UX DESIGN
GOV.UK app
The GOV.UK app is a bold step toward reimagining how people interact with government - smarter, faster, and more accessible for everyone. It’s a central pillar of the blueprint for modern digital government.
Video produced by Slav Vitanov
Unlike traditional government services, the app wasn’t born from a single, clearly-defined problem. The vision is broad and ambitious, based on the changing habits of digital natives and higher expectations of personalised services. Together with my colleagues in user-centred design, I’ve found a foothold in the value proposition. We're navigating complex challenges around data, content and tight delivery timelines, but we've established a strong platform, and each iteration will bring us closer to something truly transformative.
I have led the interaction design of the iOS and Android beta apps, customising out-of-the-box iOS and Android components for familiarity, fast development and integration with OS accessibility features.
The app will evolve and change shape over the coming months as we work on the first major feature releases and build on the GOV.UK brand refresh.
"Feedback around design and layout of the app is hugely positive, and it overwhelmingly seems to contribute strongly to positive perceptions of ease of use.
69.4% of respondents were satisfied or extremely satisfied with the visual design of the app and 73% were satisfied or extremely satisfied with the navigation."
- iOS private beta feedback, June 2025
Key insights and considerations:
Native app components speed up development and use patterns users are already familiar with. This is particularly important for users of assistive technology or users with lower digital confidence. The app should feel intuitive and easy to use.
A user interacts with government to do a thing and the app must help them achieve their goal. Under no circumstances should users hit a dead end. This is why we've integrated GOV.UK web search and a new Topics taxonomy based on life experiences.
The GOV.UK app complements the GOV.UK website. Each platform will do different things and be used by different people, but it's essential that users know where they are. We've paid particular attention to testing user orientation and navigation, and taken a 'sisters, not twins' approach to the brand refresh.
Building the GOV.UK app meant starting from scratch with a brand-new component library - one we hope will grow into a dedicated mobile design system for government. We're already on the third iteration, as we stretch the limits of native components and evolve alongside the GOV.UK branding refresh.
I've pushed the team to go above and beyond our legal obligations around accessibility. The GOV.UK app is an opportunity to leverage mobile accessibility features and honour user preferences. However, where there has been no clear 'right' path, I have interpreted WCAG for mobile apps, run research with users of assistive technology and collaborated with other teams to share best practice.
I also designed a bold, trust-building ad asset for Facebook and Instagram. It carried the instantly recognisable GOV.UK look and feel but framed the beta as a chance for people to shape the future of government. Conversions cost about a third of Meta’s average - strong evidence the message was highly relevant and engaging for our target audience.
Next steps
The GOV.UK app is currently in public beta, available from the Apple App Store and Google Play Store. Feedback from these beta programmes will help us refine the product, alongside working on the next major feature releases. Watch this space!
Press coverage
The Guardian | FT | Public Technology | Computer Weekly | The i Paper | Techradar | Civil Service World | Tech Digest and more!