HFEA

Creating a simpler, useful and engaging experience for clinics

Role

Lead designer

Agency

Reading Room

Project

HFEA (Human Fertilisation Embryology Authority) are responsible for the regulation of fertility treatment in England. At the heart of their operations is a system that is both used internally and by clinics across the country. The system is called Clinic portal and helps to ensure that standards and performance criteria are being met across the country.

It allows clinics to submit, obtain and manage clinic information and allows the HFEA to provide guidance through the Knowledge base, send clinics updates and provide them with performance data such as rates of success and inspection reports.

The project was to redesign the portal with it’s current and new technology to create an enhanced experience for clinics to increase engagement and quality of data. The project also had to meet GDS standards.

Process

A collaborative process through research, workshopping, design development, prototyping.

Research and requirements gathering

Through workshopping and activities with the client to understand their needs and goals. Desk research, analysing prior user research produced by the research team to better understand the users and their needs.

Wireframing and planning content structures

Working with the client to decide which content was needed, how it could be improved, reduced and structured and what content types would need to be designed for.

Design experimentation and collaboration

Using the research, wireframes and content structure in hand, quick testing out broad ranges of styles and approaches, having open conversations and collaborating with the client to establish a route to move forward with.

Final design development and prototyping

Finalising designs for all different templates and content types required, inputting real world content and creating a prototype for the client to easily review.

There until the end

Involved beyond the point designs were signed off. Ensuring the development matched up to the designs and user experience was as defined and always being a point of contact for the client.

The license applications are very extensive and long and laborious tasks for clinics who are often time-poor, having one long form caused friction and resulted in reluctance and failure to fill it in.

By creating a process in which it could be completed in sections and returned to meant those who are time poor can fill it in within their timings and as a result increases the likelihood of engagement and rate of completed applications.

One of the most important aspects for clinics is knowing how they are performing. There are long reports that detail these but nothing high level.

Creating quick and digestible stats that could be seen almost immediately on the dashboard enabled clinics to quickly see how they performed and whether they needed to take action.