The Behavioral Dividend : Solving the ‘Last Mile’ Problem in Digital Government

Report by The World Bank: “Digital technologies have significant potential to accelerate progress toward the Sustainable Development Goals, yet many government digital services fail to achieve widespread adoption because they are designed around administrative processes rather than user needs. This report examines how behavioral barriers create a “lost path” for users, resulting in low awareness, poor uptake, high dropout rates, and limited repeat use of digital services. It introduces Behavioral User Journey Mapping (BUJM) and the COM-B Model (Capability, Opportunity, Motivation, Behavior) as practical tools for identifying and addressing user pain points throughout the service journey. Drawing on case studies from around the world, the report demonstrates how behavioral science can improve service engagement, increase completion rates, and enhance user trust. It concludes with recommendations for user-centered design, iterative testing, inclusive service development, and behavioral performance metrics to help governments successfully close the “last mile” gap in digital government…(More)”.