User-Centred Design

We learned the language of digital. Now it’s time to learn the practice.

I’ve spent most of my career helping teams move from talking about user-centred design (UCD) to actually doing it, often as part of digital transformation programmes. And one thing I’ve learned is this: transformation doesn’t stall because people don’t care. It stalls because we treat “digital” as technology, rather than a way of working and thinking.

Thank you for supporting our Crowdfunder

Thank you to everyone who’s supported our Transform Wales Crowdfunder so far — whether you’ve donated, shared, or cheered us on. Every contribution helps us grow the conversation about what a fairer, more digital Wales could look like.

A note on Artificial Intelligence (AI)

There is no explicit mention of using Artificial Intelligence (AI) in this report - we’ve done this on purpose. Throughout the next Senedd, it’ll be important for Welsh Government to explore the opportunities that AI provides - experiment, test, learn. Identify what opportunities work, and which don’t add value.

A better way

If Wales wants to rise to the challenge of improving public services, we have to change how we design and deliver them. That means putting people first, adopting modern and open ways of working, drawing on the best digital practices to build services that are simple, efficient, and designed around real life-needs.

A call to action

Wales can’t afford to fall further behind. This is more than digital reform. It’s how we build a more resilient, responsive Wales — one that works for everyone, for generations to come. The choice is clear. Stay stuck. Or lead the way.

Clear, bold and accountable leadership - How we get there

Transforming public service requires clear, bold leadership. Leadership that understands the scale of the change we need that’s prepared to challenge and be challenged. Leadership with the vision, authority and staying power to drive lasting change.

Delivering a new National Care and Support Service

The government has committed to creating a National Care and Support Service over the next decade, with full implementation from 2029. But a rigid, long-term plan risks being overtaken by events. A better way is to accelerate delivery by combining clear political intent with practical, test and learn reform.

High-level planning reform

Wales faces significant challenges in housing, infrastructure, climate change and public health. Yet the planning system – anchored in local development plans – is struggling to respond. Many local plans are outdated, the process for updating them is long and complex, and both communities and businesses find it hard to engage. Wrexham’s recent high-profile planning dispute illustrates the risks.

Invest in modern skills and expertise - How we get there

Better public services start with the right people. Modern, user-centred services require skills that still aren’t widespread across the Welsh public sector – especially in user research, service design, content design, delivery management and engineering.

Making this real

Grounding our ‘better way’ in practice. Fully adopting the approach set out in this report means changing how the Welsh Government designs policy and delivers services. To illustrate, we’ve sketched what the first 100 and 1,000 days might look like in two areas.

Reinvent funding and delivery mechanisms - How we get there

Transforming how government works also means transforming how it funds and delivers work. Across the Welsh public sector, the default model is still large, time-limited programmes that rely on cumbersome, multi-stage business cases. This process is slow, expensive and based on guesswork. It forces teams to commit upfront to fixed plans rather than testing risky assumptions or responding to real-world feedback.

Thanks and acknowledgements

We’re deeply grateful to the many people whose insights and feedback helped shape this report. This includes current and former public servants, ministers, academics, industry experts and Senedd watchers.

The challenge

The way we design and deliver public services is broken. For over a decade, we’ve failed to increase our state capacity as Welsh public services have faced growing pressures: rising demand alongside reduced funding. People need and expect more, but public services have failed to keep up….

Transforming public services for a modern Wales

This report outlines a strategy for transforming Welsh public services, not only to meet the urgent demands of the present but to deliver on the vision of the Well-being of Future Generations (Wales) Act 2015. We can ensure a prosperous, resilient, healthier, and more equal Wales for current and future generations.

Who we are

We’re a collective of digital transformation and design experts with decades of experience leading change across Welsh public services and UK Government.

Why this matters

Welsh public services haven’t kept up. Technology has transformed how we live, work, and connect with the world. People expect public services to be simple, fast, and user-friendly – just like everything else in their lives. But too often, government services are slow, clunky, and frustrating.

"User-Centred Design"