GOV.UK Verify

GOV.UK Verify is the UK government’s service to prove who you are online. It makes it safe, quick and easy to access government services like filing your tax or checking the information on your driving licence.

When you use GOV.UK Verify to access a government service, you choose from a list of identity providers (also called ‘certified companies’) that the government has approved to verify your identity.

I designed and built prototypes exploring how to reframe the introduction to Verify so users would understand why they were being given the choice of different companies, so they could make an informed decision, with the aim of increasing conversion rates.