Awarded to Nudge Digital Ltd

Start date: Monday 16 September 2019
Value: £36,000
Company size: SME
Westminster City Council

Westminster City Council Website Overhaul Project- Discovery Phase

20 Incomplete applications

17 SME, 3 large

39 Completed applications

36 SME, 3 large

Important dates

Friday 19 July 2019
Deadline for asking questions
Friday 26 July 2019 at 11:59pm GMT
Closing date for applications
Friday 2 August 2019 at 11:59pm GMT


Summary of the work
i) End user engagement
ii) Review of site structure and design
iii) Review current microsites and mobile apps available to external stakeholders.
iv) Capture high level functional requirements expected of any future web platform
v) Develop recommendations on making personalisation successfully part of the website
vi) Develop a delivery strategy
Latest start date
Monday 2 September 2019
Expected contract length
Two months starting from September 2019
Organisation the work is for
Westminster City Council
Budget range
Between £30,000 and £50,000 inclusive of all travel and expenses.

About the work

Why the work is being done
The Westminster City Council website is the face of this diverse, fast-moving local authority in the heart of London. There is a pressing need to provide an intuitive and simplified online experience that prioritises user needs and provides efficiencies for the council.

Following early planning, we are ready to embark on a discovery phase which will include assessing site performance, design, structure, and a technical review of the suitability of the current infrastructure. An experienced partner is required for an in-depth, collaborative agile process, providing proposed routes forward for implementation.

Project completion would be within two months of contract award.
Problem to be solved
Kindly send a request for the detailed Specification of Requirements to the following email address:

Below are the known issues we need to tackle to create an outstanding new website that ‘knows you like a friend’:

• Disjointed customer entry and interaction points
• Inconsistent look and feel across website
• Multiple satellite sites and forms (needs streamlining, and clear policy and governance set up around this)
• Multiple logins required to transact with different part of the website
• Sub-optimal content in places (e.g. there are currently multiple emails/phone numbers published on the website).
Who the users are and what they need to do
All council website users and all purposes (primarily accessing information about local services, events and campaigns, paying council tax, parking fines, viewing and commenting on planning applications, reporting issues, etc.)
Early market engagement
None undertaken
Any work that’s already been done
A ‘quick wins’ redesign project on the website that focused on aesthetic light touch changes only, and an internal early planning phase.
Existing team
A project team made up of expert stakeholders from IT and the Policy, Performance and Communications (PPC) departments.
Current phase

Work setup

Address where the work will take place
Members of the supplier team shall be on-site as required and agreed with the project leads in PPC and IT.

Remote working will be assumed except for agreed activity such as kick-off and planning meetings, internal and external stakeholder engagement, show and tells and interviews/workshops. Some travel to other Westminster City Council offices and connected council sites may be required.
Working arrangements
The supplier team will be responsible for project managing and delivering the project, reporting into project leads in Policy, Performance and Communications (PPC) and IT. The supplier team will support Agile working processes. The supplier team will need to be able to provide or procure the skills mix and resources required to deliver the discovery report/outputs.
Security clearance

Additional information

Additional terms and conditions

Skills and experience

Buyers will use the essential and nice-to-have skills and experience to help them evaluate suppliers’ technical competence.

Essential skills and experience
  • Provide 2 examples of experience in complex digital project management and delivery, from ideation through to delivery
  • Provide evidence of experience supporting complex, large organisations through programmes of digital change
  • Outline your experience working on another major website overhaul /relaunch project (including discovery). Include lessons learnt
  • Proven UX, UI, website architecture, and digital design expertise
  • Evidence of Website data analytics expertise
  • Demonstrate strong understanding of working on digital projects within a council environment
  • Proven experience working with internal and external stakeholders to gain solid, actionable insights
Nice-to-have skills and experience
  • Demonstrate direct experience working on at least two other website overhaul projects (including discovery) for an organisation of comparable size and complexity
  • Demonstrate direct experience working on a similar project for a council, or another Govt/authority

How suppliers will be evaluated

How many suppliers to evaluate
Proposal criteria
  • Approach to Review of Existing Website (7%)
  • Proposed Approach and Methodology to User Engagement (7%)
  • Proposed Approach to Agile Working (5%)
  • Scalabiity of Solution (7%)
  • Portability of Information and Learnings from Discovery Phase (7%)
  • Estimated timeframes for work (5%)
  • Proposed Team and Structure (7%)
Cultural fit criteria
  • Be able to work collaboratively with internal and external stakeholders (5%)
  • Be able to balance and manage differing, sometimes competing or contradictory user requests (5%)
  • Be able to share knowledge and experience on how Westminster City Council can make meaningful use of personalisation (5%)
Payment approach
Capped time and materials
Assessment methods
  • Written proposal
  • Case study
  • Work history
  • Reference
  • Presentation
Evaluation weighting

Technical competence


Cultural fit




Questions asked by suppliers

1. How do I obtain a copy of the Specification of Requirements
The Specification of Requirements would be issued to you through CapitalESourcing upon receipt of request sent to

Kindly ensure your organisation is registered on CapitalESourcing

For any technical advice or assistance relating to the e-tendering system if the Portal is not available, please contact the capitalEsourcing helpdesk between 8.00am and 6.00pm Monday to Friday on 0800 368 4850 (or +442033496601 if outside the UK) or email This email address should only be used where there are technical issues with the Portal.

Clarification questions relating to this requirement should be submitted here on the Digital Marketplace.
2. Does the budget of "Between £30,000 and £50,000 inclusive of all travel and expenses" include VAT?
No. The budget is VAT exclusive
3. Is the application open to companies registered on the capitalEsourcing platform as well as those registered on the Digital Marketplace?
No. The requirement is open only to companies that are registered on the Digital Marketplace. Suppliers are being asked to register on CapitalESourcing if they haven't already done so only because there is no facility on Digital Marketplace to attach the Specification of Requirements document.
4. Do you wish us to answer via the Digital Marketplace (answering the questions in that portal) or direct via Capital eSourcing.
Kindly respond via Digital Marketplace.
5. Can you confirm that the RFQ/ITT questionnaire is complete? I can only see one question 'qualification envelope' to complete in the spreadsheet?
CapitalESourcing is only being used at this stage for issuing the Specification of Requirements to suppliers. Bidders are not required to provide or submit any information via CapitalESourcing at this point. There would be no other responses posted via CapitalESourcing except to issue the Specification.
6. Can you confirm if bidders need to add responses to the organisational categories under the profile section on CapitalESourcing, or do they just need to complete this response?
Bidders are not required to add responses to Organisational Categories found under the profile in CapitalESourcing . Responses should be sent via Digital Marketplace only.
7. Is this a piece of work you've started before and therefore have a suite of suppliers previously used?
No this is not a piece of work that Westminster City Council has started previously.
8. Is there any more background to the requirement?
There is no more background information to the requirement
9. We have worked on central Government projects but not local council ones. Will this still count as valid experience?
Yes . Experience working on a similar project for a Government department counts as valid experience.
10. We have no experience working with a Council or Government department but do have experience working on website overhaul projects. Does that experience count as valid?
Demonstration of experience working on at least two other website overhaul projects (including discovery) for organisations of comparable size and complexity counts as valid experience.
11. The current and available specification does not define any preferred technologies, like CMS systems. Do you have a preference or you will follow suppliers guidelines – recommendations?
We are not seeking specific technology recommendations as part of this exercise, nor do we have a preference. We do however wish to understand what (evidence based) functional capabilities we should be looking to deliver in an updated website and would welcome guidance on any technology/platform constraints that might impact this.