In early September 2025, the Service Design team at the Maritime and Coastguard Agency (MCA) approached the Web Publishing team to help improve the application process for Merchant Navy Medals. We knew we were taking on a project with many moving parts, several stakeholders, and a user group that deserved a clear, accessible and respectful service.
This blog shows how teams across the MCA, the UK Ship Register (UKSR), the Government Digital Service (GDS), and the Ministry of Defence (MOD) worked together to deliver two new digital services, launched just before Christmas and why that matters to those using our digital service.
What we set out to do
The project had two core aims:
- create two new separate online application forms for Merchant Navy Medals. One for individuals applying for themselves, and one for those applying on behalf of someone else.
- ensure the wider user journey made sense, including updating relevant GOV.UK and UKSR pages, so applicants could find the right information easily.
This work was especially significant because, at the time, the MCA had only one other live digital form (“Apply to be a volunteer Coastguard”). These new services represented a meaningful step forward in our digital offer.
Why this project mattered
Every year, interest in Merchant Navy Medals peaks around November, as the nation reflects on the contribution of seafarers during Remembrance events. The goal was to make the application process clearer, more accessible, and easier to complete, particularly for those applying on behalf of relatives.
We also wanted to reduce confusion between:
- the Merchant Navy Medal (1939–1991 campaigns)
- the Merchant Navy Medal for Meritorious Service (introduced in 2015)
Clearer signposting and updated content would help applicants understand which award applied to their circumstances.
Finally, moving away from merely PDF-based content and towards including HTML pages, meant improving accessibility and reducing friction for users.
When it happened and the challenges along the way
Although there was no formal deadline, we aimed to launch by the end of October to support Remembrance Day related interest. However, one key dependency shaped the timeline: changes to a GOV.UK mainstream page, which is owned by the MOD.
Unfortunately, we didn’t meet the original ambition of launching before Remembrance Day due to the unavoidable delays of the MOD ownership and approval processes. What mattered most was that the service was built well, tested, and launched before the Christmas break ready for applicants in the new year.
A project defined by collaboration
This project was a genuine team effort, and its success is thanks to the dedication and collaboration of colleagues across several areas.
What stands out most from this work is not just the forms themselves, but the way teams came together to deliver them focussing on a service that works for users.
A special thank you to:
The Service Design Team for designing, building and testing the two new digital forms.
The service owner and manager at the Registry of Shipping and Seamen (RSS) who ensured oversight and alignment with wider MCA priorities.
Our Digital Communications Manager for leading engagement with GDS and supporting the 2i review.
Colleagues at the Government Digital Service (GDS) for guidance on mainstream page changes, user journey considerations, and signposting constraints.
MOD stakeholders – whose approval was essential for updating the mainstream page they own.
Looking ahead
With the new forms now live, we have:
- a clearer, more accessible application process
- improved signposting across GOV.UK
- a foundation for future digital improvements
- a stronger working relationship with GDS and MOD
And importantly, we’ve demonstrated that cross department collaboration can deliver meaningful change even when the path isn’t straightforward.
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