Actionable insights, every month
AI-powered user journey analysis for council websites. Helping you focus your team's effort where residents need it most.
Residents expect quick, clear answers online.
But for squeezed council web teams, it can be a struggle to track customer experience across hundreds of journeys.
Digital Journey Coach
Clarity for digital teams. Better services for users.
Council Insight from Digital Journey Coach gives your team a clear view of how users can experience council services, from search to initiating a service request.
Track how content clarity and user confidence impact decision making with the UX insights you'd expect with a bigger team or budget.
Designed specifically for councils
Monthly testing and analysis of key user journeys, based to common search terms
- Customer struggle.
- Understand where users can hesitate or get confused, and how it shapes next steps.
- Problem prioritisation.
- Identify content that works and that doesn't with clear reporting and practical recommendations for improvement in line with Government Digital Service best practice.
- Coming soon: sharing success.
- Follow examples of frictionless, successful user journeys to guide your team’s improvement strategy.
No more guesswork
Track. Improve. Repeat.
This reporting doesn't replace specialist designers and researchers. User Experience Design is in our DNA; we think humans create the best user experiences for other humans.
But the insights and recommendations help you direct effort where it's needed most, making services better, faster.
And because the reports run every month, you can track the impact of changes made over time, turning one-off fixes into a continuous cycle of improvement.
Roadmap
Collaborating on what comes next
We’re evolving our tools to meet the needs of council teams but your feedback will help us prioritise what’s most important.
- 100 key user journeys
- We're beta testing monthly analysis of 100 high-impact user journeys, tailored by council type. We also plan to include 10 custom journeys per council - ideal for testing lower-traffic, seasonal, or temporary content.
- AI-driven search
- Most journeys currently begin with a Google search, but that’s changing. We’re working on journeys initiated in ChatGPT and other AI assistants, so you can ensure your reference content is clear, findable, and AI-ready.
- Specialist insights
- Today, we base our content recommendations on Government Digital Service (GDS) best practice. Coming soon: expanding our specialist viewpoints to offer richer, more inclusive and more actionable insights.
- Form usability reviews
- Right now, we track user journeys up to the start of a form. Next, we’ll assess the form experience itself, providing insights into both usability and functionality to help you remove barriers and improve completion rates.
- Broader selection of user personas
- We're building the capability to test with a wider range of real-world personas such as carers, small business owners, older adults, and young people. This will help teams understand how different users navigate key services, especially under pressure or in emotionally complex situations like applying for urgent support.
Get started now
- 1. Find your council website
- Ten free reports are published every month for all councils.
- 2. Discover what’s frustrating your users and how to fix it
- With actionable insights and best practice examples to guide you.
- 3. Build continuous improvement into the way you work
- See the impact over time, with monthly reports and real-world examples.