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Leisa Reichelt 
Head of User Research, Government Digital Service 
GDS
hola. 
@leisa GDS
Government 
Digital 
Service 
‘revolution 
not evolution’ 
October 2010 
@leisa GDS
GOV.UK 
@leisa GDS
Transformation
Transformation 
GDS 
25 of the most 
important 
transactions in 
government
Identity
Our aim is to make 
services so good, 
people prefer to use them 
@leisa GDS
GDS 
Change the 
product-making DNA 
of the organisation
GDS 
1. Show don’t tell
GDS
@leisa GDS
GDS 
Making the thing makes the 
impossible seem possible. 
Making the thing makes scary 
things feel exciting and achievable. 
@leisa
You can now build 
working software in 
less time than it takes 
to have the meeting 
to describe it 
- Simon Willison
GDS 
Note: Wireframes don’t count. 
@leisa
GDS 
2. Ask for less
Human nature 
prefers to delay 
big, brave decisions 
rather than make them.
Ask for things that are 
harder to say no to. 
Simplify.
Ask for an alpha.
Ask for small 
(but important) 
behaviour changes.
‘do user research 
in every sprint’ 
5 people in a lab for one on one 
interview + usability
http://www.disambiguity.com/death-to-it-depGenDdsS/
‘get your exposure 
hours: 2hrs / 6wks’
this is what 
real people do.
@leisa GDS
BURN 
YOUR 
SELECT 
TAGS 
- Alice Bartlett 
@leisa GDS
‘have a researcher 
embedded in the team 
at least 3 days a week’
(this is not just about 
user research. 
what behaviours do 
YOU want to change?)
3. Change the language 
of the organisation 
GDS
Language is the medium 
through which culture is 
enacted – Gill Ereaut
Liam Maxwell, Chief Technology Officer HM GovernmGeDnSt
https://www.gov.uk/designprinciples
@leisahttps://www.gov.uk/service-manual/digitaGlD-bSy-default
Leisa GDS
UX 
UCD
Leisa 
User Research 
Ben 
Design 
User 
Centred 
Design
you can’t 
interface away 
bad policy
User experience is the 
responsibility of the 
entire team
The words you use tell 
you what you care about.
GDS 
4. Make your job mostly 
about communications.
If no one knows what 
you are planning 
and doing, it’s like it is 
not happening
what would happen if you 
just improved 
communications to the 
most dysfunctional parts 
of your organisation?
userresearch.blog.gov.uk
‘We’ve discovered that 
our user researchers are 
actually researching 
about 30% of their time.’ 
userresearch.blog.gov.uk
Reportage 
(Empathy) 
Product improvement 
(stories) 
Shiny Things 
(durable assets) 
User Research Internal Comms Strategy
empathy
empathy
https://userresearchmethods.hackpad.com
https://userresearchmethods.hackpad.com
https://userresearchmethods.hackpad.com
Make a plan 
to communicate 
better with each other.
Show don’t tell 
Ask for less, simplify. 
Change the language 
Plan to do more comms 
GDS
The strategy is delivery.
thank you. 
userresearch.blog.gov.uk 
@leisa
No deje de completar su evaluación online 
isa.ixda.org/encuesta 
¡Muchas gracias! 
Interaction14 South America 
B U E N O S A I R E S 
Título de la charla 
Nombre y apellido del orador

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