The NHS was operating across more than 200 websites, spread across regions, departments and servicesglossary×ServiceA service is a component or function that performs a specific task within a system.Open glossary term→.

Content was inconsistent, often outdated, and in many cases failed to meet GDPR and accessibilityservice×AccessibilityNo last-minute fixes. No surface-level compliance. Just products that work for everyone.Open service→ requirements.

Each region worked differently. Processesglossary×ProcessA process is a defined sequence of steps used to achieve a specific outcome.Open glossary term→, policies and ownership varied, creating fragmentation both internally and in the user experienceglossary×User Experience (UX)User Experience (UX) refers to the overall experience a person has when interacting with a product, including usability, accessibility, and how it feels to use. It focuses on making products useful, usable, and enjoyable.Open glossary term→.

Previous attempts to consolidate had failed, leaving a level of scepticism across the organisation.

The challenge was not just to redesign the experience, but to unify it. Technically, operationally and organisationally.

The problem went far beyond interfaceglossary×InterfaceAn interface is the point of interaction between a user and a system, where inputs are made and outputs are received. It can be visual, physical, or conversational.Open glossary term→-level issues.

Content quality varied significantly, with duplication, gaps and inconsistencies across servicesglossary×ServiceA service is a component or function that performs a specific task within a system.Open glossary term→.

User journeysglossary×User JourneyThe full path a user takes to complete a task, including every step, decision, and interaction along the way.Open glossary term→ were unclear and often broken, making it difficult for people to find the information they needed.

Internally, departments operated in silos. Ownership was unclear, processesglossary×ProcessA process is a defined sequence of steps used to achieve a specific outcome.Open glossary term→ were inconsistent, and there was no shared modelglossary×ModelA model is a system or representation used to process data and generate outputs, often trained to perform specific tasks.Open glossary term→ for how content or servicesglossary×ServiceA service is a component or function that performs a specific task within a system.Open glossary term→ should be structured.

On top of that, many servicesglossary×ServiceA service is a component or function that performs a specific task within a system.Open glossary term→ did not adhere to NHS or GDS standards, putting accessibilityservice×AccessibilityNo last-minute fixes. No surface-level compliance. Just products that work for everyone.Open service→ and compliance at risk.

This wasn’t a single problem to fix. It was an ecosystem that needed restructuring.

The starting point was understanding the full landscape.

Content auditsguide×Content AuditEvaluating content quality, relevance, and consistency to identify gaps, remove clutter, and improve content effectiveness.Open guide→ were carried out across all sites, identifying what existed, what needed to be removed, and what was missing entirely.

Stakeholder interviewsguide×Stakeholder InterviewsStructured conversations with internal stakeholders to understand goals, assumptions, constraints, and priorities.Open guide→, SME sessionsglossary×SessionA session is a single period of user interaction with a product, from entry to exit within a defined timeframe.Open glossary term→ and user researchservice×User ResearchNo guesswork. No assumptions. Just clear insight you can act on.Open service→ were used to understand needs, expectations and pain points across both the business and end users.

This wasn’t just about insightglossary×InsightAn insight is a meaningful understanding that explains why something is happening and what it means.Open glossary term→. It was about alignmentglossary×AlignmentAlignment is the shared understanding and agreement between teams, stakeholders, and objectives.Open glossary term→. Previous attempts had failed, so building trustglossary×TrustUser confidence that a product, service, or organisation will do what it promises.Open glossary term→ and bringing people with us was critical.

Regular updates, show and tells, and open communication helped shift perception from scepticism to engagementglossary×EngagementEngagement refers to how users interact with a product, content, or experience, including actions like clicks, time spent, and interactions.Open glossary term→.

A new information architectureservice×Information ArchitectureNo digging. No confusion. Just clear paths through complex content.Open service→ was created from scratch, working closely with internal teams through 1:1 sessionsglossary×SessionA session is a single period of user interaction with a product, from entry to exit within a defined timeframe.Open glossary term→ and card sorting to define where content should live and how users would navigate it.

At the same time, new templates and reusable components were designed to create consistencyglossary×ConsistencyConsistency is the use of uniform patterns, behaviours, and visual elements across a product to create familiarity and predictability. It helps users learn once and apply that knowledge throughout the experience.Open glossary term→ across the platformglossary×PlatformA platform is a system or environment that enables users, services, or applications to interact, build, or operate.Open glossary term→.

The result was the National Website Platformglossary×PlatformA platform is a system or environment that enables users, services, or applications to interact, build, or operate.Open glossary term→, consolidating hundreds of fragmented servicesglossary×ServiceA service is a component or function that performs a specific task within a system.Open glossary term→ into a single, structured systemglossary×SystemA system is a collection of interconnected components that work together to achieve a specific function or outcome.Open glossary term→.

Content was standardised, accessible and aligned with NHS and GDS principles.

Reusable templates and components created consistencyglossary×ConsistencyConsistency is the use of uniform patterns, behaviours, and visual elements across a product to create familiarity and predictability. It helps users learn once and apply that knowledge throughout the experience.Open glossary term→ across servicesglossary×ServiceA service is a component or function that performs a specific task within a system.Open glossary term→, while still allowing flexibility where needed.

A new information architectureservice×Information ArchitectureNo digging. No confusion. Just clear paths through complex content.Open service→ made it easier for users to find what they needed, reducing confusion and improving navigationglossary×NavigationHow users move around a website or product.Open glossary term→.

Internally, teams were given the tools and guidance to create and manage content themselves, reducing dependencyglossary×DependencyA dependency is a component or system that another part of the system relies on to function.Open glossary term→ and improving efficiencyglossary×EfficiencyEfficiency measures how quickly and easily users can complete tasks once they are familiar with a system.Open glossary term→.

The platformglossary×PlatformA platform is a system or environment that enables users, services, or applications to interact, build, or operate.Open glossary term→ worked both as a user-facing product and an internal operating modelglossary×Operating ModelAn operating model defines how an organisation delivers its products or services, including processes, roles, systems, and workflows.Open glossary term→.

Multiple servicesglossary×ServiceA service is a component or function that performs a specific task within a system.Open glossary term→ were successfully launched on the new platformglossary×PlatformA platform is a system or environment that enables users, services, or applications to interact, build, or operate.Open glossary term→, replacing fragmented and non-compliant websites.

Stakeholderglossary×StakeholderA stakeholder is any individual or group with an interest in a product, project, or outcome, including internal teams and external parties.Open glossary term→ buy-in was achieved across departments, overcoming initial resistance and previous failed attempts.

Senior leaders backed the platformglossary×PlatformA platform is a system or environment that enables users, services, or applications to interact, build, or operate.Open glossary term→ financially, enabling continued growth and expansion.

Content quality, accessibilityservice×AccessibilityNo last-minute fixes. No surface-level compliance. Just products that work for everyone.Open service→ and consistencyglossary×ConsistencyConsistency is the use of uniform patterns, behaviours, and visual elements across a product to create familiarity and predictability. It helps users learn once and apply that knowledge throughout the experience.Open glossary term→ improved significantly, reducing risk and improving user experienceglossary×User Experience (UX)User Experience (UX) refers to the overall experience a person has when interacting with a product, including usability, accessibility, and how it feels to use. It focuses on making products useful, usable, and enjoyable.Open glossary term→.

The NHS moved from a fragmented digital presence to a scalable, unified platformglossary×PlatformA platform is a system or environment that enables users, services, or applications to interact, build, or operate.Open glossary term→.

This project reinforced that large-scale UX problems are rarely about design alone.

They sit across content, structure, governanceglossary×GovernanceGovernance defines the rules, processes, and structures that guide decision-making and ensure accountability within an organisation or system.Open glossary term→ and organisational alignmentglossary×AlignmentAlignment is the shared understanding and agreement between teams, stakeholders, and objectives.Open glossary term→.

Without addressing those layers, any surface-level improvements would fail.

The role of UX here was not just to design better interfacesglossary×InterfaceAn interface is the point of interaction between a user and a system, where inputs are made and outputs are received. It can be visual, physical, or conversational.Open glossary term→, but to create a systemglossary×SystemA system is a collection of interconnected components that work together to achieve a specific function or outcome.Open glossary term→ that worked. For users, for teams, and for the organisation as a whole.

Get that right, and everything else becomes easier to improve.