Across Government IT leadership these days, the high-level focus has definitively shifted to address the three new basic commodities of the Information Age: Mobile, Social and Cloud. The explosive growth of connected citizens, social networking, mobile web browsing and cloud storage availability has challenged Government agencies to fundamentally redefine and re-architect services that were previously unimaginable or even nonexistent.
The Federal Government, once belabored and disrupted by this past decade’s major innovations, is now making concerted efforts to establish standards for bringing its digital services in line with the best private sector services, with its establishment of the U.S. Digital Service. In their excellent Playbook for building successful digital services in Government, the USDS stringently emphasizes the need for agencies to consider the End User as the central element of any service, and to understand that “the needs of people — not constraints of government structures or silos — should drive technical and design decisions.”
In other words: since the major innovations of the last decade — Mobile, Social and Cloud — will be the commodities of the next decade, the new frontier for Government agencies is Experience.
In the private sector, we see disruptive technologies succeeding via a design-led experience. Startups like Über, Nest, AirBnB and Pinterest provide just a few examples of how a well-designed, user-centric experience not only add value to services — it becomes the *primary* value.
Graphic designers, imaging specialists, layout artists and multimedia personnel — once considered ancillary to the process of architecting services — have increasingly gained value as strategic decision makers, facing the front lines where user expectations and business requirements meet to determine the ultimate citizen experience.
Accordingly, Government leadership can foster successful citizen experience by adhering to another best practice from the private sector: fostering employee creativity.
For years, business leaders have focused on things like employee productivity, process efficiency and workforce planning as the key success drivers for their companies. But over the past few years, the mindset has shifted. Leading companies recognize the importance of another key success driver – the need to infuse creativity into all aspects of business – from strategy and culture, to innovation and customer engagement.
Adobe and Forrester recently conducted a study that found that creative companies – those that encourage creative perspective, practices, and culture – outperform in both revenue growth and market share. 58% of respondents from creative companies said their revenues have strong growth (10%+ year-over-year), vs. only 20% of less-creative firms. And creative companies are 50% more likely to report a commanding market leadership position over competitors.
For more information on the results of this study, and its impact for creating exceptional citizen experiences, check out this blog post from David Wadhwani, Adobe’s Senior Vice President of Digital Media, as well as this infographic Adobe will also be highlighting this study at the Adobe MAX Conference this coming October 6-8 in Los Angeles, CA. If you’re a Government employee or contractor, and you’re attending Adobe MAX this year, please join us for the Digital Government Reception on Sunday October 5th! See you there!