Simplifying digital access to government services is essential for improving user experience and reducing both call center congestion and the need for in-person visits. The My Service Canada Account (MSCA) Dashboard was developed to help Canadians manage multiple benefits and services, such as Employment Insurance (EI), Canada Pension Plan (CPP), and Old Age Security (OAS), from one centralized platform.
Background and Context
Challenges
1. Lack of Product Management Expertise
The team at ESDC struggled to interpret the feedback they were receiving from citizens. They were unsure how to identify the root causes behind the low registration success rate and poor user satisfaction.
2. No Testing and Validation Process
Without a clear testing process to identify pain points in the registration process, it was difficult to prioritize improvements or identify the areas most in need of redesign
3. Ineffective Response to User Feedback The organization lacked the necessary methodologies and tools to translate citizens’ feedback into actionable design improvements, leading to continued issues with the MSCA platform.
Solutions
To deliver an improved citizen experience, our team worked closely with the MSCA team and stakeholders to develop a strategy along the “Policy to Service Continuum”.
1. Strategy and Product Roadmap
Our team led internal interviews with stakeholders and frontline staff to understand business needs and scope to identify opportunities in line with citizen’s need to access and manage their benefits. Using an evidence-based approach we developed a strategy and roadmap to drive key performance indicators.
2. Prototyping
We created Figma prototypes of the new registration process and dashboard, to test and validate concepts early using Agile Methodologies. These prototypes helped us showcase potential improvements and get feedback from stakeholders through each iteration of the product delivery.
3. User Testing
We organized testing sessions where real users could try out the new registration process. Their feedback was essential in refining the design and ensuring it addressed their needs.
Benefits and Outcomes
Our contributions to the improvement of MSCA have resulted in:
1. Improved Registration Process
The updated registration process is now much more user-friendly, resulting in a higher success rate for Canadians signing up for the service.
2. Improved User Satisfaction
The improved platform offers a more intuitive and accessible experience, along with a refreshed look and feel. Canadians can now easily navigate and manage their benefits without needing multiple logins, facing confusion, or seeking help from live service agents.
3. Solution Designed Along the Policy to Service Continuum
Launching a solution in the government can be a challenging process due to the multiple gates and high level of scrutiny. Our team developed the concept of “Policy to Service Continuum” that ensures all stakeholders are at the table from strategy to delivery. As a result, ESDC successfully launched the new MSCA experience in September 2024, enabling Canadians to manage their Government benefits and services with a single, streamlined platform.
“[Design Centered Co.] brings together a unique combination of strategy, design, and the ability to launch solutions even in complex policy environments, such as the one we operate in within the Federal Government. We are very satisfied with the results of the work delivered, and look forward to our continued collaboration.”
– Product Manager, Service Canada
