Issue No. 38 | March 2026

Designing government services around people: a look at human-centered design

What happens when government services are built not just for people, but truly with people in mind? That question sat at the heart of our May community of practice presentation by Camy Naasz, with Anthro-Tech, on human-centered design (HCD) and customer experience (CX) in government. The session explored how agencies can create more accessible, intuitive, and trustworthy public services by focusing on the real experiences of the people who use them every day. Camy began by acknowledging an important yet simple truth: government services are different from private-sector services. People often do not have the option to “shop elsewhere.” Whether applying for benefits, navigating transportation, accessing healthcare, or understanding regulations, the public depends on government systems to work clearly and effectively. And when they don’t, the impact is significant.

Confusing processes can lead to missed deadlines, incomplete applications, repeated phone calls, frustration, and growing distrust. Agencies feel the effects too - through increased workload, escalations, staff burnout, and costly rework. As the Camy noted, when services are difficult to understand, “the burden shifts to the public.” HCD offers a different approach. Rather than beginning with technology or internal assumptions, HCD starts with people. It asks agencies to step into the customer’s shoes, observe real experiences, and design solutions based on actual needs instead of guesses. Camy reiterated that HCD is not just a process, but a mindset rooted in empathy, collaboration, inclusion, and continuous learning. It encourages agencies to design with customers instead of simply designing for them. To bring this to life, Camy walked us through a real-world case study involving Sound Transit ticket vending machines. Although the machines technically worked, riders were struggling to buy tickets quickly and correctly. Customers were confused about where to tap, how to pay, and even how to determine their destination fare. Staff frequently had to step in and help frustrated riders. Instead of immediately rebuilding the technology, researchers first observed people using the machines in real settings: at airports, train stations, and commuter hubs. They watched travelers navigate the process, listened to their frustrations, and identified pain points that weren’t obvious from behind a desk.

The team then used an iterative design process that included paper prototypes, clickable touchscreen mockups, and live field testing before making final changes. One surprising insight was that part of the confusion came not from the machine itself, but from the complexity of the fare policy behind it. Eventually, policy simplifications became part of the solution. Throughout the session, Camy reinforced that HCD is not only for digital products. Agencies can apply the same approach to letters, forms, workflows, signage, reporting systems, and even employee experiences. Participants shared examples from their own organizations, including redesigning statewide reporting templates, improving public-facing workflows, enhancing employee training, and simplifying customer communications. One attendee noted that simply watching users “think aloud” while completing tasks uncovered confusion that would have otherwise gone unnoticed.

A major theme throughout the discussion was that customer experience is often mistakenly viewed as an “extra” rather than a strategic investment. But participants repeatedly emphasized that improving CX reduces rework, saves money, decreases staff frustration, and strengthens public trust. The presentation closed with an encouraging reminder: agencies do not need to redesign everything at once. Even small improvements such as asking better questions, observing real users, simplifying language, or testing ideas earlier - can make a meaningful difference.

At its core, HCD is about remembering that behind every form, process, or policy is a real person trying to accomplish something important. And when government services are designed with that person in mind, everyone benefits!

Missed the presentation or want to rewatch it? Check out May's presentation materials and recording.

Save the date for our 2026 CX conference!

We are very excited to announce our second annual Washington State Customer Experience Conference!

Happening October 27–29, 2026, this free, virtual conference brings together people from across state government, local agencies, tribes, nonprofits, and the private sector who are working to improve how we serve our customers.

This year’s theme, “From Policy to People: Human-Centered Government”, highlights the importance of designing services with, not just for, those we serve. We’ll explore real case studies and strategies that invite leaders, practitioners, and frontline staff to consider how empathy, accessibility, and inclusivity can be embedded at every stage of the policy and service lifecycle, and how we can collectively prioritize human needs, reduce friction, and build trust with the public.

By better understanding the lived experiences of the people who government is meant to serve, we can close the gap between intention and impact, ensuring that government works not just efficiently, but meaningfully, in the lives of our customers.

You can expect:

• Three days of virtual, interactive sessions (about 4 hours each day)
• NEW! One keynote speaker each day to inspire and kick off the learning activities
• NEW! Three specialized tracks (leadership, CX practitioner, and general) that attendees can explore to tailor their learning experience
• A variety of topics, from customer experience basics to advanced strategies, from speakers from across government and industry
• Opportunities to learn, ask questions, and connect with others

Conference details, including the schedule, presenters and registration, will be shared in the upcoming months. In the meantime, you can learn more about the conference on our website.

Please share this bulletin with anyone you think might be interested. We hope to see you there!

Don't forget to register for our 2026 meeting series

As a reminder, our community will be meeting every odd month beginning January 2026, and registration is required to attend. Take a moment and register now for our 2026 series to save the dates!

You will be registered for all meetings in the series but can choose to attend the session(s) that work best with your schedule. We're looking forward to continuing our learning journey with you!

Passwords

For all of our 2026 community of practice meetings, the password for logging onto the Zoom meeting from your computer is “YWCOP”. If you're tuning into the meeting via audio-only, the password is "141313". 

Coming up next!

July 21, 2026 10:30am - 12:00pm Zoom Registration Topic: From "Meh" to Meaningful - Measuring Customer Experience Presenters: Anne Althauser & Nerissa Lemon, Your WA