Our Approach to Digital Service Design
We follow the proven user-centred design methodology established by GOV.UK, ensuring every digital service we create meets the highest standards of usability, accessibility, and user satisfaction. Our approach is built on the principle that great digital services start with understanding user needs and iterating based on real user feedback.
The Four Stages of Service Development
Discovery Phase
Understanding the problem before designing the solution
During Discovery, we work closely with your team to understand the real user needs and business challenges. This phase typically lasts 8-12 weeks and involves:
- User research – Interviews, surveys, and observational studies to understand your users’ goals, pain points, and current behaviours
- Stakeholder mapping – Identifying all the people and teams who will be affected by the service
- Technical constraints analysis – Understanding existing systems, compliance requirements, and technical limitations
- Problem definition – Clearly articulating the problem we’re solving and why it matters to users
- Success metrics identification – Establishing how we’ll measure the success of the service
Outcome: A clear understanding of user needs and a recommendation for how to proceed to Alpha.
Alpha Phase
Building and testing prototypes to validate our approach
Alpha is where we start building and testing our ideas with real users. This phase typically lasts 6-10 weeks and focuses on:
- Rapid prototyping – Creating multiple versions of key user journeys to test different approaches
- User testing – Regular sessions with real users to validate our design decisions
- Technical architecture – Exploring different technical approaches and integrations
- Service design – Mapping out the end-to-end service, including offline elements
- Accessibility testing – Ensuring the service works for users with different needs and abilities
- Iteration based on feedback – Continuously improving the service based on user insights
Outcome: A tested prototype that proves our approach works for users and is technically feasible.
Beta Phase
Building and testing the live service
Beta is where we build the full service and test it with a limited number of real users. This phase typically lasts 12-16 weeks and includes:
- Full service build – Developing the complete service using the GOV.UK Design System approach
- Private beta testing – Testing with a small group of invited users
- Public beta launch – Opening the service to all users whilst keeping the old service running
- Performance monitoring – Tracking user behaviour, completion rates, and technical performance
- Continuous improvement – Regular updates based on user feedback and data insights
- Accessibility compliance – Meeting WCAG 2.1 AA standards and conducting accessibility audits
Outcome: A fully functional service that meets user needs and is ready for full launch.
Live Phase
Running and continuously improving the service
Once the service goes live, our work focuses on continuous improvement and maintenance:
- Performance monitoring – Regular analysis of user behaviour and service performance
- User feedback collection – Ongoing research to identify improvement opportunities
- Feature development – Adding new functionality based on user needs and business priorities
- Accessibility maintenance – Ensuring the service remains accessible as it evolves
- Technical updates – Keeping the service secure and up-to-date with latest standards
- Regular service assessments – Ensuring the service continues to meet user needs and government standards
Outcome: A service that continues to meet user needs and evolves with changing requirements.
Our User-Centred Design Principles
Start with User Needs
Every design decision we make is based on evidence of what users actually need, not what we think they need. We conduct regular user research throughout all phases of development.
Do the Hard Work to Make it Simple
We take complex processes and make them simple for users. This often means doing more work behind the scenes to create a seamless user experience.
Design with Data
We use analytics, user feedback, and performance data to make informed design decisions and continuously improve the service.
Iterate Based on User Feedback
We build, test, learn, and iterate. Every service we create is continuously improved based on real user feedback and behaviour.
Make it Accessible
We design for everyone, ensuring our services work for users with different needs, abilities, and circumstances.
Build for Inclusion
We consider the full range of users from the start, including those who might be digitally excluded or have additional support needs.
Working with Government Standards
All our work follows established government design standards:
- ✓ GOV.UK Design System – Using proven components and patterns
- ✓ Government Digital Service standards – Meeting all 14 service standards
- ✓ WCAG 2.1 AA compliance – Ensuring accessibility for all users
- ✓ Security standards – Following government security and data protection requirements
- ✓ Open source approach – Building services that can be shared and improved by the wider community
Why This Approach Works
This user-centred design approach has been proven to deliver:
Higher User Satisfaction
Services that actually meet user needs
Better Completion Rates
Users can successfully complete their tasks
Reduced Support Costs
Clear, simple services need less support
Improved Accessibility
Services that work for everyone
Faster Delivery
Iterative approach reduces risk and delivers value sooner
Better Value for Money
Building the right thing, not rebuilding the wrong thing
Ready to Transform Your Service?
Contact us to discuss how we can help you create digital services that truly work for your users.