will serve as a link between his
institution and the UAE design program Clearly defining each team Make it the norm to share as
for distinguished government services. member’s role, and what they much information as possible

6
are responsible for, can greatly about the project, its progress,
Focus

improve accountability. and any challenges. This helps

Area

The pioneer will have the responsibility of

overseeing, coordinating, and executing the team feel more invested
service-related tasks, as well as enabling in the project and promotes
the institution to carry out the assigned accountability.
tasks.

24 25
 1 THINK
Focus
Area

BIG
2
Focus
Area

Bold, creative, and

outside-the-box thinking
Strategies to foster big, creative thinking include:
Thinking big and creative risk-taking are fundamental entrepreneurial traits. It

3
involves breaking free from traditional patterns of thinking and exploring new
Focus
Area

perspectives and possibilities. This lens overcomes the limitations posed by

attitudes that are averse to change, stigmatise failure, and rewards playing it Reframe failure Reward out-of-the-box
safe. as a learning thinkers
opportunity Acknowledge and reward those
Adopting a startup mentality demands a culture of creative risk-taking and bold
Nurture an environment where who demonstrate innovative
vision.
failure is seen as an important thinking and take risks.

4 Over time, thinking big and taking risks enhances collaboration, part of learning and progress.
Focus
Area

experimentation and competitive advantage. Encourage people to take

calculated risks, learn from their
mistakes, and speak openly
about failures.

5
Focus
Area

Create an open, Introduce new

questioning culture and diverse ideas
Foster an environment where Provide access to diverse
people feel safe to express global perspectives through

6
unconventional ideas and brainstorming sessions,
Focus

challenge the status quo. physical and online workshops,

Area

and cross-functional
collaboration.

26 27
 1 ACT AS
Focus
Area

ONE TEAM
2
Focus

Collaboration and support

Area

amongst all
A unified superteam, comprised of exceptionally skilled individuals working
together, is a crucial element of the startup paradigm. The diverse knowledge

3
and specialised skill sets, combined with effective collaboration enables them to
Focus
Area

tackle complex challenges and achieve remarkable outcomes.

Nurture diverse, Build
High-functioning teams work together collaboratively and cohesively to achieve cross-skilled trust
common goals and deliver exceptional results. These teams are characterised individuals Trust is fundamental to effective
by effective communication, mutual trust, shared accountability, and a strong Choosing candidates from collaboration. Introduce
sense of purpose. highly diverse backgrounds activities to increase trust.

4
and skill sets creates a strong Encourage team members
Focus

The impact of high-functioning teams can be transformative, leading to

Area

foundation for a superteam. to be open, honest, and

accelerated growth and game-changing breakthroughs. They also inspire and transparent.
motivate other employees and teams, setting higher standards.

Strategies to build a unified superteam include:

5
Focus
Area

Define clear goals Leverage individual Foster a culture of

and roles strengths collaboration and
Every member of the team Every team member has unique
innovation
should understand the team’s strengths. Understanding these Provide access to diverse
global perspectives through

6
mission, objectives, and goals. strengths and assigning tasks
brainstorming sessions,
Focus

They need to be clear, specific, accordingly, not only increases

Area

and measurable. Individual productivity, but also improves physical and online workshops,
roles should also be defined so job satisfaction. and cross-functional
that there is no confusion and collaboration.
better accountability.

28 29
 1 ACCELERATE
Focus
Area

Move
with
2
Focus
Area

speed
and agility
Strategies to accelerate include:
A productised approach to services leverages speed and agility to experiment,

3
fail fast and iterate.
Focus
Area

Adopting an acceleration mindset paves the way for rapid growth, and the ability Shift from an Foster cross-
to learn and adapt quickly. Speed can make it easier to iterate on products, test initiative to product functional
new ideas, and innovate based on an immediate feedback loop. This can lead approach collaboration
to continuous improvement of services. A culture of swift problem-solving can Incentivise open collaboration
A productised approach breaks
facilitate faster decision-making and execution, which can drive operational among different departments
projects down into small
efficiency and cost-effectiveness.

4
iterations or sprints. Each sprint and teams. Cross-functional
Focus

teams can be particularly

Area

has a fixed timeline between

one to four weeks, allowing for effective at improving speed
fast development and frequent and agility because they bring
releases of the product to be together diverse skills and
tested. This approach enables perspectives to solve problems
teams to respond swiftly to and deliver services more
changes or new information. quickly and flexibly.

5
Focus
Area

Build self-organising
teams
Teams that self-organise and

6 make decisions can eliminate

Focus
Area

delays often caused by

hierarchical decision-making
processes.

30 31
 1 ADOPT
Focus
Area

HUMAN
2 CENTRICITY
Focus
Area

People at the centre of all Strategies to cultivate a human-centric lens include:

our work
3
Focus
Area

The core essence of this guide is that the user is at the centre of all decisions and Understand the Cultivate
design. user empathy
The starting point of any Empathy lies at the core of
By understanding and designing for the customer’s needs, services can be highly human-centric approach human-centric design. This
personalised and relevant. Intuitive and easy to use, they increase adoption and involves understanding the involves being open, listening

4
satisfaction. Services that are designed from the user’s perspective also tend to needs, preferences, behaviour, to users without judgment,
Focus
Area

be more efficient and effective because they eliminate unnecessary steps and and motivations of target and empathising with their
focus on what the user really needs. Importantly, human-centric service design users. This can take the experiences.
can facilitate positive impact. By improving the lives of the users, it can create a form of interviews, surveys,
ripple effect that benefits society as a whole. observation, and other types of
field research.

5
Focus
Area

Design from Emphasise service

users quality assurance
perspective and prototyping
Instead of letting the technology The quality of the services

6
or data define the solution, should be continually improved
Focus

crafting with the user’s to reflect the user’s current

Area

viewpoint in mind needs. Develop fast, early

will unearth the most relevant versions of your product and
needs and problems. test them on a subset of your
target users for feedback.

32 33
 These six design principles are foundational

Design
guidelines to aid the smooth and effective
implementation of the guide’s purpose. They
serve as value statements and design standards
to ensure cohesive decision making, enhance

Principles
communication and consistency, promote user-
centric focus and ensure efficiency and quality.

1 HYPER-PERSONALISATION

2 SIMPLICITY

3 INCLUSIVITY

4 AGILITY

5 EFFICIENCY

34
6 REAL-AUTOMATION
3535
What is the Understanding the
Government product lifecycle? Government product lifecycle
The government product life cycle refers to the entire lifespan of a Getting to Expanding reach and Managing retention Determining future
product, from the time it is conceived until the moment it is retired from the product-market fit scale and growth enhancement
marketplace or replaced. This process encompasses all stages, from the
initial development and launch to the eventual decline in sales. Adapting rapidly to Supporting more users Evolving value Pivoting, resurrecting
new insights from while optimising to proposition, continuous current offering
Similar to the predictable stages of human life — birth, childhood, customers and the accelerate growth. iterations and focusing and run continuous
adolescence, maturity, and end of life — products and services also go market. on the customer enhancements.
through analogous phases. To optimise results at each stage, product experience. Battling

FRONT END
owners and managers adapt their strategies accordingly. The strategies churn.
employed may vary throughout the product’s life cycle.

Generally, products pass through four stages that describe the product
development life cycle:

LAUNCH MATURITY PRODUCT

PRODUCT
INTRODUCTION LAUNCH MATURITY EXTENSION EXTENSION
INTRODUCTION

NEW PRODUCTS EXISTING PRODUCTS

The execution of action items within the product cycle can be accomplished
through three ways:

• Create marketing
campaigns • Maximise customer reach • Prioritise enhancements
• Enhance SEO’s • Iterate and test

BACK END
• Build SEO’s
ONE TIME PERIODIC CONTINUOUS • Identify segments and • Analyse user behaviour • Monitor performance
personas (eg: Foreign • Gather user feedback • Foster a culture of continuous
investors) • Analyse user data Improvement
• Create a single, reliable
source of information

SERVICE QUALITY ASSURANCE

DESIGN PRINCIPLES

36 37
 1
HYPER-
HYPER-
PERSONALISATION
PERSONALISATION

2
SIMPLICITY
What is it?
Hyper-personalisation is an advanced approach that enables
entities to personalise the end-user’s experiences. It involves
How do you bring it to life?

leveraging data, analytics, AI, and automation to create targeted

and customised experiences. Understand the users, their needs and challenges

3
INCLUSIVITY
Why is it important?
It increases the user engagement and satisfaction rate, leading to
higher conversion rates, as users are more likely to take action on Deep dive into the data and gather insights
content that is specifically tailored to their interests and needs.

4
AGILITY
Design an omnichannel experience

OFFER A OFFER B OFFER C

Test experiences, iterate, and improve

5
Personalisation based on Hyper-personalisation
user segments. based on user needs and
behaviour.
EFFICIENCY
Embed proactiveness

THE IMPACT

6REAL-
AUTOMATION
Hyper-personalisation in the government sector can lead to better and
more targeted services that cater to the specific needs and preferences
of citizens. This can result in increased satisfaction, engagement, and
trust in the government and its services.

38
38 39
 DEFINING
Understand the users, PERSONAS
their needs and challenges Personas are fictional characters, which are your service or product. Understanding
created based upon different types of data and personas is essential for providing users with an
research to represent user types that might use exceptional experience.

USER
In defining personas, you will need to focus on 8 key components:
SEGMENTATION
To enhance the customer experience, an organisation must develop a
shared understanding of the end-user, recognising that each customer
Demographic information Goals and motivations
segment possesses unique characteristics. The process of dividing This includes details such as age, What are the user’s goals and
customers into homogeneous groups based on common characteristics is gender, income, education level, motivations for using the product or
known as “user segmentation”. and other relevant demographic service?
characteristics that may affect the What are they trying to accomplish?
Multiple methods and metrics that can be used to segment customers, user’s needs and behaviour.
each with a different way of presenting information and strengths and
weaknesses. Certain methods are particularly applicable to the public
sector. Pain points and challenges Behaviours and habits

What are the user’s pain points and What are the user’s typical behaviours
challenges when using the product or and habits when using the product or
service? service?
Example of user segments: What obstacles do they face? How do they interact with it?

Communication preferences Persona backstory

How does the user prefer to A persona backstory is a fictional
communicate? narrative that helps designers understand
Do they prefer email, phone, chat, or the user’s history, personality, and
UAE Residents Domestic Tourists Companies other channels? background. This can include details such
Nationals Workers Private and as hobbies, interests, and family life.
public sector
Technology proficiency Quotes and anecdotes
How proficient is the user with Including direct quotes and anecdotes
technology? What devices and from real users can help designers
platforms do they use? empathise with the user’s needs and
emotions.

40 41
IDENTIFYING USER NEEDS
AND CHALLENGES

User research is a crucial step in validating your personas, by following the

below tools, you gain valuable insights that can help you make informed
decisions about your product or service.

1. Surveys 2. Interviews 3. Focus groups 4. Usability testing 5. Analytics 6. Shadowing

Surveys are a quick and Interviews involve talking Focus groups involve Usability testing involves Analytics can be used This method involves
cost-effective way to to users one-on-one to gathering a group of observing users as they to gather data on user observing and
gather feedback from a gather in-depth insights users together to discuss interact with the product. behaviour such as time documenting how users
large number of users. about their needs, their experiences with Usability testing can be spent on the product, interact with a service in
Surveys can be behaviours, and the product. Focus conducted in person pages visited, and their natural environment
conducted online, experiences. Interviews groups can be conducted or remotely and can be actions taken. Analytics without interrupting their
through email, or in can be conducted in person or online and used to identify usability can provide insights activities. A researcher or
person. They can be used in person, over the can be used to gather issues and areas for into how users are using designer follows a user,
to gather demographic phone, or through video feedback on specific improvement. the product and can be taking notes on their
information, feedback conferencing. They features, to test new used to identify areas for actions, interactions and
on specific features or can be structured or product ideas, or to get a improvement. thought process.
user needs, and opinions unstructured, and can be broader understanding of
about the product. used to gather feedback the user’s needs.
on specific features or to
gain a broader
understanding of the
user’s experience with
the product.

It is important to choose the method(s) that best suits the project goals, budget, and timeline.
Conducting user research can be time- consuming and costly, but it is a critical step in creating
products and services that meet the needs of the target audience.

42 43
 Deep dive into the data and
gather insights

WHAT: HOW:
Collect user data Tools to define insights
Once we have gained an understanding of the user’s needs, challenges, and behaviour,
we will need to analyse another set of data to further refine our approach and create a Hyper-personalisation relies on a set of tools and technologies to define user insights:
hyper-personalised experience.

Online traffic data Social media metrics In-house Reporting

Call centre data dashboards tools
can provide valuable can be analysed to gain such as likes, shares, and
information about user insights into common user comments on government
behaviour, such as how many questions and concerns and social media.
users are visiting the website/ areas of complaints.
app, how long they are staying
on the channel, and which
pages they are visiting most.
Government
services
observatory AI algorithms
domains including
Machine Learning
(ML), Natural
Survey data Transactional data Customer feedback Language
can be conducted online, as payment history or service such as reviews and ratings, Processing (NLP)
via email, or through phone application data can provide can provide data on how users and Large Language
calls. They typically involve insights into user needs, perceive your product. By Cross-channel Model (LLM)
asking a set of standardised behaviour and preferences. analysing trends in feedback
questions to a large group of over time, you can identify
journey analysis
users to collect data on their common pain points and
behaviours, preferences, and prioritise improvements.
attitudes.

Entities need to continuously measure and This helps to improve the relevance and
optimise the personalisation strategy based on effectiveness of personalised experiences over
user feedback and performance metrics. time.

Customer
Mystery Customer feedback
shopper pulse survey

44 45
WHY: Use cases of
Bringing it to life
hyper-personalisation
Impact of hyper-personalisation
Potential use cases of how hyper-personalisation could be applied
in the public sector:
Hyper-personalisation has the potential to provide numerous benefits for both
citizens and the government sector. Here are some potential impacts of
hyper-personalisation:

Improved
citizen engagement
By providing personalised experiences and tailored Personalised citizen Customised service
service options, Hyper-personalisation can improve citizen
portals delivery
engagement with government services and increase
satisfaction with those services. A personalised citizen portal could provide a Government agencies could use data and
customised experience for each user, based analytics to identify patterns in service usage
on their individual needs, preferences, and and provide customised service options based
Better interactions with government services. This on each citizen’s unique needs. For example, a
outcomes could include personalised content healthcare system could provide personalised
recommendations, customised user health recommendations based on a citizen’s
By providing more personalised and relevant services, interfaces, and tailored service options. health history, lifestyle, and risk factors.
Hyper-personalisation can improve outcomes for citizens
and increase the effectiveness of government programs.

Enhanced
efficiency
Personalised Adaptive learning
By leveraging citizen data to personalise service delivery, communications programs
government agencies can improve efficiency and reduce costs
by streamlining processes and providing targeted services. By leveraging citizen data, government Government agencies could use adaptive
agencies could provide personalised learning programs to provide customised
communication to citizens about government learning experiences to citizens based on their
services, programs, and initiatives. This could individual skill levels, learning styles, and needs.
Increased include personalised messaging, tailored For example, a language learning program
trust social media campaigns, and customised could adapt its lessons and exercises to each
email marketing. user’s proficiency level and preferred learning
If done correctly, Hyper-personalisation can increase
style.
citizen trust in the government by showing that the
government cares about each citizen’s unique needs and is
working to provide tailored solutions to their problems.

46 47
 Design an omnichannel The impact of developing an
experience omni-channel experience

OMNICHANNEL
EXPERIENCE Convenience
Is a comprehensive approach to ensuring design requires the development of a cohesive Citizens can access government services on the channel of their choice,
high-quality interactions between the government strategy that encompasses all possible forms of whether it be online, by phone, or in-person. This increases convenience and
and customers across all available channels, customer interaction, rather than just the most accessibility for citizens who may have different preferences or needs.
rather than focusing on individual channels. frequently used channels like websites and
Unlike multi-channel marketing, omnichannel mobile apps.
Efficiency
An omnichannel approach can streamline processes and reduce wait times by
allowing citizens to complete transactions on their own schedule, and reducing
the need for manual intervention.

MULTICHANNEL vs. OMNICHANNEL

Improved
Service Centres customer service
An omnichannel approach can provide a more personalised and responsive
customer service experience, as interactions are tracked across channels, and
information is shared seamlessly between service representatives.

Web Mobile
Better employee
experiences
Employees will feel more empowered in their jobs, as they are working within a
system based on multiple channels that are robust, flexible, and effective.

Service Web Mobile Social Social

Centres Greater
transparency
By tracking interactions across channels, an omnichannel approach can provide
citizens with greater visibility into the status of their requests or applications.

Better data
collection
An omnichannel approach can improve the collection of data and feedback
from citizens, which can help agencies improve their services and make
data-driven decisions.

48 49
DEFINING USE CASE
TARGET EXPERIENCES CUSTOMER JOURNEY FRAMEWORK
Having gained a thorough comprehension of our personas, their needs, and challenges,
and substantiated our assumptions with relevant data and analysis, the next step is to Data Source
conceptualize and design the target state journey. The customer’s journey is the sum of Survey
Persona A Social media
the interactions between the user and the entity, which are documented in steps in order
Persona B
to facilitate analysis and development. As for the federal entities, the journey of the user Transaction history
Persona C
should be designed in five key stages (see diagram below). Persona xxx Customer feedback

The aim is to create a seamless and consistent journey experience for users as they
interact with a product or service. It involves mapping out the different touchpoints and
Identified Persona
steps that a user will go through in their journey, and ensuring that each touchpoint is
connected and contributes to an overall positive experience. The goal is to make the Hammad
Emirati/Male
Retired
50 years old
user journey as simple, clear, and intuitive as possible.

Looks online for ways Receives tailored Receives an email

ads on social media from Economic
Explore to start a business in Development Authority
UAE (to start a business) on steps required to
start a business
RETURN
EXPLORE Reads the service Uploads minimal
Logs in through UAE card and confirms amount of documents
Apply Pass eligibility and and fills minimal fields
requirement and forms

Transact Proceeds to payment Receives Tracks real-time

gateway (Apple Pay) confirmation receipt application status

Receives digital
Receive license for his
business
RECEIVE APPLY
Hyper-personalisation
Renews proactively
Return of license Personalisation

Proactive

Common API Advanced

TRANSACT Components Personalisation SSO Eligibility integration payment Real time Proactive
UAE Pass Engine with gov gateways and tracking notifications
(Enablers) entities digital wallets

50 51
The impact of defining target CHANNELS
state customer experience AND TOUCHPOINTS
Having a single consolidated view of customer Maintaining consistency in user experience across
behaviour across various channels (web, channels is crucial. Whether a user applies for a
mobile, and service centres) allows entities service on a website or an app, the same forms, fields,
to develop a detailed user journey mapping and documents should be required. If the service
interactions and touchpoints across various takes 2 minutes to complete on the website, it should
channels. take the same amount of time on the app.
Improved user Increased
experience efficiency
A unified user journey ensures A unified user journey helps the
that the user’s interaction with organisation to streamline its Traditional channels
the organisation is seamless processes, reduce redundancies,
and consistent across different and eliminate silos.
touchpoints. This, in turn, enhances This results in increased efficiency
the user experience and reduces and productivity.
frustration and confusion.

Service Call Smart

Website
centre centre application

Cost Better customer

savings insights Alternative channels

A unified user journey can help to A unified user journey enables

reduce the cost of service delivery the organisation to gather more
by eliminating redundancies and comprehensive data on user
inefficiencies in the user journey. behaviour and preferences, which
can be used to improve products and
services, personalise offerings, and
Social Virtual/ Smart Live chat
media centres (Whatsapp and
create more targeted marketing
Chatbots)
campaigns.

52 53
 Test experiences,
iterate, and improve

OMNICHANNEL
EXPERIENCE DESIGN
An omnichannel experience is a cohesive and consistent approach to customer interactions Phase 2:
across multiple channels and touchpoints. It involves seamlessly integrating different channels
like service centres, websites, mobile apps, and social media platforms to provide customers with a
ITERATE & IMPROVE
unified experience. By breaking down channel silos and synchronizing data, businesses can deliver
personalised interactions, increase customer satisfaction, and foster long-term loyalty.

Once the target experience is designed, entities need to test the product and run continuous
improvement cycles, testing and iterating are essential steps in the process of Hyper-personalisation
Continuous Agility
to ensure the best possible experience for users. improvement
Use the feedback and data gathered to make Use agile methodology to implement
This can be conducted in two phases listed below: continuous improvements to the experience. changes quickly and efficiently.
Phase 1:
TEST This can include making small tweaks to
the design or functionality or larger changes
This involves breaking down larger
projects into smaller, manageable
based on user feedback. tasks and regularly checking in on
progress and making adjustments
as needed. (see more on principle 4:
Agility).
User Analytics A/B
testing Testing
Conduct user testing with a Use data analytics tools to track Test different versions of the
diverse group of users to gather user behaviour and gather experience to see which one
feedback on the experience. insights on how users are performs better.
interacting with the experience.
This can be done through This can be done with small
in-person or remote sessions, This can inform future design changes to the design, copy, or
surveys, or other methods (see decisions and optimisations. functionality.
more on principle 1: Hyper-
personalisation).

54 55
 Embed
proactiveness

PROACTIVE
SERVICES
Proactive services refer to anticipating the needs of citizens and providing services before they are
requested. This approach involves using the target state experience and life events of citizens.

This information needs to be leveraged to suggest relevant services or interventions at the right
time.
The main classifications of
By being proactive, governments can improve citizen satisfaction, increase efficiency, and reduce
proactive services:
costs associated with reactive service delivery.

The definition of proactive services above is based on the following

five components:
Procedural Informational
services services
Proposal or activation of providing Automatically conducting
services related to the execution eligibility checks without the need
of government transactions that for a request from the customer,
Anticipating and Providing the user with Focusing on their have clear outputs associated and notifying them if they meet
with a service requested by the the requirements to access a
predicting the services the services before it needs, preferences,
customer. specific service.
that the customer needs is requested and lifestyle choices

Eligibility screening Reminder

Providing the service Leveraging services services
on time and with ease government data Automatically conducting Proactively informing
eligibility checks without the the customer about
need for a request from the the upcoming service
customer, and notifying them appointment.
if they meet the requirements
to access a specific service.

56 57
The impact of Use
proactive experiences cases

Eliminates the need for users/

citizens to be aware of the
In Estonia, the Unemployment Detroit Airport now offers parallel reality
service’s benefits, thereby
reducing the risk of human error. Insurance Fund (EUIF) employs artificial displays enabling up to 100 customers to
Enhances cost-efficiency intelligence (AI) to match job seekers view their personalised flight information
compared to traditional services with suitable positions according to their on a single screen simultaneously. An
as it can be delivered more quickly, extensive work history. Additionally, overhead sensor detects passengers’
with less duplication, and fewer the AI system can forecast industries presence and location using non-
physical offices.
where the likelihood of job displacement biometric object detection, adjusting
Lowers infrastructure costs and
a reduced risk of fraud. These remains significant. their private zone for visible personalised
benefits translate into significant content while navigating.
savings for the government on
each transaction.

Improves outcomes for citizens,

removes obstacles and
inconveniences, making it a
valuable resource for users with
disabilities or special needs.
In the Netherlands and the UK, annual
Provides a seamless and efficient
experience. Proactive services can tax returns are pre-filled with existing
match or exceed the best digital information (for example, from payroll
experiences available in the private records). Citizens only have to check and,
sector, delighting users in the
if necessary, correct or add to the
process.
information before submitting the return.

58 59
 1
HYPER-
PERSONALISATION
SIMPLICITY

2
SIMPLICITY
What is it?
Simplicity refers to designing products and services that are easy
to understand for users while also being transparent in their
How do you bring it to life?

delivery.
Provide clear, concise, and easy to understand information
This means removing unnecessary complexities and jargon and
providing clear and concise information to users about what the

3
service entails, how it works, and what the user’s
responsibilities are. The aim is to create a service that is
user-centered, efficient, and trustworthy.
INCLUSIVITY Use plain language to describe service details

Why is it important?

4
AGILITY
By designing government services with simplicity and
transparency in mind, governments can improve citizen trust and
confidence, make services more accessible and effective, and
ultimately improve the overall quality of their services.
Simplify the service to make it intuitive

Design a user-friendly interface, easy to navigate

5
EFFICIENCY
THE IMPACT
Simplicity has a positive impact on end-users by improving their
understanding, increasing their trust, and reducing frustration.
It also benefits government entities by achieving better outcomes,
increasing efficiency, and improving reputation.

6
REAL-
AUTOMATION

60
60 61
 Provide clear, consistent and
easy to understand information

Use language that is inclusive and reflects the

Write from the user’s perspective and diversity of the community being served. Avoid
address their needs and concerns. Use using gender-specific language or making
Focus on Use inclusive
the user “you” instead of “the user” or “the customer.” language assumptions about the user’s background
or identity. Ensure effective translation of the
service into other languages.

Choose concise service names consisting Ensure that all content meets accessibility
of a maximum of four words. Ensure that the standards, such as providing alternative text
names clearly describe the purpose of the for images, and using headings and lists to
Be clear service. Maintain consistent language for Comply with make content easier to navigate for users
and concise service names across all channels, keeping accessibility with disabilities (see more on Principle 4:
(service name) them short, straightforward, and to the point. standards Inclusivity).

Use the same language and the same

Provide clear instructions and steps
design patterns wherever possible. This
for users to follow, and include links or
helps people get familiar with our services,
Provide references to additional resources or Be consistent,
actionable not uniform but when this is not possible, we should
support.
information make sure our approach is consistent.

Ensure that all information provided is

Use branding and style guidelines provided
accurate, up-to-date, and relevant to the
by the government to ensure consistency
Be accurate service being offered. Regularly review and Follow branding
and and style and maintain a professional appearance.
update content as needed.
up-to-date guidelines

62 63
 Use plain language to
describe service details

WHAT DOES HOW TO

“PLAIN LANGUAGE” MEAN? WRITE PLAIN LANGUAGE
It means communicating information in a way may be unfamiliar or confusing to users. Instead, it
that is clear, concise, and easy to understand for involves using simple and everyday words, short
the target audience. It involves avoiding complex sentences, and clear headings to convey the
terminology, jargon, or technical language that necessary information to the user.

The goal is to make the service details accessible and understandable to the widest
possible audience, including those with low literacy or limited language proficiency.
Write content for Be
everyone direct
Copywriting includes language, Do not place any hints. Using phrases
Users should be able to: copy, readability, clarity, and tone like ‘you must’ can help users
of voice. It is essential that the understand when there is a step they
Gain an Determine Identify entity is communicating to the have to follow. Information should be
understanding the eligibility the entities user in a way that is relatable and clearly presented and understandable
of the service criteria for the responsible for comprehensible. by all users, including those as young
as 13 years old.
instantly. service’s intended providing the
recipients. service.

Access frequently Have easy access Learn about the service

asked questions to contact support fees, touchpoints,
(FAQs) for the if needed. required documentation, Limit Aim for
service. and estimated punctuation simplicity
processing time.
Limit the use of punctuations You can help people of all literacy
as they slow readers down. Try levels understand what they need
not to use punctuation unless to know by organising information
necessary. into manageable chunks and
using bullet points to break up
long lists.

64 65
 Simplify the service to
make it intuitive

INTUITIVE DESIGN HOW CAN WE

IN DIGITAL EXPERIENCES BRING IT TO LIFE?

1. Understand your users 2. Design to guide

Have you ever read your brand
new iPhone’s manual? Getting intuitive design right starts with
understanding your users.You need to figure out Use diagrams, images, or videos to help users
what’s intuitive for them. An important concept understand complex processes or procedures.
Intuitive design is invisible. It means that when a user sees it, they know exactly what to do. to understand is current knowledge vs target Use icons or symbols to represent actions or
Design is intuitive when users can focus on a task at hand without stopping, even for a second. knowledge. steps to make the service more visually intuitive.
(see more on principle 1: Hyper-personalisation)

3. Test with physical environment

Conduct user testing with users who are representative of the target audience. These users should be
Any product that needs a given tasks to complete that simulate real-life scenarios in which they would interact with the physical
manual is broken environment, such as navigating a store or using a kiosk. Observing the users will provide insights into
how intuitive and user-friendly the design is. Iterative testing and refinement can be conducted until the
design is deemed intuitive and effective.
Elon Musk

66 67
 Design a user-friendly
interface, easy to navigate

THE UAE’S PRINCIPLES OF THE

‘DESIGN LANGUAGE SYSTEM’ (DLS) DESIGN LANGUAGE SYSTEM (DLS)
The Design Language System (DLS) ensures that users have a superior experience while using
government portals. One of the key features of the portal is the ability for users to customise and
personalise their experience, making it more efficient and user-friendly.

The DLS system consists of three sections:

Consistent Clear
The guidelines, applications and The guidelines serve a clear purpose and
components outlined in the design system communicate a unified message with
follow a consistent format, be it container regards to how components are applied.
GUIDELINES COMPONENTS TEMPLATES sizes or tone of voice.

The DLS system can be downloaded from

https://dls.government.ae/

Mindful Compliant
All elements included in the design system All components created can easily be
are designed with current and future adapted to suit the different needs of a
expectations to ensure that there is no specific Entity while still keeping unification
reason or need to break away from the best practices as mandated.
foundations laid down.

68 69
 1
HYPER-
PERSONALISATION
INCLUSIVITY
What is it?

2
Inclusivity in designing for a product or a service refers to the practice
of considering and accommodating the diverse needs, abilities, and How do you bring it to life?
preferences of a wide range of users or customers. It involves creating
designs that are accessible, usable, and enjoyable for all individuals,
SIMPLICITY
regardless of their age, gender, ethnicity, language, physical or cognitive
abilities, or any other characteristic.
Adhere to accessibility tools and requirements
Why is it important?
3
INCLUSIVITY
Inclusive design aims to eliminate barriers and ensure equal access
and participation for everyone. It involves conducting research and
gathering insights about different user groups, understanding their unique
Provide assisted digital support
requirements, and incorporating those insights into the design process.
This can include providing alternative communication methods, considering
different cultural perspectives, offering adjustable interfaces, or considering
assistive technologies. To achieve inclusive design, entities need to focus on

4
two areas:

Offer services in alternative forms

AGILITY 1. Accessibility
Inclusive Design

2. Usability
Conduct ongoing usability testing sessions

5
Accessibility Usability

EFFICIENCY

Encourage users to use digital channels

6
REAL-
AUTOMATION
THE IMPACT
By adopting an inclusive design approach, entities can create products
and services that cater to a larger audience, enhance user satisfaction,
and promote equal opportunities and social inclusion. It goes beyond mere
compliance with accessibility standards and focuses on embracing diversity
and providing a seamless experience for all users.

70
70 71
 Adhere to accessibility tools and
requirements

WEBSITE
WHAT ARE THE
STRUCTURE
ACCESSIBILITY REQUIREMENTS?
The UAE exclusively follows the recommendations laid down by World
Entities need to adhere to the basic “Accessibility” requirements designed by the government of the Wide Web Consortium (W3C) to maintain the website structure:
UAE. The requirements have been built with the intention of making the content accessible to the
widest range of users, regardless of disability or impairment.

e-Services Optional services

Your voice Change text size About the entity Media hub
This section enables you to contact If you have difficulty reading the text
the Director General’s office directly on our portal, you can increase or
to share your feedback. decrease the text-size by clicking on Services and activities Open data
the “A+” or “A-”.

Change color Zoom screen REMEMBER

If you face difficulty reading the For those with poor visual ability The 2-steps approach to find a service
text with some background color to read text and view images, you
combinations, such as white text on can use the Zoom option from your To enhance service Search functionality Landing page
a black background, you can change browser to enlarge the page. discoverability, it is important Implement a robust search bar Showcase prominent
background colors in your browser to ensure that the service that delivers accurate results services on the landing
easily. name clearly conveys its based on user queries. Offer page, organised into
purpose using plain language. filters and advanced search categorised sections.
The service name should options for refining results, Include visual call-to-action
be concise, consisting of a allowing users to quickly buttons for easy navigation
maximum of 2-4 words. The access desired services. to specific services of
2x2 rule indicated that the interest.
user should be able to find
any service in 2 ways and in 2 By combining an efficient search function and a user-friendly
steps: landing page, users can easily find services online, aligning
with the “2x2 rule” for a streamlined user experience.

72 73
 Provide assisted
digital support
WHAT IS
ASSISTED DIGITAL?
The term “Assisted Digital” refers to a collection of approaches, techniques, and efforts aimed at
guaranteeing that nobody is excluded from accessing digital services. Since various services and
customer segments need distinct kinds of assistance for a completely digital service to function, the
concept of Assisted Digital encompasses a broad spectrum.

Assisted Digital must identify and develop: MOST ASSISTED

USERS DIGITAL USERS
Specialist solutions for online users Medium to high digital Low digital proficiency
with specific needs Non-digital delivery channels
(e.g.Service centres) proficiency
(e.g. Visually impaired, Disabled, Elderly, etc.)

Usage of audio and video content that have subtitles and

transcripts to ensure people with hearing impairments can
understand the content.
Create accessible physical
environments which
includes providing ramps,
All the functionalities of the webpage must be operable elevators, accessible
through the keyboard. This ensures that users unable to
parking spaces, and clear
use a mouse because of limited motor functions can still
interact with the web content.
signage for individuals with
mobility challenges.

Utilisation of AI and machine learning to automatically DIGITAL

create alternative texts for images and make them more
accessible for people with visual impairments. Provide accessibility ASSETS
features such as tactile SUPPORT
paving, braille signage, and
Live chat support tools such as video calls, chatbot, audio announcements.
Whastapp and social media.

Usage of Sign Language Processing (SLP) is a field Ensure that employees are
of artificial intelligence concerned with automatic knowledgeable about the
processing and analysis of sign language content. various accessibility features.
This will enable them to
provide appropriate guidance
Search Engine Optimisation (SEO), ensures that a
and support to customers with
webpage is properly optimised and structured and
improves overall usability and navigability of the site for disabilities who may require
specialised assistance.
users with disabilities.
DIGITAL
SERVICES
74 75
 Offer services in
alternative forms

CONVERSATIONAL
SERVICES
Virtual assistants
Conversational services refer to interactive systems or platforms that engage in natural language Virtual assistants are advanced conversational agents that use artificial intelligence to understand
conversations with users. and respond to user queries or commands. They can perform tasks such as scheduling appointments,
making reservations, providing personalised recommendations, or retrieving information from
These services leverage various technologies, such as chatbots, virtual assistants, and voice databases.
recognition, to facilitate communication and provide assistance or information to users in a
conversational manner.
Voice-enabled devices
Different forms of conversational services: Devices like smart speakers or voice assistants, such as Amazon Alexa or Google Assistant, offer
conversational services through voice interactions. Users can ask questions, give commands, or
request information, and the device responds accordingly, providing relevant answers or performing
requested actions.
Chatbots
Chatbots are designed to simulate human conversation through text or voice-based interactions.
Chatbots can handle a wide range of tasks, such as answering queries, directing the user to the actual Messaging apps
service, providing recommendations, or assisting with basic customer support inquiries.
Many messaging apps incorporate conversational services, allowing users to interact with businesses
or service providers through chat interfaces. Users can inquire about products or services, make
ChatGPT a form of a chatbot
purchases, track orders, or receive customer support within the messaging app.

ChatGPT can be leveraged to enable conversational services in the government sector,

utilising its natural language processing capabilities and conversational abilities. Here are Call centre automation
some ways it can be used:
Conversational services can be utilised in call centres to automate customer interactions. Interactive
Service Forms and Policy Multilingual voice response (IVR) systems use voice recognition and natural language processing to guide callers
guidance applications inquiries support through a series of prompts or provide automated assistance before routing them to a human agent if
needed.
ChatGPT can assist ChatGPT can help ChatGPT can provide ChatGPT’s language
users in navigating users complete forms information on capabilities enable
government services and applications government policies, it to provide support
by providing step- by asking relevant regulations, and and information in
by-step instructions, questions, clarifying procedures, helping multiple languages,
explaining eligibility inputs, and providing users understand and catering to diverse The goal of conversational services is to provide users with a more intuitive and user-friendly
criteria, and offering assistance throughout navigate complex user populations and experience by enabling natural language interactions. By understanding user intent, conversational
guidance on required the process. policy frameworks. promoting inclusivity. services aim to deliver relevant and personalised responses, automate routine tasks, and improve
documentation or overall customer support and engagement.
procedures.

76 77
 Conduct ongoing usability
testing sessions

WHAT IS USABILITY TESTING IS

USABILITY TESTING? AN ITERATIVE PROCESS
Usability testing is the evaluation process of a product. It is conducted by observing how a Usability testing is iterative, involving multiple rounds of testing and incorporating feedback to
representative group of users interacts with it. This hands-on testing provides product developers and continually improve the product’s usability based on user insights. To conduct a successful usability
marketers with valuable insights into the user experience (UX) as perceived by individuals who are not testing session, entities should:
familiar with the product.

SESSION PLANNING
THE PURPOSE OF
USABILITY TESTING

CORE ELEMENTS

Uncover Discover Learn about the

SET USER FIND FACILITATE /
problems in the opportunities user’s behaviour
design to improve the and preferences TASKS PARTICIPANTS MODERATE
design TESTING

SET UP ENVIRONMENT: UX LAB

SERVICE QUALITY
ASSURANCE

78 79
 Session planning Facilitate/Moderate testing

Define what you want to test. Decide how to conduct your test Observe and interview users. Notice issues. See if users fail to see things,
Ask yourself questions about your design/ Define the scope of what to test (e.g. go in the wrong direction or misinterpret rules. When you record usability
product. What aspect/s of it do you want navigation) and stick to it throughout the sessions, you can more easily count the number of times users become
to test? You can make a hypothesis from test. When you test aspects individually, confused. Ask users to think aloud and tell you how they feel as they go
each answer. With a clear hypothesis, you’ll you’ll eventually build a broader view of through the test. From this, you can check whether your designer’s mental
have the exact aspect you want to test. how well your design works overall. model is accurate: Does what you think users can do with your design match
what these test users show?

Set your tasks Set up a testing environment

(UX LAB)

Use a suitable testing environment such as UX labs for the session. The controlled environment
Prioritise the most Create scenarios where
allows for regulation of factors like lighting and distractions, ensuring participants can focus
important tasks to meet users can try to use the
on tasks and provide unbiased feedback. Usability testing labs are equipped with specialised
objectives design naturally. That means
tools and technologies, such as eye-tracking devices and screen recording software, enabling
(e.g., complete payment), no you let them get to grips with it
accurate analysis of user behaviour. The presence of observers in dedicated observation rooms
more than 5 per participant. on their own rather than direct
allows stakeholders to directly observe user interactions and gain valuable insights. The labs
Allow a 60-minute timeframe. them with instructions.
also provide a collaborative space for analysing results and fostering communication among
stakeholders.

Find participants Service quality assurance

Know who your users are as a target group. Use screening Service Quality Assurance is an on-going and iterative process that
questionnaires to find suitable candidates. You can advertise encompasses various activities such as measuring customer satisfaction,
and offer incentives. You can also find contacts through monitoring service delivery processes, conducting audits, and implementing
community groups, etc. If you test with only 10 users, you can corrective actions to enhance service quality and ensure consistent and
still reveal 85% of core issues. exceptional customer experiences. The ultimate goal is to maintain high
standards of service and continually improve the quality of services offered
by an organisation.

80 81
 Encourage users to use
digital channels

HOW DO WE ENCOURAGE USERS

TO USE DIGITAL CHANNELS?

Train Optimise mobile Simplify

employees experience processes REMEMBER
Ensure that staff in service centres and Optimise digital channels for smart Streamline processes and remove The 3-steps approach to
call centres receive proper training on devices, as mobile accessibility is unnecessary complexities when utilising complete a service
providing support and assistance to users becoming increasingly important. Create digital channels. Simplify procedures,
Government entities are required to
in using the service online. Employees mobile-responsive websites and mobile minimise steps, and eliminate barriers to
adhere to the “3 steps at most” principle
should demonstrate patience and provide applications to provide a seamless entry to make it easy and efficient for users when designing digital services to ensure
personalised assistance to guide users experience across different devices and to engage digitally. their complete accomplishment within
through the application process, whether it operating systems. a maximum of 3 steps, excluding the
is done via the call centre or service centre, payment step.
offering necessary support and guidance as
needed. The service should be designed in
a way that does not require filling in
any information, data, or uploading
any documents that already exist in
Build an incentive Design a user-friendly Provide user support government databases (utilising digital
program interface and assistance identity, digital signature, and digital wallet).
Additionally, it is necessary to establish
links with the responsible entities for the
Consider providing incentives or rewards for Develop intuitive and user-friendly interfaces reference data records.
using digital channels. Encouraging users for digital platforms, ensuring that they are
with incentives can motivate them to adopt easy to navigate, understand, and use. Offer comprehensive user support through
The service stages should be clearly
and actively engage with digital services. eg: Provide clear instructions and make the user various channels, including live chat, FAQs,
explained to the service recipient in a
services consumed on digital channels are experience seamless and enjoyable. and helplines. Provide prompt and helpful simplified manner, starting from submitting
free of cost. assistance to users encountering difficulties, the request until completion, enabling them
ensuring a positive user experience. to easily and smoothly accomplish the
service.

82 83
 1
HYPER-
PERSONALISATION
AGILITY
What is it?

2
Agility is not a development methodology. Instead it refers to an
organisational model in which small, multidisciplinary, and supported How do you bring it to life?
teams work in iterative, fast-paced cycles while prioritising value.

SIMPLICITY

Design an agile approach for timely, flexible and

Why is it important? tailored services
Today’s digital world highlights the need for prompt, adaptable, and

3
INCLUSIVITY
comprehensive organisations. Agile practices promote “Service
Centricity” and adaptability. This allows government agencies to
quickly respond to changing needs and priorities, which is essential in
today’s rapidly evolving digital landscape.
Implement agile methodologies to increase team
collaboration and flexible design
Agile approaches are a better fit given technological advancement and
the pace of change we are currently experiencing. They mitigate risks

4
by engaging end users early and continuously adapting to evolving
requirements and environments. Develop an agile roadmap to achieve faster launch
times
Agility provides the ability to quickly and effectively respond to the needs
AGILITY
and expectations of our citizens.

Perform iterative testing to deliver services exceeding

customers expectations

5
EFFICIENCY
THE IMPACT
Agile is important for government services because it can help to deliver
Measure success and keep track of quality parameters
services that are more aligned with the needs of citizens, more efficient, and
of higher quality. Implementing agile approach in the governments ways of
working is imperative to achieve the goal of the UAE to be the best country in

6
REAL-
AUTOMATION
the world by 2071.
Set up agile management approach to continuously
monitor and evolve the service

84
84 85
 Design an agile approach for timely, INCREMENTAL AND
flexible and tailored services ITERATIVE APPROACH
Unlike a traditional approach, an agile project delivers work in small and consumable increments.
Requirements, plans and results are continuously updated.
KEY PHASES OF
AN AGILE APPROACH AGILE
METHODOLOGY
Here is a suggested approach to structuring an agile project, focused on iterating and delivering fast. It
is equally important to watch out for some common pitfalls while structuring an agile approach. “Cycles” are miniature
BUIL
iterations of the project. In each D

E
T
cycle we design, build, validate

DA
What to watch out for What to do

LI
and review. With each iteration,

VA
improvements strengthen the

DESIG
Avoid overplanning. Allocate Understand user needs to be service offerings.
more time to development and addressed (Principle 1)
Cycle

N
testing instead Define product vision and project
Involve stakeholders at objectives

RE
Set up an agile team
the plan phase to ensure PLAN

VIE
accountability across teams Build roadmap with key milestones

W
Ensure clear communication Create product backlog with PLAN LAUNCH
between teams to avoid prioritised features
misalignment Breakdown the roadmap into sprints
Manage scope creep and Prioritise work for each sprint
ensure changes are aligned to DESIGN through sprint planning
goals and timelines BUILD Execute the sprint AGILE
CHARACTERISTICS
Use rapid prototyping and test
Consider automating testing
concepts with users
as much as possible to ensure
Refine based on feedback
1 2 3
efficiency and accuracy Time-boxed, fast Incremental and iterative, Anchored in user
VALIDATE Measure performance using
Watch out for insufficient test-and-learn concepts, sprint ceremonies. research, refined based
testing REVIEW predefined metrics
sprint ceremonies. on user feedback.
LAUNCH Optimise based on users feedback
and data-driven insights
Impact on service
Implement proper release Conduct sprint review at the end
management to avoid use of each sprint
dissatisfaction Reflect on process during sprint
Do not overreact to feedback retrospective
as all feedback may not be REPEAT Repeat the process
relevant Timely Flexible Tailored

86 87
 Implement agile methodologies to increase
team collaboration & flexible design
SQUAD 1 SQUAD 2
Product Owner Product Owner
AGILE TEAM SETUP Coach Coach
ROLES AND RESPONSIBILITIES Development team Development team

While setting up an agile process, teams become central to the planning and design phase.
Agile product teams are typically built around squads allowing them to scale up in case workload
increases. Each squad is comprised of ten or fewer people, including one product owner, coach and a
development team. Agile development teams may vary depending on project scope and size. Roles
Product Team
described below are illustrative.
Agile Team

PRODUCT OWNER COACH UI/UX QA Dev

Decision-maker responsible for the Leader responsible for making sure Product Coach
vision, the backlog and the value agile practices and rules are applied Owner
delivered by the Product team. by the team. Business SME Ops
Analyst

BENEFITS OF
AN AGILE TEAM
What to watch out for
1 2 3 4
Work happens Needed capabilities Cross-collaboration Team morale Insourcing key Reporting lines One team one Dedicated team
simultaneously, not are gathered upon is emphasised, which improves, as it is roles While designing product members
sequentially, which set up, which ensures helps the team move designed to maximise Some roles teams, mixed Ensure that the Resources within
allows for greater the right skills faster. communication and (e.g. service owners, reporting lines of squads are focused a team should be
flexibility. are available for teamwork. designers) which resources should be on launching one dedicated full time.
execution.
have overall view avoided to maintain product / feature. Part-time resource
of the product / clear accountability. allocation can hinder
service should not be timely progress due
outsourced to ensure to multiple reporting
delivery success and lines.
consistency.

88 89
WAYS OF
WORKING
Development is broken down into time boxed
iterations named “Cycles” (1-4 weeks each)

In addition to roles and ceremonies, Agile projects include certain tools & artifacts.
The most common are:

Burndown/up charts
Chart showing work Board User stories
remaining in a Sprint
Inputs from end-
users, Customers,
Helps visualise sprint backlog Teams breakdown features
Standup Meetings
Stakeholders
15-min stand-up and typically includes post-its requirements into “user stories”
Coach meeting for status on a whiteboard (to-do, WIP and that describe what customers
updates
done). want.
Daily 24
Hours

Review
Cycle Team presents Timeboxing Icebox
work completed
Product Owner Team 1-4 Weeks (demo)
Set period of time that a team User stories recorded but not
works towards completing a moved to development, are
goal. stored in the icebox.

Finished
Work
Service Planning Cycle
Backlog & Review Backlog
List of Meetings Retrospective
List of tasks
prioritised Team to be done
Meeting Tools
product selects items during the Team reflects
features committing to Sprint on process
complete from Teams typically leverage
product backlog project management (e.g., Jira
or Trello), or collaborations (e.g.,
Slack, confluence) tools.

90 91
USE CASES
ISSUE BAD SCENARIO GOOD SCENARIO

As a user, I want a better interface A more complete user story: “As a user,
for the website. I want a more intuitive and user-friendly
User story - vague or incomplete user stories: interface for the website. Specifically, I want
Incomplete user story: Does not the menu bar to be more visible and easier to
User stories should be specific, concise, and include all necessary details. Vague specify customer’s goal for improving navigate, with clear labels and descriptions
or incomplete user stories can lead to confusion or misunderstandings among the search functionality. Vague about of each menu item. This will help me find the
team members and may result in incomplete or incorrect development. customer’s objectives and reasons for information I need more quickly and efficiently
better search functionality. and make my overall experience on the
website more enjoyable.

A government agency set a three- A more effective timeboxing approach

Timeboxing - not defining clear time boundaries: month timebox to implement an involves ensuring a thorough understanding
online application for a license, but of project dependencies and requirements
Timeboxing requires clearly defining the start and end times of a task or the team didn’t consider the integration upfront. This enables setting a realistic
activity. If these boundaries are not defined clearly, it can lead to confusion and time needed. Thus, the project took five timeframe and adjusting as needed to meet
misunderstandings about what is expected during the timeboxed period. months to complete. deadlines and budget. Iterative development
and testing methods can further detect and
address issues early in the project.

The government agency’s new online A more effective iceboxing approach

platform neglected to prioritise for government services involves a
essential features and functionalities prioritisation framework considering
critical to the user experience, opting citizen needs, agency goals, and strategic
Iceboxing - focusing too much on details:
to defer them to a later release. This priorities. This ensures critical features are
proved to be a costly mistake, as citizens prioritised in the initial release, while lower
Iceboxing should focus on high-level priorities and should not get bogged down
were left dissatisfied with the platform priority items are deferred. Regular review
in details. Focusing too much on details can lead to wasted time and effort, and
and the agency had to spend additional and reassessment of priorities aligns with
can distract from the most important tasks.
resources to implement the missing evolving citizen needs and expectations.
features after the platform’s launch.

92 93
 Develop an agile roadmap to achieve
faster launch times

BENEFITS OF AN GUIDELINES TO BUILDING AN

AGILE ROADMAP AGILE ROADMAP
While multiple cycles can go on in parallel to design several features of a product /
service, it is imperative to have a product roadmap to prioritise the delivery of the most Define vision Identify and
important features over the rest. Having a product roadmap helps align stakeholders, and objectives prioritise initiatives
prioritise features, provide a timeline, create flexibility, aid with resource planning, and build
confidence in the team’s ability to deliver the product or service. Clarify overall vision and objectives Identify high-level initiatives linked
(specific, measurable, attainable, to objectives and prioritise them
Example of an agile roadmap: relevant and time-bound), as well as (impact, value, dependencies).
outcomes and deliverables.

2023 2024
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar
Break initiatives into Estimate and prioritise
Marketing

Launch Campaign Partnership Ongoing

Marketing epics and user stories user stories
Break each initiative into smaller units Assess effort for each user story using a
Mobile Web v1 Mobile Web v2 Rich Mobile Web Apps of work. Epics are large features, user relative scale (e.g., story points). Prioritise
Development

stories are specific, actionable and based on value, dependencies and risks
Platform v1 Platform v2 Ongoing Releases
can be tested independently. (e.g., MoSCoW, Eisenhower).
Research Android v1 Android v2 Android BAU

5% Market Share 15% Market Share 28% Market Share [n]% Market Share
Create a roadmap Include capacity
KPI

timeline and constraints

DELIVERY BUDGET RESOURCE MARCOM DEPENDENCIES RISKS ISSUES ON RADAR
RED YELLOW GREEN GREEN GREEN Visualise roadmap in time (spreadsheet, Take into account team’s capacity and
Dashboard

Competitor Delivery Aug 2023

Delays Budget All resource Public Partnerships Tyrell corp - Tech issues New mobile
expected to will need on track perception is and services new product opportunity project management or roadmap tools). external constraints or dependencies (e.g.,
Version 1 bolstering in very healthy all in place Market Budget Jun 2023
Q2 2022 positive and on track Tyrell corp - Investment New Allocate epics/ user stories to sprints. resource availability, reliance on external
new product Needed Q2 suppliers
possible Keep roadmap flexible stakeholder).

TBC Low High BAU

Risk Risk

Comunicate Iterate
and validate and adapt

Share roadmap and obtain feedback Through sprints, review and update
(e.g., Roadmapping workshop). roadmap based on feedback, new
insights and changing priorities.

94 95
 Perform iterative testing to deliver services
exceeding customers expectations

In an agile approach, the iterative testing process is important because it allows for the early detection
of defects, improves quality, reduces risk, enhances user satisfaction, and facilitates continuous CASE
improvement. By testing iteratively or rapid prototyping, teams can ensure that they are delivering a
high-quality product or service that meets user needs and expectations.
IN POINT
Virtual reality (VR) can be used to simulate VR allows architects to create immersive
the experience of using a new product or experiences that allow clients to walk around
PROTOTYPING, LEARNING service before it is launched. This can help and interact with the building in a realistic
the government to get feedback from users way. This helps clients to visualise the
AND ITERATING and to identify potential problems before they finished product and to make changes before
occur. For example, Foster + Partners is using the building is constructed.
Prototyping as part of an agile methodology allows to create and test earlier versions of a service with
VR to design and prototype new buildings.
users and stakeholders, providing an opportunity to validate assumptions, learn from feedback and
iterate on the design

Rapid prototyping types What to keep in mind

To ensure success, create a prototype that:

Keeps the end Focuses on

goal in mind usability
Accurately represents Is easy to use and
Paper Wireframe Interactive mockups the final product / navigate.
Low-fidelity prototypes using User interface Prototyping using interactive service.
pen and paper or simple representations, created elements to simulate users’
drawing tools. using specialised tools. interactions.
Considers Is tested with real
technical feasibility users
It should be feasible to Ensure that it meets
build and scale. their needs and
expectations.

Functional Prototypes HTML / CSS Minimum viable

product mockups Avoid getting too attached to a specific prototype and incorporate
Includes actual functionality Prototypes used in web Stripped down version of user feedback in the iteration process. Rapid prototyping can
and limited back-end development projects, product with core features. quickly test design ideas, but prototypes should be of sufficient
integration. Gives a more Interactive and can integrate quality and accurately reflect the final product.
realistic experience. with backend.

96 97
 Measure success and keep track of
quality parameters

OVERVIEW OF AGILE BEST PRACTICES TO DEVELOPING

METRICS BEST PRACTICE MEANINGFUL MEASUREMENT
One crucial aspect of an agile project is defining clear success metrics and making sure measurements
are conducted to keep on track. Here are a few examples:
Identify key metrics 2
1 based on the program’s
Agile framework Ensure metrics align
1 2 3
with and prioritise
Key metrics can include Goal-aligned metrics can be Validation metrics can
organisation-wide goals
“lead” - the time required evaluated from take the form of
and objectives
for a feature in the backlog ‘user adoption’ or assessing “user stories” or “number
to move into production, or ‘customer satisfaction’. of bugs.”
66 ‘velocity’ - the number of
user stories completed in
For all chosen metrics, make
sure they relate to broader
They need to motivate
desired behaviours and
Communicate one cycle. strategic goals as well as emphasise a greater
performance projects artifacts, roadmap, focus on results.
information
3 and backlog.
frequently and
Establish
efficiently 4 5 6
and validate
metrics early
and align with Establishing management For data-driven decisions, To communicate
incentives commitment can be leverage automated tools to performance, use
done through regular and capture performance. development and
5 frequent meetings to ensure Increase automation as management tools
involvement. Senior buy- much as possible. (see that allow the capture
Commit to data-driven in is crucial to the success more in the Efficiency and and display of metrics and
decision making of the project. Lack of Real-automation sections). measurements in real-time.
leadership involvement and
44 Establish management
commitment
understanding is one of the
most common reasons for
project failure.

98 99
 Set up agile management approach to
continuously monitor and evolve the service

AN ALTERNATIVE TO
THE TRADITIONAL PROJECT MANAGEMENT WHAT TO KEEP IN MIND
An agile approach represents a way to transform the traditional program approach to better support It is helpful to have in mind the typical agile obstacles and anticipate them
programs leveraging agile methodologies before starting an agile project:

PROJECT APPROACH VS. AGILE APPROACH

Organisational culture Adoption
Project approach Agile approach Bureaucratic, rule bound and siloed Resistance to change
Education, training and mentoring. Communicate purpose and processes
Show success on one small pilot clearly.
- Red, amber, green reports - Burndown charts project. Upskill employees in new technologies
Tracking

- Gantt charts - Story points per sprint/ velocity and processes.

- Status of work compared to plan measurements
- Delivery of working service

Governance Senior leadership access

- Matrixed hierarchy of managed - Flat structure with self-organising
Coordination

projects teams Lack of consensus and transparency Lack of access to authority to get vital
- Centralised communication among - Direct cross- project collaboration inputs
Get everyone on the same page.
team story points per sprint - Continuous experimentation and Create access to key stakeholders.
Create a culture of open sharing.
- Consistency from the top down innovation Establish a senior steering committee to
gather critical leaders.

- Detailed specifications/ - Development of a high- level

Prioritisation

requirements backlog
- Value tracked in a detailed, long- - Value delivery forecast in a
term roadmap conceptual roadmap Decision making-authority
- Fixed schedule and prioritisation - Frequent re-evaluation of needs
Hierarchical frameworks that
hinder execution
- Documentation driven - Value-driven
Governance

Empower PO to make most decisions.

- Approval required at each phase - Infrequent intervention
Develop a well-defined escalation
gate - Flexible and adaptable to meet
procedure to quickly resolve complex
- Regular cadence-driven team needs
inquiries.

100 101
 1
HYPER-
PERSONALISATION
EFFICIENCY
2
SIMPLICITY
What is it?
Efficiency in government services refers to “doing more with less”
or “doing better with the same”. It is about the optimal use of inputs
How do you bring it to life?

(resources such as manpower, technology, time, and funding) and

funding) to deliver the best output (high quality public services). In Understand efficiency goals, impact and dimensions
order to be efficient, the goal is to minimise waste, reduce costs and
improve speed and quality while achieving the desired outcomes.

3
INCLUSIVITY Why is it important?
Ensure continuous monitoring and improvement of
efficiency
In a globalised world, countries compete for investments, talent and tourism.
To achieve that, providing seamless and hassle-free experiences to
citizens, residents and businesses is a necessity. Delivering a world-class
Identify opportunities, and unlock future efficiencies

4
service experience increasingly relies on efficiency, which has become a
cornerstone of modern public administration.

Private companies have sped up delivery times and improved user

AGILITY experience by focusing on end-to-end digital transformation of services,
using agile, product-centric ways of working and investing in modern Strengthen data governance and data exchange
technology and systems. Government services are adopting a similar models
approach to drive further efficiencies, ultimately aiming at improving
people’s lives.

5
EFFICIENCY
Build on digital enablers and capabilities

THE IMPACT
Embracing innovative ways to maximize overall productivity drives service
excellence through the adoption of a product mindset. Ultimately, efficient Leverage automation technologies to drive further

6
services ensure that individuals receive services in a timely and high-quality
efficiency
manner, resulting in heightened satisfaction and trust in the government.

REAL-
AUTOMATION

102
102 103
 Understand efficiency goals, impact and
dimensions

EFFICIENCY GOALS EFFICIENCY

AND IMPACT DIMENSIONS
Because efficiency represents the maximisation of output, quality, and responsiveness of services, There are multiple dimensions to consider when thinking through efficiency in government services:
given a set amount of resources, typical efficiency goals are around:

Streamlining Maximising Managing time Dimension Potential impact

workflows, reducing outcomes or outputs effectively,
redundancies with minimum prioritising and
and eliminating inputs, or at a eliminating time
Operational efficiency Improved Service Level Agreements (SLAs)
inefficiencies. minimum cost. consuming or compliance, such as:
involves streamlining processing,
unnecessary steps. • Reduced time to deliver a service
reducing waste and optimising
• Increased outcome
resource allocation.
• Higher quality (e.g., lower error rates)
In driving for efficiency, one key aspect is typically to meet or exceed Service Level Agreements (SLAs)
in the most cost effective manner. Service Level Agreements (SLAs) are legally binding contracts
signed between two parties, in which they agree on what services will be provided, how they will be Personnel efficiency Higher employee productivity and morale
refers to optimising the performance • Increased services delivered per employee
measured and the resulting consequences. Having those agreements in place with internal and • Employee turnover rate
external partners ensures the adherence to appropriate service levels. of government employees through
• Employee satisfaction score
effective hiring, training and
Efficiency impacts multiple aspects of a given customer experience such as: performance management.

Technological efficiency Better use of human resources

includes leveraging modern • Greater number of services digitised
technology such as real-automation • Reduced service delivery time
Quantity Quality Cost • Higher accuracy in service delivery
Service delivery throughput Service delivery quality Cost per unit of output or
(e.g., number of calls (e.g., caller satisfaction). outcome (e.g., cost per call
answered). answered).
Financial efficiency More services within the same budget,
involves optimising the use of potentially expanding the scope of SLAs
available funds, and improving without additional cost
• Reduced cost per service delivered
budgeting processes.
• Increased budget utilisation rate

Time Process
Speed of service delivery Effectiveness of underlying
(e.g.,wait time). process(e.g., level of Continuous monitoring of all those aspects is key to identifying bottlenecks, optimising resource
automation). allocation and benchmarking performance over time

104 105
 Ensure continuous monitoring and
improvement of efficiency
IMPORTANCE OF CONTINUOUS
MONITORING TO IMPROVE EFFICIENCY
In order to improve efficiencies, precise measurement is crucial. Data-driven performance
and efficiency tools help manage all dimensions of a service efficiency:

DIMENSION TOOLS ROLE AND EXAMPLES EXAMPLES OF METRICS THAT CAN BE MONITORED
Aimed at identifying inefficiencies and streamlining processes
Operational Number of services Percentage of tasks that
completed in a given period contain errors and require
efficiency • Business Process Management (BPM): map, analyse and automate
workflows
(throughput) rework (error rate)
• Project management: track progress, coordinate tasks (e.g., Trello, Asana)

Focused on improving employee productivity and performance management

Personnel Tasks completed in a given Satisfaction levels

• HR Management Systems (HRMS): track performance, support strategic
period (productivity) through surveys
efficiency planning (e.g., bambooHR, workday)
• Time tracking: monitor activities to identify improvements (e.g., toggl,
timedoctor)

Designed to improve the use of technology in supporting efficiencies

• Business intelligence and data analytics: provide insights from data to Time taken to Time a system Level of customer
Technological support decision-making (e.g., Tableau, PowerBI)
respond to a request is operating and satisfaction (user
efficiency • IT Service Management (ITSM): control IT service delivery, improve reliability
and responsiveness (e.g., ServiceNow, Jira) (response time) available (uptime) satisfaction score)
• Robotic Process Automation (RPA): automate routine tasks (E.g., UiPath,
Blue Prism)
• Customer Relationship Management (CRM): Streamline interactions with
public (e.g., Salesforce, Microsoft Dynamics)

Intended for improving financial management and budgeting

Financial Percentage of budget Difference between
• Financial: manage finances, track spending (e.g., quickbooks, oracle, netsuite) used effectively (budget budgeted cost and actual
efficiency
• Budgeting: support budget planning and forecasting (e.g., adaptive insights, utilisation) cost (cost variance)
planful)

106 107
 Identify opportunities, and
unlock future efficiencies 2
Accelerate service delivery and save costs by working internally, as well as with other
parties (inside or outside of the government) to identify synergies. Think creatively of existing resources
that could potentially be re-used such as equipment, technology and expertise (e.g., hardware or
software assets, IP, physical space, third-party contracts etc.) as part of other projects.
REVIEW PROCESSES TO IDENTIFY UNTAPPED
OPPORTUNITIES, AND UNLOCK FUTURE EFFICIENCIES
Leveraging existing technology to speed up a government service

1
• The USPTO’s Government Patent applicants gain a free license for up to
Licensing Program (GPLP) enables 10 years, fostering innovation with over
businesses to freely license 10,000 licenses granted. Examples of
Identify areas of inefficiencies and streamline them (e.g., implementing automation) by government-owned patents. It’s open to products include cancer diagnostic
conducting regular assessments (e.g., value stream mapping or business process reengineering). Note all businesses, requiring an application devices, Alzheimer’s treatment drugs, and
that those assessments should be ongoing and regularly reviewed. with details on the business, desired manufacturing efficiency software.
patent, and proposed use. Successful

Example: Illustrative value mapping exercise for Schengen visa application

• Define scope: end-to-end process of a

Schengen visa application, starting from
the initial customer inquiry to the final visa
• Identify value-adding and non-value
adding steps: analyse each step and
classify value levels.
3
Design with efficiency in mind. Try to build solutions that could be reusable in the future, so that
work is accelerated and costs are reduced.
decision.
• Measure key metrics: such as cycle time
• Identify steps involved in the process: (time it takes to complete the entire value
Modular design and low code development
this may include stream) or lead time (time it takes from the
* Initial inquiry and information gathering. customer’s perspective.
* Document preparation and submission. • Denmark has built a development • With this low-code approach, IT resources
• Propose future state: that addresses platform that renders screens in a mobile are no longer a bottleneck to creating
* Application review and verification. digital services; public authorities can
the identified bottlenecks and eliminates app, based on the desired process flow
* Payment processing. focus instead on creating a delightful user
non-value-adding steps. Include areas for a transaction. Civil servants can
* Appointment scheduling and biometrics. experience and more efficient internal
where process improvements, automation customise the front-end experience for workflows. Projects that previously
* Visa decision and notification.
or technology can be implemented. each process step, using a library of took months or years and required
• Map the current state: Create a visual design elements and functionalities. huge budgets now take weeks and
• Develop action plan: that outlines specific incur little incremental cost for software
representation of the current state value steps, with responsibilities and timelines. development.
map stream, and connect them in the order
they occur. Include information such as • Implement and improve: proposed

4
time taken for each step, bottlenecks or improvements and measure impact on
delays encountered. value stream .

Foster a mindset of closer collaboration. Collaboration is extremely important in driving

efficiencies (e.g., sharing expertise by pooling knowledge and skills).

108 109
 Strengthen data governance and In the absence of data governance and exchange models
data exchange models There are a number of things that can go wrong. Some of the most common problems include:

Data inconsistency Integration challenges

Data stored across the organisation in different Introducing new systems becomes complex
formats, systems, or locations can lead to without a framework, leading to costly integration
inconsistencies and hinder obtaining a reliable projects and potential compatibility issues.
Data as a fuel for efficiency view of information.
Digitisation and automation
are crucial components of
driving efficiency. However,
a key precondition to any
digital and automated Data governance model
project is data. Data
A data governance model is
management is foundational
a set of policies, processes, Data silos Data security and compliance risks
to achieve efficiency, improve
and standards that define Absence of a framework results in separate Data may be transmitted without proper security
decision-making, enhance
how an organisation data maintenance by departments, limiting data measures, increasing the risk of breaches and
collaboration, streamline
manages its data assets. Data exchange framework sharing and collaboration, reducing visibility and non-compliance with regulations.
processes, and enable
scalability. However, in order access to critical information.
A data exchange framework
It provides a framework
to manage data properly, clear is a set of guidelines and
for ensuring the accuracy,
governance and exchange standards that enable the
consistency, security, and
models need to be defined. secure and efficient sharing
privacy of data across the
of data between different
organisation.
entities.

The framework defines Manual processes Lack of scalability

the rules, procedures, and Companies rely on error-prone manual processes Without a framework, scaling becomes
technologies required for like copying data or using spreadsheets, leading challenging, hindering the addition of new data
exchanging data in a trusted to discrepancies and inefficiencies. sources, partnerships, or expansion into new
and reliable manner. markets.
The purpose of a data exchange framework is to facilitate data
sharing while ensuring data privacy, security, and compliance. It
also allows entities to share data with partners, customers, and
other stakeholders without compromising the confidentiality or
integrity of the data.

Lack of real-time information

A data exchange framework ensures timely
data flow between systems, enabling up-to-date
information for effective decision-making.

110 111
POLICIES AND REGULATIONS PERTAINING
TO THE SHARING AND EXCHANGE OF DATA

Currently, the below policies govern data exchange:

Data repositories
The government has reference data repositories that are considered primary, accurate,
and reliable sources of data, eliminating any duplication or conflicts in the data. The Data sharing
following considerations are taken into account:

1 Government entities responsible

for reference data repositories are
obligated to comply with data sharing
2 Government entities responsible
for data repositories are obligated
to provide and manage accurate Government entities are committed to Government entities are committed to
and facilitating its exchange. and up-to-date reference data complying with laws and regulatory providing accurate, complete, and up-
repositories. provisions regarding the sharing or exchange to-date data when sharing it.
They must also prioritise the
of data. There are laws concerning information
confidentiality of individuals’
security and data privacy.
personal data and adhere to relevant
regulations.

3 Government entities, as well as others,

are obligated to use a single, trusted,
and updated data source for handling
4 Government entities are required to use
data in accordance with the reference
data repositories.
Government entities are obligated to share or
exchange data through the government’s
digital services portal and refrain from
Government entities are required to
commit to sharing or exchanging data
only through the approved mechanisms in
data within the country, ensuring creating any direct data sharing points between the digital government.
consistency. Government entities government entities and external parties to
must refrain from creating separate safeguard the data security and privacy of
databases to collect the same data government entities and others.
already available in the reference data
repositories.

112 113
 Build on digital enablers and
capabilities

DIGITAL ENABLERS
Multiple digital solutions already exist, and help enable further technology efficiency

Federal Government Government Link for Digital Signature Digital Document

Network Services Wallet
Adopting digital signature through the digital
Commitment to using the government Commitment to sharing and exchanging data Adopting the digital document wallet as a
identity in all digital government services in
network, which provides a shared through the government link for services. tool to verify official documents and records
the country.
infrastructure enabling all entities to securely for the service recipient, whether in person or
access integrated computer resources, as digitally.
well as linking these entities together.

The National CRM National and Digital Digital Stamp Use Digital Government
Commitment to using the national system for
Identity Adopting digital stamp through the digital
Capabilities
managing customer relationships to register identity in all digital government transactions
Adopting digital identity and its features Commitment to using all available digital
and manage service recipient requirements. in the country, equivalent to manual stamping.
in developing their digital services and government capabilities when developing
enhancing the service recipient experience. proactive and digital government services.

Digital Vault
Adopting secure digital authentication
through the digital identity as the sole
authorised tool for accessing all digital
government services in the country, and
commitment to its use.

114 115
 Leverage automation technologies
to drive further efficiency

STANDARD AND ADVANCED TECHNOLOGIES

CAN CONTRIBUTE TO EFFICIENCY
One of the central elements of driving efficiency is the adoption and integration of
automation technologies.

These have the potential to revolutionise the way governments operate, making them
more responsive, accurate, and cost-effective.

1
Standard automation
2
Real-automation (see more on principle #6 Real-automation)

Robotic Process Automation (RPA) helps automate repetitive and routine tasks in government • Machine Learning advanced algorithms derive complex insights and identify patterns,
processes, such as data entry, document processing, and form-filling, freeing up time for public empowering decision-making and helping workers move faster with their activities.
servants to focus on more strategic tasks. • Blockchain enhances transparency, security and efficiency of transactions and record-keeping.
• Artificial Intelligence aims for improved customer experience but also drives enhanced
operational efficiency, freeing up workers to focus on more important tasks.

Use Case: Use Case:

The Australian Taxation Office (ATO) integrated RPA into their systems to The US Citizenship and Immigration Services (USCIS) department has
automate time-consuming and repetitive tasks. Bots were employed to extract witnessed improved efficiencies after leveraging an AI-powered virtual agent
and consolidate data from various sources, validate information, perform named Emma, which answers basic questions and helps users navigate the
calculations and update records. This significantly reduced processing times, website while human experts support with individual, more complex demands.
improved data accuracy, and enhanced overall efficiency in handling tax related
tasks.

116 117
 1
HYPER-
REAL-
AUTOMATION
PERSONALISATION

2
SIMPLICITY
What is it?
Real-automation aims to make the processes of customer journeys
quick and frictionless. Free of inessential bureaucratic processes, it
How do you bring it to life?

enables government to perform at a higher level.

Understand real-automation’s capabilities to accelerate
It automates user inputs based on data and analytics to enhance the next generation of services
customer experience and reduce government effort.

3 By facilitating near-real time insights, quick and empowering

decision-making becomes possible. Experiences can be highly
personalised, increasing user satisfaction and trust.
Build on existing policies and solutions to design
INCLUSIVITY
future services
Real-automation uses cutting-edge technologies, like Artificial
Intelligence and Computer Vision, to go beyond traditional
automation. Through real-automation, machines are trained
Leverage the full potential of real-automation to

4
on operating autonomously, continuously learning and making
data driven decisions. This allows humans to focus on human transform services
experiences that machines cannot replicate.
AGILITY
In contrast, automation uses standard technology, such as
Robotic Process Automation, to perform tasks with minimal human
intervention, aimed at reducing manual effort and driving efficiency.
Identify key requirements to enable real-automation
It is typically focused on rule-based or repetitive activities.

5
EFFICIENCY
Preempt top implementation challenges that
might arise
THE IMPACT
Real-automation has the potential to considerably enhance outcomes
for society, by delivering innovative and transformative services, allowing
Enforce safeguards and anticipate potential risks

6
governments to meet people’s needs in new ways.
associated with real-automation

REAL-
AUTOMATION

118
118 119
 Understand real-automation’s capabilities to THINK
accelerate the next generation of services Make decisions based on the environment: Analyse and process large volumes
of data much faster than humans, and in some cases, more effectively.

REAL-AUTOMATION HAS CAPABILITIES TO ACCELERATE Analyse large volumes of data, identify Understand and interpret complex
THE NEXT GENERATION OF GOVERNMENT SERVICES patterns and generate insights to data, and make recommendations
support decision making (e.g. predictive (E.g., assist in complex decision-
Real-automation technologies, such as Artificial Intelligence (AI) or Internet of Things (IoT), hold the analytics models that use historical making processes, such as assessing
potential to unlock and accelerate the next generation of government services. Thanks to the Sense, data to forecast disease outbreaks, eligibility for social benefits based on
Think, and Execute capabilities, which are detailed hereunder, the opportunities for an improved anticipate traffic congestion or predict individual circumstances and program
experience centered around user satisfaction, are endless. housing demand for urban planning, requirements.
propose more personalised healthcare
plans based on healthcare analysis of

SENSE
patient information).

Capture the environment: Augment or replace human sensory capabilities,

speeding up simple tasks such as data monitoring or visual detection

Gather data from Extract relevant Process and analyse

various sources, information from images written or spoken
including IoT devices,
sensors, social media
and videos, identify
objects or patterns and
language to extract
information, sentiment
EXECUTE
and databases detect anomalies (e.g., analysis and respond Carry out those decisions: Take simple decision-making tasks off humans –
(e.g., Environmental Surveillance systems automatically (e.g., freeing up time for front-line workers to focus on activities that improve services and
monitoring systems that alert authorities conversational AI- customer experience.
that collect data on air about suspicious powered platforms that
quality, water quality activities, analysis help answer common Magnetic resonance (MR) imaging is crucial for precise medical diagnoses, but the
and noise levels to of street and traffic inquiries). growing demand for MR scans requires improved efficiency and shorter wait times. AI-
ensure compliance with cameras in real time to based image reconstruction can accelerate MR exams, enhancing productivity and cost-
regulations). make the best use of effectiveness. It provides high-resolution images that increase diagnostic confidence
public transport, reduce and improves accessibility for stressed or anxious patients. Shorter exams and accurate
pollution and manage the scans enhance the patient experience and reduce scanning time thus freeing up
flow of traffic). valuable diagnostic resources.

120 121
USE-CASES REAL WORLD
APPLICATIONS
Digital
Fraud detection healthcare services
(e.g., AI-powered system for government welfare program) Integrating Healthcare Data and AI for advanced care by leveraging Automated Scheduling, Prescription Management, and
Telemedicine.
Integration of data from Machine learning models Automated alerts sent to
government databases, that analyse transaction fraud detection units within Integration of healthcare data AI algorithms analysing Automated appointment
financial institutions, and patterns, beneficiary profiles, government agencies, from hospitals, clinics, and medical data to provide scheduling, electronic
other sources to create a and historical fraud cases triggering investigations and wearable devices to create clinical decision prescription management,
comprehensive dataset to detect potential fraud potential actions against comprehensive electronic health support, predict and remote patient
for fraud detection (e.g., indicators. fraudulent activities. record (electronic medical records, disease progression, monitoring using
transaction records, patient-generated health data, and or recommend telemedicine technologies.
beneficiary information and real-time health monitoring from personalised treatment
external data feeds). medical devices or wearables). options.

Smart
User support
Nation
(AI-powered chatbot for conversational services)
Smart cities play a crucial role where various systems and services are integrated to enhance the quality of life for residents
Chatbots integrated into Natural language processing AI-powered agents offering (optimise energy consumption, manage traffic flow, monitor air quality and improve waste management).
government websites or algorithms that understand 24/7 support to citizens,
mobile apps, collecting user inquiries and retrieve answering frequently asked Sensors installed in AI algorithms that analyse Automated traffic management
data from users seeking information from government questions, guiding users public transportation transportation data to systems that adjust traffic signals
information or assistance. databases or knowledge through the application systems, smart energy optimise traffic flow, predict based on real-time congestion
bases. process for government meters, air quality energy demand for efficient patterns, personalised mobile
programs, and providing monitoring stations, and resource allocation, or applications providing real-time
relevant links or forms. waste management analyse waste management public transport information, or
infrastructure. data to optimise collection intelligent waste management
routes. systems that optimise collection
Job seeker routes based on fill levels of bins.
support Smart automation
for clinical administration
Leverage various Former employer reports
Humana created Allie to streamline outdated and repetitive processes to improve patient health outcomes and boost
sources of data (e.g., the job loss of an employee healthcare business efficiency.
work history, educational to the government, which
background, socioeconomic automatically enrolls Redundant administrative tasks, such as clinical auditing and medical chart reviews, hinder clinicians from
performing at their optimum, affecting both patient outcomes and healthcare business interests.
circumstances) to optimise that person in all relevant
Allie’s Citizen Development (CD) program fosters a cross-functional team consisting of various stakeholders
the types of supplemental qualifying services (e.g.,
and experts beyond IT, to envision clinician-centered solutions and implement key process improvements.
support that employment unemployment, food
For e.g. The CD team collaborated with pharmacists and nurses to automate the manual process of collecting
agencies offer based on assistance, medical
patients’ health information. Allie automates data collection and uses this to categorize prescriptions by risk
interventions that were assistance or any other level, directing them to the relevant healthcare specialist for review when needed. This approach leads to
most effective for similar job government services efficiency gains and reduced risk, benefitting Humana, clinicians, and most importantly, patients.
seekers. benefits). In six months, Allie restructured 35 Humana processes, improving customer service, transparency, and
resource use, while reducing time-to-value from months to weeks. Handling real-time processing of millions
of claims and prescriptions annually, Allie reduces administrative tasks, granting clinicians 15% more time for
patient care.

122 123
CUSTOMERS BENEFITS GOVERNMENTS BENEFITS
IMPROVED EXPERIENCE BETTER OUTCOMES
Smart use of real-automation can therefore enable outstanding levels of experiences: By strengthening their services to provide outstanding customer experience, governments
can generate several benefits:

Reliable Simple and convenient Secure Increased Satisfied Quick and effective
trust users assistance
Eliminates errors and Eliminates the need for users Helps governments
inconsistencies caused by to physically visit government detect and prevent fraud, Across various nations, Satisfied users are less Quick and effective
human error, leading to more offices, stand in queues, or cyberattacks, and other satisfied users tend to have likely to make repeat assistance, free of needless
accurate data and results. fill out paper forms. Instead, security threats. This is higher levels of trust in their appointments, resulting in a bureaucratic processes,
they can access services particularly important in governments and perceive well-functioning system with can uplift the morale of
conveniently online or through areas such as national them as effectively fulfilling fewer unnecessary visits. government employees,
mobile applications from security and border control. their objectives. However, dissatisfied users which in turn reinforces
anywhere and at any time. are more likely to return with the quality of service they
This saves time and effort for unresolved issues and may provide.
users. resort to public complaints or
legal action.

Moreover, real-automation supports with:

Personalised and
Fast Empathetic anticipatory
Reduces the time Frees up government Personalises customer
required to achieve employees to focus on higher experiences by analysing
operational results by value tasks which allows data and understanding
minimising latency and them to focus on human individual preferences. Decision Social
making understanding
provide near real time interactions and provide This allows for tailored
insights, empowering and necessary support when recommendations, Greater support for The ability to guage
informing decisions. This needed. proactive notifications, and government leaders customers’ happiness is
is particularly important in personalised assistance in making strategic enhanced. Real-automation
areas such as public health, in navigating government decisons. Real-automation can be leveraged to
where quick decision- services. can help governments by capture and analyse users’
making can be crucial. analysing specific outputs perspectives which is better
and submetrics and then than conducting surveys and
determining the initiatives most enables faster action by the
likely to make an improvement. government.

124 125
 Build on existing policies & solutions to
design future services

POLICIES PAVING THE WAY LET US IMAGINE THE ART OF THE POSSIBLE FOR HOW
TO REAL-AUTOMATION REAL-AUTOMATION COULD ENHANCE THE UNIFIED
DIGITAL IDENTITY (CURRENTLY UAE PASS)
THE ASK O NCE P O L IC Y

Through the Ask Once policy, a unified database consolidates citizens’ and residents’ information
from various government entities. This database serves as a centralised hub for collecting and
verifying data, eliminating the need for individuals to repeatedly provide the same information to
Personalised and Enhanced security Streamlined
multiple government agencies. The Ask Once policy paves the way for real-automation technologies
proactive experiences and trust authentication and
in several ways. verification
Advanced Machine Learning Blockchain can provide a
and AI algorithms can decentralised and tamper- Computer vision assists
analyse user preferences proof identity management in document verification
Data management and and behaviour, enabling system, ensuring secure and automates information
Analytics extraction.
integration very personalised access and protecting user
recommendations and data from unauthorised
This centralised database is a rich source The centralised database serves as a tailored experiences. modification.
of data and serves as a foundation for valuable data source for training AI models.
real-automation enabling efficient data AI algorithms can be developed to automate
management, analysis and sharing. tasks such as natural language processing,
predictive analytics, and decision-making.
Advanced analytics techniques, including
machine learning and data mining, can
extract valuable insights from the data, Virtual service centres Context aware Virtual assistance and
supporting evidence-based decision-making. and collaboration services document signing
Through the metaverse, With IoT data, such as Virtual assistants can
virtual representations of location and environmental integrate within the platform,
Streamlined processes Data security government service centres information, personalised and providing interactive support
and framework can be offered, enabling context aware services can be to any question, and step by
and trust users to access services and delivered to users. step guidance.
interact with virtual agents.
The ask once policy creates a framework The ask once policy can be expanded to
that supports the integration of other real- incorporate blockchain standards. This
automation technologies (e.g., computer would increase the security, immutability and
vision). transparency of data. Smart contracts would
automate trusted transactions between
different parties, enhancing efficiency and
transparency.

126 127
THE ART OF THE POSSIBLE
FOR CUSTOMERS’ EXPERIENCES
As customers experiences improve with real-automation, satisfaction and trust in governments
increase. Services become fully automated and powered by cutting-edge real-automation techniques,
which allow fast, convenient, and reliable service delivery.

EXAMPLE 5. Intelligent Negotiations

Buy a House To negotiate the price or terms, an AI-powered negotiation system
Let us imagine a futuristic fully automated experience leveraging real-automation for Faris (the can handle the process
persona of 35 years old, Jordanian), who wants to buy a house It utilises historical market data, property valuations, and buyer/seller preferences to
arrive at a fair and optimised agreement. The negotiation system communicates with the
seller’s AI agent. Once an agreement is reached, and after Faris’s approval,
1. Property Search it generates the updated contract.
Faris accesses an advanced real estate platform
The platform leverages UAE Pass for secure authentication. Faris answers a few
questions. An AI-enabled system understands the requirements and preferences (type
6. Secure Transactions
of property, location, size, and other criteria). The system uses AI algorithms to present a To facilitate the financial transactions securely, the platform
curated list of properties that matches the requirements. integrates with digital payment systems and UAE Pass
Faris can make secure payments for deposits, down payments, and other fees directly
through the platform, eliminating the need for traditional bank transfers or checks. The
2. Virtual Property Tours transactions are verified and recorded in a transparent and immutable manner using
Faris takes virtual tours using advanced AR/ VR technologies blockchain technology.
The platform allows him to immerse himself in a realistic 3D representation of the
properties, exploring every room, amenities, and even the surrounding neighborhood. He 7. Seamless Handover
can interact with virtual agents who provide information and answer queries in real-time.
He can also visit those properties in the metaverse. As the purchase progresses, automation technologies facilitate a
smooth handover process
The platform provides Faris with a checklist of tasks, such as property inspections, utility
3. Digital Documentation connections, and registration of ownership, ensuring each step is completed efficiently.
It also integrates with relevant government agencies to automate processes like title
Once Faris finds a property that he likes, the platform streamlines the
transfers and issuance of occupancy certificates.
documentation process
Faris provides a digital identification through UAE Pass, eliminating the need for physical
paperwork. The system automatically verifies identity, financial records, and other 8. Post-Purchase Services
necessary documents. Smart contracts powered by blockchain technology are used to After the purchase, the platform continues to assist with post-
create legally binding agreements and handle transactions securely.
purchase services
It can provide recommendations for interior designers, contractors, and home services
4. Automated Financial Assessment based on preferences. Faris can also access an integrated platform for managing
property-related tasks, such as maintenance requests, bill payments, and community
The platform integrates with banks and financial institutions to
interactions.
automate the mortgage approval process
Based on Faris’s financial profile, the system quickly assesses his eligibility and provides
instant mortgage pre-approval. It considers factors such as income, credit history, and
property value to calculate the loan terms, interest rates, and repayment schedules.

128 129
 Leverage the full potential of real- TYPES OF TECHNOLOGIES
automation to transform services

REAL-AUTOMATION TECHNOLOGIES Artificial Computer

IoT Blockchain AR/ VR
Intelligence Vision
MOST RELEVANT TO GOVERNMENT SERVICES
The adoption in government services varies based on needs, priorities and resources of each Identity &
government entity. However, in general, the most relevant realautomation technologies have the Authentication
potential to transform services. Services

Social Welfare
Computer vision Services
Artificial intelligence
Enables machines to process visual data
Analyse data, learn patterns and make Taxation &
allowing them to recognise people, objects
decisions without human intervention. Revenue
and actions. Can be used in security and Management
Machine Learning, Deep Learning and
surveillance applications, such as facial
Natural Language Processing are some of
recognition and license plate recognition, to
the subfields of AI.
enhance public safety and law enforcement. Licensing &
Permitting

TYPES OF SERVICES
Widely used in government services for
data analysis, decision-making, pattern
recognition and predictive analytics. Education
Blockchain & Student
Services
Improve transparency, security, and
efficiency in various government services,
Healthcare &
such as land registration, voting, supply chain Public Health
Internet of things management, and identity verification. Services

Be integrated into smart city infrastructure Public

to enable real-time monitoring and control Safety & Law
Enforcement
of traffic, public utilities, and other public AR/ VR
services. IoT can also help in disaster
management, environmental monitoring, Transform various aspects of government Transportation
and energy management. services by providing immersive, interactive & Infrastructure
Services
and engaging experiences.

Environmental
& Conservation
Services

Administrative
& Citizen
Services

130 131
 Identify key requirements to enable
real-automation

Successful real-automation adoption requires a set of foundational elements related to government,

people and technology

GOV ERN MENT P EO P L E

Governance Policy and regulatory Collaboration and Leadership buy-in and Collaborative and Team with the right
framework partnerships vision entrepreneurial mindset capabilities
clear governance model
(e.g. data) with stakeholders Alignment with relevant across entities, as well as with Strong leadership with top- Cross-entity alignment and Task force to drive the
involved. policies and regulations. private sector partners, down sponsorship to drive collaboration (e.g., data strategy and roadmap under
academia, and others. adoption and maturity. sharing culture) leadership
Clear vision and strategy, Culture that believes in failing Specific roles, responsibilities
aligned with the broader fast, putting fear aside and and skills development
government’s strategy, experimenting. at different levels (e..g,
coupled with an action trainings, pod team per use
plan (e.g., real-automation case combining functional/
roadmap) that includes goals industry and technical
and milestones dependent on competencies).
T E CH N O L O GY the budget. EXAMPLE
Change management Governments around the world are taking action to increase the skills
Data management and IT infrastructure and Performance monitoring strategy (e.g., support to of their public workforce
analytics technology and evaluation reskill and upskill employees).

Efficient collection, storage, Modern infrastructure and Framework to track projects

Institute for Public Management AI workshops open to public
organisation, integration tools required to ingest and and refine them as needed.
and Economic Development officers and, in particular, middle
and use of data (e.g., process data (e.g., cloud (IGPDE), offers training courses and senior managers, to increase
quality, privacy & security, computing coupled with (E.g., Artificial intelligence, data digital literacy and provide
accessibility, interoperability) robust cybersecurity). science: New economic challenges) foundational knowledge about the
Data gaps management (e.g., to equip public servants with potential of AI for public work and
external third parties, proxies, basic knowledge about AI and its public organisations.
opportunities and challenges.
synthetic data development).

132 133
 Preempt top implementation
challenges that might arise

Some of the common pitfalls that typically inhibit the ability to quickly adopt and deploy real-
automation

Limited Data Data Talent Lack of Change

alignment gaps accessibility scarcity trust management
and quality
Lack of effective cross- Sourcing high quality High competition for the People’s concerns Resistance to change
entities collaborations, data and processing, Data silos, outdated right talent especially around bias, privacy and and legacy systems.
between functional / especially with limited systems and with private sector. accountability.
industry and technical data sharing culture. inconsistent quality. Push shift in mindset,
teams. Reskill and upskill Include transparency train new systems
Implement strategies Start by conducting government in the use of real- skills and adapt
Implement to fill data gaps (e.g., data assessment employees. automation. organisational
mechanisms to break partnership with and putting in place Leverage external structures and
silos and push for external parties). a data management partner capabilities. processes.
collaboration. strategy.

134 135
 Enforce safeguards and anticipate potential
risks associated with real-automation
Despite real-automation’s potential to unlock transformative services, governments will have to identify
and manage multiple risks that those new technologies pose to make sure their deployment is ethical
and human-centered

POTENTIAL EXAMPLE OF
RISKS
COUNTER-ACTION GOVERNMENT INITIATIVE
Implement data protection laws and GDPR (General Data Protection Regulation)
Privacy
regulations, limit data collection, manage provides strong protections for individual
The use of real-automation can potentially infringe on individual privacy rights,
accessibility and use anonymisation privacy and gives people more control over
leading to increased surveillance and potential misuse of personal information.
techniques where possible. their personal data

Security Ensure robust cybersecurity measures The U.S. Cybersecurity and Infrastructure
real-automation systems can be vulnerable to hacking or other security breaches, are implemented with regular updates. Security Agency (CISA) provides guidelines
potentially compromising sensitive data. Conduct audits frequently. and resources for improving cybersecurity

Biases The U.S. National Institute of Standards and

Use diverse and representative training
Algorithms may inadvertently incorporate and propagate biases present in the Technology (NIST) has developed standards
dataset, conduct bias audits.
training data, which would result in unfair treatment of certain groups. for measuring and mitigating bias in AI

4
Unemployment Upskill and reskill, knowing new jobs SkillsFuture initiative aims to provide
there is a risk of job loss as real-automation progresses and replaces some of the will emerge and the goal is to empower citizens with opportunities for lifelong
manual human effort. people to focus on higher value tasks. learning and skill development

5
Develop ethical guidelines, ensure
Ethical issues The UK’s Center for Data Ethics and
ethics are part of the development and
The implementation of real-automation may raise ethical concerns, Innovation provides guidance on the ethical
implementation processes (team with the
such as the appropriate use of technologies in decisions that impact people’s lives. right skills). use of AI and data-driven technology

6
France’s Institute of Public Administration and
Digital divide Ensure equitable access, provide Economic Development (IGPDE) provides training
The use of real-automation can potentially infringe on individual privacy rights, digital literacy training and design with courses on various topics. These courses aim to equip
leading to increased surveillance and potential misuse of personal information. public officials with essential knowledge about AI, its
accessibility in mind. opportunities, and challenges

7
Dependence Cultivate human skills and maintain a SkillsFuture initiative aims to provide
Over-reliance on real-automation systems may accelerate a loss in skills and balance between real-automation and citizens with opportunities for lifelong
expertise. human involvement. learning and skill development

136 137
 Glossary

138 139
 Glossary

Service Categories Branding: process of creating a distinctive identity and perception for a product, company, or individual
in the minds of customers, usually through strategic design, messaging, and positioning.
Informational Services: These services involve the transfer of information from the government
Chatbot: computer program designed to simulate conversation with human users, typically through
to the users. They can be initiated by the government, such as training programs or awareness
text or voice interfaces, to provide automated responses and assistance
campaigns, or in response to user requests.
ChatGPT: large language model developed by OpenAI that uses deep learning techniques to
Procedural Services: This type encompasses all forms of services that meet a user’s specific needs
generate human-like text responses based on given prompts or queries.
and involve transactional processes, such as issuing a birth certificate.
Computer Vision: field of artificial intelligence and computer science that focuses on enabling
Commercial Services: This category includes services provided with the purpose of generating
computers to interpret and understand visual information from images or videos.
revenue for the government, such as selling geological maps or national statistics etc.
Data Analytics: process of examining and interpreting data to uncover meaningful patterns, insights,
Social Services: This group includes services offered by the government to enhance the well-being
and trends that can inform decision-making and improve business outcomes.
of society or a specific group within it, such as healthcare services.
Digital Authentication: process of verifying the identity of individuals or entities in digital systems,
Regulatory Services: This category includes all services that users are required to comply with,
often using passwords, biometrics, or cryptographic methods.
such as regular inspection processes.
Digital Enabler: Technologies, tools, or systems that empower and enable digital transformation
within organisations by enhancing productivity, efficiency, and innovation.
A/B testing: A method that compares two versions to determine which performs better by dividing a
sample audience into two groups and analysing results. Digital Identity: representation of an individual or entity’s unique digital characteristics, including
personal information, credentials, and attributes, used for identification and access to digital services.
Adaptive learning: A method that compares two versions to determine which performs better by
dividing a sample audience into two groups and analysing results. Digital Proficiency: ability to effectively and confidently use digital technologies and tools to perform
tasks, solve problems, and communicate in a digital environment.
Accessibility: Designing products, services, or environments that can be accessed and used by all
individuals, regardless of abilities, by removing barriers and ensuring inclusive access . Data repositories: Centralised storage systems or databases that securely store and manage data,
making it easily accessible for retrieval, analysis, and sharing
Agile: A flexible project management approach emphasising collaboration, iterative progress, and
adaptive planning, allowing for quick responses to change throughout the project lifecycle. Digital Signature: cryptographic mechanism that provides authentication, integrity, and non-
repudiation of digital documents or messages, confirming the identity of the sender and ensuring the
Application Programming Interface (API): set of rules and protocols that allows different software integrity of the content.
applications to communicate and interact with each other.
Digital Stamp: electronic mark or certification applied to digital documents or transactions to indicate
Artificial Intelligence (AI): simulation of human intelligence in machines, enabling them to perform authenticity, integrity, or compliance with certain standards or regulations.
tasks that typically require human intelligence, such as problem-solving, learning, and decision-making.
Digital Wallet: software application or device that securely stores digital payment credentials, such as
Augmented Reality (AR): technology that superimposes digital information, such as images or data, credit cards or cryptocurrencies, allowing users to make electronic transactions conveniently.
onto the real world, enhancing the user’s perception and interaction with their environment.
Interactive Voice Response (IVR): telephony technology that allows callers to interact with a
Blockchain: decentralised and distributed digital ledger that records transactions across multiple computerised voice system using voice or keypad inputs, commonly used for automated customer
computers, providing transparency, security, and immutability. service or routing calls.

140 141
Internet of Things (IoT): network of physical objects or devices embedded with sensors, software, Scope Creep: uncontrolled expansion or addition of features, requirements, or objectives in a project
and connectivity, enabling them to collect and exchange data, and interact with each other or the beyond its original scope, leading to timeline delays, cost overruns, and potential quality issues.
environment.
Search Engine Optimisation (SEO): practice of optimising a website or online content to improve its
Large Language Model (LLM): sophisticated AI model capable of processing and generating human- visibility and ranking in search engine results, increasing organic (non-paid) traffic and exposure.
like text, often trained on a vast amount of textual data to learn patterns and context.
Sensor: device that detects and measures physical or environmental input, such as light, temperature,
Low Code: software development approach that utilises visual interfaces and pre-built components to pressure, or motion, and converts it into electrical signals for further processing.
simplify and expedite application development, requiring minimal coding.
Service Quality Assurance: process of ensuring that services meet or exceed predefined quality
Machine Learning (ML): branch of artificial intelligence that focuses on developing algorithms and standards and customer expectations through monitoring, evaluation, and improvement initiatives.
models that allow computers to learn from data and improve performance on specific tasks without
being explicitly programmed. Service Level Agreement (SLA): contract or agreement that defines the expected level of service
quality, performance, and availability between a service provider and a customer.
Modular Design: breaking down a system or product into independent modules that can be combined
or modified easily for flexibility and scalability. Sign Language Processing (SLP): field of research and technology focused on analysing,
recognising, and synthesising sign language gestures or movements using computer vision and
Natural Language Processing (NLP): AI technology that enables computers to understand and machine learning techniques.
interact with human language through techniques like text analysis and voice recognition.
Smart City: city that leverages advanced technologies, data analytics, and Internet of Things (IoT)
Near-real time: information processing or communication that occurs with minimal delay, providing devices to enhance infrastructure, services, and sustainability, improving the quality of life for its
data or updates that are almost instantaneous. residents.

Government Product Lifecycle: stages a product goes through, from its inception and development Social Media: Online platforms and websites that enable users to create, share, and interact with
to its retirement or discontinuation, including design, production, marketing, and support. content and connect with others, facilitating communication and networking on a global scale.

G2C Services: are services provided by the government entity to individuals (such as citizens, Single Sign On (SSO): mechanism that allows users to access multiple applications or systems with a
residents, and tourists). single set of login credentials, improving convenience and security.

G2B Services: are services provided by the government entity to companies, institutions, business Usability: mechanism that allows users to access multiple applications or systems with a single set of
owners, and professionals. login credentials, improving convenience and security.

G2G Services: are services provided by the government entity to other government entities, whether User Experience (UX): overall experience and perception of a user when interacting with a product,
they are federal or local. system, or service, encompassing factors such as usability, aesthetics, and emotional satisfaction.

Product-Market fit: alignment between a product’s features, benefits, and value proposition with the User Stories: Short, narrative descriptions of specific user interactions or requirements that
needs and preferences of a specific target market, indicating the product’s suitability and potential capture the essence of a user’s goals, needs, and expected outcomes, often used in agile software
success. development.

Roadmap: visual representation or plan that outlines the strategic direction, goals, and major Value Stream Mapping: A visual representation and analysis of the steps, activities, and flow of
milestones of a project or product development, guiding decision-making and providing a timeline for materials or information required to deliver a product or service, aiming to identify areas of waste,
implementation. inefficiency, and improvement opportunities.

Robotic Process Automation (RPA): use of software robots or bots to automate repetitive, rule- Virtual Reality (VR): Simulated computer-generated environment for immersive experiences.
based tasks and processes typically performed by humans, increasing efficiency and reducing errors.
Waterfall: Sequential project management approach with linear phases.
Release Management: process of planning, scheduling, and coordinating the deployment and release
of software or product updates, ensuring smooth transitions and minimising disruptions. World Wide Web Consortium: International organisation developing web standards.

142 143
 About
Emirates Government Service
Excellence Program (EGSEP)

144 145
 Our strategic priorities

Enhance the quality of life and Build trust between

the wellbeing of our society government and society

Our vision

To become the global leader in Ensure the sustainability of Enhance global

government services competitiveness
delivering exceptional services as a
government

146 147
 For comments and inquiries
please contact us on:

[email protected]

+971 50 555 2021

www.egsep.ae

@egsep

@egsep

148 149