Why Policy Design Is the Ultimate User Experience Challenge
I geek out a lot over the UX of digital products, home appliances, architecture, and all those tangible things we interact with daily. The sleek design of a new smartphone, the intuitive layout of a smart thermostat, or the clever use of space in a tiny home can all make me giddy with excitement. But the stuff I really, really reserve my respect for is the thoughtfulness and creativity that goes into the UX of policies that make people’s lives better or influence behavior on a large scale. The truly intangible stuff.
When we think about user experience (UX), we often think about products we can touch and see. However, UX extends far beyond physical products. It encompasses the overall experience people have when interacting with systems, whether they are apps, services, or even public policies. Yes, policies. The UX of policies might sound like a strange concept, but it’s fascinating and, frankly, underappreciated. Policies shape our lives in ways that are subtle yet profound. They guide our behavior, protect our rights, and enhance our wellbeing, often without us even realizing it.
As a Design student who fairly recently only moved to London, United Kingdom, I’m constantly reminded of how much of my current living standards has changed due to user-centered public policies. I could write pages on all the little details I catch everyday while commuting to work or strolling through vibrant, overcrowded street markets on the weekends.
Instead, let’s look at some of the ways the UK is designing for change and one of the instances where it falls short.
The UK’s approach to improving public health through policies
The “Nudge Unit,” officially known as the Behavioural Insights Team, was established to apply insights from behavioral science to policy-making. One of their notable successes is in organ donation. The UK moved to an opt-out system for organ donation, meaning that all adults are presumed to be organ donors unless they choose to opt out. This policy design is based on the principle that inertia is a powerful force. People are more likely to stick with the default option. By making organ donation the default, the policy aims to increase the number of donors and save more lives. This is a classic example of how understanding human behavior can lead to a more effective policy design, significantly impacting public health outcomes.
The introduction of plain packaging for cigarettes in the UK
This policy requires tobacco products to be sold in standardized packaging with no branding, logos, or promotional elements, and with graphic health warnings. The goal is to reduce the attractiveness of smoking, particularly among young people. Research has shown that branded packaging can create a positive image of smoking, making it more appealing. By stripping away these marketing elements, the policy aims to reduce smoking rates. It’s a user-centric approach to policy-making that considers how people perceive and are influenced by packaging, ultimately seeking to promote healthier behavior.
Traffic control in busy cities
The UX of transport policies in the UK is another area where thoughtful design has made a significant impact. The introduction of congestion charging in London is a brilliant example. By charging vehicles to enter certain areas during peak times, the policy aims to reduce traffic congestion and encourage the use of public transport. The scheme is simple and easy to understand: drive into the congestion zone during the designated times, and you pay a fee. This clear and straightforward approach helps to manage traffic flow and reduce pollution, improving the overall quality of life in the city. The UX here isn’t about making the process enjoyable but about making it effective and easy to comply with.
Putting Data Protection control in the right hands
On digital policy, the UK’s General Data Protection Regulation (GDPR) has set a high bar for user-centric privacy laws. GDPR requires organizations to be transparent about how they collect, use, and protect personal data. It empowers individuals with greater control over their data, including the right to access, correct, and delete their information. From a UX perspective, GDPR is about making privacy policies understandable and giving users the tools to manage their data effectively. It’s a thoughtful approach that respects user autonomy and promotes trust in digital services.
The shortcomings of the Right to rent policy
One area where UX thinking can lead to better outcomes is Housing policy. Safe to say, as an immigrant, settling in a new continent is hard enough without all the hassles of proving yourself worthy enough to rent a place.
The UK’s Right to Rent policy, requires landlords to check the immigration status of their tenants. While the policy aims to ensure that only those legally entitled to live in the UK can rent property, it has faced criticism for being overly burdensome and potentially discriminatory. A more user-centric approach might involve providing landlords with better tools and support to carry out these checks, reducing the administrative burden and minimizing the risk of discrimination. This could include a streamlined online verification system or clearer, more accessible guidance.
Ultimately, the UX of policies is about understanding and anticipating how people will interact with these rules and systems. It’s about making these interactions as smooth and beneficial as possible, just like we aim to do with any good product or service design. It’s a field ripe with opportunities for innovation and improvement, where thoughtful design can have a profound impact on people’s lives.
So, while I’ll always have a soft spot for the clever design of a new gadget or the smart layout of a piece of architecture, my real admiration goes to the unsung heroes who design policies that make our lives better. They’re the ones who truly understand that the best UX is often the one you don’t even notice, because it just works.
