In today’s digital age, citizens expect more than just online access to government services—they want support that is timely, relevant, and seamlessly integrated into the key moments of their lives. Whether it’s starting a family, changing jobs, moving house, or coping with bereavement, these life events often require interaction with multiple government agencies. By designing digital services around these pivotal moments, governments have a unique opportunity to deliver more satisfying, efficient, and inclusive experiences for all Australians.
Recent research, including the comprehensive Publicis Sapient Digital Citizen Report, reveals a strong appetite for digital government services in Australia. Over 85% of Australians used an online government service in the past year, and satisfaction rates consistently exceed 90%. Importantly, 92% of citizens say they would use additional digital services if made available, with particular interest in areas like healthcare, taxation, and family support.
Life events are a major driver of this demand. Each year, around 60% of Australians experience a significant life event. New jobs and new homes are most common among younger generations, while bereavement and serious illness are more prevalent among older citizens. These moments often require navigating complex government processes—making them ideal candidates for streamlined, digital-first service delivery.
Despite high satisfaction and demand, significant gaps remain in awareness and accessibility of life-event-focused digital services:
These findings highlight the need for proactive outreach, intuitive service design, and targeted support to ensure that no one is left behind.
Effective life-event services require collaboration across government departments and agencies. By adopting human-centered and society-centered design principles, agencies can:
Governments are exploring several models to deliver life-event-centric services:
The New South Wales government, for example, has built digital journeys around eight key life events, from starting a family to end-of-life planning, setting a benchmark for other jurisdictions.
Not all citizens are ready or able to use digital services exclusively. Maintaining alternative channels—such as phone support, in-person assistance, and community outreach—ensures that everyone can access the help they need, especially during stressful life events.
Trust is foundational. Over half of Australians have concerns about data privacy and security, particularly following high-profile breaches. Transparent communication about how data is used, robust security protocols, and clear governance—especially around emerging technologies like AI—are essential to building confidence and encouraging adoption.
Australia’s digital government transformation is at a crossroads. The opportunity to deliver more accessible, efficient, and personalized services is immense—but only if governments continue to invest in:
At Publicis Sapient, we believe that digital transformation must be both ambitious and compassionate. By harnessing technology, data, and human-centered design, we can help government agencies deliver services that truly improve lives—at the moments that matter most.
Ready to build a more inclusive, life-event-centric digital future? Connect with our experts to explore how tailored digital journeys can deliver better outcomes for every Australian.