How do you set up a public service when the user is “the people”?

If we explicitly targeted people who struggle the most, we could design something that everyone could use, says the design team at

Civic tech is becoming a major industry sector of it’s own, with it’s own challenges and also it’s own set of best-practices and clever solutions. As more and more of the interaction between citizen and public services become digitized or digitally supported there is a need to look into the specific design challenges that arise when you can’t segment away the difficult users but instead have to bring the best possible customer journey to every citizen.

Take a look at this charming case study from the design team at and learn how they reason and use robust and simple techniques to design in a way that connects citizen to services.