Situation
Re-architecting the UK’s Most Used Government Digital Service
During the COVID-19 pandemic, the NHS testing journey was fragmented, cognitively overwhelming, and operationally risky.
The existing alpha-stage service created:
• Public confusion
• Accessibility failures
• Inconsistent manufacturing outputs
• Compliance and brand governance risks
• Reduced uptake at a critical national moment
I was brought in to redefine the service, strategy and product, not just redesign the interface.
• Scaling across digital, print, education and pharmaceutical supply chains
• Aligning with NHS Digital, GDS, DHSC and cross-agency policy
• Operating at pandemic velocity
During the COVID-19 pandemic, the NHS testing journey was fragmented, cognitively overwhelming, and operationally risky.
The existing alpha-stage service created:
• Public confusion
• Accessibility failures
• Inconsistent manufacturing outputs
• Compliance and brand governance risks
• Reduced uptake at a critical national moment
I was brought in to redefine the service, strategy and product, not just redesign the interface.
Task
Design and deploy a unified, accessible national testing service capable of:
• Serving 65M UK residents, Supporting 2.2B+ interactions• Scaling across digital, print, education and pharmaceutical supply chains
• Aligning with NHS Digital, GDS, DHSC and cross-agency policy
• Operating at pandemic velocity
Action
I took sole ownership & led end-to-end UX/UI for nationwide NHS COVID-19 Test Kit services (65M+ users, 2.2B+ interactions)
• I led end-to-end product and service design strategy across digital experience, accessibility systems, and global manufacturing governance.
• This was not feature design, It was national infrastructure.
• This was not feature design, It was national infrastructure.
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 daily 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 daily strategic updates to senior Product Stakeholders.
Reframing the Problem (Discovery at Scale)
Mapping Current Journey, Critical Pain Points and User Needs
I initiated a rapid discovery phase across:
12,000+ primary NHS research records, Clinical departments, NHS/DHSC leadership and Cross-agency delivery teams
12,000+ primary NHS research records, Clinical departments, NHS/DHSC leadership and Cross-agency delivery teams
Key findings:
• Information hierarchy created unsafe behaviour
• Cognitive overload blocked conversion
• Accessibility gaps excluded 24% of the population
• Physical kit instructions conflicted with digital flows
• No unified pattern system existed
The issue wasn’t UI, It was systemic fragmentation.
I presented an analysis of Research, and Critical UX / Content hierarchy failures
Establishing a National Design System used across multiple online and offline formats
Led a unified, WCAG 2.1 AAA–aligned design system across digital and physical journeys, introducing decision-first hierarchy, plain English content, and reusable components. Reduced cognitive load, increased trust, and improved conversion from 52% to near-total completion.
Research & Prototyping
Rapidly tested and scaled new UI patterns across the NHS Test Kit ecosystem, aligning stakeholders through visual storytelling and collaborating within an agile, cross-functional team.
Redefined “Easy Read” for 16.1 million Users
Data revealed 16.1M UK residents (24% of the population) faced cognitive barriers.
Rather than treat accessibility as a compliance layer, I re-architected the service:
• Built a parallel Easy Read system for COVID testing
• Designed large-format physical guidance for on-site distribution
• Developed universally recognisable iconography validated with users
• Ensured parity between physical kits and digital journeys
This established a new benchmark for NHS accessibility standards.
Inclusive design became structural, not optional.
Validation
Respecting and recognising the Users unique challenges, creating a simplified, elegant design, in testing received 100% approval.
Behavioural Guidance with 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, follow advice, and Icons were clearly understood.
Cross-Government Delivery
Provided artefacts across multiple Government departments
Working across departments who requested rapid solutions, I hands-on designed various products in multiple media.
• Produced multi-format guidance systems used by 24,000+ UK educational institutions
• Created testing protocol packs for schools and universities
• Designed workforce and social distribution materials
• Delivered daily strategic updates to senior product stakeholders
• I mentored and guided a lean team of 3 designers within an agile government environment.
• Created testing protocol packs for schools and universities
• Designed workforce and social distribution materials
• Delivered daily strategic updates to senior product stakeholders
• I mentored and guided a lean team of 3 designers within an agile government environment.
From Delivery to Build
UK-Wide Product Delivery (65 million product runs on a regular basis)
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
Manufacturing & Global Compliance
Ensuring Products Align with NHS Systems when mass-produced
Beyond interface design, I:
• Defined visual and instructional standards for 2.2B+ test kit outputs
• Created production-ready templates for international pharmaceutical partners
• Safeguarded NHS brand governance across global supply chains
• Balanced regulatory compliance with real-world usability
• Defined visual and instructional standards for 2.2B+ test kit outputs
• Created production-ready templates for international pharmaceutical partners
• Safeguarded NHS brand governance across global supply chains
• Balanced regulatory compliance with real-world usability
Design became a governance mechanism — not just presentation.
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
