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NHS Professionals: Understanding behaviours, attitudes, motivations and frustrations through real-life personas

NHS Professionals, part of the NHS, already has the largest bank of healthcare professionals available for temporary work in the UK. But they’re looking to grow further over the next five years.

Our brief was to identify and understand the motivations and aspirations of the different types of nurses they want to engage with. So, they can ultimately deliver the highest quality people, quickly and efficiently to the Trusts they want to work with – saving public money in the process.

Our approach

We conducted extensive research of their members (who are qualified nurses) in order to create a series of personas. This took the shape of a survey that went out to 10,000 members, followed by a series of online co-design sessions, where we created empathy maps together with a groups of nurses. We used this information to inform some in-depth real-life personas and user-stories.

We firmly believe that personas should be based on real people and experiences, so having this contact was key.

Our solution

From this research, we were able to create four clear user personas for the key user groups, illustrating user pains, needs, goals, motivation and behaviour. They were then subject to robust testing across the business to make sure they resonated.

The results

Whilst designed as a strategic tool to help shape their three year marketing strategy, these personas were used almost immediately to help devise the emergency Covid 19 attraction strategy. The results were instantaneous and NHS Professionals were providing clinical and nursing staff to London’s Nightingale hospital within five days of instruction.

Improved user experience

Existing employees more engaged

Improved shift booking process

Increased number of staff signed up