GovCX Trailblazer

Valerie Kelly, Director of Digital Transformation in the Department of Social Development, Government of New Brunswick, Canada, shares how she is leading efforts to rebuild trust and improve outcomes across public services.Through this profile, she reflects on what sparked her commitment to customer experience, the organizational barriers that persist, and her…

Wendy MacDermott serves as Chief Experience Officer at the Department of Social Development,  Government of New Brunswick, Canada, where she leads CX transformation efforts aimed at making services simpler, more responsive, and more human. In this Trailblazer series, Wendy reflects on how governments can shift from rigidity to empathy, and…

Martin Jordan leads design and user research at the German government’s Digital Service in Berlin, where he develops and advances inclusive, user-centred approaches across the public sector. Previously, he served as Head of Service Design at the UK Cabinet Office’s Government Digital Service (GDS) in London, where he supported teams…

Milena Tasic leads design and innovation at the Innovation hub within Government of Canada. She has been responsible for advancing human-centered design practices across the department, overseeing operations, and building the government's capacity for sustainable, inclusive innovation. A two-time recipient of national recognition, Milena brings both systems thinking and deep…

Sithar Norbu is the Chief Program Officer at Public Service Delivery Division,Prime Minister's Office, Royal Government of Bhutan, where he leads national efforts to improve how citizens interact with government services.Through this Trailblazer feature, Sithar reflects on what drives his work, the systemic changes underway in Bhutan, and his vision…

H. Gülin Dizer is a digital transformation expert working at the heart of Türkiye’s national innovation efforts. As a specialist at the Digital Transformation Office under the Presidency of Turkey, she plays a leading role in shaping inclusive, accessible, and forward-looking public services. Her journey into customer experience (CX) is grounded in…

Hassan Ibrahim is an Advisor at Qatar’s Civil Service and Government Development Bureau and a former Government Development Executive and Deputy Chairman of the Qatar Government Excellence Award (2022–2023). He supports government-wide efforts to modernize service delivery and embed a culture of continuous improvement. In this Trailblazer profile, Hassan shares…

Helelyn Tammsaar led Estonia’s Public Sector Innovation Team from 2019 to 2025, bringing a unique lens as both an anthropologist and systems thinker. Her work focused on embedding human insight into policy and service design across government. Under her leadership, the team delivered award-winning projects recognized nationally for their impact…

In this special edition of the GovCX Journal, Setal Morzaria, Associate Director of Digital Products and Services at the City of Vancouver, shares with us her vision and leadership contributions in advancing human-centric approaches in the public sector. Explore Case Study: Building a Global Community of Practice for Human-Centric Transformation…