Life-Event-Centric Digital Services: Designing Government Communications Around the Moments That Matter
In today’s digital era, 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, coping with bereavement, or navigating a health crisis, these life events often require interaction with multiple government agencies. By organizing digital communications and service delivery around these pivotal moments, governments can break down agency silos and deliver more satisfying, inclusive, and efficient experiences for all.
Why Life Events Matter in Digital Government
Life events are powerful drivers of citizen engagement with government. Research in Australia, for example, shows that over 85% of citizens used an online government service in the past year, with satisfaction rates consistently exceeding 90%. Yet, nearly half of those who experienced a significant life event did not use available digital services—often due to gaps in awareness, accessibility, or the complexity of navigating multiple agencies. These are the moments when citizens most need government to act as a unified, supportive partner.
The Case for Life-Event-Centric Service Design
A life-event-centric approach reimagines government from the citizen’s perspective, orchestrating services around real journeys rather than agency boundaries. This model is gaining traction globally, with Australia’s New South Wales government leading the way by building digital journeys around eight key life events, from starting a family to end-of-life planning. The benefits are clear:
- Improved Satisfaction: Citizens rate their experiences as more helpful and relevant when services are tailored to their life events.
- Greater Efficiency: Integrated journeys reduce duplication, streamline processes, and free up resources for more complex support needs.
- Enhanced Inclusion: Targeted outreach and accessible design help close the digital divide, ensuring that vulnerable groups—such as low-income households, Indigenous Australians, and older citizens—are not left behind.
Breaking Down Silos: The Power of Cross-Agency Collaboration
Delivering on the promise of life-event-centric services requires governments to move beyond traditional silos. This means:
- Integrated Service Delivery: Creating a single digital “shop front” where citizens can access multiple services related to a life event, regardless of which agency is responsible.
- End-to-End Integration: Establishing new agencies or teams focused on specific life events or citizen cohorts, responsible for both commissioning and delivering services.
- Cross-Agency Data Sharing: Enabling secure, privacy-conscious data sharing so agencies can anticipate needs and provide proactive support.
Australian examples, such as the NSW government’s digital journeys, demonstrate how cross-agency collaboration can set new benchmarks for integrated, citizen-centric service delivery. In the United States, rapid deployment of emergency rental assistance in North Carolina and the modernization of the LA Public Defender’s Office show how integrated digital platforms can deliver critical support at scale.
Best Practices for Life-Event-Centric Digital Services
- Human-Centric and Society-Centric Design
- Collaborate across departments to bring together a range of services at the moment they are needed most.
- Personalize support based on unique circumstances, reducing the need for citizens to repeat information or navigate multiple systems.
- Ensure accessibility for all, including those with disabilities, language barriers, or limited digital skills.
- Omnichannel and Assisted Digital Support
- Maintain alternative channels—such as phone support, in-person assistance, and community outreach—to ensure everyone can access the help they need, especially during stressful life events.
- Integrate digital and non-digital touchpoints for a seamless experience.
- Building Trust and Transparency
- Communicate clearly about how data is used, with robust security protocols and transparent governance—especially as AI and emerging technologies become more prevalent.
- Engage citizens in the design and governance of digital services to build confidence and encourage adoption.
- Investing in Inclusive Design and Accessibility
- Design services from the outset to be accessible to all, with content and functionality that meet the needs of people with disabilities, language barriers, or limited digital skills.
- Provide cross-discipline accessibility training to digital teams and include people with lived experience in the design process.
- Adopting a Product Mindset
- Organize multidisciplinary teams around life events, with end-to-end responsibility for continuous improvement.
- Use agile methodologies to iterate quickly, respond to feedback, and ensure services evolve with citizen needs.
Addressing Gaps in Awareness and Accessibility
Despite high satisfaction and demand, significant gaps remain:
- 32% of citizens report challenges in finding or being aware of relevant digital services during life events.
- The oldest Australians and those in regional or remote areas are most likely to be unaware of digital service offers.
- Lower-income households and the unemployed are less likely to engage with digital services, often due to barriers such as digital literacy, infrastructure gaps, or lack of trust.
To address these gaps, governments must invest in proactive outreach, intuitive service design, and targeted support. Expanding digital infrastructure and literacy programs, designing services around real-life journeys, and ensuring accessibility from the outset are essential steps.
Real-World Impact: Australian and Global Examples
- New South Wales, Australia: Digital journeys built around eight key life events, setting a benchmark for integrated, citizen-centric service delivery.
- North Carolina, USA: Emergency rental assistance delivered rapidly and transparently through a digital platform, demonstrating the power of cross-agency collaboration and user-focused design.
- LA Public Defender’s Office: Modernized case management system enabling real-time access and improved outcomes for thousands of clients, illustrating the benefits of integrated, data-driven service delivery.
The Path Forward
Life-event-centric digital services represent a transformative opportunity for governments to deliver on the promise of citizen-centricity. By organizing around the moments that matter, embracing cross-agency collaboration, and investing in inclusive, omnichannel support, governments can build more proactive, satisfying, and equitable experiences for all. The journey is ongoing, but the destination—a government that is capable, reliable, clear, efficient, empathetic, and holistic—is within reach.
Ready to build a more inclusive, life-event-centric digital future? Connect with Publicis Sapient’s experts to explore how tailored digital journeys can deliver better outcomes for every citizen.