National Services UX Redesign

National Services UX Redesign

The problem

A national services platform of tens of citizen-facing journeys and millions of monthly visits had grown over years without a coherent design system. Each service team shipped its own patterns. Discoverability was poor. Mobile 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 that combined 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 most traffic now arrives on mobile.
• Accessibility to WCAG 2.1 AA, tested with screen-reader users rather than automated audits alone.
• 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.