The paper explains that UX is central to successful public sector digitisation, helping government services become intuitive, efficient and citizen focused. It highlights the need to understand user motivations, reduce friction in service journeys and design systems that balance automation with human support. It shows how UX, service design and data management work together to create consistent, trusted digital experiences, supported by initiatives like One Login. Case studies demonstrate how user-centric design improves service quality, reduces administrative burden and increases trust. Putting citizens first ultimately leads to more flexible, scalable and cost-effective public services.

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