1.
CITIZEN EXPERIENCE
IN THE
DIGITAL AGE
SINGAPORE
JANUARY 2019
How being a Living Government
can address the needs of citizens
and society today and in the future
Copyright © 2019 Accenture. All rightsreserved.

2.
OUR RESEARCH SHOWS PUBLIC AGENCIES HAVE
CLEAR OPPORTUNITIESTO ENGAGE WITH
EMPATHY, PROACTIVELY EMPOWER CITIZENS AND
ORCHESTRATE SEAMLESS SERVICE EXPERIENCES.
EMPOWERENGAGE ORCHESTRATE
Copyright © 2019 Accenture. All rightsreserved.
2

3.
Living Government
Discover what is possiblefor
governments interacting with
citizens in the digital age.
Brilliant Basics
Captureobservable, measurableand
actionableinsights on how citizens are
interacting with public agencies,
highlighting areas where digital usability
can be enhanced.
WHY THIS
RESEARCH
3
3

4.
Source: Digitalgovernment: Greatexpectations untapped potential
OF CITIZENS
EXPECT85%
WE CALL THESE SHIFTING STANDARDS
LIQUID EXPECTATIONS.
THE SAME OR A HIGHER STANDARD
OF QUALITY FROM GOVERNMENT SERVICES AS
THEY DO FROM
COMMERCIAL ORGANISATIONS.
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5.
CITIZENS’ LIQUID
EXPECTATIONS
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CAN DIGITAL GOVERNMENTALONEADDRESS
GROWING CITIZEN DEMANDS?
We believe digital governmentservices are thewayforward,
but a government needs to go further.
Citizens aredigitalcustomers that areaccustomedto consuming delightful, relevantandseamless
experiences with brands thatstrivesto anticipatecustomers’goals and needs. Moreover,
citizens interactwith both the government agenciesand privateenterprisesto completeatask
such as purchasing a property, expecting thesamelevel ofservice throughout.
As customers’expectations escalateandevolvein thecommercial sphere,so too willtheir
expectations for how they engagewith thegovernment
across different touchpoints.

6.
FROM DIGITAL
GOVERNMENT
TO LIVING
GOVERNMENT
6

7.
WHY “LIVING GOVERNMENT”?
Citizens arealready beginningto expect that
government interactions will behyper-relevant to their
individual needs.
Governments must go beyond boltingon technology to
their agencies’existingsystems and processes.
We believe the solution isa Living Government
that empowers public agencies to deliver a truly
relevant, connected and seamless experience.
THIS MINDSET HELPS
GOVERNMENT LEAP
AHEAD INTO THE AGE OF
HYPER-RELEVANCE
7Copyright © 2019 Accenture. All rightsreserved.

8.
WHAT MAKES
YOU A LIVING GOVERNMENT?
DISPLAYS
VITALITY WITH
A CLEAR PURPOSE
RAISES SELF-AWARENESS
OF THE CITIZEN TO
HELP MAXIMISE
THEIR POTENTIAL
ATTAINS MEANINGFUL
SHARED OUTCOMES WITH CITIZENS
AND SOCIETY
AS A WHOLE
RESPONDS
IN A CONTINUUM
OF CHANGE
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9.
BUILD ENGAGEMENT
Develop adaptiveinteractionchannels for
prototyping,deliveringand scalinginnovative
experiences atspeed.
SCALEWITH PARTNERS
PursueGovernmentas a Platform(GaaP),a broader partner
ecosystemthatuses data,platforms and newtechnologies
to address largecomplex issues incollaboration with
citizens,
non-governmentorganisationsand businesses.
REWIRE CULTURE
Cultivatea citizen-focused mindset,eliminate
silos,and augmenttheworkforcewith skills
and newtechnologies.
UNLOCKNEW VALUEFORCITIZENS
Balancecoreand newinvestmentbased on
enhanced citizen insights,fuelling
continuous cycles of innovation.
*Note: This is from AccentureGlobal
Consulting Winning Ways –Living Business
DESIGN FORCITIZENS
Craftvalue-addingandhyper-relevant
services with individual citizens in mind,
adaptingto differentneeds andcontexts.
HOW DO WE REDEFINE GOVERNMENT
SERVICES TO FULFIL OR EXCEED CITIZENS’
LIQUID EXPECTATIONS?
LIVING BUSINESS
AS A BASELINE
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10.
A connected government responds to and embraces
innovation and new partnerships,
both as a collaborator as well as an orchestrator in an
open innovation paradigm.
An enabling government empowers citizens
to improve their human capital potential and
meaningfulness,workingwith individualsto address
their key needs and personal goals,tailored to their life
circumstances.
An anticipatory government demonstrates fluidity and
agility,continuously accommodatingcitizens’ever-
evolvingneeds and circumstances by developing
maximum-relevance products,services and experiences
based on citizen insights.
INTRODUCTION TO
LIVING GOVERNMENT
BREAKING IT DOWN:
THE CHARACTERISTICS OF
A LIVING GOVERNMENT
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11.
OUR
RESEARCH
THE PREREQUISITE
FOR A CITIZEN
EXPERIENCE IN
THE DIGITAL AGE
Living Government is becoming the newbenchmark
forcitizenexperiences inthe future.
It delivers anticipatory, enabling and ecosystem-based
citizen experiences.
These definitions are based on:
• Themes that emerge inAccenture’s global work
• Trends we have observed
• What we hear from citizens.
OBSERVABLE, ACTIONABLE
AND REPEATABLE
The Brilliant Basics framework is a customisedassessment forvarious
public services, includingtax authorities, immigrationandother
citizen services. The insights it delivers are groundedinevidence and
are actionable.
LIVING
GOVERNMENT
THE ART OF THE POSSIBLE
BRILLIANT
BASICS:
11
We deployeda mix of qualitative and
programmatic evaluations, comprising:
• Userinterviews
• Usabilityreviews conductedbyuserexperience
(UX) researchers
• Automatedtests to evaluate site speed,
readabilityandaccessibility.Copyright © 2019 Accenture. All rightsreserved.

12.
KEY THEMES
FROM THE
RESEARCH
EMPOWER
ENGAGE
ORCHESTRATE
12

13.
SINGAPORE’S CITIZENS ARE
WILLING TO GIVE ACCESS TO THEIR
PERSONAL DATA IN EXCHANGE
FOR IMPROVED SERVICES.
86%
of Singapore’s citizens want to
give government permission to
share their data across agencies
to enable better, more
convenient services.
Source: AccenturePublic ServiceSurvey Wave 1 –FY18
1 IN 2citizens expect more
personalised service as a
result of government
innovation.
Copyright © 2019 Accenture. All rightsreserved.
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ANTICIPATORY
GOVERNMENT
ENGAGING WITH EMPATHY

14.
As citizens’expectations evolve, so must
the experiences that government agencies deliver.
To be as relevantas possible,governments need to
acton insights derived from knowledge of the citizen,
and then decide on the best way to purposefully and
meaningfully engage with citizens in a way that
optimises societal outcomes.
Insights aboutthe
citizen held across
public agencies
Citizen’s interaction
with government
ANTICIPATORY
GOVERNMENTLENS
Societal outcomes that
public agencies are
looking to optimise
Moments in
citizen’s life
Unexpected
events
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14
ANTICIPATORY
GOVERNMENT
ENGAGING WITH EMPATHY

15.
SINGAPORE CITIZENS WANT THE
GOVERNMENT TO HELP THEM FEEL
MORE SECURE AS THEY PLAN FOR
THE FUTURE
~7 IN 10citizens seek guidance from the government on
various topics, including how to manage
healthcare costs in retirement, how change will
affect
them and how artificial intelligence
will improve their lives.
Source: AccenturePublic ServiceSurvey Wave 1 –FY18
ENABLING GOVERNMENT
EMPOWERING CITIZENS
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16.
Drawingon a person’s life circumstances,
goals andambitions, howcangovernment
agencies empowerthat individual to reach
theirhumancapital potential while also
pursuing the societal outcome the
government is looking to achieve?
Government as
an enabler
Citizens
Optimisethewell-being ofthe
citizen across key dimensions
Orchestratedacrossother public agencies andprivate companies (actors)
Individual
goalsand
ambitions
Public and private actors
Societal outcomes
that agencies are
looking to achieve
Legend:
Life moments
Saving for
retirement
HDB,
CPF
Building a
family
Having a
healthy
lifestyle
Staying
relevant
at work
Keeping a
roofover
your head
Course
providers
Food
vendors
SchoolsBanks
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16
ENABLING GOVERNMENT
EMPOWERING CITIZENS

17.
To increasedigital inclusion,conversational applicationscan increaseeaseof engagement for some socio-demographic segments by reducingthe
need to navigatea complex website or transactional portal.The ability to supportmulti -languageis a plus for somesenior citizens who may only be
conversantin dialects/non-English language.Another important valuedriver for conversation as a User Interfaceis that itreduces the wait time and
resources needed to respond to basic inquiries.¹
CONVERSATION AS A UI CAN BE GROUPED INTO 3 AREAS
INTELLIGENT ASSISTANCE
• Proactiveinteraction based
on data collected from a
variety of sources and habitual
monitoringof the owner
• Two-way communication
• Cognisantand intelligent
“Alexa, transfer $500 into my
mother’s CPF account”
INFORMATIVE RESPONSE
• Pre-programmed responses
followingverbal cues
• One-way feedback
• Purely informative
SERVICE PROVISION
• Pre-programmed interactions and
processingbased on verbal queues
• Two-way feedback
• Informativeand operational
“Alexa, what is myCPF
OrdinaryAccount balance?”
“Alexa, what option should I
select formyparenthood tax
rebate?”
BREAKING DOWN THE DIGITAL DIVIDE BY EMPOWERING
CITIZENS THROUGH CONVERSATION
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18.
SINGAPORE’S CITIZENS
WANT GOVERNMENT AGENCIES TO
COLLABORATE WITH THE PRIVATE
SECTOR AND INNOVATE MORE.
88%want government agencies
to work with the private
sector to develop more
innovative public services.
77%expect government
technology leaders and local
governments to innovate
more.
Source: AccenturePublic ServiceSurvey Wave 1 –FY18
CONNECTED GOVERNMENT
ORCHESTRATING SEAMLESS
EXPERIENCES
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19.
FOUR MODELS FOR
CONNECTED GOVERNMENT
CROWDSOURCING PLATFORM
An innovation-focused approach in which
governments collaboratewith citizens,
companies,other government
organisationsand non-government
players.
The nextfewslideswill lookattwoof these models:the
ecosystemplatform andthe peerplatform.
An“ecosystemgovernment”isthe foundationthatallows
governmentandnon-governmentorganisationstowork
togetheranddelivernext-generationpublicservices.Itisa
broadconceptthat encompassesmore thanone methodology.
It isalsoa holisticapproachinwhichthe publicsector
collaborateswithprivate sectorpartners,citizensandeven
robotsto create betteroutcomes.
WHOLE-OF-GOVERNMENT
PLATFORM
An approach thatfocuses on the role
of government as the centralised
serviceprovider.
PEER PLATFORM
A service-centric and vertically
integrated platformestablished by
two or more government entities.
ECOSYSTEM PLATFORM
An open and outcome-focused
platformin which government
collaborates or offers services jointly
with non-government players.
Copyright © 2019 Accenture. All rightsreserved.
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ORCHESTRATING SEAMLESS EXPERIENCES
CONNECTED GOVERNMENT

20.
THROUGH
PARTNERS
Citizens
OthersMerchantsBanks
Main government
agency
Other
agencies
Developers
Embedding
governmentin
everyday life
ECOSYSTEM PLATFORM
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Citizens
Government
agency
Other
government
agencies
OthersMerchantsBanks
Cross-service
connection
Subscription toservices
DIRECTTO CITIZENS
PEER PLATFORM
Citizens
Government
agency
Other
government
agencies
CROWDSOURCING
PLATFORM
ORCHESTRATING SEAMLESS EXPERIENCES
CONNECTED GOVERNMENT

21.
Our expert reviews look at key usability categories, developed according to typical user
journeys andUXcriteria that form the basis of gooddesktop and mobile experiences.
The results from our reviews highlight potential areas of improvement for government desktop
and mobile platforms. Our qualitative assessment accounts for the following heuristic
categories.
BRILLIANT BASICS:
OUR RESEARCH ON THE PREREQUISITE FOR A CITIZEN
EXPERIENCE IN THE DIGITAL AGE
Speed is an importantelement for delivering a good UXthat
encourages usersatisfactionandtrust.
Automated testing using Lighthouse
Editorialqualityandcontentaccuracy (links thatwork, correct
spelling and soon)affect how wellusers canengagewith and
comprehend information onthewebsite.
Automated testing using Siteimprove
SITE SPEED
READABILITY
Content on governmentwebsites must bedisplayed in a way
that is accessibletoa widerange ofusers, regardless ofability.
Automated testing using SiteimproveACCESSIBILITY
PROGRAMMATIC
EVALUATION
HEURISTICS
ASSESSMENT
80+ USABILITY HEURISTICS
SEARCHABILITY
EASEOF
NAVIGATION
MOBILE
INTERACTION
HELP AND
SUPPORT
SIMPLIFIED
FORM FILLING
CLEARER
CONTENT
Copyright © 2019 Accenture. All rightsreserved.
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22.
WE BELIEVE
IMPROVED
CITIZEN
EXPERIENCES
FUEL…
OUTCOMES
FOR CITIZENS
• Betterhealthoutcomesforcitizens
• Betterlifelong learninggoals
• Betterfinancialsecurityoutcomes
• A more optimistic outlook
OUTCOMES
FOR AGENCIES
• Increasedcompliance
• Increasedadvocacy
• Greater trust ingovernment
• Value capturedfrom preventive interventions
• Citizens achievingtheirhumancapitalpotential
Copyright © 2019 Accenture. All rightsreserved.
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