It takes two to
tango
Digitale dienstverlening die
past bij de digitale
vaardigheden van burgers
10 juni 2013
Voorbeeld: “Ik ben werkloos, wat nu…?”
½ burgers is
‘internetvaardig’
Overheid
bouwt
infrastructuur
Burger
Overheids-
gebruikt het
weinig
diensten
‘onvolwassen’
It takes two to tango
|
10-0613
Digitale dienstverlening die
niemand uitsluit:
How does Denmark succeed?
Morten Meyerhoff Nielsen
Digitaal 2017: zijn burgers en overheid klaar voor?
PBQL, Den Haag, The Netherlands
10 June 2013
Background information
What influences Denmark and borger.dk?
Users are online!
84% of 16-89 year old Danes are online every week
65% of 16-89 year olds Danes have
submitted information or otherwise communicated
with the public sector online in the last 12 months
1+ BILLION CITIZEN TRANSACTIONS WITH DIGITAL
SIGNTAURE NemID SINCE INCEPTION (MID-2011)
75% of 16-89 year old Danes have
looked for information on government sites
in the last 12 months
3.7 MILLION DANES HAVE ACTIVATED
THEIR DIGITAL SIGNATURE NemID
49% of 65-89 year old Danes are online every week
Danish studies show that:
• 85% of Danes (in 2007) want to serve themselves online,
as long as the solutions are user-friendly
• 10-15% of the citizen service took place digitally (in 2010)
• Studies also show that average € cost of service
provision is:
6,00
5,50
5,00
4,50
4,00
3,50
4,24
3,00
3,87
2,50
1,41
2,00
3,79
2,31
1,50
1,00
1,49
1,56
0,50
1,34
0,67
0,00
Source:
Online service
KL,(automated)
2011. € 1 equal to
Online service
DKK (manual)
7.44 on 30/11/2011
Fixed costs in € (estimate)
Telephone
0,30
Electronic post
0,60
Post
In person
Variable cost in € (incl work hours)
Potential and realisation
Large untapped potential:
• 2 to 3.75 times cheaper to provide services online
compared to other channels
• discrepancy between supply and demand
To realise this potential borger.dk:
• mandatory, user-centric and personal digital
communication
• target users and optimise channel strategies
• encourage user take-up by combining personal,
relevant and current content, data and service
• cross-governmantal cooperation, joint development and
reuse of content, data and infrastructure
Benefit realisation a logical must
Three tracks addressing key
challenges
Reform and cost savings
• C. € 400 million (off € 670 million) in
annual savings through efficient digital
communication with citizens and
businesses
• Focus on implementation and benefit
realisation in central government, regions,
and municipalities
• Digital automated service delivery
Three key questions:
• How can personalisation facilitate
greater efficiency in public sector
service provision?
• How can personalised and usercentric public services increase
citizen satisfaction?
• How can we use ICT to achieve our
objectives?
Background information
What is borger.dk?
What is the role of the portal?
Borger.dk is:
• a joint government initiativ
• funded by all levels of
government
–
–
–
NATIONAL
40% national
20% regional
40% local
• empowered with
a budget of
c. € 6.3 mil.
• a business case of
€ 7.6 to € 14.9 mil.
• directed by a crossgovernmental board
• a key player in
eGovernment
Strategies
LOCAL
REGIONAL
Borger.dk is:
Power of
attorney
Address DB
NemID
SSO
Mobile
Digital post
MyPage
Article import
Local content
OPIS DB
Maps
A key enabler for (mandatory)
online self-service
The good user experience
How does Denmark and borger.dk
support well-functioning, user-friendly
content and selfs-service?
Digital communication:
Initiatives and projects
Legislation
• Mandatory use of
eGovernment services
• Mandatory digital post
Local implementation
• Implementation of self-service in four phases
• Implementation of Digital Post
• Implementation of a concept for help and support
Economy and analysis
• Business case for the transformation proces
Infrastructure
• Operation of a central infrastructure
• Power-of.attorney component”
• Digital Post
• Mobile digital signatures, etc.
Help and
communication
• Centralised co-ordination,
devl. and communication:
A concept for help and
support;
Mandatory digital
communication towards
citzens
Legislation, communication and
user-friendliness
Legislation, channelstrategy, communication
ensure volume
volume
incentive
to invest in
eServices
ROI
eServices
volume
of information
request
User-friendliness
underpin choice
and volume
All roads lead to action
INFORMATION
DATA
SELFSERVICE
A popular place (visits per month)
1.268.316
1.263.493
1.221.163
June
928.124
May
992.542
April
600.000
813.166
1.677.746
1.869.837
981.715
800.000
982.065
1.000.000
1.138.041
1.200.000
1.332.204
1.400.000
1.026.496
1.600.000
1.320.461
1.800.000
1.512.443
1.907.394
1.921.561
2.000.000
400.000
200.000
0
Jan
2012 = 13.267.786
Feb
March
2013 till 31/5 = 8.888.981
July
Aug
Sept
Okt
Nov
Dec
17 most popular topics
11. Senior cizens (3.034)
1. PENSION (26.149)
12. Police, courts, defence
6. Health (11.983)
7. Transport (10.993)
(2.073)
8. Society and rights (5.164) 13. Money and insurance (1.961)
2. HOME AND ADDRESS CHANGE (24.388)
14. Environment and energy (1.959)
3. ECONOMY, TAX, STUDENT LOANS (21.894)
15. Foreigners in Denmark (1.693)
9. For youth (4.530)
4. FAMILY AND CHILDREN (18.112)
10. School and education (3.427)
16. Danes abroad (1.587)
17. Handicap (1.457)
5. WORK, UNEMPLOYMENT BENEFITS, LEAVE (17.075)
Well-functioning and user-friendly eServices
Requirements incl.:
- Short and precise
formulations – no thanks to
”burocrathic language”
- Logic and intuitive,
graphical design
- Access to help
- Summary of all entered
data before submission
- Functions in major browsers
- Receipt
- Reuse of data and
components
- WCAG 2.0 AA
http://arkitekturguiden.digi
taliser.dk/godselvbetjening
And what do we do to secure it?
-
Screening of existing eServices
-
Status reporting related to
mandatory eServices
-
Development guide for wellfunctioning eServices
-
Information and advise to
authorities and it-developers
-
Re-vamped borger.dk
-
Joint communication, it-skills
development and it-assistance
Joint campaigns
• Multiple channels
• Web - www.borger.dk
eg one-stop-shops, libaries, senior
• Campaign section -http://goo.gl/dcIV3
• TV ad - http://goo.gl/JXDEk
citizen centres, daycare, tv, web
• Multiple tools
eg tv ad, fliers, posters, web-banners marketing pack for
reuse
• Clear corporate identity
ie use of logo, common look-and-feel
• Targeted
ie channels, tools and style targeted to specific audiences
• On message
ie what can you do on borger.dk what services are available
Supporting those who can’t
• 166,000 senior citizens
online since 2010
• About 350,000 who need
help
• An assistance plan – mainly
seniors and youngsters
• Help when showing-up in
person + calling on the
phone
• Special needs services
• Competency development
• Better eService solutions
• 13 September 2012 –
Seniorsurf…
• Positive support from the
disabled
• Important co-operation with
organisations representing
the elderly population
% currently digital
98
90
80
79 80
80
40
Pay hunting and weaponslicence
93
Book campsite
50
Bike theft
0.122 million
64
80
Student discount card
80 80
Student loan repayment
0.170 million
90
Social insurance card (EU)
0.213 million
65
95
Tax registration (extended)
0.233 million*
95
Tertiary education optagelse.dk
90
School
0.433 million
30
90
Daycare
0.567 million
90
Change of address
1.091 million
60
EU social insurance card
Social insurance card (DK)
1.747 million
% of total service volume
Most popular services
100
97
87
70
80
66
57
61
41
34
20
10
0
2015 goal %
Other popular services incl: Digital post, tax returns (simple), reporting of rodents.
Personalisation and MyPage
For a tour of the borger.dk MyPage visit:
http://prezi.com/ib3e4w-00r1r/my-page-tour-proactivepersonal-and-mobile/
Some lessons learned
• Reherse and repeat the storyline for digital transition:
create trust!
• Preparing the target audience:
– Transformation from a physical to a digital reality
– ICT competencies and social challenges
– Understanding language and concepts (eg youth vs seniors)
• Consolidating and giving citizens one entry:
– The portals, user-centric and user-friendly design, personalisation
and standardisation of eService design (recognisability)
– The use of common public sector eGovernment components
– Campaigns and collaboration across government levels and
stakeholder groups
– Consolidation of registers and core data etc.
For further information
Morten Meyerhoff Nielsen
Mobil: +45 4078 7065
Mail: meyer@digst.dk
LinkedIn: mortenmeyerhoff
Twitter: @mortenmeyerhoff
Digitaliseringsstyrelsen
Landgreven 4, Postboks 2193
1017 København K
DENMARK
Telefon: +45 3392 8000
Mail: digst@digst.dk
Web: www.digst.dk og www.borger.dk