It takes two to tango

Digitale dienstverlening die

past bij de digitale

vaardigheden van burgers

10 juni 2013

Voorbeeld: “Ik ben werkloos, wat nu…?”

| 10-06-13

It takes two to tango

Digitale dienstverlening die niemand uitsluit:

Morten Meyerhoff Nielsen

Digitaal 2017: zijn burgers en overheid klaar voor?

PBQL, Den Haag, The Netherlands

10 June 2013

How does Denmark succeed?

Background information

What influences Denmark and borger.dk?

Users are online!

49% of 65-89 year old Danes are online every week 

84% of 16-89 year old Danes are online every week 

75% of 16-89 year old Danes have looked for information on government sites

in the last 12 months 

65% of 16-89 year olds Danes have submitted information or otherwise communicated

with the public sector online in the last 12 months

3.7 MILLION DANES HAVE ACTIVATED THEIR DIGITAL SIGNATURE NemID

1+ BILLION CITIZEN TRANSACTIONS WITH DIGITAL SIGNTAURE NemID SINCE INCEPTION (MID-2011)

1,49 1,56

0,670,30 0,60

1,34

1,41

2,313,79

3,87

4,24

0,00

0,50

1,00

1,50

2,00

2,50

3,00

3,50

4,00

4,50

5,00

5,50

6,00

Online service(automated)

Online service(manual)

Telephone Electronic post Post In person

Fixed costs in € (estimate) Variable cost in € (incl work hours)

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:

Source: KL, 2011. € 1 equal to DKK 7.44 on 30/11/2011

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 user-centric 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:

NATIONAL

LOCAL REGIONAL

• a joint government initiativ• funded by all levels of

government– 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 cross-

governmental board• a key player in

eGovernment Strategies

Borger.dk is:

Digital post

NemIDSSO MyPage Article import

Local content

Mobile

Maps

OPIS DB

Power of attorney

Address DB

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

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.

Local implementation• Implementation of self-service in four phases• Implementation of Digital Post• Implementation of a concept for help and support

Help and communication• Centralised co-ordination, devl. and communication: A concept for help and support; Mandatory digital communication towards citzens

Legislation, channel-strategy, communicationensure volume

User-friendliness underpin choice and volume

incentive to invest in eServices

eServices

volume of information

request

ROI

volume

Legislation, communication and user-friendliness

All roads lead to action

INFORMATION

DATA SELF-SERVICE

A popular place (visits per month)1.

332.

204

1.13

8.04

1

1.32

0.46

1

1.02

6.49

6

982.

065

981.

715

813.

166 99

2.54

2

928.

124 1.

221.

163

1.26

3.49

3

1.26

8.31

6

1.67

7.74

6

1.86

9.83

7

1.92

1.56

1

1.51

2.44

3

1.90

7.39

4

0

200.000

400.000

600.000

800.000

1.000.000

1.200.000

1.400.000

1.600.000

1.800.000

2.000.000

Jan Feb March April May June July Aug Sept Okt Nov Dec

2012 = 13.267.786 2013 till 31/5 = 8.888.981

73.9% think borger.dk radiates a positiv image

+

68.9% think that the quality of borger.dk content is high

+

79.2% think that borger.dk texts are written in a clear

and easy to understand language

Source: Din mening tæller! 1/7/2011 – 11/07/2012

17 most popular topics1. PENSION (26.149)

10. School and education (3.427)

2. HOME AND ADDRESS CHANGE (24.388)

3. ECONOMY, TAX, STUDENT LOANS (21.894)

4. FAMILY AND CHILDREN (18.112)

5. WORK, UNEMPLOYMENT BENEFITS, LEAVE (17.075)

6. Health (11.983)

7. Transport (10.993)

8. Society and rights (5.164)

9. For youth (4.530)

11. Senior cizens (3.034)

12. Police, courts, defence (2.073)

13. Money and insurance (1.961)

14. Environment and energy (1.959)

15. Foreigners in Denmark (1.693)

16. Danes abroad (1.587) 17. Handicap (1.457)

Popularity of topics vary and very seasonal

Source: Borger.dk statistics

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.digitaliser.dk/godselvbetjening

And what do we do to secure it?

- Screening of existing eServices

- Status reporting related to mandatory eServices

- Development guide for well-functioning eServices

- Information and advise to authorities and it-developers

- Re-vamped borger.dk

- Joint communication, it-skills development and it-assistance

Joint campaigns

• Multiple channelseg one-stop-shops, libaries, senior citizen centres, daycare, tv, web

• Multiple toolseg tv ad, fliers, posters, web-banners marketing pack for reuse

• Clear corporate identityie use of logo, common look-and-feel

• Targetedie channels, tools and style targeted to specific audiences

• On messageie what can you do on borger.dk what services are available

• Web - www.borger.dk• Campaign section -http://goo.gl/dcIV3• TV ad - http://goo.gl/JXDEk

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

34

65 64 66

57

80

93

61

79

98

41

87

97

90

80 80808080

9595909090

0

10

20

30

40

50

60

70

80

90

100S

ocia

l in

sura

nce c

ard

(D

K)

1.7

47 m

illio

n

EU

socia

l in

sura

nce c

ard

Change o

f addre

ss

1.0

91 m

illio

n

Daycare

0.5

67 m

illio

n

School

0.4

33 m

illio

n

Tert

iary

education o

pta

gels

e.d

k

Tax r

egis

tration (

exte

nded)

0.2

33 m

illio

n*

Socia

l in

sura

nce c

ard

(E

U)

0.2

13 m

illio

n

Stu

dent

loan r

epaym

ent

0.1

70 m

illio

n

Stu

dent

dis

count

card

Bik

e t

heft

0.1

22 m

illio

n

Book c

am

psite

Pay h

unting a

nd w

eaponslic

ence

% o

f to

tal

serv

ice v

olu

me

% currently digital 2015 goal %

Most popular services

Other popular services incl: Digital post, tax returns (simple), reporting of rodents.

NemID & DIGITAL POST – CITIZENS

19.59 million public sector NemID logins Jan-March 2013

22.7% of population have Digital Post

3.4+ million have e-Boks

4+ million digital letters to Digital Post Jan-March 2013

Source: www.digst.dk 27/05/2013

Personalisation and MyPage

For a tour of the borger.dk MyPage visit:

http://prezi.com/ib3e4w-00r1r/my-page-tour-proactive-personal-and-mobile/

• 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.

Some lessons learned

For further information

Morten Meyerhoff Nielsen

Mobil: +45 4078 7065Mail: meyer@digst.dkLinkedIn: mortenmeyerhoffTwitter: @mortenmeyerhoff

DigitaliseringsstyrelsenLandgreven 4, Postboks 21931017 København KDENMARK

Telefon: +45 3392 8000Mail: digst@digst.dkWeb: www.digst.dk og www.borger.dk