Shaping the future of digital health through user insights

NHS 24 engaged User Vision to help ensure that future digital health services meet the real needs of the public. By understanding how people seek, access, and trust online health information, this project aimed to uncover opportunities to enhance NHS Inform and inform the evolution of digital healthcare in Scotland.

Our approach

Using a mixed-methods strategy, we combined real-time data from a True Intent survey on NHS Inform with in-depth research sessions. These sessions explored user behaviour, motivations, and expectations through techniques like Jobs-to-be-Done and Attributes–Consequences–Values. We also observed how users navigated the site and found information relevant to their health concerns.

The results

The research revealed that timely, trustworthy, and easy-to-access information plays a critical role in people’s decision-making, especially when healthcare services are under pressure. NHS sources are trusted above all others, but users expect a smoother, more intuitive experience. We identified specific ways to build greater confidence and engagement through clearer language, improved navigation, and more accessible design.

These insights are already shaping the strategic direction of NHS Inform. NHS 24 now has a clearer picture of how to develop a more inclusive, human-centred digital service, one that supports informed decision-making, builds public trust, and strengthens the role of digital tools in the future of Scotland’s healthcare system.