Start by simplifying the entire site. Almost more IA wireframes were created than designed pages. Rather than just having absolutely every bit of information on the page – allow a user to discover content for themselves. Keep the most looked for info at the top but move less important content further away. And don’t scare them with terminal diseases floating around the homepage.

Customers (or should I say patients) generally only go to the NHS site when they are sick, or know someone who is sick. So we set out to greet users with something that would hopefully make them feel a little better. Brighter colours, smiling people and vibrance.