Blog post: Making our services more consistent using page patterns

We’re using proven page patterns to help users move between services more easily and complete tasks with less effort.

Over the last few years, the digital team has created and used page patterns to make our services clearer and easier to use.

We’ve based these on GOV.UK patterns. These are researched, tested, widely used and familiar to many users of GOV.UK and other public sector websites.

Using consistent patterns

People come to our website to complete tasks. They may move between different services and different websites.

Using consistent patterns means users do not need to relearn how each service works.

At a recent Digital Public Services Wales patterns session, one user insight they shared stood out:

“After a while you know the layout, so it saves time. If people get used to doing things a certain way, they’re easier to do again and again.”

Our own research also shows that consistency helps users complete tasks more easily:

"This feels familiar, and in line with other things I do with NRW…it makes it easier".

The patterns we’re using

We’ve focused on six patterns:

• grouped headings
• step by step navigation
• check
• start
• applicant questions 
• confirmation

Each addresses an issue identified through service improvement work and user research.

Grouped headings

We use grouped headings to organise lists of links to pages, helping users scan and find what they need.

This works best when content is created around user needs and titles are descriptive. It is difficult to use with our legacy content which is not task-focused and is often begins with “Guidance on …”.

Step by step navigation

Some of our services are multi-step and span long periods of time.

Step by step navigation helps users find information by grouping primary steps under expandable headings.

We worked with our developers to create the GOV.UK step by step navigation pattern. This is being tested as part of a service improvement project.

Check

Users often want a quick answer to questions such as “Do I need a licence or permit?”.

We have lots of guidance attempting to give answers. Users often find it difficult to navigate and understand.

The “Check” pattern condenses this content into structured steps, helping users reach a clear outcome, quickly.

One of our current challenges is how check patterns work with AI tools, as they cannot always discover content within the service.

Start

Before 2022, users accessed most services through Word forms. Information about how to complete the form would usually be in a separate document.

Now that most forms are online, we use a start page pattern that helps users know:

• what the service is
• who it’s for
• what they need to do

This supports better completion and reduces errors.

We know that many users prefer to go straight to the form start button and work out what to do from there, so we include hint text in forms - or link users back to the website at the point they need it. 

Applicant questions

We use GOV.UK’s pattern for name, address and contact details which were simple to agree and implement.

We’re working on two complex areas: who is the applicant and how people want to communicate with us.

Who is the applicant

Often, the form user can be a consultant or agent representing the person who will be named on a licence.

We are exploring how we can simply:

• ask ‘who is applying’ and ‘who will be the licence holder’
• gather information we need for the role type
• route users so they answer only the questions relevant to them

Welsh, English and how people want to communicate

We are also thinking about how to capture people’s language and communication preferences.

For example, users may:

• have access needs
• want the licence in English but communicate in Welsh 

This can apply to both the person named on the licence and the person completing the form.

Confirmation

Users were not always sure what happened after sending us a Word form. There was evidence of users contacting us to check if we’d received their form.

Now most forms are online, we use a confirmation page and email to:

• confirm the task is complete
• explain what happens next

This gives users immediate reassurance and the email means they can keep proof we’ve received their form.

Testing in real services

We test page patterns in service improvement projects.

This helps identify where patterns work well and where changes are needed.

We also work with teams across NRW so they continue to get the information they need to process forms.

Where we are now

We have the beginnings of a pattern library in our team Wiki and Miro.

It’s helping us:

• work with subject matter experts during service improvement projects
• be consistent across services
• share approaches with external partners
• feed into wider work on an NRW design system

We’ve blogged previously about how changing our feedback pattern increased user take-up.

We'll be blogging soon about how we're helping users carry out actions in forms. 

What’s next

We will:

• test and refine patterns
• strengthen bilingual design
• continue to learn from the Digital Public Services Wales and the UK Service Patterns Community

The team’s iterative work supports a more consistent approach to designing and delivering our services.