Role & Responsibilities

I led the end-to-end redesign of Spire Healthcare’s enterprise digital ecosystem, delivering a cohesive, scalable, and user-centered experience across multiple hospitals and services. Balanced strategic UX leadership with hands-on interaction design, information architecture, and prototyping to align patient journeys with business outcomes and operational efficiency.

Impact

Project overview

Spire’s digital platform spanned multiple hospitals, services, and specialisms, resulting in fragmented patient journeys, inconsistent information architecture, and high drop-off in online bookings.

Key challenges

• Confusing navigation and inconsistent IA

• Difficulty finding treatments, practitioners, and locations

• Over-reliance on call centres for routine tasks

• Legacy CMS constraints across multi-site content

Research

Research focused on uncovering systemic barriers rather than isolated pain points

• Patients struggled to understand next steps and journey paths

• Convoluted booking system caused abandonment

• Existing navigation and IA did not reflect user mental models

• Mobile-first interactions were critical for usability and speed

Stakeholder workshops

Insights informed

• IA restructuring

• Guided flows

• Simplified communication
  
  These ensured a confident & frictionless patient experience.

Design execution

Design ideation and iterations were structured around generating:
Pencil sketches –> Hi-fidelity wireframes –> Interactive prototypes

Usability testing

A series of moderated and unmoderated customer usability tests were run that surfaced key insights for

• Booking journeys

• Navigation and IA

• Search

Summary of findings were taken and used to further improve the experience.

Design solutions

The design transformation was structured around four strategic pillars

2

Information Architecture and Navigation

Simplified IA aligned to patient needs, consistent across hospitals and services, scalable for future content

• Location setting for personalisation

• Flexible mega-menu L1/L2/promo structure

• Simplified nomenclature

4

Design System and Visual Rebrand

• To ensure consistency and scalability across all digital touch points a comprehensive Design System was developed and aligned with Spire Healthcare’s visual rebrand. Reusable components and interaction patterns were developed for:

• Consistency

• Accessibility

• Efficient delivery of future features

Results and Impact

Delivered a scalable, enterprise-ready experience that balances patient needs with business objectives and operational efficiency.

Reflection & Principal-Level Takeaways

• Early IA validation prevents costly redesign cycles

• Simplifying complex medical language significantly improves conversion

• Hands-on craft alongside strategic leadership drives credible, actionable design decisions

• Scalable design systems and IA are critical for enterprise digital platforms

Tools & platforms

Project team

• Design Tim Wolf, Omair Barkatulla, Joby Bridgen

• Engineering Rob Newman, Sophie Jackson-Lee, Raja Chandran

• Testing/Accessibility Michael Close, Shyam Chandar

• Delivery Chee Lau, James Surgeon, Aine Pilkington-Scott

• Delivery Support KPMG Tech Strategy & Curve Cloud Teams