Sitting down to review the most important lessons I learned from my customers in 2024, I wasn’t expecting to come back to the classics - but that’s what happened. Technologies change, principles of success endure.
It was on a video call in early February that I learned the new AI-powered search engine on GOV.UK was a significant improvement in user experience. This early success was a direct result of the team's considered boldness back in 2023! They embraced a cutting-edge solution to make it quicker and easier for users to access government information and services. They even got a mention from the UK Prime Minister. A plan for bold and incremental delivery was they key to truly pioneering success
I've seen this firsthand at recent Defence and NHS hackathons, where the teams that prioritized user research and tackled real user problems head-on were the most successful. Many projects stumble when they lose sight of this fundamental principle. Whether you're developing a new product, service, or policy, a relentless focus on the user is paramount. Are we actually solving a problem for a user in our work?
Having Google-quality search on your site sounds good, but it needs evidence. By rigorously measuring user experience the gov.uk search team delivered:
a 14% increase in overall clickthrough from the search results page
an 11% decrease in users having to refine their search
an 8% reduction in users leaving site from the search page
These metrics translate to millions of people finding the information they need more easily this year. Measurement provides the evidence you need to validate your approach and demonstrate impact
To apply these lessons, I will ask myself the following questions for projects in 2025:
Is it bold and ambitious? Can I aim higher?
Does it truly address user needs, and how can I know?
Do I have metrics to show impact? How will I know it’s working?
What were your most valuable professional lessons of 2024? How will you apply them in 2025?
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