Baby, welcome to the world!



Policy areas

Organisation name Office for Information Technologies and eGovernment

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Contact person: Milan Latinović


The ‘Baby, Welcome to the World!’ (eBaby) service emerged in Serbia in response to a legislative push for a ‘Once Only’ principle. This principle aimed to streamline public services by leveraging existing data and minimising the need for citizens to repeatedly provide the same information. Recognising the burden placed on parents by traditional newborn registration procedures, Serbian authorities prioritised this life event for service optimisation.


The project aimed to simplify and expedite the administrative processes surrounding newborn registration. Previously, parents had to navigate a complex web of government agencies, often waiting for hours to complete required procedures. eBaby sought to replace this cumbersome system with a user-friendly, one-stop service offered directly in maternity wards.


The eBaby service roll-out occurred in two stages. The initial phase provided basic newborn registration in a limited number of hospitals. Based on user feedback and experience, the service expanded in 2018 to encompass parental allowances, additional local benefits and universal availability across all maternity wards in Serbia, including private facilities.

A crucial aspect of eBaby’s success involved collaboration. Extensive consultations were held with both service providers and potential users to identify bottlenecks and optimise procedures. User research included interviews with hundreds of parents to understand their experiences and inform them of service improvements. Additionally, consultations with service providers ensured a comprehensive understanding of existing workflows and inefficiencies.

To ensure inclusivity and accessibility, eBaby opted for a nurse-driven approach. With parental consent, nurses electronically enter basic information into a secure system, triggering all birth-related services simultaneously. This eliminates the need for parents to visit various agencies, reduces paperwork and ensures service availability regardless of literacy or technological fluency. Notifications and documents, including the baby’s health insurance card, are delivered free of charge to the parents’ home address.

The design of eBaby also prioritised data privacy. Unlike the previous paper-based system, eBaby forms only collect essential information, minimising the exposure of sensitive data. This ensures a more secure and privacy-conscious experience for parents and newborns.

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