Media Release: Bunnyfoot appointed to improve NHS Direct digital experience

FOLLOWING a competitive tender and rigorous six-month pitch process, Bunnyfoot are delighted to announce they have been selected as the preferred supplier of user experience services for NHS Direct.

Says a spokesperson: “The three-year contract, will work across NHS Direct’s digital services, led by Bunnyfoot MD, Sarah Ronald, who previously worked on the re-design of NHS Direct’s online health and symptom checkers.

“NHS Direct will identify opportunities when user testing is appropriate, for example when a new service is introduced, and work with Bunnyfoot on the project brief to take it forward.

“NHS Direct provides remotely delivered health services to people in England and has user experience at the forefront of its strategic digital developments, utilising technological advances to continually improve users’ digitally delivered experiences.

“User experience is a term to describe the experience people have when they interact with a product or service. Often used in relation to web services, user experience increasingly includes, for example, knowledgeable and helpful customer service or a smooth and painless account opening process with a bank.

“User experience heavily influences the perception people have of a brand and specialists, Bunnyfoot, help companies such as NHS Direct understand how their patients and users think, behave and interact.”

Sarah Ronald, MD at Bunnyfoot, said: “We have been working with NHS Direct for the last two years, and are excited to help to continue to shape the improvement of future services for the English population.

“This is challenging work and done well will help to change the way people think about and gain access to medical information.”

Bunnyfoot’s partnership with NHS Direct will focus on improving access to its health and symptom checkers and Online Patient Decision Aids, which are designed for users with chronic or serious conditions searching for guidance on treatment and tests.

The spokesperson: “NHS Direct users encompass the population of England and range from mums worried about their toddler’s temperature, through to young adults who want to quickly check symptoms and older sufferers of chronic conditions who need more in-depth advice and support.”

Roger Donald, head of digital delivery at NHS Direct, said: “Having Bunnyfoot as part of the consortium of companies that helps us manage our digital services is an important factor in ensuring we provide the best patient experience possible across all delivery channels. We’re all looking forward to the expertise that Sarah and her team will bring.”


Notes to Editors

Sarah Ronald is the managing director of Bunnyfoot Scotland, overseeing the company’s commercial decisions and strategic growth.

At 28, she was recognised by Brand Republic as ‘One to Watch’, is a regular judge for the Scottish Enterprise scheme and recently appointed Alumni Board member for Heriot-Watt University.

Prior to setting up the Scottish operation, Sarah worked as a User Experience Consultant in the Financial Industry, where she worked with clients such as Standard Life, Prudential and the Department of Work and Pensions. Sarah is extremely passionate about her field of expertise and currently works with companies across finance, retail and healthcare sectors.

Bunnyfoot ( launched in 1999 and has grown to include five UK offices in Sheffield, London, Reading, Oxford and Edinburgh. Working globally through in-house multi-lingual consultants and international partners, clients include RBS, STV, Devere Group, Kellogg’s, Hiscox and Royal London.

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