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LWS talk: Building a dementia friendly website

The following is contemporaneous notes from a talk given at London Web Standards by Imogen Levy (@teppie). There may be errors or material I missed.

Dementia: memory loss, mood changes, changes in reasoning. Caused by a number of diseases - most common is Alzheimer’s. Over 850,000 people in the United Kingdom with dementia. By 2021, over 1m people will live with dementia. Getting worse with ageing population.

Designing websites for people with dementia is an unexplored space. Redesigning the Alzheimer’s Society website, it was key that it worked for people with dementia, so they were included them at all stages in the design process.

Challenge 1: how to design for dementia

First step was to develop a series of personas. Personas help guide decisions in design. What are their needs? Used focus groups, interviews, help line call logs, surveys and quantitative data from existing website. Focus groups included both people with dementia and carers. Focus groups run through local branches of Alzheimer’s Society as well as local charitable groups included singing groups, “Alzheimer’s Cafés” etc.

Seven personas:

  1. Person with dementia
  2. Carer
  3. Volunteer
  4. Researcher
  5. Mature supporter
  6. ??
  7. Authority?

Research findings:

  1. Goal-oriented content emerged as key need. Content needed to be structured around stages of dementia.
  2. Increasing importance of mobile and tablet usage. Smartphones are equally accessible in the home to computers. Lots of users relying on smartphones and tablets alone.
  3. Content must be visual and interactive: more video and audio content.

Challenge 2

Challenge: “website is informative scary”. Contained 10,000 pages of content, but was added to without review. Overgrown, unclear structure. “Time to do some weeding”.

Google rankings were excellent, but navigating via the website wasn’t good. Old site started with four items on the left-hand navigation panel, but this grew. Had to start again, but didn’t want to lose out on Google rankings for key content.

New IA/site structure to make it easy for people to find stuff easily and quickly. Worked with consultants.

Digital team owned website, but dementia content was produced mostly by team responsible for print content including fact sheets and material handed out in doctors surgery. Printed material must meet NHS Information Standard.

Had to restructure content but not break compliance with NHS information standard.

The goal of the website is to help users find information and complete tasks.

Structure tested using online tool called TreeJack.

Set of tasks given to user, then user is asked to navigate through website. No design, just structure. Gives you a “spider graph”. The cleaner the graph, the easier the navigation.

Example task: find out more information about vascular dementia. 90% found information easily. Each click stage broken down.

Unsuccessful task: “how can you best look after yourself while caring for a relative?” Content was contained within the “About dementia” section, but most users went to the “Get Support” section, though that did not contain the relevant information. Result was moving the information.


  1. Don’t let the organisation dictate the website structure - this required tricky conversations internally
  2. Clear signposted entry points on website - “
  3. Needs and abilities are unique

Challenge 3: brand strategy

Wanted a new brand strategy as part of a wider goal to change societal perceptions of dementia - “I have dementia, and I’m OK.”

Use of logo across multiple devices. Square logos on a mobile phone was hard.

Colour palette: web use was limited. Lots of testing required. Two prototypes tested - one wireframe - to test out IA hierarchy. Testers liked the design and layout, gave positive impression

Challenge 4: in trouble with the law

ICO enforcement notice against AS. Data breaches including website hack. Great deal of scrutiny followed. Complete restructure necessitated a new environment. Involvement of lawyers, penetration testers and security companies. A great deal of security scrutiny was performed.

CMS limitations: 10,000 to 2,000 pages meant a lot of redirects. Significant number of spreadsheets sent for 301 redirects.

New site enabled “friendly URLs”. Not perfect, but better.


  1. “Love your testing team!”
  2. More time for managing redirects
  3. Use a CMS that supports SEO friendly URLs.

Challenge 5: The Future

AS wants to reach every person who has a dementia diagnosis, and “build stuff people want”. Team wanted to show how to be user focussed.

New stuff:

  • Implementing a new CMS
  • Extensive research into people at point of diagnosis
  • Partner project with NHS Digital - “we are the authority” on dementia content, so want to align with what NHS are doing
  • Continued website improvements