Association for Laboratory Medicine
Empowering people to confidently navigate their medical testing journey
We designed an accessible, plain-English digital experience that untangles complex medical jargon and helps people confidently navigate their health testing journey.
What we did
- Content strategy
- Visual identity
- Usability testing
- Website design and build
Impact measured against UN Sustainable Development Goals
Lab Tests Online UK, produced by the Association for Laboratory Medicine and supported by The Royal College of Pathologists and The Institute of Biomedical Science, aims to be the UK’s most trusted guide to blood and pathology tests. The site is a vital resource for NHS patients interpreting their test results, and healthcare professionals (HCPs), as well as health-aware individuals.
The challenge
Usability testing revealed that users felt overwhelmed by the sheer volume of information and frustrated by unexplained technical medical terms. This is particularly problematic when considering that many users of this site will only be here because they are already stressed by a health concern or are looking for information to help them interpret their test results.
I found the information on the test pages overwhelming and the menu completely overwhelming.
We also uncovered a recurring misunderstanding of the site’s function – many people expected to be able to log in to view their personal test results or book a test directly through the website.
I can get information about tests and health and assume I can book tests through the website.
As a result, they needed a new information architecture and an accessible, user-friendly digital presence that clearly communicated their purpose and guided users effectively.
Our approach
Prioritising search over complex navigation
When dealing with massive information architectures, attempting to categorise everything often leads to cognitive overload. Through rigorous audience insight and content testing, we discovered that a mega menu was confusing users, who instead defaulted to using the site search.
I can’t find the liver blood test, it’s confusing with all these other blood tests.
For practitioners handling similar scale, our takeaway is to lean into natural user behaviour. We removed the mega menu entirely, replacing it with a prominent site search featuring autocomplete functionality. The carefully-curated autocomplete system was particularly important, as it meant that users didn’t have to know the exact name for their test but would be guided to it. This strategic shift immediately reduced friction, helping users find specific, high-anxiety health information faster and more intuitively.
Designing to reduce cognitive load and build trust
Healthcare platforms must balance clinical authority with deep empathy for anxious users. To build immediate trust, we developed a refreshed visual identity that subtly echoes the NHS, using a highly accessible palette of teal, dark grey for readable text, and familiar blue for interactive links.
To help users navigate lengthy clinical pages without feeling overwhelmed, we introduced easily scannable sections and sticky jump links that remain at the top of the screen during scrolling. We prioritised accessibility from the ground up, ensuring adherence to WCAG 2.2 standards and selecting IBM Plex Sans, a highly legible typeface that provides a trustworthy, scientific feel while maintaining readability across all devices.
Managing user expectations upfront
One of the most valuable lessons in service design is tackling user misconceptions head-on. Because users persistently thought they could use the site to book tests or access personal NHS records, we needed to intercept this journey before frustration set in.
The site design embraced the fact that, in many cases, users would be landing immediately on a detailed test information page, having been sent there directly from the NHS App. These users wouldn’t be starting on a homepage that set the scene, or reading an about page that explained exactly what the site was. Nor should they have to.
A prominent banner at the top of pages clarifies to users that the site is for information only, with a link to the NHS App for their actual test results. By combining this direct signposting with a plain-English content strategy that explains complex medical acronyms, we transformed the site from a confusing clinical database into an inclusive, supportive tool.
To ensure this simplicity scaled, we built a comprehensive component library in Craft CMS, empowering the internal team to maintain this consistency across hundreds of pages.
Impact
A clear, trusted guide that supports self-management
By aligning the digital experience with real user behaviour and prioritising inclusive content design, we delivered a platform that meets patients exactly where they are, while providing a scalable system for the client team.
The platform was designed and built to WCAG 2.2 AA standards, ensuring vital health information is accessible to everyone.
Content management was streamlined by delivering a flexible, component-driven design system within Craft CMS.
By providing clear, plain-English explanations of what tests are for and what results mean, the site empowers patients to understand their health.
- Cognitive load and user anxiety is reduced through clear visual hierarchies and scannable content.
- Public trust is increased by establishing the site as a reliable, unbiased information resource for both patients and HCPs.
- Pressure on frontline services is reduced by answering common patient questions, enabling them to have more informed, efficient conversations with their GPs.