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Digitale dienstverlening die niemand uitsluit: Morten Meyerhoff Nielsen Digitaal 2017: zijn burgers en overheid klaar voor? PBQL, Den Haag, The Netherlands 10 June 2013 How does Denmark succeed?
Background information What influences Denmark and borger.dk?
Users are online! 49% of 65-89 year old Danes are online every week 84% of 16-89 year old Danes are online every week 75% of 16-89 year old Danes have looked for information on government sites in the last 12 months 65% of 16-89 year olds Danes have submitted information or otherwise communicated with the public sector online in the last 12 months 3.7 MILLION DANES HAVE ACTIVATED THEIR DIGITAL SIGNATURE NemID 1+ BILLION CITIZEN TRANSACTIONS WITH DIGITAL SIGNTAURE NemID SINCE INCEPTION (MID-2011)
Danish studies show that: •85% of Danes (in 2007) want to serve themselves online, as long as the solutions are user-friendly •10-15% of the citizen service took place digitally (in 2010) •Studies also show that average € cost of service provision is: Source: KL, 2011. € 1 equal to DKK 7.44 on 30/11/2011
Potential and realisation Large untapped potential: •2 to 3.75 times cheaper to provide services online compared to other channels •discrepancy between supply and demand To realise this potential borger.dk: •mandatory, user-centric and personal digital communication •target users and optimise channel strategies •encourage user take-up by combining personal, relevant and current content, data and service •cross-governmantal cooperation, joint development and reuse of content, data and infrastructure
Reform and cost savings •C. € 400 million (off € 670 million) in annual savings through efficient digital communication with citizens and businesses •Focus on implementation and benefit realisation in central government, regions, and municipalities •Digital automated service delivery
Three key questions: •How can personalisation facilitate greater efficiency in public sector service provision? •How can personalised and user- centric public services increase citizen satisfaction? •How can we use ICT to achieve our objectives?
Background information What is borger.dk? What is the role of the portal?
Borger.dk is: NATIONAL LOCAL REGIONAL •a joint government initiativ •funded by all levels of government –40% national –20% regional –40% local •empowered with a budget of c. € 6.3 mil. •a business case of € 7.6 to € 14.9 mil. •directed by a cross- governmental board •a key player in eGovernment Strategies
Borger.dk is: Digital post NemID SSO MyPage Article import Local content Mobile Maps OPIS DB Power of attorney Address DB
A key enabler for (mandatory) online self-service
Towards mandatory digital service provision 2012201320142015 Areas in focusTax services •Citizen services •(9 services) •Municipal services •(Proposal of 29 services; 23 incl. in new law proposal) •Employment •Housing •Construction •Environment •Employment •Social services Examples of services •Moving •Student grants •Health card •EU health card •Moving abroad •Different social benefits •Name and address protection •Choosing a GP •Name and name change •Passport •Town planning and roads •Income support •Construction •Vehicle registration •Benefits pre- validation for senior citizens and disabled persons •Maternaty/ paternaty benefits •State pension
The good user experience How does Denmark and borger.dk support well-functioning, user-friendly content and selfs-service?
Digital communication: Initiatives and projects Legislation • Mandatory use of eGovernment services • Mandatory digital post Economy and analysis • Business case for the transformation proces Infrastructure • Operation of a central infrastructure • Power-of.attorney component” • Digital Post • Mobile digital signatures, etc. Local implementation • Implementation of self-service in four phases • Implementation of Digital Post • Implementation of a concept for help and support Help and communication • Centralised co-ordination, devl. and communication: A concept for help and support; Mandatory digital communication towards citzens
Legislation, channel- strategy, communication ensure volume User-friendliness underpin choice and volume incentive to invest in eServices volume of information request ROI volume Legislation, communication and user-friendliness
All roads lead to action INFORMATION DATA SELF- SERVICE
A popular place (visits per month) 73.9% think borger.dk radiates a positiv image + 68.9% think that the quality of borger.dk content is high + 79.2% think that borger.dk texts are written in a clear and easy to understand language Source: Din mening tæller! 1/7/2011 – 11/07/2012
17 most popular topics 1. PENSION (26.149) 10. School and education (3.427) 2. HOME AND ADDRESS CHANGE (24.388) 3. ECONOMY, TAX, STUDENT LOANS (21.894) 4. FAMILY AND CHILDREN (18.112) 5. WORK, UNEMPLOYMENT BENEFITS, LEAVE (17.075) 6. Health (11.983) 7. Transport (10.993) 8. Society and rights (5.164) 9. For youth (4.530) 11. Senior cizens (3.034) 12. Police, courts, defence(2.073) 13. Money and insurance (1.961) 14. Environment and energy (1.959) 15. Foreigners in Denmark (1.693) 16. Danes abroad (1.587)17. Handicap (1.457) Popularity of topics vary and very seasonal Source: Borger.dk statistics
Well-functioning and user-friendly eServices Requirements incl.: -Short and precise formulations – no thanks to ”burocrathic language” -Logic and intuitive, graphical design -Access to help -Summary of all entered data before submission -Functions in major browsers -Receipt -Reuse of data and components -WCAG 2.0 AA http://arkitekturguiden.digi taliser.dk/godselvbetjening And what do we do to secure it? -Sc reening of existing eServices -Status reporting related to mandatory eServices -Development guide for well- functioning eServices -Information and advise to authorities and it-developers -Re-vamped borger.dk -Joint communication, it-skills development and it-assistance
Joint campaigns •Multiple channels eg one-stop-shops, libaries, senior citizen centres, daycare, tv, web •Multiple tools eg tv ad, fliers, posters, web-banners marketing pack for reuse •Clear corporate identity ie use of logo, common look-and-feel •Targeted ie channels, tools and style targeted to specific audiences •On message ie what can you do on borger.dk what services are available • Web - www.borger.dk • Campaign section -http://goo.gl/dcIV3 • TV ad - http://goo.gl/JXDEk
Supporting those who can’t •166,000 senior citizens online since 2010 •About 350,000 who need help •An assistance plan – mainly seniors and youngsters •Help when showing-up in person + calling on the phone •Special needs services •Competency development •Better eService solutions •13 September 2012 – Seniorsurf… •Positive support from the disabled •Important co-operation with organisations representing the elderly population
Most popular services Other popular services incl: Digital post, tax returns (simple), reporting of rodents. NemID & DIGITAL POST – CITIZENS 19.59 million public sector NemID logins Jan-March 2013 22.7% of population have Digital Post 3.4+ million have e-Boks 4+ million digital letters to Digital Post Jan-March 2013 Source: www.digst.dk 27/05/2013
XHTML-service Portal-AddIn Link-service iFrame-service Mobil-service Mobile borger.dk and My Page TWO channels, but THREE platforms
MyPage The vision – from MyPage to mobile ONE solution TWO channels
Personalisation and MyPage For a tour of the borger.dk MyPage visit: http://prezi.com/ib3e4w-00r1r/my-page-tour-proactive- personal-and-mobile/
•Reherse and repeat the storyline for digital transition: create trust! •Preparing the target audience: –Transformation from a physical to a digital reality –ICT competencies and social challenges –Understanding language and concepts (eg youth vs seniors) •Consolidating and giving citizens one entry: –The portals, user-centric and user-friendly design, personalisation and standardisation of eService design (recognisability) –The use of common public sector eGovernment components –Campaigns and collaboration across government levels and stakeholder groups –Consolidation of registers and core data etc. Some lessons learned
For further information Morten Meyerhoff Nielsen Mobil: +45 4078 7065 Mail: firstname.lastname@example.org LinkedIn: mortenmeyerhoff Twitter: @mortenmeyerhoff Digitaliseringsstyrelsen Landgreven 4, Postboks 2193 1017 København K DENMARK Telefon: +45 3392 8000 Mail: email@example.com Web: www.digst.dk og www.borger.dk