For the Digital Service Network’s (DSN) final installment of its summer event series, Let’s Get Digital, we heard about New York State’s (NYS) human-centered design (HCD) journey and how relationships between leadership and digital service teams have been pivotal in advancing user-centric service delivery. The event featured Luke Charde, director of digital experience at the Office of Information Technology Services, Jessica Houle, digital service director at the Office of General Services (OGS), and Gabe Paley, assistant secretary for technology to Governor Kathy Hochul.

 

The Evolution of Digital Service Offerings

Over the past two decades, New York State’s digital services have significantly transformed, driven by the Office of General Services’ collaborative approach with various agencies and the Executive Chamber. Charde took the audience on a journey through time, starting in 1996 when the New York State Department of Labor (DOL) made its first foray into the World Wide Web. The DOL’s first appearance on the web was a basic billboard-style site. By 2001, the site featured images, and by 2005, efforts were underway to improve information architecture, although investment was still limited and services online were minimal.

The turning point came in 2009 when a grassroots effort led by Houle, who transitioned to public service from the television industry, and Charde, who pivoted from a career in education, began to transform NYS’ approach to digital services. They focused on user experience (UX) practices and expanding information architecture, aiming to move beyond the homepage and make the journey easier. The result was the start of a design system concept and improved interactive consistency across platforms. This period coincided with the formation of the Office of Information Technology Services (ITS), which helped consolidate these efforts.

After her grassroots success at DOL, Houle moved to the Governor’s Office to tackle the statewide digital ecosystem. The challenge was immense, with hundreds of websites and thousands of applications contributing to what was described as “monumental tech debt.” In 2013, the hiring of NYS’ first chief digital officer (CDO) signaled a major positive shift in prioritizing user-centric design. The strategy was multifaceted: they engaged with every agency to understand the New Yorkers they served, the top services provided, and how these services were completed. Over the years, Houle’s team built a digital community through statewide kickoff conferences and digital roundtable meetings, focusing on plain language, accessibility, UX, and content strategy. The relationships cultivated during this period ensured the continuity of these efforts, leading to the successful redesign of 36 websites and laying a strong foundation for ongoing improvements.

A Journey-Centric Approach to Pandemic Roadblocks

In 2020, the onset of the pandemic exposed significant challenges in NYS’ digital services. New York was at the forefront of the COVID-19 crisis, and urgently needed to manage a surge in information and service requests. The existing system used to schedule vaccines  was dated, not mobile-responsive, and struggling with high traffic, revealing critical flaws in scalability and UX and prompting a strategic redesign to address emerging needs and enhance service delivery.

To address these issues, Charde and his team took a journey-centric HCD approach to redesign the system. They focused on simplifying the user experience, especially for vulnerable populations, and used real-time data to guide improvements. While brainstorming, Charde wanted to ensure the redesign would be intuitive and easily navigable for vulnerable members of the community, such as the elderly. The revamped system was optimized for all devices and scaled to handle increased traffic through cloud migration, significantly enhancing UX and efficiency. Charde was able to watch his 70-year-old father schedule a vaccination appointment. Despite the constraints of working with a legacy system, the team’s agile response and commitment to user-centered design led to a more effective solution during a crucial time.

The Instrumental Role of Executive Sponsorship

Leadership plays a pivotal role in driving the success of the Hochul administration’s initiatives to improve service delivery across NYS. As assistant secretary for technology, Paley has been instrumental in advancing a digital transformation agenda that enhances UX. Under sponsorship from the Executive Chamber, significant investments have been made in Charde and Houle’s teams, providing them with the resources and autonomy needed to grow and innovate. This leadership approach underscores the importance of viewing technology as just one piece of the larger puzzle, where the true challenge lies in empowering agencies to take ownership of the customer experience (CX). 

The creation of the chief CX officer role, now held by Tonya Webster, who reports directly to the director of state operations, reflects this commitment. Webster champions a customer-centric organizational culture, ensuring that every initiative prioritizes meaningful outcomes for the public. These efforts highlight how leadership and strong relationships between executive teams and service delivery teams are key to driving a holistic, constituent-focused approach to governance. 

Charde’s team has made significant strides by streamlining tax processes and increasing user engagement through mobile document capture and usability testing. Houle’s team has focused on refining service interactions by piloting feedback forms on ny.gov. Together, these leadership-driven initiatives demonstrate how strong executive support and strategic collaboration can drive meaningful improvements in user experience and service efficiency.

Key Takeaways

• Leadership as a catalyst for change. Strong leadership is essential for driving digital innovation and improving service delivery. As Charde aptly noted, “If you’re the only one doing the right thing, you’re leading.” Effective leaders serve as conveners, connecting people, focusing efforts, and driving investment to meet constituent needs. The NYS Executive Chamber’s leadership and support for the Office of Information Technology Services and the Office of General Services has streamlined processes and ensured that innovation is continuously supported and aligned with broader public service objectives.
• Embracing journey-centric approaches. A strong relationship between user experience designers and leadership enabled the successful redesign of New York’s vaccine registration system. By optimizing the complete, end-to-end CX journey instead of focusing on isolated touchpoints, the team optimized the system for all devices, reduced cognitive load, and ensured scalability. This collaboration underscores how understanding and prioritizing user journeys can drive meaningful improvements in digital service delivery.
• Cultivating talent with a heart for public service. Finding and nurturing students and professionals who are passionate about public service is crucial for sustaining and advancing digital innovation within government. As Charde highlighted, investing in young talent is vital for driving meaningful change and ensuring the continued evolution of public service technology. By engaging with students and fostering their growth, leaders create a pipeline of dedicated individuals ready to tackle the challenges of public service. Their commitment to nurturing this talent not only supports current initiatives but also builds a foundation for future innovation, ensuring that the drive for excellence in digital services remains strong and dynamic.
• Using storytelling as a strategic tool. Storytelling is a powerful tool for framing the need for digital transformation and securing investment. By packaging success in a narrative that highlights challenges and solutions, teams can effectively communicate their vision and garner the support necessary to drive change. Houle emphasized the importance of compiling data to demonstrate impact and thereby craft compelling narratives that highlight both the challenges faced and the solutions needed. Effective storytelling also relies on strong relationships and clear communication between service teams and the Executive Chamber, ensuring that issues and goals are well understood and supported at all levels of leadership.

Conclusion

The event showcased NYS; remarkable progress in digital service delivery, emphasizing the crucial roles of visionary leadership and collaborative efforts in advancing user-centric solutions. The transformative journey from basic web services to a sophisticated, user-focused digital ecosystem reflects a deep commitment to improving public service through innovative design and strategic investment. Key leaders, including Charde, Houle, and Paley, have played instrumental roles in this evolution by fostering strong relationships between service teams and executive leadership. Their collaborative approach highlights how aligning user experience with executive support drives significant improvements in service efficiency and effectiveness. 

By embracing journey-centric approaches, improving information architecture, and leveraging strategic storytelling to communicate successes, NYS is setting a precedent for digital transformation. The state’s ongoing commitment to enhancing user experience and operational excellence positions it as a leader in digital government services, paving the way for a more responsive and connected future.

Watch the webinar on the DSN’s YouTube channel and explore the resources driving this work on the Digital Government Hub:

• New York State 2023 State of the State
• Chief Customer Experience Officer job description