A NEW SERVICE TO SUPPORT AND REGULATE THE UK FISHERIES INDUSTRY POST BREXIT 

A NEW SERVICE TO SUPPORT AND REGULATE THE UK FISHERIES INDUSTRY POST BREXIT 

My Role
UX and Service Design

Client 
MMO (Marine Management Organisation). Part of DEFRA (Department for Environment, Food and Rural Affairs)

ABOUT THE PROJECT

It was deemed highly likely that the UK will require a new trade certification process to trade with EU, Post Brexit.

In the event of the UK being a third party to the EU, fish exporters would need to apply for a new document called an export catch certificate, and the marine management organisation would need to validate and verify them in order to meet EU requirements. This service is called Export Catch Certificates. 

As part of this project our team also developed a new service for all UK fisherman to be able to log fish caught on a vessel digitally. This service is called catch recording. 

OBJECTIVE

To create a new digital service and transform the current end-to-end process, so that UK fishing export companies can still trade with the EU (post Brexit) once any new requirements come into action.

TEAM STRUCTURE 

I was the service/user experience designer on a team that consisted of a user researcher, business analysts, a delivery manager, a technical architect and developers. These disciplines made up the core team, however we worked together with the departments head of service design, business change managers and senior stakeholders. 

KEY ACHIEVEMENTS

  • This project successfully passed a Government Digital Service alpha assessment. The outputs of our work laid out the end-to-end service design as well as tested coded prototypes for the service to be built in the Beta phase.

  • We developed a prototype that involved two systems to share and validate data, resulting in less manual input of data for both internal and external users, ultimately leading to less inaccuracies of data and better quality data within the system.

  • We identified six complex scenarios that relate to the key needs and pain points raised by participants. These scenarios have been used to stress test the wider business proposition and future policy.

UNDERSTANDING THE CURRENT SERVICE 

Working closely with the user researcher on my team, we went out into the field and undertook regular user research travelling around England, Scotland, Northern Ireland and Wales to cover the wide range of target user groups for the service. We identified a number complex scenarios of which the end state service would need to cater for.  

file

Writeups of user research interview insights 

DEFINING THE FUTURE SERVICE

We then used insights to inform and iterate the service proposition where we developed future state user flows.

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User flow of the Export Certificate digital service

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User flow of the Catch Recording digital service

THE DESIGN & PROCESS

Moving into the design phase, we developed a number of concepts that we initially tested using an inVision prototype with the screens designed in Sketch. This first few rounds of testing was focused on the general order of the screens within the journey and the content on each screen. We then moved to a more fluid coded prototype which allowed us to test the interaction patterns in more depth.

Working closely with the developers in my team, It allowed me to push the design as much as possible whilst understanding what was technically possible within our constraints. This meant we managed to achieve a coded prototype in the first few weeks. I also had already developed a Gov.uk toolkit library within sketch on a previous project which meant that we could design and iterate at a rapid pace. We tested many design options and were continuously iterating based on usability testing insights and stakeholder feedback. 

 

CHALLENGES 

One of the biggest pain points we identified during the research phase was the amount of data entry external users (merchants & exporters) had to do on a number of different documents & systems. This lead to a lot of data entry errors which made data validation for internal users (MMO staff) extremely difficult. This new service would require more data to be added on yet another system.

It was clear that we needed to come up with a solution so that the input of data entry for external users was kept to the minimum whilst still making sure they are compliant with the potential new regulations.

SOULTION

To solve this challenge we identified that as we were designing two systems in parallel it was possible to share data between these two systems. The first system (catch recording) is a system to record a log of fish caught on a vessel. The second (export certificate) references a consignment of these logs so they can be exported. We therefore wanted to design these systems so they could share data and pre populate some of this information.

We came up with a concept that allowed a user to search and add a catch recording to their export certificate (similar to an e-commerce experience of adding an item of clothing to a basket.) This meant that the catch recording data only had to be entered and validated once taking a considerable load off internal and external users. This resulted in less manual input of data, ultimately leading to less inaccuracies of data and better quality data within the system.

export certicate

Concept 1 (search)

We also created a second concept which allowed for users to still enter data manually. This was due to concerns that the first concept allowed access to existing fish log data, which could lead to commercial sensitivity issues without a robust identity management system in place. 

export manual

Concept 2 (Manual entry)

Website design and content © 2020 Harry Slagel.


Website design and content © 2019 Harry Slagel.


Website design and content © 2019 Harry Slagel.


Website design and content © 2019 Harry Slagel.


Website design and content © 2019 Harry Slagel.