Do you work with government and public sector teams?

Yes. Boring Magic works with government, local authority, third sector, and public spirited teams building complex digital products and services.

Can you support GDS-aligned services?

Yes. Our work includes projects connected to GOV.UK Design System and planning.data.gov.uk, with experience across product leadership, delivery models, discovery, prototyping, and service design.

When should a government team bring in Boring Magic?

Bring us in when you need senior product leadership, clearer delivery structures, stronger product foundations, or practical help making a complex public service simpler for users.

What makes Boring Magic different from a large consultancy?

We provide calm, senior, hands-on support without innovation theatre. We focus on useful outcomes, simple systems, and practical progress.

Product consultancy for government digital services

Boring Magic is a UK product and design consultancy for teams building government and public sector digital services. We help organisations improve complex services through product strategy, discovery, prototyping, delivery leadership, service design, and team coaching. Our work includes projects with the GOV.UK Design System and planning.data.gov.uk.

Why government teams choose Boring Magic

We don’t believe in innovation theatre or high-concept fluff. We focus on making complex things work for everyday people. Boring Magic is a good fit when:

You need senior product leadership for a complex government service that requires steady, experienced hands.
You are working with the Service Standard, GOV.UK patterns, or GDS-aligned ways of working and need to navigate the specific requirements of public sector delivery.
You want to make a difficult public service simpler. We specialise in taking ‘unsexy’ but essential services and making them work better for the people who use them.
You need practical support across the lifecycle. Whether it’s discovery, prototyping, delivery leadership, or scaling an existing team, we provide clear-headed guidance to move things forward.

Government digital service experience

We have worked on several high-impact projects within the UK government and public sector. These projects show the kind of work we are best suited to: complex public services, national infrastructure, and teams that need clearer product direction.

Extract: AI innovation for planning.data.gov.uk

The Planning Data platform is a national initiative to digitise and open up planning data. The problem? Manual data creation for historical documents was slow, expensive, and didn’t scale.

We used product and design strategy to lead the incubation of an AI-powered data extraction product – Extract – and we turned it into a user-tested alpha phase. The outcome? A tool that reduced task times from hours to under 15 minutes. The project was named an ‘AI Exemplar’ by the Prime Minister.

Read the Extract case study.

Scaling planning.data.gov.uk

planning.data.gov.uk was growing quickly, but the team lacked clear structure, shared ways of working, and a unified roadmap.

We provided strategic product leadership, established OKRs, KPIs, an operating model, and a comprehensive team handbook. The result? Doubled the number of local planning authorities (LPAs) publishing data in the first year and established a durable foundation for long-term growth.

Read the case study on scaling planning.data.gov.uk.

Improving delivery for GOV.UK Design System

GOV.UK Design System is the core design system used by government services across the UK. But traditional two-week sprints were causing fatigue and slowing down the release of essential components.

We designed a new, 4-week delivery model focused on fixed time, variable scope to allow for more meaningful R&D and reflection. The team doubled their release frequency in half the time while significantly improving team morale and autonomy.

Read the case study on improving delivery for GOV.UK Design System.

How we work

We believe in thinking big but starting small. We don’t offer magical solutions – we offer a structured, evidence-based way of working.

When you work with us, we focus on outcomes over outputs. We want to help you build something that works – not just something that looks good in a presentation. Whether it’s refining your product strategy or coaching your team through a difficult delivery phase, our goal is to make the ‘boring’ nature of digital services feel seamless.

Want to talk about your project? Get in touch.

Frequently asked questions

Do you work with government and public sector teams? Yes. Boring Magic works with government, local authority, third sector, and public spirited teams building complex digital products and services.
Can you support GDS-aligned services? Yes. Our work includes projects connected to GOV.UK Design System and planning.data.gov.uk, with experience across product leadership, delivery models, discovery, prototyping, and service design.
When should a government team bring in Boring Magic? Bring us in when you need senior product leadership, clearer delivery structures, stronger product foundations, or practical help making a complex public service simpler for users.
What makes Boring Magic different from a large consultancy? We provide calm, senior, hands-on support without innovation theatre. We focus on useful outcomes, simple systems, and practical progress.