Royal Free website design

​The Royal Free NHS Foundation Trust needed a new, responsively designed website to reflect their brand repositioning after the takeover of another trust. We created a user-friendly and visually engaging site, whilst providing easily accessible information for all three hospitals in the trust.

Project Highlights

  • Web design to create a future-proofed website with a user friendly CMS
  • Information architecture with multiple routes and a global taxonomy revolving around services
  • Focus on user experience to present information in a clear, engaging and accessible way


With a turnover of £550m, The Royal Free London is one of the most high-performing NHS trusts in the UK; seeing over 700,000 patients each year from all over the world. The acquisition of Barnet and Chase Farm, another NHS Trust, it was imperative for the Trust to rebrand.

The previous website was inconsistent with confusing navigation. It wasn't responsive (mobile friendly) or accessible. and was hindering their communication with the public.


We created a website that not only met, but exceeded the needs of the Trust. The existing website received at least 10 thousand pageviews a day, so the key challenge was designing a site that met the varied requirements of multiple stakeholders and departments, whilst presenting information in a simple, accessible way.

Combining the information of three websites into one without overwhelming visitors to the site was no mean feat. We researched and prioritised the needs of the distinct visitors to the site; patients, visitors, GPs and researchers, mapped out the user journeys and ensured that user needs and organisational business objectives were met. The research indicated that patients visit the website to find details on services, consultants and wards so we created an inter-related content structure that meant visitors with any of these as the primary focus could easily find the other information relevant to them.

Another priority was to ensure we clearly articulated the Trust's brand vision, mission and values. Branding agency, Spencer Dubois had recently worked on a rebrand with the Trust and they used the new brand identity to deliver the visual concepts.

Electric Putty were excellent. Friendly, competent and very flexible. Our project manager Luke was the ideal project manager. Swift to respond, full of ideas and patient with all our demands. We have recommended EP to many and will continue doing so

Rachel Carn
Digital Communications Manager


The end result was an easy to use website which offers multiple routes through to information, simple searching and engaging, easily accessible content. This is all supported long term with with a flexible, user friendly CMS. Over its first year the new website achieved the following successful metrics;

  • Site visitors increased by 12.68%
  • Page views increased by 63.91%
  • Sessions increased by 17.85%
  • Average session durations increased by 19.40%
  • Bounce rate dropped by 10.47%

We're always looking for interesting new web design projects to get stuck into.

If you have your own project on the go, we'd love to be on your shortlist. Send us your project brief and we'll be in touch soon with a quote.