#Japan #Fujisawa #STUDIO ZERO #Fujisawa City #.Gov Services

Enhancing Public Service Experience: Fujisawa City and .Gov

Fujisawa City, known for its vibrant community and beautiful coastal areas, has embarked on a significant journey to enhance its online presence and public service delivery. Through a collaboration with Studio Zero, a startup within Plaid Inc., the city has adopted a unique administrative digital transformation service named ".Gov". This initiative aims to address the issues surrounding its official website and improve citizen experience (CX) significantly.

The Genesis of a Collaboration

Studio Zero's .Gov service brings together professionals with experience in government operations and expertise in customer experience enhancement, equipping them to tackle the digital transformation challenges faced by municipalities. This collaboration stems from Fujisawa’s need to rectify persistent citizen complaints regarding the usability of its official website, where many residents reported difficulties in navigation and information retrieval.

Nobukatsu Masubuchi, a key figure in Fujisawa City’s Digital Promotion Office, emphasized the urgency of redesigning the website, stating, "The pressure for a website renewal was intense, but we lacked clear direction. Partnering with Studio Zero provided us with the confidence to genuinely look at the citizens' needs."

An Analytical Approach to Improvement

Fujisawa City’s decision to implement the CX challenge discovery solution was driven by its ability to quantify visitor needs via the analytics tool, KARTE. This tool offers a comprehensive approach to analyze website traffic and citizen feedback, ultimately guiding the improvement process effectively. Masubuchi noted this methodology allowed the city to align its efforts with the public's expectations, stating, "With Studio Zero, we could discuss service improvements with shared passion, leading to greater value creation through collaboration."

A pivotal discovery from the initiative was the realization that more than 25% of website visitors struggled to find their target pages. Furthermore, the Net Promoter Score (NPS) unveiled significant dissatisfaction, particularly among women in their child-rearing years, indicating a pressing need for reform. These insights became crucial to direct the website's redesign, highlighting the importance of targeted information presentation and user accessibility.

The Path Forward: Engaging Citizens Continuously

Following the website’s redesign, an emphasis on smartphone-first design and AI-enhanced search functionality has garnered positive feedback from users, indicating a successful transformation. Citizens have applauded the more straightforward and visually appealing interface, along with the incorporation of multimedia content that showcases the city’s attractions. The continual solicitation of citizen feedback through an online suggestion form demonstrates the city’s commitment to ongoing improvement based on public input.

Masubuchi commented, "The project has not only illuminated unseen challenges but has also accelerated our ability to address these issues with clarity. The journey towards improving public service delivery is ongoing, and understanding user behavior through data analysis is pivotal."

Conclusion: A City Committed to Progress

Fujisawa City stands as a beacon of progress, melding natural beauty with a responsive governance model. The implementation of Studio Zero's .Gov service reflects a necessary shift towards digitalization, ensuring that the voice of every citizen is heard and acted upon. By leveraging citizen power, Fujisawa is not just enhancing its services; it is setting a precedence for future municipalities striving for improvement in the digital age.

In addition to its ongoing improvements, the city is committed to educating other governmental bodies about the potential of data-driven approaches to enhance their own services. As a result of the collaborations and insights gained, Fujisawa City is poised to be a model for municipalities aiming to thrive in the digital era.