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It takes two to tango | 10-06 13

Digitale dienstverlening die niemand uitsluit:

How does Denmark succeed?

Morten Meyerhoff Nielsen

Digitaal 2017: zijn burgers en overheid klaar voor?

PBQL, Den Haag, The Netherlands 10 June 2013

Background information

What influences Denmark and borger.dk?

Users are online!

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

65% of 16-89 year olds Danes have submitted information or otherwise communicated with the public sector online in the last 12 months 1+ BILLION CITIZEN TRANSACTIONS WITH DIGITAL SIGNTAURE NemID SINCE INCEPTION (MID-2011)

75% of 16-89 year old Danes have looked for information on government sites in the last 12 months

3.7 MILLION DANES HAVE ACTIVATED THEIR DIGITAL SIGNATURE NemID

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

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: 6,00 5,50 5,00 4,50 4,00 3,50 3,00 2,50 2,00 1,50 1,00 0,50 1,49 1,41 1,56 0,00 Online service Online service Source: KL, 2011. € 1 equal to DKK 7.44 on 30/11/2011 Fixed costs in € (estimate) 2,31 0,67 Telephone 3,79 3,87 4,24 1,34 0,30 Electronic post 0,60 Post In person Variable cost in € (incl work hours)

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:

• 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

LOCAL NATIONAL REGIONAL

Borger.dk is:

Address DB Power of attorney NemID SSO Mobile MyPage Digital post Article import Local content OPIS DB Maps

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

Local implementation

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

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.

Help and communication

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

Legislation, communication and user-friendliness

Legislation, channel strategy, communication ensure volume volume incentive to invest in eServices ROI volume of information request eServices User-friendliness underpin choice and volume

All roads lead to action

INFORMATION DATA SELF SERVICE

A popular place (visits per month)

2.000.000

1.800.000

1.600.000

1.400.000

1.200.000

1.000.000

800.000

600.000

400.000

200.000

0 Jan Feb March April May June July Aug Sept Okt Nov Dec 2012 = 13.267.786

2013 till 31/5 = 8.888.981

17 most popular topics

1. PENSION (26.149) 11. Senior cizens (3.034)

6. Health

(11.983)

(2.073)

7. Transport

(10.993)

12. Police, courts, defence

8. Society and rights

(5.164)

13. Money and insurance (1.961) 2. HOME AND ADDRESS CHANGE (24.388) 14. Environment and energy (1.959) 3. ECONOMY, TAX, STUDENT LOANS (21.894) 15. Foreigners in Denmark (1.693)

9. For youth

(4.530)

4. FAMILY AND CHILDREN (18.112)

10. School and education

(3.427)

16. Danes abroad (1.587) 17. Handicap (1.457) 5. WORK, UNEMPLOYMENT BENEFITS, LEAVE (17.075)

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.digi

taliser.dk/godselvbetjening And what do we do to secure it?

Sc reening 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 channels

eg one-stop-shops, libaries, senior citizen centres, daycare, tv, web

• Multiple tools • • •

Web - www.borger.dk

Campaign section -http://goo.gl/dcIV3 TV ad - http://goo.gl/JXDEk eg tv ad, fliers, posters, web-banners marketing pack for reuse

• Clear corporate identity

ie use of logo, common look-and-feel

• Targeted

ie channels, tools and style targeted to specific audiences

• On message

ie what can you do on borger.dk what services are available

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

40 30 20 10 0

Most popular services

100 95 95 90 93 90 90 90 80 80 80 80 79 80 70 66 60 65 64 61 57 50 34 98 41 90 87 80 97 80 % currently digital 2015 goal % Other popular services incl: Digital post, tax returns (simple), reporting of rodents.

Personalisation and MyPage

For a tour of the borger.dk MyPage visit: http://prezi.com/ib3e4w-00r1r/my-page-tour-proactive personal-and-mobile/

Some lessons learned

• 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.

For further information

Morten Meyerhoff Nielsen

Mobil: +45 4078 7065 Mail: [email protected]

LinkedIn: mortenmeyerhoff Twitter: @mortenmeyerhoff Digitaliseringsstyrelsen Landgreven 4, Postboks 2193 1017 København K DENMARK Telefon: +45 3392 8000 Mail: [email protected]

Web: www.digst.dk

og www.borger.dk