Lead Service Designer – DWP

The Department for Work and Pensions (DWP) is the UK’s largest public service department, responsible for delivering welfare, pensions, and child maintenance services. It plays a crucial role in supporting millions of citizens by administering benefits such as Universal Credit, State Pension, and Disability Living Allowance. With a strong focus on improving outcomes for individuals and families, the DWP is also committed to modernising its services through digital transformation and user-centred design, ensuring they are accessible, inclusive, and responsive to the needs of all users.

Background

The Department for Work and Pensions (DWP) is undertaking a major transformation initiative called the Service Modernisation Programme (SMP) to revolutionise its service delivery and organisational structure. As one of the UK’s largest government departments, DWP faces significant challenges in modernising its operations, including managing services for approximately 20 million customers.

The SMP aims to create a more user-centric organisation, which is particularly challenging given DWP’s size and established culture. Key objectives include improving accessibility, responsiveness to customer needs, and overall service quality while enhancing operational efficiency.

Approach & Process

Problem Space

A core challenge in this transformation is shifting from a product-centric to a scenario-based service model. User research indicates that citizens prefer a holistic approach where they can describe their circumstances and receive comprehensive financial support, rather than navigating multiple benefit-specific journeys. However, implementing this change across DWP’s vast and complex structure requires significant cultural and operational shifts.

My Role As A Service Designer

As the lead service designer, my role was crucial in driving the user-centered design (UCD) approach and ensuring adherence to design principles. I facilitated co-creation by collaborating with subject matter experts from various areas of the organisation. Key deliverables:

Service Blueprint Mapping

– Developing As-Is and To-Be Service Blueprint Map

Supporting UCD Activities

– Led UCD team and supporting activities like User Research, Prototyping, Workshops and advocating Agile approach

User Journey Mapping

– Developing end-toend As-Is and To-Be User Journey Mapping across all service channels and touchpoints

Outcome

Outcome & Result

The project outcomes were highly successful. Our deliverables, including a clickable prototype for the future state design, gained approval from senior stakeholders and supported the business case for treasury funding. Additionally, I contributed to establishing the transition from the Discovery to Alpha stage during the handover period, setting the foundation for the program’s continued development towards its 2030 vision.

All designs and artifacts related to the projects are covered by an NDA with the organisation, but they can be shared and demonstrated upon request during the interview discussion.

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