The Brief
To design a new patient & staff facing website that would support members of the public before, during, and after they became patients. Allowing them to seek & directing them to treatment without a referral as well as providing support for non-MSK issues (including lifestyle factors which are significant contributers to MSK health).

The Approach
Using national statistics and internal data I was able to start constructing a picture of the population served by the MSK department, I used this to create 8 demographic representative personas. These were then given personal attributes (behaviours, goals, needs, wants) based on further service data and clinical experiences.

A scenario was written for each persona based on real-world patient contacts & referrals. This scenario was then aligned to the service journey map with pain points & opportunities noted within these.

Finally, an exercise of KANO modelling was completed to understand the features that would be required, desired (and undesirable) to each persona. This was then used to define the minimum viable product (MVP) that would need to be produced given the tight deadlines on the project.