Digital Design Philosophy

The information on this page is currently under review.

Our mission is to provide residents and employees with the best digital services in local government - so straightforward and convenient that all those who can use them will choose to do so, whilst those who can’t are not excluded.

Our Digital Design Philosophy reflects our Digital First ethos and underpins how our brand is presented online. The principles below are also reflected in our Brand Policy and Brand Guidelines.


There are 10 principles:


Our website will prioritise information, services and links that are the most important and responsive to local customer needs.


Our online services will be trusted sources of information which are helpful, reliable and valued by Nottinghamshire residents.


Our digital services are open, accessible and intuitive to use - with clear messages and language that every resident can understand.


Our online voice will be appropriate for the context - ranging from authoritative to entertaining - but we will always sound authentic, human and warm.


We will take a new and exciting approach to design that anticipates and satisfies customer needs without leaving anyone behind.


Our design will push boundaries to ensure the online customer experience is attractive, contemporary and instinctive.

Customer focused

The customer will be at the heart of everything that we build so they can perform tasks online in the easiest way possible.

Joined up

Our customer-focused approach means that we will work with partners to join up online where it makes sense, while always reflecting clear ownership.


We listen to residents and encourage online conversations so people can express their views, to help improve services and support local democracy.

Open and transparent

Our default position is to make information publicly available on our website unless there are compelling reasons not to do so.

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