When we think about UX, we often think about apps, websites, and digital products. But UX goes far beyond the screen.

As part of a graduate course on User Research and UX Principles, I had the chance to talk with two public sector professionals—one from the City of Fredericton, and the other from the Government of New Brunswick (GNB)—to learn how UX is practiced in large, real-world environments.

What I found was both eye-opening and inspiring: UX is not just about pixels and interfaces. It’s about people, systems, and values.

UX in the City: Designing for Citizens, Not Just Users

My first conversation was with a senior executive from the City of Fredericton. What struck me immediately was how differently they framed UX. It wasn’t about digital metrics or clicks—it was about citizen experience.

“UX, to us, is about how people interact with our services—from a parking meter to a public event. It’s about retention and satisfaction.”

They view UX as a service experience, touching everything from event pages to long-term urban planning. As the city grows more diverse, so do its design needs—which makes human-centered design more essential than ever.

But there are real challenges:

• Bureaucratic delays slow down design implementation.
• Budget constraints limit research and iteration.
• Lack of representation means that certain voices don’t always make it into the decision-making process.

Still, the intent is clear: they want to build services that truly work for the people who live there.

UX at the Government Level: A Strategic, Inclusive Process

My second interview was with the Principal UI/UX Designer at the Government of New Brunswick. Here, UX is more formalized, woven into digital transformation efforts across departments.

They use a Human-Centered Design (HCD) approach paired with Agile development, which gives them both depth and flexibility. There’s an intentional focus on accessibility and inclusivity—but again, there are friction points.

“Sometimes, functionality gets prioritized over inclusivity. Accessibility is still seen as an add-on, not the starting point.”

UX is applied early in the design process where possible, but Agile cycles often mean evaluations happen post-launch. There’s a constant tension between efficiency, cost, and user-centered thinking.

Some of their strategies stood out to me:

• Educating stakeholders on why UX matters
• Integrating accessibility into planning, not just compliance

Key Takeaways: UX as a Public Good

These conversations reshaped how I think about UX. It’s not just a tool for increasing engagement or conversions—it’s a public good.

In the private sector, UX often guides users toward goals that benefit the business. In government, the role is different. UX is about removing barriers. It’s about making essential services easier, more inclusive, and more responsive to the diverse needs of the people they serve.

And it’s not always easy. Both conversations revealed how deeply UX is impacted by institutional structures, resources, and culture. But they also showed me how committed some leaders are to making it work anyway.

Moving Forward: A New Perspective on UX

Before this, I mostly thought of UX in digital terms. These interviews expanded my perspective. UX is everywhere—on paper forms, in policy processes, even in how a city communicates with its people.

As I move forward in my UX journey, I’ll carry this broader lens with me. I want to design not just for users, but for communities.