GOV.UK Verify was designed to give UK citizens a secure way to prove their identity and access government servicesglossary×ServiceA service is a component or function that performs a specific task within a system.Open glossary term→ online.

Rather than a single provider, the modelglossary×ModelA model is a system or representation used to process data and generate outputs, often trained to perform specific tasks.Open glossary term→ allowed multiple organisations to compete as identity providers. Experian was one of them.

I was brought in to leadglossary×LeadA lead is a potential customer who has shown interest in a product or service, typically by providing contact information or engaging with content.Open glossary term→ UX design for Experian’s solution, working within the GOV.UK ecosystem and its strict standards.

This wasn’t a typical product buildglossary×BuildA build is the process of compiling and packaging code into a runnable application.Open glossary term→. Every part of the experience had to meet GDS requirements, pass formal UX assessments, and balance usabilityglossary×UsabilityUsability is how easy and efficient it is for users to complete tasks within a product. It focuses on clarity, simplicity, and reducing effort so users can achieve their goals without confusion or friction.Open glossary term→ with fraud prevention.

The challenge was clear. Make identity verification simple for users, while meeting one of the most rigorous digital standards in the UK.

The identity verification journeyglossary×Pain PointA specific problem or frustration users experience when trying to complete a task.Open glossary term→ was complex by nature.

Users were required to provide personal information, verify documents and complete multiple steps to prove who they were.

Security and fraud prevention were critical, but they introduced frictionglossary×FrictionFriction refers to anything that slows users down or makes it harder for them to complete a task. It can be caused by poor design, unnecessary steps, unclear messaging, or technical issues.Open glossary term→. Users hesitated, dropped off, or struggled to complete the processglossary×ProcessA process is a defined sequence of steps used to achieve a specific outcome.Open glossary term→.

At the same time, every part of the experience had to align with GDS standards. Patternsglossary×PatternA reusable solution to a common design problem.Open glossary term→, language, accessibilityservice×AccessibilityFind accessibility issues early, improve usability, and build products that are more inclusive, usable, and compliant.Open service→ and interaction designglossary×Interaction DesignInteraction design is the practice of designing how users interact with a product, focusing on behaviour, flow, and responsiveness. It ensures interactions are intuitive, efficient, and meaningful.Open glossary term→ were all tightly controlled.

This created a tension. Reduce frictionglossary×FrictionFriction refers to anything that slows users down or makes it harder for them to complete a task. It can be caused by poor design, unnecessary steps, unclear messaging, or technical issues.Open glossary term→ without compromising security, and improve completion rates without failing GDS assessments.

The approach was grounded in GDS principles from the start.

Every interactionglossary×InteractionInteraction refers to any action a user takes within a product and how the system responds. It includes clicks, taps, gestures, and inputs that drive the user experience.Open glossary term→ was designed using GOV.UK patternsglossary×PatternA reusable solution to a common design problem.Open glossary term→, ensuring consistencyglossary×ConsistencyConsistency is the use of uniform patterns, behaviours, and visual elements across a product to create familiarity and predictability. It helps users learn once and apply that knowledge throughout the experience.Open glossary term→ with the wider ecosystem and reducing cognitive load for users already familiar with government services.

User researchservice×User ResearchUnderstand user behaviour, validate ideas, and make clearer product decisions with evidence you can act on.Open service→ and testing were continuous. Journeysglossary×Pain PointA specific problem or frustration users experience when trying to complete a task.Open glossary term→ were validated with real users, including those with accessibilityservice×AccessibilityFind accessibility issues early, improve usability, and build products that are more inclusive, usable, and compliant.Open service→ needs, to ensure the service worked for everyone.

Funnel analysisguide×Funnel AnalysisTracking how users move through a journey to identify drop-off points and conversion opportunities.Open guide→, heatmapsguide×HeatmapsVisualising aggregated user interaction to see where people click, focus, and scroll on a page.Open guide→ and behavioural dataglossary×Behavioural DataBehavioural data captures what users actually do within a product or service.Open glossary term→ were used to identify drop-off points, hesitation and frustration signals.

Non-happy pathsglossary×Happy PathThe happy path is the ideal user journey where everything works as expected without errors.Open glossary term→ were given equal attention. Error handling, recovery flowsglossary×DelightMoments that exceed user expectations.Open glossary term→ and guidance were designed to help users complete the journeyglossary×Pain PointA specific problem or frustration users experience when trying to complete a task.Open glossary term→, not abandon it.

All decisions were backed by evidence, ensuring changes improved both usabilityglossary×UsabilityUsability is how easy and efficient it is for users to complete tasks within a product. It focuses on clarity, simplicity, and reducing effort so users can achieve their goals without confusion or friction.Open glossary term→ and compliance.

The result was an identity verification experience that balanced usabilityglossary×UsabilityUsability is how easy and efficient it is for users to complete tasks within a product. It focuses on clarity, simplicity, and reducing effort so users can achieve their goals without confusion or friction.Open glossary term→, security and compliance.

Journeysglossary×Pain PointA specific problem or frustration users experience when trying to complete a task.Open glossary term→ were streamlined, reducing unnecessary complexity while maintaining strict fraud prevention measures.

Clearer instructions and improved error handling made it easier for users to complete the processglossary×ProcessA process is a defined sequence of steps used to achieve a specific outcome.Open glossary term→ successfully.

Accessibilityservice×AccessibilityFind accessibility issues early, improve usability, and build products that are more inclusive, usable, and compliant.Open service→ was built in from the ground up, ensuring the serviceglossary×ServiceA service is a component or function that performs a specific task within a system.Open glossary term→ met WCAGglossary×WCAGWCAG is a set of guidelines for making digital content accessible to people with disabilities.Open glossary term→ 2.1 AA standards and worked across a wide range of users and devices.

The experience aligned fully with GDS design principles, creating a familiar and trustworthy journeyglossary×Pain PointA specific problem or frustration users experience when trying to complete a task.Open glossary term→ for users.

The serviceglossary×ServiceA service is a component or function that performs a specific task within a system.Open glossary term→ passed all GDS UX gates on the first attempt, avoiding delays and ensuring a smooth launch.

Conversion ratesglossary×Conversion RateConversion rate is the percentage of users who complete a desired action compared to the total number of users.Open glossary term→ increased significantly, with a 168% improvement leading to over 1 million additional successful verifications.

Experian consistently ranked as the fastest and most effective identity provider within GOV.UK Verify.

Accessibilityservice×AccessibilityFind accessibility issues early, improve usability, and build products that are more inclusive, usable, and compliant.Open service→ standards were fully met, ensuring the serviceglossary×ServiceA service is a component or function that performs a specific task within a system.Open glossary term→ was usable by all citizens.

The result was a high-performing, compliant serviceglossary×ServiceA service is a component or function that performs a specific task within a system.Open glossary term→ that delivered both user and business value.

This project reinforced that working within strict standards doesn’t reduce creativity. It focuses it.

GDS principles remove ambiguity. They force clarityglossary×ClarityClarity is how easily users can understand what is happening and what they need to do.Open glossary term→, consistencyglossary×ConsistencyConsistency is the use of uniform patterns, behaviours, and visual elements across a product to create familiarity and predictability. It helps users learn once and apply that knowledge throughout the experience.Open glossary term→ and accessibilityservice×AccessibilityFind accessibility issues early, improve usability, and build products that are more inclusive, usable, and compliant.Open service→ from the start.

The challenge is not working around those rules, but using them to create something that works better for users.

In high-trustglossary×TrustUser confidence that a product, service, or organisation will do what it promises.Open glossary term→ environmentsglossary×EnvironmentA specific setup where software runs, such as development, staging, or production.Open glossary term→ like government, good UX isn’t just about ease of useglossary×Ease of UseHow simple and intuitive something feels to use.Open glossary term→. It’s about confidence.

If users don’t trustglossary×TrustUser confidence that a product, service, or organisation will do what it promises.Open glossary term→ the journeyglossary×Pain PointA specific problem or frustration users experience when trying to complete a task.Open glossary term→, they won’t complete it.