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2.7-2.7-1.2-2.7-2.7-2.7z"></path> </svg> </a> </div> </div> </header> <div class="govuk-width-container"> <header class="header" aria-label="blog name"> <div class="govuk-grid-row"> <div class="govuk-grid-column-two-thirds"> <h1 class="blog-title govuk-heading-xl"> <span class="blog"><a href="https://web.archive.org/web/20240527135001/https://www.blog.gov.uk/">Blog</a></span> <a href="https://web.archive.org/web/20240527135001/https://insidegovuk.blog.gov.uk/">Inside GOV.UK</a> </h1> <div class="bottom blog-meta"> <dl> <dt>Organisations:</dt> <dd><a href="https://web.archive.org/web/20240527135001/https://www.gov.uk/government/organisations/government-digital-service">Government Digital Service</a></dd> </dl> </div> </div> <div class="govuk-grid-column-one-third"> <div class="bottom search-container"> <form role="search" method="get" id="searchform" class="form-search" action="https://web.archive.org/web/20240527135001/https://insidegovuk.blog.gov.uk/"> <label class="govuk-visually-hidden" for="s">Search for:</label> <div class="search-input-wrapper"> <input type="search" value="" name="s" id="s" class="search-query" placeholder="Search blog"> <input type="submit" id="searchsubmit" value="Search" class="btn"> </div> </form> </div> </div> </div> </header> <main id="content" class="govuk-grid-row" role="main"> <div class="govuk-grid-column-two-thirds main-content"> <article class="clearfix post-12915 post type-post status-publish format-standard has-post-thumbnail hentry category-finding-things category-what-were-working-on tag-new-features tag-user-needs"> <div class="visible-print"> <p>https://insidegovuk.blog.gov.uk/2023/12/21/updating-the-gov-uk-licence-finder/</p> </div> <header> <h1 class="govuk-heading-xl">Updating the GOV.UK licence finder</h1> <div class="govuk-body-s"> <span class="govuk-visually-hidden">Posted by: </span> <a href="https://web.archive.org/web/20240527135001/https://insidegovuk.blog.gov.uk/author/jessie-rossington-former-product-manager-gov-uk/" title="Posts by Jessie Rossington, former Product Manager, GOV.UK" class="author url fn" rel="author">Jessie Rossington, former Product Manager, GOV.UK</a> and <a href="https://web.archive.org/web/20240527135001/https://insidegovuk.blog.gov.uk/author/peter-hartshorn-developer-gov-uk/" title="Posts by Peter Hartshorn, Developer, GOV.UK" class="author url fn" rel="author">Peter Hartshorn, Developer, GOV.UK</a>, <span class="govuk-visually-hidden">Posted on: </span><time class="updated" datetime="2023-12-21T13:10:54+00:00" pubdate>21 December 2023</time> - <span class="govuk-visually-hidden">Categories: </span> <a href="https://web.archive.org/web/20240527135001/https://insidegovuk.blog.gov.uk/category/finding-things/" rel="category tag">Finding things</a>, <a href="https://web.archive.org/web/20240527135001/https://insidegovuk.blog.gov.uk/category/what-were-working-on/" rel="category tag">What we're working on</a></div> </header> <div class="entry-content"> <p><img fetchpriority="high" decoding="async" class=" wp-image-12918 aligncenter" src="https://web.archive.org/web/20240527135001im_/https://insidegovuk.blog.gov.uk/wp-content/uploads/sites/24/2023/12/Find-a-license-310x207.jpg" alt="A woman holds a smartphone displaying GOV.UK’s ‘Find a licence’ page while standing in front of a laptop which is placed on a table" width="716" height="478" srcset="https://web.archive.org/web/20240527135001im_/https://insidegovuk.blog.gov.uk/wp-content/uploads/sites/24/2023/12/Find-a-license-310x207.jpg 310w, https://web.archive.org/web/20240527135001im_/https://insidegovuk.blog.gov.uk/wp-content/uploads/sites/24/2023/12/Find-a-license-620x413.jpg 620w, https://web.archive.org/web/20240527135001im_/https://insidegovuk.blog.gov.uk/wp-content/uploads/sites/24/2023/12/Find-a-license-768x512.jpg 768w, https://web.archive.org/web/20240527135001im_/https://insidegovuk.blog.gov.uk/wp-content/uploads/sites/24/2023/12/Find-a-license-1536x1024.jpg 1536w, https://web.archive.org/web/20240527135001im_/https://insidegovuk.blog.gov.uk/wp-content/uploads/sites/24/2023/12/Find-a-license-2048x1365.jpg 2048w" sizes="(max-width: 716px) 100vw, 716px"/></p> <p><a href="https://web.archive.org/web/20240527135001/https://gds.blog.gov.uk/2022/12/20/government-digital-service-updates-on-our-2021-2024-strategy/">GDS exists</a> to make digital government simpler, clearer and faster for all - based on the principle that good online services are better for users, and cheaper for the taxpayer. That’s why our product teams working on GOV.UK regularly evaluate the tools we offer to make sure they’re still fit for purpose and providing the right information quickly, every time it’s required.</p> <p>One of these tools, <a href="https://web.archive.org/web/20240527135001/https://www.gov.uk/find-licences">Find a Licence</a>, allows people to search for and find licences that they might need for their business, home or another activity. Individuals starting a business need to know which licences they need, so they can operate safely and legally. For example, someone opening a restaurant may need a licence to serve alcohol, a licence to advertise their business, or a licence to play music in the background.</p> <p>The legacy Licence Finder tool was created 10 years ago, but analytics indicated that it was in need of some improvements. So we set out to develop a new version, focusing on the part of the user journey where people are seeking out licences.</p> <p>Since launching the new Find a Licence tool the data has shown some highly encouraging results. User satisfaction is up markedly and, by engaging with the Department for Business and Trade and simplifying the content management, we’ve increased the number of findable licences by more than half. This post explains how we delivered this successful outcome for users and what happens next.</p> <h2>Looking at the previous tool</h2> <p>Reviewing analytics identified a number of issues with the previous licence finder, which prompted us to prioritise this work. We knew the licence finder was not working as it should. We could see that people were dropping out of the journey and not reaching the final page, and we knew we could improve the accessibility.</p> <figure id="attachment_12919" class="thumbnail wp-caption aligncenter" style="width: 634px"><img decoding="async" class=" wp-image-12919" src="https://web.archive.org/web/20240527135001im_/https://insidegovuk.blog.gov.uk/wp-content/uploads/sites/24/2023/12/image1-1-310x176.png" alt="The previous version of the licence finder" width="634" height="360" srcset="https://web.archive.org/web/20240527135001im_/https://insidegovuk.blog.gov.uk/wp-content/uploads/sites/24/2023/12/image1-1-310x176.png 310w, https://web.archive.org/web/20240527135001im_/https://insidegovuk.blog.gov.uk/wp-content/uploads/sites/24/2023/12/image1-1-620x352.png 620w, https://web.archive.org/web/20240527135001im_/https://insidegovuk.blog.gov.uk/wp-content/uploads/sites/24/2023/12/image1-1-768x436.png 768w, https://web.archive.org/web/20240527135001im_/https://insidegovuk.blog.gov.uk/wp-content/uploads/sites/24/2023/12/image1-1-1536x871.png 1536w, https://web.archive.org/web/20240527135001im_/https://insidegovuk.blog.gov.uk/wp-content/uploads/sites/24/2023/12/image1-1.png 1999w" sizes="(max-width: 634px) 100vw, 634px"/><figcaption class="caption wp-caption-text">The previous version of the licence finder</figcaption></figure> <p>Secondly, the previous content maintenance model was inefficient. Departments had to raise a ticket and GDS developers had to hardcode content. These dependencies meant it was complex and expensive to keep the tool up-to-date and accurate.</p> <h2>Listing the essentials</h2> <p><a href="https://web.archive.org/web/20240527135001/https://gds.blog.gov.uk/2023/06/06/putting-growth-at-the-heart-of-gov-uks-strategy/">GOV.UK has a strategy</a> to ensure that more people get better outcomes from government by making it quicker and easier for users to access information and services. In line with these goals, we drew up a list of the essential requirements the new solution needed to meet. We wanted to be certain that it:</p> <ul> <li>was easy to use</li> <li>was straightforward for departmental content designers to maintain their content long-term</li> <li>enabled the government to make more licences easily findable online</li> <li>removed <a href="https://web.archive.org/web/20240527135001/https://insidegovuk.blog.gov.uk/2018/02/19/classifying-and-measuring-tech-debt-in-gov-uk/">tech debt</a> and reduced maintenance costs</li> </ul> <p>It was also essential for us to form partnerships with other departments across government in order to develop the tool. We collaborated closely with the Department for Business and Trade (DBT), who are responsible for the overarching policy around licences, business and trade, as well as with another 30 government departments, arms length bodies and devolved nations to empower them to own and maintain their licence content.</p> <h2>Putting our plans in motion</h2> <p>GOV.UK’s responsibility was developing a solution, from <a href="https://web.archive.org/web/20240527135001/https://www.gov.uk/service-manual/agile-delivery/how-the-discovery-phase-works">discovery</a> - the process of understanding the problem that needs to be solved - to <a href="https://web.archive.org/web/20240527135001/https://www.gov.uk/service-manual/agile-delivery/how-the-live-phase-works">live</a>, when the new service would be rolled out.</p> <p>After analysing the tool that already existed, we carried out user research to understand pain points and user needs, which we translated into prioritised requirements. We created a prototype, which we tested with users, and then iterated, based on user feedback. We prioritised 4 areas of iterations: search functionality, design, accessibility and content.</p> <p>Some of the iterations we implemented included improving the relevance of search results and improving the user experience for mobile users. We validated iterations by testing the solution with users, before launching a minimum viable product (the simplest version of a product that still has sufficient features to attract users and gather feedback).</p> <h2>What happens next</h2> <p>The new Find a Licence tool launched in July. Since the launch, analytics suggest the tool has resulted in an improved user experience, with the numbers showing that 431 licences are now findable with the tool, compared to 263 previously - a rise of 64% - while user satisfaction has risen by 20%.</p> <figure id="attachment_12923" class="thumbnail wp-caption aligncenter" style="width: 683px"><img decoding="async" class=" wp-image-12923" src="https://web.archive.org/web/20240527135001im_/https://insidegovuk.blog.gov.uk/wp-content/uploads/sites/24/2023/12/image3-310x201.png" alt="The new Find a Licence tool" width="683" height="443" srcset="https://web.archive.org/web/20240527135001im_/https://insidegovuk.blog.gov.uk/wp-content/uploads/sites/24/2023/12/image3-310x201.png 310w, https://web.archive.org/web/20240527135001im_/https://insidegovuk.blog.gov.uk/wp-content/uploads/sites/24/2023/12/image3-620x401.png 620w, https://web.archive.org/web/20240527135001im_/https://insidegovuk.blog.gov.uk/wp-content/uploads/sites/24/2023/12/image3-768x497.png 768w, https://web.archive.org/web/20240527135001im_/https://insidegovuk.blog.gov.uk/wp-content/uploads/sites/24/2023/12/image3.png 790w" sizes="(max-width: 683px) 100vw, 683px"/><figcaption class="caption wp-caption-text">The new Find a Licence tool</figcaption></figure> <p>Results like these demonstrate how taking a user-focused approach, and cutting the complexity of our processes behind the scenes, can help more people to get the right support from government. But there’s still more work to do. Departments will be adding and updating their licence content over the next few months, and we will be monitoring analytics in order to identify usability issues and rolling out iterations where necessary.</p> <div class="highlight"> <p><a href="https://web.archive.org/web/20240527135001/https://insidegovuk.blog.gov.uk/subscribe/">Subscribe to Inside GOV.UK</a> to keep up to date with our work.</p> </div> </div> <div class="footer single"> <p class="govuk-body-s tags"><strong>Tags:</strong> <a href="https://web.archive.org/web/20240527135001/https://insidegovuk.blog.gov.uk/tag/new-features/" rel="tag">new features</a>, <a href="https://web.archive.org/web/20240527135001/https://insidegovuk.blog.gov.uk/tag/user-needs/" rel="tag">user needs</a></p> </div> </article> <nav class="page-numbers-container page-navigation" aria-label="Pagination"> <div class="previous"> <a href="https://web.archive.org/web/20240527135001/https://insidegovuk.blog.gov.uk/2023/12/08/changing-the-gov-uk-proposition-supporting-our-strategy-for-growth/" rel="prev">Changing the GOV.UK proposition: supporting our strategy for growth</a> </div> <div class="next"> <a href="https://web.archive.org/web/20240527135001/https://insidegovuk.blog.gov.uk/2024/01/08/in-numbers-how-people-used-gov-uk-in-2023/" rel="next">In numbers: How people used GOV.UK in 2023</a> </div> </nav> <h2 class="govuk-visually-hidden">Sharing and comments</h2> <div class="icons-buttons"> <h3>Share this page</h3> <ul> <li> <a target="_blank" href="https://web.archive.org/web/20240527135001/https://twitter.com/intent/tweet?original_referer&url=https%3A%2F%2Finsidegovuk.blog.gov.uk%2F2023%2F12%2F21%2Fupdating-the-gov-uk-licence-finder%2F&text=Updating+the+GOV.UK+licence+finder" class="twitter">Twitter</a> </li> <li> <a target="_blank" href="https://web.archive.org/web/20240527135001/https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Finsidegovuk.blog.gov.uk%2F2023%2F12%2F21%2Fupdating-the-gov-uk-licence-finder%2F" class="facebook">Facebook</a> </li> <li> <a target="_blank" href="https://web.archive.org/web/20240527135001/https://www.linkedin.com/shareArticle?url=https%3A%2F%2Finsidegovuk.blog.gov.uk%2F2023%2F12%2F21%2Fupdating-the-gov-uk-licence-finder%2F" class="linkedin">LinkedIn</a> </li> <li> <a href="https://web.archive.org/web/20240527135001/mailto:/?subject=I wanted to share this post with you from Inside GOV.UK&body=Updating the GOV.UK licence finder https://insidegovuk.blog.gov.uk/2023/12/21/updating-the-gov-uk-licence-finder/" class="email">Email</a> </li> </ul> <div class="clearfix"></div> </div> <section id="comments" class="comments"> <h3 class="govuk-heading-m">4 comments</h3> <ol class="media-list"> <li id="comment-60905" class="comment even thread-even depth-1 media comment-60905"> <div class="media-body"> <p class="govuk-body media-heading"> <span class="govuk-visually-hidden">Comment by</span> <span class="author">Huw Pritchard</span> <span class="govuk-visually-hidden">posted on </span> <time datetime="2023-12-26T10:32:50+00:00">26 December 2023</time> </p> <div class="comment-body"> <p>Hi - As a former information manager, I've been interested in this service for quite a long time. I'm glad to see work being done on it - I remember quite a few pinchpoints in the old service, although it's so long ago now I don't recall the details</p> <p>I've just tried a few licences, and my initial questions are -</p> <p>Will the service eventually fire up a template branded to the relevant LA's own identity, and that this can be completed by the user and sent directly to the LA (without downloading, attaching and all that faff). ATM, the few examples I chose send the user off to external sites to complete the forms</p> <p>How do hope to be able to offer the service bilingually (English/Welsh) - as you know a legal requirement for public bodies operating in Wales</p> <p>Some challenges still, but good work so far, clearly explained</p> <p>Happy rest of Christmas</p> <div class="comment-links"> <a href="https://web.archive.org/web/20240527135001/https://insidegovuk.blog.gov.uk/2023/12/21/updating-the-gov-uk-licence-finder/#comment-60905" rel="external nofollow">Link to this comment</a> </div> </div> </div></li> <li id="comment-60907" class="comment odd alt thread-odd thread-alt depth-1 media comment-60907"> <div class="media-body"> <p class="govuk-body media-heading"> <span class="govuk-visually-hidden">Comment by</span> <span class="author">Kristie Lawton</span> <span class="govuk-visually-hidden">posted on </span> <time datetime="2023-12-29T10:56:11+00:00">29 December 2023</time> </p> <div class="comment-body"> <p>Really interesting blog post - thanks for sharing. Can I ask how you measured the user experience improvement?</p> <div class="comment-links"> <a href="https://web.archive.org/web/20240527135001/https://insidegovuk.blog.gov.uk/2023/12/21/updating-the-gov-uk-licence-finder/#comment-60907" rel="external nofollow">Link to this comment</a> </div> </div> <ul class="comment even thread-even depth-1 media unstyled comment-60907"> <li id="comment-60929" class="comment byuser comment-author-richardblackledge bypostauthor odd alt depth-2 media comment-60929"> <span class="govuk-visually-hidden">Replies to Kristie Lawton></span> <div class="media-body"> <p class="govuk-body media-heading"> <span class="govuk-visually-hidden">Comment by</span> <span class="author"><a href="https://web.archive.org/web/20240527135001/https://insidegovuk.blog.gov.uk/author/richardblackledge/">Carmen Navarro</a></span> <span class="govuk-visually-hidden">posted on </span> <time datetime="2024-01-09T10:05:45+00:00">09 January 2024</time> </p> <div class="comment-body"> <p>Hi Kristie,<br/> Thanks for your comment. The improvement in user experience was measured using the button at the bottom of the licence finder page which asks users 'Is this page useful?', comparing the number of people answering yes or no when using the old and new versions of the tool.<br/> Thanks,<br/> Carmen Navarro, senior performance analyst, GOV.UK</p> <div class="comment-links"> <a href="https://web.archive.org/web/20240527135001/https://insidegovuk.blog.gov.uk/2023/12/21/updating-the-gov-uk-licence-finder/#comment-60929" rel="external nofollow">Link to this comment</a> </div> </div> <ul class="comment byuser comment-author-richardblackledge bypostauthor even depth-2 media unstyled comment-60929"> <li id="comment-60931" class="comment odd alt depth-3 media comment-60931"> <span class="govuk-visually-hidden">Replies to Carmen Navarro></span> <div class="media-body"> <p class="govuk-body media-heading"> <span class="govuk-visually-hidden">Comment by</span> <span class="author">Kristie Lawton</span> <span class="govuk-visually-hidden">posted on </span> <time datetime="2024-01-09T11:58:27+00:00">09 January 2024</time> </p> <div class="comment-body"> <p>Thanks Carmen.</p> <div class="comment-links"> <a href="https://web.archive.org/web/20240527135001/https://insidegovuk.blog.gov.uk/2023/12/21/updating-the-gov-uk-licence-finder/#comment-60931" rel="external nofollow">Link to this comment</a> </div> </div> </div></li> </ul></div></li> </ul></div></li> </ol> </section> </div> <div class="govuk-grid-column-one-third sidebar-contain"> <div class="sidebar"> <h2 class="govuk-heading-m govuk-visually-hidden">Related content and links</h2> <section class="widget about_widget"><h3>Inside GOV.UK</h3><p>A blog about running and improving the GOV.UK website, for anyone who is working on GOV.UK or interested in how the digital home of the UK government works. 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