Delivering experiences that count

Adobe and The Government & Public Sector Practice pooled their knowledge and expertise to conduct this research. The research, executed by Kantar Public, captured the attitudes and experiences of digital public services of more than 7,000 citizens in seven countries to understand what drives a positive experience of online public services.

The research suggests that, unsurprisingly, citizens expect online public services to be highly functional, efficient and well-designed. More fundamentally however, they also want a positive citizen experience that comes from services tailored to their needs, and which promote a closer state-citizen relationship or dialogue.

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Research Context

Digital public services can provide significant cost efficiencies and improve a wide range of outcomes for service users across the public sector, provided they meet the evolving needs and expectations of citizens. But these needs and expectations are not always understood by government departments and agencies: to deliver the best possible digital experience, governments need to look beyond just functionality and focus more on understanding the citizens’ needs to provide tailored, personalised online experiences.

Listening to citizens about experience

To understand what drives citizen needs and influences their online experiences of government digital services, Adobe and The Government & Public Sector Practice pooled their knowledge and expertise to conduct this research. The research captured the attitudes and experiences of digital public services of more than 7,000 citizens in seven countries where Adobe is working with public sector organizations. A series of thorough qualitative and quantitative research was supplemented by social media analysis. 

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Defining Experience

The research indicates that a good experience of online public services is the sum of a holistic set of five dimensions:


At a time when trust in government is at an all-time low across many countries – and when spending on digital services is high – it is critical that governments look beyond functional efficiency and focus on the areas of online services that matter most to citizens in order to build trust, improve efficiencies, reduce costs, and ensure that the benefits of government services are more easily accessed.

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Why governments should read this research

While many governments have already taken steps on the long journey of total digital transformation, significant room remains for improvement.

The research tells us that the factors which will lead to improvement from the citizen’s perspective are those which recognize and value citizens as individuals, with their own preferences, needs and desires. From the government perspective, providing an enhanced online experience which focuses on relevance and relationship can produce invaluable outcomes.

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Delivering Experiences that Count
Global survey results and insights on digital citizen services

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