Designing citizen experience in the public sector

Citizen experience: tools for governmental and public services

Professionals in the public sector deal with a great variety of people and needs. Analyzing and mapping the citizen experience can make the optimization of public services more efficient, and improve how information is delivered to the public.
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Redesigning public sector citizen experiences

Example journey map: citizen experience in the public sector

The citizen experience of public services is the sum of all interactions of an individual with a governmental organization, across online and offline channels, and including waiting times. This example journey map shows how public services impact not only the experience of an individual but also other stakeholders.

Professional tools for citizen experience design

Customer journey maps, personas, and stakeholder maps help you visualize experiences, shape service processes and become more accessible to all citizens.

Journey maps

Journey maps help you understand the citizen experience of public services, step by step. Discover and remove pain points, improve service delivery and allow for satisfying outcomes.
Learn more about the journey map tool


Citizen personas help you better understand and tackle the needs of specific groups of citizens, e.g. families, non-native speakers, or people with disabilities. Visualize their expectations and make them the basis of your public sector customer experience strategy.
Learn more about the personas tool

System maps

Stakeholder maps help you develop a clear understanding on what other private and public sector organizations are involved in the service and uncover lacks and potential for synergies.
Learn more about the system map tool

Digitize, standardize, innovate.

Create a hub of citizen experience insights with a tool that is accessible to all teams, and strengthen the sense of human-centricity.

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Multi-user access

Collaborate with your team members on your journey map and share your knowledge and insights with each other.

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Comment mode

Pro Plan

Invite others to comment on your journey maps. Have online discussions with geographically dispersed teams.

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Multiple personas

Compare the experiences of multiple personas in one journey map. Learn how and why their experiences differs and optimize your service accordingly.

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Live share

Basic Plan

Share read-only versions of your maps and let others follow changes your journey map in real-time.

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Drag & drop all the things

Rearrange all the elements of the map, such as steps and lanes, by dragging and dropping them into place.

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Export maps and personas to high resolution PDF, PowerPoint, Excel and PNG files to print, present and analyze.

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Customer centricity

Establish a common customer-centric language across your organization with personas and journey maps.

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White labeling

Custom branding and subdomain for a consistent look & feel supports easier adoption across your organization.

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Overview multiple agile teams

Using the same cloud-based tool allows you to jump between different zoom levels of journey maps and identify which CX projects support or contradict each other.

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Business impact

Many studies show that improving customer experience has a positive impact on customer loyalty, churn, and revenue growth.

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Training & coaching

We can train your teams and help you as a sparring partner to scale customer-centricity in your organization.

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Standardize journey maps

Increase speed and accessibility of journey maps across your organization. Reuse data from previous CX projects and build on top of previous research.

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