Digital.nsw Accelerator (DNA)

The Digital.NSW Accelerator (DNA) enables Digital Government transformation by designing and building services that connect key life journeys, delivering all-of-government core components and growing our technical and digital capability across the sector. 


Putting the citizen at the heart of everything we do, the DNA views digital solutions in a broad context. Our approach is to design services around a user’s needs, services that can be accessed in a variety of ways according to the user’s choice. 

Service Offerings

Life Journey Mapping

We map the full experience of citizens through significant life journeys, like end-of-life, retirement or starting a family, using a holistic, user-centred approach. That way we can better understand and meet citizen needs and go beyond the limitations of focusing on a single step, service or agency view. 

We are committed to bringing together government and non-government agencies, the private sector and not-for-profits to gain a common understanding of citizen pain points, which allows both agencies and the private sector to collaborate and design services that will provide a direct benefit to the people of NSW. 

Prototype Development

We test the validity of new products or services through accelerated prototype design, development and market testing so that our agency stakeholders can make informed decisions about the validity and usability of that product or service before committing funding. 

Core Components & Platforms

We build out core government components and platforms. 

Strategic Enablement

We guide strategic programs of work by applying our design thinking, agile delivery and team coaching skills. 

Capability Uplift

We empower teams, agencies and leaders set their projects up for success by providing workshop facilitation, program direction, digital skills coaching and training. 

Read more about our service offerings

Inflight Projects

Life Journeys

The NSW Government’s Customer and Digital Council identified the ‘end of life’ journey as a priority area.  

Given the complexity and size of the ‘end of life’ journey, the team has divided it into more logical and manageable slices, as follows: 

  1. Death and ceremony 
  2. Estate management, and 
  3. Planning, grieving and support networks. 

The project team are currently focused on the ‘death and ceremony’ slice and have undertaken research and idea generation with citizens, agencies and service providers. The next stage is to test some of these ideas to determine how they might be taken forward.

Read more about work on the end-of-life journey.  

My Community Project 

This project is all about local ideas, local projects and local decisions. Citizens submit project ideas for funding, that will benefit their local communities. The ideas can be for new playground equipment, sports facilities, paths or ramps to improve access or projects to reinvigorate an empty space in your community. Project applications open 2 April 2019 and will close on 15 May 2019, after which time the project ideas will be voted on between 15 July to 15 August 2019.

Read more about My Community Project

School Enrolment 

This project is a joint initiative between Department of Education (DoE) and the DNA to digitise the mainstream enrolment application process and improve the experience of schools and parents. An early version of the service has been tested successfully so now the DNA is supporting the DoE to deliver a pilot to a select number of schools.  

Rules as Code 

This project is about applying human-centred design thinking to legislation and other rule-making in NSW. It’s an opportunity to rethink and modernise the policy process. We think we can make legislation, regulation and policy easier for the people of NSW to understand and apply. And we can make these rules machine-readable so they can be applied in ways that make compliance easier.

Read more about Rules as Code

Operating Model

Diagram of the DNA Labs process from engagement to enablement.
Visualisation of the operating model.


The DNA takes a design-thinking approach, which usually follows five key phases:  

Mobilise: bringing the right people together and establishing roles, responsibilities and ways of working 

Discover: undertaking field and desk-based research to gather rich quantitative and qualitative data that will help us understand the full context of a problem 

Alpha: testing ideas and applying user research to determine which approach works best, iterating the solution as we learn more 

Beta: defining and building a first release, gathering user feedback to improve the product or service 

Scale: implementing and delivering the product or service, with processes in place for continued operation and improvement 

Read more about our operating model.  

If you’d like to get involved or find out more about the DNA, please contact us at
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