America by Design: Modernizing Government Services and Opportunities in Technology
In August 2025, President Trump signed an executive order titled “Improving Our Nation Through Better Design,” establishing the new “America by Design” initiative. The order aims to enhance both the digital and physical experiences of government services and facilities, signaling a major modernization effort focused on design, technology and user experience.
At the center of the initiative is the creation of a National Design Studio and the appointment of the nation’s first Chief Design Officer, Joe Gebbia, former Airbnb co-founder and Department of Government Efficiency (DOGE) associate. Under Gebbia’s leadership, the National Design Studio will operate as a temporary organization for three years with a mandate to reduce duplicative design costs, standardize design systems and dramatically improve public interactions with government services.
Agencies are directed to collaborate with the Chief Design Officer to modernize websites and physical interfaces, update the U.S. Web Design System (USWDS) and ensure government-wide compliance with the 21st Century IDEA Act. The initiative represents a doubling down on the administration’s ongoing focus on modernization, efficiency and customer experience, an agenda previously advanced under DOGE.
Recently, the White House took an early step by registering a new government domain, techforce.gov. While its ultimate purpose remains unclear, it emphasizes the administration’s intent to brand and coordinate modernization efforts under a cohesive federal technology identity. As the initiative gains momentum, technology vendors and partners will play a critical role in shaping how Americans experience government services.
Opportunity for Technology
The “America by Design” initiative touches nearly every aspect of how citizens interact with government, creating demand for a broad range of technology and service capabilities. This includes opportunities in key areas such as: digital experience modernization, design systems and integration and data-driven continuous improvement.
Digital Experience Modernization
At its core, “America by Design” is about delivering government services that work better for the people they serve. This creates immediate opportunities for IT companies who specialize in modern, mobile-first and user-centered solutions.
Agencies will likely be seeking partners to:
- Redesign and consolidate websites for improved usability and accessibility.
- Implement responsive design and mobile optimization to reach citizens wherever they are.
- Integrate analytics and testing tools to measure improvements in user satisfaction and task completion rates.
Vendors and partners that combine UX expertise with technical implementation, including accessibility compliance, and agile delivery, will be well positioned to support agency missions. Delivering measurable improvements in usability and citizen engagement will also help vendors and partners stand out in upcoming procurements.
Design Systems, Integration and Compliance
A major goal of the initiative is to standardize and simplify how agencies design and maintain their digital and physical services. This opens the door for vendors and partners that can provide modular design systems, component libraries and integration capabilities aligned with federal requirements.
Opportunities could include:
- Supporting updates to the U.S. Web Design System (USWDS) and agency-level design frameworks.
- Building or integrating shared component libraries that reduce duplication and improve consistency.
- Offering accessibility and 21st Century IDEA Act compliance solutions, including automated testing and remediation tools.
- Providing secure, scalable cloud infrastructure and API integration to connect modern interfaces with legacy systems.
By combining design, compliance, and integration, technology companies can offer agencies modernization solutions that improve both front-end usability and back-end performance.
Data, Analytics and Continuous Improvement
The National Design Studio and participating agencies will need to measure the success of their modernization efforts in clear, data-driven terms. This creates opportunities for vendors and partners offering analytics, monitoring and optimization tools that help agencies understand how citizens interact with redesigned services.
Potential opportunities include:
- User analytics platforms to track engagement, accessibility, and performance metrics.
- Feedback and experimentation tools to enable continuous improvement.
- Cost-savings analysis and dashboards that demonstrate the return on modernization investments.
Vendors and partners that can help agencies quantify outcomes, showing measurable improvements in efficiency, usability and engagement will be best positioned for success.
Looking Forward
The “America by Design” initiative represents a shift in how the federal government approaches design, technology, and public experience. It challenges agencies and their partners to deliver services that meet 21st-century expectations where they have fallen behind. Technology companies should align their offerings with the initiative’s central themes: improving customer experience, reducing costs, and ensuring accessibility and compliance. Vendors and partners that can combine design thinking with secure, scalable technology will lead the way in helping to create a government that not only looks better but also works better and serves better.
To get more TD SYNNEX Public Sector Market Insight content, please visit our Market Intelligence microsite.
About the Author:
Nikki Hamlin is a senior analyst on the TD SYNNEX Public Sector Market Intelligence team covering trends across the federal market. Nikki has more than 8 years of experience in federal procurement research and analysis, providing critical insights to support businesses in making informed decisions across civilian and defense agencies.
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