1.
MyGov Social
Citizen Centric service
Miquel Estapé
Open Government of Catalonia

2.
The Challenges
• Data is the new oil of the 21st century
• Governments have a huge amount of citizen information
but they are not taking advantage of it to provide better
services.
• New generations expectations are much higher
than in the past
• Some of the demands are to improve customization,
proactivity, usability, trust and cross-government
approach.
• Public services are usually developed to meet the
administration interests
• Governments must use co-design methodologies
putting citizens at the center when designing the
services so that they fulfill the citizen needs and
expectancies

3.
Citizen Centric strategy
Satisfaction surveys
User ideas
Online
Challenges
Co-design
workshops
Behavior
analysis
Data science

4.
Ideal
Government
services
• Simple
• Cross-cutting
• Customized
• Proactive
• Omni channel
• Trustworthy
• Focused on life
events
···

5.
What data do
Governments
hold about me ?
What are the
status of my
procedures?
What are
Governments
doing with my
personal data ?
What can
Governments
do for me?
Citizen’s questions

6.
MyGov challenge
How might Governments provide a
customized, proactive and trustworthy
relationship to Citizens using their personal data?

7.
Legal
evaluation
Data
science
analysis
Research
Co-design
Prototype
Validation
with end
users
Process

8.
The process
Legal evaluation:
• It is possible to conduct data science
analysis according to GDPR, if we
anonymize the personal data
Data science analysis conclusions:
• Little data: AOC holds a large amount of
public records but only a small fraction of
them is relevant to define citizen profiles
• The area that AOC holds larger and most
relevant data is “citizens with social
needs”. They are our early adopters.
• Mobile-first: citizen with social demands
do not have a broadband internet
connection and a PC at home, but most of
them have a smartphone. So, we decided
to make MyGov, a mobile-first solution.
Research:
• we conducted an extensive research in
the public and the private sector, inspired
by some solutions in the banking industry.
Co-design activities:
• An online open innovation challenge with
public employees to manage collective
creativity.
• A design thinking workshop with public
employees.
• Several co-design workshops with citizens
to define archetypes and identify their
expectations by using design thinking
techniques. We also identified the citizen
journey using ethnographic
methodologies; and co-created the main
functionalities of the solution.
Prototype:
• we developed a minimum viable product
to be tested by the users.
Validation with end users:
• we made new iterative versions of the
prototype according to the feedback and
validation of the end users.

9.
Citizen profile: example (preliminary analysis)

10.
Citizen profile: example (preliminary analysis)

11.
Citizen profile: example (preliminary analysis)

12.
Conclusions
• Little data
• Early adopters:
Citizens with
Social needs
• MyGov Social
Mobile First

13.
MyGov Social
Develop a solution that provides a customized, proactive and
trustworthy relationship to citizens with social demands using their
personal data and mobile first

14.
Citizens don’t go to
Government websites
The Government sends to
your mobile phone proactive
custom recommendations

15.
Citizens authenticates to
access MyGov using a
mobile 2FA mechanism

16.
Citizens access the custom
recommendations for them
and at that time

17.
Citizens can review the
recommendations and
submit the form

18.
Citizens can have a quick
look at all their activity with
all Governments

19.
Citizens can check their
personal data in
Governments registers

20.
Citizens can review the status
of all their procedures and all
the queries done by
Governments about their
data

21.
Benefits for
Citizens
•Empowerment and
increased
confidence
•Increased
satisfaction
•Savings of
time/costs
•Less stress: they
know all the
entitled benefits

22.
Benefits for
Government
• Better valuation
by citizens
• Services provided
to citizens in need
• Savings in
time/costs
• Increased
satisfaction of
public employees

23.
Ultimate goal: Making Life Easy for Citizens

24.
MyGov Social
Citizen Centric service
Miquel Estapé
Open Government of Catalonia