Creative Business Transformation > Product & Service

DIIA

FEDORIV AGENCY, Kiev / MINISTRY OF DIGITAL TRANSFORMATION OF UKRAINE / 2022

Awards:

Bronze Cannes Lions
CampaignCampaign(opens in a new tab)
Case Film

Overview

Credits

Overview

Background

In 2019, Ukraine was once again included in the list of the most corrupt countries in the world, according to the Corruption Perceptions Index. For years, the lack of transparency and shady processes of obtaining basic public services—traits inherited from the USSR—had given rise to grassroots corruption and nepotism throughout Ukrainian society. No wonder why people had been distrustful of the government and public officials, and associated public services only with stress and loss of time or money.

To prevent corruption and make public services more accessible, the previous government of Ukraine made attempts to digitize them. But using such electronic services was still difficult: they were scattered on the websites of various ministries that did not interact with each other. The services themselves remained complex and confusing.

This time it had to be different. The newly established Ministry of Digital Transformation of Ukraine set about transforming an outdated system and creating a digital state that would provide prompt and stress-free online services as a one-stop shop.

But how to make the bureaucratic behemoth work in a new way?

Strategy & Process

For the first time in the history of digitalization in Ukraine, the state started listening to people rather than to governors in corridors of power.

Teamed up with the Ministry of Digital Transformation of Ukraine, we started our work by conducting a national survey in order to find out what people expect from the digitalization of public services first and foremost. ?Hundreds of thousands of Ukrainians responded that equal access to services free of corrupt practices is of great importance. However, they primarily want convenient and understandable interaction with the state.

Based on these answers followed by quality research, we developed the Human First Strategy—a digital state with neither processes, nor procedures, but a person at the core.

Experience & Implementation

The brand, which integrated all the projects of the digital transformation of Ukraine, got the name Diia ('action'), as the dialogue with the state was reduced now to a simple action—tapping a button.

People and their interests finally appeared at the forefront of all the government processes. And our basic concept was not a mechanical digitalization of the bureaucracy, but re-engineering of each service to make it more understandable and comfortable.

First of all, we developed an algorithm for simplifying every service available in Diia, comprising 4 steps: survey, rearrangement, testing, launch.

The first service digitized was registering and closing of sole proprietorship (FOP). We reduced the number of lines to fill in, removed outdated requirements and combined two obligatory forms in one. 500,000 sole proprietorships have been registered in Diia since then.

Shortly after, we digitized documents for newborns’ parents. We combined 12 separate forms into e-Maliatko package and made it available in 1 click. 85% of young families have already benefited e-Maliatko service.

In two years, the number of re-engineered services reached 80. Meanwhile, we developed the Diia app, which became a virtual pocket for the main documents, meaning each citizen is safer and more prepared.

Business Results & Impact

Diia.Digital State became a magnet that attracted leading IT companies, international funds, and Ukrainians that believe in the future of their country and are eager to put these changes into action. The project inspired millions of people to see the opportunities for developing Ukraine and supporting this movement.

- Around 13mil app installations—30% of the population

- 8.1mil portal users—18.5% of the population

- Ukraine became the 4th country in Europe to digitize driver’s license

- The 1st country that equated digital passport to the paper/plastic one

- 54% of online registrations of sole proprietorships arranged in Diia

- 12 services and 12 digital documents provided in Diia app by now, including: digital driver’s license, insurance, EU Digital COVID Certificate to name a few.

Diia aims to radically transform the way people and businesses interact with their government. The changes already affect administrative services, healthcare, transport, and business, making relevant services more accessible and transparent at the Diia services portal. The Ministry of Digitalization plans for 100% of government services to be accessible online by 2024.

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