Setting the direction for our product and platform teams at Citizens Advice

Product strategy for Citizens Advice: cover image

This strategy explains what we’re going to do to transform Citizens Advice products and platforms over the next three years. Digital technologies have created new ways to serve clients and we must be able to keep pace with modern expectations, meeting more demand in a tailored and streamlined way.

In this blogpost I will explain the context and our aims, describe our vision and guiding principles, and set out the 4 workstreams that will deliver on these ambitions. You can also watch a video of me talking through the strategy if that format works better for you.

The time is…


Our goal is to apply a product mindset and user-centred design to phone, webchat, email, and video advice to achieve a seamless user journey across all channels

Take me to the job application

➛ Chat to Kylie about the role

Citizens Advice logo
Citizens Advice logo
Citizens Advice has been delivering advice to millions of people for over 80 years

We’re looking for an experienced hands-on senior product person to lead a multidisciplinary, cross-functional team which will transform our adviser-enabled channels* at Citizens Advice. This team will deliver a sustainable, user-led approach to advice-giving on telephone, video, and webchat. The importance of this work has never been higher — during COVID-19 we’ve seen demand across these channels increase by 150%.

*adviser-enabled channels are when clients speak to a person, in contrast to our self-serve tailored advice which is accessed online

This is a organisation-wide programme of…


Our team works across the entire organisation, designing services and products for millions of clients. Our mission is to design inclusive and effective ways of solving complex problems.

Prototyping a digital energy service

We have two exciting leadership roles coming up in the Customer Journey, each with an ambitious and mission-driven remit.

➛Take me to the job applications [Closing date 26th July]

Product Design Lead and Seamless Customer Journey Lead

➛Chat to Kylie and Rebecca about the roles

We’re holding time for informal chats so you can learn more about the roles and ask us questions. See the end of this blogpost for details.

The team you’ll be joining

The Customer Journey team is at the heart of the organisation’s ambition to deliver our vision for 2022. We’re growing fast, and today, we have 7 multidisciplinary product teams (digital products for the public and advisers) and 6 service teams (end-to-end multi-channel services).

You’ll come at an…


Help the country through coronavirus and build a better Citizens Advice for the future

At this time of national crisis, your skills are needed more than ever. Citizens Advice are looking for designers, researchers, and digital specialists to join our mission and help the most vulnerable.

In these unprecedented times, Citizens Advice are at the frontline of helping people to face the challenges presented by the coronavirus pandemic.

Our digital services are seeing record-breaking demand, with around 2.2 million people seeking advice from our website every week during lockdown. We’re responding rapidly to people’s changing needs, and helping those who need us most. …


New Content Platform team show and tell

Our online advice helps 29 million people every year. Our vision is “the freedom to create great services and innovate with ease”.

Take me to the job application [Closing date 23rd February]

➛Chat to Kylie about the role

We’re looking for an experienced and practicing senior product person to lead a multidisciplinary team working on our content platform at Citizens Advice; delivering a sustainable, user-led approach to the provision of advice content. The team are at the heart of our organisation’s ambition to deliver our vision for 2022.

We’re growing fast; today, we have 7 multidisciplinary product teams in our London office, split across 4 areas: public advice, adviser-facing services, platforms, and funded programmes. Read our product strategy to understand our goal to connect people with the best advice.

You’ll be working on a platform that underpins multiple…


Our user researchers work across every part of our organisation. Our goal is to understand how we can adapt to meet the changing needs of our clients across all parts of our service.

Prototyping an energy tool based on user needs

Take me to the job application [Closing date 2nd February]

Chat to Kylie about the role

We’re looking for an experienced and empathetic user researcher to lead our community at Citizens Advice. You’ll manage a multi-level team of user researchers working across the organisation, collectively delivering a sustainable, user-led approach to advice. The team are at the heart of the organisation’s ambition to deliver our vision for 2022.

We’re growing fast, and today, we have 7 multidisciplinary product teams in our London office, split across four areas: public advice, adviser-facing services, platforms, and funded programmes.

You’ll be defining and assuring good user research practice whilst influencing, leading and mentoring others. You’ll be responsible for ensuring the…


In this blogpost I’ll talk about how we designed a new governance model for our products at Citizens Advice, and what we hope the outcomes will be.

Digital and design teams like ours work differently to the rest of our organisation. We plan and re-plan in shorter cycles. We make rapid data-driven decisions to allow our product teams to move quickly, and can deploy changes and improvements to services within hours.

Being aware of these differences means it’s important to be empathetic to the needs of our colleagues and stakeholders. This means understanding how they work, what they care about, and what they worry about. In return, we need to explain our work in a way that people can understand and engage with meaningfully.

As product people…


Mental Health Awareness Day 2019

On Mental Health Awareness Day, I’m sharing my personal experiences in the hope this may help some people feel less alone. I’ve also written down 7 micro-actions for mental health you can try — check out these at the end.

I experience depression and anxiety. I’ve learned to manage this over the past 16 years, when as a teenager I first began to realise what was happening. There have been different triggers for my periods of poor mental health — a health scare and a relationship breakdown (at different times) both badly affected me over long periods of time.

But…


Providing a tailored service that meets demand [part 2]

This blogpost is the second of two in which I describe how we’re developing our product strategy at Citizens Advice. Read the first part here.

Our goal is to provide relevant, tailored advice to help meet the growing demand for our service. We’ve got the foundations in place, and now we need to connect everything together.

What capabilities do we need?

There are 5 core capabilities we think our products need to support. This list doesn’t represent a linear journey — each element can be embedded into multiple touchpoints and channels in the advice giving process.

1. Listen

to what the client is able to tell us…


Providing a tailored service that meets demand [part 1]

This blogpost is the first of two in which I describe how we’re developing our product strategy at Citizens Advice. Read the second part here.

Mobile Citizens Advice horse box during the Second World War

Our service is remarkably simple — we give advice. That means our most valuable assets are our advice itself (the what), and how we give that advice — through our advisers and our online content (the how). At a national level, we’ve spent a number of years scaling our ability to create, update, and maintain our advice to a high standard. …

Kylie Havelock

Head of Product @CitizensAdvice. Passionate about inclusive, equitable tech for good. Co-present @OneTeamGov #podcast. Person of @kitterati 🏳️‍🌈 she/her

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