Representatives from the Office for IT and eGovernment, the Directorate for Agrarian Payments, and UN agencies in Serbia who are implementing the initiative “Clicking Together with Citizens”, participated in the international conference “User Needs First 2025”, held from 9 to 11 April in Amsterdam. The event was organised by a community of Dutch public sector professionals in collaboration with the Ministry of the Interior and Kingdom Relations of the Netherlands, and a global network of service design experts from national and local governments. The goal was to exchange best practices, knowledge, and experience in creating and improving digital public services that are based on user needs.

The conference brought together around 700 experts from the private and public sectors, as well as academia from across Europe. They took part in lectures and workshops on topics such as accessibility, inclusive design, and institutional cooperation in the development of public services. Case studies from European and global public administrations were also presented. A key focus was placed on the development process of e-services—beginning with real problems faced by citizens and a deep understanding of their user experience, rather than starting with technological solutions.

“Exchanging experiences with our European colleagues showed us that the foundations Serbia has established for eGovernment are on par with, and in some cases more advanced than, those in other parts of Europe. Adopting a citizen-centred approach to service design is a logical next step for us. I am confident that we can successfully adapt the best international practices and quickly demonstrate the benefits of this new approach to our citizens,” said Biljana Marić, Assistant Director of the Sector for Information Systems Development and eGovernment at the Office for IT and eGovernment.

The Serbian delegation used this study visit as an opportunity to connect with peers from across Europe, exchange ideas, and establish partnerships to support the growth of the domestic service design community within public administration. During the visit, members of the delegation also visited Dutch public institutions in The Hague and Amsterdam, gaining first-hand insight into how these institutions approach public service design—from inter-institutional cooperation and data exchange to the ethical use of artificial intelligence.

"Clicking Together with Citizens"

The participation of the Serbian delegation at the User Needs First 2025 conference was part of the initiative “Digital Service Design Hub – Clicking Together with Citizens”, which aims to support institutions in Serbia in designing digital public services aligned with the real needs of citizens and businesses. It also seeks to integrate citizen-centred public service development principles into national legislation and eGovernment processes.

This programme is funded by the Joint SDG Fund, with support from the European Union and the governments of over 15 countries. The initiative is led by the UN Resident Coordinator’s Office in Serbia, and implemented by the United Nations Development Programme (UNDP), the Food and Agriculture Organization (FAO), and the United Nations Children’s Fund (UNICEF), with expert support from the International Telecommunication Union (ITU).