Our goal at the Government Digital Service was to create one site and one user experience. And what that means is, if you schedule your driving test, that should be the same user experience as booking to go renew your passport. If you buy something, that should be the same all across the government. You shouldn’t have to learn how government works to be able to interact with government. You shouldn’t have to relearn how to do something every time you need to get something from government. Typically people visit government websites once or twice a year. We need to make it really simple and really obvious.
Photo Credit and design principles here