Persona Design & Demo Scripts

Department Demo Personas

8 citizens, 6 departments, every cross-government friction point surfaced.

Each persona naturally encounters multi-department complexity — the kind of bureaucratic nightmare that makes the case for agentic services. Designed for permanent secretary demos across MoJ, DWP, HMRC, DfE, Home Office, and DVLA. Aligned with GDS Products visible value groups — covering Gen Alf, Vulnerable Adults, Early Parenthood, Growing Families, and the Drivers horizontal.

Scenario Summary

Each cell shows the contextual scenario that persona triggers within that department.

Persona MoJ DWP HMRC DfE Home Office DVLA
Sarah Okafor
Bereaved Spouse, 58		 Online probate application as named executor; grant of probate for £645k estate Stop deceased's State Pension; apply for Bereavement Support Payment (£3,500 + 18 monthly payments) Inheritance tax calculation & payment before probate; survivor's tax code update from married to single — — —
Amina Hassan
New Resident, 34		 — NI number application (6-week wait); Universal Credit claim blocked until NI arrives New taxpayer registration for future employment In-year school place for Yusuf (age 6) via local authority admissions BRP-to-eVisa transition (2026 deadline); right-to-work & right-to-rent verification —
Marcus Taylor
Prison Leaver, 29		 Probation compliance — fortnightly reporting, licence conditions, 12 months remaining UC claim with temporary hostel address; housing register application before 6-week deadline — — DBS disclosure guidance — which roles require basic vs enhanced checks for spent convictions Expired licence renewal — needs confirmed address; required for construction work
Priya Anand
New Mum, 31		 — UC top-up eligibility check on £38.7k combined income; Child Benefit claim for Arjun Tax-Free Childcare account setup (saves £2,000/yr); 30-hour code confirmation for childcare Free school meals for Meera (depends on UC status); school registration for September intake — —
James Whitfield
Disabled Appellant, 42		 PIP tribunal appeal (scored 4, needs 8 for enhanced mobility); SEND tribunal if EHCP refused PIP mandatory reconsideration; ESA support group continuation; Motability car at risk — EHCP application for Owen (ADHD) — week 18 of 20, no decision yet; statutory deadline breach — Medical fitness notification — MS diagnosis requires DVLA disclosure; licence review
Daniel Obi
Self-Employed, 37		 Civil money claim for £4,200 unpaid invoice (3 months overdue) UC eligibility during income dips — self-employed minimum income floor rules MTD compliance from April 2026 (quarterly digital records); £1,800 tax refund chase; Self Assessment — — Van taxation and MOT — business vehicle VED renewal
Zara Begum
First-Timer, 18
NEW — Gen Alf + Drivers		 — NI number trace (never received letter at 16) Emergency tax code fix (wrong starter checklist); first PAYE explanation Student finance application — means-tested, parental income evidence from HMRC First adult passport application (child passport expired); 10-week processing Provisional licence held; driving test booked (3-month wait); first full licence
Fatima & Tomasz Nowak
Growing Family, 43/45
NEW — Growing Families		 — UC recalculation if Fatima reduces hours; Carer’s Allowance eligibility for Adam’s support needs Child Benefit for 3 children; HICBC risk modelling if Tomasz promoted above £50k Adam’s EHCP (autism, week 10 of 20); secondary transfer; Kasia’s FSM recertification; Lily’s Reception Tomasz’s eVisa account setup (EU Settled Status); right-to-work share code generation EU licence exchange — Tomasz must exchange Polish licence before 2027 deadline

The 8 Personas

Each persona crosses at least 2 departments. Every department is hit by at least 2 personas. Personas 7–8 close gaps identified in the GDS Products visible value groups report.

SO

Sarah Okafor

"The Bereaved Spouse"
MoJ — Probate HMRC — IHT / Tax code DWP — Bereavement / Pension

Background

Age
58, widowed 3 weeks ago
Location
Chelmsford, Essex
Employment
Part-time library assistant, £18,500/yr
Tech level
Basic — overwhelmed by grief and bureaucracy
Deceased
Husband David (62), sudden heart attack. Main earner £52k, recently retired
Estate
Joint property (~£420k), pension £180k, ISA £45k, car. Will names Sarah as executor
Family
Two adult children (28, 25), neither at home

The Nightmare (Today)

Sarah has to: register the death (registrar), notify DWP to stop David's State Pension, apply for Bereavement Support Payment (DWP), contact HMRC about David's tax affairs and her changed tax code, apply for probate through HMCTS (MoJ), pay inheritance tax to HMRC before probate is granted, notify David's workplace pension provider, deal with bank accounts, insurance, utility companies. That's 6+ departments/organisations, dozens of forms, 12+ weeks minimum. Tell Us Once helps with some notifications but doesn't cover probate, tax, or pensions. Paper probate takes 12.3 weeks vs 4.9 online — but Sarah doesn't know this.

The Agent Solution

Sarah tells the agent: "My husband died three weeks ago. I don't know what to do." The agent identifies all relevant services across MoJ, DWP, and HMRC. It checks David's estate details, confirms Sarah is named executor, explains probate step by step, files the online application (4.9 weeks vs 12.3), coordinates inheritance tax payment that must happen before probate, applies for Bereavement Support Payment, and updates her tax code. One conversation, every department handled.

My husband died three weeks ago. I don't know what to do.
AH

Amina Hassan

"Starting Over in the UK"
DWP — UC / NI number DfE — School place HMRC — Tax setup Home Office — Status / eVisa

Background

Age
34, originally from Sudan
Location
Dispersal accommodation, Bradford
Status
Granted right to remain Jan 2025. Building a new life in the UK
Language
Intermediate English (learned in accommodation)
Family
Son Yusuf, age 6 (born in Sudan)
Qualifications
Pharmacy degree, University of Khartoum
ID
Biometric Residence Permit (migrating to eVisa 2026). No driving licence. No UK bank account
Income
£49.18/week asylum support. No NI number yet

The Nightmare (Today)

Amina has the right to live and work in the UK, but the real journey of building a life here is just starting. She needs: an NI number (DWP/HMRC — 6+ week wait), a bank account (needs proof of address and right to work), Universal Credit (DWP — requires NI number she doesn't have yet), her digital status set up properly (Home Office — BRP migrating to eVisa in 2026), a GP, a school place for Yusuf (DfE/local authority), and recognition of her pharmacy degree so she can work in her profession. Each step depends on the previous one — without an NI number she can't claim UC, without a bank account she can't receive UC, without UC she can't afford private housing. A dependency chain across 3 departments.

The Agent Solution

Amina tells the agent: "I've just got the right to stay in the UK. What do I need to do to get set up?" The agent maps the dependency chain: NI number application first (DWP), bank account guidance in parallel, UC application queued for when NI arrives, eVisa transition explained with her BRP details, school place application for Yusuf, GP registration by postcode. The agent handles the sequencing — what can happen now, what's blocked, what to expect. It pre-fills applications with data she's already provided to one department.

I've just got the right to stay in the UK. What do I need to do to get set up?
MT

Marcus Taylor

"The Prison Leaver"
MoJ — Probation DWP — UC / Housing Home Office — DBS DVLA — Licence renewal

Background

Age
29, released from HMP Leeds 6 weeks ago
Location
Approved premises (hostel), Huddersfield
Sentence
18 months for drug supply (non-violent). On licence, 12 months remaining
Probation
Reports fortnightly. Officer at 100%+ caseload capacity
Education
GCSEs. Previously worked in construction
Financial
No savings. No bank account (closed during sentence). Driving licence expired
Family
Daughter Chloe (4), lives with ex-partner in Wakefield
Deadline
6 weeks before approved premises time runs out

The Nightmare (Today)

Marcus needs to: sign on for UC (DWP — no fixed address complicates claims), find employment (needs DBS check revealing his record — Home Office), renew driving licence (DVLA — needs address), find permanent housing (local authority/DWP housing element), maintain probation compliance (MoJ — reporting, conditions), arrange contact with his daughter (family courts if contested — MoJ). The prison had 1 DWP Work Coach for the entire facility. Nobody coordinates across departments. He has 6 weeks before approved premises time runs out.

The Agent Solution

Marcus tells the agent: "I've just been released from prison and I need to sort everything out." The agent understands his licence conditions, prioritises: UC claim with temporary address, bank account application, housing register, employment support with honest DBS disclosure guidance. It sequences everything around his probation schedule. It explains which roles require enhanced DBS and which don't, so he doesn't waste time applying for jobs he's barred from.

I've just been released from prison and I need to sort everything out.
PA

Priya Anand

"The Overwhelmed New Mum"
DfE — Childcare / FSM / School DWP — Child Benefit / UC HMRC — Tax-Free Childcare

Background

Age
31, lives in Slough with partner Dev (33)
Children
Arjun (9 months), Meera (4, starting school September)
Employment
Part-time teaching assistant £14,200/yr. Dev: delivery driver £24,500/yr
Combined income
£38,700/yr. Rent £1,100/month. Savings £2,800
Childcare
Paying £800/month for Arjun's nursery. Doesn't know about Sep 2025 expansion for under-2s
Unclaimed
Has never claimed Tax-Free Childcare — doesn't know it exists

The Nightmare (Today)

Priya needs to: check UC top-up eligibility (DWP), apply for Tax-Free Childcare (HMRC — saves up to £2,000/year but she's never heard of it), check 30-hour free childcare for Arjun (DfE — requires HMRC confirmation), apply for free school meals for Meera (DfE — depends on UC status), register Meera for school. Each entitlement has different eligibility rules across different departments. She doesn't know what she's entitled to. Data-sharing barriers between DWP and DfE mean she proves benefit status separately to each.

The Agent Solution

Priya tells the agent: "I've got a baby and a 4-year-old starting school, and I'm struggling with money." The agent runs eligibility checks across all three departments simultaneously: UC top-up (DWP), Tax-Free Childcare (HMRC — she qualifies, saving £2,000/year), 30-hour free childcare for Arjun (DfE), free school meals for Meera. It finds she's entitled to ~£5,000/year in support she's not claiming. One conversation, three departments, every entitlement surfaced proactively.

I've got a baby and a 4-year-old starting school, and I'm struggling with money.
JW

James Whitfield

"The Disabled Appellant"
DWP — PIP / ESA MoJ — PIP Tribunal / SEND Tribunal DfE — EHCP DVLA — Medical fitness

Background

Age
42, lives in Rotherham with wife Claire (40) and son Owen (8)
Condition
Multiple sclerosis (diagnosed 2019, relapsing-remitting). Currently in relapse
Employment
Former warehouse supervisor £28k. Now on ESA (support group) since 2023
Benefits
PIP standard daily living, no mobility component. Claire works part-time £12,800/yr
PIP Appeal
Applied for enhanced mobility — scored 4 points (needs 8). Told to appeal. 66% of PIP appeals succeed
Son's EHCP
Owen has ADHD. School applied for EHCP — 18 weeks with no decision (statutory limit: 20 weeks, only 46.4% met nationally)
Financial
Savings £1,200. Mortgage £680/month. Motability car at risk if PIP appeal fails

The Nightmare (Today)

James is fighting on two fronts: his PIP appeal (MoJ tribunal — 66% success rate suggests his initial assessment was likely wrong) and Owen's EHCP (DfE — approaching 20-week deadline with no health professional response). For PIP: mandatory reconsideration (DWP), then tribunal appeal (MoJ), medical evidence gathering, legal representation (legal aid almost non-existent — 40% fewer firms). For Owen: chase local authority, understand rights if deadline missed, potentially SEND tribunal (MoJ). On top of this, he needs to notify DVLA about his MS diagnosis — failure to do so is a £1,000 fine and invalidates his insurance, but the medical review process can take months and risks losing his licence entirely. He's doing this while in an MS relapse, on phone lines with 26-minute average waits and only 50% of calls answered.

The Agent Solution

James tells the agent: "My PIP was turned down and my son's EHCP is stuck." The agent handles both: for PIP, mandatory reconsideration first (DWP), medical evidence checklist, tribunal appeal paperwork (MoJ), legal aid eligibility check. For Owen's EHCP, statutory timeline check, formal complaint draft if 20-week deadline is breached, SEND tribunal rights explanation. It also handles the DVLA medical notification, explaining the process and timeline so James understands his obligations without panic. Every interaction documented, every step tracked, every deadline flagged — without sitting on hold for 26 minutes.

My PIP was turned down and my son's EHCP is stuck.
DO

Daniel Obi

"The Self-Employed Tax Nightmare"
HMRC — SA / MTD / Refund DWP — UC income dip MoJ — Civil claims DVLA — Van VED

Background

Age
37, self-employed plumber in Birmingham. Sole trader, 8 years
Income
Turnover £58,000. Net profit ~£36,000 (variable)
Housing
Rented flat £750/month. Lives alone. One van (business use)
Tax issue
Tax code error last year — overpaid £1,800, still waiting for refund
Unpaid invoice
Client owes £4,200 for completed work (3 months overdue)
MTD
Making Tax Digital applies from April 2026 (income >£50k). He has no idea
Missed UC
Had 3 quiet months last winter. Didn't know he could claim UC during income dip
Books
No accountant. Spreadsheet. Files Self Assessment on deadline day

The Nightmare (Today)

Daniel faces: MTD compliance from April 2026 (HMRC — needs compatible software, quarterly reporting, 1/5 of APIs not fully tested), a £1,800 tax refund stuck in processing (HMRC — 5-6 weeks at peak), a £4,200 unpaid invoice to recover (MoJ civil money claims — 1.94m claims, 14% increase), and he didn't know he could have claimed UC during his winter income dip (DWP — self-employed minimum income floor rules are complex). His van's VED renewal is due next month and he's not sure if his vehicle class is right for business use. He's one of the 475,722 people who'll file on deadline day. When he calls HMRC, he waits 13.5 minutes on average — 76% of calls are avoidable.

The Agent Solution

Daniel tells the agent: "I'm self-employed and I'm confused about my tax and I've got a client who won't pay." The agent: explains MTD requirements and timeline (April 2026, quarterly digital records), helps choose compatible software (19 providers), chases the £1,800 refund status, walks through civil money claims for the £4,200 debt (MoJ), and proactively flags UC eligibility during future income dips (DWP). It also checks his van's VED status and confirms the correct vehicle tax class for business use (DVLA). It also flags early SA filing — and can pre-fill from digital records once MTD is set up.

I'm self-employed and I'm confused about my tax and I've got a client who won't pay.
ZB

Zara Begum

"The First-Timer"
DfE — Student Finance HMRC — PAYE / NI DWP — NI number Home Office — First Adult Passport DVLA — Provisional / Driving test

Background

Age
18, just finished A-levels in Bradford
Location
Lives with parents in Bradford, West Yorkshire
Education
A-levels: Biology (B), Chemistry (C), Maths (C). Offer from Leeds Beckett for Pharmacy
Employment
Part-time supermarket job, 12hrs/week £6.40/hr (apprentice rate). First PAYE job since April
Driving
Provisional licence. 14 lessons. Test booked in 8 weeks (3-month wait for test slots)
ID
Child passport expired 2024. No adult passport. No driving licence (full). Provisional is only photo ID
Family
Parents: Dad (taxi driver, £26k), Mum (teaching assistant, £14k). Two younger siblings (14, 11)
Financial
£340 in savings. No credit history. No bank overdraft. Parents can’t contribute to uni costs

The Nightmare (Today)

Zara is hitting every government system for the first time, simultaneously. She needs to: apply for student finance (DfE/SLC — means-tested, requires parents’ income evidence from HMRC), get her first adult passport before a family trip in September (Home Office — expired child passport, needs new application not renewal, 10-week processing), understand her PAYE tax code and why she’s been emergency-taxed for 2 months (HMRC — her employer filed a starter checklist wrong), book and prepare for her driving test (DVLA — 3-month wait for test slots in Bradford), and she’s never had an NI number letter (DWP/HMRC — issued automatically at 16, but she never received hers and needs it for SLC). She has no institutional literacy — she doesn’t know what PAYE means, what a tax code is, or that student loans have different repayment plans. Every form assumes knowledge she doesn’t have.

The Agent Solution

Zara tells the agent: “I’m starting uni in September and I need to sort out everything — money, passport, driving test, all of it.” The agent identifies her as a first-time user and adjusts its language — no jargon, no assumed knowledge. It traces her NI number (DWP), fixes the emergency tax code by filing the right starter declaration (HMRC), walks through student finance step by step including which parental income evidence SLC needs (DfE), starts the adult passport application (Home Office — flagging the 10-week timeline against her September trip), and checks driving test availability at nearby centres (DVLA). One conversation that onboards her into government — building the digital relationship that will last a lifetime.

I’m starting uni in September and I need to sort out everything — money, passport, driving test, all of it.
FN

Fatima & Tomasz Nowak

"The Growing Family"
DfE — SEND / School Admissions / FSM DWP — UC / Carer’s Allowance HMRC — Child Benefit / HICBC Home Office — Settled Status DVLA — EU licence exchange

Background

Ages
Fatima 43 (British-born, Luton), Tomasz 45 (Polish, in UK since 2007)
Location
3-bed council house, Luton, Bedfordshire
Children
Kasia (15, doing GCSEs), Adam (11, Year 6 — secondary transfer Sept), Lily (5, Reception)
Employment
Fatima: part-time school dinner supervisor £11,200/yr. Tomasz: warehouse supervisor £31,000/yr
Combined income
£42,200/yr. Rent £680/month (council). Council Tax Band C
SEND
Adam diagnosed with autism spectrum condition (Level 1). School applied for EHCP in January — 10 weeks in, no educational psychologist assessment yet
Tomasz’s status
EU Settled Status (granted 2021). Pre-settled → settled auto-upgrade. Has never set up UKVI online account for eVisa
Financial
Savings £1,800. Child Benefit for 3 children. Doesn’t know about High Income Child Benefit Charge risk if Tomasz gets promoted

The Nightmare (Today)

The Nowaks are juggling five department interactions at once. Adam’s EHCP application (DfE) is at week 10 with no EP assessment — the 20-week statutory deadline is approaching and his secondary school transfer depends on it (if he gets an EHCP, he can name a specialist provision; without it, he goes to the default comprehensive that can’t support his needs). Kasia needs free school meals recertified (DfE, depends on UC status from DWP). Tomasz’s settled status needs linking to an eVisa before his BRP expires in 2026 (Home Office) — and his employer is asking for a right-to-work share code he doesn’t know how to generate. Fatima is considering reducing her hours to support Adam’s transition, which would affect their UC claim (DWP) and potentially qualify her for Carer’s Allowance. Meanwhile, if Tomasz gets the supervisor promotion he’s been offered (£52k), they’ll hit the High Income Child Benefit Charge threshold (HMRC) and nobody has told them. And Tomasz still has his Polish driving licence — he needs to exchange it for a UK one before the 2027 deadline (DVLA), but doesn't know the process. Five departments, three children with different needs, two immigration statuses, and a family income teetering on multiple benefit thresholds — all happening at once.

The Agent Solution

Fatima tells the agent: “My son’s EHCP is stuck, my husband needs to sort out his immigration status, and I don’t know if we’re getting all the help we’re entitled to.” The agent maps the whole family situation: checks Adam’s EHCP timeline and flags the statutory deadline (DfE), drafts a formal complaint if week 20 passes without decision, explains SEND tribunal rights. For Tomasz, it walks through the UKVI online account setup and eVisa link (Home Office), generates his right-to-work share code, and starts Tomasz's EU driving licence exchange (DVLA). It checks UC entitlement including the Carer’s Allowance interaction (DWP), recertifies Kasia’s FSM, and proactively models what happens to their Child Benefit if Tomasz’s income crosses £50k (HMRC — HICBC). One family view, every department coordinated, every threshold modelled before they hit it.

My son’s EHCP is stuck, my husband needs to sort out his immigration status, and I don’t know if we’re getting all the help we’re entitled to.

Department Coverage Matrix

Every department is hit by at least 2 personas. Every persona crosses at least 2 departments.

Persona MoJ DWP HMRC DfE Home Office DVLA
Sarah (bereaved) Probate Bereavement / Pension IHT / Tax code — — —
Amina (new resident) — UC / NI number Tax setup School place Status / eVisa —
Marcus (prison leaver) Probation UC / Housing — — DBS Licence renewal
Priya (new mum) — UC / Child Benefit Tax-Free Childcare FSM / Childcare / School — —
James (disabled) PIP tribunal / SEND PIP / ESA — EHCP — Medical fitness
Daniel (self-employed) Civil claims UC income dip SA / MTD / Refund — — Van VED
Zara (first-timer) — NI number PAYE / Tax code Student Finance Passport Provisional / Test
Nowaks (growing family) — UC / Carer’s Allowance Child Benefit / HICBC EHCP / FSM / Admissions eVisa / Right to work EU licence exchange

New Data Fields Required

Extensions to the persona JSON schema and PersonaData TypeScript type in apps/citizen/lib/types.ts.

bereavement

Used by: Sarah Okafor

Deceased details (name, date of death, relationship), estate status (property, pensions, savings, will), executor information, immediate needs (Tell Us Once ref, probate status), financial impact on survivor.

immigration

Used by: Amina Hassan

Immigration status, Home Office reference, BRP details (number, expiry, eVisa migration date), right to work/rent status, language proficiency, accommodation type, legal representation details.

justiceHistory

Used by: Marcus Taylor

Release date, sentence details, licence conditions and end date, probation officer details, reporting schedule, restrictions (travel, curfew), DBS disclosure status, offence category, approved premises deadline.

childcare

Used by: Priya Anand

Current nursery/childcare costs, provider details, entitlement status (30-hour code, Tax-Free Childcare account), free school meals eligibility, school registration status.

appeals

Used by: James Whitfield

PIP mandatory reconsideration status and date, tribunal appeal reference and hearing date, EHCP application date and statutory deadline, SEND tribunal status, legal aid eligibility, evidence gathering checklist.

selfEmployment

Used by: Daniel Obi

Trading name, UTR number, turnover and expenses, MTD status and compliance deadline, outstanding invoices (amounts, debtors, dates), quarterly reporting dates, Self Assessment filing history.

firstTimer

Used by: Zara Begum

Education status (A-level results, university offer, UCAS reference), student finance application status and parental income evidence requirements, NI number status (received/missing), provisional driving licence details, driving test booking reference and date, first PAYE employment details (employer, start date, tax code, starter checklist status), passport status (child/expired, adult application pending), institutional literacy level (low — first-time government user).

growingFamily

Used by: Fatima & Tomasz Nowak

Multiple children array (name, age, school, year group, special needs, FSM status), EHCP application details (child, condition, application date, current week, EP assessment status, preferred school provision), secondary school transfer status, Child Benefit claim details including HICBC threshold modelling, household income breakdown by earner, immigration status per family member (British/settled/pre-settled, eVisa link status, BRP expiry), Carer’s Allowance eligibility and interaction with UC, right-to-work share code status.

Implementation Checklist

Files to create and modify for the citizen-dept prototype.

New persona JSON files

  • data/simulated/users/sarah-okafor.json
  • data/simulated/users/amina-hassan.json
  • data/simulated/users/marcus-taylor.json
  • data/simulated/users/priya-anand.json
  • data/simulated/users/james-whitfield.json
  • data/simulated/users/daniel-obi.json
  • data/simulated/users/zara-begum.json
  • data/simulated/users/fatima-nowak.json

Metadata & types

  • apps/citizen/lib/persona-meta.ts — add 8 persona entries with colours and descriptions
  • apps/citizen/lib/types.ts — extend PersonaData with new field types including firstTimer and growingFamily
  • apps/citizen/lib/service-data.ts — import new persona JSON files

Dashboard relevance

  • apps/citizen/components/Dashboard.tsx — update isServiceRelevant() to check immigration, justiceHistory, bereavement, selfEmployment, firstTimer, growingFamily

Verification

  1. Each new persona loads correctly in the persona picker
  2. Dashboard shows relevant topics based on persona's situation
  3. Chat route accepts the persona and orchestrator can work with it
  4. npm test passes
  5. Each persona's "nightmare → solution" script works end-to-end in conversation