The NHS has launched a major redesign of its homepage, www.nhs.uk, the UK’s most visited health website, in collaboration with Adobe. With more than 50 million monthly visits and more than 60% of those from mobile devices, the update reflects a significant shift towards mobile-first, user-centred healthcare experiences.
The redesign is the first major overhaul of the homepage since 2018. Over the past six years, the digital expectations of users and the healthcare landscape itself have evolved dramatically. The refreshed homepage prioritises ease of access, improved usability, and digital inclusion - enabling users to complete key health tasks quickly and confidently.
Key to the redesign was an emphasis on accessibility and user experience. Using in-depth analytics and user testing, the team identified major friction points with the previous homepage design, including difficulties in finding essential services such as managing appointments, accessing medical records, and ordering repeat prescriptions.
The new homepage introduces streamlined sections such as “Manage your health,” “Featured content,” and “More information and advice.” These guide users toward the most sought-after services while removing underused or redundant links to simplify navigation.
Promotional modules - such as seasonal health campaigns - now appear in a newly created ‘Featured’ section, informed by content demand trends such as flu symptoms in winter and GHIC card queries during summer travel season.
Before the full rollout, 5% of users were given early access to the new design to validate the team’s hypothesis: that simplifying access to key health tasks would reduce dependency on search and top-level navigation. The results were promising, with increased engagement in the homepage’s main content and reduced drop-off rates.
The redesign represents the first phase of broader improvements across the NHS website, with future updates planned to enhance the site-wide navigation - particularly the Health A-Z section - to make it even easier for users to find trusted information about symptoms, conditions, and services.
For more details, visit www.nhs.uk.