Promoting digital equality in co-production: The role of platform design

Governments are increasingly using digital platforms to integrate citizens in public service delivery. However, research indicates that digital co-production initiatives are not reaching all groups of society equally. We investigate the role of gender and platform design on the intention to participate in co-production by conducting a pre-registered survey experiment with a sample of individuals in Zurich (Switzerland). By drawing on social identity theory, research on gender-inclusive language, and the design of web interfaces, we developed and tested five different designs of a digital platform run by the city of Zurich, which differ in visual and verbal elements. We show how small design modifications on the user interface are increasing women's intentions to use the platform and propose the best gender-neutral option. Our results expand and update the empirical evidence on digital inequalities in citizen co-production and provide insights for public service producers who strive to increase the participation of specific social groups and develop more inclusive platform designs.