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(London.CityRegions.com, May 02, 2013 ) England, UK -- The UK government's website, gov.uk, has beat the competition from the Shad, and Olympic cauldron, and a revolutionary folding wheel to take the top Design of the Year 2013. It is the first time that a website has won the prize, as it has previously gone to items like low-energy light bulbs and folding plugs.
One might be hard-pressed to note exactly what it is that the website is given such an award for, and according to the designer, that is precisely the point. "We have tried to strip everything
away to make it as legible and intuitive as possible," says Ben Terrett, who heads up design at the Government Digital Service. "We've removed everything that gets in the way of fast and easy access to information."
The site was launched in October of 2012, and lived by the motto “simpler, clearer, faster”, and the site bring all the government's websites together under a single domain for the first time ever. It provides a one-stop shop for finding information and services for all things from passport applications and employment rights, to car tax renewals and the adopting of children.
"It's the kind of site that you might only visit once or twice a year," said Terret, "so you shouldn't have to understand how government works to be able to find something out. Booking a driving test should be the same as booking a prison visit."
The team was inspired from a history of public service designs. Everything from Harry Beck's London Underground map, to the motorway signage that was developed by Margaret Calvert and Jock Kinneir in the 1960s. For clarity and general consistency, the site also employs a single font, with an updated version of the transport typeface designed by Kinneir and Calvert, which is still utilized today.
The site's structure is guided by 10 design principles, including "start with user needs, not government needs", "be consistent, not uniform" and "do less", which came out of user feedback and developing a platform that could work across computers, phones and tablets.
"It's the classic example of form follows function," says Terrett. "Users are coming to find out what the VAT rate is, or what the minimum wage is – it's not about browsing, so the idea is to get people in and out as quickly as possible."
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