overview
We conducted a Discovery-Alpha to research and design a guided pathway service aimed at helping users navigate a complex resolution process. Building on evidence from previous discovery work, we aimed to address the challenges users face when making important arrangements during a difficult life event.
We wanted to learn: Is it possible? Is it accurate? Is it valuable? Is it viable?
client
Major government department
role and duration
Interaction designer
Workshop facilitation, user research, wireframing, content and interface design, prototype development
Apr – May 2024 (8 weeks)
The problem
Users struggle to understand the options available to them, the pros and cons of each, and ultimately how to reach agreements for their specific situation.
How might we better support users to identify the right way to resolve their specific needs?
our hypothesis
We believe a guided pathway will improve the experience of users navigating their options during a difficult process, and will lead to an increase in attempting early resolution options.
our approach
Decision tree mapping
Subject matter expert reviews
Decision tree mapping
Prototype design
User research (round 1)
Prototype refinement
User research (round 2)
Decision tree mapping
Mapping the decision tree was our first step in answering whether it is possible to develop the logic path necessary to guide users to the right resolution option for their specific scenario and needs.
The mapping also enabled the design of the prototype for user testing, and supported review with subject matter experts for accuracy, and with policy and legal colleagues to assess viability.
We realised we needed to go through a process of reduction. From SME interviews, we identified two key variables that could be used to provide an initial list of suitable resolution options. We continued to refine the decision tree based on ongoing SME research to define the scope for the prototype.
Subject matter expert reviews
We ran a series of SME interviews to inform the decision tree and prototype design.
some key insights
SMEs liked the concept, but worried about the nuance involved in guiding people to the right option and whether this can be replicated digitally.
People will use a combination of resolution options. There is rarely a single option for everything.
Emphasis on simple, digestible content that helps people reach an amicable agreement early.
Prototype development
We used initial wireframes to explore how personalised content would be served to users. Stakeholder insights highlighted how content messaging is just as important as the resolution options themselves. We agreed on two guiding principles:
Transparency: ensuring users understand why they are being shown recommended options
Prioritisation: ensuring users still have access to other options
Using the decision tree logic, we created low-fidelity wireframes in a collaborative design tool, drafting questions, guidance content, and option and summary pages. Where possible, we repurposed content from trusted public sources.
We iterated the content design based on feedback from stakeholder reviews and insights from the external stakeholder decision tree reviews.
choosing the right prototyping tool
We initially built a clickable prototype using a government form builder, but found it too restrictive. For example, it lacked functionality for guidance content on question pages and had no support for a sidebar layout. We moved to Figma, which gave us the flexibility needed. We also produced a flat-screen chatbot prototype as an alternative to test with users. Both prototypes used GOV.UK Design System patterns and components in line with GDS standards.
User research
research goal
Evaluate whether a decision tree pathway can improve users’ experience of navigating their options.
study set-up
60 minute 1-1 usability tests
Remote sessions
2 rounds of testing across 2 weeks
Prototype, hypotheses and discussion guide updated between rounds
tasks and scenarios
Show us how they search for information online about their options
Identify options relevant to them via prototype and existing site
Review the chatbot design
continuously iterating
We made changes to the prototype after the first round of testing to gain richer insights and better inform our hypotheses. Changes included softening the language in some areas, adding more guidance on next steps, and updating the summary page to highlight a single recommended option initially, with expandable sections for secondary options.
analysis
We conducted collaborative analysis sessions with stakeholders to align insights with both user needs and business objectives, combining perspectives for a more comprehensive understanding of challenges and opportunities.
We also facilitated empathy mapping workshops to explore the emotional and cognitive experiences of users, capturing thoughts, feelings, and motivations at each stage of the journey. By involving stakeholders in these workshops, we ensured that emotional user needs remained central to the design process.
We created user personas enhanced with mindsets to track evolving user needs across the journey, alongside user journey maps to visualise how users search for information.
Accessibility walk-through
We engaged with accessibility specialists to address user needs, identify gaps in our understanding, and surface areas for improvement.
key take aways
Consider implementing helpline and other support features for the Assisted Digital route.
Majority of users may use mobile devices and so recommends swift transition from Figma to GOV.UK prototyping kit and ensure compatibility with assistive mobile technologies.
Proposed a “riskier” version of the prototype with only one-third of the text to accommodate users who may struggle with extensive reading.
Use everyday language in place of complex terminology
Recognising potential user impairments such as tiredness, stress or emotional upset and prioritising creating content that is easily digestible under these circumstances.
Consider collaborating with organisations with experience in chatbot accessibility.
Results
The user insights we captured shaped recommendations to enhance existing content discoverability and modernise the information architecture. Research revealed critical pain points in the current service experience, particularly around how users searched for and processed information, leading to targeted recommendations for streamlining navigation and ensuring users could find relevant, trusted resources more easily.
Research also highlighted gaps in emotional support throughout the journey, driving the development of new content and service touchpoints to address unmet needs.
Our outputs shifted stakeholders’ focus from static to dynamic user needs, prompting a more holistic rethink of the service. This initiated a new discovery phase and encouraged a more agile, user-centred approach to future development.
The insights informed prioritisation of future design work, laying the groundwork for further exploration of pain points across multiple user scenarios and personas.
Key learnings
Balancing Discovery with prototype delivery: A major challenge was balancing the exploratory nature of a discovery phase with the requirement to deliver a clickable prototype by the end of the project. We learned how to maintain the integrity of user-centred design while meeting strict deadlines, ensuring the prototype reflected real user needs.
Dynamic user needs: Users’ needs evolve significantly throughout a complex personal journey. By tracking these shifts, we created more responsive and adaptable solutions, highlighting the importance of designing for dynamic rather than static requirements.
Iterative testing is essential: Multiple rounds of user testing allowed us to continuously refine designs and validate assumptions, providing crucial insights into how users engage with information.
Collaboration drives success: Close collaboration with SMEs and stakeholders was vital in aligning user needs with policy and legal constraints, ensuring solutions were both practical and user-focused.
Details have been generalised to respect client confidentiality.