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User research for government services: an introduction
User research helps teams learn about users and create services that meet their needs.
Without it, you won’t know what problems you’re trying to solve, what to build or if the service you create will work well for users.
Meeting the Digital Service Standard
You must do user research when designing your service as part of meeting the following points:
- point 1 (understand user needs)
- point 2 (do ongoing research)
- point 12 (make sure users succeed first time)
You may have to explain how you did this in your service assessments.
Understand your users
To deliver a service that meets your users’ needs, you have to understand:
- who your likely users are
- what they’re trying to do
- how they’re trying to do it now
- how their life or work influences what they do and how
- how they use and experience existing services
The better you understand your users, the more likely you are to design and build a service that works well for them.
Make your research inclusive
To build a good service you need to learn about all your users, including those with access needs and any users who avoid using digital services.
Find what works, not what’s popular
People rely on government services to do important things. If they can’t do them, it can cause significant problems (for example, they might not receive money they are entitled to or a licence they need for their business).
In turn, these problems can drive up government costs and stop policies achieving their intent. This means your user research must focus on how the people who need your service can use it to get the right outcome for them, rather than what they like or prefer.
The same is true of the public servants and third parties who provide or support aspects of the service. If they can’t do what they need to do effectively and efficiently, citizens and businesses will experience problems and delays.
To create an effective service, you must research your users’ end-to-end journey and all the ways they interact with your service (including phone, post and face to face, as well as digital).
To work in an agile way, service teams must be able to quickly:
- update their understanding of users and their needs
- test new design ideas, content and features to see if they work well for all users
- understand problems users are having and how they might be resolved
This means doing user research in every iteration of every development phase - starting in discovery and continuing throughout live. You can’t only do it at the beginning or end of development.
Doing this means you can:
- save time by building only the things that you know your users need
- reduce risk by learning quickly whether the things you are building work well for users
- respond to changing user behaviour and feedback to continuously improve the service
Make time for research
It’s essential to plan user research for your service. Throughout each development phase, user researchers should typically be:
- working with the team at least 3 days a week
- running user research sessions at least every 2 weeks
Build research activities and analysis sessions into the team’s regular schedule, so everyone knows when they’re happening and can make time to take part.
Involve your team
All team members should watch real users interacting with your service and talking about it, ideally for at least 2 hours every 6 weeks.
These ‘exposure hours’ can involve interviews, home or workplace visits, lab-based usability tests or any other research activities where people can watch and listen to real users.
This will help your team:
- understand the highs and lows people experience when using your service
- learn the language that people use when talking about your service
- think and talk about users in terms of real people with real needs to develop empathy for the people they’re writing or designing for
Team members who observe research can then take part in analysis sessions to help agree on the findings and any resulting actions.
At the same time, user researchers can work closely with designers, developers and content designers on design decisions and prototypes.
Share your findings
You should also invite your team, stakeholders and people in your organisation who deal with users to show and tells and other activities where you share what you’ve learned from user research.
Involving more people in user research helps your team make better decisions about how to improve your service by:
- reducing the risk of bias and unchallenged assumptions
- giving less dominant team members a voice
- limiting the influence of individual stakeholders
Examples and case studies
To learn about user research best practice, find out:
- Published by:
- User research community
- Last update:
Guidance first published