Digitising the application process involved more than converting an offline form into an online service. It required rethinking the entire journey to improve efficiency, accessibility, and usability.
Moving to a digital service helped:
- reduce administrative burden
- enhance data security
- make the application process more seamless for schools
The School-Based Nursery (SBN) online service was designed to retain the form’s core functionality while optimising the process to better meet user needs.
This article outlines the:
- benefits
- key design decisions
- challenges
- lessons learned
Benefits of digitising forms
The programme’s initial approach was for schools to fill out an offline application form, which was sent out to them to complete.
When we joined the project, our goal was to make the application process easier for schools, reduce their workload, and increase accessibility.
Having schools manually complete the form created several challenges, including additional work in filling out, submitting, and processing the form.
After assessing the existing process, we decided that converting the offline document into an online service would provide the most effective solution.
This shift to a digital service brought several significant benefits, including:
- Improved efficiency - The online service streamlined the process, allowing schools to complete applications faster and more easily, without the formatting and submission issues associated with Word documents.
- Enhanced data security – Built-in security measures ensured that sensitive data was protected, meeting privacy and compliance standards.
- Greater accessibility – The service was designed with accessibility in mind, ensuring it was compatible with screen readers, keyboard navigation, and mobile devices, making it easier for all users, including those with disabilities, to apply.
Digitising the application process not only made it easier for schools to apply but also opened the door for more schools to engage with the process, improving overall participation.
Simplifying and structuring content
A well-structured application form does more than collect information—it shapes the user’s experience and influences the quality of responses.
Before making any changes, we assessed the offline form’s structure and wording to identify unnecessary complexity, unclear instructions, and redundant fields.
Through our analysis, we identified unnecessary complexity, unclear wording, and redundant fields, allowing us to simplify the form by removing non-essential content and improving its logical flow.
This evaluation allowed us to:
- remove repetitive or non-essential content
- clarify ambiguous wording
- ensure that sections flowed in a logical order
Prioritising essential information and simplifying the language made the form more intuitive while maintaining the integrity of the required information.
Accessibility and inclusivity
While Word documents can be accessible, they often present challenges for screen reader users and are not optimised for mobile use.
Transforming the offline form into an online service significantly improved accessibility, ensuring a more inclusive experience.
Key accessibility features included:
- Screen reader compatibility: Ensuring that the service works seamlessly with screen readers to assist visually impaired users.
- Keyboard navigation: Allowing users to navigate the form using only their keyboard.
- Clear labels and instructions: Providing explicit labels for form fields and clear instructions to guide users through the process.
- Adjustable text sizes: Enabling users to adjust text sizes for better readability. -** Mobile optimisation**: Ensuring the service is fully functional on mobile devices.
Through careful design choices and adherence to best practices, we created a more inclusive experience for our users.
We not only complied with the Web Content Accessibility Guide but actively applied our expertise to ensure that the content and components we used were accessible.
Our approach was validated by successfully passing an accessibility audit, confirming that the service met the necessary requirements for all users.
Reorganising content for clarity
During the design process, we worked closely with our policy colleagues to identify where reordering content could improve clarity.
We focused on four key principles:
- Logical flow – Information was structured sequentially, starting with foundational details before moving to more complex sections.
- Concise language – Instructions and questions were refined to remove unnecessary complexity.
- Audience needs – Content was designed with schools in mind, ensuring clarity without assuming prior knowledge.
- Prioritisation – Critical information was surfaced earlier to reduce the risk of users missing key details.
These refinements made the application process more intuitive and easier to complete.
User-centred information architecture
After reorganising the content, we focused on presenting it in a way that worked best for users and allowed them to see all relevant information immediately.
Following GOV.UK’s approach to breaking down complex services into manageable steps, we incorporated a task list into our service. This made the application process clearer and easier to complete.
The task list enabled users to:
- follow a logical sequence, reducing cognitive load and guiding them through the process
- track their progress by seeing completed and remaining sections, increasing confidence, and reducing the risk of missing steps
- navigate back to sections easily, providing flexibility and control
This approach improved the user experience by reducing unnecessary information and allowed users to pause and return to their application with confidence.
What did we learn?
Designing a digital service requires balancing usability, accessibility, and program goals.
This project reinforced the importance of structuring content effectively, embedding accessibility from the start, and maintaining strong collaboration throughout the process.
Accessibility must be considered from the start
Embedding accessibility early prevents costly retrofits and ensures inclusivity. Testing with users of diverse needs could have identified barriers earlier, allowing for proactive adjustments.
Clear structure reduces cognitive load
Well-structured forms break tasks into manageable steps, reducing user frustration. Logical sequencing and visual cues make the process more intuitive and increase completion rates.
You need to work together as a team
Close collaboration among content, policy, and development teams was essential in delivering the service on time.
Working together allowed us to quickly resolve challenges, align priorities, and ensure the service met both user and program needs.
Pair writing and frequent meetings helped refine content efficiently, while close engagement with developers ensured that design decisions were feasible within technical constraints.
This approach enabled us to create a functional, user-friendly service. Looking ahead, incorporating more user research and ongoing cross-team input earlier in the process would strengthen future iterations.
Assumptions can be risky
Due to time constraints and limited testing, we had to make assumptions about user behaviour and needs.
While some design decisions were based on best practices, others introduced risks that could have affected usability.
This experience reinforced the importance of validating assumptions through research and testing whenever possible to ensure a truly user-centred service.
Conclusion
Digitising the School-Based Nursery application form was a significant step toward improving accessibility, efficiency, and usability.
Despite tight timelines, we successfully transformed a complex process into a user-friendly digital service.
While the approach had limitations, the project demonstrated the value of clear content, logical structuring, and collaboration.
The success of the service highlights the importance of balancing speed with thoughtful design.
Future iterations should focus on refining the journey based on user feedback, addressing technical constraints, and ensuring long-term sustainability.