Accessibility in Digital Government Services: Lessons from Publicis Sapient’s Work with the Commonwealth of Pennsylvania
Transforming Access for All: The PA.gov Overhaul
In today’s digital-first world, government services must be accessible to every resident—regardless of ability, background, or circumstance. For the Commonwealth of Pennsylvania, this imperative became the driving force behind a sweeping transformation of PA.gov, the state’s public web presence. In partnership with Publicis Sapient, Pennsylvania embarked on a journey to reimagine how residents interact with government online, setting a new standard for accessibility, inclusivity, and resident-centric design.
From Agency-Centric to Resident-Centric: A New Model for Digital Government
Historically, government websites have been organized around agency structures, often requiring residents to navigate a maze of departments to find the services they need. The PA.gov transformation, led by the Governor’s Office and the Commonwealth Office of Digital Experience (CODE PA), flipped this paradigm. The new PA.gov is organized around life events—such as “experiencing a financial setback” or “relocating to a new town”—making it easier for residents to find relevant services, even if they don’t know which agency provides them. This resident-centric, life-event-driven approach is a cornerstone of inclusive digital government.
Embedding Accessibility from the Ground Up
Accessibility was not an afterthought in the PA.gov overhaul—it was foundational. Publicis Sapient’s approach to accessibility is rooted in the belief that digital experiences should work for everyone, including people with disabilities who may use screen readers, keyboard navigation, or other assistive technologies. The transformation of PA.gov was guided by several key strategies:
1. Inclusive Design and User Research
- Resident Feedback Loops: Continuous engagement with Pennsylvania residents, including those with disabilities, ensured that the new design addressed real-world needs and barriers.
- Life-Event Mapping: Organizing content and services around significant life events reduced cognitive and administrative burdens, making navigation intuitive for all users.
2. Adherence to Accessibility Standards
- WCAG and Section 508 Compliance: The new PA.gov was built to meet or exceed the Web Content Accessibility Guidelines (WCAG) 2.0 Level AA and Section 508 requirements, ensuring compatibility with a wide range of assistive technologies.
- Accessible Content and Forms: All content, including forms and documents, was designed to be usable by screen readers and keyboard-only users, with clear language, descriptive links, and sufficient color contrast.
3. Technology and Platform Choices
- Unified, Scalable Environment: Leveraging Adobe Experience Cloud, including Adobe Experience Manager and Adobe Analytics, enabled the state to deliver consistent, accessible experiences across more than 60 agency websites.
- Personalization and Search: Residents can search for services based on their circumstances, not just agency names, further reducing barriers to access.
4. Governance and Continuous Improvement
- Accessibility Governance: Accessibility is embedded in the governance model, with regular reviews, feedback mechanisms, and ongoing training for digital teams.
- Cross-Discipline Training: Designers, developers, and content creators received training on accessibility best practices, ensuring that accessibility is considered at every stage of the project lifecycle.
Impact: A More Inclusive, Efficient, and Trustworthy Government
The transformation of PA.gov is more than a technical upgrade—it’s a shift in how government serves its people. By prioritizing accessibility and inclusive design, Pennsylvania is:
- Reducing Administrative Burden: Residents spend less time navigating bureaucracy and more time accessing the services they need.
- Expanding Access: People with disabilities, older adults, and those with limited digital skills can engage with government services independently and confidently.
- Building Trust: Transparent feedback processes and a commitment to continuous improvement foster greater trust between residents and their government.
- Driving Efficiency: Unified workflows and reusable content reduce duplication and enable agencies to focus on delivering value.
Lessons for Public Sector Leaders
The PA.gov transformation offers valuable lessons for public sector leaders and digital transformation professionals:
- Start with the Resident: Organize digital services around the real-life needs of residents, not agency silos.
- Embed Accessibility Early: Make accessibility a core requirement from the outset, not a compliance checkbox at the end.
- Invest in Training and Governance: Equip teams with the knowledge and frameworks to sustain accessibility over time.
- Leverage Scalable Technology: Use platforms that support consistent, accessible experiences across all digital touchpoints.
- Commit to Continuous Improvement: Accessibility is an ongoing journey—solicit feedback, measure impact, and iterate.
Publicis Sapient: A Partner in Inclusive Digital Transformation
Publicis Sapient’s work with the Commonwealth of Pennsylvania exemplifies its broader commitment to digital accessibility and inclusion. By combining deep expertise in strategy, design, engineering, and data, Publicis Sapient helps public sector organizations modernize their digital services, reduce barriers, and create meaningful impact for all residents. The PA.gov overhaul is a testament to what’s possible when accessibility and resident experience are placed at the heart of digital government.
Ready to make your government services more accessible and inclusive? Let’s connect and explore how Publicis Sapient can help you drive digital transformation that leaves no one behind.