Putting citizens and businesses at the heart of public services

This post is part of our Delivering Public Safety Outcomes at Pace series.

A few standout digital services have changed what people expect from technology. Whether that’s Uber reducing the friction of booking a ride, Netflix recommending the next big Korean hit or Amazon recommending the must-have accessory to complement your last purchase, today’s digital world feels simple and intuitive.

Once people get used to that kind of experience, it quickly becomes the benchmark for everything else they use and public services are no exception.

For teams delivering vital services, that shift in expectation creates a difficult balance. Citizens and businesses want services that feel quick and easy to use. At the same time, public sector delivery sits alongside policy requirements, operational realities and tight budgets. According to Sarah Ward, Delivery Director at Made Tech, designing around user needs is not about ignoring those constraints, but is about navigating them carefully while still building something people will actually use.

User needs meet policy and operational reality

One of the biggest challenges is often cultural rather than technical. Many public sector organisations still carry the memory of large IT programmes that ran over budget or failed to deliver what they promised. Those experiences continue to shape how new services are approached today.

“Our customers are still scarred by decades of IT delivery challenges,” Sarah says. “They still struggle with the concept of a minimum viable product that is then iteratively delivered and improved.”

Launching something that is not yet fully complete can feel risky in that environment, particularly when funding cycles are structured around fixed annual budgets. Departments worry that if something launches unfinished, the money will disappear and they will be left with a half-built system. The key, however, is to consistently build and demonstrate the value creation that the product and service bring to citizens.

James West, Made Tech’s Industry Director for Public Safety, Security and Defence, believes part of the answer lies in rethinking how digital services are viewed in the first place. “Too often services are treated as large, one-off programmes rather than products that evolve,” he says. “The service design and the product you build are never finished. Ultimately, you’re balancing the needs of citizens, what the service users need and what government can actually afford. These decisions continuously change over time, and that is right.”

That balancing act is the inflection point where many of the real delivery decisions happen. Policy teams may define the outcome they want to achieve, but translating that into a service that works for real users requires constant adjustment. James argues that the traditional model, where policy defines the requirements and then hands them over to delivery teams, often creates friction.

“Policy do their bit, then they fence it over to delivery,” James says. “And there’s a constant to and fro between the two sides.”

For James, the answer is not more process but closer collaboration, with digital thinking embedded much earlier in policy design.

Why early delivery matters

Even when teams agree on the approach, releasing something early can feel uncomfortable. Sarah recalls one project where an organisation agreed to launch a new digital service even though it did not yet match every feature of the system it was replacing.

“I think trust is huge,” Sarah says. “That’s the only way we got through it.”

The decision was not universally popular. As feedback started coming in, stakeholders questioned whether the organisation had moved too quickly.

“They did wobble,” Sarah says. “They nearly rolled back because they didn’t like the negative feedback. This is where experience, guidance and trust with proven operators really come to the fore.”

But launching early also revealed something not highlighted during user research. Once users started interacting with the service, one request kept appearing in the feedback.

“One of the things users really valued was widgets on their phone,” Sarah explains. “That hadn’t come up in any of the research we’d done.”

Because the service had been released to a small group first, the team could respond quickly. The team built a simple widget over a short sprint cycle and released it before the full rollout.

“That’s the value of launching early,” Sarah says. “If we’d waited, we wouldn’t have known.”

For James, examples like this illustrate why approaching programmes differently enables success. “When projects become too big – or the delivery partner is too big – they slow down decision-making and make it harder to respond to what users actually need.

“Big doesn’t mean best,” James says. “Big usually means status quo.”

Adoption is the real test

Ultimately, the success of a service is not defined by the scale of the programme that created it. It is defined by whether people choose to use it.

That is why listening to users once a service launches is so important. On one project, Sarah and the delivery team received thousands of pieces of feedback from people using the service. The Data and Insights team was prepared and quickly grouped the feedback, which was used to prioritise improvements.

“We could say we’ve heard you,” Sarah explains. “Here are the top things people are asking for, and here’s when they’re coming.”

This kind of transparency helps build confidence while services continue to develop.

Process or impact?

For James, there is also a broader question about how the UK approaches digital delivery in government. James believes departments sometimes prioritise process and safety over impact.

“We are now in a world where the speed of technology change requires leaders to act with more entrepreneurial spirit in service delivery, while acknowledging regulation and guardrails to ensure public trust is maintained,” he says. “We need to operate as leaders, not managers, to create a thriving future.”

That cautious mindset can slow progress at a time when expectations continue to rise. According to James, other countries have moved faster by treating digital services as ongoing products rather than fixed projects. It is, however, fair to acknowledge that some countries cited as examples don’t have the same issues around legacy debt that we have in the UK.

He does, however, believe that effective progress is still possible if organisations focus on outcomes and impact. “Start smaller, build the minimum viable product, release it and learn from it,” he suggests. “You might get some things wrong, but the overall cost will be lower and the service will improve faster.”

For Sarah, the practical advice is straightforward. “Be clear about the outcome you want to achieve. Define what a minimum viable product looks like. And be honest about what will come later. 

“Don’t be afraid to go with a minimum viable product. You learn so much once people actually start using it.”

Designing services around user needs does not mean ignoring the realities of government. It means working within them while keeping the focus firmly on what matters most.

James concludes by providing a trio of key takeaways that will drive technology change and enable leaders to put citizens and businesses at the heart of public services:

1. Policy is Digital and Digital is Policy: the two areas need to align further for future success
2. Adopt a product thinking approach to service delivery
3. Accelerate delivery and bring users closer via fast sprints and feature releases

“This is about leadership. Be clear on the outcome, give teams the space to deliver and stay close to what users actually need. If you do that, everything else starts to fall into place naturally.”

Learn more about our public safety and defence expertise and how Made Tech can help your organisation.

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