Customers succeed on their first try without any help
- Services are easy to find and simple to navigate.
- Follow consistent patterns to build and embed familiarity.
- Design for digital, don't just convert paper into an electronic format.
- Use clear and concise language that is recognisable to the customer group.
- Minimise customer effort by:
- Only collecting necessary information.
- Removing duplication, information should only be asked for once.
- Pre-populating information already known.
- Allowing them to pause during an interaction and come back to it later, their work is not lost.
- Appropriate support is available in the context of the task being done instead of being migrating to another page.
- Ensure the transition between different services is as seamless as possible, including digital and non-digital.
- Ensure policy and legislative settings aren't driving complexity and non-digital services.
Why it matters
Making services easy to access and use is crucial because complexity can confuse customers, increase their fear of making mistakes, and lead to frequent requests for help often via costlier channels. Unnecessary barriers add time, stress, and cost, making interactions with the government more difficult and frustrating. Simplifying services helps build trust, reduces stress, and ensures a smoother experience for everyone.
The Digital Service Design Standard principle 1 articulates why it matters well:
When you create services which are simple to use and intuitive enough that users succeed the first time, it builds trust and increases uptake of the digital channels. All users should be able to complete the task your service provides as quickly and easily as possible.
By encouraging people to choose a digital service wherever possible you will:
- save money by reducing the number of people using non-digital channels, such as call centres
- help users to develop their digital skills
- give better support to those who can’t use digital services on their own.