Improving NHS Providers’ user experience through discovery research
NHS Providers is a member-led organisation dedicated to supporting NHS foundation trusts. Collaborating with digital agency, William Joseph, I conducted discovery research and analysis that would give NHS Providers tangible recommendations and lay the groundwork for their website redesign.
The challenge
NHS Providers were in the early stages of overhauling their website - they knew the platform needed to do a better job of meeting their members’ needs and growing their membership audience, but they didn’t quite know where to start.
How I helped
I began by carrying out in-depth data analysis of their web, search, and social media metrics to highlight emerging themes, pain points, and opportunities. Following this I planned and led a series of content testing interviews with potential members and website users. These sessions provided invaluable first-hand observations of user interactions on the website and comparator sites, allowing us to delve deeper into user experiences and expectations.
I synthesised the findings from the data analysis and user testing to develop hypotheses for NHS Providers’ content and site structure. These hypotheses were then put to the test through several card sorting and tree testing exercises with potential users. The outcome was a streamlined, intuitive and user-centred website navigation that prioritised accessibility and content discoverability.
My approach
Throughout the project, maintaining close collaboration with internal teams was paramount. While empathising with their perspectives, I also challenged assumptions that diverged from a user-centric approach. Playbacks, workshops, and getting internal stakeholders to actively participate in content testing interviews ensured transparency and buy-in from across the organisation.
Results
The end result was that NHS Providers was equipped with accurate insights, user-led evidence and content inspiration, allowing them to confidently plan the next stages of their website redesign.