HMRC, NS&I and Atos · 2016–2018
Designing a savings service people could trust
An award-winning government service for people on low incomes, taken from evidence through launch.
91%user satisfaction
70%would recommend the service
3Financial Services Forum awards
The challenge
A new government savings initiative for people on low incomes had to meet Government Digital Service standards, protect public trust and make eligibility and account opening understandable across several delivery partners.
What I did
- Used analytics, heatmaps, interviews and usability testing to identify where confidence and comprehension broke down.
- Brought HMRC, NS&I and Atos teams together around one service journey and shared evidence.
- Adapted proven banking patterns rather than inventing novelty where familiarity reduced risk.
- Iterated prototypes quickly, kept stakeholders close to the evidence and supported the service through GDS assessment.
What I took from it
For a high-trust service, clarity is part of the product. Familiar patterns, direct language and visible progress did more for confidence than decorative reassurance ever could.
“A strong collaborative approach across departments that enabled a successful public launch and very positive customer feedback.”
Dax Harkins, B2B Director, NS&I GPS