Service NSW – NSW Digital Identity

NSW’s first digital identity discovery and pilot.

Executive Summary

Overview

The New South Whales Digital Identity Initiative was conceived as a forward-thinking project to establish a secure, user-centric digital identity platform. Notably, this study and initial design work were completed prior to the federal government’s directives on digital identity standards, allowing us to explore an innovative, agile approach to identity management. The project aimed to enhance interoperability within Australia and on the global stage, setting a benchmark for future digital identity systems.

The Challenge

Traditional identity verification methods in Australia were (and to an extent still are) fragmented and inefficient, characterised by:

  • Disjointed Systems: Multiple, siloed systems leading to friction and delays.
  • Security Vulnerabilities: Reliance on paper-based and outdated digital processes posed significant fraud risks.
  • Limited Interoperability: Difficulties in verifying identities across various government departments and with international agencies.

Business Goals

  • Centralise Identity Management: Explore a unified digital identity that simplifies interactions with government services, by looking at different standards and choosing the most appropriate for NSW citizens.
  • Enhance Interoperability: Ensure seamless integration with existing domestic systems and compliance with emerging international standards.
  • Deliver a Superior User Experience: Create an intuitive, secure platform that instills trust and facilitates easy access to services.
  • Improve citizen satisfaction with online government services.
  • Increase the adoption of digital service channels.
  • Reduce administrative costs associated with manual identity verification.
  • Enhance the security and privacy of citizen data.
  • Provide a consistent and accessible user experience across all government services.

Importantly, our study was conducted proactively—before the federal government mandated specific standards for digital identities—allowing us to innovate and set a precedent for future state-led digital identity solutions.

Achievements 

Successful Execution of NSW’s First Digital Identity Discovery and Pilot

This project marked a significant first for New South Wales, serving as its initial jump into digital identity. It successfully developed and trialed a secure, user-centric experience, effectively proving the concept and validating the underlying technology for digital identity in the state. This pioneering effort established a crucial foundation for future large-scale digital identity initiatives, even preceding federal government directives.

Comprehensive User-Centered Design Addressing Core Identity Pain Points

The project excelled in identifying and resolving complex user challenges associated with traditional, fragmented, and insecure identity verification methods. Through rigorous user research (stakeholder interviews, competitive analysis, persona development, user journey mapping), the UX team designed a solution that delivered a superior, intuitive, and secure user experience, prioritising simplicity, paramount security and privacy controls, accessibility, and user control over their data.

Laying Groundwork for Enhanced Interoperability and Increased Digital Service Adoption

A key achievement was the platform’s focus on enhancing interoperability within Australia and globally, adhering to existing and emerging digital identity standards. By simplifying online government service access and providing a consistent, secure, and accessible user experience, the project aimed not only to improve citizen satisfaction but also to drive increased adoption of digital services, while simultaneously reducing administrative costs and bolstering data security and privacy.

1. Discovery & Research

As the lead designer on this project, I was tasked with creating a roadmap with my project manager and to delegate to my design team initiatives which would help us answer the problems surfaced.

The Problem

Problem Statement: NSW citizens faced several challenges when accessing government services online:

  • Complex and Redundant Processes: Users often had to navigate complex, time-consuming processes and provide the same information to multiple agencies.
  • Security Concerns: Concerns about data security and the risk of identity theft were prevalent, leading to a lack of trust in online government services.
  • Inconsistent Experiences: Different government agencies had disparate online systems, resulting in a fragmented and inconsistent user experience.
  • Lack of Accessibility: Some online services were not fully accessible to users with disabilities, excluding a portion of the population.

Stakeholder Interviews

User Interviews were conducted with a diverse group of NSW citizens, including those with varying levels of digital literacy, disabilities, and cultural backgrounds:

  • State Government Officials: To understand current challenges and regulatory requirements.
  • Citizens: To identify pain points in the traditional identity verification processes.
  • International Partners: To assess needs for cross-border interoperability and standardised identity verification.
  • Mattr Partnership: To ensure robust data protection and build trust in the new system.

Competitive Analysis

Through our analysis we examined:

  • European eID Systems: For insights on robust security protocols and international interoperability.
  • Other National Digital Identity Projects: To benchmark best practices in user onboarding, interface design, and privacy management.

Personas & User Journeys

Primary Personas were defined as:

  • The Everyday Citizen: Needs a simple, secure digital identity to access a variety of services.
  • The Government Official: Requires efficient, reliable identity verification for service delivery.
  • The International Partner: Looks for a standardised, trustworthy digital identity for cross-border interactions.

User Journey Mapping

Our mapping revealed essential phases of:

  • Enrolment: Secure, user-friendly onboarding, issuance and verification process.
  • Authentication: Seamless access to services such as healthcare, voting, and tax filing.
  • Interoperability: Effortless sharing of digital identity data with both domestic and international systems.

Past Insights

Past initial discoveries into digital identity gave us a great understanding of the different identities currently in the market, and the decisions that privacy would need to make. This was especially useful in understanding decentralised benefits vs the ‘Honey Pot’ analogy of a centralised database. We understood the user’s expectations around identity verification and the limitations our current credentials and licenses faced.

Surveys:

Distributed online surveys to a broader audience to gather quantitative data on user attitudes and preferences.

Research Findings:

Key insights from the research included:

  • Strong Desire for Simplicity: Users wanted a simple, intuitive, and streamlined process for verifying their identity and accessing services.
  • Paramount Importance of Security and Privacy: Users expressed significant concerns about the security of their personal data and wanted strong privacy protections.
  • Need for Accessibility: It was crucial to design a solution that was accessible to users with disabilities, including those using screen readers and other assistive technologies.
  • Preference for Control: Users wanted to be in control of their digital identity and have transparency over how their data was being used.
  • Omnichannel Approach: Users expected a seamless experience across multiple channels, including online, mobile, and in-person.

2. The Design Process

The process for this product was:

  • Ideation: Brainstorming workshops were held with stakeholders, including government officials, security experts, and developers, to generate ideas for the digital identity solution.
  • Information Architecture: User flows and flow maps were created to define the structure of the system and ensure a logical and intuitive user journey.
  • Wireframing: Low-fidelity and high-fidelity wireframes were developed to visualise the user interface and key interactions, with a focus on simplicity, clarity, and accessibility.
  • Prototyping: Interactive prototypes were created to simulate the user experience and test design concepts with users.
  • Visual Design: The visual design was aligned with the Service NSW brand guidelines and emphasised clarity, trustworthiness, and accessibility. Key considerations included:
    • Clear and concise language
    • High contrast color palettes
    • Legible typography
    • Use of icons and visual cues
    • Adherence to WCAG guidelines

3. Testing and Iteration

  • Usability Testing: The prototypes were tested with a diverse group of NSW citizens, including those with varying levels of digital literacy and disabilities. Testing sessions focused on evaluating:
    • Ease of registration and identity verification
    • Intuitiveness of the identity wallet interface
    • Clarity of information and error messages
    • Accessibility of the solution
    • Overall user satisfaction
  • Iteration: Based on the usability testing feedback, the designs were iterated to address identified issues and improve the user experience. This involved:
    • Simplifying the registration flow
    • Improving the clarity of instructions and error messages
    • Enhancing the accessibility of form elements and interactive components
    • Providing more contextual help and support
    • Optimising the interface for different screen sizes and devices

4. The Solution

Final Design:

The final design of the NSW Digital Identity solution comprises the following key components:

  • Secure Identity Verification: A robust and user-friendly process for verifying a user’s identity using a combination of methods, such as document verification, biometric authentication, and knowledge-based questions.
  • Digital Identity Wallet: A secure and personal space where users can store and manage their digital identity information, including personal details, credentials, and linked accounts.
  • Single Sign-On (SSO): Seamless access to various Service NSW online services using a single set of credentials, eliminating the need for users to create and remember multiple logins.
  • Privacy Controls: Clear and transparent privacy settings that allow users to control how their data is used and shared.
  • Accessibility Features: Adherence to WCAG guidelines to ensure the solution is accessible to users with disabilities, including screen reader compatibility, keyboard navigation, and alternative text descriptions.

How the Solution Solved the Problem: The NSW Digital Identity solution addresses the identified problems by:

  • Simplifying and streamlining the process of accessing government services online.
  • Enhancing the security and privacy of citizen data through robust authentication and authorisation mechanisms.
  • Providing a consistent and user-friendly experience across different government agencies.
  • Ensuring accessibility for all users, including those with disabilities.

5. Impact & Results 

As an MVP and trial of new technology, the NSW Digital Identity project’s initial results and impact were focused on:

  • Proof of Concept: Successfully demonstrating the feasibility of a secure and user-friendly digital identity solution for accessing government services.
  • Technology Validation: Evaluating the performance and scalability of the chosen technologies, including biometric authentication and identity wallet functionality.
  • User Adoption Rates: Measuring the initial uptake of the digital identity solution among a pilot group of NSW citizens.
  • Service Integration: Assessing the ease and efficiency of integrating the digital identity solution with a limited number of key Service NSW online services.
  • Cost Efficiency: Gaining insights into the potential for long-term cost savings through reduced manual identity verification and streamlined processes.
  • Feedback and Iteration: Gathering qualitative and quantitative data from users and stakeholders to inform future development and improvements.

6. Lessons Learned

  • The importance of conducting thorough user research with a diverse user base to understand their needs and concerns.
  • The critical role of security and privacy in the design of digital identity solutions.
  • The need to prioritise accessibility to ensure that all citizens can access and use government services.
  • The value of collaboration between designers, developers, and government stakeholders in delivering a successful digital transformation project.