NHS.UK / FIND A SERVICE REDESIGN & CONTINUOUS IMPROVEMENT
The NHS Find a Service tool helps citizens locate healthcare services and self-refer to the right support. However, the original experience was fragmented, not fully user-friendly, and lacked ongoing mechanisms for evidence-based improvement. The challenge was twofold: Redesign and enhance the tool to make service discovery and self-referral clearer and more intuitive, and establish a framework for continuous improvement, grounded in user research, analytics, and iterative design.
(Design Lead, Service Design & UX)
Approach
Worked directly with NHS England stakeholders to align service priorities.
Conducted user research to understand behaviours, pain points, and service access challenges.
Facilitated multi-disciplinary collaboration across product, design, engineering, and content teams.
Enhanced the content, design, and usability of service finder journeys.
Built web analytics capability to track user behaviour and identify opportunities for improvement.
Established a research repository to support evidence-based decision-making.
Designed and tested new features to improve usability and efficiency.
Impact
Improved usability of Find a Service for self-referral and local service discovery.
Better understanding of user behaviours and needs, informing design decisions.
New features designed and tested to continuously enhance user experience.
Web analytics and research repository created to enable ongoing evidence-based improvements.
Strengthened NHS capability to deliver future-ready, user-centred services.
Key activities
Stakeholder engagement: Ongoing collaboration with NHS England leaders and product teams. Aligned requirements and service priorities.
Research & Insight gathering: Conducted qualitative research + quantitative web analytics analysis. Deep understanding of user behaviours and needs.
Service & UX redesign: Improved service finder content, structure, and user flows. Redesigned Find a Service journeys and tested features.
Continuous improvement framework: Built analytics and created a research repository for future use. Evidence-based improvement process embedded in NHS.UK.
Reflection
This project highlighted the value of pairing user-centred design with continuous evidence loops. By embedding analytics and a research repository, we helped the NHS move from one-off improvements to a sustainable model of iterative, data-driven service evolution.