Paul Annett Product Designer

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My role

Design lead, GOV.UK transactional services.


Prototype for online voter registration.

Examples below

Sketched wireframes, prototype interactions

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After working on the Alpha and Beta of GOV.UK’s published content (read my case study), I moved to lead the design for transactional services. I worked as the Cabinet Office stakeholder visiting many departmental digital teams around the country, and being hands-on on some of the Cabinet Office’s own services, including Register to vote.

Prototyping for this service began in late 2012, giving us a lead time of about two years before it would be needed for the next UK general election – at which time the new online service saw 7.7 million new voter registrations with a 91.5% satisfaction rate from users.


I took a hands-on role, working with a team of contracting developers to design and build a fully working front-end prototype based on the smart answers platform we had built for the GOV.UK beta.

We recruited user test participants and held sessions at the Treasury in Whitehall, where ministers and civil servants from across government were invited to observe our work.

Starting early allowed us to innovate on aspects of form design which could be re-used across other government services, and learn what would and, more importantly, wouldn’t work. It also gave us time to negotiate with stakeholders on the minimum number of questions required for the transaction. If a question was to be marked as optional, we would question why we were even gathering that piece of information, and simply remove it from the flow altogether.

The finished design uses the very simple multi-step process we prototyped, with a single question per page – accessible to all users regardless of their comfort with technology.

GDS prototyping Responsive design planning

Register to vote prototype User testing an early desktop prototype


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