Gov.uk won the Design Museum Design award of 2013. It’s certainly not the prettiest website. Some people even call it boring.com.
So why was it awarded? Because it disrupted the way government communicates with it’s citizens. Because it’s user centred, user focused. Because it has one of the best copy’s ever written. Because it’s extremely usable. Because it solves million of problems. Because it saves millions of pounds. Because it reduces clutter. Because it changes the way governments talk to people. Because it completely disrupted the industry and set a benchmark for all to come.
That’s experience design.
That’s good design.
So please, the next time we talk about design, let’s go beyond visual design.