GOV.UK swells organ donor signups by 10,000 a month

‘Bit of clever A/B testing as a side project’

This month, GOV.UK is one-year-old. Operated by the Government Digital Service, GOV.UK replaced Direct.gov and a bunch of disparate departmental sites. Anyone who uses the site can testify that it is cleaner than its predecessors, although we have had complaints that some functionality has been lost in the transition.…