Moorfields Eye Hospital: A Unified Accessible Digital Experience
The Challenge
Moorfields Eye Hospital, a world leader in ophthalmic care and research, has long been at the forefront of innovation. While the hospital offers top-tier medical treatments, its digital landscape had not evolved to match the high quality of care provided in-person. The challenge was to restructure and rebuild Moorfields' online presence, bridging the gap between NHS and private services. The goal was to create a unified, accessible, and user-centric platform that reassures patients and integrates Object Oriented User Experience (OOUX) principles for a seamless, effective digital experience.
Client
Moorfields Eye Hospital
Category
UX Design, OOUX, UI Design, Design Systems
Year
2023
My Role
I was an Interaction Designer responsible for UX/UI design, working collaboratively with the team to apply OOUX principles and create a user-first, content-driven design. I partnered with the Product Owner, Service Designers, Researchers, and Developers to ensure we developed a platform that was accessible and met the diverse needs of both NHS and private patients.
The Process
Research Insights
We engaged with nearly 50 patients, prospective private patients, and people requiring secondary care. Key insights highlighted the need for reassurance, easy navigation, and detailed, accessible information about conditions, treatments, and consultants.
The OOUX of it all
We utilised Object Oriented User Experience (OOUX) to break down content into key objects such as Conditions, Locations, and Consultants. These were structured based on users' mental models, ensuring intuitive navigation and content presentation.
OOUX wasn’t a framework that the our team had worked with before, but it quickly became clear how the work that the Moorfields team had done to identify the objects and map out the associated information to each one was going to help us immensely with the work to come.
If you’d like to learn more about OOUX you can check out the website on the link below:
Wireframing and Iteration
We integrated user research into our agile process by conducting testing or interviews in the second week of every sprint. This ensured continuous validation of our designs, allowing us to refine interactions based on real user feedback. By testing both new iterations and the evolving prototype, we maintained a user-centered approach throughout development.
Key Design Decisions
A major challenge was merging NHS and private services while maintaining sensitivity and ensuring clear differentiation. A design sprint collaborating with the Moorfields private team helped us quickly identify how to combine the two sectors effectively.
Usability Testing Takeaways
Extensive usability testing with a diverse mix of users, including those with accessibility needs, allowed us to refine the platform. We tested using tools like Axe-Core and Lighthouse, and ensured compatibility with assistive technologies like JAWS and Dragon.
The Solution
We created a digital platform that puts patients at the heart of their experience. The final website is clear, intuitive, and user-friendly, with seamless integration of NHS and private services. Key features include:
Easy navigation with clear access to information about conditions, locations, and consultants.
An accessible design for users with visual impairments, supporting assistive technologies.
A content structure based on OOUX principles, ensuring logical and intuitive information flow.
The Impact
Enhanced Awareness of Private Services
By integrating Moorfields NHS and private services, we generated new opportunities and awareness for the private team, contributing to its growth and visibility.
Improved Accessibility
We created a digital platform that puts patients at the heart of their experience. The final website is clear, intuitive, and user-friendly, with seamless integration of NHS and private services.
Patient-Centered Approach
The website provides patients with the reassurance and detailed information they need, improving their experience and confidence in managing their eye care.
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