Background

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.

Objectives

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

Outcomes

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.