Redesign for East London NHS Quality Improvement website

Client Overview

The NHS East London Foundation Trust provides community health, mental health and primary care services across East London, Bedfordshire and Luton. Their Quality Improvement (QI) team leads initiatives aimed at fostering continuous improvement in healthcare delivery. The QI website is a critical platform for staff, patients and stakeholders, offering resources, shared learning opportunities and updates on ongoing and completed QI projects within the Trust. The QI team approached Priority Pixels as their existing website needed a complete rebuild to create a more user-friendly platform that would better serve their audience and be easier to manage.

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Quality Improvement: East London NHS Trust Case Study

Accessibility by Design: WCAG 2.2 AA Compliance

The site has been built to meet WCAG 2.2 AA standards, making it accessible to the widest possible audience, including people with disabilities. Every element, from tabbed keyboard navigation and properly labelled form fields to readable typography and compliant colour contrasts, has been considered to support users with a range of access needs. These improvements ensure that all users, including those relying on screen readers or alternative input methods, can confidently explore QI resources, training materials and project updates.

By following WCAG 2.2 AA guidance, the site is not only more inclusive but also more usable for everyone. Accessibility features such as clear content structure, consistent layouts and intuitive navigation enhance the experience across devices and screen sizes. This is especially important for NHS staff and service users accessing the site in time-sensitive or clinical environments. In practical terms, it helps users find information faster and with less effort, contributing to better engagement and more efficient knowledge sharing.

For an NHS Trust, digital accessibility is a core part of delivering equitable, patient-centred care. Meeting WCAG 2.2 AA standards helps ensure legal compliance under UK accessibility regulations and aligns with the Trust’s values around transparency, safety and inclusion. It also reinforces the Quality Improvement team’s commitment to collaboration and continuous learning, providing a platform that is open, reliable and accessible to all stakeholders, whether they’re frontline staff, patients, carers or academic partners.

QI ELFT NHS East London WCAG Compliant Website

Web Design & Development

Quality Improvement: East London NHS Trust Website

UI Design

Our primary challenge lay in reorganising the website’s vast content and structure, which had become overly complex and hindered usability. Recognising the need for an overhaul, our UI design team embarked on an in-depth analysis of the existing layout, delving into user interaction patterns and identifying key pain points. We focused on crafting a design that prioritised clarity and efficiency, utilising human-centred design principles to ensure the site met the diverse needs of its audience.

By restructuring the website with a logical and intuitive approach, we streamlined the user journey, eliminating barriers that previously made navigation cumbersome. The redesigned interface now guides users effortlessly through the site, allowing them to find and engage with vital resources with minimal effort. This meticulous attention to user experience not only simplified access to important content but also enhanced overall engagement, making the website a powerful and user-friendly resource for all who rely on it.

Accessibility

Accessibility was a fundamental consideration throughout the project, ensuring the website met WCAG 2.2 AA standards and provided an inclusive experience for all users. From design to development, we implemented best practices to enhance usability for individuals with diverse needs, including those using assistive technologies.

Key accessibility features include clear navigation structures, optimised contrast ratios, keyboard-friendly interactions and ARIA attributes to support screen readers.

WordPress Development

With the design finalised, our WordPress development team rebuilt the website from the ground up, ensuring it was not only visually appealing but also functionally robust. Using bespoke development rather than off-the-shelf templates or page builders, we created a fully optimised and scalable platform designed for long-term performance and flexibility.

The new website is fully responsive, providing a seamless experience across all devices, from desktops and tablets to mobile phones. We rigorously tested its adaptability across different screen sizes and browsers, ensuring users could access information effortlessly, regardless of their device.

To enhance usability behind the scenes, we developed a secure and intuitive back-end system tailored to the organisation’s needs. Content management was simplified with a custom-built dashboard, allowing administrators to update text, images and resources without requiring technical expertise.

Training

Along with the technical improvements, we provided training to the admin team, ensuring they are equipped with the skills and confidence to maintain and update the website moving forward.

We're a Healthcare Marketing Agency

As a healthcare marketing agency, Priority Pixels provides a full range of B2B marketing services, including web design, SEO, AI search optimisation and paid media. With experience across public and private sector clients, including NHS Trusts and private healthcare providers, we understand the specific requirements of marketing within regulated environments. If you have a project that requires specialist support, get in touch to discuss how we can help.

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Jessica Pearce | 02/03/2026