John Landwehr, a vice president and public sector chief technology officer at Adobe Systems (Nasdaq: ADBE), has said government agencies seeking to deliver the same type of user-centric experience that the private sector offers should personalize the digital experience and tailor it to the individual needs of citizens.
Landwehr wrote that in order to facilitate the delivery of digital services and information to citizens, agencies should make digital content “highly relevant” in order for users to immediately attain their desired outcomes through an agency’s website.
“The design of the digital experience matters, with visuals and content working in concert to provide optimal usability,” he said.
“With that context in mind, any transaction must also be accessible across all devices and to all users.”
Landwehr noted that agencies should improve their designs and content through analysis of users’ digital experiences.
He also called on agencies to ensure the security and privacy of citizens’ data and digital interactions with the government in order to establish trust and strengthen relationships with citizens.