While sipping hot tea and coffee, partners of the UserCentriCities met behind their screens to discuss with the city of Madrid its three user-centric apps: Madrid Te Acompaña, Madrid Movil, and Madrid Mobility 360.
Seniors looking for some company on a walk, or for help with booking a medical appointment or their groceries can rely on Madrid Te Acompaña – Madrid accompanies you. The app matches seniors’ needs with volunteers who can help them. The app has encountered a clear success as 3,400 seniors registered only two months after its launch in December 2021.
Commuters find their answers on Madrid Mobility 360 – a comprehensive app that integrates the city’s public and private mobility offers. Users find information about busses, trams and the well known public bike service BiciMad, but also taxi services, e-scooters and parking.
From administrative procedures to booking sports and leisure activities, from issues reporting – one of the most used functions that help Madrid be a better city – to new services using geolocalisation, Madrid Movil – Madrid mobile – is the place where people in Madrid can find all they need in terms of online municipal services.
Intrigued by their presentation, we have asked Antonio Garcia De La Paz, Vice Principal of Data Strategy, Director of the Digital Office at the Madrid City Council, and Javier Lucas Rodriguez, Head of Data Coordination and Monitoring Department at the Madrid City Council, for more insight on Madrid’s user-centric projects.
What makes your apps user-centric?
Antonio Garcia De La Paz
All three focus on the citizen and try to improve people’s way of life in our city. Public services need to provide easily accessible and helpful services to the people who live or pass through the city. Because if Madrid counts 3.3 million residents, 5 million also experience the city while on the move. So user-centricity, in our case, has to apply to services for both types of users.
Javier Lucas Rodriguez
User-centric services should have certain features, such as simplicity and ease of use. The user should be able to quickly communicate with the provider or the manager of the application. And of course, user-centric services have to involve co-creation and co-design elements.
For example, our Madrid Mobile app focuses on giving users clear and accessible information and a quick way of contacting the municipality and providing suggestions.
Antonio Jose Garcia De La Paz
Flexibility is another essential feature. All our apps are designed to be improved for future needs. For example, we are considering adding aspects that will help users acquire new digital skills within Madrid Te Acompaña. Our mobility app is built so that if there are new mobility services that appear in the city, they can be easily added. Our services need to be able to adapt to the new and fast-emerging needs of our citizens.
How do you deal with making your services as accessible as possible? Are you considering issues like the digital divide?
Javier Lucas Rodriguez
We are working on developing and introducing digital volunteers for all kinds of digital uses in Madrid. Because we know that the digital divide is a fact, and we have to work to reduce it. Digital volunteers are people who help others that have difficulties using digital technology, for example, seniors.
Antonio Jose Garcia De La Paz
We also have to analyse the demand for these services and see what users we have. Depending on the needs, we can help and adapt our services.
Javier Lucas Rodriguez
The content of the Madrid portal, where citizens can access public services instead of the app, has to fulfil, and we check it periodically, the requirements of the accessibility declaration. That’s another step towards better accessibility of our services.
Another important thing is the way we communicate with our citizens. And for this, we have a language practical guide that gives recommendations about how to communicate using easy, straightforward, transparent, simple and effective language.
Why did you join UserCentriCities?
Antonio Garcia De La Paz
Someone in Madrid knew the project and made the link between the UserCentriCities objectives and what we are trying to do. This is why we decided to participate. And we have already discovered that the UserCentriCafés are an excellent place to put ideas together. I think it’s a good way to share our experience and, why not, to win a prize?
Speaking of which, have you applied to the UserCentriCities Awards? Will you become the Best UserCentriCities service of 2022?
Antonio Garcia De La Paz
Yes, we are applying with our three projects. And we are confident we will win. If we don’t believe in it, why should others?
Javier Lucas Rodriguez
Our projects are complementary. They give an overview of the city services and tackle issues that are very close to the citizens: mobility, loneliness, care, and accessibility of public services.
For example, Madrid Te Acompaña reaches out to seniors who need help or company. It’s a way to show them that Madrid and madrileños think about them and offer their time and their affection.
What has UserCentriCities taught you, and has it changed how you see some of your projects?
Antonio Garcia De La Paz
The UserCentriCafes are a perfect way to hear about what partners are doing.
For example, we are now asking the provider of the mobility app about integrating a suggestion that was made at the Café – namely, adding a function for people to see the CO2 they produce over a certain period.
It’s a good way to review what we are doing and think about future initiatives that could be suggested to the Council.
What are your expectations for the future of the project?
Javier Lucas Rodriguez
I have big expectations for the methodology, something that defines user-centric services, factors, and characteristics we can measure and compare. This will be also a great tool to build new user-centric services. I’m looking forward to finding out what other cities use to determine user-centricity and what comes out of the Dashboard because this will help us improve our way of conceiving and developing our services.
Antonio Garcia De La Paz
Having something to compare to will help us set objectives and force cities to consider user-centricity in their services.
Javier Lucas Rodriguez
Networking is another expectation. Being in touch with people from other cities working on the same issues or talking to people in the European Union who can support us is important. This is an expectation that’s already happening and makes us really happy.
Feeling inspired by Madrid's examples? Visit the User-centric services repository to explore cities and regions' digital public services and vote for who you think should win the 2022 UserCentriCities Award. Submit your services until 29 April.