We will ensure the consumer perspective is included right from the start, so that we understand how people use the internet and digital services in their daily lives, what their expectations of digital public services are, and how willing they are to engage in developing new services.

Consumer Focus will provide a space in which the leading innovators of and commentators on digital services can come together with consumers to discuss the future context for delivering digital public services.  

A series of workshops early in the New Year will aim to identify ways to engage people in digital public service development. Feedback on this site will also inform these workshops.  Please sign up here if you’d like to participate, or just keep in touch with the campaign.

You can also send comments and ideas directly to liz.coll@consumerfocus.org.uk

1. Building a better future

• Let content be informed by what consumers would expect to see on a Government website, and what they will most value
• Make the whole digital service offering much more responsive and open to consumers’ ideas, comments and feedback
• Make sure any changes are moving in the same direction as developments in new practice and usage of the internet and digital technology
• Recognise the Government’s has a key role in supporting and enabling innovation

2. Improving the current service

• For a genuinely consumer-centred approach to drive reform, an urgent rethink is required of the Government’s existing approach to online public services
• Improve the do-it-online section by clarifying what is on offer, and provide a more consistent delivery of online services through to completion 
• Allow for services to be personalised around consumers, based on their preferences and location
• Reduce the volume of information, basing inclusion on consumers’ expectations, rather than trying to replicate other trusted sources
• Improve existing search and navigation facilities based on an understanding of the way people actually use the web

Directgov appears to have grown into the massive service it is today without a clear consumer-focused strategy. As described, the 2005 Cabinet Office report, Transformational Government: enabled by technology, set out a vision for transforming services through digital means, and addressing the challenges of joining up services, and making them personalised, efficient and effective.

The development of Directgov is closely tied to this strategy, but our conclusion is that more attention has been paid to joining up communication across services, and finding more cost effective ways of delivering services than to reaching a better understanding of consumers and developing provision around the needs of the individual. Consequently, the service is built around internal rationalisation processes, as opposed to clear, evidenced ideas about consumers’ interests and online expectations.

To some extent, the challenges faced by consumers using Directgov mirror the frustrations they face in the real world where public services can be fragmented and focused on processes and not people. Within the system policy and, thus, services are delivered in different ways by devolved administrations and local authorities. However, it is striking that while other public service aspirations (such as the Working Together: public services on your side report⁴⁴) fully grasp the principles of choice, responsiveness and engaging the public in the delivery of services, Directgov seems to be pulling in the opposite direction by offering a one-size-fits-all model where the internal infrastructure of information dictates what consumers can do. Directgov is also going against the tide of how consumers use the internet and other digital services to access services, build them around their preferences, and engage with other users.

We think it is now critical to start a debate on the Government’s online public service approach which would include an alternative proposition for Directgov, because:

• Although consumers’ opinions on Directgov’s current layout and opportunities are regularly tested, consumers’ needs are not being placed at the heart of the digital service
• Practice is moving fast and new innovations could help the consumers of public services
• The Digital Britain strategy plans a large-scale digital switchover of public services in 2012⁴⁵
• Expectations are growing and people will demand more from Government
• Increasing the ease of using Government services could help build a more positive experience of public services
• Building enthusiasm and usage for digital public services could make it easier to get people on board to participate in the other aspect of e-Government, participation and voting on policy and consultations

 
44. HM Government, Working Together: public services on your side, March 2009
45. BIS and DCMS, Digital Britain final report, June 2009