Case Study

Video consultation service for primary health care

Working with the NHS to provide video consultation appointments for primary care patients via an app.


The way primary care patients access their appointments has never been more important.

NHS Birmingham & Solihull CCG understood this and required a video consultation app as a companion to their existing health care application.

As well as outlining the requirements for the patients needs, it was important for us to support the clinicians in their facilitation of the service inline with their existing service model.


  • Birmingham & Solihull CCG


  • iOS
  • Android

My Role

  • Project Lead
  • Research
  • UX Design
  • UI/Visual Design


How might we provide patients with the means to speak to clinicians via a video call to discuss health care concerns?


The product will initially serve as a companion app to the existing health care app that is in place.

The app will be adopted by a broad user base so initial personas will need to be outlined.

The solution needs to be simple as not to add more complexity to the existing service model.


With a wide array of unknowns we proceeded to understand the needs and pain points that both patients and clinicians felt with the current appointment service to help us identify key user cohorts that the project would target initially.


  • User research
  • Personas
  • Customer Journey Mapping

User Research

As part of our user research, we spoke to both existing patients and clinicians to gauge perceptions of video consultations and identify key use cases.


Patients that have a busy lifestyle would be more inclined to use video consultations.

Patients that have ongoing physical health care needs likely to prefer video consultations.

Some patients may be hesitant to use video consulations if the process is too complicated.


Having identified specific patient cohorts that the application would benefit, we outlined 3 personas as a reference point for key decisions throughout the project.

Customer Journey Mapping

To help us to empathise with the patients further, we outlined customer journey maps to identify key touchpoints, platform crossovers and highlight any friction in the process.


Having delved into the needs of the user and gained the insight required to build upon we moved into outlining key flows for how the product could be presented to the user.


  • User Flows
  • Wireframes

User Flows

Outlining the interactions between key stages in the patients journey; from discovery to booking and facilitation; enabled us to gain a clearer picture of what our solutions could look like.

It was important to ensure that we made all interactions as simple as possible in line with the insight gained from speaking to patients.

PatientPack Video - Appointment cancellation flow. One of many user flows outlined during this stage.

PatientPack Video - Appointment cancellation flow. One of many user flows outlined during this stage.


Building upon the outlined user flows, we wireframed all the key stages and annotated the interactions between each to playback to the rest of the team.

Wireframe sketches for the app onboarding flow

Wireframe sketches for the app onboarding flow

Wireframe sketches for the appointment cancellation flow

Wireframe sketches for the appointment cancellation flow

PatientPack Video wireframes

PatientPack Video wireframes


With the outline of the solution now defined, with key flows agreed, we moved the project into the visualisation stage to bring it to life.


  • UI/Visuals
  • Prototype

UI / Visuals

Having the foundations of the wireframes in place, we embarked on giving the product its look and feel.

We wanted to ensure that the product embodied a health care tone throughout to help build trust with the patients while focusing on simplicity.


Onboarding stage of prototype

Onboarding stage of prototype

Appointment cancellation stage of prototype

Appointment cancellation stage of prototype


The project overall was a success. Having initial ran user testing with patients in a controlled environment, both patients and clinicians provided very positive feedback.

This feedback provided the client with validation that the solution would provide patients with an alternative route to their health care. The project has now moved to the next phase in which a pilot will be conducted with a larger cohort of patients and clinicians.

Further details

The app is now available on both iOS and Android devices.