When was the last time you noticed any changes to GOV.UK? We share how and why we’ve updated its homepage and menu bars.
 
Podcast update note: We have made some editorial changes to the podcast published on 28 February 2022 to improve clarity on the work we are doing.

 

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The transcript of the episode follows:

 

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. At GDS, we build platforms, products and services that help create a simple, joined-up and personalised experience of government for everyone. And as part of that work, we maintain GOV.UK, the website for the UK government. GOV.UK is used by millions of people daily. The home page alone is used more than two million times each week. We've been improving how people can navigate the site, taking a user-centred and evidence-based approach. We've previously written about this work on the GDS and Inside GOV.UK blog, and this podcast episode will be your latest instalment in documenting how we launched the new menu bar after an extensive A/B test and how we updated the GOV.UK homepage. It will also take a look at what lies ahead for making GOV.UK as simple as possible for people to use. Joining me to explore this today are Sam Dub and Jenn Phillips-Bacher, who work on GOV.UK in very different disciplines, but part of the same team. Sam, would you mind telling us a little bit about the team and then maybe what you do as part of it?

Sam Dub: We're a team of 14, which in the scheme of GDS and the scheme of government is relatively small. We bring a whole range of different perspectives and expertise to this work that includes designers, developers, content people, researchers, and our job is to make it easier for people to find things on GOV.UK, and my role as a product manager is about making sure we're working on the right problems in the right way. We're getting to the outcomes for users that we want to achieve.

Vanessa Schneider: Sam, thank you for that explanation of the team. Obviously, part of this as well is Jenn. Would you mind introducing yourself and what you do as part of the team to our listeners, please?

Jenn Phillips-Bacher: I'm Jenn Phillips-Bacher, and I'm a content strategist on Sam's team. My focus is primarily information architecture and findability. So as a content strategist in the textbook definition of it, it's all about getting the right content to the right people in the right place at the right time. And that's why a content strategist is working on navigation. It's all about improving that mode of getting users to the content that helps them achieve a goal.

Vanessa Schneider: Great, thank you to both of you. While it would be great if we could count on it, but not everyone will have been following the public journey of this work, even though we've blogged about it extensively. So would either of you mind recapping perhaps what's been happening? When did we start changing where users could find our information?

Sam Dub: One of the challenges for GOV.UK is that the amount of content published grows every year. And today it's more than half a million pages, and it might just be one page in that half a million that a user needs. And so in order to find that page, there are, kind of, multiple tactics that they'll use. They might use a search engine, they might use GOV.UK site search, or they might browse through the home page, through a menu bar, through topic pages, to find what they need. And work on that topic system, making sure that users can browse successfully is the focus of our team. There's work going on elsewhere in GOV.UK in partnership with search engines, and there is work planned to improve our own search engine. But the focus for our team right now is browse and how we get that topic system, these menus, the home page, the breadcrumbs, and related links at a content page level, all working nicely together. So users can browse to find the stuff they're looking for. What you've seen go live over the last couple of months are the first kind of public steps of some work that's been happening for around the last year and those public changes have been changed to the GOV.UK home page and a change to the menu bar. So that's the black bar that sits across the top of every content page on GOV.UK. And that's more than half a million pages of the site. And that is GOV.UK's primary navigation. And we've, we put those changes live, we put homepage changes live in December and we put several versions of the new menu bar live in the second half of last year.

Vanessa Schneider: So it's great that you've outlined what changes are taking place, but why was it necessary?

Sam Dub: So the strategy here is about making stuff easy to find, and like, like all good GDS teams, we started with a discovery, and a discovery essentially means validating a hypothesis about a problem. And here it is about understanding what was going on, why people couldn't find things or why people were abandoning journeys on GOV.UK. And in the course of that discovery, we found 3 core problems that users were facing, and they were a confusing information architecture - now this is this is more Jenn's area of expertise and confusing information architecture is not a phrase that a user will come to you and say, "Oh, your information architecture is very confusing". It will be something that you'll notice a user lost within the site and not able to find where they need to be in order to get to the service or the piece of information that they need. So that was problem one. Problem two were issues on smaller devices. So these days, GOV.UK is used most often on mobile, and last year that was, three-quarters of all visits to GOV.UK came from a mobile device, and not all of GOV.UK's pages are optimised for mobile devices. And so that presented navigational problems, and there's a real opportunity there to move from an approach that kind of worked on mobile but wasn't ideal to something that really feels like it's designed for mobile devices, which is where most users are. And the third problem we looked at was an issue of overwhelm. So a lot of users to GOV.UK feel like it's just a lot of stuff. It's the most common phrase that we hear, the most common sentiment in user research will be, "This is a lot. This is too much. I'm not, I'm not quite sure what I'm looking for here". And so in a lot of the design work we've been doing, we've been looking at how to get back to the core principles of GOV.UK that are about a simple, clear experience to make it easy to find things.

Vanessa Schneider: Sam mentioned that as a content strategist, you, Jenn, might have some experience with how to resolve confusing information architecture or sort of what kind of problems that can cause. Would you like to maybe speak to that, Jenn?

Jenn Phillips-Bacher: Sure. So information architecture is one of those phrases that you'll get a different definition of it, depending on who you talk to and what their experience is. So I think in my work within GDS, I'm thinking about information architecture as being the bone structure of the website. A good information architecture isn't really something that you point to or see. It's something that is that scaffolding that supports the entire information space so that people can find what they need. And, and it all kind of depends on the raw materials that you have. So what kind of content you have, what kind of data and metadata that you have about that content, whether you've got images, video and so on. So I always think about the UX and information architect Louis Rosenfeld. He talks about there being three tracks of information architecture, and this is where it fits in with GOV.UK. He talks about top-down navigation. So that's the things like the global menu and the user interface components you might see on a home page. And what that does is it kind of anticipates an interest or a question that a user might have when they arrive. The second thing is bottom-up navigation, so that stuff, like bread crumbs or related content links or 'you might also like'-type suggestions or any kind of contextual navigation with content - that might mean like titles and page headings, or even links embedded inside of blocks of text. And then the third thing is, is the big one, and that's search. So that's really for handling those really specific information needs. So the information architecture is kind of this interplay between top-down, bottom-up, and search. And it's that whole, that holistic information architecture that we're starting to make some significant improvements on GOV.UK.

Vanessa Schneider: Makes sense that we want to take care of this. So, yeah, menus and topic pages, they must play a big role in the user experience from what you've just shared. But making changes to how users interact with them, that would have made a bit of a difference out of the blue, no? How do you test this effectively without maybe negatively affecting users because it must be a bit challenging in a live environment?

Sam Dub: So that's a really great question, and I think something that we're quite careful about. We know that for people finding, finding what they need it is a kind of critical task and GOV.UK is part of a whole bunch of essential processes in people's lives. And whilst we want to make stuff easier, there would be significant consequences to making stuff worse. And so we start with quite an extensive process of research before we make any change on the live site. We'll develop prototypes and then introduce those to users in a kind of test scenario in usability research. And a lot of, a lot of ideas often don't make it past that stage. You your your expectations about what will work,