Principles

Our five principles are:

1. Be user focused
2. Delight our customers
3. Be collaborative
4. Follow industry best practices
5. Be data and evidence driven

Be user focused

Everything we build and develop is with the user in mind. Our systems should be simple, clear and easy to use, making them inclusive and accessible to all. To ensure this, we undertake regular user testing to iteratively develop and continuously improve our systems. We also write all our content in plain English so users can quickly understand the message.

Delight our customers

A consistent brand design and user experience builds credibility, trust and familiarity for users. We aim to ensure users find our systems clear and easy to use, so they are delighted to do business with us time and time again.

Be collaborative

Collaborate with colleagues to define and understand business needs and enable a shared focus in achieving measurable outcomes. We co-create within our team across our different specialisms; content, development and user experience design.

Follow industry best practices

Align with agile development principles, working in sprints, prioritising tasks and creating minimum viable products (MVP). We release an MVP and do user testing; refining and iterating based on the user feedback. We aim to continuously learn and improve through courses and conferences, to ensure we stay up to date with industry best practice.

Be data and evidence driven

Learn from the data we have and use it to drive evidence based decisions, analyse the customer experience, user behaviours and identify key performance indicators (KPIs). Using data enables us to measure the strengths and weaknesses of our systems and work on improvements iteratively.