Client: NHS Scotland

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"Border Crossing Media were a genuine pleasure to work with and had a real commitment to getting the job done with the highest quality in mind."

The challenge

NHS Scotland and the Scottish Government wanted to help people to a speedier recovery and ensure all NHS services are run as efficiently as possible. We were commissioned to design, test and develop a centralised resource that would help people in Scotland find the right medical assistance when they’re ill, injured or have a long term condition.

Our approach


The first step of this UX-led web development project for NHS 24 was to audit how each health board across Scotland was currently disseminating information on which NHS service people should turn to given their particular needs.

Whilst every health board had the relevant information on their website we soon discovered that this information was very difficult to find. What’s more, once a user had consumed this information they would then be redirected to another website to locate the specific contact information they needed.


Our research clearly indicated that we needed to:

  • Design and develop a responsive website that would work well across desktop, tablet and mobile devices.
  • Design for a varied context of use that would include people accessing the website on-the-move on a mobile device most likely under duress.
  • Ensure the website helped people achieve their purpose for visiting the website, e.g. get the help they needed from the relevant NHS service and not just learn about which one they should turn to.
  • Combine the existing content with localised contact information.
  • Ensure the existing web feeds available would provide useful and accurate information.
  • Ensure the presentation of web feed data was adapted for cross-platform consumption.
  • Undertake reverse geo-coding to deliver contact information on mobile-optimised maps.
  • Ensure the information on the website was as easy to consume as possible.

With this in mind we were able to develop a design and technical brief that clearly articulated requirements from an end-user’s perspective.


We collaborated closely with the in-house project team throughout the design process. This began with the development of a number of paper prototypes. These were rapidly developed into low-fidelity wireframes that were continuously tested and iterated on throughout the design process.

The majority of our work was spent on ensuring that the presentation of contact information on a map would work across devices. This was particularly challenging for urban areas due to the volume of results and the duplication of contact information per location.

This meant we would have to optimise the information delivered by the web feeds available by compiling our own data sources and undertaking a two-step reverse geo-coding process. Following this we then took steps to knock-out all duplicates so that they map would remain usable irrespective of the device used.

These additional steps, whilst complex and time-consuming, allowed us to drastically improve the quality of results and ensured that the screen designs we presented were signed-off without the need for any revisions. In fact all of the work conducted at the outset of the project enabled us develop the finalised version of the website within an incredibly tight timeline.


Once we had completed all of the technical development required we collaborated closely with the in-house project teams to ensure that the website was tested thoroughly. Feedback was provided from project stakeholders as well as research panels from both NHS 24 and the Scottish Government. This process helped us identify some minor amends and a number of additional requirements that were implemented prior to launch. We then undertook an extensive quality assurance process to ensure that the website worked well across all mainstream devices.

Following the launch of the new website we compiled a user experience backlog that documented all pending issues and highlighted a number of enhancements that were not possible to include within the original or revised scope of work. All of these will be explored further and addressed in the next phase of work.

The results

“BCM were extremely professional, efficient and accommodating to a wide range of tasks. You were a genuine pleasure to work with and had a real commitment to getting the job done with the highest quality in mind.”

Paul Burns, Service Development & Content Manager, NHS 24
NHS 24: Know Who To Turn To

Services provided

User experience design

  • Business analysis & strategy
  • Content audit
  • Design management
  • Design research
  • Expert review
  • Information architecture
  • Interaction design
  • Planning, briefs & documentation
  • Remote usability testing
  • UX backlog
  • Wireframing & prototyping

User research

  • Competitor research
  • Customer mapping
  • Stakeholder research

Web development

  • Back-end programming
  • Collaborative design
  • HTML & CSS
  • Planning & documentation
  • Project management
  • Quality assurance
  • Remote usability testing