Around the world the modern government agency is required to rethink its relationship with citizens and to start treating them like customers. For some agencies this represents a radical shift in how it sees the citizen and how it sees itself as an instrument of government policy. It can be argued however that while moving from citizen to customer poses risk to traditional public sector operating models it is in fact more aligned to the way a contemporary Westminster democracy should work. Such a radical shift however can require a new way of thinking. Agencies are therefore turning to the principles of Human Centred Design (HCD) to better deliver to the needs of their customers and stakeholders. In doing so creative and innovative solutions are being developed to common problems from hospital design to safer public spaces. To support this a new 4E’s© model is proposed to help guide agencies through what is for some uncharted territory.