Awarded to CTI Digital

Start date: Friday 19 March 2021
Value: £21,125
Company size: SME
UK Atomic Energy Authority

User experience and copywriting for UKAEA careers website

9 Incomplete applications

9 SME, 0 large

12 Completed applications

11 SME, 1 large

Important dates

Tuesday 20 October 2020
Deadline for asking questions
Tuesday 27 October 2020 at 11:59pm GMT
Closing date for applications
Tuesday 3 November 2020 at 11:59pm GMT


Summary of the work
Support in defining the user experience and information architecture for UKAEA's careers website, and in writing compelling SEO content for the site. The supplier will work closely with our in-house web design team, who will build the site itself.
Latest start date
Monday 4 January 2021
Expected contract length
No specific location, for example they can work remotely
Organisation the work is for
UK Atomic Energy Authority
Budget range

About the work

Why the work is being done
The UK Atomic Energy Authority is creating a careers website to support its urgent need to recruit skilled people for its fusion energy research programmes. The website will display our career opportunities in a user-friendly format and enable people to apply via an online recruitment system (already procured separately). It will also provide useful information about working at UKAEA, including staff case studies, and will 'sell' the organisation to potential recruits who we are trying to attract in a highly competitive sector highlighting UKAEA as an employer of choice. We require support in defining the user needs, user journeys, and information architecture for the website, and in writing compelling content for the site whilst ensuring the site is search engine optimised - we estimate 30 web pages in total. The supplier will work closely with our in-house web design team, who will build the site itself.
Problem to be solved
The UKAEA communications team and design studio does not have specialist skills in researching the needs of target users for the website, in positioning the organisation in relation to its competitors, nor in writing copy that is SEO-focused. We require a supplier who is experienced in all of these areas, with a tried and tested process and a proven track record.
Who the users are and what they need to do
Users of the site will be people who are interested in working for UKAEA, whether in scientific/engineering positions or non-technical roles. Some of them will be younger professionals considering applying to our apprentice and graduate schemes. They need to be able to see which roles UKAEA can offer, get an insight into the organisation as well as an understanding of our industry, and the benefits of working for us, and then apply as quickly and easily as possible.
Early market engagement
We have had discussions with two companies, who have given us an indication of the services available in this area and of budget expectations.
Any work that’s already been done
Existing team
The supplier will work with a project team including representatives from UKAEA's HR and Communications departments and its graphic design studio.
Current phase

Work setup

Address where the work will take place
UKAEA is based at Culham Science Centre, Oxfordshire (OX14 3DB). Currently our office-based work is being conducted remotely, and we expect the supplier would be able to complete the project online unless there is a specific need for a meeting or workshop in person.
Working arrangements
Full-time for the length of the project. Regular reports to project review meetings, held every 2 weeks.
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
  • Clear process for understanding user needs, personas, journeys and behaviour, and experience in successfully applying this to website build projects
  • At least 3 years of experience of user-focussed content and design
  • At least 3 years of SEO copywriting experience, with examples of successful projects
  • Experience of analytics and evaluation, including the use of Google Analytics and interpreting relevant data
  • Experience of delivering projects to GDS standards
  • Time management, and experience of working to tight deadlines
  • An understanding of principles around user research
  • Demonstrable process for developing content strategies for websites
Nice-to-have skills and experience
  • Knowledge of accessibility requirements in relation to digital publishing
  • Understanding of the wider digital environment and current best practice
  • Project management skills and experience
  • Experience of paired/collaborative writing
  • Ability to quickly understand UKAEA's business, culture and operating environment
  • Experience of working collaboratively with web design teams

How suppliers will be evaluated

All suppliers will be asked to provide a written proposal.

How many suppliers to evaluate
Proposal criteria
  • Approach and methodology able to meet the project's goals
  • Demonstrable experience in producing high quality SEO copywriting to tight deadlines
  • Demonstrable experience in user research and designing information architecture for websites
  • Team structure
  • Appropriate timeframes for the work
  • Value for money
  • Familiarity with GDS agile project management
Cultural fit criteria
  • Demonstrate a collaborative approach to working, for example seeking understanding, working cooperatively and seeking mutual solutions to problems
  • Share knowledge and experience with team members at UKAEA
  • Work with clients with lower technical expertise
  • Show flexibility and pragmatism in working with the project team
  • Demonstrate a commitment to excellence and improvement
  • Possess excellent communication skills
Payment approach
Fixed price
Additional assessment methods
  • Case study
  • Work history
  • Reference
Evaluation weighting

Technical competence


Cultural fit




Questions asked by suppliers

1. Is there an estimate on length of project from commencement?
We'd expect suppliers to determine and suggest timescales, but based on previous market engagement we would estimate the project to last 4-6 weeks from start to finish.
2. Would one specialist be sufficient for this project should the supplier feel they can handle the deliverable elements?
Yes. One specialist would be preferable.
3. Who’s the incumbent and how long they have been the incumbent?
There is no incumbent. This is a new service requirement.
4. Can you name who will be on the panel?
The panel is likely to include members of UKAEA's communications, HR, graphic design and procurement teams.
5. Can you confirm the budget?
Budget indication: in the region of £10,000
6. This seems like it's a specialist opportunity but is advertised as an outcome? May you please confirm.
We have been advised to list this as an outcome, as multiple different specialisms are required and the supplier will need to propose how they will provide a solution to meet them.
7. What's the anticipated contract length?
We anticipate 4-6 weeks.
8. Will this move beyond Discovery?
We anticipate the project will span between the Discovery and Alpha phases.