User experience last obstacle to the digitization of public services

A third of French people have given up carrying out online procedures in 2021. The main reason for this abandonment? Lack of consideration of user experience.

According to a recent study published by INSEE, a third of French people gave up carrying out online procedures in 2021. The main reason for this abandonment? The lack of consideration of user experience in the design of administrative platforms.

When user journey rhymes with obstacle course

While 67% of adults residing in France carried out an administrative procedure online in 2021 – twice as many as 10 years ago – many of them encounter difficulties, or even give up due to a poor user experience. . A signal for the administrations, because these are all users who – due to the complexity or non-adaptability of the digital tools put in place – very often waive their rights: housing aid, other social aid, etc.

It’s a fact: the user experience – the UX – must now dictate the final stages of digital transformation for public services and businesses alike. The health crisis has obviously been a powerful accelerator for the digitization of public services and businesses, but above all that of user journeys. The American digital giants have also made it their strong point: Amazon, Facebook, Google… All of them offer solutions designed and focused on the user experience, which is both the driving force and the reason for their success.

More people and more technology: the “Human Interactive” approach

The digitization of the user journey is therefore an incredible opportunity: that of providing a 100% ”Human Interactive” experience to users, that is to say both ultra-technological and ultra-relational. Not taking this path is therefore running a huge risk: that of not succeeding in reconciling the human and the technology in order finally to persevere only in the second, and thus cause a dropout of certain less digitized populations or, conversely , “too” digitized and for whom the solutions put in place would not be up to standard. Indeed, one might think that seniors make up most of the third of French people who have given up online administrative procedures, but many young people under 30, i.e. those who have undertaken their first administrative procedures via France Connect, who were born with the digital transformation, have massively given up on online procedures.

This phenomenon is not without consequences for the administrations. They force them to put in place alternative solutions or even costly support measures: digital advisers, dedicated staff in social centres, recourse to private support solutions, etc. The digitization of administrative procedures thus generates costs instead of saving them and it distances citizens from public services instead of bringing them closer to them.

Examples of “Human Interactive” solutions already exist! The QR Code set up for the verification of Covid tests during the health crisis which we still use today perfectly combine digital – the QR Code – and human – for verification. Another example, perhaps more topical, is the process for applying for a power of attorney for the presidential and legislative elections: if most of the process is done online, the last step is human: identity verification at the police station. A verification step which, moreover, is already digitized in certain sectors such as banking and insurance thanks to digital identity verification solutions that rely on artificial intelligence.

Inventing a new user experience: the challenge of transforming public services

France has everything it needs to invent the new user experience made up of innovative “Human Interactive” solutions, serving the quality of its public services and the influence of its businesses. As long as it knows how to put the user experience, the human, at the heart of its approaches.

One thing is certain: there will be no turning back when it comes to technology adoption and digital transformation. The way to solve the problems linked to the rise of digital is not less technology but “better” technology: a more human, more relational, more intuitive technology. The challenge is to achieve an optimal level of integration of relational and technological aspects to improve the customer’s experience and journey and ensure a fluid approach between these two worlds: more user-oriented because more technological, more technological because more user oriented.

Putting people back at the heart of the user journey is the next challenge awaiting the digitization of public services so that no one is left behind.

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User experience last obstacle to the digitization of public services

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