User insights help us to understand how we can develop GOV.UK to ensure it continues to meet people’s needs and work well for everyone. Learn about some of 2025’s main findings across the GOV.UK website, app and social media channels.
Discover what we’ve learned in the year since the GOV.UK website fully migrated to Google Analytics 4, and how our use of data is evolving as GOV.UK expands to multiple digital channels.
GOV.UK has run its first generative AI experiment to see how a Large Language Model (LLM) would work using GOV.UK content. Here are our early findings.
GOV.UK’s most-viewed content gives us crucial guidance about what our users are looking for and how we can develop our services. From a historic Coronation to key tax updates and a new system of emergency alerts, here were some of 2023’s big moments.
As the subject of over 100,000 Google searches a month, we know people are still looking to GOV.UK for information on coronavirus. So when we discovered the page was not meeting changing user needs, we made some improvements.
We’re always looking to improve GOV.UK for users, including government publishers. Here is how we identified some of the next improvements to the publishing experience.
The GOV.UK Account team has done a lot of user research into the value that a GOV.UK account could bring to users. Find out what questions they’ve been researching and what they’ve learned so far
User research helps us understand how people use GOV.UK and what we can do to improve their experience. Find out how a designer and a developer undertook pop-up research to test GOV.UK search on mobile devices.
On GOV.UK, we’ve just completed our 7th wave of usability benchmarking. It’s something we do every 6 months to get an insight into whether our efforts to improve GOV.UK are having a positive impact on the overall user experience.
Related content and links
Inside GOV.UK
A blog about running and improving GOV.UK, for anyone who is working on GOV.UK or interested in how the digital home of the UK government works. Written by the Government Digital Service team.
The GOV.UK app went live in public beta in July 2025. Find out what’s been happening, and what’s coming next,