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Putting users first 
The story of GOV.UK 
(ex)GDS*
In 2004 the 
government web 
went from a 
loosely 
coordinated 
collection of 
websites...
to something 
a bit simpler... 
Directgov Business Link
The web is now mainstream 
Users expect high quality service 
experiences 
And businesses know how to 
deliver them
REVOLUTION 
NOT EVOLUTION
GOV.UK has 
gone from 
this... 
directgov businesslink 
Directgov Business Link
...to a single 
domain 
GOV.UK 
Mainstream 
Users & 
Needs 
Specialist 
Users & 
Needs
Focused on user needs, 
not government needs
A relentless 
focus on 
user needs
Simpler
Clearer
Faster
Simpler 
Clearer 
Faster…….
Simpler 
Clearer 
Faster……. 
…..and loads cheaper
2012/13 
’s saved some money… 
£42 million 
In 2012/13 
In 2012/13 
IMN201012/13 
PSaarualh (ex)GDS 
GD**S 
IN
£50 million 
Estimated saving per year by 
replacing Directgov, 
BusinessLink, departmental 
sites and related organisation 
sites with GOV.UK
E.g. 
Online: 22p 
Phone: £4.11 
Post: £6.62 
Digital by default 
20 x cheaper than phone, 30 x cheaper than post 
50 x cheaper than face-to-face
GOV.UK is doing less
GOV.UK is doing less
It’s focussed on tasks, getting to the 
“quick do”
It optimises for the common case but doesn’t 
ignore the edge case
What does this mean 
for local government?
There are 140 
journeys from GOV.UK 
to local government
We need your help to 
make those journeys 
as good as possible
But equally importantly, there 
are things you can copy that 
we have learnt along the way

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Putting users first: The story of GOV.UK | Louise Russell | December 2014

Editor's Notes

  1. beta – task completion from c60% to c70%
  2. DirectGov - c 120 seconds GOV.UK - c 80 seconds 100,000 days a year
  3. £42m saved in 2012/13 by bringing Directgov and BusinessLink websites onto GOV.UK. It cost £7.9m to run Directgov and BusinessLink in 2012/13 before the content was moved to GOV.UK. (Government Digital Strategy Quarterly Progress Report July 2013)
  4. Half the people Less than half the cost 7 x the output