UX STRATEGY CASE STUDY
BACKGROUND
At the end of 2008, I was given the task of looking at how the boutique digital agency I was working at could develop a strategy/rationale to approach NHS Primary Care Trusts to redesign their digital offerings.
I began with the creation of a model in Excel, focusing on the 150 PCTs (Primary Care Trusts) in England.
The model could be used for Scotland and Wales in the future, and could, also, with some tweaks, be applied to any other sector or group of websites.
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I divided the PCTs into 9 regions and gave each PCT a reference that related to its region. For example, LD007 (the 7th website we analysed in the London region).
SUMMARY OF OUTPUT
I assembled a team of specialists within the agency and we developed a series of heuristics for five key areas (SEO, Content, Visual Impact, Accessibility and IA/Usability) to assign objective scores for each website.
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Each key area contained 20 yes or no questions (for example, under SEO if the website was coded in Flash or used frames, there was a score of 0. If not, a score of 1).
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Once all 150 websites had been scored by each specialist, this analysis enabled us to draw out statistics that could show, for example, how well PCTs perform in terms of accessibility on a regional and national level.
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The analysis itself was rigorous and objective, following best practice and NHS guidelines. The output of this research was a series of individual reports explaining the research and the importance of the five sections, together with the scores and recommendations.
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These reports proved to be compelling marketing collateral for the agency and opened the door for the agency to promote itself to the NHS and subsequently bring in new business.