Key takeaways from Morten Meyerhoff Nielsen’s keynote on user-centric public sector digital transformation

Morten Meyerhoff Nielsen on stage.

Dr. Morten Meyerhoff Nielsen, a global expert in digital transformation of government, delivered an insightful keynote at the User Needs First International Conference in Amsterdam, April 2025. With experience ranging from being the head of section for the Danish Dutch “borger.dk” portal to his current role at the UN University Operating Unit on Policy-Driven Electronic Governance (UNU-EGOV), Morten shared valuable insights on how to truly put users first in the public sector.

Morten kicked off by emphasizing the global need to focus on user-friendliness in public service delivery, a topic linked to UNU’s self-funded research on service design standards and governance models. He highlighted that usability is qualitative – it’s about how well an end user achieves their goal in a specific context. We don’t read online; we scan and click, often in an F-pattern, with the pace being the main differentiator between users.

Usability in practice

Morten explained what usability actually means, drawing on definitions from the Interaction Design Foundation and usability pioneer Jacob Morten. At its core, usability measures how effectively, efficiently, and satisfactorily users can achieve their goals when interacting with digital services.

A crucial point Morten made is that public services don’t exist in isolation. Users don’t care which government agency is responsible; they simply want services to be fast and convenient. Therefore, service design must consider the entire user journey, including language, functionality, look and feel, and web accessibility. Good, intuitive design isn’t just about user experience; it saves money by reducing pain points and the subsequent need for second touchpoints and call center interactions.

Morten discussed two types of change: continuous improvement (fixing existing issues based on feedback) and innovation (completely rethinking and overhauling services). He pointed out that for too long, the public sector has hoped that simply making services available online (24/7 self-service) would be enough. The reality is, people often don’t use digital services because they are unaware of them or don’t understand what they are trying to achieve. Trust, in both the organization and the technology, also plays a significant role. Interestingly, in some parts of the world, trust in digital services is higher than in physical or call center channels, as a computer cannot ask for a bribe.

Key Takeaway 1: Focus on awareness, understanding, and trust to drive the uptake of digital services

Recent data from social security organsations presented by Morten revealed that perceived barriers to adoption have remained surprisingly consistent between 2021 and 2024. According to research (PDF), users of social security services (from parental leave, to rent support, unemployment benefits to pensions) still struggle with awareness of online options (30%), understanding how to use digital services (47%), and fundamental digital skills gaps (71%).

“Digital services are intended to improve access, quality, cost-efficiency, and governance,” Morten explained, “but the envisioned outcomes have often failed to materialize.” According to social security organisations surveyed globally, the most impactful skills for transforming public sector service portfolios are innovation and change management. Organizations must therefore cultivate these skills to truly become user-centric.

Key Takeaway 2: Web accessibility is a fundamental requirement, not a luxury

Web accessibility is not an afterthought; it’s the foundation of good usability and ensures inclusion and equitable access for everyone, including people with disabilities, those with temporary impairments, and the elderly. Morten stressed that the is no evidence of the cost of W3C (WCAG AA) compliance is not high if it is incorporated from the start, but cost will be substantial when retrofitted.

Key Takeaway 3: Good usability makes financial sense and improves citizen satisfaction, which is politically beneficial

Morten presented a compelling “intervention logic”: driving volume to a channel through channel strategies and marketing incentivizes investment in its design. However, poor design leads to requests for assistance, eroding both reputation of the service provider and the envisaged productivity gains and cost savings. This logic was the deciding factor for the Danish Ministry of Finance to push for increased public investment to ensure minimum usability standards for all levels of government.

He made a compelling business case for usability, presenting an intervention logic model that illustrates how user-friendliness drives service volume and return on investment. Well-designed services create a virtuous cycle: better experiences lead to higher usage, which justifies further investment in quality improvements.

Key Takeaway 4: True innovation requires looking beyond process improvements and challenging existing legal frameworks

He highlighted the challenge of fragmented channel strategies across different government organizations and even departments within a single organization. Unlike online banking or shopping, citizens interact with government infrequently, making each interaction feel new. This necessitates consistent and user-friendly experiences across all touchpoints.

The ideal for public sector service delivery lies in the “4 Ps”: preventive, predictive, personalized, and proactive services. However, achieving this requires a willingness to re-evaluate the legal and regulatory framework, which often defines the scope and delivery of public services.

Key Takeaway 5: Simple, clear language and intuitive design are crucial for user adoption and satisfaction

Morten emphasized several areas for improvement:

  • Improved Communication: Make sure people know about available services.
  • Rethinking Service Design:
    • Language Use: Ban legal jargon and bureaucratic language. Use clear, action-oriented, short sentences.
    • Form and Functionality: Focus on recognition and intuition, especially for less tech-savvy users.
    • Consistency: Reduce the need for citizens to be “carrier pigeons” of information between government agencies. Explore pre-filling forms and streamlining processes.
    • Less is More: Prioritize essential information for users (like libraries, parks, permits) over organizational branding (like the mayor’s picture on every page).

Identity management is a key enabler for personalized and proactive services, allowing governments to securely access relevant information about users when they request services.

Key Takeaway 6: Mandatory and measurable usability criteria, linked to strategic objectives, have the most impact

Morten shared a comparative analysis of usability and service standards across 15 countries spanning 5 continents. The research revealed significant variations in approaches to:

  • Development processes
  • Language requirements
  • Visual design standards
  • Functionality specifications
  • Component reuse
  • Data sharing practices
  • Accessibility requirements
  • Compliance monitoring

Morten noted that countries like Denmark and the UK have implemented particularly robust approaches to compliance, resulting in better outcomes for online service usability and adoption.

Perhaps most intriguing was Morten’s assessment of different governance models for digital service standards. His research found that voluntary compliance leads to fragmented user experiences, while mandated models demonstrate better results across usability metrics and foster stronger intergovernmental collaboration – particularly in the short and medium term.

“Strong cross-governmental models seem to lead to better outcomes for usability, perceived quality, reuse of components, and implementation of the 4 Ps—preventive, predictive, proactive, and personalized services,” Morten observed.

Key Takeaway 7: Start with clear, mandatory guidelines and gradually move towards principle-based approaches as organizations mature. Foster collaboration across all levels of government

Morten offered several policy recommendations based on his research:

  • In the early stages, usability criteria need to be measurable to ensure both public sector and vendor understanding and compliance.
  • Over time, as organizations mature, guidelines can become more general design principles.
  • Linking design standards to strategic objectives (service quality, accessibility, cost savings) increases their impact.
  • Mandatory compliance leads to higher compliance levels than voluntary approaches.
  • A cross-governmental model, where different levels of government collaborate and support each other, yields better outcomes.
  • Proactively supporting “first movers” with design systems, tools, and advice is essential.

He cautioned against overly detailed and complex design standards, citing India’s initial 300-page documents as an example of something no one will read. Over time, many countries have shifted towards more mandated models due to the ineffectiveness of voluntary ones.

Morten also tracked how approaches to usability standards have evolved over time:

  • Highly detailed initial models often scale back over time.
  • Early adopters have generally simplified their guidelines over time, focusing more on outcomes than prescriptive rules as the understanding of usability and good design matures.
  • Countries with strong compliance models have maintained consistent approaches and progress over time.
  • Oversimplified initial frameworks tend to grow more complex with additional checklists and tools.

Conclusion

Morten concluded with actionable recommendations for governments looking to improve digital service usability:

  1. Establish clear governance structures with accountability for service usability.
  2. Foster cross-governmental collaboration to enhance compliance with standards.
  3. Engage both public and private stakeholders in the design process.
  4. Create feedback channels for continuous improvement.
  5. Consider lean compliance models that balance flexibility with consistent outcomes.

In conclusion, Morten Meyerhoff Morten’s keynote provided a wealth of practical advice and research-backed insights for anyone striving to create truly user-centered public services. The key message is clear: focus on the user journey, prioritize accessibility, communicate clearly, and don’t be afraid to challenge the status quo – both in processes and in legal frameworks. By making usability a strategic and administrative priority, governments can deliver better services, achieve cost savings, and ultimately better serve their citizens.

Throughout his presentation, Morten emphasized that legislation ultimately defines what services government can offer, but how those services are designed and delivered dramatically impacts user experience and adoption. By bridging the gap between users, designers, and decision-makers, governments can create digital services that truly meet citizen needs.

As digital transformation continues to reshape public service delivery worldwide, Morten’s comparative insights offer valuable guidance for governments at all stages of the journey toward user-centered design.