EMAS website on screenBackground

Frank recently undertook a pivotal project in collaboration with the East Midlands Ambulance Service (EMAS) to redesign and redevelop their website.

This case study explores the comprehensive website development project undertaken by Frank for EMAS, highlighting the challenges, solutions, and the final result.

Client overview

East Midlands Ambulance Service is a vital component of the UK's healthcare system, providing emergency care and ambulance services to a population of over 4.8 million people. As a public service organisation, EMAS recognised the importance of having an informative and user-friendly website that caters to the diverse needs of its stakeholders, including the general public, healthcare professionals, and employees.

Challenges faced

  • Outdated website: EMAS's existing website was outdated and had usability issues, making it difficult for users to find the necessary information quickly.
  • Complex information architecture: The website needed to accommodate a vast amount of information, ranging from emergency contact details to healthcare resources and career opportunities.
  • Accessibility compliance: As a critical public service provider, EMAS needed to ensure its website was accessible to all, including individuals with disabilities.
  • Responsive design: The website had to be fully responsive, ensuring a seamless experience for users on various devices.


  • User-Centric design: Frank adopted a user-centric approach to website design, to understand the needs and preferences of EMAS's various user groups. This resulted in an intuitive and visually appealing design.
  • Information hierarchy: The website's information architecture was carefully considered, prioritising important information while maintaining a well-structured hierarchy for other resources.
  • Accessibility compliance: The development team paid meticulous attention to accessibility standards (WCAG), ensuring that the website could be used by all individuals, regardless of their abilities or assistive technology.
  • Responsive design: The website was built with responsive web design, adapting seamlessly to desktops, tablets, and mobile devices.


Frank were able to assist East Midlands Ambulance Service with its transformation from an outdated and inaccessible website to a modern, user friendly, and efficient platform. The revamped website now serves as a valuable tool for EMAS, improving communication with the public, healthcare professionals and employees, and ensuring that service information is readily available to those who need it most.