As the year ends, agencies across the federal government are reflecting on their progress in implementing the Office of Management and Budget’s M-23-22 guidance for digital experiences. This pivotal directive issued in September 2023 aims to improve the public’s interactions with government services by emphasizing accessibility, usability, and customer-focused design.
The GovCX Collective, in partnership with Riva Solutions, brought together panel of government CX leaders to discuss the successes and challenges of M-23-22.
Here’s a summary of our lessons learned:
Lesson 1: Cultural Change Drives Collaboration
One of the most significant hurdles in implementing M-23-22 is shifting the culture within government agencies. For many, legacy systems, entrenched processes, and siloed teams make collaboration challenging with resistance from teams of all sizes and competing priorities across departments drawing focus from CX. However, as panelists emphasized, cultural change is the cornerstone of success.
Agencies that excelled in fostering collaboration adopted the mantra: “We’re here to make your lives easier.” By emphasizing the shared goal of easing burdens, they brought teams together under a unified vision. Leveraging the “3 Cs” framework—communicate, collaborate, and continuously improve—teams were able to chip away at cultural resistance through incremental progress.
Key Takeaway:
Cultural shifts don’t happen overnight, but consistent messaging and tangible wins can build momentum. Agencies must prioritize fostering open communication and alignment across teams to sustain collaboration.
Lesson 2: Storytelling and Data Drive Transformation
While M-23-22 emphasizes the importance of leveraging data, our panelists noted that raw numbers alone aren’t enough. To drive meaningful change, leaders and teams need to translate data into compelling stories that resonate with stakeholders and decision-makers. Many agencies often treat data collection as a checklist activity rather than a tool for insight.
Panelists highlighted the power of storytelling in building empathy and driving action. By framing data insights within the context of user challenges, they were able to rally support for CX initiatives. One participant shared how they used data to identify early champions within their agency, accelerating progress toward their goals.
Key Takeaway:
Data is the foundation of transformation, but storytelling makes it actionable. Agencies should pair quantitative insights with narratives that bring user experiences to life, helping stakeholders understand the value of CX improvements.
Lesson 3: Align Priorities with User Needs
Balancing competing priorities is a common challenge for nearly every government agency, especially when resources are stretched thin. Our panel discussed how M-23-22 has helped many agencies refocus on what matters most: delivering services that meet user needs.
Prioritization is important. Agencies must consider whether to focus on high-traffic websites or niche services.Often, legacy systems and outdated content can complicate efforts to streamline operations. Our panelists shared several approaches to prioritization:
- Use top tasks and user feedback to determine which services to improve first.
- Focus on proof-of-concept projects to demonstrate the value of CX investments.
- Align efforts with the organization’s core mission and high-impact services.
One panelist also described conducting a comprehensive content audit, uncovering hidden inefficiencies like underused domains. By streamlining and aligning their efforts with user needs, they were able to deliver more cohesive digital experiences.
Key Takeaway:
Prioritization starts with understanding your users. By focusing on their needs and aligning projects with organizational goals, agencies can achieve meaningful results without getting overwhelmed by the scope of M-23-22.
Lesson 4: Embed UX and Empathy into Every Process
User experience (UX) and customer experience (CX) are more than just design principles—they are the foundation of effective digital services. Panelists stressed the importance of embedding UX research and empathy throughout the development lifecycle, including with internal systems because when agencies overlook employee experiences, it can directly impact public-facing services.
To overcome these challenges, agencies implemented hybrid approaches to UX research. When direct user engagement wasn’t possible, they used proxies or data analytics to guide decisions. Several panelists also emphasized the importance of usability testing and involving developers in observing user interactions, creating a feedback loop that fosters continuous improvement.
Key Takeaway:
Empathy is the cornerstone of great UX and CX. By building a culture that prioritizes user needs—both internal and external—agencies can deliver digital experiences that truly resonate with their audiences.
Looking Ahead: The Future of M-23-22
As agencies continue to navigate the requirements of M-23-22, it’s clear that the directive has sparked a wave of innovation and transformation across the federal government. However, panelists cautioned against complacency. The work is far from over, and there is still much to be done to deliver seamless, inclusive, and user-centered services.
Ultimately, the success of M-23-22 hinges on agencies’ ability to stay focused on their mission: serving the public. By embracing the lessons shared in this panel, government leaders can turn M-23-22 from a mandate into a movement for lasting change.
