That question usually comes up when using a website or system feels harder than it should. People can access the service, but struggle to complete tasks or give up partway through.

This is most relevant when digital services are a main way people interact with your organisation.

That might be:

• a public website

• an application or portal

• internal systems used by staff

• forms or processes people rely on to get something done

As these services grow and change over time, clarity can slowly erode. What made sense when things were first set up becomes harder to follow for someone coming to it fresh.