In summary:
- Public services must be designed around users’ diverse needs, ensuring accessibility and inclusion from the outset.
- Embedding user-centred design across service delivery leads to better outcomes and greater social value.
- A practical, collaborative approach—grounded in real user insight—helps public sector organisations modernise responsibly and effectively.
Every lived experience is unique. That’s why when it comes to public services there’s no such thing as ‘one-size-fits-all’ - only services that are fit for all.
In today’s digital world, public services must work for everyone - regardless of background, ability, or circumstance. They need to be intuitive, inclusive and accessible by design. As the Government Digital Service notes: “What is unique about government is the scale of the public sector and the scale of the impact on every person in the country.”
We believe that all public services should be designed around the people who use and deliver them. That means understanding real-world needs and behaviours - of both citizens and the public servants who make those services possible. It's not just about what services do, but how they’re designed, delivered and embedded into organisational culture and strategy.
In a world of growing complexity and diverse user expectations, User-Centred Design (UCD) is essential. It ensures public services are effective, accessible and inclusive - and helps deliver meaningful social value, especially when it comes to equity and digital inclusion.
We help public sector organisations embed UCD across their entire operating model, creating better outcomes for everyone.
Why it matters: the scale and variety of UK public services
Millions of people interact with public services every day – from renewing passports and claiming benefits to reporting environmental issues and applying for grants.
With over 16.1 million people living with a disability in the UK, ensuring accessibility is not just a legal obligation - it’s a social imperative. Yet, recent accessibility monitoring found nearly 30,000 accessibility issues across more than 1,200 public sector websites and apps.
If a service isn’t accessible, it isn’t inclusive. And if it isn’t inclusive, it risks failing the very people it exists to support - undermining the broader social value public services should bring.
As Brian Wall, UK Accessibility SME at Sopra Steria, says:
“Disability and accessibility are not just a minority issue, but at different levels a majority need. Most people are not born disabled but face increasing levels of challenge as they age - whether that’s eyesight, hearing, mobility, dexterity or cognition. Accessibility is something we all need to consciously consider and build into the way we think and work to ensure true inclusion.”
Our approach to UCD
But we don’t stop at compliance. We help public sector organisations lead by example - putting people first and creating services that reflect today’s expectations and tomorrow’s challenges. This supports the wider social value aspects of public sector delivery, from digital equity to better service outcomes.
What makes our approach different?
Going beyond the standard
While we follow the GDS Service Standards, we’re also working to evolve them. One example is our ‘Discovery Plus’ approach, which helps close the gap between the Discovery and Alpha phases of a project.
We test out early ideas within a Discovery phase, using sketches and quick prototypes. It stops us focussing on the wrong problem, and nudges research in the right direction. For example, during our work for GambleAware, we quickly realised providing a map of different support paths would overwhelm people, rather than reassure them. So instead, we developed clear, user-centred design guidelines for providers. These focused on simplifying content, using consistent language, and reducing stigma—making it easier for users to navigate support options confidently.
Designed with users, not just for them
We involve users throughout the entire design lifecycle – not just during testing. Their lived experiences inform our discoveries and shape the solutions we deliver.
Where appropriate, we use participatory design methods to better understand users, hardness knowledge and share decision making. For GambleAware, we worked with an advisory group of people with experience of gambling struggles to sense-check our research findings.
Our customer centricity model (adopted by Google)
We bring a unique perspective shaped by our Customer Centricity model, developed in partnership with Google. This framework helps organisations embed customer-first thinking at every level - from strategy and leadership to service delivery and culture - ensuring that user insight drives long-term value and transformation.
Consistent design frameworks
We apply standardised accessibility, usability, and design principles to create inclusive and intuitive services that are easy to use and maintain.
Collaborative tools and processes
We maintain visibility and alignment across multi-disciplinary teams - supporting seamless communication and delivery.
Ongoing training and development
Our teams receive regular upskilling in the latest methods, technologies and inclusive design practices, so we stay ahead of evolving user needs.
UCD in practice
We’ve helped public sector clients like the Civil Aviation Authority and an independent charity, GambleAware redesign their services around the people they serve. Our work spans inclusive research, service design and customer experience transformation - modernising responsibly and building trust.
Explore our success stories:
Designing public services that work for everyone
The public sector has a powerful role to play - not just in delivering services, but in leading the way on ethical, inclusive and user-focused design.
Embedding user-centred design into strategy and delivery helps create services that truly serve everyone - and supports the broader social value that public services are meant to deliver.