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Putting users first 
The story of GOV.UK 
(ex)GDS*
In 2004 the 
government web 
went from a 
loosely 
coordinated 
collection of 
websites...
to something 
a bit simpler... 
Directgov Business Link
The web is now mainstream 
Users expect high quality service 
experiences 
And businesses know how to 
deliver them
REVOLUTION 
NOT EVOLUTION
GOV.UK has 
gone from 
this... 
directgov businesslink 
Directgov Business Link
...to a single 
domain 
GOV.UK 
Mainstream 
Users & 
Needs 
Specialist 
Users & 
Needs
Focused on user needs, 
not government needs
A relentless 
focus on 
user needs
Simpler
Clearer
Faster
Simpler 
Clearer 
Faster…….
Simpler 
Clearer 
Faster……. 
…..and loads cheaper
2012/13 
’s saved some money… 
£42 million 
In 2012/13 
In 2012/13 
IMN201012/13 
PSaarualh (ex)GDS 
GD**S 
IN
£50 million 
Estimated saving per year by 
replacing Directgov, 
BusinessLink, departmental 
sites and related organisatio...
E.g. 
Online: 22p 
Phone: £4.11 
Post: £6.62 
Digital by default 
20 x cheaper than phone, 30 x cheaper than post 
50 x ch...
GOV.UK is doing less
GOV.UK is doing less
It’s focussed on tasks, getting to the 
“quick do”
It optimises for the common case but doesn’t 
ignore the edge case
What does this mean 
for local government?
There are 140 
journeys from GOV.UK 
to local government
We need your help to 
make those journeys 
as good as possible
But equally importantly, there 
are things you can copy that 
we have learnt along the way
Putting users first: The story of GOV.UK | Louise Russell | December 2014
Putting users first: The story of GOV.UK | Louise Russell | December 2014
Putting users first: The story of GOV.UK | Louise Russell | December 2014
Putting users first: The story of GOV.UK | Louise Russell | December 2014
Putting users first: The story of GOV.UK | Louise Russell | December 2014
Putting users first: The story of GOV.UK | Louise Russell | December 2014
Putting users first: The story of GOV.UK | Louise Russell | December 2014
Putting users first: The story of GOV.UK | Louise Russell | December 2014
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Putting users first: The story of GOV.UK | Louise Russell | December 2014

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Presentation on GOV.UK as a single domain catering to both mainstream users and needs and specialist users and needs. Presented by Louise Russell, Head of Local Links and Programme, at Really Useful Day: Improving user journeys in Durham on 12 December 2014.

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Putting users first: The story of GOV.UK | Louise Russell | December 2014

  1. 1. Putting users first The story of GOV.UK (ex)GDS*
  2. 2. In 2004 the government web went from a loosely coordinated collection of websites...
  3. 3. to something a bit simpler... Directgov Business Link
  4. 4. The web is now mainstream Users expect high quality service experiences And businesses know how to deliver them
  5. 5. REVOLUTION NOT EVOLUTION
  6. 6. GOV.UK has gone from this... directgov businesslink Directgov Business Link
  7. 7. ...to a single domain GOV.UK Mainstream Users & Needs Specialist Users & Needs
  8. 8. Focused on user needs, not government needs
  9. 9. A relentless focus on user needs
  10. 10. Simpler
  11. 11. Clearer
  12. 12. Faster
  13. 13. Simpler Clearer Faster…….
  14. 14. Simpler Clearer Faster……. …..and loads cheaper
  15. 15. 2012/13 ’s saved some money… £42 million In 2012/13 In 2012/13 IMN201012/13 PSaarualh (ex)GDS GD**S IN
  16. 16. £50 million Estimated saving per year by replacing Directgov, BusinessLink, departmental sites and related organisation sites with GOV.UK
  17. 17. E.g. Online: 22p Phone: £4.11 Post: £6.62 Digital by default 20 x cheaper than phone, 30 x cheaper than post 50 x cheaper than face-to-face
  18. 18. GOV.UK is doing less
  19. 19. GOV.UK is doing less
  20. 20. It’s focussed on tasks, getting to the “quick do”
  21. 21. It optimises for the common case but doesn’t ignore the edge case
  22. 22. What does this mean for local government?
  23. 23. There are 140 journeys from GOV.UK to local government
  24. 24. We need your help to make those journeys as good as possible
  25. 25. But equally importantly, there are things you can copy that we have learnt along the way

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