A Call for a Unified Government Brand Identity / National Design System

Haven't you ever wondered why navigating a Tunisian government website feels like a journey through the digital equivalent of a maze 😵? Why do they seem stuck in the web design trends of the early 2000s, leaving users with a sense of frustration and a struggle to find information? Even with the modern convenience of search tabs, it's often a stroke of luck if you stumble upon what you're looking for as if the websites are hiding secrets in labyrinthine databases.

Many government websites have not been updated for a long time, and most of them are outdated in terms of usability. According to government data about a third of the population do not use any of the e-government platforms.

Take the example of The Municipality of Tunis website in the picture above, and yes, you read that right—some official websites are still adorned with flash banners in 2024. Mobile apps offer a slightly smoother experience, but they aren't without their share of user experience troubles.

GovTech Tunisia

On the flip side, Tunisia's digital journey isn't shrouded in obscurity. Despite challenges, the World Bank notes a decline in public service quality and trust.

Ranking 73rd globally in 2019, trust in the national government stands at 42% in 2020. Yet, a beacon of progress shines—the GovTech project, a $100 million initiative since 2019, actively addresses service complexities, enhances engagement, and aims to rebuild trust. Join me in decoding Tunisia's digital landscape, acknowledging challenges, and envisioning user-friendly government websites.

However, today, let's not dwell on the challenges but, instead, endeavor to light a candle in the darkness. This article aims not just to critique but to ignite a movement that transforms the digital landscape of Tunisia's government platforms.

❗️Importantly, this is not a call for the branding of Tunisia to enhance its tourism image, as we already have initiatives in that regard. What I'm talking about is the digital services that Tunisians use every day. In our homeland, where the impossible is not Tunisian, let this article be the spark that leads to a brighter, more user-friendly digital future.

May this call not be the first or the only. I acknowledge and celebrate those who have attempted this transformation before. Their efforts and actions may have been halted by government anarchy and denied, but today, we rekindle the flame with renewed vigor and optimism.

Unleashing the Potential: Importance of a National Brand

Crafting a national brand identity and design system goes beyond mere visual appeal—it becomes a powerful communicator of our values, ideals, and a unifying national spirit. This strategic move holds far-reaching implications, not confined to the digital realm alone but extending to shape the perception of our nation on a broader scale.

In the economic arena, this initiative transforms into a potent catalyst for development. Beyond the pixels and lines of code, a thoughtfully designed national system emerges as a compelling tool to draw in tourists, attract investors, and entice businesses. It positions Tunisia as more than just a digital entity—it becomes a hub of innovation, culture, and economic opportunity, ready to flourish on the global stage.

Learning from Global Success Stories

The Case for UK and Estonia

Several countries have successfully implemented national brand identities and design systems, leading to improved user experiences and streamlined government services. Take the United Kingdom's "GOV.UK" design system, for instance. By adhering to consistent typography, colors, and components, the UK government achieved not only an aesthetically pleasing digital presence but also a more user-friendly and accessible one.

Estonia, renowned for its digital innovation, boasts a comprehensive e-government design system that extends across a multitude of digital services. This system prioritizes accessibility and consistency, resulting in a seamless digital environment that facilitates efficient citizen-government interaction.

The Case for Tunisia: How to Bring the Vision to Life (Personal POV)

Taking the first step is the crucial solution, providing accessibility to change and instilling belief in the cause. Initiating a movement under a powerful banner for change serves as the rallying point, bringing together all the necessary pieces for subsequent steps. While having a plan is imperative, simplicity, speed, and accessibility are key. Here are some fundamental points that can pave the way for bringing such a project to light.

1. Collaboration and Expert Involvement To ensure the success of this initiative, collaboration is key. Engaging government bodies, design professionals, and the public in developing the national design system is essential. The National Informatics Centre (Centre National de l’Informatique, CNI), overseeing data centers and crucial national applications, holds immense potential for growth through collaborative initiatives. It's time to invite experts from the IT realm, including UX designers and innovative thinkers, to actively contribute to shaping the digital landscape. By fostering an open dialogue and encouraging partnerships, the CNI can tap into a wealth of diverse perspectives, ensuring that the development of major applications aligns seamlessly with user-centric principles. This call for collaboration not only enriches the expertise pool but also solidifies Tunisia's commitment to inclusive, forward-thinking approaches in the digital domain.
2. Crafting a Tunisian Design System In envisioning a national design system for Tunisia, it's paramount to fuse elements reflecting our rich cultural heritage and contemporary aspirations. Integrating cultural symbols, vibrant colors, and thoughtful typography can forge a visual language that resonates with citizens and visitors. Beyond aesthetics, the journey involves a commitment to excellence through research workshops, usability tests, and UX methodologies. These endeavors ensure that our design system not only embodies the spirit of Tunisia but also meets the evolving needs and expectations of its diverse users. In this fusion of tradition and innovation, the design system becomes a dynamic reflection of our national identity, rooted in heritage and designed for the future.
3. Pilot Projects Initiating pilot projects marks the inaugural step in testing and refining the national design system. In this phase, embracing Design Thinking becomes integral to the process, ensuring a human-centric approach to problem-solving. Citizen involvement takes center stage, with feedback sessions strategically organized to amplify their voices. This collaborative endeavor not only validates the system but also actively incorporates user insights, aligning it with the evolving needs and preferences of the people it serves. Through this fusion of design thinking and citizen engagement, the national design system becomes a living entity, adapting and flourishing in response to the dynamic landscape it navigates.
4. Implement Across Platforms Gradually implement the design system across government websites and apps, ensuring consistency and efficiency.
5. Public Awareness Campaign Launch a public awareness campaign to inform citizens about the positive changes and encourage their participation.

Who Can Bring This Vision to Light?

In this dream for a unified government brand identity, we call upon a coalition of professionals, enthusiasts, and government bodies. Designers, developers, policymakers, and, most importantly, citizens—they all have a role in shaping Tunisia's digital future.

As we unite to bring this vision to life, we're not just transforming digital platforms but redefining Tunisia's global narrative.

Originally published on LinkedIn.