Why it’s important

There are benefits for users and creators when we continuously improve.


  • Get what they need as the service responds to their changing needs


  • Make sure the service is achieving its intended purpose and meeting changing user needs
  • Reduce risk by starting small, identifying what’s working and what’s not, and iteratively improving to add value
  • Find better ways of doing things
  • Identify and act on opportunities

How we get there

To continuously improve, we need to:

Develop incrementally
Start small and iterate by: 

  • breaking the project into chunks to reduce risk
  • creating prototypes, running pilots and scaling-up when it makes sense

It’s ok to pivot or scrap ideas if they’re not working. This helps us:

  • create a service that meets user needs
  • learn from failures  

Test, test, test
Continue to test the service with a diverse range of users. Iterate based on their feedback, then test again.  

Monitor performance
Check that the service is achieving its purpose and meeting user needs by:

  • setting baseline and performance metrics
  • using qualitative and quantitative data

Monitor for changes
Look for anything that may impact the service such as policy, law and technology changes. Respond accordingly.

Build in sustainability 
Make sure we’ve got the right capabilities, budget and technical flexibility to continuously improve the service.  

Mandatory bits



Feedback Assist widget for customer facing websites

Identify what to improve from the feedback