Service and Interaction Design Lead, UK Government – Department for International Trade
Export Academy: Helping first-time exporters build confidence
Turning uncertainty into confidence for small businesses learning to trade overseas
Context and Challenge
After Brexit, thousands of small businesses wanted to export but didn’t know where to start. The Department for International Trade created Learn How to Export, a digital learning experience that helped first-time exporters build confidence and take action.
Trade advisers were overwhelmed with basic questions. Moving foundational learning online would free advisers to focus on high-value support while giving businesses a trusted place to understand the essentials.
Mapping the end-to-end process revealed where first-time exporters felt lost or anxious. These moments shaped how we structured lessons, examples, and guidance inside Learn How to Export.
Insight
User research showed the biggest barrier was confidence. Once people understood the basics, exporting felt achievable.
Grouping users by confidence levels helped tailor content to their mindset, and linking lessons to real actions kept them moving forward.
Approach
Turned expert advice into practical lessons
Each lesson answered one exporting question using plain language and real examples.
Designed for confidence, not compliance
Learners could progress in small steps, revisit content, and build understanding over time.
Connected learning to action
Lessons linked directly to the Export Plan tool, business opportunities, and adviser follow-up.
Created personalised content
Onboarding captured product and market details to surface relevant rules, examples, and requirements.
Built on strong design principles
Ask once, use everywhere
Confidence over compliance
Progress, not perfection
Made it inclusive and engaging
Clear progress tracking, supportive tone, responsiveness and accessibility ensured everyone could participate.
Outcomes
Became the first step for thousands of new exporters beginning their journey online.
Helped DIT scale adviser capacity, reduce basic education calls by an estimated 40%, and build a measurable learning-to-action pipeline.
Learners reported a 45% increase in confidence after completing their first lessons.
Initiated work on the Magna Design System (InVision DSM + Storybook) later used across the entire GREAT platform.
Introduced a flexible iconography framework with more than 200 reusable icons supporting a wide range of content and data visualisations.
Founder, fashion start-up
London
“I finally know what to ask my trade adviser instead of wasting both our time.”
Director, food producer, Glasgow
“It’s the first government website I’ve used that actually teaches you something useful.”
International Trade Adviser
South West England
“Before, half my calls were the same questions about licences and paperwork. Now people already understand the process, they just need help to take the next step.”