On Monday evening, Carrie 
Bishop, chief digital services 
officer for the City and County 
of San Francisco, spoke on 
promoting 
technological 
change in government at the 
Ford School of Public Policy. 
The talk was co-sponsored 
by the Public Policy School’s 
Science, 
Technology 
and 
Public Policy program and 
the School of Information.
Bishop 
moved 
to 
San 
Francisco from the United 
Kingdom 
in 
2017. 
Before 
coming to the U.S., Bishop 
worked for local government 
for 
four 
years 
until 
she 
helped create FutureGov, a 
design consulting and service 
company. Bishop currently 
works with improving the 
web services provided by the 

city of San Francisco to be 
more user-friendly. She is a 
part of an effort to make all 
city forms available to users 
online.
“We know if something’s 
not 
aligned 
within 
an 
organization as a customer, 
and I think that is becoming 
more and more prevalent,” 
Bishop 
said. 
“We 
need 
to 
think 
about 
customer 
experience as the entire end-
to-end, not just the bit that 
people experience when they 
call us or when they come on 
our website.”
Bishop 
explained 
the 
three 
levels 
of 
media 
change as transformational, 
transactional 
and 
tweaks. 
She said tweaks are small 
changes made to websites 
while transactional changes 
make 
the 
websites 
easier 
for 
individuals 
to 
engage 

within a complex system. 
Transformational 
changes 
fundamentally alter the use 
of the media service.
In addition to speaking 
about the levels of media 
change, 
Bishop 
discussed 
four main models for change 
in government media.. Each 
model has an increasingly 
higher 
level 
of 
financial 
risk and more expenses, but 
Bishop said she has seen all 
models 
result 
in 
positive 
changes.
By the time she is finished 
in 
San 
Francisco, 
Bishop 
hopes to have all city forms 
available to residents online. 
Her team is currently creating 
forms that will eventually 
allow cannabis distributors 
to 
register 
their 
business 
online 
and 
affordable 
housing applicants to submit 
their 
applications 
directly 
through the city website. 
Bishop said this enables 
accessibility to those who 
may have trouble traveling 
to the location of the city 
department 
to 
turn 
in 
forms on time.
“We’re 
trying 
our 
hardest to address income 
disparity 
through 
our 
work by making sure that 
everything we’re designing 
is fully inclusive,” Bishop 
said. “For example, a lot 
of 
people 
think 
about 
accessibility as a disability, 
but I would encourage you 
to widen your perspective 
and think about it across 
the board. So not just 
making 
sure 
that 
our 
website is ADA (Americans 
with 
Disabilities 
Act)-
compliant 
and 
fully 
accessible to people with 
screen readers, but going 
beyond that to things like 
language access.”
In five years, Bishop said 
she is aiming for her team 
and job to be irrelevant. 
She said she wants the 
city and department to be 

able to organize city forms 
themselves.
“Don’t ever think that if 
you’re on a project redesigning 
a form for government that 
your work is unimportant 
because you are just designing 
a form, because this changes 
people’s lives,” Bishop said. 
“The idea of a form is that 
it applies consistency and 
fairness to a process. We’re 
asking everyone for the same 
information, we’re putting 
them all through the same 
process. Forms are incredibly 
integral within government 
as an idea of fairness.”
Amelia Esenstad, a Public 
Policy graduate student, said 
she learned the importance of 
digitizing government forms 
from Bishop’s presentation.
“I thought the talk was 
very interesting because it 
is a good reminder of the 
importance of changing how 
government works and serves 
its residents to address a lot 
of the really challenging, 
difficult policy problems that 
government has designed to 
be helping with,” Esenstad 
said. “I think more cities and 
states should be doing similar 
work to what San Francisco is 
doing.”
U-M alum Harsha Devaraj 
said 
he 
enjoyed 
learning 
about the fairness of forms. 
Bishop’s new definition of 
digital 
media 
influenced 
Devaraj’s thoughts of media 
services.
“I 
liked 
the 
general 
definition 
of 
new 
digital 
services 
because 
it’s 
responding to 21st-century 
tools,” 
Devaraj 
said. 
“Initially, we used to think 
of customer services being in 
the front end and everything 
else was pushed to the back, 
but thinking about customer 
services as being the whole 
package, because people feel 
the impact of the whole thing, 
should all be part of that 
definition.”

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