HMRC
Leading critical COVID-19 services & transforming a digital platform
Context
Client: HM Revenue & Customs (HMRC)
The challenge: Delivering urgent, national-scale COVID-19 support services under extreme pressure, followed by the need to centralise and scale UCD for a core, multi-channel digital tax platform.
Our solution: Provided both hands-on user research for critical schemes and strategic leadership to build a new, centralised UCD function that serves eight development teams.
Key results
National COVID-19 services delivered
Teams supported by a central UCD model
Millions
Across the UK experiencing COVID-19 services
The challenge: facing a national crisis
HMRC faced two distinct, monumental challenges. First, the rapid design and delivery of national COVID-19 support schemes, which required immediate, high-stakes user research to ensure millions could get the help they needed.
Second, the long-term strategic challenge of embedding user-centricity across its massive Multi-channel Digital Tax Platform, which served eight different development teams from a fragmented and inefficient UCD model.
Our approach: building influence and alignment
My approach was to treat the new UCD function as a service that needed to be sold internally. This involved demonstrating the clear ROI of a user-centred approach to build influential relationships with senior leadership.
I worked closely with product managers to align them on the value of user insight and established a culture of transparency through regular, data-driven show and tells.
Visualising the approach
Selected artefacts from the work, showing the Coronavirus Job Retention Scheme, the Eat Out to Help Out Scheme and national news coverage showing their impact.
A service used by millions of UK workers on furlough.
The live GOV.UK service, informed by user-centred design principles.
Showing the impact this delivery had across the nation.
The solution: from practitioner to UCD lead
My role evolved across these challenges. Initially, I served as a hands-on User Researcher for the "Eat Out to Help Out" scheme and later led the entire user research programme for all COVID-19 services, including the vital Coronavirus Job Retention Scheme.
Following this, I was appointed the User-Centred Design Lead for the Multi-channel Digital Tax Platform. In this strategic role, I designed and implemented a new, centralised UCD function. This involved creating a single source of user insight, standardising research and design processes, and building a high-performing team to serve all eight development teams, creating a legacy of efficiency and user-focus.
My impact on the project
As the UCD Lead, I built a new, centralised user-centred design function from scratch, establishing a single source of user insight that served eight development teams.
Delivered user research for critical COVID-19 services under intense pressure.
Established a new, centralised UCD function serving 8 delivery teams.
Built a single source of user insight, eliminating duplicated effort.
Aligned 8 product managers around a unified UCD vision and process.
Mentored and grew a high-performing team of researchers and designers.
Embedded UCD into the core agile workflow, creating a lasting cultural shift.
The results: cultural shift
This dual focus on practitioner and leadership roles delivered significant impact. My research leadership ensured the successful, user-centred rollout of critical national services during a time of crisis.
Subsequently, the creation of a centralised UCD model for the tax platform eliminated siloed efforts, increased efficiency, and embedded a user-centred culture that continues to benefit the organisation today.
Millions
Across the UK experiencing COVID-19 services