This is highly distilled very uncommon sense from a sharp observer of government in both the UK and Australia. At one level it’s about user research, which is unsurprising as that’s the core of what Leisa does, but the implications are very much wider – which is equally unsurprising as that is the ever less hidden power of user research.
As she observes, most people want to spend as little time as possible thinking about government services. Much follows from that simple insight.