Good content design allows people to do or find out what they need to from government simply and quickly using the most appropriate content format available. It is based on research into GOV.UK user behaviour, analytics and feedback.
Government has a tendency to publish content that is more focused on what it wants to say than what the user needs to know. This makes content difficult to understand and act on.
This can result in frustrated users (citizens, businesspeople and even government experts) who cannot find the information they need or complete the tasks they come to GOV.UK for.
We can avoid this on GOV.UK by basing what we publish on research into user behaviour and what users actually need.