East Kent Hospitals NHS TrustWebsites

A better digital experience for East Kent patients

We partnered with East Kent Hospitals Trust to create a digital experience that put patients first. Our goal was to design a user-friendly website that was easy to navigate, accessible to all, and provided the information patients needed when they needed it.

Launch project
User research

Understanding the user journey

Before we could even think about building the website, we needed to understand who we were building it for. We spent time getting to know the East Kent Hospitals Trust’s audience inside and out. We mapped out who they were, what their needs were, and the tasks they needed to complete on the website. This user-centric approach was crucial. By understanding their needs first, we could design a website that truly met their expectations and made navigating the site a breeze.

We then mapped out the key user journeys, outlining the steps users would take to achieve their goals. This helped us identify potential pain points and ensure a smooth and intuitive user experience.

Card sort

Understanding user mental models

To understand how users naturally group information, we conducted a card sort exercise with the East Kent Hospitals Trust team. We presented them with cards representing key pages from the existing website and asked them to group these cards into logical categories. This exercise provided valuable insights into how users mentally organise information. It helped us identify any redundant pages and understand the relationships between different sections of the website.

We also conducted a separate card sort exercise to organise the Trust’s wards and services. This helped us develop a clear and intuitive structure for these critical sections of the website, enabling users to quickly and easily find the information they needed.

Sitemap and content mapping

Building a user-friendly structure

The existing sitemap was complex, making it difficult for users to navigate. To simplify, we analysed the card sort results and restructured the site around five core areas, aligning with key user journeys. This streamlined navigation and improved the overall user experience.

We then mapped out the content for each section, ensuring it was relevant, concise, and easily accessible. Finally, we visualised the navigation with a clean and intuitive design, incorporating imagery to enhance engagement and guide users through the site. This approach resulted in a significantly improved site structure that was both user-friendly and effective.

Wireframes

Designing the user journey

We created wireframes to visualise the website’s structure and flow, ensuring it aligned perfectly with user needs and content map. These simple, black-and-white sketches allowed us to focus solely on sitemap, content placement, and user flow.

Recognising that users often seek quick solutions and may feel anxious when navigating a hospital website, we prioritised a clear and concise homepage experience. The homepage was designed as a central hub with prominent calls to action, guiding users directly to the information they needed most. This streamlined approach significantly improved navigation and reduced the time users spent searching for information.

By focusing on user needs and creating a clear and intuitive user journey, we ensured the website was both effective and user-friendly.

Visual design

Bringing the site to life with NHS Guidelines

We carefully translated the wireframes into a visually appealing and user-friendly design, adhering to the strict guidelines of the NHS brand. Our focus was on creating a clean and accessible interface that was both visually engaging and easy to navigate, especially for older users.

We prioritised clear and concise communication, using a limited colour palette and a hierarchy of font sizes to guide the user’s eye. High-quality imagery was carefully selected to enhance the user experience and create a welcoming and informative atmosphere.

By adhering to the NHS brand guidelines while prioritising user needs, we created a visually appealing and accessible website that effectively communicated the Trust’s message.

Brand messaging

Communicating the value of the Patient Portal

Following the successful launch of the new website, we shifted our focus to the development of a new patient portal. This self-service platform aimed to empower patients by allowing them to manage their appointments and access key information online.

To encourage patient adoption of the portal, we conducted a workshop with the East Kent Hospitals Trust to understand the key benefits and address potential user concerns. This collaborative effort helped us identify the core motivations for using the portal and the key pain points that needed to be addressed.

Based on these insights, we developed a clear and compelling brand message that highlighted the convenience, efficiency, and accessibility of the patient portal. This messaging effectively communicated the value proposition to patients and encouraged them to utilise this valuable resource. We are currently working closely with the Trust to refine the patient portal and further enhance the user experience.

EKH charity

Enhancing the EKH charity website

In addition to the main hospital website, we also undertook the redesign of the East Kent Hospitals Charity website, which plays a crucial role in raising funds to support vital hospital services.

Following a similar approach to the main website project, we began by conducting thorough user research and mapping out key user journeys. This helped us understand the needs and expectations of potential donors and identify opportunities to enhance the website’s effectiveness. We developed a compelling brand message that clearly communicated the impact of charitable donations and highlighted the vital work of the Trust. This messaging was integrated throughout the website to inspire and motivate potential donors.

The website design adhered to NHS brand guidelines while incorporating a more vibrant and engaging aesthetic. We prioritised clear calls to action, highlighted key fundraising campaigns, and created a user-friendly donation form to facilitate online giving. The redesigned charity website provides a more effective platform for the Trust to engage with donors, raise awareness of their vital work, and ultimately secure the funding necessary to improve patient care.