Building Bridges to Better Government Digital Services: Insights After a Year of Implementing OMB’s Guidance for Digital-First Experiences (M-23-22)

It has been just over a year since the Office of Management and Budget (OMB) released Memorandum M-23-22, Delivering a Digital-First Public Experience. This important guidance outlines how federal agencies should design, develop, and support modern, user-friendly digital services and websites. What makes M-23-22 particularly significant is the way it builds upon the 21st Century Integrated Digital Experience Act (21st Century IDEA), offering clearer details and actionable steps for implementation.

RIVA proudly supports agencies like USDA, HHS, and NOAA as they navigate and apply the principles of M-23-22 to improve their digital services. This milestone presents a valuable opportunity to reflect on the progress made and share insights on what has worked well, along with lessons learned.

RIVA teamed up with NuAxis on November 20, 2024, to co-host the GovCX Collective panel, OMB Guidance for Digital-First Experiences. This event brought together experts from government and industry to share practical strategies for improving digital services in alignment with M-23-22. Panelists, including leaders who have supported agencies like DHS, DOL, and USPS, shared actionable advice and inspiring success stories on how to align digital transformation efforts with agency missions.

Below, we recap the key takeaways and ideas exchanged during this insightful discussion.

The Challenge of Culture Change

Panelists acknowledged large organizations often struggle with culture change and adopting new processes. They stressed the importance of collaboration, transparency, and incremental improvements to overcome resistance.  One panelist highlighted the importance of using a “CCCI Model”—Communicate, Collaborate, and Continuous Improvement—to help teams maintain focus and move forward effectively. Another panelist added a powerful strategy and recommendation: “Make the right way the easy way.” This approach simplifies processes, encouraging teams to adopt best practices naturally by reducing barriers to success.

The panelists also stressed focusing on M-23-22 compliance alone misses the point. Instead, agencies should focus on the spirit and intent of M-23-22, which is to strive to make changes that improve employee, customer, and citizen experiences.

Start with the End User

Our discussion underscored the importance of keeping the end user in mind when designing or improving services. Success isn’t measured by whether tasks are completed internally but by how well users can engage with digital services directly.  Tools like well-researched personas and customer journey maps help teams better understand user needs and challenges, especially for large or complex websites and applications. By identifying the most important tasks users need to complete within the context of the “jobs-to-be-done”, teams can focus on simplifying high-priority areas for greater impact.

Panelists also shared strategies prioritization for agencies with large website portfolios, such as:

• Using analytics to identify high-traffic pages and focus on quick wins
• Tackling smaller, self-contained projects to demonstrate early success
• Prioritizing efforts based on agency missions, impact, and user needs

These strategies allow teams to build empathy and address real-world challenges while avoiding unnecessary complexity.

Tell Stories That Drive Action

A key theme of the discussion was the importance of storytelling. Panelists emphasized using data to show the long-term impact of digital transformation efforts. Instead of presenting facts alone, connect them to a clear purpose—why the changes matter and how they align with agency missions.  For example, one leader shared an approach to publishing design standards. These standards empower teams to create consistent, user-friendly designs without constant oversight, freeing up designers for more strategic work.  Stories like these inspire confidence and demonstrate how improvements can reduce friction, build trust, and improve future interactions with government services.

Digital Transformation in Lean Times

With tighter budgets across the federal government, in many cases digital services offer a cost-effective solution when compared to in-person or other methods. Panelists agreed that delivering services online is often cheaper and more efficient than in-person interactions, especially when done well.  Looking ahead, panelists discussed how agencies can use digital tools to reduce burdens, streamline processes, and better align with their missions. By focusing on user needs and prioritizing investments in digital-first strategies, agencies can save money while providing better service.

Final Thoughts

The panel provided actionable insights into how agencies can create digital-first experiences that work for users—and agencies. Whether focusing on small wins, leveraging data, or simplifying processes, the key is to align every effort with the agency’s mission and the people it serves.  RIVA is proud to support this work by promoting human-centered design and digital innovation. We look forward to continuing the conversation and sharing more insights in the months to come. If you’d like more information about attending the next CX Collective event or need assistance with Digital First implementation, reach out!