Moorfields Eye Hospital. Leading Experience Design Through Complexity
Image credit: Moorfields Eye Hospital
The Challenge
I was tasked with leading both the UX content design and user research workstreams for Moorfields Eye Hospital, a globally recognised institution in eye care. The challenge involved consolidating several fragmented websites into a unified, modern platform. This required integrating both private and NHS content while adhering to strict NHS branding and accessibility guidelines. The goal was to create a user-friendly experience for a diverse audience, including patients and healthcare professionals, while enhancing the hospital's digital presence through insight-led design.
The Obstacles
Several significant obstacles emerged during the project:
Complexity of the Content: The existing websites were based on different systems, making it challenging to consolidate content. Each section had its own voice and tone, which needed to be harmonised through a strategic, research-informed approach.
Stakeholder Needs: We had to balance the varying needs of multiple stakeholders—private patients, NHS patients, medical professionals, and the internal team. Leading the research helped us prioritise effectively based on user needs and behaviours.
Accessibility and Compliance: Adhering to NHS branding and accessibility guidelines (WCAG 2.2 Level AA) was non-negotiable. This was especially important as we designed for neurodiverse and vulnerable users, ensuring inclusivity from the outset.
Tight Deadlines: The project had tight timelines, and the pressure to deliver on time was high, particularly given the scale of the transformation and the depth of research required.
The Approach
To overcome these challenges, I took the following approach:
Insight-Driven Collaboration: I led a collaborative environment that connected content designers, researchers, developers, and accessibility experts around a shared vision. I ensured our decisions were anchored in research findings—helping the team stay user-focused throughout.
Agile Delivery: We adopted agile delivery methods, breaking the work into sprints that allowed us to test and iterate continuously. Weekly standups and retros kept the team aligned and allowed research insights to flow directly into design and development activities.
Leading Research from the Front: I led our user research strategy—designing and overseeing research plans, conducting interviews and usability testing, and synthesising findings into actionable insights. We engaged both NHS and private patients, giving us a rounded understanding of needs across diverse user groups.
Accessibility at the Core: With an accessibility consultant embedded in the team, we integrated inclusive design practices from day one. Research played a key role in identifying barriers and validating accessibility improvements through user testing.
The People Behind the Success
This project was only possible because of the incredibly talented and dedicated team I had the privilege to lead and work alongside. Every member brought energy, expertise, and a user-first mindset that made a complex transformation feel possible.
Designers: Our UX and content designers worked closely with me to turn user insights into clear, accessible, and intuitive experiences. Their ability to interpret research and apply it to complex content was second to none.
User Researchers: I led a brilliant team of user researchers who helped shape the direction of the site. Their work in gathering, analysing, and presenting insights meant we always had a strong evidence base for decision-making.
Accessibility Expert: Our in-house accessibility consultant was essential in embedding best practices into every phase. Their close collaboration with the research and design team ensured our work met WCAG 2.2 standards and beyond.
Developers: The development team were fantastic collaborators—open to insight-led changes and always focused on performance and responsiveness. Their execution ensured our accessible designs were brought to life.
Stakeholders: Through regular workshops and playback sessions, we worked closely with stakeholders to balance user needs with business goals, helping them see the value of user research and accessibility as drivers of performance and engagement.
The Outcome
Despite the challenges, the project was a resounding success:
User Engagement: The website’s user engagement tripled, with a significant uplift in task completion and user satisfaction.
Performance: Page load times were cut in half, with high-traffic pages like A&E now loading in under 2 seconds—vital for users in urgent situations.
SEO and Traffic: Our user-focused content strategy and technical SEO improvements led to substantial gains in keyword rankings, increasing visibility and traffic—particularly for private healthcare services.
Conversions: Clearer journeys and trust-building content (backed by research) led to an increase in private referrals: webform conversions reached 8.2%, and phone conversions hit 4.51%.
Mobile Experience: With over 60% of users on mobile, research uncovered key pain points we addressed through streamlined navigation and better task flows—improving accessibility and ease of use on small screens.
Conclusion
Leading both content design and user research for this transformation was a genuinely rewarding experience. By putting user needs at the heart of every decision—through collaborative, agile, and inclusive practices—we created a website that reflects Moorfields Eye Hospital’s world-class reputation. The new platform is not only fit for purpose but fit for the future, serving a diverse community with clarity, empathy, and accessibility.
