GOV.UK
Haru Komatsu
Created on March 8, 2024
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GOV.UK App Proposal
Haru Komatsu
Oscar Farrow
Xirang Yang
Abby Turner
Yeji Kim
Jasmine Williams
Raihan Park
Amelie Newby
OUR TEAM
How would we market our features
Ideas and Prototype
Our Insight
Customer Profiles
Why
Target Audience
Project Scope
What we understood
index
Our task is to develop helpful and intuitive app features to make the lives of users easier and stress-free.
What we understood
- Publishing marketing campaigns to GOV.UK social media, in addition to events and out-of-home public display of promotional assets.
- Developing a fully functional app.
- App ideas and prototypes.
- Staying within brand guidelines.
- Clickable app prototype.
- Marketing campaign plan and prototype.
In scope
Contextualize your topic
out of scope
Project Scope
The audience we will target throughout this project is Millennials and Generation Z.
Target Audience
- Millennials and Generation Z are among the highest population of the app and internet users.
- Generation Z spend 66% of their time on their phone using smartphone apps and millennials spend on average 65% of their time on apps, making them our largest audience compared to older generations.
Why?
Name: JamalAge: 24Gender: MaleOccupation: AccountantMarital Status: Newly married
- He is often busy and may overlook deadlines for important documents and payment of taxes.
- He wants to vote and wants a platform that allows him to register instantaneously.
- He has recently applied to buy a house and wants to keep track of his house application status.
- He wants a one-stop platform app that grants him easy access to any of his government needs.
Customer Profiles
Name: AmyAge: 40Gender: FemaleOccupation: HousewifeMarital Status: Married with 2 kids
- She is responsible for all her important household documents and prefers to have them digitally ready.
- She requires reminders on her monthly appointments with the NHS.
- She wants to keep track of her important documents and needs reminders when they must be renewed and updated.
- She is a parent who wants to know more about schooling and education for her children.
Customer Profiles
Name: BarbraAge: 18Gender: FemaleOccupation: StudentMarital Status: Single
- She requires reminders on her payments for her rent.
- She wants access to her particulars and details digitally when filling out her particulars.
- She reads the news and wants access to online news when she’s commuting.
Customer Profiles
Name: RussAge: 32Gender: MaleOccupation: Cabin CrewMarital Status: Single
- He travels often for work and stays over in many countries for some time.
- He is required to check the different visas so he can enter certain countries.
- His passport is expiring soon and wants to renew it with ease and without having to fill in his details again throughout the application.
Customer Profiles
- Younger generations are the most active users of mobile apps. To promote the success of the app, millennials and generation Z will be our target audience. This audience values accessibility, intuitive interfaces, aesthetic visuals, easy-to-use software and simplicity when it comes to apps. They are looking for a government app where they can do everything they require, an app that supports them in their daily lives.
- Additionally, across all generations now, most people have a mobile smartphone with the capability to use apps. With this, many individuals will likely forget their wallets, documents, etc. However, it is common that most individuals do not leave the house without their phones. By allowing everything to be accessed within the app itself, it eliminates common forgetfulness and allows users to access their information wherever they are.
Our Insight
Our research showed that younger audiences respond better to video tutorials over written ones. This means that many people using a platform that is considered "confusing" may be because of the way the information is presented to them.
Based on our research we decided to develop a video tutorial feature to incorporate into the new GOV.UK app. This feature gives users a step-by-step tutorial on any task they wish to complete. It allows users to feel confident that what they are working on is being done correctly and aims to solve confusion, that was previously expressed when using the website.
Idea 1
Prototype 1
The success of this feature is supported by our research which showed other governments, for example Australia and Singapore developing their own version of this feature which also allows citizens to store their ID on their phone. They can use this to provide their age or identity. Examples of when this would be used include using your phone to show your driver's license if you were pulled over or using your passport to prove your age when trying to enter an age restricted location.
To continue to promote easier living for our users, our next feature is digital ID. We want to allow users to add their ID to the app for them to use as a valid form of identification. Additionally, this idea can be developed into a QR code that holds multiple pieces of personal data such as medical history, bank details, passport details etc. to create one universal ID.
Idea 2
Prototype 2
Although this feature makes the login time slightly longer for users, having a two-factor authentication system is valued by our audience, as it makes people feel more secure and helps to instill trust in the organisation who is holding their data.
Our third idea is to make sure that people's data is collected safely. In order to maintain people's privacy, our next feature will be a two- factor authentication system which requires two separate forms of identification, before personal data can be accessed.
Idea 3
Prototype 3
We found that generationally, younger people do not know how to operate scanners or may have difficulty with physical printed documents and may feel more comfortable with them being digital. While you can download separate applications to scan it, if it is all inclusive in the app, this provides a seamless experience.
Our fourth idea is the ability to upload your documents needed for applications directly onto your phone. When documents need to be provided to the government, like proof of identity for a visa application, you would be able to directly scan it via the app.
Idea 4
Prototype 4
This feature would use the data in order to prompt reminders for important upcoming events, dates, bills, etc. These automated reminders would come as a pop-up and allow the user to be reminded later or complete the action immediately.
Our fifth idea was based on our research that both Generation Z and millennials may be often more forgetful partially because of avid social media usage. As digital natives, they have learned to utilize their phones in ways that the app could benefit from replicating.
Idea 5
Prototype 5
These personalized recommendations will vary from information about local candidates in their area, if there is a new visa available that they may be eligible for, or in our example, energy saving tips. This feature serves as a way to use their data to make managing the app easier by doing it for them.
Our final idea is to provide another pop-up notification that serves as a personalized recommendation based on users data. Pop-ups provide an instantly engaging way for our target audience to pay attention to a certain feature. In addition, we've found that many feel that they are not connected to the GOV.UK brand. We think this is a way to make the app feel personalized, as well as demonstrate that GOV.UK cares about their users.
Idea 6
Prototype 6
Promoting the app using social media
- Create a dedicated social media presence for the app to make it easy for users to find and follow.
- Use paid adverts. Boost posts and run ads to reach a larger audience.
- Share user-generated content. Encourage users to repost their experiences with the app on social media.
- Use social media analytics. Track social media performance and use the data to improve strategies.
How would we market our features?
Use social media analytics. Track social media performance and use the data to improve strategies.
Share user-generated content. Encourage users to repost their experiences with the app on social media.
Use paid adverts. Boost posts and run ads to reach a larger audience.
Create a dedicated social media presence for the app to make it easy for users to find and follow.
How would we market our features?
Promoting the app using a promo
- Using promos is an effective way to increase awareness and drive more downloads.
- We would showcase key features and benefits, using videos to highlight to consumers the worth of the app.
- We would use real-world scenarios to describe how users can benefit from the app, this will help our audience to imaging themselves using the app in their own lives.
- We would use high-quality footage to ensure messages are clear and our audience are engaged.
- We would share these videos on social media sites, billboards and websites to drive more downloads.
How would we market our features?
Maximising the potential of the website
- Utilizing the website is a great way to drive app downloads because it is often the first point of contact for potential users. It can be useful to provide information on the app throughout the website to guide web users over to the app.
How would we market our features?
Utilizing Influencers
- Collaborating with influential content creators throughout Generation Z and Millennials is important. It will allow the knowledge of the app to be further widespread to a larger audience.