City of Midland, Texas

In 2023, the City of Midland took significant steps to modernize its website, focusing on improving usability and accessibility for its residents. Prior to leveraging CivicPlus®, its website lacked dedicated oversight and the responsibility was often passed between various teams. To address this, Midland hired its first UX Designer, implemented a CivicPlus Municipal Website, SeeClickFix 311 CRM, and launched an AI chatbot named Jacky. These tools have streamlined city services, making it easier for residents to report issues, access information, and engage with city services online. In an effort to bring digital transformation to its operations, the City also removed outdated content, revamped the backend of its website, and tracked user data through Google Analytics to make informed, data-driven decisions. By expanding the UX team to four designers in early 2024, Midland underscored its commitment to user-centered design and a cohesive digital experience.

The introduction of its CivicPlus Municipal Website, SeeClickFix 311 CRM, and the AI chatbot has significantly improved the way residents interact with the City’s services, offering 24/7 access to accurate information. These innovations, along with a dedicated UX team, have simplified processes such as reporting issues and applying for services, reducing frustration and increasing engagement. As Midland continues to prioritize user experience and web accessibility, the city plans to develop a cohesive design system, expand community feedback loops, and ensure its website remains a reliable hub for information and civic engagement. This proactive approach reflects Midland’s transformation into a digitally focused city committed to service excellence and enhancing the quality of life for its residents.