Thesis Project - MrEnricc

Client

Academic Research

Role

UX Designer

Timeline

6 months, 2019

Tools

Figma

Project Overview

Complete Solution

A comprehensive research project on service design for digital public services, reimagining Rome's municipal platform.

In today's digital age, citizens increasingly rely on web-based tools to interact with public services—making usability, functionality, and efficiency essential to prevent user frustration. My thesis reimagines a core process for Rome's municipal platform by delivering a streamlined, user-friendly interface and by redesigning its underlying offline workflows, acknowledging that the line between digital and analog is now indistinct.

This project goes beyond research: it's the story of how I investigated, prototyped, and tested a service-design solution that places citizens at the heart of every phase. Ultimately, it outlines a vision for a truly human-centric digital society.

The Challenge

Complex Public Services

Citizens faced frustrating experiences when trying to access basic public services through Rome's municipal platform.

Complex Navigation

Users had to navigate through 12-16 clicks to complete simple tasks like downloading a certificate, with redundant steps and confusing information architecture.

Authentication Barriers

Lengthy SPID activation processes and complex authentication systems created significant barriers to accessing basic public services.

Cognitive Overload

Poor information hierarchy and cluttered interfaces increased cognitive load, undermining trust and accessibility for all citizens.

The Solution

Human-Centric Service Design

A streamlined service framework that reduces complexity and places citizens at the heart of every interaction.

Service Framework

By combining service design principles with user-centered methodologies, the solution bridges digital and offline experiences.

Unified Authentication
Modular system with free and premium tiers
Simplified Architecture
Streamlined navbar and platform consolidation
Cross-Channel Integration
Seamless connection between institutional and services areas
Optimized User Journey
From 12-16 clicks down to just 4 steps

Research Process

From Research to Implementation

A comprehensive 6-phase research methodology combining theoretical frameworks, user research, and iterative design to create a citizen-centered public service platform.

1

Literature Review & Analysis

In this phase, I conducted a critical review of the core domains of Service Design, Customer Experience, User Journeys, Usability, Design Thinking, and the SCAMPER method. I examined both theoretical and practical paradigms for crafting tangible services from intangible elements.

I mapped quality metrics and international benchmarks to identify best practices in the public sector, creating a foundation for the service design framework that would guide the entire project.

2

User Research & Data Collection

To empathize with real users, I performed a hands-on journey: from creating an SPID with various providers to navigating the Rome City portal. I recorded timings, clicks, pain and delight points, and captured screenshots of key obstacles (e.g., lengthy OTP activation and complex information architecture).

These qualitative and quantitative insights directly informed the next stages of my design, revealing critical friction points that needed to be addressed in the new service framework.

3

Framework Development

Based on the insights gathered, I defined a new service framework: a unified, modular authentication system (free and premium tiers), a simplified information architecture with a streamlined navbar and platform consolidation, and cross-channel integration between the institutional site and the "Online Services" area.

This blueprint guides user interactions, reduces cognitive load, and sets the stage for prototyping with clear principles for improving the citizen experience.

4

Prototype Development

I created low-fidelity paper wireframes to test flows and content hierarchy, then built high-fidelity interactive mockups in HTML/CSS. Each iteration underwent rapid usability tests, allowing me to fix labeling errors, refine screen layouts, and optimize calls to action.

The iterative approach ensured that every design decision was validated with real user feedback, creating a foundation for the optimized user journey that followed.

5

New User Journey

After initial prototype tests, I mapped the optimized user journey: reduced clicks from 12-16 down to just 4 steps to download a certificate, eliminated redundant steps and navigation dead-ends, and added contextual overlays to guide users through access and payment flows.

This phase validated the new flow's effectiveness in practice, demonstrating a dramatic improvement in usability and user satisfaction through measurable reductions in task completion time.

6

Final Design

The end result is a clean, modular homepage featuring an interactive hero banner, a municipality map, a "Most Requested Services" slider, and an events calendar. The "Online Services" section now appears in a two-column layout: quick links on the left and SPID access on the right.

The user profile is highlighted with an avatar, and the redesigned certificates panel offers clear, consistent visual hierarchy, making the entire platform more accessible and intuitive for all citizens.

Outcomes & Results

Measurable Impact

The research project delivered significant improvements in usability and accessibility for Rome's municipal platform, validated through user testing and journey mapping.

75%

Click Reduction

4

Steps to Complete Task

100%

WCAG Accessibility

6

Months Research

Vision for the Future:

I envision a future where public services seamlessly blend human-centric design with cutting-edge technology. Imagine a unified national platform accessible through wearable devices and AR interfaces, where authentication is instantaneous and privacy is respected by design. AI-powered assistants like PA.IR transform bureaucratic interactions into natural conversations, guiding citizens through every step—whether retrieving certificates, checking transit status, or managing personal data.

Data Transparency & Ethics:

In this world, data transparency and ethical big-data practices empower individuals, fostering trust and enabling each person to shape their digital identity from birth. The result is a truly inclusive, efficient society where technology amplifies human potential rather than replacing it.

Service Design Principles:

This project has reinforced my belief that effective service design hinges on deeply understanding real user needs and pain points. By mapping each interaction—down to the clicks and cognitive load—I learned how small obstacles can undermine trust and accessibility. Iterative prototyping and usability testing taught me the value of rapid feedback loops, ensuring that every design choice directly addresses user challenges.

Design as a Bridge:

Most importantly, I've grown to see design not just as aesthetics or functionality, but as a bridge between institutions and people—a responsibility to humanize complex systems and deliver experiences that genuinely serve the public good.

Research Gallery