Using AI in GOV.UK Prototyping - UX Case Study by Martin Gray
Using artificial intelligence to help build accessible GOV.UK charts using chart.js for prototyping and testing with users.
Martin Gray – Senior Interaction Designer for GOV.UK Services
I’m Martin Gray, a Senior Interaction Designer specialising in GOV.UK services, accessibility, UX and UI design for UK government departments including HMRC, DWP and Planning Inspectorate.
I have worked across government departments including HMRC, DWP, PINS and public sector platforms like Confused.com and Polecat Software
I design accessible government digital services that simplify complex systems and improve user outcomes.
Contact meSelected work
Each project shows my role, approach and measurable impact.
Planning Data
Simplified data publishing for local authorities
View Planning data case study →
Planning Data digital service for DLUHC. Supported accessibility compliance across services.
HMRC
Reduced friction in complex tax journeys
View HMRC case study →
Produced a series of screens to digitise a manual tax submission process.
Planning Inspectorate
Simplified appeals and evidence submission for public users
View PINs case study →
Improved appeals process experience by reducing multi-step case submissions and supporting clearer evidence upload flows.
DWP Digital
Made PIP case reviews more accessible
View DWP case study →
Designed and prototyped components for a PIP case review tool, ensuring accessibility compliance and alignment with GOV.UK patterns.
Muddy Boots
Redesigned dashboards and built a design system
View Muddy Boots case study →
Product design for this suite of farming and distribution applications.
Confused.com
Increased quote conversion through UX optimisation
View Confused.com case study →
Iterative designs to focus the quote process to ensure customer retention.
Healthspan
Reduced checkout drop-off and improved mobile usability
View Healthspan case study →
Reviewing the checkout process for Healthspan highlighted customer confusions and enabled a redesign that was user and mobile friendly.
Confused homepage
Improved acquisition through A/B tested UX redesign
View Confused homepage case study →
Redesign and testing the homepage for Confused.com this was a rigorous test to increase the number of users making their way to a successful quote process
Repvault application
Simplified multi-step workflows into clear user journeys
View Repvault case study →
Reduced user drop-off by simplifying multi-step flows and improving accessibility compliance.
Clients
Trusted by teams at organisations like…
Skills
Expertise across the full spectrum of user-centered design and development.
UI Design for Digital Products
I design user interfaces that are on brand and development-ready interfaces. Production ready visuals based on wireframes.
GOV.UK Prototyping
5 years designing and prototyping GOV.UK services using the GOV.UK Prototype Kit. Published on the web via Github and Heroku.
UX Design
Designing accessible digital services used across UK government departments.
Accessibility
I ensure digital services are accessible to all users, following WCAG guidelines and GOV.UK service standards.
Wireframing
I sketch ideas, design layouts and turn them into interactive prototypes for user testing.
Design Systems
I build and maintain consistent design patterns and interaction components for scalable products.
Interaction design blog
Articles about GOV.UK design patterns, prototyping, accessibility and UX.
GOV.UK Interaction Designer: What the role actually involves
Have you ever wondered what is a Gov.uk Interaction designer and what do they do? Read this and find out how it affects you.
Asking for user feedback within the product
Asking for user feedback from directly within the Muddy Boots software product using Intercom, an in product communication tool.
About Martin Gray - Interaction Designer
Martin Gray is a UK-based Senior Interaction Designer specialising in GOV.UK services, UX design, UI design and accessibility (WCAG).
He designs complex, high-traffic digital services used across government departments including HMRC, DWP and the Planning Inspectorate — helping teams simplify policy into clear, usable experiences.
With over 20 years’ experience, Martin works across the full service lifecycle — from discovery and alpha through to beta and live — creating user journeys, prototypes and production-ready designs that meet the GOV.UK Service Standard.
His work focuses on:
- Designing accessible digital services that meet WCAG guidelines
- Simplifying complex user journeys and reducing user error
- Improving completion rates and task success
- Building scalable design patterns and systems
Martin combines interaction design, front-end prototyping and accessibility expertise to deliver services that are usable, compliant and effective at scale.
He is available for Senior Interaction Designer contract roles across the UK, including remote and hybrid GOV.UK projects. Contact Martin Gray
Testimonials
Working with Martin
"I reported into Martin whilst at Healthspan and found him to be controlled and professional under pressure, offering solid creative solutions. More importantly he was a pleasure to work with."
"I've had the privilege of working with and being managed by Martin. He truly understands brand and how to best use it effectively in the digital space. Hardworking, forward thinking, and a great team player."
"Martin was my Senior when I started my first design role at Confused.com. A fantastic and relatable manager with an inspiring and clear approach to design projects and stakeholder management."
Contact Martin Gray
Get in touch to discuss your project or contract needs.
20+ years
GOV.UK specialist
Remote & hybrid
Available for relevant contract roles across the UK
either remote or hybrid.
Previously worked with HMRC, DWP, DEFRA and Planning Inspectorate