Paway
UX Design App Project
This User Experience project started with one question: How can we improve pets’ quality of life when being transported with their owners? It is known that many people in big cities don't own a car and therefore rely on public transportation or taxis to transport their pets with them. It was also discovered during this research that people living in cities like London and NYC are more likely to carry their pets with them.
Paway
UX Design App Project
Paway
UX Design App Project
This User Experience project started with one question: How can we improve pets’ quality of life when being transported with their owners? It is known that many people in big cities don't own a car and therefore rely on public transportation or taxis to transport their pets with them. It was also discovered during this research that people living in cities like London and NYC are more likely to carry their pets with them.
This User Experience project started with one question: How can we improve pets’ quality of life when being transported with their owners? It is known that many people in big cities don't own a car and therefore rely on public transportation or taxis to transport their pets with them. It was also discovered during this research that people living in cities like London and NYC are more likely to carry their pets with them.
Hi, I'm a User Experience and Research Lead
I help businesses develop and grow revenue by understanding people through research and strategy.
Designing Public Service Communication: A UX Strategy for a Digital Mailbox MVP
Led UX research for a government digital mailbox MVP, identifying usability barriers, accessibility issues, and user needs to shape a scalable, public service platform.
The Scottish Government sought to digitise postal communications to create a secure, efficient, and user-friendly government messaging system. As the UX Research Lead, I conducted strategic user research to define the optimal experience for a digital mailbox that integrates identity verification, secure messaging, and service accessibility.
Through extensive research with citizens, case managers, and advisors, we identified pain points, inefficiencies, and opportunities for innovation, shaping an MVP that directly impacts public sector efficiency and user trust.
.png)
Responsibilities
-
Lead UX Researcher – Driving user insights to inform digital transformation strategy.
-
Cross-functional Collaboration – Working with government stakeholders, policy teams, and service designers.
Hypothesis
-
A digital mailbox will streamline communication and reduce admin workload.
-
Users will prefer a secure, centralised system over postal services.
-
Real-time updates will enhance trust and engagement with public services.
Methodology
-
10 SME Interviews: Engaged with government experts and service providers to align policy, security, and digital transformation goals.
-
6 Usability Tests & 1:1 Interviews: Tested the digital mailbox prototype with citizens, identifying usability gaps and accessibility needs.
-
2 Focus Groups: Collaborated with case managers and client advisors to evaluate internal process challenges.
Goals
-
Identify key usability barriers and challenges in the MVP.
-
Validate user expectations for a digital communication.
-
Ensure seamless integration with government services.
-
Provide strategic recommendations for future iterations.
Strategic Approach:
Accessibility & Digital Literacy
Designed an inclusive UX experience to support users of all skill levels. Focused on mobile-first interactions as most users preferred tablets. Simplified navigation, text hierarchy, and input processes for clarity.
Streamlining Supporting Information
Identified delays caused by reliance on GP documentation. Proposed direct GP-to-mailbox document submissions to improve efficiency. Simplified guidance on acceptable documents to reduce confusion.
Improving Communication & Notifications
Proposed real-time notifications to reduce uncertainty and user frustration. Created clear, actionable prompts to help users understand next steps.
Trust & Security in Digital Services
Addressed user concerns on data privacy and security. Ensured users had control over their submitted documents and information.
Key Findings:
01.
Digital Trust Concerned about data security and privacy risks.
02.
Submission Delays: GP documents caused long processing times.
03.
Navigation Issues: Struggles with layout and key tasks.
04.
Status Tracking: Real-time updates instead of manual follow-ups.
Problem Statement
How can the Scottish Government modernise communication, ensuring secure, accessible, and efficient interactions while improving transparency and reducing administrative burden?
UX Research Insights:
01
Service Accessibility
Users wanted more options for accessing services beyond digital platforms.
Offline support options were necessary for those without internet access.
Some users needed simplified authentication for easier logins.
02
Task Completion Barriers
Users often abandoned forms due to unclear instructions.
Error messages were not helpful in guiding next steps.
Users needed clearer progress indicators to track completion.
03
Information Overload
Too much content
on screens overwhelmed users during applications.
Users skipped important steps when faced with excessive information.
A streamlined layout helped reduce confusion and errors.
04
Support System Gaps
Users lacked easy ways to contact support when facing issues.
Live chat or call-back options were preferred for quick help.
Self-service FAQs needed clearer language and structure.
05
Personalisation Preferences
Users wanted settings to adjust notifications based on urgency.
Customisable dashboards helped users prioritise important messages.
Flexible display options improved readability for different user needs.
User Needs
-
A secure, easy-to-use government portal for managing documents.
-
Real-time updates and notifications to reduce uncertainty.
-
Seamless document submission without GP delays.
-
Customisable settings to match individual preferences.
User Pain Points
❌ Difficult navigation led to frustration and incomplete tasks.
❌ Long processing times due to reliance on postal-based documents.
❌ Confusion over requirements delayed submissions and approvals.
❌ Lack of alternative verification options for ID confirmation.
Jakob’s Law
Used familiar navigation patterns to match user expectations.
Hick's Law
Reduced complexity by simplifying steps for key interactions.
Miller’s Law
Grouped information into digestible steps to reduce cognitive load.
Fitts's Law
Designed larger, accessible buttons for mobile usability.
Suggested Psychology of Design Principles and Laws
Conclusions and Recommendations
Digitisation must be user-centred
Ensure accessibility and trust.
Real-time updates improve user engagement
Reducing frustration
Cross-functional collaboration
Key for seamless government services.
Ongoing user testing
To help refine adoption and long-term usability.