Re-designing a service for vulnerable users in a digital age
summary
A government benefit is rebuilt as an online application with instant decision online form and a prepaid contactless card that reloads every four weeks; retailer registration is dropped so the card works in any shop. A 12-person delivery team embeds policy, runs diary studies (11 users over two weeks), gorilla testing and phone/text outreach to reach hard‑to‑find people. Scale: ~290,000 users (65% uptake) and ~12,000 applications per cycle. Findings: single‑item purchases work well, multi‑shop split‑payment confuses about half of users, and legislation and operations are being changed to match.
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chapters (22)
- 0:00Introduction
- 0:43What is Healthy Start
- 8:00Team structure
- 13:07Goal No one gets left behind
- 13:51Ongoing dialogues
- 14:13What would Ryan do
- 14:45Every team member gains valuable experience
- 15:35Research
- 16:56Life events
- 18:22Research methods
- 18:49Research findings
- 20:42Service blueprint
- 23:47Car Trial
- 24:22Single Shop
- 26:07Different to other services
- 26:44Application
- 27:13Phishing
- 28:09Communication
- 29:01Vouchers
- 29:46Language
- 31:13Learnings
- 32:02Summary
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