Focussed on process, not people

This chapter calls for a fresh debate on how best to develop an alternative approach to digital public services, starting with putting the user at the heart of all future revisions to Directgov.

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