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A Journey to OOUX: Transforming Digital at Moorfields Eye Hospital

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Imogen Levy
UX Director at Moorfields Eye Hospital

Imogen Levy is head of Digital at Moorfield's Eye Hospital. When she started at this large NHS network of hospitals the digital "strategy" was basically to move all print material to PDFs. So, Imogen had significant educating and evangelizing to do. In this case study (and success-story-in-progress), imogen candidly shares how she is transforming content, structure, and minds with OOUX.

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Moorfields has a complex and varied digital landscape. By following the OOUX process, Moorfields has not only been able to embrace a new user-focused way of doing things it has also been able to truly focus on what is important to users (and the business). It is now investing in a large digital transformation project, led by Imogen. This case study explains the journey, from business case approval to to full-scale transformation and how OOUX has been a key catalyst for getting buy-in into this.

The talk will showcase Imogen’s OOUX journey and what both Moorfields and herself have gained from embracing the ORCA process.

ABOUT IMOGEN

Imogen is currently the Head of Digital at Moorfields Eye Hospital NHS Trust in London. She has many years leading/embedding/growing digital teams in large complex organisations. She is an advocate and leader for user centred design processes. As a recent graduate of the OOUX Certification Program (Cohort 3 FTW!), Imogen is using the OOUX framework and process to lead a complete restructure and re-build of Moorfields primary patient facing digital services.

Connect with Imogen on Linkedin

The OOUX Podcast

A dive into the weeds on UX systems, information architecture, human psychology, data wrangling, structured content, UX process, and above all simplifying the complex.

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