GOV.UK Tax

GOV.UK is the UK Government's digital transformation agency. As an independent consultant prior to founding Path, founder Jaimes Nel led strategic design and user research for HMRC's (the UK tax agency) content transition to GOV.UK in 2013/2014.

GOV.UK is the UK Government's digital transformation agency. As an independent consultant prior to founding Path, founder Jaimes Nel led strategic design and user research for HMRC's (the UK tax agency) content transition to GOV.UK in 2013/2014.

With a mandate to make GOV.UK the clearest and fastest source of information and services for interacting with government, GOV.UK has radically reshaped government digital services in the UK and pioneered digital transformation in government globally.

Jaimes’ research shaped content and experiences across the breadth of HMRC content, for audiences ranging from first time to seasoned tax payers, tax professionals and HMRC staff. Through frameworks such as experience principles, archetypes and journeys his work supported content strategy, navigation and product development. Jaimes consistently championed a realistic approach to designing digital-first experiences to reduce the volume on contact centres without degrading service levels.

Working to help teams understand and design at the scale of the tax system helped Jaimes develop many of the approaches that Path now routinely deploys to support transformation at scale.