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Un.titled revamp Professional Standards Authority’s website

01/08/2025 - Insights

As a ‘public window’ for organisations, a website must enable clear communication with relevant audiences and stakeholders. It should effectively reflect the ‘who’, ‘what’ and ‘why’ that drives an organisation, as well as adhere to relevant regulations, guidelines and good practice, including accessibility and sustainable web design.

This is so everyone can access the information they need, whilst organisations can reduce their impact on the environment. The Professional Standards Authority for Health and Social Care (PSA) is the UK’s independent regulatory oversight body that helps protect the public by improving the regulation and registration of health and care practitioners.

The organisation reviews and monitors performance, produces guidance, and shares knowledge and expertise.

As the go-to for information and guidance, the PSA have a significant reputation to uphold and enlisted the help of the Un.titled team to update their existing website to meet the need of today’s modern users.

The PSA’s original website was busy, difficult to navigate, fixed with rigid templates, and generally not suitable for modern digital usage across various devices. In addition to this, the website did not fully meet accessibility requirements.

Services delivered:

• Full UX discovery- this included review of data, personas, user journeys, content modelling and site map creation

• User research through surveys and usability tests

• UI Designs based off new brand guidelines

• Accessibility

• Deployment of Drupal

• Integration of WeGlot for website translation

We have revamped and relaunched the PSA website, helping to modernise the user experience and create an engaging communication channel.

Understanding the PSA’s audiences was central to the project as we needed to ensure the updated site met their needs. We first carried out persona workshops to identify thetype of user the website may have.

Persona types identified included regulatory information specialists, patient advocates and policy research analysts.

Once we better understood each persona, we aligned the UX and content of the website with the perceived needs of these user types. We did this by conducting user research in the form of surveys and usability tests. This helped us develop an understanding of how familiar typical users were with the site and uncover any difficulties they may have had in finding information and navigating content. Some of the observations and outcomes from these exercises enabled us to improve search, better categorise publications, create a clearer navigation, and embed a greater level of consistency around language and design across the site.

The existing user experience was hampered by the site hierarchy which previously had as many as six levels. This made content hard to find without harnessing the search tool. It is now no more than three levels deep meaning users can find the content they need quickly and efficiently within the main navigation.

The user interface has been updated based on new brand guidelines that have improved the visual design. It also provides a seamless experience for users engaging with the PSA across various mediums and utilises a responsive design which moves away from the previously used rigid column layout.

As a result of our work, content is now tailored to the various audiences. The website is also compliant with accessibility and legal requirements in terms of its design and usability.

To further enhance accessibility, we enabled Welsh Language translation functionality for Welsh speakers via an integration of the tool WeGlot. As a UK-wide regulatory body, having Welsh Language translation was incredibly important to PSA.

Moreover, desktop and mobile users now benefit from enhanced navigation, as well as improved site search through Quicklinks – a curated section of links that appear when users click search. This can guide them to top content and be easily updated by admin users.
The introduction of filters to listing pages, helps users quickly find publications by theme or publication type.

With regards to sustainability, we made conscious decisions throughout the project to reduce carbon footprint and valued the PSA’s environmental commitments. We have successfully taken the site from a carbon score of F to C. We achieved this by benchmarking the previous site and making improvements to make the page pass in core web vitals. We primarily focused on improving Cumulative Layout Shift (CLS) and Interaction to Next Paint (INP). We also optimised image rendering by changing images to the WebP format to lower carbon scores.

With the new website live, the PSA can better display how it meets its statutory duties and reflect its impact, as well as facilitating a new communications and stakeholder engagement strategy adopted across the organisation.

We are delighted with the outcome of this project and have enabled the PSA to meet their goals when it comes to their digital ambitions. The PSA now has a solid platform to work with, as well as updated accessibility standards and modern designs, to better cater to their audience’s digital needs.
Mathisse Johnston, Project Manager, Un.titled

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