Citizen Services
CLIENT
MINTIC, Colombian Government
INDUSTRY
Government
AGENCY
Usaria, 2019
OVERVIEW
At that time, the Colombian government managed approximately 42,000 procedures, but only two were available on the institutional portal, Gov.Co.
The Ministry of ICT had committed to digitizing these procedures and was in the process of developing a new platform for this purpose, which was about to undergo an expert usability evaluation.
MY ROL
As the lead for this project, I was responsible for managing and orchestrating the ResearchOps for fieldwork across 10 cities. I collaborated with a team of 8 UX Designers to plan and conduct one-on-one interviews and usability testing of the current platform with 180 residents from ten Colombian cities.
Our qualitative study aimed to validate potential improvements to the portal’s structure and better understand user needs and behaviors.
THE CHALLENGE
Our task was to evaluate the usability of the existing platform and understand the needs of Colombian citizens looking to complete procedures online. We needed to analyze a diverse mix of citizen segments, considering their technological adoption, life circumstances, and specific needs for interacting with the State.
Among these groups were single mothers, employees, independent workers, students, and minorities.
The goal was to design a user experience that aligned with their requirements and to gain insights into their behaviors, including how they interact with the government and the frequency of their transactions.
Business Value
Our study provided valuable insights that enabled the government team to better understand Colombian citizens in a digital context.
Our recommendations outlined specific actions to enhance the portal’s user experience and improve the efficiency of managing procedures. Implementing these suggestions could optimize the Gov.Co portal, streamline processes, and significantly increase citizen satisfaction.
ALL PROJECTS
Tec of Monterrey
Finkargo
Bancolombia
Bancolombia
KEY INSIGHTS AND SUGGESTIONS
The study uncovered key challenges faced by users of the government platform:
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Frequent Use by Single Mothers: Single mothers rely heavily on digital solutions for convenience.
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Low Civic Engagement: Limited awareness hinders participation in government processes.
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Tracking Difficulties: Users struggle to monitor the status of requests and complaints.
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Inefficient Processes: Slow and disorganized procedures frustrate users.
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Service Quality Issues: Some users reported negative experiences with public officials.
These findings highlight critical areas for improvement to enhance the user experience and meet citizens’ needs.
Centralized Civic Engagement
Consolidate initiatives on the Gov.Co portal for clarity and ease of access.
Clear Procedure Information
Provide detailed, consistent, and accessible information on costs, locations, and timelines.
Personalized Support
Prioritize human interactions over automated responses for better user satisfaction.
Efficient Digital Services
Streamline digital processes to ensure fast and agile procedures.
Official Training
Train public officials to improve empathy, responsiveness, and service quality during in-person interactions.