Council Insight Directory Expands With User Journey Analysis and UX Improvements

An updated Council Insight directory introduces structured user journey evaluations and content improvement reports for local council websites. Shared by David Bishop, the platform is designed to help public sector teams identify usability gaps and improve digital service delivery using evidence-based analysis.

The directory evaluates ten key user journeys per council website. Each journey includes a report that highlights content issues and suggests improvements. The approach follows how users move from search intent to completing tasks on council websites.

The latest update adds a best practice gallery featuring examples from councils across the United Kingdom. It also introduces a redesigned interface aimed at improving readability and making insights easier to scan and apply.

The work builds on earlier research shared in an interview with The Drop Times, where David noted that Council Insight analyses thousands of user journeys across hundreds of UK council websites. The project was developed to address the lack of continuous, scalable evaluation, as traditional audits are often resource-intensive and infrequent.

The platform follows real user behaviour by simulating search-driven journeys and assessing whether content meets user needs. It also evaluates alignment with established standards such as those from the UK Government Digital Service. AI-based analysis is used to identify gaps and prioritise improvements.

Alongside the update, approximately 500 user journey audits are being initiated with local authorities, including Southwark Council, Redcar & Cleveland Borough Council, and Shropshire Council. These audits are expected to generate additional insights into content performance and service usability.

Further development is underway on a “roadmap calculator,” which will integrate with Google Analytics and Google Search Console. The tool is intended to identify user needs and prioritise improvements based on real usage data.

The update reflects a broader shift toward continuous evaluation of public sector websites, moving away from one-time audits to ongoing, data-driven optimisation.

More information about the Council Insight directory is available at https://www.digitaljourneycoach.com.