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Design patterns and content guidance

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This content is a work in progress

It should not be relied upon

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Contents

When to send notifications

Send notifications to reduce anxiety

Talk to your call centre staff to find out why people call – this is probably why they are anxious. For example:

  • I made a claim online – did it go through?
  • I sent you an application – did you receive it?
  • I sent you some supporting documents – did you receive them?
  • Did you approve my application?
  • Have you sent my new passport yet?
  • Has my application got lost or stuck somewhere?

Tell users if they need to do something

If someone needs to do something, tell them. For example:

Your MOT expires on 28 September – get an MOT

The deadline for tax returns is 31 January – complete your self assessment tax return

Your passport photo didn’t meet our standards – take a new photo

Security checks

When someone does something important, send a security check to the people who might be affected. For example:

  • We registered a Lasting Power of Attorney in your name
  • You no longer own the freehold for 1 Candle Street, Mile End, London
  • Sainsburys Ltd applied for planning permission for 3 Candle Street, Mile End, London

2-factor code

When someone wants to sign in, send a 2-factor authentication code to the number you have on file. For example: Your GOV.UK verification code is 123 456

Design patterns

Collecting contact preferences

Use radio buttons to ask the user how they’d like to be contacted:

  • by post
  • be email
  • by text message
  • by phone call

When the user selects a contact method, dynamically prompt them for contact details (if you don’t already have them)

Ask the user to pick one primary contact method. Users don’t like duplicate notifications.

You can still contact them by other contact methods if appropriate.

Collect these using the patterns in the Government Service Manual and the Hackpad.

Tell the user they’re going to receive notifications

Tell the user that you will send them notifications. For example:

We will email you about this petition, and nothing else. You can unsubscribe at any time

Content guidance

Include one important message

Don’t explain the whole process – just tell the user what will happen next.

  • If the user needs to do something, tell them what they have to do. Include a link if possible – see our Information security guidelines
  • When will the next thing happen? If the next step is important, tell them when it will happen. For example, we’ll make a decision by 28th October.
  • How long until they are done? If the next step isn’t important, just tell them when they’ll be completely finished. For example, you’ll get your new passport by 2nd November.

Don’t send a message for steps that aren’t important to the user. For example, you don’t need to tell the user about background checks unless they fail one of the checks.

Writing for notifications

  • Write tailored content. You’re writing to just one person – so tell them exactly what they need to know
  • Write as if you’re speaking – use personal language (you, we etc)
  • Tell the user when you’ll do something (by Tuesday, by 28th October) not how long you’ll take (within 3 working days, within 6 weeks)
  • Follow GOV.UK content guidance

Writing for SMS

  • Get the most important message in the first sentence
  • Write one idea per sentence
  • Make it as short as possible – but don’t use jargon or acronyms without explanation
  • Don’t say ‘Dear’ or ‘Hi’ – just launch straight in

Writing for emails and letters

Say ‘Dear’, not ‘Hi’ – some people prefer ‘Hi’ and some prefer ‘Dear’, but only the people who prefer ‘Dear’ care enough to complain when we say ‘Hi’

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