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The problem

£mills of taxpayers money could be saved by making a single central government website that works for everbody.

My work

  • Service design lead
  • Prototyping
  • Usability testing
  • Design mentoring


Proof-of-concept led to the formation of GDS (top marks for stakeholder buy-in!), which saves £hundreds of millions per year (source)


We included a topical hero image of the 2012 Olympics in the design for the Alpha to help the project gain press coverage with screenshots. It worked!

My design work at the Cabinet Office began in the months before the formation of the Government Digital Service (GDS), working with a team of a dozen engineers on the Alpha.

The alpha was a proof-of-concept "single-domain" replacement for all central government sites. It demonstrated how it would be better at meeting users' needs and be millions of pounds cheaper than the outsourced departmental sites it could replace. I was part of the original 'skunkworks style team of just a dozen digital folk working covertly for three months in a disused government office.

Software engineers, designers, and content strategists, we produced several sections of published content and a few simulations of transactional services. The purpose was to win stakeholder buy-in from central government, and approval to establish a centre of digital expertise within government to build the site for real.




Design-workshopping the hell out of government.

With the alpha behind us, the team set forth to make the real GOV.UK website, starting small and iterating towards a public release about a year later once all the content was ready, and GDS had grown to being a fully fledged department able to take on the running of a large website.

Whilst much of the alpha was created based on our own knowledge and expertise, the team working on the beta relied more heavily upon the domain experience of specialists from across government, bringing the rest of government on the journey of digital transformation.

It was during this period that we started to think about transitioning the first transactional services to GOV.UK, and I moved to lead the design for transactions. I worked as the Cabinet Office stakeholder for departmental digital teams like Companies House and DWP, and being hands-on for some of the Cabinet Office's own services (read my case study of the Register to vote service).


Design of the Year

The GOV.UK beta won the Design Museum's Design of the Year award 2013!

& beyond

Introducing GOV.UK