The Environment Agency requires all fishermen to hold a fishing licence in order to fish for salmon, trout, freshwater fish, smelt or eel.

The project involved a complete redesign of the online service to create a service built around user needs rather than business requirements. We were required to design a user experience for new licence sales, renewals, upgrades and purchases of multiple licences.


We were asked to:

  • - Carry out user research to better understand user needs
  • - Create a set of personas
  • - Understand user journeys
  • - Create and iterate HTML prototype
  • - Ensure prototype interactions represented in production

Over 7 months we created and iterated a fully functioning HTML prototype, which was tested with over 60 users across the UK via lab-based research, guerilla research and focus groups.

We supported the Agency in successfully passing the GDS alpha assessment in April 2016, allowing the project to progress into beta stage.

Examples of our work

Detailed examples can be found in the prototypes repository
Username 'ottawaymedia', Password 'prototype'

Expertise required

  • UX/UI design
  • Rapid prototyping
  • User research
  • Journey mapping
  • Defining of user needs
  • Persona development
  • User story creation
  • Hosting internal show and tells
  • Copywriting
  • Github
  • Moment.js
  • Express.js
  • HTML
  • CSS
  • Javascript
  • Jquery
  • Node.js
  • Nunjucks