MyGov - My Way
From discovery to delivery - designing Israel’s official native government services mobile app. A secure, user-centered experience that helps private and business users easily access government.
G2C
GOVERNMENT
SERVICES
MOBILE APP
PRODUCT STRATEGY
CLIENT
National Digital Agency
Role
Senior Design Manager
TEAM
Strategy | UX/UI | UXR | Dev
TEAM
Strategy | UX/UI | UXR | Dev
Overview
Added user value.
I led the product strategy, research and design of the MyGov app. My team aligned 10+ ministries and offices around a shared product vision and delivered a secure, intuitive app with redesigned services focused on mobile-native user value.
I led the product strategy, research and design of the MyGov app. My team aligned 10+ ministries and offices around a shared product vision and delivered a secure, intuitive app with redesigned services focused on mobile-native user value.
Background
Assessing the need.
As part of a government resolution to accelerate the digital transformation of public services, the National Digital Agency set out to launch an official mobile app for private citizens and business functions.
Before development began, my team was tasked with defining the product strategy: assessing whether a native mobile app was necessary at all, and if so - define the added value it should offer, how it should differ from the existing responsive site, and which technologies could best support a scalable, future-proof experience.
As part of a government resolution to accelerate the digital transformation of public services, the National Digital Agency set out to launch an official mobile app for private citizens and business functions.
Before development began, my team was tasked with defining the product strategy: assessing whether a native mobile app was necessary at all, and if so - define the added value it should offer, how it should differ from the existing responsive site, and which technologies could best support a scalable, future-proof experience.
The Challenge
The Challenge
Each ministry owned different services, data sources, and infrastructure. Stakeholders ranged from legal to security to tech. Some services weren’t digitized at all, others operated their own platforms, some were only available on web. Citizens, meanwhile, expected a simple, secure and seamless experience. Our challenge was to align diverse players around one shared product vision, and create a unified mobile-native experience for both business and private citizens.
Each ministry owned different services, data sources, and infrastructure. Stakeholders ranged from legal to security to tech. Some services weren’t digitized at all, others operated their own platforms, some were only available on web. Citizens, meanwhile, expected a simple, secure and seamless experience. Our challenge was to align diverse players around one shared product vision, and create a unified mobile-native experience for both business and private citizens.
Key Process Highlights
Stakeholder POV and alignment.
To understand the challenge space and the stakeholder's POV, we mapped goals, constraints, data ownership and digital maturity across 10+ ministries and government offices. This helped us refine a mutual vision and identify major issues to tackle along the process.
Throughout the process we collaborated and co-created with the various stakeholders & ministries to maintain scope alignment and speed up delivery.
To understand the ecosystem and understand the stakeholder's POV, we mapped goals, constraints, data ownership and digital maturity across 10+ ministries and government offices.
Throughout the process we collaborated and co-created with the various stakeholders & ministries to maintain scope alignment and speed up delivery.
To understand the ecosystem and understand the stakeholder's POV, we mapped goals, constraints, data ownership and digital maturity across 10+ ministries and government offices.
Throughout the process we collaborated and co-created with the various stakeholders & ministries to maintain scope alignment and speed up delivery.
Key Process Highlights
Ecosystem and users.
As there was no existing app, it was important to understand the ecosystem and potential users:
01 - Analyzed global best practices in E-gov mobile services, focusing on app-native capabilities, tech stacks and UX patterns.
02 - Conducted Qual. user research. Through in-depth interviews with potential private and business users, we understood digital behaviors, pain points, expectations from mobile native apps in general, and e-government services in particular.
03 - Ran Quan. survey (n=500) segmented by user type to validate our insights. This allowed us to define and guide feature prioritization and measure impact on user experience.
As there was no existing app, it was important to understand the ecosystem and potential users:
01 - Analyzed global best practices in E-gov mobile services, focusing on app-native capabilities, tech stacks and UX patterns.
02 - Conducted Qual. user research. Through in-depth interviews with potential private and business users, we understood digital behaviors, pain points, expectations from mobile native apps in general, and e-government services in particular.
03 - Ran Quan. survey (n=500) segmented by user type to validate our insights. This allowed us to define and guide feature prioritization and measure impact on user experience.
Key Process Highlights
Prioritizing tech by user value.
Based on our synthesized research insights, we prioritized the technology and dev approach (native, cross, hybrid, web) by quantifying the VOC and impact on user experience vs. business effort and long-term maintainability.
Based on our synthesized research insights, we prioritized the technology and dev approach (native, cross, hybrid, web) by quantifying the VOC and impact on user experience vs. business effort and long-term maintainability.
Having a recommended tech strategy, we matched device features (e.g. camera, NFC, geolocation) to relevant gov services and user stories, defining app capabilities and requirements. We created a prioritized feature list aligned with both government goals and user value, as part of the product roadmap.
Having a recommended tech strategy, we matched device features (e.g. camera, NFC, geolocation) to relevant gov services and user stories, defining app capabilities and requirements. We created a prioritized feature list aligned with both government goals and user value, as part of the product roadmap.
In order to test our recommendation and assumptions, I led my team in designing mobile-first flows for 14+ services (existing and new). We integrated mobile-native features (camera scans, file download, etc) in the UX flows to create a user experience that is enhanced on the app.
We prototyped and tested UX by running walkthroughs with target users. Iterated flow steps and design based on collected user feedback.
In order to test our recommendation and assumptions, I led my team in designing mobile-first flows for 14+ services (existing and new). We integrated mobile-native features (camera scans, file download, etc) in the UX flows to create a user experience that is enhanced on the app.
We prototyped and tested UX by running walkthroughs with target users. Iterated flow steps and design based on collected user feedback.
Design Approach
Simplicity from start to finish.
Services were designed with mobile-specific flows, using patterns that felt intuitive and helpful to both private and business users. We integrated features like real-time camera scanning, geolocation, NFC, and direct file downloads to the device, tailored to specific services. The design focus was on smooth transitions between user profiles, clear call to actions and highlighting changes and updates.
Services were designed with mobile-specific flows, using patterns that felt intuitive and helpful to both private and business users. We integrated features like real-time camera scanning, geolocation, NFC, and direct file downloads to the device, tailored to specific services. The design focus was on smooth transitions between user profiles, clear call to actions and highlighting changes and updates.
Design Approach
Design Approach
The UX emphasized clarity, proactivity, and security, drawing from both research insights and platform best practices. The UI extended the GOV design system with new components tailored for app use, while balancing familiarity with existing web experience.
The UX emphasized clarity, proactivity, and security, drawing from both research insights and platform best practices. The UI extended the GOV design system with new components tailored for app use, while balancing familiarity with existing web experience.
The Outcome
Shortened time from brief to delivery.
14+ government services redesigned and delivered in the mobile app
Aligned over 10 ministries and functional teams under one unified product strategy
Shortened time from brief to delivery through ongoing co-creation and cross-team collaboration
Delivered a scalable cross-platform foundation ready for future integration of more services and features
Data-informed platform and tech decisions based on validated user needs and expectations
Improved usability and trust through mobile-native flows and UX principles
