SENIOR UX DESIGNER / NHS CHOICES / FTC 2010

CHOICES & METRICS

Context

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

challenge

  • Users needed to compare hospitals and services using structured 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 across hospital comparison journeys

  • Conducted moderated usability testing

  • Worked with clinicians and policy stakeholders to clarify data presentation

  • Contributed to governance-aligned UX standards (now called GDS).

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

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

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

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

Prototype search results showing mortality rate single indicator hospital rating. 

Prototype search results showing mortality rate single indicator hospital rating. 

Site homepage prototype for goal-finding and usability testing.

Site homepage prototype for goal-finding and usability testing.

Simple triage concept for online service journeys.

Simple triage concept for online service journeys.

"MyNHS" personalised homepage prototype

"MyNHS" personalised homepage prototype

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.

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

  • Cognitive mapping

  • Service journey mapping

  • MS Project, Excel, Visio.

Previous

DIRECT.GOV
Next

LEGAL & GENERAL