NHS

NHS CHOICES SENIOR UX DESIGNER 2010

CHOICES & METRICS

Context

NHS Choices was the UK’s primary public health information platform, providing patients with access to hospital performance data and service information.

The challenge was to translate complex clinical and institutional metrics into accessible, usable digital experiences for a broad and often vulnerable public audience.

Problem

Users needed to compare hospitals and services using structured performance metrics.

Existing content and navigation models were inconsistent, and key datasets were difficult to interpret within meaningful decision-making journeys.

My Role

As Senior UX Designer I:

Led information architecture refinement across hospital comparison journeys
Conducted moderated usability testing
Worked with clinicians and policy stakeholders to clarify data presentation
Contributed to governance-aligned UX standards.

Approach

Structured navigation and filtering models to reduce cognitive load.
Applied card sorting and usability feedback to refine IA.
Ensured journey and UI elements conformed to NHS Information Design Systems and Standards.
Developed wireframes to improve metric clarity and comparison flows.
Ensured WCAG-aligned content hierarchy and semantic structure.

Mapping the patient choice user journey and annotating for decision points.

Extending NHS visual design systems for user-facing hospital scorecards.

Outcome

Improved clarity of hospital comparison journeys
Reduced ambiguity in performance data interpretation
Delivered structured UX improvements within regulated and politically sensitive constraints.

ROLES & SKILLS

UX & Strategy Lead
Stakeholder consultation & management
Structured user interviews
Moderated usability testing
Understanding complex web analytics
Understanding NHS data analytics
Balancing user-centred information needs with hospital and treatment-centred data limitations.

TOOLS & PLATFORMS

Card sorting
Paper prototyping
MS Project, Excel
Visio.

NHS