A new digital platform for Abri Group
We created the go-to platform for recruitment and advice on more than 350 careers in healthcare.
NHS Health Careers is the go-to resource for finding information on more than 350 careers available in health.
Part of Health Education England, this digital platform aims to recruit users into careers in healthcare by consolidating high volumes of information on jobs, training, and available roles into one trusted source. While current vacancies are not displayed on the platform, its purpose is to inform and advise potential applicants, including those looking to progress or pivot their career in the sector.
As part of large-scale restructure, NHS Health Careers underwent a top-to-bottom transformation. As a result, five separate websites needed to be amalgamated into one platform. The new platform had to cater to the diverse needs of its wide audience, from a doctor changing hospitals to a student picking their GCSEs, and all in between.
NHS Health Careers needed a sustainable platform that could handle an ever-growing range of careers and multiple user journeys. It also needed to be flexible enough to accommodate future growth.
To ensure the diverse needs of user groups from each website were catered for, a user centred-design approach and user research were needed. At the time, Reading Room was only one of a small number of digital agencies that put user needs and research at the heart of its process, and we were tasked with the creation of its new digital platform.
We began by conducting an exhaustive Discovery phase that included technical and user-centric research, a content audit, and future content strategy.
The user research was synthesised into multiple personas. Our team then used these personas to communicate the needs of NHS Health Careers’ diverse audience and inform the development and user testing.
The personas we created then helped to inform the development of key features and content, including:
Due to the diverse persona groups, we saw an opportunity to create a gamified career planning tool. We developed a multistage form and role classification system that matched users with careers that mirrored their interests and skills. To encourage younger users to return to the site, we introduced a site login area – allowing users to review their interests as they progressed in their training toward a career.
Working together with NHS Health Careers, our specialists created a website that provides clear and direct information about how to progress or transition into a variety of careers in healthcare.
By developing a suite of tools, we helped users understand more about themselves, their career goals, and aptitude. One standout feature was the course finder, which lists over 1000 courses and offers a sophisticated search functionality based on filtering. The homepage can also be personalised based on interests, goals, and qualifications.
We continue to collaborate with NHS Health Careers to iterate and improve the website, leveraging user research and tracking data to guide design and feature optimisation.
In recent times we have conducted further research and workshops to explore how the NHS Health Careers brand is perceived by its audience and to inform its future strategy. This included specialist recruitment of stakeholders from the younger segments of their audience, to focus on younger people researching a career in healthcare.
As a valued digital partner, we are always looking for new ways to improve the user experience and effectiveness of the site. Our fresh ideas have included a revision of the site’s menus and career finder listing. Ongoing development, content planning, and improvement are vital as user expectations and information needs shift with the changing job market.
From solid build delivery to strategic audience insights, the Reading Room team has gone above and beyond to help us improve our offering and put our users first.
A new digital platform for Abri Group
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