The Digital Strategy for Scotland commits us to delivering personalised public services that are flexible, accessible, and responsive. A part of this, the Scottish Government is developing a mobile app that lets users access government services easily through their mobile device.

We plan to use personalisation to:

Make it easier for people to navigate public services in Scotland.
Increase people’s awareness of what public services they are eligible for.
Reduce the administrative burden of people having to re-enter the same information across multiple services.

But to ensure the success of personalisation, we must mitigate the risks associated with it.

We have developed a set of ethical personalisation principles to guide our early work in this space.

I will present about this work as part of Services Week 2026, on Thursday 2 July from 3pm to 4pm. This session will introduce our work developing these ethical personalisation principles and outlines our next steps.

Full Services Week schedule including details on how to join this session (Google Docs).

Services Week 2026.

Tag: service design

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Ethical personalisation of public services — Talk at Services Week