The Social Security Administration(SSA) gets over 50 million hits a year (2006 data) to its website socialsecurity.gov. With that kind of internet traffic, SSA wanted needed to update and redesigned its website to make it more user friendly and usable. It is a matter of keeping up with current technology. Critics say SSA's old website was a product of inefficient design and outdated webpage browsing technologies. The new site, as SSA notes, "uses design principles in the industry by reducing [page] clutter, improving navigation, making better use of graphics, reducing the need to scroll down and prioritizing items on the page". SSA Commissioner Michael J. Astrue suggested in public comments that the web redo is SSA's new public face. It is an improvement in the agency's web design, but I wouldn't say SSA's website is a quantum leap in public service enhancement. How SSA is handling other more significant issues (like the disability backlog) is the real public face of the agency.
SSA's redesigned website divides the page into 5 topics representing SSA's 5 primary benefit service areas: Retirement, Survivors, disability, SSI and Medicare. SSA says that it "had several focus groups with members of the public and tested the new site for usability and compliance to ensure that those with disabilities could easily navigate its new Web site."
On SSA's website there is a short, online video that describes the new web changes. There is also a captioned version as well as a written transcript of the video for help people with visual and hearing disabilities. In addition, there is also a function that allows for larger print and there are different language versions of Social Security information for people with limited English proficiency.
There is a big reason that the Social Security needs a website that works better. SSA is pushing a lot of its service activities onto the web. This new site move toward accommodating more and more web- based services including applying for disability benefits and appealing SSA decisions that had been traditionally provided in SSA's local offices in face-to-face interaction with SSA representatives.
Demographics and economics are pushing SSA to become more internet savvy. Thomas Hughes, chief information officer at SSA, noted recently in an interview with Washington Technology that some 10 million people will retire in the next five years. SSA estimates this means 80 million baby-boomers will be eligible for benefits. Mr. Hughes does not expect SSA's workforce to grow along with the expanding base of customers(note this a current Administration policy decision of cutting the federal workforce that justifies his approach). Indeed the SSA workforce already been reduced by 7.1% in the last 5 years. Technology, Hughes says, is the only way to meet this demand. To that retirement surge add the Medicare Drug Prescription program, the staggering backlog of disability benefit cases and throw in a few Homeland Security functions and what we find is a huge mess. This mess IS the real public face of the Social Security Administration.
Instead of just relying on technology, the agency and Congress needs to budget some funds for additional workforce. Technology can make the process easier, but eventually in a human service organization you have to have humans giving service. It is hard fact to get around. The SSA programs are difficult to understand by design and are set up for SSA to be gatekeepers of the program. To abdicate that role in favor of seemingly broad-based, save-the-day kinds technological advances makes no sense.
Technically the new SSA website is a vast improvement over the older version, but keeping up with current web technology is no reason to spin this as some public service enhancement. It is not. Putting more and more of its SSA agency functions on the web works fine for people who are hooked up to the web. That is the fatal flaw. Many people who are aged and people with disabilities (SSA's major constituents) do not have access to the internet. Some people who are aged or disabled on limited fixed income just can not afford the $45 or so a month for an internet connection and purchase a computer system to get hooked up to the web. Too, it does little good, for example, to make it easy to appeal SSA decisions on the web if it takes 3 years of pencil whipping for that appeal to finally be decided. It is even more disturbing to learn that Social Security representatives have been instructed to "give priority to internet applications for benefits". Improvements to SSA's website should not mask the agency's fundamental service problems. It helps, but that is not the real service problem and the problem can't be solved by just a new website and a public relations spin on how great they are for recognizing the obvious.
If you have comments regarding the SSA's new site you can comment at new.homepage@ssa.gov.