Persis Howe, Content Lead, Digital and Data Services, City and County of San Francisco, United States

Building user-centered digital services in government

As the Content Lead in the Data and Digital Services Department for the City and County of San Francisco, I try to make it easier for San Franciscans to access City services online. Since 2017, I’ve built and led a team of content designers, strategists, and translation specialists focused on crafting both web and product content that serves the public effectively.

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A user-first approach to SF.gov

In 2018, our team started work on SF.gov; a single, unified website for the City of San Francisco. We began by listening to residents, even before we fully knew what the site would look like. Every few weeks we spoke to members of the public—sometimes in unconventional ways, like trading candy for a few minutes of feedback at the library. The result was a user-centered, service-led website designed to help San Franciscans interact with their local government when and how they needed it. 

This iterative approach taught me the importance of starting with the user’s needs and constantly refining based on real feedback. By 2023, with over 80 City departments using the site, it became clear we had more work to do—not just for the public but also for the hundreds of editors who manage content on SF.gov.

Supporting content editors through structure and strategy

Our decentralized publishing model allows subject matter experts—from affordable housing to shopfront permitting—to create and manage their own content. To support them, the website uses structured content and enforces many limits designed to keep the website as accessible and easy for the public to use as possible. 

In 2023/2024, we began rethinking our approach and have spent the last year transitioning to a more flexible CMS for the site. This move means we can simplify components and allow editors greater freedom. We’re working hard to give more flexibility while continuing to meet accessibility and usability standards.

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Redefining success in government projects

In government, opportunities to revisit and structurally improve flagship products are rare, but this project has been a refreshing exception. The process has also underscored the importance of branding in stakeholder engagement. Naming our CMS “Karl” after the San Francisco fog has transformed technical discussions into approachable, relatable conversations. While I’m no branding expert, I’ve learned to value its role in digital transformation.

Looking ahead, my team is focused on improving navigation, content flow and optimizing the site for search engines. We’re also working to meet the new federal requirements on accessibility for digital content and apps for local government. I’m thrilled that local government will be required to meet these requirements, as I believe they will improve how people get government services. 

Exploring AI’s potential in civic tech

AI’s rise has prompted skepticism, but I see its potential to enhance civic tech. While it’s no substitute for human expertise, AI tools are proving useful for streamlining tasks like simplifying complex content, making it easier for neurodivergent folks to use, and for drafting translations.

But I believe the most exciting opportunities lie in using AI to manage metrics, conduct content audits, and discover places that aren’t working as intended. If AI can free up time for deeper content strategy and user-centered design, it’s a win for civic technology. However, I remain cautious about chatbot applications, as I’ve found using them frequently makes me want to throw my computer out the window.

My inspiration 

I love the interest in GovTech I’m seeing from so many talented digital professionals, many displaced by layoffs in 2024. The perspective, experience, and knowledge they bring is giving new vibrancy to the field. I’ve likewise been inspired by groups like US Digital Response, who are helping these folks get into civic tech and helping governments to hire them. 

I’m also seeing a move to building stronger networks, and communities of practice for user centered design in government. The standards put in place by the excellent folks at digital.gov make me feel like we, as an industry, are in a more mature, better-connected place than we were at this time last year.