Situation
The NHS needed clear, accessible UX/UI design during a national emergency. Existing content violated WCAG standards, excluded disabled users, and created public safety risks through poor information architecture.
Task
Delivered unified, accessible pandemic guidance across digital and print channels while establishing scalable design systems for future NHS services.
Action
• Analysed NHS research data to identify critical UX gaps in data reporting and public-facing materials.
• Developed evidence-based UX strategy addressing accessibility, information architecture, and design system needs.
• Presented recommendations to NHS & DHSC executives, leading to a complete service redesign.
• Presented recommendations to NHS & DHSC executives, leading to a complete service redesign.
Result
• Service redesign approved and achieved national scale—becoming the most-used UK government service in history
• Restored WCAG 2.1 AA compliance, providing access to 16.1+ million previously excluded users
• Established reusable design system adopted across NHS digital services, earning 3× GovUK Gold Standard Awards
• Established reusable design system adopted across NHS digital services, earning 3× GovUK Gold Standard Awards
UX thinking, Strategy & Execution
Role: UI Service Design | Competitive analysis | Market validation | Stakeholder interviews, problem definition
Design Discovery
• Analysed existing first wave of primary NHS Research 2020 dataset across 12,000+ user interactions
• Mapped UX/UI failures across public-facing interfaces and materials
• Conducted interviews with 8 clinical departments and NHS/DHSC leadership
• Identified accessibility violations affecting 16.1M users (24% of UK population)
• Mapped UX/UI failures across public-facing interfaces and materials
• Conducted interviews with 8 clinical departments and NHS/DHSC leadership
• Identified accessibility violations affecting 16.1M users (24% of UK population)
• Optimised visual hierarchy and CTAs through iterative, data-driven testing
Defining UX and Interaction
Role: Principal Designer & GDS System Architect | Journey Mapping | Information Architecture
Simplification Through Design Patterns
• Reduced cognitive load by 34% using visual hierarchy and GDS standards
• Created WCAG 2.1 AAA templates adopted as NHS Digital standard
• Mapped user flows aligning NHS priorities with national health demands
• Mapped user flows aligning NHS priorities with national health demands
Building Versions, Testing and Delivery
Role: User testing, A/B testing | Iteration based on feedback
Research & Rapid Iterative Prototype Tests
Tested UI design options, absorbed feedback and iterated change and fast moving NHS Government programme needs, to establish new patterns and UI Hierarchy standards, scaling across the NHS Kit and Informational design digital ecosystem.
Result
• Built design system integrated with Gov.UK Design System
• Created reusable components (icons, forms, content blocks)
• Implemented progressive disclosure patterns for complex medical content
• Created reusable components (icons, forms, content blocks)
• Implemented progressive disclosure patterns for complex medical content
Branding & Recognition tests
Tested colour-coded versions for manufacturers, while enhancing user comprehension and product adoption nationwide.
Variations included new products, linking main programmes and care.
Component Library Built on User Feedback
• Refined iconography and graphic symbols based on qualitative user feedback and behavioural data.
• 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.
Education: Multi Platform Guidance
Role: Learning Guide Design for UK Education Facilities | Early-Stage COVID-19 Response
UX and Visual design for Guidance
• Designed multi-format guidance system (PowerPoint, PDF, web) used for 24,000+ UK educational institutions
• Created testing protocols for university and school leadership
• Delivered social media assets and workforce training materials, with positive feedback from educational leadership
• Created testing protocols for university and school leadership
• Delivered social media assets and workforce training materials, with positive feedback from educational leadership
UK-Wide Product Delivery
Role: Lead Product Designer | Experience Design
• Defined design patterns for 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
Established clear visual hierarchy optimised for rapid comprehension and mass public use.
Global Brand Governance
Brand Direction | Global Manufacturing Advisory
• Established design systems for global vaccine and test kit production
• 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
