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Taking the friction out of underused Shared Parental Leave (SPL) policy in UK
Taking the friction out of underused Shared Parental Leave (SPL) policy in UK
Taking the friction out of underused Shared Parental Leave (SPL) policy in UK
Duration
Duration
6 Months
6 Months
Industry
Public Sector
Public Sector
Client
Master's Thesis
Master's Thesis
my role
Service Designer
User Researcher
Team
Team
Service Designer (Myself) , Visual Communication Designer, Illustrator
Service Designer (Myself) , Visual Communication Designer, Illustrator
Professor
Professor
Jane Pritchard
Jane Pritchard
Professor
Jane Pritchard
Personal Interest
Personal Interest
“Gender Norms in India are deeply rooted in patriarchy where there is inequality everywhere. From a young age, I was expected to follow certain paths simply because I was a woman. These unspoken rules shaped what I was “allowed” to do, and over time, I began to feel the weight of opportunities slipping away.”
“Gender Norms in India are deeply rooted in patriarchy where there is inequality everywhere. From a young age, I was expected to follow certain paths simply because I was a woman. These unspoken rules shaped what I was “allowed” to do, and over time, I began to feel the weight of opportunities slipping away.”
“Gender Norms in India are deeply rooted in patriarchy where there is inequality everywhere. From a young age, I was expected to follow certain paths simply because I was a woman. These unspoken rules shaped what I was “allowed” to do, and over time, I began to feel the weight of opportunities slipping away.”
While India's constitution ensures equal rights, deep-rooted societal biases limit women's autonomy and opportunities. This personal struggle made me curious about how service design could become a tool for change. Working within UK context, I was inspired by how government policies are intentionally designed to tackle systemic social issues and one such policy I came across was, “Shared Parental Leave (SPL) Policy” which was introduced to even out gender imbalance in caregiving.
While India's constitution ensures equal rights, deep-rooted societal biases limit women's autonomy and opportunities. This personal struggle made me curious about how service design could become a tool for change. Working within UK context, I was inspired by how government policies are intentionally designed to tackle systemic social issues and one such policy I came across was, “Shared Parental Leave (SPL) Policy” which was introduced to even out gender imbalance in caregiving.
While India's constitution ensures equal rights, deep-rooted societal biases limit women's autonomy and opportunities. This personal struggle made me curious about how service design could become a tool for change. Working within UK context, I was inspired by how government policies are intentionally designed to tackle systemic social issues and one such policy I came across was, “Shared Parental Leave (SPL) Policy” which was introduced to even out gender imbalance in caregiving.
Impact
Winner of Helen Hamlyn Design Awards 2025 with Northumbrian Water Award for inclusive innovation
Winner of Helen Hamlyn Design Awards 2025 with Northumbrian Water Award for inclusive innovation
Impact
Winner of Helen Hamlyn Design Awards 2025 with Northumbrian Water Award for inclusive innovation
CONTEXT
CONTEXT
CONTEXT
UK has one of the biggest gaps in Maternity leave and Paternity leave globally. Mothers get 52 weeks whereas Non-birthing partner gets only 2 weeks. The imbalance in parental leave has real consequences in how it shapes society when it comes to gender inequality. Within families where our team's research found, it had created unwanted family dynamics for both heterosexual and same-sex couples.
UK has one of the biggest gaps in Maternity leave and Paternity leave globally. Mothers get 52 weeks whereas Non-birthing partner gets only 2 weeks. The imbalance in parental leave has real consequences in how it shapes society when it comes to gender inequality. Within families where our team's research found, it had created unwanted family dynamics for both heterosexual and same-sex couples.
UK has one of the biggest gaps in Maternity leave and Paternity leave globally. Mothers get 52 weeks whereas Non-birthing partner gets only 2 weeks. The imbalance in parental leave has real consequences in how it shapes society when it comes to gender inequality. Within families where our team's research found, it had created unwanted family dynamics for both heterosexual and same-sex couples.
PROJECT OVERVIEW
PROJECT OVERVIEW
PROJECT OVERVIEW
The project explores the low uptake of the Shared Parental Leave (SPL) policy in the UK. This is due to a lack of awareness, complex policy and the system which is anything but user friendly. The maternal transfer model influences maternal gatekeeping, leading many families to default to maternity leave. This is often reinforced by a lack of clarity and support. Parenthood involves walking into the unknown, and without encouragement to discuss shared caregiving and support, it’s hard for parents to see the long term benefits and it remains an uncommon path for parents to take.
Me and my team looked into how Service Design can challenge traditional gender norms around caregiving in the UK by increasing the uptake of underused SPL policy. The intervention aims to normalize shared caregiving by making it a visible, accessible, and supported choice. We have reimagined how government services engage with families, helping them to make more informed, intentional decisions and empowering them to advocate for shared care from the very beginning.
The project explores the low uptake of the Shared Parental Leave (SPL) policy in the UK. This is due to a lack of awareness, complex policy and the system which is anything but user friendly. The maternal transfer model influences maternal gatekeeping, leading many families to default to maternity leave. This is often reinforced by a lack of clarity and support. Parenthood involves walking into the unknown, and without encouragement to discuss shared caregiving and support, it’s hard for parents to see the long term benefits and it remains an uncommon path for parents to take.
Me and my team looked into how Service Design can challenge traditional gender norms around caregiving in the UK by increasing the uptake of underused SPL policy. The intervention aims to normalize shared caregiving by making it a visible, accessible, and supported choice. We have reimagined how government services engage with families, helping them to make more informed, intentional decisions and empowering them to advocate for shared care from the very beginning.
The project explores the low uptake of the Shared Parental Leave (SPL) policy in the UK. This is due to a lack of awareness, complex policy and the system which is anything but user friendly. The maternal transfer model influences maternal gatekeeping, leading many families to default to maternity leave. This is often reinforced by a lack of clarity and support. Parenthood involves walking into the unknown, and without encouragement to discuss shared caregiving and support, it’s hard for parents to see the long term benefits and it remains an uncommon path for parents to take.
Me and my team looked into how Service Design can challenge traditional gender norms around caregiving in the UK by increasing the uptake of underused SPL policy. The intervention aims to normalize shared caregiving by making it a visible, accessible, and supported choice. We have reimagined how government services engage with families, helping them to make more informed, intentional decisions and empowering them to advocate for shared care from the very beginning.
Approach
Approach
Approach
I worked with a diverse group of parents, including both birth mothers and non-birthing partners, who are often excluded from design processes as so much of parenthood focuses primarily on pregnancy and childbirth. By involving both parents throughout every stage of the project, I was able to ground the work in evidence-based insights and identify systemic gaps in the pregnancy journey. Creating a safe and supportive space for participation helped build trust and encouraged both the parents to reflect on their lived experiences, enabling their insights to directly inform and shape design decisions.
I worked with a diverse group of parents, including both birth mothers and non-birthing partners, who are often excluded from design processes as so much of parenthood focuses primarily on pregnancy and childbirth. By involving both parents throughout every stage of the project, I was able to ground the work in evidence-based insights and identify systemic gaps in the pregnancy journey. Creating a safe and supportive space for participation helped build trust and encouraged both the parents to reflect on their lived experiences, enabling their insights to directly inform and shape design decisions.
I worked with a diverse group of parents, including both birth mothers and non-birthing partners, who are often excluded from design processes as so much of parenthood focuses primarily on pregnancy and childbirth. By involving both parents throughout every stage of the project, I was able to ground the work in evidence-based insights and identify systemic gaps in the pregnancy journey. Creating a safe and supportive space for participation helped build trust and encouraged both the parents to reflect on their lived experiences, enabling their insights to directly inform and shape design decisions.
Methodology
Methodology
Methodology
User-Centered Design
Systems thinking
Qualitative (creative in-depth interviews) &
Inclusive Research
Expert Interviews
Being a part of the community (Joined dad shift Whatsapp group and attended the dad strike)
User-Centered Design
Systems thinking
Qualitative (creative in-depth interviews) &
Inclusive Research
Expert Interviews
Being a part of the community (Joined dad shift Whatsapp group and attended the dad strike)
User-Centered Design
Systems thinking
Qualitative (creative in-depth interviews) &
Inclusive Research
Expert Interviews
Being a part of the community (Joined dad shift Whatsapp group and attended the dad strike)
Co-creation & Workshopping
As-is & To-be Journey Mapping
Archetypes
Evidence based Design
Behavioural Psychology in decision making
WCAG & GDS Accessibility Principles
Interaction Design
Co-creation & Workshopping
As-is & To-be Journey Mapping
Archetypes
Evidence based Design
Behavioural Psychology in decision making
WCAG & GDS Accessibility Principles
Interaction Design
Co-creation & Workshopping
As-is & To-be Journey Mapping
Archetypes
Evidence based Design
Behavioural Psychology in decision making
WCAG & GDS Accessibility Principles
Interaction Design
User Research
User Research
User Research
During the research phase, through 1-1 Interviews, I involved a diverse range of parents and parents-to-be, including heterosexual, same-sex, non-traditional families, at different parenting stages and also the parents who took SPL to ensure we reflected the lived experiences and needs of a broad spectrum of family structures. I planned and conducted interviews in an interactive way through task based activities to make parents reflect on their experiences which resulted in a deeper level of insights.
This helped me map the as-is user journey of parents, identify priorities and decision making factors in the experiences.
During the research phase, through 1-1 Interviews, I involved a diverse range of parents and parents-to-be, including heterosexual, same-sex, non-traditional families, at different parenting stages and also the parents who took SPL to ensure we reflected the lived experiences and needs of a broad spectrum of family structures. I planned and conducted interviews in an interactive way through task based activities to make parents reflect on their experiences which resulted in a deeper level of insights.
This helped me map the as-is user journey of parents, identify priorities and decision making factors in the experiences.
During the research phase, through 1-1 Interviews, I involved a diverse range of parents and parents-to-be, including heterosexual, same-sex, non-traditional families, at different parenting stages and also the parents who took SPL to ensure we reflected the lived experiences and needs of a broad spectrum of family structures. I planned and conducted interviews in an interactive way through task based activities to make parents reflect on their experiences which resulted in a deeper level of insights.
This helped me map the as-is user journey of parents, identify priorities and decision making factors in the experiences.
Experts
Experts
Dr Clare Stovell
Inspiring Dads
NCT
Parents that work
Dr Clare Stovell
Inspiring Dads
NCT
Parents that work
Parents
Parents
13 in-depth interviews
3 X 1-1 co-design workshops
1 X group workshop
13 in-depth interviews
3 X 1-1 co-design workshops
1 X group workshop
Inclusive Aproach
Inclusive Aproach
Heterosexual
Homosexual
Different family structures
Heterosexual
Homosexual
Different family structures
Parental Journey
Parental Journey
2-3 year olds
During pregnancy
Newborn
2-3 year olds
During pregnancy
Newborn
Research Findings
Research Findings
Research Findings
Research from in-depth interviews with parents were analysed with the help of affinity mapping into the clusters like— parental leave expectations, planning the leave, timing of the planning, maternal gatekeeping, women project managing, finances, etc
Some of the key insights which came out of that were—
Research from in-depth interviews with parents were analysed with the help of affinity mapping into the clusters like— parental leave expectations, planning the leave, timing of the planning, maternal gatekeeping, women project managing, finances, etc
Some of the key insights which came out of that were—
Research from in-depth interviews with parents were analysed with the help of affinity mapping into the clusters like— parental leave expectations, planning the leave, timing of the planning, maternal gatekeeping, women project managing, finances, etc
Some of the key insights which came out of that were—
Experts
Dr Clare Stovell
Inspiring Dads
NCT
12 Parents
9 Birth mothers
2 Non-birth parents
1 Expecting mother
Inclusive approach
Heterosexual
Homosexual
Different family structures
Parental Journey
2-3 year olds
During pregnancy
Newborn
Experts
Dr Clare Stovell
Inspiring Dads
NCT
12 Parents
9 Birth mothers
2 Non-birth parents
1 Expecting mother
Inclusive approach
Heterosexual
Homosexual
Different family structures
Parental Journey
2-3 year olds
During pregnancy
Newborn
Research Synthesis
Research Synthesis
Research Synthesis
Systems Thinking
Systems Thinking
Systems Thinking
Synthesising qualitative and quantitative research revealed the Shared Parental Leave (SPL) ecosystem as a complex system shaped by multiple interconnected actors and structural barriers. To make sense of this, I developed a systems map that visualised the relationships between key stakeholders identified through research– including parents-to-be, parents who had taken SPL, employers, government bodies, the NHS, and antenatal classes.
This helped team uncover systemic barriers such as low awareness, lack of role models, maternal gatekeeping, policy complexity, the need for strategic planning, and varying levels of workplace support—highlighting where design interventions could address gaps in the system.
Synthesising qualitative and quantitative research revealed the Shared Parental Leave (SPL) ecosystem as a complex system shaped by multiple interconnected actors and structural barriers. To make sense of this, I developed a systems map that visualised the relationships between key stakeholders identified through research– including parents-to-be, parents who had taken SPL, employers, government bodies, the NHS, and antenatal classes.
This helped team uncover systemic barriers such as low awareness, lack of role models, maternal gatekeeping, policy complexity, the need for strategic planning, and varying levels of workplace support—highlighting where design interventions could address gaps in the system.
Synthesising qualitative and quantitative research revealed the Shared Parental Leave (SPL) ecosystem as a complex system shaped by multiple interconnected actors and structural barriers. To make sense of this, I developed a systems map that visualised the relationships between key stakeholders identified through research– including parents-to-be, parents who had taken SPL, employers, government bodies, the NHS, and antenatal classes.
This helped team uncover systemic barriers such as low awareness, lack of role models, maternal gatekeeping, policy complexity, the need for strategic planning, and varying levels of workplace support—highlighting where design interventions could address gaps in the system.
AS-IS JOURNEY MAPPING- PARENTS
AS-IS JOURNEY MAPPING- PARENTS
AS-IS JOURNEY MAPPING- PARENTS
With the insights from the in-depth interviews and data collected during the interactive workshop, we mapped the current service journey of parents from pre pregnancy, pregnant, preparing for pregnancy, parental leave and post parental leave to identify the touchpoints and the gaps in the current SPL journey.
Interestingly, I combined the journey of birth mother and non-birthing partner which helped team discover how the system lacks the engagement of non-birthing partner at multiple touchpoints in the journey which supports the maternity leave route.
With the insights from the in-depth interviews and data collected during the interactive workshop, we mapped the current service journey of parents from pre pregnancy, pregnant, preparing for pregnancy, parental leave and post parental leave to identify the touchpoints and the gaps in the current SPL journey.
Interestingly, I combined the journey of birth mother and non-birthing partner which helped team discover how the system lacks the engagement of non-birthing partner at multiple touchpoints in the journey which supports the maternity leave route.
With the insights from the in-depth interviews and data collected during the interactive workshop, we mapped the current service journey of parents from pre pregnancy, pregnant, preparing for pregnancy, parental leave and post parental leave to identify the touchpoints and the gaps in the current SPL journey.
Interestingly, I combined the journey of birth mother and non-birthing partner which helped team discover how the system lacks the engagement of non-birthing partner at multiple touchpoints in the journey which supports the maternity leave route.
Need for Early Awareness: I identified that the antenatal classes come too far down the line to make parents aware. Parents needed awareness and prompting much earlier to even consider SPL as a viable option. There is a clear gap in the support provided by the government in this area. This helped team identify the scope for early awareness during midwife appointment.
Siloed Planning: There is a lack of discussions around family values and planning and both the parents end up planning their leave in silos based on their individual policies following the maternity leave route which leaves the birth mother to solo project manage. This identified the need for active discussion on family values and joint planning to even consider SPL as an option.
Need for Early Awareness: I identified that the antenatal classes come too far down the line to make parents aware. Parents needed awareness and prompting much earlier to even consider SPL as a viable option. There is a clear gap in the support provided by the government in this area. This helped team identify the scope for early awareness during midwife appointment.
Siloed Planning: There is a lack of discussions around family values and planning and both the parents end up planning their leave in silos based on their individual policies following the maternity leave route which leaves the birth mother to solo project manage. This identified the need for active discussion on family values and joint planning to even consider SPL as an option.
Need for Early Awareness: I identified that the antenatal classes come too far down the line to make parents aware. Parents needed awareness and prompting much earlier to even consider SPL as a viable option. There is a clear gap in the support provided by the government in this area. This helped team identify the scope for early awareness during midwife appointment.
Siloed Planning: There is a lack of discussions around family values and planning and both the parents end up planning their leave in silos based on their individual policies following the maternity leave route which leaves the birth mother to solo project manage. This identified the need for active discussion on family values and joint planning to even consider SPL as an option.
As-Is Journey Mapping- Midwife
As-Is Journey Mapping- Midwife
As-Is Journey Mapping- Midwife
I used research insights to identify the midwife as a critical stakeholder due to their direct, trusted relationship with parents and their role as an early touchpoint of access to the service. To understand how and when parents could be effectively introduced to SPL, I mapped an as-is journey map of the midwife which discovered the 18–21 week midwife appointment as a key opportunity. At this stage, both parents typically attend the appointment together, and it coincides with the full fetal development scan making it a safe, trusted, and contextually appropriate touchpoint to raise awareness of SPL.
I used research insights to identify the midwife as a critical stakeholder due to their direct, trusted relationship with parents and their role as an early touchpoint of access to the service. To understand how and when parents could be effectively introduced to SPL, I mapped an as-is journey map of the midwife which discovered the 18–21 week midwife appointment as a key opportunity. At this stage, both parents typically attend the appointment together, and it coincides with the full fetal development scan making it a safe, trusted, and contextually appropriate touchpoint to raise awareness of SPL.
I used research insights to identify the midwife as a critical stakeholder due to their direct, trusted relationship with parents and their role as an early touchpoint of access to the service. To understand how and when parents could be effectively introduced to SPL, I mapped an as-is journey map of the midwife which discovered the 18–21 week midwife appointment as a key opportunity. At this stage, both parents typically attend the appointment together, and it coincides with the full fetal development scan making it a safe, trusted, and contextually appropriate touchpoint to raise awareness of SPL.
UNDERSTANDING SPL ECOSYSTEM
UNDERSTANDING SPL ECOSYSTEM
UNDERSTANDING SPL ECOSYSTEM
I mapped the current ecosystem to analyse the Shared Parental Leave (SPL) system at a strategic level by identifying relevant government departments and key stakeholders. This helped team understand roles, influence, and decision-making authority across the ecosystem, as well as the degree and capacity of government involvement at different stages of the service.
The mapping helped team discover structural relationships, gaps in ownership, and opportunities for cross-departmental coordination (NHS + GOV.UK) to strengthen service delivery and adoption.
I mapped the current ecosystem to analyse the Shared Parental Leave (SPL) system at a strategic level by identifying relevant government departments and key stakeholders. This helped team understand roles, influence, and decision-making authority across the ecosystem, as well as the degree and capacity of government involvement at different stages of the service.
The mapping helped team discover structural relationships, gaps in ownership, and opportunities for cross-departmental coordination (NHS + GOV.UK) to strengthen service delivery and adoption.
I mapped the current ecosystem to analyse the Shared Parental Leave (SPL) system at a strategic level by identifying relevant government departments and key stakeholders. This helped team understand roles, influence, and decision-making authority across the ecosystem, as well as the degree and capacity of government involvement at different stages of the service.
The mapping helped team discover structural relationships, gaps in ownership, and opportunities for cross-departmental coordination (NHS + GOV.UK) to strengthen service delivery and adoption.
Problem
Problem
Problem
Combining the research and data, I identified 3 different archetypes of parents-to-be facing different challenges at different stages of the pregnancy journey- Lack of Awareness, Lack of Support and High Friction Journey. This helped discover a broader service gap of very low awareness and very little support exists around Shared Parental Leave (SPL) within the antenatal journey to help parents navigate the transition to parenthood in terms of reflecting on long-term family dynamics, financial planning, and gender equality.
Combining the research and data, I identified 3 different archetypes of parents-to-be facing different challenges at different stages of the pregnancy journey- Lack of Awareness, Lack of Support and High Friction Journey. This helped discover a broader service gap of very low awareness and very little support exists around Shared Parental Leave (SPL) within the antenatal journey to help parents navigate the transition to parenthood in terms of reflecting on long-term family dynamics, financial planning, and gender equality.
Combining the research and data, I identified 3 different archetypes of parents-to-be facing different challenges at different stages of the pregnancy journey- Lack of Awareness, Lack of Support and High Friction Journey. This helped discover a broader service gap of very low awareness and very little support exists around Shared Parental Leave (SPL) within the antenatal journey to help parents navigate the transition to parenthood in terms of reflecting on long-term family dynamics, financial planning, and gender equality.
Parents-to-be need to navigate these key steps illustrated below to take Shared Parental Leave. It’s an uphill journey through a complex and administratively challenging process which highlights why uptake remains low.
Parents-to-be need to navigate these key steps illustrated below to take Shared Parental Leave. It’s an uphill journey through a complex and administratively challenging process which highlights why uptake remains low.
Parents are left to navigate a maze of organisations and information on their own often during a time of already high mental load. This lack of integration adds stress and drives most families to default to maternity leave, without ever exploring alternative options. When multiplied across all eligible parents, the scale of missed opportunities, reinforced gender norms, and long-term social and economic impact becomes significant.
Parents are left to navigate a maze of organisations and information on their own often during a time of already high mental load. This lack of integration adds stress and drives most families to default to maternity leave, without ever exploring alternative options. When multiplied across all eligible parents, the scale of missed opportunities, reinforced gender norms, and long-term social and economic impact becomes significant.
Parents are left to navigate a maze of organisations and information on their own often during a time of already high mental load. This lack of integration adds stress and drives most families to default to maternity leave, without ever exploring alternative options. When multiplied across all eligible parents, the scale of missed opportunities, reinforced gender norms, and long-term social and economic impact becomes significant.
Service Intervention
Service Intervention
Service Intervention
Through the proposed service intervention, we made shared parental leave option for parents impossible to overlook, by transforming their experience of feeling like they have to take an uncommon path uphill, to a legitimate option fully supported and encouraged by the UK government.
Through the proposed service intervention, we made shared parental leave option for parents impossible to overlook, by transforming their experience of feeling like they have to take an uncommon path uphill, to a legitimate option fully supported and encouraged by the UK government.
Through the proposed service intervention, we made shared parental leave option for parents impossible to overlook, by transforming their experience of feeling like they have to take an uncommon path uphill, to a legitimate option fully supported and encouraged by the UK government.
User Testing
User Testing
User Testing
Successfully conducted a user testing workshop with Workshop with 15+ diverse range of parents (heterosexual and same-sex couples, traditional and non-traditional families) at a local library, gathering wider community feedback to test out the early ideas through A/B testing.
Successfully conducted a user testing workshop with Workshop with 15+ diverse range of parents (heterosexual and same-sex couples, traditional and non-traditional families) at a local library, gathering wider community feedback to test out the early ideas through A/B testing.
Successfully conducted a user testing workshop with Workshop with 15+ diverse range of parents (heterosexual and same-sex couples, traditional and non-traditional families) at a local library, gathering wider community feedback to test out the early ideas through A/B testing.
In the second phase, after iterating designs based on insights, the final solution was tested in 1-1, in-person and online sessions with 3 parents and 3 employers.
In the second phase, after iterating designs based on insights, the final solution was tested in 1-1, in-person and online sessions with 3 parents and 3 employers.
In the second phase, after iterating designs based on insights, the final solution was tested in 1-1, in-person and online sessions with 3 parents and 3 employers.
Learnings
Learnings
Learnings
Service design has its limitations and it can't fix the problem on its own because it is a piece in the puzzle. There needs to be a continued shift in culture and we need policy reform around parental leave eligibility and affordability which is going to be looked at according to the 2025 SPL review report by the women's equality team, UK.
Service design has its limitations and it can't fix the problem on its own because it is a piece in the puzzle. There needs to be a continued shift in culture and we need policy reform around parental leave eligibility and affordability which is going to be looked at according to the 2025 SPL review report by the women's equality team, UK.
Service design has its limitations and it can't fix the problem on its own because it is a piece in the puzzle. There needs to be a continued shift in culture and we need policy reform around parental leave eligibility and affordability which is going to be looked at according to the 2025 SPL review report by the women's equality team, UK.
Future Scope
Future Scope
Future Scope
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Mapping Made Simple
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Chat over a cup of tea?
© 2025 ARYA ANKALE.
London, GMT+ 0:00
Chat over a cup of tea?
© 2025 ARYA ANKALE.
London, GMT+ 0:00
Chat over a cup of tea?
© 2025 ARYA ANKALE.
London, GMT+ 0:00