Because everything is much harder when you’re under stress, MSD knew they needed a relentless focus on ease of use.
A touchstone throughout the project was the movie, I, Daniel Blake. In particular, the scene in which Daniel Blake, a cabinetmaker in Newcastle who has lost his job due to illness, struggles to use a computer to apply online for support.
Based on what MSD knew about their users, the guide had to:
• step people through a short, simple process
• use clear language
• be friendly and welcoming
• be open, informative and transparent
• avoid asking for information that identifies the user.