Rachel Tsang and Ross Ferguson share how the GOV.UK roadmap contributes to GDS’s mission of building a simple, joined-up and personalised experience of government.

The transcript for the episode follows:

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Vanessa Schneider:

Hello and welcome to the Government Digital Service podcast. My name is Vanessa Schneider and I am Senior Channels and Community Manager at GDS. For those of you who tuned into last month’s episode, you’ll know that GDS has launched its new strategy centring around 5 core key missions:

GOV.UK as the single and trusted online destination for government information and services;

Joined-up services that solve whole problems and span multiple departments;

A simple digital identity solution that works for everyone;

Common tools and expert services;

and Joined-up data across departments.

Today I am joined by Rachel Tsang and Ross Ferguson from the leadership team of the GOV.UK programme to hear more about how their roadmap objectives are contributing to making GDS’s mission - of building a simple, joined-up and personalised experience of government for everyone - a reality.

Ross, could you please introduce yourself?

Ross Ferguson:

OK, thank you. So I'm Ross Ferguson and the Deputy Director for Portfolio Delivery within GOV.UK. And this is actually my second tour with GOV.UK. I started as an Associate Product Manager when GDS was first set up. GOV.UK was the first product that I worked on and I later worked as the Head of Product Management for GDS. And then after a little overseas tour, I was very pleased to return to GOV.UK in January and, yeah, very excited to be back and to be working with Rachel.

Vanessa Schneider: It's good to have you Ross. Thank you. Yes, Rachel, would you mind introducing yourself to the listeners, please?

Rachel Tsang:

Of course. So my name is Rachel Tsang and I am Deputy Director for Governance and Assurance on GOV.UK. Like Ross, I am, I sort of boomeranged back to-to GOV.UK. So I was, I did a previous role and then stepped away to do something else. And I'm really, really thrilled. I think that's a, it's not a necessary condition to working on GOV.UK that you come back. I think it is testament to like just how much people enjoy working, working on GOV.UK. Before that, I so, I joined government as a Social Researcher and did a range of roles in different government departments and yeah, have settled here in GDS.

Vanessa Schneider:

Thank you. So as mentioned at the top of the episode, the GDS strategy strongly relies on GOV.UK as outlined in GDS's first mission, which is to establish GOV.UK as the single and trusted online destination for government information and services. It'd be really great to hear from both of you how this mission influenced the update to the GOV.UK roadmap.

Rachel Tsang:

So I think fundamentally our mission for GOV.UK is to provide a joined-up, personalised, and, and proactive service - we-we blogged lots about that recently. And we-we've evolved continuously since GOV.UK was first created in 2012. And what we're looking to do now is really a big step change in-in our offering for GOV.UK. Fundamentally, it's-it's about changing our offering to continually innovate to meet changing needs. I think that that is the crux for how we're feeding into the wider GDS strategy and vision.

Ross Ferguson:

Yeah, absolutely. I think departments, GDS with GOV.UK and, you know, spend control standards alongside departments has done a really, really good job over the years of bringing services that were previously paper-based and office-based, online. And a lot of them are really great in isolation. But we know that the people who use GOV.UK don't experience them, don't want them in isolation. They don't, it's not a nicely compartmentalised linear process. You know, they-they want them in combination. So really, the next maturity step for Government Digital has to be that these services are joined up. Which means that departments need to coordinate with one another.

GDS is in a great position and GOV.UK is a great platform for, for enabling that join-up to happen in a coordinating sense but also in in a public experience sense: that there is one domain that the public knows they can go to to get the guidance, to get access to the services. And, you know, that's what they would expect in all other walks of life when they're transacting with lots of, you know, utilities and and and entertainment. So it's perfectly reasonable that they should expect that from government, and government is perfectly capable of doing it. So that's work that we want to really accelerate this year. And, you know, it is a big undertaking. So it's something that will continue in the, in the years to come.

Vanessa Schneider:

Yes, speaking of joined-up services, I'd like you to listen to a couple of interviews that we recorded with colleagues in the different GOV.UK teams that are working towards the objectives of the roadmap. So first we’ll actually be hearing from Tina Mermiri, who shares about the work done to connect insights across GOV.UK to enable those joined up services. This is so that government understands its users and users understand the government.

[Start of vox pop]

Tina Mermiri:

I'm Tina Mermiri, the Head of User and Data Insight for GOV.UK. I set out the data and the insight strategy for the programme, and I oversee all the work within data science, performance analytics and user research. So as a team of experts, we have 3 wider objectives and that's understanding GOV.UK users and their needs; that's facilitating data-driven decision-making internally and across wider government; and it's also monitoring the impact of the work that we deliver and the products that we ship. So with performance analytics, we're looking at how people, or users engage with the site, what content they're engaging with and how we can optimise their journeys. 

Then we complement that with the user research to understand what their issues are. We get feedback from them. We're actually looking at why they're trying to do certain things that are, that are failing and how we can optimise those journeys as well. And so what the data science community does is go into a little bit more detail with some of the more complicated techniques whereby we might want to look at some of the data that we've got behind the scenes and create some models and scores and look at something like related links and surface them on the site for users that have done something similar to other users and make their journeys easier. So it's all going back to optimising the journey, making it as smooth and frictionless as possible with the power of data behind that.

We're using Google Analytics to power a lot of this data. And Google Analytics has a cookie consent. So we will only track people who have opted in to tracking, which means that our data is not 100 percent representative of all our users, but it's pretty indicative of what they'll be doing. It also means that we hash out any personally identifiable information. We don't actually track that and don't use it for any of our analysis. And we've worked really, really closely with the privacy team to make sure that, you know, privacy is at the heart of all the tracking that we do and all the consequent analysis that we conduct around it. So personalisation, the way that we're looking at it is two-fold. On the one hand, it is without any personally identifiable information. So it is just looking at common journeys and similar content that's being consumed by different users at aggregate level. So that's the one way of doing it where we don't collect any other personal information and we don't personalise it based on their background or any of the demographics, we don't even track that right now. But it is about that journey and other similar journeys. And then on the flip side, we will eventually be trying to do a little bit more personalisation based on people who hold accounts with us, where they will, again, share some of their information with us as part of their account. And that is information that they will have opted into as well. And we will hopefully use that to personalise further, based on, based on their location, for example, and other similar attributes that we want to start building on. 

The nature of the data that we collect and making sure that that's representative is, is very, very important. So we could do a lot of really clever stuff with it. But if it's not in a good place, then the output-- if the inputs aren't reliable, necessary, then the outputs won't be as reliable either. So we're spending a lot of time on revisiting the way that we collect some of the data, the way that we cleanse the data, the way we make sure that it is reliable and ready for us to use. So that's one thing that we're investing in quite heavily. And we need to make sure that we're asking the right questions without, like, probing, leading wording. We need to make sure that we're able to differentiate between attitudes around, let's say, GOV.UK or what they're trying to do and wider government. We need to make sure that our data is representative across all our very, very wide range and diverse users.

I think the work that we're trying to do and the opportunities that it opens up for users and to make their journeys easier is, is, is really impressive.

[End of vox pop]

Ross Ferguson: 

Tina's a...and her crew, you know, clearly, clearly know what they're talking about. She was, she was giving great insights the