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Department for Work and Pensions

Personal Independence Payment (PIP)


Personal Independence Payment (PIP) supports individuals suffering from long-term ill health or disability with the extra costs incurred due to their condition. Potential claimants currently make a paper-based application, which is manually reviewed by assessors such as ATOS and Capita.

The project set out to digitise the application journey for claimants – aiming to reduce government costs in both the data-entry of handwritten applications and part of the application review process.


Upon arrival at the client site, the product was nearing the middle of its alpha stage.

Our short-term contract required us to carry out the following

  • · Iteratively review, edit and test pre-service content held on GOV.UK
  • · Provide guidance in incorporating service content design into existing team processes
  • · Set up workflow for other content designers within the delivery centre
  • · Work with user researcher to draw conclusions from existing test data to improve existing prototypes

During the contract we carried out content design work. We also delivered UX design services while a suitable full-time resource was sourced and on-boarded.

  • · Trained new permanent content designers in best practice workflow and pushing content into prototypes
  • · Iteratively improved GOV.UK pre-service content through test and pushed to live
  • · Reviewed, edited and tested content across existing prototype designs
  • · Delivered sketches, wireframes and prototypes of multiple design options for each user journey
  • · User tested designs and implementing feedback into future design iterations
  • · Mapped user journeys
  • · Developed a set of personas

Examples of our work

Expertise required

  • Content design
  • Micro-copy design
  • Copywriting
  • Github
  • Sails.js
  • Express.js
  • Heroku
  • UX/UI design
  • Rapid prototyping
  • User research
  • Journey mapping
  • Defining of user needs
  • Persona development
  • Stakeholder management
  • HTML
  • CSS
  • Javascript
  • Jquery
  • Node.js
  • Moustache
  • Trello