Summary of “Amazon, Airbnb, and Asos are all investing in this one simple design i”

Service design has been one of the greatest disruptive forces in our lives over the past 20 years.
I have worked in service design for roughly half of its life as an industry, and I’ve seen every kind of service.
As the home for all of the U.K. central government services, Gov.uk has to deal with millions of users trying to do complex tasks for the first time, so they recently changed the architecture of the site to enable users to find the task they were trying to complete, and navigate the various forms and guidance that are required to complete that service in a simple step-by-step guide-like learning to drive.
The service must clearly explain what is needed from the user in order to complete the service and what they can expect from the service provider in return.
The service must work in a way that does not unnecessarily expose a user to the internal structures of the organization providing the service.
If there’s an established custom for your service that benefits a user, your service should conform to that custom.
A service should not use language that assumes any prior knowledge of the service from the user.
Lou Downe is a designer, writer, and director of design and service standards for the U.K. Government.

The orginal article.