During my time at the Government Digital Service (GDS), I spent over a year working on the Digital Marketplace - a platform where government can procure digital services from the private sector.
Our mission was to make it as easy as possible for suppliers to get government contracts as traditionally applications had been long and only larger organisations with a legal team had been able to compete.
During this project I investigated each piece of data we asked suppliers to provide when creating an account, in order to create the most frictionless onboarding process.
We learnt that not having a 'DUNS number' was the biggest reason for drop off as user creating accounts did not know they had one since it was created automatically when they registered their business. Making this much clearer really helped with sign up, along with simplifying the content throughout and removing forms fields that weren't required.