Presentation given by Moldova at the Service Design and Delivery in a Digital Age - Academies for EaP countries organised by the SIGMA Programme and the GiZ Eastern Partnership Regional Fund. Topic 4: Gathering user insights and feedback.

1. MOLDOVA
Citizen
centricity
The main pillar in modernization
of government services

2. CITIZEN CENTRICITY –
THE MAIN PILLAR IN
MODERNIZATION OF GOVERNMENT
SERVICES
e-Governance Agency

3. The Project for Modernization of Government Services 2018-2023, contributes to the elimination of outdated
public services and ensures the consolidation of several services in order to increase their quality in line with
citizens’ expectations.
 Moldova ratified the Convention on the Rights of Persons with
Disabilities (UN CRPD) in September 2010
 The Law on Social Inclusion no. 60/2012
 Law no. 5-XVI on ensuring equal opportunities for women and men23
of 9 February 2006
Socially inclusive citizen engagement and a citizen-centric approach
for service delivery is mainstreamed throughout the project
components
The main objective of
the MGSP is to increase
access, efficiency, and
quality of the delivery of
government services and
one of the key elements
is the assessment of the
quality and accessibility
of services by
beneficiaries/citizens.
The e-Government process in Moldova started in 2006 with the approval of the e-
CITIZEN CENTRICITY

4. Administrative Service Modernization
 Business Process Reengineering
 Reform Management and Coordination
 Expanding Access Points for Central
Government E-Services
 Citizen Feedback and Outreach
Digital Platform and Services
 Digital Services
 Digital Platforms
 IT Management and Cyber Security
Administrative Service Modernization
ssupports improvements in Government
services processes to address excessive
administrative requirements, inefficiency of
public institutions, ineffective communication,
and other deficiencies, creating barriers for
citizens and businesses in accessing
Digital Platform and Services
supports the digitization of selected
reengineered administrative services,
complete and strengthen a common
infrastructure and mechanisms for rapid
deployment of ICT-enabled administrative
services, and introduce Government-wide IT
management and cyber security standards
and procedures
1
2
MGSP COMPONENTS

5. Service Delivery Model Implementation
 Institutional Capability Development
 Capacity Development
 Enhancing Performance in Service Delivery
MGSP COMPONENTS
Service Delivery Model Implementation
supports the alignment of institutional and staff
capabilities of key Government agencies with the
new citizen-centric model and digital administrative
service delivery arrangements, implemented under
Components 1 and 2
3

6. Previous efforts have left public administrations with problems of non-adoption or even rejection of public services,
so that citizens opted to use analog services instead of online services.
Describes the departure from digitization
efforts to a full stack revision of the
policies, processes and services in order
to create simpler user experiences for
citizens and frontline workers.
CITIZEN CENTRICITY

7. While previous waves of digitization focused on the transition from analog to (parallel) digital services to
increase efficiency and effectiveness of government services, digital transformation aims to redesign and
reengineer government services from the ground up to fulfill changing user needs.
At the center of
these efforts are
users.
CITIZEN CENTRICITY

8. WHY CITIZEN CENTRICITY?
Public institutions should be open, efficient and inclusive, offering
cross border, personalized, user-friendly and comprehensive digital
public services to all citizens.
The challenge of e-governance is not technological but rather a
challenge to use existing technologies to increase the capacities of
public service delivery by institutions, while contributing to improving
the quality of life of citizens' representatives by redefining the
relationship between them and governments.
The Inclusion and Access
Principle - aimes at developing e-
services so that they are
inclusive by design and respond
to specific needs such as those
of people with disabilities;
Any e-governance development
initiative should be based on a set
of principles:
• The Digital by default Principle
• The One-time Principle
• The Inclusion and Access
Principle
• The Openness and Transparency
Principle
• The Cross-border implicitly
Principle
• Interoperability Principle by
default
• The Trust and Security Principle

9. CO-DESIGN OF DIGITAL SERVICES WITH USERS
In co-design processes, user needs are extracted with the help of qualitative
interviews. Iteratively, a prototype is developed and tested in all phases of the
product development cycle that leads to a final service.
Digital transformation is the next wave of digital governance that introduces the full stack of
review and revisions of existing services, instead of simply digitizing analog services.
The co-creation is at the center of human-
centered design approach that focus on the
inclusion on user needs into the service design
process in order to deliver public value. In the
public sector, these co-design approaches are
currently implemented as part of the work that
digital service teams are delivering.

10. The main focus when planning public services is to look at the
service delivery though the eyes of the citizens (so that the needs
of the citizens come first) rather than operational or other
imperatives of the government system.
To have the desired impact it’s essential:
to gain a deep understanding of the people you will be
serving—not only what they need and desire, but what
limitations they face, what motivates them, and what’s
important to them.
How might we design new services engaging low-income
citizens?
CO-DESIGN OF DIGITAL SERVICES WITH USERS

11.  We`ve learnt directly from the people we’ve designed for as by deeply
understand their needs.
to achieve essential efficiency gains and
improve service delivery levels
to increase usage of online services,
thereby improve sustainability and
encourage investment in e-governance
to improve citizen satisfaction with
government services
at the larger extent to improve quality of
life
The needs:

12.  Scale of the importance: It shows about the importance given by citizens from 1 to 6 (‘1’ means least
important and ‘6’ means most important)
1. Gender - Male - Female
2. Age - Young (18-30 yrs.) - Middle-aged group (31-40 yrs.) - Aged
(> 40 years)
3. Income - Low income group - Middle income group - High
income group
4. Education - Low education group - Medium education group.
High education group
NATIONAL ANNUAL SURVEY- MEASURING CITIZEN SATISFACTION
 Categories and Groups of Citizens
The format of in-home interviews worked especially well for audience since it allowed a
wide range of individuals with diverse needs and circumstances to be surveyed.
QUANTITATIVE METHODS

13. CATI- COMPUTER ASSISTED TELEPHONE INTERVIEW
cost-effective and offers a large
proportion of a relevant audience a
chance to respond. it requires a low
level of commitment from respondents
and can provide very quick feedback
(especially online)
+
Identify natural break points in customer
satisfaction

14. FOCUS GROUPS
A key advantage of focus groups is that
they:
Engage participants
Take place face-to-
face
QUALITATIVE METHODS
Useful for creative discussion and new ideas,
relatively short timescales, well-suited to introducing
and gaining
Demanding of audience time and effort – and this is
especially the case when researching vulnerability;
relies on geographical respondent clusters;
respondents might not be prepared to discuss
personally sensitive subjects with others.
+
-

15.  In 2020 the Citizens Government Portal was launched, designed to provide citizens with an efficient
and modern mechanism for obtaining official information about themselves. The information is
obtained from the registers and information systems of data providers and delivered through a
single access point or a virtual cabinet referred to as “MCabinet”
From the perspective of the strategic e-government framework, Moldova has been the promoter of
providing user-centric online public services to both citizens and businesses.
The public service portal is the central
source for all citizens' services and
government information in general

16. CO-DESIGN AND CO-CREATE OF DIGITAL SERVICES WITH USERS
Creating meaningful solutions begins with gaining a deep understanding of
people’s needs.
 Consultation
Aa relation based on partnership with government, in
which citizens actively engage in the policy-making
process. It acknowledges a role for citizens in proposing
policy options and shaping the policy dialogue – although
the responsibility for the final decision or policy
formulation rests with government.
A two-way relation in which citizens provide feedback to
government.
 Active participation

17. UNIFIED CENTERS FOR PUBLIC SERVICES DELIVERY
Main principles of COD in CUPS development:
 Understand the needs, expectations and experiences of
those affected by, or reliant on, each service
 Seeking out the needs of users
 Prioritizing user, not government, needs
 Mapping the whole problem
 Identifying the diversity of users
 Championing inclusion
 Hiding the complexity of government
 Interact with citizens, users and all stakeholders in the
initial and ongoing design and delivery of services
 Co-creating and co-designing.
 Involving users
 Communicating clearly
 Setting the expectation of users
 Keeping users informed
 Inviting feedback
 Providing support
The CUPS are distributed in all regions of the
country in order to be as close as possible to the
citizens in the countryside

18. UNIFIED CENTERS FOR PUBLIC SERVICES DELIVERY
 Find ways to be open and transparent about the design and delivery of services
 Implement an omni-channel strategy to ensure users will always access a seamlessly
consistent, joined-up and high-quality service
 Create conditions that help teams to design and deliver high quality services
 Making services simple to use
 Using consistent and trusted designs
 Personalizing services

19. Collecting credible performance data
One of the goals of a government-wide transformation effort in the Republic of Moldova was to reduce perceived
complexity in dealing with government. As part of this initiative, the government has identified 19 life events, such
as marriage or starting a business, where citizens need to interact with public agencies. It then sought to simplify
each of these interactions while measuring citizen satisfaction to track whether the changes actually worked.

20. CITIZEN ORIENTED DESIGN
Soliciting citizen input to
improve public services
Tailored media
campaigns
Integrate gender and social-inclusion issues in brochures, print, newspaper, radio, video
and other channels gender-neutral language;
 anti-discrimination;
 diversity and inclusiveness in images and symbols;
 gender equality in family and society represented in images and symbols.

21. CHALLENGES IN IMPLEMENTING CITIZEN CENTRIC
 Inconsistent and varying capacities among citizens. The value of
citizen engagement is often diminished by citizens themselves
 Public servants attitudes and local public authorities influence
women’s and other marginalized groups (especially disabled people,
Roma, poor and elderly) behavior on involving in decision-making or
other activities in the public sphere.
 Corruption. On Transparency International’s Corruption Perception
Index Moldova has a rank 36 out of 135. This discourages confidence in
state institutions, and makes many citizen and NGOs wary of
collaboration with government servants’ officials.
 Gender stereotypes.

22. THANKYOU!

23. ANNEXES

24. Using innovative channels to
make services more citizen-
centric
The RM government’s e-services portal, visited by
more than 1,000 users every day, allows residents to
perform an ever-expanding array of tasks including
applying for unemployment benefits, paying taxes,
registering new companies.

25. Collecting audience
data
Analysing data
QUALITATIVE METHODS
Describing and defining
the target audience
Planning audience
research
Putting findings to
good use
Researchin
g
customers
in
vulnerable
situations

26. CUPS Offices design

27. UNIFIED CENTERS FOR PUBLIC SERVICES DELIVERY
An alternative channel for public service provision
through which the front-office segment of the service
is taken over by a third institution (APL I and
MD/OC).
Within CUPS, service providers continue to provide
the back-office segment.
01
03 Power of attorney and delegation
02 Support and access
Types of services available through
CUPS:
Infomation