* Capturing your organisational objectives and goals as they apply to mobile strategy * Exploring different methodologies and approaches to public engagement, including social media, crowdsourcing and ramification * Developing mobile web applications and native apps based on research and underpinned by public feedback

1. Aligning m-Government strategies
Tom Voirol
Global Head of User Engagement, Reading Room

2. Aligning m-Government strategies
1 Making m-Government work for you
2 Making m-Government work for them
3 Approaches to mobile public engagement
4 Developing mobile web and native apps

3. 1 Making m-Government work for you
Overview
Drivers in m-Government
Partners in m-Government
Types of mobile services
M-Government for your organisation
Start from organisational requirements
Set objectives
Define KPIs

4. 1 Making m-Government work for you
Drivers for m-Government
Cost reduction
Process
efficiency
Context-awareness
Direct, ultrapersonal
contact
Improved
decision-making
Better service
provision
Demand for
transparency
Desire for
participation
Citizen-driven
Value-driven
Economy-driven
Technology
-driven

5. 1 Making m-Government work for you
Partners in m-Government
G2G Business
Government
Citizen

6. Types of mobile services
Information
services
• Policies
• Procedures
• Government
information
Interactive
services
• Calculators
• Interactive
learning
• Social media
Transactional
services
• Consuming
government
services
• Citizen-specific
Integrated
services
• Combining services
& data from
different ministries /
boards
1 Making m-Government work for you

7. 1 Making m-Government work for you
Information services
MOH iHealth SG

8. 1 Making m-Government work for you
Interactive services
German Customs

9. 1 Making m-Government work for you
Transactional services
Swedish Tax

10. 1 Making m-Government work for you
Integrative services
GovHK
Notifications

11. 1 Making m-Government work for you
Start from organisational requirements

12. 1 Making m-Government work for you
Set objectives
Types:
• Change behaviour
• Increase knowledge and understanding
• Procedural efficiencies
• Monetary goals
Examples:
• Increase participation in policy-shaping process
• Decrease number and/or length of contact centre requests
• Improve processing times
• Create an informed citizenry

13. 1 Making m-Government work for you
Define KPIs
Criteria:
• Make achievement of the organisational objectives measurable
• Forget hits, visits and app downloads
• Measure like a Jedi, not a Sith
Examples:
• Increase submissions to public consultation process by x%
• Reduce contact centre requests by y%
• Increase number of cases handled by z%
• Percentage of population understanding fact x increases by y

14. 2 Making m-Government work for them
Mobile, not mobile
User experience is key
Who are they?
What do they want need?

15. 2 Making m-Government work for them
Mobile, not mobile

16. 2 Making m-Government work for them
User experience is key
Has personal significance
Memorable, worth sharing
Adapted from Stephen P. Anderson / poetpainter.com
Easy to use, works like I think
Can be used without difficulty
Available and accurate
Does what I need
Hard to cross!

17. 2 Making m-Government work for them
User experience is key

18. 2 Making m-Government work for them
User experience is key

19. 2 Making m-Government work for them
Social media = biggest soapbox ever

20. 2 Making m-Government work for them
Who are they?
Until you understand your
customers – deeply and
genuinely – you cannot
truly serve them
Rasheed Ogunlaru

21. 2 Making m-Government work for them
Who are they?

22. 2 Making m-Government work for them
Who are they?

23. 2 Making m-Government work for them
What do they want need?

24. 3 Approaches to mobile public engagement
Social media
Crowdsourcing
Gamification

25. 3 Approaches to mobile public engagement
More than Facebook & Twitter
Blogs Forums Facebook LinkedIn
Twitter YouTube Pinterest

26. 3 Approaches to mobile public engagement
Which social networks are most mobile?

27. 3 Approaches to mobile public engagement
Social media engagement: Example

28. 3 Approaches to mobile public engagement
Social media strategy
Listen
Set objectives
Drive
Respond
Measure

29. 3 Approaches to mobile public engagement
Crowdsourcing

30. 3 Approaches to mobile public engagement
Foldit

31. 3 Approaches to mobile public engagement
Foldit success story
The structure of a protein-sniping enzyme critical for reproduction of
the AIDS virus stumped scientists for a decade.
Foldit players revealed the enzymes' structure within three weeks
and scientists identified targets for drugs to neutralise it.

32. 3 Approaches to mobile public engagement
ReCAPTCHA

33. 3 Approaches to mobile public engagement
Ingress

34. 3 Approaches to mobile public engagement
Ingress

35. 3 Approaches to mobile public engagement
Ingress

36. 3 Approaches to mobile public engagement
Ingress

37. 3 Approaches to mobile public engagement
Ramification?
Gamification (n.): The
application of game
playing elements to other
areas of activity, to
encourage engagement
with a product or service.

38. 3 Approaches to mobile public engagement
Gamification

39. 3 Approaches to mobile public engagement
Types of gamification
Actual games Game mechanics

40. 3 Approaches to mobile public engagement
Actual games: Examples

41. 3 Approaches to mobile public engagement
GinA – Government in Action

42. 3 Approaches to mobile public engagement
Party for your rights

43. 3 Approaches to mobile public engagement
Party for your rights

44. 3 Approaches to mobile public engagement
Run that town

45. 3 Approaches to mobile public engagement
Game mechanics: Examples

46. 3 Approaches to mobile public engagement
Activity trackers

47. 3 Approaches to mobile public engagement
Fitbit

48. 3 Approaches to mobile public engagement
Fitbit

49. 3 Approaches to mobile public engagement
Recyclebank

50. 3 Approaches to mobile public engagement
IBM Connections

51. 3 Approaches to mobile public engagement
IBM Connections

52. 3 Approaches to mobile public engagement
Gamification: Rewards

53. 3 Approaches to mobile public engagement
Gamification: Mechanics
• Accelerated feedback cycles
• Clear goals and rules of play
• A compelling narrative
• Challenging but achievable tasks
• Flow

54. 3 Approaches to mobile public engagement
Flow

55. 4 Developing mobile web and native apps
Mobile responsive design
Native mobile apps
Focus!
Let others do the work for you

56. 4 Developing mobile web and native apps
Mobile responsive design

57. 4 Developing mobile web and native apps
Native mobile apps
Distributed through app stores
Access to full device features
No connection required to launch

58. Native mobile apps
Native apps pros Native apps cons
Access to all device features:
• Gesture-based navigation
• Offline use
• GPS, gyroscope,
accelerometer
• Camera & microphone
• Push notifications
• Monetisation
Native availability (home screen)
Expensive to develop
Less flexible due to installed
base
Long approval time
Cannot support all devices
4 Developing mobile web and native apps

59. 4 Developing mobile web and native apps
Focus!

60. 4 Developing mobile web and native apps
Let others do the work for you

61. 4 Developing mobile web and native apps
Let others do the work for you
Carpark rates Dengue Lah! Pickaskool

62. Aligning m-Government strategies
1 Making m-Government work for you
2 Making m-Government work for them
3 Approaches to mobile public engagement
4 Developing mobile web and native apps

63. Workshop all day Thursday