Digital Outcomes and Specialists: digital outcomes capabilities

Descriptions of team capabilities on the Digital Outcomes and Specialists framework.

The public sector can use the Digital Outcomes and Specialists framework on the Digital Marketplace to find:

  • digital outcomes, for example the beta phase of an NHS booking system
  • digital specialists, for example service managers or developers
  • user research studios
  • user research participants

Digital outcomes suppliers provide teams to work on a digital service or product. They must be able to provide at least one team capability to be eligible to supply digital outcomes through the Digital Outcomes and Specialists framework.

You’ll see these descriptions of capabilities when you apply to provide digital outcomes.

Performance analysis and data

Interpret and use performance data to continuously improve services. Performance analysis involves measuring and interpreting data to see where and how a service can be improved. Ensure data can be used effectively across government and by the public.

Performance analysis and data includes:

A/B and multivariate testing

Improve product performance by agreeing a hypothesis, setting up or managing a testing framework, and evaluating the results. Read more about using data.

Data analysis

Examine, transform and model data to discover useful insights, suggest conclusions and support decision making.

Data cleansing

Detect and correct inaccurate or corrupt records from a record set, table or database. Collate and manipulate data into a usable format.

Data visualisation

Interpret data into meaningful graphics to help analyse and display data. Read more about data visualisation.

Performance frameworks

Set up key performance indicators (KPIs) and measure the progress of an organisation, programme, service or product against its goals.

Performance reporting

Present key performance data and analysis for a service or product. Read a performance analyst job description.

Statistical modelling

Create models to help understand relationships between different types of data and support decision making.

Web analytics

Measure, collect, analyse and report data on how people use a web service so that it can be improved.


Maintain the confidentiality, integrity and availability of services and information, and protect services against threats.

Security includes:

CESG information assurance certification

Offer services as a CESG Certified Professional - the government’s approved standard for cyber security professionals. CESG is now part of the National Cyber Security Centre.

Firewall audit

Ensure deployed firewall rules match security policies, and identify where the rules should be changed.

Incident response and forensics

Prepare for, and respond to a security incident. Determine what has gone wrong and how to resolve the incident. Understand and comply with forensic requirements.

Infrastructure review

Review infrastructure to ensure the hardware and software meets security policies, and is appropriately configured and patched.

IT health check

Conduct penetration testing using CESG-approved firms. CESG is now part of the National Cyber Security Centre. Read about the Check Scheme.

Risk management

Identify, analyse, document, mitigate and monitor the risks of a system.

Security policy

Evaluate and develop security plans and policies to protect digital assets.

Threat modelling

Take a structured approach to analysing the security needs of a system or service.

Vulnerability and penetration testing

Analyse and test a service for security problems. Read more about vulnerability and penetration testing.

Service delivery

Manage the development, delivery and communication of an effective, user-focused digital service.

Service delivery includes:

Agile coaching

Help individuals, teams and managers to be effective by embedding an agile culture. Read an agile coach job description.

Agile delivery

Support the delivery team by removing blockers to progress, facilitating discussion and helping the team to self-organise without imposing how work is done.

Business analysis

Specify, collect and present performance data and analysis for a product or service. Read a business analyst job description.

Digital communication and engagement

Develop or deliver a communications plan for a service or product which engages users across many channels. Read a blog post about agile engagement and the role of communications in delivering new digital services.

Product management

Lead the delivery and continuous improvement of one or more digital products or platforms.

Programme management

Manage and organise groups of related projects so they work together to achieve a strategic objective.

Project management

Motivate and manage a team, and plan and prioritise work to achieve project objectives.

Service management

Develop and deliver an effective user-focused digital service. Manage the full product lifecycle including user research, design, delivery and the continuous improvement of one or more transactional services or platforms. Read more about what a service manager does.

Software development

Develop and continually improve code, with a constant focus on how the service or product will be used.

Software development includes:

Application program interface (API) development

Design and evolve secure APIs.

Cloud-based service development

Understand how using the cloud might change an application’s architecture. Develop, deploy and maintain applications in the cloud where appropriate.

Content management system (CMS)

Build, maintain, customise and extend a CMS.

Customer relationship management (CRM)

Build, maintain, customise and extend a CRM system.

Database development

Build and maintain a persistent storage solution to meet the needs of the project or service.

Desktop application development

Build and maintain applications for desktop computers based on user needs.

Front-end web application development

Build and maintain the user interface of a web application based on user needs.

Game development

Develop games, for example for education or training.

Geographical information systems (GIS) development

Build and maintain GIS systems using open standards.

Machine learning

Understand a variety of machine learning techniques and apply them appropriately.


Implement and update mainframe technologies. Migrate away from mainframe applications and tools when appropriate.

Message queues

Design and implement systems using message queues. Understand the benefits of message queues and how they fit within a larger architecture.

Mobile application development

Build and maintain applications for mobile devices based on user needs.

Develop search systems that index content so users can find it. Structure search tools based on source data.

Systems integration

Implement or update an architecture across multiple systems. Integrate core legacy systems where necessary.

Web application development

Build and maintain web applications using front-end and server-side technologies to create accessible, user-centred digital services.

Support and operations

Support and manage the day-to-day operations of services, handle user requests and queries, and ‘keep the lights on’.

Support and operations includes:

Customer support

Support user needs by providing help before, during and after people use a product or service. Read about managing user support.

Firewall management

Provision, deploy, upgrade, patch, and monitor firewalls to reduce cyber attack and compliance risks.


Implement and manage cloud-hosted infrastructure or traditional datacentres. Read more about hosting.

Incident management

Log, record and manage incidents on digital services.


Monitor system performance and events. Ensure relevant alerts are set up.

Network administration

Assemble, maintain and upgrade computer hardware and software systems that make up a network.

Service desk

Provide first or second-line technical support to either internal or external users.

Systems administration

Install, support and maintain computer systems. Manage user and security policies.


Set up and maintain tools for continuous integration and deployment of digital services.

Testing and auditing

Continuously ensure that a product or system does what it’s supposed to do to meet user needs efficiently and reliably.

Testing and auditing includes:

Accessibility testing

Test whether a product or service is easy to use for people using assistive technologies, for example screen readers, voice recognition software or trackball devices. Highlight problems and suggest changes where appropriate. Read more about accessibility testing.

Application testing

Ensure the integrity of the product by writing automated tests or conducting manual tests. Investigate the results, and report bugs or issues.

Data auditing

Profile data to assess whether it’s fit for purpose. Measure the impact of poor quality data on service performance. Highlight problems and suggest changes where appropriate.

Load and performance testing

Test sites and applications under realistic loads (traffic) to make sure that they’re stable and work well for users. Read more about load and performance testing.

Process auditing

Review how IT processes are managed, for example establish whether practices are compliant with payment card industry (PCI) standards. Highlight problems and suggest changes where appropriate.

Software auditing

Provide independent examination of a software product or process to assess compliance with specifications, standards, contracts or other criteria. Highlight problems and suggest changes where appropriate.

System auditing

Examine system controls within an IT architecture to test the suitability and validity of a system’s IT configurations, practices and operations. Highlight problems and suggest changes where appropriate.

User experience and design

Design and write content for services and products based on user needs and behaviour.

User experience and design includes:


Ensure a digital service considers the needs of all possible users so that no one is excluded. Read more about accessibility skills.


Create moving images and effects which can be used on websites, videos or games.

Brand development

Understand and design how an organisation, service or product is perceived and communicates its brand, whenever and wherever users interact with it.

Content design and copywriting

Write content for a site or service to clearly, simply and quickly communicate information to users. Read about the work of a content designer.

Cross-platform design

Create experiences that cover all user interactions when they use a product or service. This will cross many channels, involve online and offline products and services, and include digital and face-to-face interactions.

Information architecture

Organise, structure and label content to help users find information and complete tasks.

Interaction design

Design a digital service so that it’s as simple as possible for users. Create user journeys and interaction patterns.


Create a basic version of a product that can be quickly tested and iterated with users.

Service design

Design online and offline services based on user needs and behaviour. Watch the video about service design

User experience and design strategy

Conduct long-term planning to align every user interaction with a vision for user experience.

User research

Conduct research to understand users and their needs. User research continues throughout the design, build and operation of a service.

User research includes:

Creating personas

Create personas based on the characteristics of a group of users who use a service in a similar way. Read more about creating evidence-based personas.

Quantitative research

Design, conduct and analyse surveys and online panels to understand user attitudes and behaviours on a service or product. Read more about user research surveys.

Usability testing

Evaluate the usability of a product by testing it with representative users.

User journey mapping

Create and work with user journey maps to help understand the user experience of a service throughout its lifecycle, across all channels and for each interaction.

User needs and insights

Design, conduct and analyse user research to identify users of a service and their needs. Read more about user research skills.

Published 17 December 2015