GOV.UK

This GOV.UK project was a group brief developed in collaboration with the Deputy Director of GOV.UK’s Portfolio Delivery team. Our task was to conceptualise a more intuitive and accessible app that would better serve younger audiences, specifically Gen Z and Millennials, who often find the current GOV.UK website difficult to navigate. The objective was twofold: to design advanced app features that simplify interactions with government services and to develop marketing strategies to promote app adoption within these target demographics.

As project manager, I led a multidisciplinary team through the entire development process, from audience research and app ideation to pitch presentations and risk analysis. My responsibilities included conducting brand research on GOV.UK, drafting the project scope, creating our stakeholder map, and managing the final Project Initiation Document (PID). I also oversaw the structure and visual layout of our deliverables. Collaborating closely with our app designer, marketing strategists, and researchers, we produced a clickable prototype and a set of promotional assets that reflected GOV.UK’s branding while incorporating a more youthful, user-friendly tone.

The proposed app featured several innovative tools. To support the app’s rollout, we developed a marketing plan grounded in survey insights and user testing, which included promotional mockups for digital and out-of-home advertising.