Finding a jump-off
Weeknote, w/c 13 July 2026
It surprises me sometimes that few teams propose big, radical ideas that would completely reshape the NHS App. For the most part, people ask if they can add their thing to ours. A simple addition; one more appendage. That leads to the most common debate around here: “Where should we place a link to this new thing?” The framing of the question is a problem. Maybe the problem.
The question sounds procedural, as if it were just one of the normal steps everyone must take when constructing a composite digital thing. Perhaps. But the mere question proscribes a whole set of possibilities. Our language points toward an answer before anyone has had a chance to consider new, more ambitious ideas. People speak of “jump-offs”, which is to say, links in a menu that load fully- or partially-independent services that are maintained by a team that sits outside of the official NHS App Programme. We’ve used the term as long as I’ve worked here and it derives from how we work with third-party services that sit outside of our control. The term implies that placement is the sole work that is needed. When we begin a conversation with a team by focussing on this alone, we have already lost.
In the middle of this past week, the App’s UCD leads (Simon, Auriol, and me) convened a chat with our peers from across the various App-adjacent areas. The central theme that emerged from the discussion was how to work in a distributed way while simultaneously maintaining coherence. Across 120 minutes, most of the more specific topics we covered were things that Simon, Auriol, and myself had discussed in the past. One topic, however, surprised me: the need for a sharp framing narrative for what the design of the app was trying to accomplish, something designers can use to situate themselves, such that they can extend the mission without constantly checking in with us.
It had never occurred to me to write that down. Three and a half years of work, a design system, user experience principles, design histories, this blog, loads of new features and services, and somehow it had never crossed my mind that someone should articulate the high-level conceptual framing for how the design works. It would be something short, sharp, punchy, and opinionated. Something that draws boundaries. Something that helps people make decisions that are consistent with our overall intentions. A proposition. Without that, people reach for what they can find, and what they can find is “jump-offs”.
Our design principles provide a way to gauge quality, but they don’t tell you how the parts should relate to one another. A design system approaches the question from the bottom up. Styles, components, and patterns give you tools to build with, but seen from a slight remove, they are a vocabulary without a grammar. We lack a top-down description that could help all of the loosely-associated teams working on the app to push in the same direction.
Of course we have a vision statement and strategy documents, but they are abstract enough that teams need to work rather hard to figure out what to do with them. It is too easy to come to different conclusions about what “good” looks like. With all of the pressure to move fast and ship stuff, local incentives drive each team toward a local maximum very quickly. By articulating the over-arching design concept, we would bridge the notion of a health companion and the elements we use to assemble the details. “All of your health services in one place”; yes, but how?
Test results are a good example of how this plays out. Right now, there are at least four ways a user can learn about test results: GP-ordered results are pulled via an API and surfaced as rendered app views; hospital results sit behind a web link – a jump-off; other secondary care results arrive as PDFs that land in the documents section; some results also generate messages that show up in the user’s inbox. This is all to say that things are organised by provenance, not by meaning. One type of thing, four ways it can show up, various attempts at coordination but no melding. When a new data source appears, the question is “where do I place this?”, when it should be “how do I incorporate this?” Without a clear distillation of the app’s design vision, teams can’t even think the right question. That’s on me.
My greatest worry is that the app remains a menu of disconnected records and services – that we never meld the pieces into holistically considered services, never achieve anything like art direction, never get past being a well-organised foyer. To a large degree, that is what the app is today, and every team acting reasonably within their own brief adds a little more to it without ever asking if or how they can reshape the whole. Entropic forces pull in the direction of least resistance, which is adding yet another link. This isn’t a new kind of problem. Better words might help. If the only available language describes the current implementation, the current implementation is the ceiling.