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.

To understand what drives a positive experience of online public services, we worked with Adobe to conduct a major research programme with more than 7,000 citizens in seven countries.

Join The Government & Public Sector Practice and Adobe as we discuss the findings and their implications for future government communications, led by Guénaëlle Gault, Global Head of Digital at Kantar Public who conducted the research.