OP-ED: Empathy-Driven Innovation—Design with me, not for me feat. Marcus Welby Rance

Digital transformation specialist Marcus Welby Rance advocates for African governments to embrace citizen-centric design, emphasising empathy and co-creation to meet genuine needs and foster trust.

OP-ED: Empathy-Driven Innovation—Design with me, not for me feat. Marcus Welby Rance
Photo by Andrew Ross / Unsplash

In the race towards digital transformation, it's easy to get swept up in the allure of cutting-edge technology and the promise of instant results. Yet, as African governments and organisations push forward, there's a recurring question: why do so many digital strategies fail to deliver the impact we expect?

This week's TechTides column hijacker, Marcus Welby Rance, reckons the crux of the problem isn't technological. Rance, who dubs himself a "citizen-centric digital transformation influencer," serves as a digital transformation lead at Quantum Leap Consulting.

Marcus Welby Rance | Image credit: Supplied

With 14 years of experience and ISO 30401 certification under his belt, Rance has been co-leading the implementation of the digital government strategy for South Africa’s Western Cape Government (WCG) for a hot minute—an initiative that's been turning heads, even at the United Nations.

Aligning narratives for meaningful change

During an interactive fireside conversation at a recent closed WCG leadership session, I drew on insights from pioneering African digital innovation successes like M-PESA and others, exploring how clear, aligned narratives can drive meaningful transformation. Beyond the surface of digital tools and platforms, winning initiatives thrive on intentional community building, long-term investment in networks and strong leadership presence.

It's worth noting that the WCG's efforts in this arena haven’t gone unnoticed. In June, they clinched the Public Service Innovation Award at the United Nations Public Service Forum, beating out 400 entries from over 70 countries. The award recognised their "Citizen-centric Digital Transformation" project, which aims to improve the lives of residents, particularly the 70% of the Western Cape's population considered vulnerable.

The WCG is working on the next iteration of their digital government strategy (which, mind you, hasn’t been unveiled to the public yet) and is reportedly still in the early stages. This initiative is being framed as part of ongoing efforts to enhance service delivery, with a strong focus on a citizen-centric approach that leverages technology to make government services more efficient and accessible.

Beyond the Numbers

While these accolades and strategies look great on paper, I pointed out during the session that we need to rethink how we define and measure digital impact if we're to truly appreciate the value of these efforts. 

The WCG's digital infrastructure initiatives—which include connecting all government sites to high-speed networks and executing large-scale cloud migrations—have technically contributed to narrowing the digital divide. Yet, as the senior leaders I engaged with agreed, the real test is whether these advancements lead to meaningful improvements in the daily lives of citizens. With that context set, let the hijack begin.

Rance's insights. In his words:

"Design with me, not for me"—these simple words could define the future of Africa's digital transformation! A well-written strategy is important for any public sector transformation effort, but what we need to grasp is that digital transformation is more about human behaviour than technology.

I recently facilitated a workshop on this very subject at the International Conference on Theory and Practice of Electronic Governance (ICEGOV 2024) in Pretoria, South Africa. What struck me most was the shared citizen pain points expressed by attendees from more than 20 countries. From pre-birth to end of life, the service delivery challenges that people encounter are shockingly similar across borders. 

Understanding these pain points relative to citizen personas is crucial to building empathy, the foundational element for successful transformation.

The complexity of public sector transformation

It's tempting to view digital transformation within Africa's public sector as a highly technical endeavour. But in reality, the complexity stems from the sheer number of personas reliant on government for services. 

Political pressure often results in hastily crafted digital initiatives, like a directive to "develop an app" based on a vague election promise. This is akin to donating a couple of laptops to a rural community and touting them as "ready for the digital economy." It's a superficial solution that doesn't reflect the lived reality.

Take the Western Cape, for instance. According to Stats SA's Inequality Trends in South Africa: A Multidimensional Diagnostic of Inequality (2017-2019), 73% of the population falls into the categories of vulnerable, transient poor, and chronic poor, leaving just 27% in the middle class or elite brackets. 

This disparity mirrors much of Africa, where those in the 73% bracket face lower digital literacy, inconsistent connectivity, and fewer resources to benefit from a digital economy. Yet this is precisely the segment that requires public sector focus. Empathy-driven digital transformation should be aimed here, not just at the middle class and elites.

The Ubuntu approach

What became clear is that "Design with me, not for me" perfectly encapsulates the empathetic, citizen-centric approach required for public sector digital transformation in Africa. This aligns with the African philosophy of Ubuntu, which emphasises the interconnectedness of people and communities. Designing with citizens, through a process of co-creation, is an investment that yields returns in trust, satisfaction, and long-term engagement.

Achieving this cultural shift within government is difficult, but not impossible. It requires clear leadership, political will, and well-defined strategies and roadmaps. With these in place, a citizen-centric digital transformation approach can be embedded in the public sector over the medium to long term. However, this is not something that can be rushed or left to chance.

Bridging the trust deficit

Accountability is especially crucial in the African context, where the trust deficit between governments and citizens is a recurring issue. In many countries across the continent, citizens experience disruptions to services, internet connectivity, and access during elections or times of political unrest. These actions only deepen the divide between governments and the people they serve.

An empathy-driven approach to digital transformation offers a path to closing that gap. By involving citizens early and often, and by documenting these engagements, governments can create a transparent and accountable process. This will not only ensure that digital transformation initiatives are genuinely beneficial but will also help rebuild trust between citizens and their governments.

The path forward

Africa's digital transformation journey is not about quick fixes or simplistic narratives. It requires nuance, patience, and the courage to reimagine how success is framed and pursued. 

As governments and organisations across the continent grapple with similar challenges, the WCG's experience offers food for thought – and perhaps a blueprint – for those willing to take a citizen-centric approach to digital transformation.

In conclusion, the future of digital transformation in Africa's public sector lies in designing with citizens, not for them. While Big Tech and AI are often framed as the heroes of the digital age, these tools are only effective when used to serve the real needs of people. 

The only sustainable way for Africa to secure its digital future is through empathy, engagement and co-creation. Only by listening to citizens and addressing their pain points can we create a digital future that improves lives and brings about meaningful change.

Editorial Note: A version of this opinion editorial was first published by Business Report on 15 October 2024.