Marco Raffaello

Work

About

Contact

Designing a Proactive, AI-Driven Public Administration Website

End to end Product Design

User Research

UX/UI design and rapid prototyping

User Research

Overview

My role

Senior UX and Service Designer

My role covered end-to-end UX leadership: from interaction design and information architecture to user testing facilitation and design validation during development, ensuring consistency between user needs, service requirements, and technical implementation.

Timeline

2025 - 2026

Team

NTT DATA

Design, Strategy, Development

Outcome

An AI-driven website

An AI-driven Public Administration website supporting citizens in finding the services they are looking for.

MyCivis is the digital platform that provides access to all public services and welfare offered by Südtirol (Autonomous Province of Bolzano). It serves as the main entry point and digital backbone of the region’s public administration.


By leveraging AI as a guiding principle for the redesign, we created a bridge between citizens and public administration. This was not just a redesign, but a paradigm shift: citizens no longer need to search for services or navigate complex bureaucracy on their own. Instead, the platform understands users’ needs and proactively suggests relevant services and actions.


Südtirol has a population of around 500,000 people and three official languages. The platform provides access to more than 950 services.

This project is part of the Recovery EU plan to digitalise public administration. As a result, we operated within strict objectives and timelines, collaborating with a large, distributed team of providers across Italy.

MyCivis is the digital platform that provides access to all public services and welfare offered by Südtirol (Autonomous Province of Bolzano). It serves as the main entry point and digital backbone of the region’s public administration.


By leveraging AI as a guiding principle for the redesign, we created a bridge between citizens and public administration. This was not just a redesign, but a paradigm shift: citizens no longer need to search for services or navigate complex bureaucracy on their own. Instead, the platform understands users’ needs and proactively suggests relevant services and actions.


Südtirol has a population of around 500,000 people and three official languages. The platform provides access to more than 950 services.

This project is part of the Recovery EU plan to digitalise public administration. As a result, we operated within strict objectives and timelines, collaborating with a large, distributed team of providers across Italy.

MyCivis is the digital platform that provides access to all public services and welfare offered by Südtirol (Autonomous Province of Bolzano). It serves as the main entry point and digital backbone of the region’s public administration.


By leveraging AI as a guiding principle for the redesign, we created a bridge between citizens and public administration. This was not just a redesign, but a paradigm shift: citizens no longer need to search for services or navigate complex bureaucracy on their own. Instead, the platform understands users’ needs and proactively suggests relevant services and actions.


Südtirol has a population of around 500,000 people and three official languages. The platform provides access to more than 950 services.

This project is part of the Recovery EU plan to digitalise public administration. As a result, we operated within strict objectives and timelines, collaborating with a large, distributed team of providers across Italy.

956

956

Services offered by the Region

Services offered by the Region

Services range from family welfare to financial support for businesses.

Services range from family welfare to financial support for businesses.

Services range from family welfare to financial support for businesses.


4

4

Languages available on the website

Languages available on the website

Languages available

Due to its geographical position, Südtirol has three official languages

Due to its geographical position, Südtirol has three official languages

Due to its geographical position, Südtirol has three official languages


106.4K

106.4K

Accesses to the website

Accesses to the website

All data on website visits are updated live on the homepage.

All data on website visits are updated live on the homepage.

All data on website visits are updated live on the homepage.



100.3K

100.3K

Interactions with the MyCivis Assistant

Interactions with the MyCivis Assistant

Interactions with the Assistant

All data on interaction with MyCivis are updated live on the homepage.

All data on interaction with MyCivis are updated live on the homepage.

Why a New Website, Now?

Why a New Website, Now?

1999 - 2002

A first website of Südtirol was launched. Citizens did not interact with it, it was only representative for the region

1999 - 2002

A first website of Südtirol was launched. Citizens did not interact with it, it was only representative for the region

2009 - 2011

The thematic website is launched, searching is central

2019

The personal area is launched. Citizens have a personal area with all relevant information for citizens.

2026

The new MyCivis is launched.

A bridge between people and public administration based on Technology and collaboration

Approaching a Large and Complex Project

Approaching a Large and Complex Project

The project was developed using an agile and participatory approach, involving designers, developers, and key stakeholders.


We worked in iterative cycles that alternated between introducing new features, redesign activities, requirement gathering, development, and testing, up to the final release.


This model enabled faster decision-making and continuous service improvement, even in moments of high uncertainty, when requirements were not always fully available or clear. The design team successfully handled multiple redesign requests under pressure, ensuring the product evolved effectively.

The project was developed using an agile and participatory approach, involving designers, developers, and key stakeholders.


We worked in iterative cycles that alternated between introducing new features, redesign activities, requirement gathering, development, and testing, up to the final release.


This model enabled faster decision-making and continuous service improvement, even in moments of high uncertainty, when requirements were not always fully available or clear. The design team successfully handled multiple redesign requests under pressure, ensuring the product evolved effectively.

The project was developed using an agile and participatory approach, involving designers, developers, and key stakeholders.


We worked in iterative cycles that alternated between introducing new features, redesign activities, requirement gathering, development, and testing, up to the final release.


This model enabled faster decision-making and continuous service improvement, even in moments of high uncertainty, when requirements were not always fully available or clear. The design team successfully handled multiple redesign requests under pressure, ensuring the product evolved effectively.

The project was developed using an agile and participatory approach, involving designers, developers, and key stakeholders.


We worked in iterative cycles that alternated between introducing new features, redesign activities, requirement gathering, development, and testing, up to the final release.


This model enabled faster decision-making and continuous service improvement, even in moments of high uncertainty, when requirements were not always fully available or clear. The design team successfully handled multiple redesign requests under pressure, ensuring the product evolved effectively.

The designing pillars that guided us

The designing pillars that guided us

Needs oriented

Citizens are no longer expected to navigate complex public administration structures; instead, the administration understands their needs.

Transparency

AI is not the final goal but an accessible, understandable tool for citizens, avoiding complexity and processes that might be unclear.

Inclusivity

Communication is a public service. Complex and confusing interactions are transformed into clear, accessible, and even enjoyable experiences.

Systemic

The design system for the website is systemic and scalable, meaning it can be extended to other products that may become part of the ecosystem in the future.

A Proactive Portal: What You Need, Before You Search

A Proactive Portal: What You Need, Before You Search

Onboarding

Through this first step into his personal area, users can select services and areas of interest. By giving consent for proactivity, the AI can then accurately target relevant content.

Personal area

In his dedicated area, users can find updates on services and content relevant to them, including new calls, initiatives, and youth-focused programs.


Notification

Once users selects their preferred notification channels, staying up to date on system news and updates to their services of interest becomes effortless.


Market research

Let’s imagine a user: Marta, who is the legal representative of her company. The AI helps her discover services that may be relevant to her. The AI assistant provides initial support by considering not only the data she shares, but also other potential needs

Suggested news

The AI helps users stay informed by suggesting the most relevant news based on their preferences, interests, and the needs of both themselves and their companies.



The AI helps users stay informed by suggesting the most relevant news based on their preferences, interests, and the needs of both themselves and their companies.





Talking with users: understanding needs and approach to AI

Talking with users: understanding needs and approach to AI

Alongside the design stream, a parallel and continuous user testing stream was conducted, involving citizens from the region and conducting interviews both in Italian and German. In total, we carried out three rounds of interviews that focused on: use of AI, user testing of some key areas, behavioural analysis of search patterns and user behaviour.


The design and testing streams were closely integrated, with continuous touchpoints and knowledge sharing between the two.

Alongside the design stream, a parallel and continuous user testing stream was conducted, involving citizens from the region and conducting interviews both in Italian and German. In total, we carried out three rounds of interviews that focused on: use of AI, user testing of some key areas, behavioural analysis of search patterns and user behaviour.


The design and testing streams were closely integrated, with continuous touchpoints and knowledge sharing between the two.

Alongside the design stream, a parallel and continuous user testing stream was conducted, involving citizens from the region and conducting interviews both in Italian and German. In total, we carried out three rounds of interviews that focused on: use of AI, user testing of some key areas, behavioural analysis of search patterns and user behaviour.


The design and testing streams were closely integrated, with continuous touchpoints and knowledge sharing between the two.

Interviews and Sample

Interviews and Sample

1

Session focused on usability

35 PARTICIPANTS

The sample was made of people of different ages. Most of them are frequent user of the website and have a good digital attitude.


MOSTLY FROM BOZEN

Most citizens involved in this research came from Bozen. We tried our best to involve as many participants from other parts of the region to have a more representative sample.

SECTIONS TESTED

Onboarding

Homepage (logged users)

Applications and application detail

1

Session focused on behavioral analysis

30 PARTICIPANTS

The sample was made of people of different ages. Most of them are frequent user of the website and have a good digital attitude. Half of the sample have experience with AI tools.

MOSTLY FROM BOZEN

Most citizens involved in this research came from Bozen. We tried our best to involve as many participants from other parts of the region to have a more representative sample.

SECTIONS TESTED

AI assistant

Key Insights

CITIZENS STRUGGLE WITH FINDING THE RIGHT WORDS

CITIZENS STRUGGLE WITH FINDING THE RIGHT WORDS

DESCRIPTION

DESCRIPTION

Often, citizens struggle with finding the words to use to find the service they are searching. They relied on Google or other services where they found the correct name and then type it in the website.

Often, citizens struggle with finding the words to use to find the service they are searching. They relied on Google or other services where they found the correct name and then type it in the website.

ACTIONABLE

ACTIONABLE

The AI assistant can make this experience smoother by directing citizens to the right service when they type some keywords or description of the service.

The AI assistant can make this experience smoother by directing citizens to the right service when they type some keywords or description of the service.

“I’m fairly comfortable using a computer, I can manage… but when I had to find something new, it wasn’t very straightforward. You need to use the right words and terminology, otherwise you’re stuck.”

A.R., 54

“I’m fairly comfortable using a computer, I can manage… but when I had to find something new, it wasn’t very straightforward. You need to use the right words and terminology, otherwise you’re stuck.”

A.R., 54

WHEN SUPPORT IS NEEDED, IT IS NOT EASY TO GET IN TOUCH

WHEN SUPPORT IS NEEDED, IT IS NOT EASY TO GET IN TOUCH

DESCRIPTION

DESCRIPTION

When users need help finding a service or accessing additional information, they often struggle to get support. Speaking with someone is not always possible, which leads to frustration.


When users need help finding a service or accessing additional information, they often struggle to get support. Speaking with someone is not always possible, which leads to frustration.


ACTIONABLE

ACTIONABLE

AI acts as an extra layer of support, helping citizens find the information they’re looking for without having to rely on operators for every query.

AI acts as an extra layer of support, helping citizens find the information they’re looking for without having to rely on operators for every query.

“It’s often really hard to find someone to talk to in person, for several reasons: offices have limited opening hours and are often overwhelmed with requests.”

L.P, 40

“It’s often really hard to find someone to talk to in person, for several reasons: offices have limited opening hours and are often overwhelmed with requests.”

L.P, 40

Testing AI: A Framework

Alongside the design stream, a parallel and continuous user testing stream was conducted, involving citizens from the region and conducting interviews both in Italian and German. In total, we carried out three rounds of interviews that focused on: use of AI, user testing of some key areas, behavioural analysis of search patterns and user behaviour.


The design and testing streams were closely integrated, with continuous touchpoints and knowledge sharing between the two.

Alongside the design stream, a parallel and continuous user testing stream was conducted, involving citizens from the region and conducting interviews both in Italian and German. In total, we carried out three rounds of interviews that focused on: use of AI, user testing of some key areas, behavioural analysis of search patterns and user behaviour.


The design and testing streams were closely integrated, with continuous touchpoints and knowledge sharing between the two.

Alongside the design stream, a parallel and continuous user testing stream was conducted, involving citizens from the region and conducting interviews both in Italian and German. In total, we carried out three rounds of interviews that focused on: use of AI, user testing of some key areas, behavioural analysis of search patterns and user behaviour.


The design and testing streams were closely integrated, with continuous touchpoints and knowledge sharing between the two.

70

70

Services tested

Services tested

Services tested

PROMPTS

PROMPTS

Keywords

Keywords

Keywords

We tested multiple keywords linked to one or more services

We tested multiple keywords linked to one or more services

We tested multiple keywords linked to one or more services

“Newly graduated doctors”

“Newly graduated doctors”

“Newly graduated doctors”

Complex service-related questions

Complex service-related questions

Complex service-related questions

Questions requesting specific information about a particular service

Questions requesting specific information about a particular service

Questions requesting specific information about a particular service

“How much can I receive if I apply for the scholarship for newly graduated doctors?”

“How much can I receive if I apply for the scholarship for newly graduated doctors?”

“How much can I receive if I apply for the scholarship for newly graduated doctors?”

Exploratory questions (not tied to a specific service)

Exploratory questions (not tied to a specific service)

Exploratory questions (not tied to a specific service)

Broader questions not referring to a specific service

Broader questions not referring to a specific service

Broader questions not referring to a specific service

“Are there any incentives for newly graduated doctors?”

“Are there any incentives for newly graduated doctors?”

“Are there any incentives for newly graduated doctors?”

Questions including personal data

Questions including personal data

Questions including personal data

Queries containing personal information such as age, address, or fiscal code. The model was expected not to process or store this data and to clearly inform users that such information should not be shared

Queries containing personal information such as age, address, or fiscal code. The model was expected not to process or store this data and to clearly inform users that such information should not be shared

Queries containing personal information such as age, address, or fiscal code. The model was expected not to process or store this data and to clearly inform users that such information should not be shared

“I live at Bolzano Street 1—do I have access to any services?”

“I live at Bolzano Street 1—do I have access to any services?”

“I live at Bolzano Street 1—do I have access to any services?”

Questions about incomplete service information

Questions about incomplete service information

Questions about incomplete service information

Some service pages lacked complete data. In these cases, the model was expected to acknowledge the limitation, avoid hallucinations, and refrain from providing external links.

Some service pages lacked complete data. In these cases, the model was expected to acknowledge the limitation, avoid hallucinations, and refrain from providing external links.

Some service pages lacked complete data. In these cases, the model was expected to acknowledge the limitation, avoid hallucinations, and refrain from providing external links.

“Is there a number I can contact to talk to someone who can provide me information about scolarships for newly graduated doctors?”

“Is there a number I can contact to talk to someone who can provide me information about scolarships for newly graduated doctors?”

“Is there a number I can contact to talk to someone who can provide me information about scolarships for newly graduated doctors?”

“Is there a number I can contact to talk to someone who can provide me information about scolarships for newly graduated doctors?”

The new MyCivis: a proactive, integrated platform

Key Insights

Interacting with AI

MyCivis Homepage

MyCivis Homepage

Needs oriented

Transparency

AI ORIENTED

The landing page features a search bar as the primary interaction point of the website, allowing users to access the AI-powered search directly.

The landing page features a search bar as the primary interaction point of the website, allowing users to access the AI-powered search directly.

Needs oriented

Transparency

CONVERSATIONAL AI

Users can use the chat to find the service they need or gather information about available services.


Users can use the chat to find the service they need or gather information about available services.




Users can use the chat to find the service they need or gather information about available services.



Users can use the chat to find the service they need or gather information about available services.


Guidance

ACCESS TO THE SERVICE PAGE

The AI agent only provides links to internal pages and requested services, avoiding external sources to minimise hallucinations.

The AI agent only provides links to internal pages and requested services, avoiding external sources to minimise hallucinations.



The AI agent only provides links to internal pages and requested services, avoiding external sources to minimise hallucinations.




The AI agent only provides links to internal pages and requested services, avoiding external sources to minimise hallucinations.

A dedicated and proactive personal area

A dedicated and proactive personal area

MyCivis Personal Area

Needs oriented

Inclusivity

APPOINTMENTS

APPOINTMENTS


Appointments scheduled by users are listed on this page. They can also be accessed through the calendar.

Needs oriented

Inclusivity

UPDATES

UPDATES


Updates provide proactive reminders about upcoming deadlines, expiring payments, and support requests.

Needs oriented

Inclusivity

RECOMMENDED SERVICES AND NEWS

Services and news are recommended to users based on their needs and interactions with the website.

Support requests

Support requests

MyCivis Support

Needs oriented

Needs oriented

Transparency

Transparency

MULTICHANNEL SUPPORT

Citizens can receive support through direct channels or by submitting a support form. If they choose the support form, they can track responses and updates from their personal area.

Citizens can receive support through direct channels or by submitting a support form. If they choose the support form, they can track responses and updates from their personal area.

Needs oriented

Needs oriented

Inclusivity

Inclusivity

SUPPORTED BY AI

Step 3 asks users to describe their issue. After entering a description, the AI suggests a possible solution and relevant links, helping reduce unnecessary support requests.

Step 3 asks users to describe their issue. After entering a description, the AI suggests a possible solution and relevant links, helping reduce unnecessary support requests.

Needs oriented

Needs oriented

Transparency

Transparency

MULTI-STEP PROCESS

Citizens who wish to submit a support request are guided through a series of steps, providing all the necessary information for operators and reducing processing time.

Citizens who wish to submit a support request are guided through a series of steps, providing all the necessary information for operators and reducing processing time.


Citizens who wish to submit a support request are guided through a series of steps, providing all the necessary information for operators and reducing processing time.