This opportunity is closed for applications

The deadline was Tuesday 24 November 2020
Moorfields Eye Hospital NHS Foundation Trust

Developing a user-first digital service for Moorfields

21 Incomplete applications

17 SME, 4 large

25 Completed applications

20 SME, 5 large

Important dates

Tuesday 10 November 2020
Deadline for asking questions
Tuesday 17 November 2020 at 11:59pm GMT
Closing date for applications
Tuesday 24 November 2020 at 11:59pm GMT


Summary of the work
We need a partner to help re-structure and re-build Moorfield’s digital landscape using a user-first, content-first approach in order to develop an accessible digital offer for patients as well as implementing UCD ways of working and helping to support an expanding and new digital team.
Latest start date
Friday 30 April 2021
Expected contract length
2 years
No specific location, for example they can work remotely
Organisation the work is for
Moorfields Eye Hospital NHS Foundation Trust
Budget range
Responses should be structured as fixed price.

Maximum cost to implementation (year 1): £300,000

Maximum on-going revenue cost for continuous improvement (from year 2): £157,000

About the work

Why the work is being done
Moorfields seeks a partner to:
Re-structure and re-build Moorfield’s digital landscape using a user-first, content-first approach
Implementing UCD ways of working and helping support an expanding and new digital team
Developing an accessible digital offer for patients focused primarily on 1) getting key content prior to an appointment 2) self-pay private patients 3) booking and paying for education online
Implementing a continuous improvement model utilising agile methodology and regular cycles of discovery/research/test/build

Moorfields needs a supplier to work with us to deliver the alpha and beta phase of a new website consolidating multiple websites into an integrated digital service and the set up of a continuous improvement model utilising UCD principles and agile development - this CI model will continue for 1 year post MVP launch.
Problem to be solved
Moorfield's current digital offer is presented across 15+ different websites which presents difficulties for users accessing help and support online - there are multiple CMS's, systems with little or no integration providing a very convoluted service to users. There is a large amount of duplicated content and the majority of the content is hidden in PDF documents making accessibility a critical issue - especially given recent legal changes which have just come into effect.
There is currently no option for self-paying and self-referring patients to book and pay online for private treatment. At the moment the process is convoluted and heavily reliant on paper-based processes. The routes for healthcare professionals to refer in to Moorfields are also varied and confusing. A comprehensive service for health care professionals will improve patient care and increase private income.
Offering education to HCP's is a key strategic pillar for Moorfields but the current method for booking and paying for courses online is under utilised and has not been designed with a needs-first approach.
We will require a tech discovery to take place alongside any further user discovery we will require.
Who the users are and what they need to do
As a NHS & Private patient I want information about eye conditions so I know what is going on
As a NHS & Private patient i need to find information that is accurate and relevant to me so that i can trust it
As a NHS & Private patient I need to plan my journey so that i am not worried about getting there
As a NHS & Private patient I want to know what will happen in the appointment (what tests they'll be running, logistics of timings and directions) so i feel ready and at ease when i'm there
As a private patient I want to read information about consultants so that I can choose them to provide my care
As a NHS & Private patient who is visually impaired I want to be able to access information that meets my visual needs (eg audio) so I know what to do and how to care for my eyes
As a self referring private patient I want the ability to choose and book an appointment with the consultant of my choice so that I can be assured I am seeing who I want to at a time convenient to me.
Early market engagement
Any work that’s already been done
A discovery phase has begun. This was initially focused on engaging with patients across NHS and Private and an experience map has been produced. Along side this, stakeholder engagement was also conducted to align with the business goals and strategic direction of Moorfields. We are now scoping out an extension of this to include engagement with HCP's and all referral routes into Moorfields.
Existing team
The digital team at Moorfields consist currently of
Head of Digital - this role is to be product owner for the MVP
Digital experience content manager
These will be the main day to day contacts for this project. A product manager and UX architect are intended to be recruited alongside procurement process
Current phase

Work setup

Address where the work will take place
Working arrangements
Work will primarily take place virtually but onsite opportunities could be arranged where needed and if restrictions allow.
Security clearance

Additional information

Additional terms and conditions

Skills and experience

Buyers will use the essential and nice-to-have skills and experience to help them evaluate suppliers’ technical competence.

Essential skills and experience
  • Successfully leading strategic, user-centred design led processes within large complex health based organisations
  • Experience of leading culture change and bringing an organisation into a user first mindset
  • Relevant experience working within user focussed research and design methodologies that demonstrate a robust approach to service design and development.
  • Knowledge and understanding of standards within the NHS/Gov
  • Ability to communicate findings that make sense to different audiences (from clinicians and staff to digital professionals)
  • Demonstrable experience and capability with clear ethical practice and information governance
  • Significant experience implementing headless-based CMS technology and establishing models of governance and workflows
  • Demonstrable experience in researching user needs around content and accessibility
  • Demonstrable experience in developing e-commerce based solutions in a health-care context
  • Experience and confidence with bringing an agile approach into a new organisation as well being confident with establishing CI models which support this on an on-going BAU basis (post MVP)
Nice-to-have skills and experience
  • Understanding and previous experience working with NHS services and the challenges faced within the health and care system.
  • Demonstrable experience of successfully using insights from design research to make recommendations to senior level stakeholders
  • Experience with leading an object oriented user experience approach following discovery and prior to wireframing solutions to ensure any complexities are resolved early.
  • Experience across both NHS and Private health-based organisations and the differences in the expectations of the audiences
  • Demonstrable experience with technical integrations that conform with data security and information governance legislation

How suppliers will be evaluated

All suppliers will be asked to provide a written proposal.

How many suppliers to evaluate
Proposal criteria
  • Approach and methodology outlined to solve the problems outlined
  • How the approach will ensure Moorfields meets user and business needs, as well as accessibility requirements
  • The structure and experience of the proposed team
  • Delivery plan to deliver within the stated time frames
  • Value for money
Cultural fit criteria
  • Work as a team with our organisation and other suppliers
  • Be transparent and collaborative when making decisions
  • Have a no-blame culture and encourage people to learn from their mistakes
  • Share knowledge and experience with other team members
  • Challenge the status quo
  • Be comfortable standing up for their discipline
  • Can work with stakeholders with low technical expertise and/or little understanding of digital transformation methodologies and processes'
Payment approach
Fixed price
Additional assessment methods
  • Case study
  • Reference
  • Presentation
Evaluation weighting

Technical competence


Cultural fit




Questions asked by suppliers

1. Are you working with an external supplier to carry out Discovery? Please name the supplier if this is the case.
We ran discovery betweenMarch - June 2020 with CX Partners but there will be some work to continue from where that was left off and with ongoing user research as part of this.
2. You mention Headless CMS experience. Has a specific Headless CMS been selected for this project already and, if so, which platform was chosen?
No this has not already been selected. We require a headless model to separate the content from the presentation layer.
3. Are you open to a mixed hybrid offshore, on-site, remote UK Model to take advantage of an offshore cost model ? No data would reside outside the UK
We are open.
4. Do you have a preference of CMS or technology stack?
What drives your preference for a headless approach?
We see you currently are using Drupal 7, do you want to move away from Drupal or implement headless Drupal 9?
The driver for the headless model is the ability to separate content from the presentation layer allowing us to potentially use our content in ways beyond simply a website (voice based tech for example). We have not chosen a CMS prior to this but keen the technology supports this model.
5. Please can you clarify if Moorfields would hold suppliers to providing a team over a fixed time period?
Would suppliers be expected to pay for hosting and licensing costs?
We expect a team to be provided for the duration of this contract (2 years) but roles will likely shift as some UX roles are planned to be recruited during this time which will shift the resource. Development team will be needed throughout.
In terms of hosting, Moorfields will pay and will contract directly with any provider as part of this.
6. Please can you provide some more information on the one liner about the 'choose and book'?
We are continuing to research and define more and more aspects of this.

The desire for the choose and book is to allow 'self-pay' private patients the ability to book online (or to request a booking).
Integration with existing booking systems needs to be scoped and considered which will happen as part of getting up to speed with what has happened so far in terms of research planning etc.
7. Please can you clarify what type of capabilities Moorfields will be providing?
No development capabilities. The digital team currently consists of a Head of Digital - with extensive experience of delivering UCD agile projects and a content manager. The team will be expanded to include other UCD roles but all development will be outsourced.
8. You indicate a maximum budget of £300,000 in Y1 and £157,000 in Y2. Please can you confirm how these budget figures have been calculated? The Y2 figure is quite specific, for example. Have you received advice that indicates this budget is sufficient for the scope of the project?
The budget has been based on a comparison of delivery of similar projects across a range of organisations and sectors. It is sufficient to help transition Moorfields to new modern infastructure and a new UCD focused way of delivery digital services.
9. You mention 15+ websites. Is the redevelopment/consolidation of all of these websites within the scope of this project? If so, our assumption is the total budget figures given should cover all work involved in the replacement of those 15 websites
No, the primary focus is on the two main public facing websites and Over time we plan to include and consolidate the other 14 and this would need to be rolled into CI work beyond year 2.
10. Do the Y1 and Y2 budget figures include the costs of hosting, licensing, supporting and maintaining the solution and underlying infrastructure?
Yes - though we would prefer to explore open-source over proprietary or licensed based technology
11. You mention “an expanding and new digital team”. Does this team include in-house development capabilities and, if so, what skillsets/technologies is that team capable of supporting?
No it does not include development capabilities. The new roles are focused on user experience skills in research, product management and UX architecture and content
12. How experienced is the digital team in the delivery of solutions using GDS-aligned agile methodologies?
The digital team is a new team in Moorfields and currently on consists of a head of digital, who has extensive experience delivering agile digital projects and a content manager who is new to agile.
13. Please can you confirm the URLs of the 15+ websites and the CMS/technology each site currently employs?
The primary focus for this work is on the two main public facing websites and Over time we plan to include and consolidate the other 14 and this would need to be rolled into CI work beyond year 2.
14. Has any assessment of the accessibility of the current websites been undertaken (in line with recent accessibility legislation changes)? If so, will these reports be available to shortlisted suppliers at the next stage of procurement in order to establish the scale of the current accessibility/content challenges?
We plan to develop a new digital offer, not re-build on top of existing sites.
15. Are you able to share the ‘experience map’, stakeholder engagement conclusions and any other outputs from the discovery phase with potential suppliers either now or once shortlisting has taken place?
Yes all of this research will be made available once a supplier has been chosen. There is continual research happening which will also be shared as part of onboarding.
16. In the ‘nice-to-have’ questions, please can you confirm why a preference is expressed for an object orientated user experience approach. We are able to deliver projects this way, but the technique is not always appropriate for all projects. What about you project means you feel this approach is the correct one?
This process is already underway - led by the Head of Digital. It is particularly pertinent for Moorfields as there is an opportunity to re-build from the group up. All of this work to date will be shared once the supplier has been chosen but we would not expect to start from scratch.
17. Self Pay Private Patients: Do you currently have a PSP (Payment Service Provider) that you use to manage payments? If so, who? And where do you store the token & sale reference against for this customer? Is there an API in place to connect this system to a digital experience?
We currently use Worldpay. There is a need to store tokens - this isn't something that we have at the moment. The payment journey needs to be fully investigated as there will be challenges with existing internal processes which may impact MVP scope.
18. Booking and paying for education online: Does the term booking mean there is a schedule of events? If so, where are these stored, along with the education material, or this another platform the user logs into to receive education?
The drive here is that the existing system is not fit for purpose so we would ideally like the new platform to potentially support a move of education-based content - unlikely to be an MVP contender but sustainable decisions around platforms will need to taken into account knowing this could well be part of the work moving forwards. Research with education based audiences needs to happen first which we would like to do as part of continuing the discovery phase.
19. You indicate there is a need for Customer Login within this digital experience. Where are your users currently stored? Is there an API already in place to surface customer data and their history, purchases etc to a digital experience?
We do not require a customer login at this stage.
20. Moving to headless CMS (Content Provider) does require a change to the way people use, think about CMS usually driven from previous CMS experiences. Is this understood within the team?
21. You mention a UX architect: what role do they seem them playing throughout this work?
This role, along with a User Researcher are hoped to be recruited alongside this work. The role of the UX Architect is to be a key advocate for user centered processes for digital systems and services across Moorfields and whose expertise will be critical in working closely with the chosen partner on any research and or design to ensure we work as one team and work is not 'passed over the fence and passed back'.