Mushira AlZarooni, Senior Project Manager - 171 Tawasul, Community Engagement Department, Prime Minister's Office, UAE

1) How do you use your role to ensure that technology and policy are truly inclusive?

In today's rapidly evolving digital landscape, inclusivity isn't just a buzzword; it's a fundamental design principle. I champion the integration of customer-centric design methodologies across all projects.

For instance, during the 'Services 2.0' initiative, we leveraged a diverse range of customer councils and ethnographic research to uncover critical customers needs. This data informed the development of a multi-channel service delivery model, ensuring accessibility for individuals with varying levels of digital literacy.

Our commitment extends beyond compliance to proactively addressing the digital divide, ensuring that no customer is left behind in the digital age. 

2) What’s a moment in your career when you saw firsthand how technology or a new policy changed a citizen’s life for the better?

The transformation of our customer feedback mechanism stands out. By implementing a unified digital platform for complaints and inquiries, we streamlined communication and reduced response times.

One specific case involved a customer grappling with a complex bureaucratic hurdle for months. Through the new platform, their issue was efficiently routed to the appropriate department, resulting in a swift resolution within days.

This tangible outcome demonstrated the power of technology to empower customers, foster trust in government, and create a more responsive and customer-centric public sector. 

3) What was the most impactful project you worked on this year, and how did you measure its success in building trust and serving the needs of the public?

The most impactful project I worked on this year was reviving customer councils across federal government entities. This initiative aimed to actively listen to the customer voices and facilitate a platform for meaningful dialogue and collaboration.

Success was measured by increased engagement and participation from diverse stakeholders, the implementation of customer-driven solutions, and positive feedback indicating a stronger sense of trust and confidence in government services.

Additionally, the project contributed to more responsive and tailored services that better serve the needs and expectations of the public. 

4) What was one unexpected lesson you learned this year about designing for real people? This can be about a specific project or a broader lesson about your work.

One of the most profound lessons I've learned this year is the importance of empathy-driven design. We initially assumed that customers possessed a certain level of familiarity with government processes and digital interfaces.

However, user testing revealed significant knowledge gaps and usability challenges. This prompted us to simplify the language and navigation of our digital platforms, incorporating intuitive tutorials and personalised guidance.

The experience highlighted the critical need to challenge our assumptions, prioritize user feedback, and design with a deep understanding of the diverse needs and experiences of our customers. 

5) We hear a lot about AI. What's a practical example of how AI can be used to make government services more inclusive and trustworthy?

AI holds immense potential to revolutionise government service delivery and enhance inclusivity.

Imagine an AI-powered virtual assistant that provides personalised support to customers in multiple languages, resolving inquiries and navigating complex procedures with ease.

Furthermore, AI algorithms can analyse customers feedback data to identify systemic issues and patterns, enabling proactive problem-solving and continuous improvement.

By leveraging AI responsibly and ethically, we can create a more responsive, transparent, and customer-centric public sector. 

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6) How are you preparing for the next wave of change in the public sector? What new skill, approach, or technology are you most excited to explore in the coming year?

I'm deeply invested in exploring the transformative potential of blockchain technology.

I see opportunities for enhanced data security, transparent transactions, and customer empowerment through decentralised systems. I'm eager to learn more about blockchain implementation in areas such as digital identity management, supply chain transparency, and secure voting systems.

By embracing these emerging technologies, we can create a more resilient, trustworthy, and customer-centric public sector. 

7) What advice do you have for public sector innovators who want to build a career focused on serving all citizens?

For aspiring public sector innovators, my advice is to cultivate a deep understanding of your customer’s needs and expectations.

Embrace a mindset of continuous learning and experimentation, always seeking new ways to leverage technology to solve real-world problems. Collaborate with diverse stakeholders, including customers, industry experts, and government entities, to co-create innovative solutions.

And most importantly, remain committed to the principles of equity, transparency, and accountability, ensuring that your work serves the best interests of all customers. 

8) Who inspires you to build a more inclusive and trustworthy public sector?

I draw inspiration from the visionary leaders who champion innovation, customer-centricity, and ethical governance.

Seeing the tangible impact of well-designed services on people's lives fuels my passion for continuous improvement.

I am particularly inspired by those who challenge the status quo and empower cutomers to actively participate in shaping their communities. 

9) If you had an unlimited budget, what would your dream project be?

With unlimited resources, I would create a fully integrated, customer-centric digital ecosystem that seamlessly connects customers with government services.

This platform would leverage AI, blockchain, and other emerging technologies to provide personalised, secure, and accessible services across all touchpoints. It would also empower customers to actively participate in policy-making, co-creating solutions to community challenges.

My vision is to build a truly collaborative and customer-driven public sector, where technology serves as an enabler of innovation and empowerment. 

10) Outside tech, what excites you the most?

Beyond the technology itself, I'm deeply passionate about revolutionising customer journeys and creating new avenues for government entities to flourish and deliver pioneering services.

At the heart of this is a commitment to investing in our people, especially the frontliners who represent the face of the government. I believe that empowering these individuals with the right training, tools, and support is crucial to building trust, fostering positive customer experiences, and driving innovation across the public sector.

It's about creating a virtuous cycle where exceptional front-line service fuels organisational growth and unlocks new opportunities for groundbreaking public services.