Instead of designing for the 'happy path' user, start with the most marginalized or struggling users. Solving their complex problems first creates clarity and simplicity that has a 'halo effect,' improving the experience for every other user as a byproduct.
Unlike the private sector's 'start with a niche' approach, government digital services must pass a rigorous 'service assessment.' This process forces teams to design for the entire population from day one, meaning a product that deliberately ignores user segments would automatically fail.
Quantitative data can't explain complex user behavior, like why a student drops out of college. A single day of ethnographic research revealed a critical gap between student loan and welfare systems—a systemic issue completely invisible in isolated service data that could only be found by observing real lives.
Effective design must serve the user over time, not just in the present moment. This 'Eat Your Greens' approach means sometimes prioritizing a user's future needs (like pension auto-enrollment) over their immediate wants, ensuring the service remains valuable and responsible throughout their entire journey.
Instead of focusing on the happy path, start design by asking, 'What is the absolute worst thing that could happen to a user?' This 'disaster thinking' approach forces you to work backward from the highest stakes, revealing critical failure points and ensuring you build a more resilient and safe service.
While AI-generated synthetic users can provide a 'credible facsimile' of a person, they are ethically questionable and lack the complexity of lived experience. Relying on them creates a false sense of security, as they can never surface the unexpected, nuanced insights that emerge from building rapport with real people.
User research doesn't need big budgets or formal processes. You can conduct effective 'short, sharp' research by setting up a table and a box of chocolates in a relevant public space. This guerrilla approach allows you to talk to dozens of people in a single day, gathering invaluable insights for almost no cost.
Executives remember stories, not dashboards. To achieve buy-in, frame research findings as a narrative: situation, complication, result, and recommendation. Using direct user quotes, audio, or video is far more memorable and impactful than presenting abstract numbers, as it connects leaders to the human reality.
When designers learn to speak the language of business—strategy, finance, operations—they gain a 'currency of conversation' with leadership. This allows them to defend design decisions in business terms, influence strategy, and secure resources, turning them from tactical executors into a 'secret weapon'.