UK’s most downloaded free iPhone app of 2021
25 million users
Finished ahead of WhatsApp, TikTok, Instagram and YouTube in Apple’s end of year App Store Awards
Home to NHS COVID Pass
My role on the NHS App
As lead content designer on the NHS App, I led a team of content designers and ensured the successful delivery of content across our product roadmap.
I was responsible for creating and delivering our content strategy. This included reviewing the IA of website and app pages, ensuring and evolving consistency and TOV while adhering to GDS, and improving content workflow processes across the product and delivery teams.
I worked closely with the UCD team to test and iterate content, and liaised with product and tech to deliver new and improved content across the app.
My work on the app
Information Architecture
I rearchitected the IA, taxonomy, and nomenclature of nhs.uk/nhs-app pages, and popular areas of the NHS App.
Find out how and why I did this…
Style and tone
I successfully proposed 6 new additions to the service manual. These are now standard practice across NHS Digital.
NHS COVID Pass
An exciting and newsworthy project delivered over 5 weeks, involving two third-party companies, and very senior stakeholders including members of the government.
Discover my work on the biggest project of the NHS App…
Integrating third-party suppliers
The NHS App is the front door to health services across the NHS. Third-party services can help patients connect with healthcare teams and hospitals.
Learn about my work on integrations…
Blood donation rapid discovery
I led a small team into a full investigation into how we might integrate the blood donation service into the NHS App.
OLIVIA THORNTON 