Situation
We tackled a complex project involving multiple government bodies. The project was called "Help to Save", a government-backed savings account aimed at assisting working households with low income. They were working against a ticking clock, with a government review looming over them, and doubts about their readiness to pass the Government Digital Service (GDS) assessment started creeping in.
Task
Our primary task was to join this project and ensure its completion whilst maintaining solid documentation of the User-centred Design approach that could stand up to the scrutiny of the GDS assessment. The project's success hinged on several factors, including:
Managing diverse Government bodies
Designing optimal patterns for displaying information
Developing a compelling communication strategy
Action
The journey began by identifying key stakeholders and understanding the dynamics of the project. We attended numerous meetings, noting patterns of interaction and power relations. We then shared research findings with key stakeholders, explaining the potential consequences of inaction.
Our efforts were centred on the user, utilising evidence-based methods to inform our decision-making. We leveraged multiple evidence and data sources, from web analytics and heatmaps to in-depth interviews and usability testing.
We also sought to foster an empathetic environment amongst the teams: HMRC, National Savings & Investments (NS&I) and Atos. Each team brought unique objectives and interests to the table, which sometimes led to friction. By understanding each other's needs and constraints, we shifted from a confrontational to a collaborative relationship, which was essential for the project's success.
The rapid pace of our project didn't allow for designing and testing novel solutions. So we borrowed proven design patterns from the banking industry, conducted heuristic analyses, and created and iterated a prototype for usability testing.
Results
Our collaborative, evidence-based approach paid off. We delivered a fully functional prototype ready for the GDS assessment. We met the 18 standards set by the GDS in our first attempt and won three awards at The Financial Services Forum Product and Service Innovation Awards 2019, including:
Financial Inclusion
Investments
Customer Service
We succeeded in creating a new service that was not just practical and helpful for low-income households but also one that achieved widespread recognition. All this was done while fostering a collaborative environment across multiple departments and placing the user at the heart of the design process.
This case study showcases the power of collaboration and empathetic understanding in managing complex UX design projects. If you are looking to harness the power of UX in your projects, feel free to connect. Let's create award-winning, user-centred designs together.
