Overview
Turning complex import and export requirements into understandable steps.
Designed user journeys, UI, and content patterns for HMRC's Single Trade Window — helping move the UK closer to one consistent entry point for trade services.
The Problem
UK trade requirements were spread across dozens of separate systems.
Importers and exporters had to navigate multiple government platforms, each with different interfaces and terminology, to complete what should be a single task. The cognitive load was enormous — and compliance errors were common as a result.
What I Did
User journey & content design
Worked with policy and subject matter experts to understand import/export requirements, then translated them into clear user journeys. Designed content patterns using GDS guidelines — plain English, progressive disclosure, and consistent terminology.
HTML/CSS prototyping
Built working prototypes using the GOV.UK Prototype Kit to test journeys with real users. Prototyping in code allowed us to test interactions, form validation, and error states — not just static screens.
Interviews
Three insights that reshaped the service.
I supported and synthesised interviews with traders — importers, exporters, and intermediaries — across different experience levels, focusing on how they gather information, interpret requirements, and where they lose confidence in government services.
Traders needed confidence cues, not more information
Language mismatches created avoidable errors
Users followed their own workflows, not the service structure
User Journey
From first question to goods across the border.
I mapped the journey traders actually take — what they're trying to do, how they feel, where it breaks down, and the design ideas that could help — across every stage of an import or export.
Goal
Understand how to import or export goods
Problem
Unsure where to start
Idea
Guided start experience based on trade scenario
Goal
Find out what requirements apply
Problem
Information is spread across multiple government services
Idea
Single view of all applicable requirements
Goal
Gather the information and documents needed
Problem
Hard to know which requirements apply to a specific commodity
Idea
Personalised checklist of documents
Goal
Prepare and complete declarations
Problem
Duplicate data entry and complex forms
Idea
Reuse existing data and pre-populate submissions
Goal
Submit information quickly and correctly
Problem
Fear of delays, rejected submissions, or compliance issues
Idea
Clear validation before submitting
Goal
Get goods across the border without delays
Problem
No visibility of status after submitting
Idea
Real-time status tracking and clear next steps
Outcome