Duplication or due diligence?

The role of strategic repetition in human-centred digital services

The process of digital transformation often involves migrating or developing digital forms to capture information. This provides an opportunity to rationalise why and how questions are asked, often revealing duplications of themes or specific questions. 

Typically, the default approach in these projects often prioritises removing duplication and automating wherever possible, micro-efficiency is King.

In our work with Ministry of Justice, when we hear that prison staff ask prisoners the same questions repeatedly during their sentence, the instinctive reaction is often: "What a waste of time!" Duplication can seem like poor coordination, an inefficiency to be stamped out.

“Repetition isn’t always a bad thing. The answer is more nuanced.”

In some cases, repeated questioning serves a valuable purpose. It can build trust, reveal changes in someone’s circumstances, highlight inconsistencies, and reinforce key themes. Of course, repetition can sometimes be wasteful, but it’s essential to recognise when it’s a helpful strategy rather than an oversight.

Getting the “right” answer the first time isn’t always possible

In an ideal world, we’d get all the information we need by asking the right question, at the right time, in the right way, just once.

But people aren’t static or predictable, certainly people in a highly traumatic situation like incarceration. How someone responds can depend on many factors: how they feel that day, who is listening, how much they trust the person asking, or even the physical environment of the conversation.

For example, early in their sentence, a prisoner may give a short, surface-level answer to, “What are your plans and hopes for training or employment after release?” Later, when they’ve had time to reflect and feel more comfortable, their answer may be very different. Asking again isn’t an inefficiency, it’s part of understanding their changing situation.

Salience: making information stand out

Repeated questions can highlight key areas of concern or opportunity that might otherwise fade into the background. For example:

A prisoner who is repeatedly asked about their wellbeing may eventually perceive their mental health as an important priority for staff, even if they were initially dismissive of its significance. This subtle emphasis creates a cognitive spotlight on the issue.

Trust: it takes time

People are unlikely to give full, honest answers until they feel comfortable. A familiar question, asked again later by someone they trust, can open up a deeper conversation. Repetition, when done intentionally, is a sign of care and consistency; it shows that staff are invested, not just ticking boxes.

This approach aligns closely with trauma-informed practices, where trust and rapport-building are central. By creating a sense of safety and predictability, staff can encourage prisoners to engage more openly, ultimately leading to better outcomes.

A prisoner may begin to feel their input is valued, enhancing their self-perception and willingness to share candidly. Trust grows as they see the questioning not as perfunctory but as part of a genuine effort to understand and support.

Priming: preparing the context for better responses

When people encounter the same or similar questions multiple times, their subsequent responses are often shaped by previous encounters. This allows staff to build a mental framework in the respondent's mind, encouraging deeper reflection over time.

Intentional and strategic repetition lets staff establish a normative expectation that updates are both welcome and necessary. This behavioural anchoring can encourage prisoners to view their situation as dynamic, making them more likely to report changes in mood, relationships, or safety over time.

Signalling: repetition can highlight changes or inconsistencies

Life in prison is rarely static.

A person’s wellbeing and relationships can shift over time. Asking the same question at different points allows staff to notice patterns or changes they might otherwise miss. It can also confirm whether previous answers still hold true, helping staff understand what has stayed the same and what has evolved.

When inconsistencies signal risk

Repeated questions can play a critical role in identifying when something is wrong. Inconsistencies in a prisoner’s answers might signal:

• Manipulative behaviour: Providing different answers to gain privileges or avoid responsibilities. As Oscar Wilde famously said, "A mask tells us more than a face." Repeated questions can reveal hidden motivations or strategies by highlighting inconsistencies that might otherwise remain concealed.

• Signs of disconnection or denial: For instance, when a prisoner is asked about the address they intend to live at after release, providing an unsuitable address (such as one near a victim) might highlight denial about their offence or reveal more concerning motivations. This prompts further investigation and allows staff to address potential risks early.

By comparing answers over time, staff can spot when a prisoner’s narrative shifts in concerning ways. This isn’t about catching prisoners out unfairly but using inconsistencies as indicators for further investigation or intervention.

How to approach “strategic repetition”

To make appropriate repetition work in digital services, we need to design with intention. Here are some principles for embedding strategic repetition:

Don't add burden

Build digital tools that handle repetitive tasks without introducing unnecessary burdens. These systems should empower frontline staff to leverage their expertise, focusing on interpreting responses and providing tailored support while the tools streamline routine processes.

Differentiate data types

Clearly distinguish between necessary repetition (for trust and updates) and unnecessary duplication caused by poor coordination. 

Respect the responder 

Clearly communicate why questions are being asked more than once. Ensure that repeated questioning is framed as care rather than surveillance

Build in feedback loops for improvement

Repetition helps identify patterns in responses, enabling digital services to adapt and better meet user needs. This aligns with agile and human-centred design principles, ensuring continuous enhancement.

Choose the appropriate approach 

The way a question is repeated can significantly influence how it is answered. There are several approaches to consider, each with its own benefits:

• Playing back and asking for confirmation: Repeating the previous answer back to the respondent and asking them to confirm or amend it reinforces consistency while offering a chance for updates.

• Asking the same question verbatim: This can highlight shifts in thinking or perspective, particularly if the same question is asked at different stages of a process.

• Building on established information: Framing the next question as an evolution of previous answers invites deeper reflection and helps develop a fuller picture over time.

Choosing the right approach depends on the context, the individual’s circumstances, and the relationship between staff and the respondent. Frontline staff are key to determining which method is most effective.

“Frontline staff’s expertise and familiarity with the dynamics of these conversations is invaluable. Without involving these practitioners, siloed design activities risk overlooking practical insights that make repetition meaningful and impactful.”

Conclusion: the importance of intentional repetition in service design

Digital transformation projects often default to removing duplication and automating processes, with micro-efficiency ruling as the key goal. However, this approach, when unintentional or indiscriminate, can undermine the value of human-centred interactions.

Repetition should not be dismissed outright as "duplication" without first considering its purpose. When done with intention, strategic repetition fosters trust, reveals patterns, and adapts to nuanced human needs.

Automation and de-duplication must complement, not replace, the expertise of frontline staff. Intentionality ensures that these tools empower staff to provide meaningful engagement, using their insight and judgement while digital systems streamline routine tasks.

In this way, repetition (and automation) become deliberate design choices, balancing efficiency with care.