NHS Inclusive Design for Cognitive Accessibility
NHS COVID-19 Response
Situation:
NHS COVID-19 guidance materials excluded users with cognitive disabilities through patronising design and tokenistic accessibility approaches that failed to meet genuine user needs.
Task:
Redesign NHS Easy Read materials to deliver fully accessible, respectful, and dignified user experiences while meeting regulatory compliance standards.
Action:
- Conducted rapid qualitative research and iterative user testing to identify authentic user needs beyond standard WCAG compliance
- Advocated for methodology changes balancing user dignity with regulatory requirements across stakeholder teams
- Designed simplified iconography, information architecture, and layouts respecting cognitive abilities while adhering to WCAG 2.1 and Gov.UK Design System standards
- Led hands-on validation testing with target users, iterating designs based on direct feedback
Result:
- Delivered Easy Read materials deployed nationally across NHS digital services, achieving exceptional user satisfaction scores.
- Established new accessibility precedent influencing NHS design standards organisation-wide.
- Demonstrated inclusive design delivering both regulatory compliance and user dignity, transforming NHS accessibility approach
- Materials served millions of users with cognitive disabilities throughout pandemic response
- Delivered nationally deployed Easy Read materials achieving exceptional satisfaction scores and establishing new NHS accessibility standards. Served millions of users with cognitive disabilities, demonstrating that inclusive design delivers both compliance and dignity.
Users testing revealed they were 'incredibly happy they could understand the process easily'.
Research, Analysis and UX Design
Conducted comprehensive Easy Read analysis across services and products, identifying patronising content.
Established methodologies that upheld accessibility standards while respecting users’ intelligence, delivering inclusive, dignified designs valued by users.
Ideation & Analysis
Created sketches and workflow concepts presented to the NHS.
Presented analysis of user pain points, engagement gaps, and process inefficiencies to inform design decisions.
Developing User Centred Designs
Utilised qualitative research and iterative feedback to develop GDS-compliant design systems validated through live user testing.
Final Live Design Launch
Delivered final Easy Read designs through agile, iterative processes, including design testing, print considerations, and visual style evaluations across services and products, ensuring accessible, inclusive, and high-quality user experiences.
Accessible Wayfinding Design – NHS Test Sites
Redesigned UK test site signage using clear linear icons and NHS brand colours to support stressed or time-pressured users. Applied Easy Read and user-centred design principles to create an editable, adaptable system enabling on-site translation and rapid updates. Delivered accessible wayfinding used across the UK during the pandemic.
