This paper explores different cultures of rendering public services and argues for a transition from a purely bureaucratic or service-oriented one to a culture rooted in the human rights based approach (HRBA). It explores recent data from Ukraine and describes experience of designing a technical assistance project that supports creation of inclusive electronic services for citizens. The paper highlights preliminary lessons learned from this process, presents recommendations for development practitioners, and makes a case for greater involvement of national human rights institutions into planning, design, and reengineering the citizen-oriented electronic services.