Criterion 10. Keep it relevant

Criterion 10 – Keep it relevant

By responding to users’ feedback and changing needs with impactful improvements, the service will remain fit for purpose.

Your responsibilities

To successfully meet this criterion, agencies will need to:

improve the service across its life
schedule regular assessments
communicate service upgrades.

When to apply

Apply Criterion 10 during Beta and Live phases to test the effectiveness of improvements with users.

Consider this criterion across the Service design and delivery process to ensure the service remains fit for purpose.

Questions for consideration

What is outdated or needs improving?
What is and isn’t working?
What feedback has been received?
How will changes be communicated?
How do improvements align with the performance indicators set?

How to apply criterion 10

Make improvements: Increase people’s use of the service by continuously optimising performance, enhancing security, introducing relevant features, addressing bugs and increasing compatibility. Use metrics identified in Criterion 9 (‘Monitor your service’) to reveal the biggest opportunities for impact and ground improvements in evidence. Provide adequate training and materials for staff to support change.
Undertake assessments: Define the goals and scope of the assessment then observe performance and experience over time. Performance metrics might include load times, responsiveness or bottlenecks. Experience metrics might include entry/exit points, dwell time or task abandonment. Ongoing monitoring should be part of business-as-usual processes and a detailed review part of regular service evaluation.
Communicate the change: Develop a communication plan for how, when and through which channels to share updates and findings with users. When writing content, show how users’ feedback informed the actions that have been taken. Highlight key achievements or milestones reached and use real-life stories to demonstrate how users shaped change.

Guidance to keep it relevant

Keep abreast of what changes and improvements could be made incrementally, such as addressing bugs and introducing relevant features to your service. Use methods or tools such as:
- Establishing a robust system for reporting and tracking bugs. This could involve using issue tracking software to log bugs and assign them to appropriate team members.
- Establishing a routine (e.g., monthly, quarterly) to assess the overall performance of the service. This can involve reviewing user engagement, system performance, and the effectiveness of new features.
- Developing thorough testing protocols, including unit testing, integration testing, and user acceptance testing (UAT). Consider automated testing where possible to streamline this process.
Update your service by introducing relevant features, where there is a benefit for users. Use methods or tools such as:
- Conducting surveys, interviews, and usability tests to understand user needs and pain points. This research will inform feature development that aligns with user expectations and enhances the overall service.
- Staying up to date on new or popular features that are well-received, and consider how similar or improved features could be beneficial for your service.
Ensure that feedback can be provided so that you can make changes in line with what users want to see, and have asked for. Use methods or tools such as:
- Creating multiple channels for users to provide feedback, such as surveys, feedback forms, or user forums. This encourages users to share their thoughts and experiences.
- Ensuring that user support teams are responsive to feedback and inquiries. Acknowledge received feedback and communicate any actions taken in response.
- Using user feedback to continuously refine and improve the service. Highlight changes made based on user suggestions to foster a sense of community and investment among users.
Document your findings and recommendations to apply criterion 10:
- Implement version control to keep track of changes made over time.
- Document all user feedback received through various channels. This can be compiled in a dedicated feedback log.
- Track actions taken in response to user feedback, documenting any changes made based on this input. Include user testimonials or case studies where applicable.
- Make sure the data is collected and documented in a centralised knowledge repository.

Digital Service Standard