Most public services weren’t designed to feel confusing, intimidating, or exhausting — but for many people, that’s the reality. A single form can trigger doubt. A benefit can come with stigma. A process meant to help can feel like a test you didn’t study for.
In this SCADpro collaboration with Deloitte Futures, our team set out to look beyond “the average user” and instead capture the mindsets that shape how citizens approach public services — with trust, hesitation, resilience, fear, or determination. The result was a reusable Citizens Mindset Framework and toolkit that helps agencies design with more empathy, clarity, and real-world nuance.