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Answers not Information – personalizing online government service

Imagine a wonderful new government service centre where you walk up to a clerk who starts telling you all the information they have until you stop them at the right point. Nah - forget that! Of course, the first thing a service clerk will do is to ask you a question: “What do you need?” or “How can I help you?” That’s the very meaning of “Service”. Same with a mobile app experience - they skip the information and get right to interaction.