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. It’s the same approach we applied to our work with Hyundai – have a read here.
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.
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