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NHS
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INTERACTION DESIGN
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MATERNITY EXEMPTION
Optimised the user experience of the Digital Maternity Exemption service used by 150,000 health professionals throughout UK.
Highlights
Digital Maternity Exemption Service is an online NHS service that allows midwives, GPs' and healthcare professionals across
the UK to apply for Maternity Exemption Certificates on behalf of expectant mothers, with which they will be able to claim
free NHS prescriptions during their course of pregnancy and upto one year of their child's birth. Once the application is received, NHS BSA will send out the maternity certificates to the mother's email address or their preferred address based
on their preference.
*Designs not shown due to NDA, only an overlook of the process.
Team
Me (Interaction Designer) + Junior Interaction Designer + User Researcher + Service Designer + Content Designer
Timeline
March 2023 - Present
Involvment
Observing user interviews, Documenting qualitative research insights, Analysing quantitative research data , Identifying user needs, pain points and opportunities, Brainstorming solutions collaborating with the team, Leading the wire-framing and prototyping process, Validating hypotheses through user testing.
Tools
Miro, Jira, Confluence, Google Docs, Android Visual Studio, Heroku.
01
RESEARCH
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User Interviews
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CSAT Surveys
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Article Repositaries
02
IDEATE
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User Needs
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Pain Points
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Key touchpoints
03
PROTOTYPE
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Sketches
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Wireframes
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High Fidelity Mockups
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VALIDATE
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Usability Testing
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Iteration
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Product Demos
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Opportunity Maps
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User Journey Maps
RESEARCH
User Interviews -
Having observed more than 10 user interviews collaborating with the user researcher, we created an 'audience inventory', to gather the important research data such as evolving user needs, pain points, triggers of frustrations, etc corresponding to each research participant, and to utilise the importance of the process of continuous discovery.
CSAT Surveys -
With the CSAT survey results published every month, I collaborated with the User Researcher to document, analyse and categorise repetitive user feedback.
Article Repositaries -
Then, I created a repository of articles from the internet relating to the fines and penalty charges pregnant mothers are entitled to pay, despite having applied or communicated with their midwives about their exemption certificates.
*Images blurred due to NDA
IDEATE
User Needs, Pain points
& Touchpoints -
Based on qualitative and quantitative research data, I collected the key pain points, needs, wants, triggers, touch points (online and offline), etc to draw parallels and differences in the user behaviour.
Opportunity & User Journey Maps -
The problems have been converted to 1st, 2nd and 3rd level opportunities and were plotted on an opportunity solution tree to drive a desired outcome in the long run. Also, several user journey maps were created to address the happy and unhappy flows.
PROTOTYPE
Wireframes -
Collaborating closely with the junior interaction designer, service designer, user researcher and content
designer, I created 6 iterations of the MVP as a team, based on several discussions and analysis of user behaviour.
*Images blurred due to NDA
Hi-Fi Mockups -
I recreated these wireframes into high-fidelity prototypes using NHS Design Kit, coded and pushed the changes to Github repositoriesto validate them through testing.
VALIDATE
Usability Testing -
Observed 8 Usability Testing sessions to understand how the updates work. Documented insights from these sessions, went back to the board and iterating on the MVP.
*Images blurred due to NDA
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Bringing visuals is helpful when sharing initial ideas with cross-functional partners. By sharing low-fidelity explorations and visual references, I could better communicate with engineers, product managers, and UX researchers about the feasibility and timeline.
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Strategizing features and prioritizing for current vs future releases - There were a bunch of features and solutions that we came up with in Ideation. Taking into account the users, stakeholders, and developer feasibility, learned how to narrow down for current implementation as well as think about future additions.
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Learning to navigate through conflicting feedback - Although understanding everyone's perspectives is essential to move forward but can be conflicting sometimes, I learned to make more informed decision about my design with stronger rationales.
Design Process
Impact
Learnings
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