Situation
The NHS needed a clear, accessible product during the national Pandemic. Existing Alpha stage product was unclear, excluded cognitively challenged users, and created public safety risks through poor information architecture and design.
Task
Rapid Discovery, analyse research, deliver unified, accessible product to guide the public across digital and print channels, establish scalable design systems for NHS services. Delivering at pace, while seeing the bigger picture.
Action
• I took sole ownership & led end-to-end UX/UI for nationwide NHS COVID-19 Test Kit services (65M+ users, 2.2B+ interactions).
• Analysed Gov research data, defined assumptions and pain points, validated UX change across NHS, DHSC, & cross-agency.
• Working within NHS Digital, GDS or central government environments
• Ensure all solutions align with NHS digital standards, GDS principles and accessibility requirements
result
• Delivered GDS-aligned service blueprints, prototypes, and UI for national deployment in fast-paced agile/lean settings.
• Delivered multiple mission-critical NHS Test Product variants using data, research, and policy input. (NHS Gold Standard Award)
• Achieved 52% to 100% conversion uptake, delivering accessible systems for ‘NHS Easy Read’.
• Saved £550K by identifying and resolving critical UX and technical product flaw, ensuring first 55M COVID-19 Kit rollout.
• Translated complex regulatory/medical Health Research white papers into simplified, compliant user interfaces.
• Mentored a team of 3 designers, and presented weekly strategic updates to senior Product Stakeholders.
• Delivered multiple mission-critical NHS Test Product variants using data, research, and policy input. (NHS Gold Standard Award)
• Achieved 52% to 100% conversion uptake, delivering accessible systems for ‘NHS Easy Read’.
• Saved £550K by identifying and resolving critical UX and technical product flaw, ensuring first 55M COVID-19 Kit rollout.
• Translated complex regulatory/medical Health Research white papers into simplified, compliant user interfaces.
• Mentored a team of 3 designers, and presented weekly strategic updates to senior Product Stakeholders.
My 0-1 Process (Discovery to Launch)
Mapping Current Journey, Critical Pain Points and User Needs
Analysed existing first wave of primary NHS Research 2020 dataset across 12,000+ users
• I highlighted major UX failures across public-facing interfaces and materials, based on Data and UR
• Conducted interviews with multiple clinical departments and NHS/DHSC leadership
• Conducted interviews with multiple clinical departments and NHS/DHSC leadership
• Presented an optimised visual hierarchy, implemented Call To Action (CTAs) through intuitive & data-driven testing
My analysis of Research, and Critical UX / Content hierarchy failures at Pre/Alpha
Defining Needs for Public Access
Putting the User firmly at the Centre
• Built to showcase considerations and User Feedback data,
• To visually drive my ideas, showcasing GDS, that we must build everything around the user first and the support and trust the NHS has built up.
Prototyping Patterns, and Styles for Clarity
Creating Simplification & Calmness
Initial UX and Design Patterns created for clear, clean hierarchy and design approach
• Leading WCAG 2.1 AAA templates adopted as NHS Digital standard.
• Reduced cognitive load by using visual hierarchy and GDS standards, and mapped user flows
• Aligning NHS priorities with national health demands, rapid needs and Lean UX. This allowed for easy flow and storytelling for users to follow.
Design Tests, Strategy & Development
Research & Rapid Iterative Prototyping
Tested design ideas, creating storytelling visuals to demonstrate ideas and approaches in a fast moving NHS Government programme' Establish new patterns and UI Hierarchy standards, scaling across the NHS Test Kit and Informational design digital ecosystem.
Working closely with product managers, user researchers, developers and content designers within an agile delivery team
Working closely with product managers, user researchers, developers and content designers within an agile delivery team
16.1 Million Users needed Extra Help!
Unexpected Extra Task - Reinventing the NHS 'Easy Read'
Raising Accessibility Standards by creating a new set of version for 16.1M users (24% of UK population) with cognitive disabilities.
• Working closely with the PO, we identified multiple accessibility violations affecting users with cognitive disabilities and initiated a redesign of the product.
• Reacting to Data, and Major pain points, I began creating a new user experience in rapid lean settings, to meet users urgent needs.
• I showcased how large format physical versions would work alongside the established Test Kits on location
0-1 Process (From Chaos to Clarity)
Public Research, Pain Point Analysis to Rapid Development
From presentation to implementation, at Lean Agile UX pace, I created a series of solutions to test and experiment, iterate
• Deployed nationally across NHS digital services, serving millions during the pandemic
• Achieved exceptional user satisfaction—users were "incredibly happy they could now understand the process easily"
• Set new NHS accessibility standards, proving inclusive design delivers both compliance and dignity
• Achieved exceptional user satisfaction—users were "incredibly happy they could now understand the process easily"
• Set new NHS accessibility standards, proving inclusive design delivers both compliance and dignity
Validation
Respecting and recognising the Users unique challenges, with a simplified, elegant design, that in User testing, received 100% approval.
Behavioural Guidance & Iconography
Creating Universally Recognised Components
• I refined iconography and graphic symbols based on real user needs and feedback
• Building and using components from the design system, as well as documenting components
• Championed visual realism strengthening recognition and building public trust
• Testing confirmed Improved comprehension for millions navigating critical health decisions during national emergency
• Championed visual realism strengthening recognition and building public trust
• Testing confirmed Improved comprehension for millions navigating critical health decisions during national emergency
Validation
Feedback was 100% positive, users could identify various Test Kits clearly, and Icons were understood.
Working across Health, Build & Clinician Needs
Enabling Cross Platform Guidance, UX and Visual Design Solutions
Working across departments who requested rapid solutions, I hands-on designed various products in multiple media.
• Created in Keynote, animated where required, and transferable to Powerpoint for presentation and editing.
• Designed multi-format guidance system (PowerPoint, PDF, web) used for 24,000+ UK educational institutions
• Created testing protocol guidance packs for university and school leadership
• Delivered social media assets and workforce training materials, with positive feedback from educational leadership
• Created testing protocol guidance packs for university and school leadership
• Delivered social media assets and workforce training materials, with positive feedback from educational leadership
From Delivery to Build
UK-Wide Product Delivery (65 million product runs)
I single-handedly led and established clear visual hierarchy system and patterns, optimised for rapid comprehension and mass public use, then managed lean design team in producing multiple versions based on demand.
• Defined design patterns for a total of 2.2BN+ test kits to be distributed UK-wide
• Established global manufacturing standards for pharmaceutical partners
• Balanced regulatory compliance with public comprehension
• Maintained NHS brand governance across international supply chains
• Established global manufacturing standards for pharmaceutical partners
• Balanced regulatory compliance with public comprehension
• Maintained NHS brand governance across international supply chains
Global Compliance & Trust Governance
Ensuring Products Align with NHS Systems when mass-produced
Tasked with ensuring mass global Pharma manufacture met standards, and production of COVID Kits were controlled
• Established and presented design templates & patterns for global vaccine Pharma production and test kit deployment
• Led international partnerships ensuring NHS brand integrity and WCAG accessibility
• Balanced regulatory compliance with user-centred design and public trust
• Led international partnerships ensuring NHS brand integrity and WCAG accessibility
• Balanced regulatory compliance with user-centred design and public trust
Example of Manufacturer Guides
Results & Testimonials
65 million users across the UK
2.2 billion user interactions delivered
3× Gold Standard Awards for setting User Centred NHS benchmarks
Setting NHS UX standards for clarity, speed, and public access
