13-15 June 2018

Dynamic Earth, Edinburgh

A New IA for NHS.UK

Session type:
Case Study

Session duration:
60 minutes

Presented by:

Sophie Dennis

NHS Digital

About this Case Study

In this case study we’ll talk about how we’re approaching redesigning the information architecture for one of the UK’s largest, most important websites: nhs.uk. With over 50 million visits a month, thousands and thousands of pages on almost every health topic imaginable, and a target audience that is, almost quite literally, everyone, this presents specific and unique challenges.

We realised early on that traditional UX methods like card sorting and even top tasks analysis, while helpful for designing for specific tasks and topics, were unlikely to deliver a robust IA of the scale we needed in the timeframe we had available.

We therefore turned to innovative approaches that use large-scale data analysis to identify people’s information needs and mental models. We’ll share what we’ve learned so far in applying these techniques, and how we’ve blended them with more typical UX methods to redesign the search and browse experience of NHS.UK.

By UX Scotland 2018 we’ll have completed discovery and alpha for the new search and browse experience. We’ll be able to share the findings from our discovery process, including how people search for health information and services online, the major needs and behaviours we need to support, and what we learned from the data-driven approach to developing our taxonomy and information hierarchy.

We’ll talk about how we used an alpha to validate the IA produced by the data analysis and prototype new search and browse experiences that would get people to the information they needed, quickly and clearly. We’ll be able to show the patterns we found in alpha and preview what the new browse, search and IA for NHS.UK will be.

About the Speaker

Sophie is a freelance consultant and coach specialising in service design and product strategy. She helps organisations deliver better services to customers by putting user needs at the heart of their digital strategy, and by integrating user-centred design into agile delivery practices.

Currently leading work to transform the information architecture of NHS.UK, she has over 15 years' experience working with multi-disciplinary teams on strategic content, design and development projects. She's led ambitious user research and discovery programmes, defined digital strategies for major public and third-sector organisations, and built high-performing teams able to deliver high-quality user-centred digital services at pace.

She’s worked for, among others, Public Health England, the Department for Work and Pensions, the National Trust, Land Registry, Bristol City Council, the University of Surrey, Jisc and the Office for National Statistics, and world-leading experience design agencies CX Partners and Nomensa.


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