National Services UX Redesign

National Services UX Redesign

The problem

A national services platform — tens of citizen-facing journeys, millions of monthly visits — had grown over years without a coherent design system. Each service team shipped its own patterns. Discoverability was poor. Mobile experience lagged the desktop experience that had been built first. Accessibility was inconsistent across journeys.

The mandate: a research-led redesign that lifts the experience across the most-used journeys, supported by a real design system the platform's many teams can build on.

The approach

A design-led engagement combining research, system design, and selective re-implementation.

• User research with real citizens across age, ability, and digital-literacy bands — the friction map drove prioritization.
• Design system — components, tokens, layout primitives, and accessibility rules, shipped as a single source of truth.
• Mobile-first refit of the highest-traffic journeys, since the majority of traffic now arrives on mobile.
• Accessibility to WCAG 2.1 AA — tested with screen-reader users, not just automated audits.
• Engineering handoff designed for the platform's real team structure — multiple service teams, one design system.

The impact

• Task completion up 45% across the redesigned journeys.
• Mobile traffic up 70%, driven by the experience finally working on the device citizens actually use.
• WCAG 2.1 AA across the redesigned scope, raising the floor for the rest of the platform as teams adopt the system.

The platform now has a coherent design system that scales across teams — and the highest-impact journeys feel like one product instead of thirty.