My work spans service design, content design, editorial strategy and creative storytelling.
Across government, regulated services and digital products, I specialise in making complex things clearer: simplifying journeys, translating policy into usable experiences, improving live services, and creating content models that work in practice.
Below is a selection of my work, grouped by theme.
Complex services and transformation
Register for Self Assessment
HMRC · Service design · Content design · Automation · GOV.UK
I led the redesign of HMRC’s Self Assessment registration service, bringing together separate legacy routes for self-employed, non-self-employed and returning users into one clearer service. The work involved simplifying the journey, removing unnecessary questions, designing around legacy constraints and helping create a service that could support greater automation at scale.
What this demonstrates:
Service design · Content design · Legacy transformation · Stakeholder influence · GOV.UK service standards
Tell HMRC you no longer need to send a tax return
HMRC · Service design · Content design · Live service · Analytics
I redesigned a live HMRC service around users’ circumstances rather than internal administrative request types. Using analytics, user research and operational insight, I helped eliminate repeat and conflicting requests, improve automation and reduce avoidable caseworker effort.
What this demonstrates:
Live-service iteration · Analytics · Service redesign · Automation · Operational impact
Appeal a Self Assessment penalty
HMRC · Service design · Content design · Decision design · Automation
I designed a new approach to penalty appeals that turned policy and caseworker judgement into structured service logic. The service gathers the evidence needed for an appeal, automates safe approval scenarios, and routes anything outside agreed criteria to a caseworker.
What this demonstrates:
Policy translation · Decision design · Automation · Service logic · Content design
Apply for a Gender Recognition Certificate
Government Equalities Office / Cabinet Office · Content design · Sensitive services
I worked on the online Gender Recognition Certificate service, helping make a sensitive, evidence-heavy process easier to understand and complete. A key part of the work was designing clearer guidance and a document checker that generated a tailored checklist based on the user’s circumstances.
What this demonstrates:
Sensitive language · Evidence-heavy journeys · Content design · Guidance design · Service logic
Self Assessment repayments discovery
HMRC · Discovery · Service design · Strategic design
I was asked to explore why repayment requests were ending up in long-running failure states and what HMRC could do to improve the experience. Rather than focusing only on a tracker, I reframed the problem around prevention: identifying avoidable causes, reducing invalid requests and proposing a broader future approach to service design.
What this demonstrates:
Discovery · Strategic reframing · Root-cause analysis · Service design · Senior stakeholder influence
Additional detail on request.
Content strategy, products and editorial
TapSmart
Editorial strategy · Product thinking · Content operations · Commercial content
At TapSmart, I redesigned how content was created, published and reused across a small portfolio of apps and digital products. I developed a content ecosystem that linked the Swipe app magazine, the TapSmart website and the established Tips & Tricks app, helping drive more frequent app opens, stabilise ad revenue and reduce reliance on development resource for routine publishing.
What this demonstrates:
Editorial leadership · Product strategy · Audience engagement · Publishing workflow · Commercial awareness
Agroceutical Products: finding the human story behind innovation
UK Research and Innovation · Creative content · Storytelling
I proposed and helped create a more narrative-led film and written case study for Agroceutical Products, a Welsh farming business growing daffodils used in treatments for Alzheimer’s disease. Instead of a standard corporate talking-head piece, I reframed the story around three generations of a family farm and what was at stake for its future.
What this demonstrates:
Creative direction · Interviewing · Storytelling · Editorial judgement · Multi-format content
Publishing, operations and communications
Department for Transport: Brexit communications and publishing operations
Department for Transport · Content design · Digital publishing · Team leadership
I worked in a newly created Brexit communications team, publishing GOV.UK content, policy material and communications related to the movement of goods into and out of the UK. Later, during the pandemic, I helped reduce a large backlog of unresolved content requests by around 80%, improving how the team handled requests and supporting junior colleagues to move work forward more effectively.
What this demonstrates:
Digital publishing · Operational improvement · Team leadership · Accessibility · Government communications
Universal Credit
Department for Work and Pensions · Content design · Live service
I worked as a Content Designer in a multidisciplinary sprint team supporting Universal Credit. I reviewed and improved existing live-service content, responding to user feedback, stakeholder requirements and technical changes, and took changes through review and sign-off.
The role gave me experience of continuous iteration within one of government’s largest and most complex transactional services.
What this demonstrates:
Content design · Live-service iteration · GOV.UK · Agile delivery
More detail available on request.
Valuation Office Agency
Content design · Dashboard UX · Beta delivery
I joined the Valuation Office Agency during alpha and private beta to improve a service used by local authorities to report changes to properties. I reviewed and rewrote content, improved the structure and clarity of the dashboard, and supported the introduction of additional features including file uploads and messaging.
What this demonstrates:
Content design · Dashboard UX · Information hierarchy · Plain English · Beta delivery
More detail available on request
Earlier communications work
Brexit communications and public information
Department for Transport · Policy publishing · Communications
Alongside GOV.UK publishing, I supported wider communication activity including press releases and printed public information materials. This work involved coordinating with policy teams, press officers and communications colleagues to make complex and fast-moving policy understandable to different audiences.
What this demonstrates:
Publishing · Cross-team collaboration · Public information · Policy communication
How to read these case studies
Some projects above have full case studies, while others are shorter supporting summaries.
The case studies go deeper where there is a strong story about design thinking, problem-solving or impact. The shorter summaries help show the broader range of my work across service design, content design, publishing, operations, editorial strategy and creative storytelling.
Some of these case studies will be password protected if the work is sensitive or ongoing. If I’ve not provided you the link to my portfolio with the password, you can contact me.
Andy Price 